Marketing Essential - Marketing Plan

This presentation discusses the marketing plan and strategies used by Hilton to enhance sales. It highlights the importance of the marketing department in achieving organizational objectives.

Marketing Essential
Marketing Plan

Introduction
The procedure in which a organisation is willing to make relationships with
their customers is commonly regarded as marketing activity of a organisation. This is
one of very important activities as this has a major objective of attracting large
number of customers. This is one of very important functions in a organization.

Executive summary
The document has showed how effectively Hilton has utilized number of strategies
in relation to promoting the services or to enhance the sales of the company.
Including this, Hilton which is one of the crucial American multinational hospitality
company that manages and franchises a broad portfolio of hotels and resorts.
Company was found in the year of 1919 and at present, company is dealing with
sales related issues, which impacted negatively on their performance level.

Mission
Mission of Hilton is to be the most hospitable business organisation in all over the
world through offering heartfelt experiences to the visitors, meaningful
opportunities for high value for Owners, Team Members and a positive impact over
the communities of the society.

Vision & Objective
Vision: Hilton's vision is that To fill the earth with the light and warmth of
hospitality through serving clients with the best experience that they can deliver.
Objective: To enhance the sales by 15% in the next 10 months through considering
social media and paid marketing business strategies.

STP strategy
Segmentation, targeting & positioning is specifically being considered as one of
the crucial process, which helps a company in making number of determinations in
relation to a particular and new service of Hilton so that it could effectively enhance
sales in specified time frame.

Segmentation
If it is talked about this section then there are four types of segments that are
available for companies to adopt for a particular service. Here, Hilton has utilised
demographic segmentation where, age (25 to 65) and income are the two elements
on which the company has kept it's focus.

Targeting
Hilton has specifically kept it's focus on targeting the aged group of 25 to 65, that
will lead firm to maintain the profit margins through offering them with the unique
experience based on the service offered by them.

Positioning
This is being considered as the last stage of the STP model where, Hilton has
utilised number of marketing strategies in relation to a particular service, where
company has considered social media as the best approach. On the other hand,
Hilton mainly focuses on public and consider their clients only among different
advertisements for developing a stronger image among customers.

Marketing and sales department
• Marketing department of a company targets customer segment whereas sales
staff of a company build good relations with these customers.
• It is the skills and knowledge of sales person to sell the company product
efficiently as well as effectively.
• With reference to Cadbury, this interrelatedness helps company to grow in other
segments and increase market share.

SWOT Analysis
Strength: There is a high brand recognition as they have established themselves
successfully because of the quality of services which they rae providing to their
customers.
Weakness: There is high dependency of Hilton on other various inn proprietors
which leads to having a very limited stale in lodging networks.
Opportunity: There is a opportunity for this brand that they can prepare various
program offices so that better relationship with their customers.
Threat: There is a big threat of employee satisfaction which can lead to high
employee turnover and impact on increasing cost for this brand.

Monitoring & controlling
For effectively carrying down of a marketing plan it is very important for a
organization that they have to monitor all the activities which are taking place in
particular department or in a particular strategy. This can be observed with the help
of present situation here there is a strategy which is being developed by Hilton and
particular objective have been formed by them which has to be fulfilled in a limited
period of time.
Financial budget: The overall budget for this marketing plan in the present year is
33620 pounds.

Conclusion
Above report it can be concluded that marketing department is one of very important
department which is very necessary for achievement of various objectives as laid
down by concerned authorities in every organisation. Every function of marketing
department has its own roles and responsibility which have to be fulfilled it is also
having interrelation with other functional units of organisation which also has to be
completed by the organisation.