Business Health Check Report: Hilton Hotels' Performance Analysis

This report presents a business health check analysis of Hilton Hotels, examining its history, objectives, and the impact of various internal and external factors. It delves into the company's strategic objectives, including short-term and long-term goals, and analyzes the influence of political, economic, socio-cultural, technological, legal, and environmental factors on its operations. The report explores potential improvements through the lens of the Ansoff Matrix, outlining strategies for market penetration, product development, market development, and diversification. It defines a SMART objective for the business and assesses the contribution of each element of the Ansoff's growth matrix towards organizational improvements, furthermore the report assesses the effectiveness of the business areas towards organizational growth. Finally, the report addresses employee skill development, proposing training methods and a development plan to enhance the capabilities of the management and staff.

Business Health Check

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
AC1.1 Analyse the history and objectives of the business..........................................................1
AC1.2 Impact of factors on business...........................................................................................2
AC1.3 Potential improvements to the business organisation and its operations.........................4
M1 SMART objective of the business.........................................................................................6
D1 Contribution of Elements of Ansoff's growth matrix towards the improvements of the
organisation..................................................................................................................................6
AC2.1 Effectiveness of the business............................................................................................7
AC 2.2 Business Development Plan............................................................................................9
M2 Evaluation of the contribution of the effectiveness of the business areas towards
organisational growth.................................................................................................................10
D2 Critical Analysis of Developed Plan....................................................................................11
AC 3.1 Current skills of the management and staffs.................................................................11
AC 3.2 Skill Development Plan.................................................................................................12
M3. Impact of Current Skills of Employees and Management.................................................14
D3 Various Methods of training................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
The health check is a key process to check the performance of business in market place.
In this process different types of questions are asked about various departments of organization
to check their efficiency. By this question potential and weaknesses of organization are evaluated
(Chatterjee and Matzler, 2019). The evaluation can help the business to deal with weaknesses to
improve performance of functional department of company. Hotel Hilton is a multinational hotel
and resort chain that is operating on 5757 locations all over world. Hotel Hilton was founded in
year 1919 by Conrad Hilton in Cisco, Texas. Head quarter of hotel is in Tysons Corner, Virginia
in United States. This report is explaining about the business objective of hotel Hilton. Impact of
different internal and external factors on business of Hotel Hilton. The marketing analysis is
covered in the study to suggest potential improvement in the organization . Different methods of
business improvement s are suggested in report. The effectiveness of functional departments like
marketing, productions, sales and finance is explained in study. Different roles and
responsibilities of employees are also studied in report. To develop skills of employees the
development plan is used.
MAIN BODY
AC1.1 Analyse the history and objectives of the business
HISTORY OF HILTON HOTELS AND RESORTS
Hilton hotel corporation is an American, multinational company that manages branches a
broad portfolio of hotels and resorts. Hotel founded on May 13, 1919 in Cisco, Texas, Conrad
Hilton is founder of the hotel firstly they purchased the hotel with 40 rooms which is Mobley
Hotel in Cisco, Texas and then also purchased the taxas hotel in few years. Later, in 1925, the
first Hilton hotel is Dallas Hilton who used the name of Hilton. In 1927 the hotel is expanded
they firstly introduced the air-conditioned room in local public market with cold running water.
After some years firm establish their hotel in different areas such as in 1943, firm bought the new
hotel which is called Roosevelt Hotel and the Plaza Hotel in New York, Therefore, hotel
establish their first hotel in United States (Kakade, Raman and Sharma, 2019). In 1948, Hilton
hotel offer the different reservation systems which is the best ideas for the new emerging market
that is creates high demand. In 1950, hotel Hilton offers the best services for females that they
offer the best travelling services and kit or booklet with telephone numbers. In 1959, Hilton
launch the first airport hotel which is San Francisco Airport Hilton provide the best services in
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everywhere that makes customer satisfied. In 1987, hotel Hilton organize their first guest loyalty
programme, further they also offer the new technology which provide helps to customer as best
reservation services. This is the first hotel who organize the live concert on music in you tube.
Thus, in 2016, hotel Hilton enhance their business in worldwide. Now they operate the hotel in
100 countries and territories around the world with the opening of Hilton N'Djamena in Chad.s.
OBJECTIVES OF HILTON HOTELS AND RESORTS
Short term objectives — Short term objectives helps to achieved long term goals of the firm.
 To promote the Hilton hotel and to protect the employees forms follow the lawful rights
of its employees (Australia, 2019).
 To provide education and trainings in the fields of hotel services.
 To promote good relationship with employees, customers and other shareholders.
 To ensure that hotel Hilton reduces the disputes in the internal environment of the firm.
 To promote high services in national and international market related to hotel Hilton
services.
Long term objectives — This objective helps to success future growth of firm. These objectives
usually contains specific improvements in the hotel Hilton like competitive position, technology
leadership, profitability, employee relations and productivity etc (Kakade, Raman and Sharma,
2019).
 To develop new technology in the business to attract the customer.
 To enhance the demand of the hotel services by the end of 2020.
 To increase the profitability of the firm by the end of 2020.
 To increase the customer base by providing the best hotel services (Shimazu, 2019).
 To establish a long-term employee appreciation.
 To enhance the market share of the hotel in 8 months.
AC1.2 Impact of factors on business
There are various factors that impact the Hilton hotels & resorts. These factors are as
follows -
Political factors
Political factors are those factors which arise due to government, its policy and political
conditions of the country. Some example of political factors are political stability of the country,
tax policy, monitory policy, political parties and various government regulatory etc.
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Change in tax policy affect the profitability and revenue structure of the organisation.
Due to lower taxation policies from last 2 decades, company is getting benefits and increase its
profits and revenue. This also helps organisation to spend its income on research and
development.
Economic factors
Economic factors are those factors which occur due to economy of the country and its
conditions. Example of economic factors are trade cycle, unemployment rates, income
distribution, foreign exchange rates, interest rates, inflation rates and purchasing power of the
customers etc.
2007-08 financial crisis had impact the profitability of the Hilton hotels and resorts. Also,
during the Olympic time period, hotels was fully occupied but situations were changed when
Olympic was over. This also affect the impact of hotel's profitability and cost structures.
Socio-cultural factors
Socio-cultural factors are the factors which happen due to societies and their cultures.
And this impact the business activities and their profitability. Demographic structure of the
country, customers buying trends and their perceptions, cultural trends, religious and lifestyles of
the customers etc. are the example of the socio-cultural factors (Rastogi and Trivedi, 2016).
Customers are getting more and more conscious towards their health and safety which
lead company to strictly follow health and safety laws and standards. If company don't follow
these laws and standards, it may impact the goodwill.
Technological factors
Due to change in technologies, company either gets opportunities or faces threats. There
are various factors which impact the company's activities and affect the profitability & goodwill.
Technological factors are such as introduce new technology in market, intellectual property
rights, research and development investment and life cycle of present technology etc.
Due to advancement in technologies, hotels and resorts are providing their services to the
customers through mobile application which increase the company's profitability and brand
image.
Legal factors
Legal factors are those factors which arise due to rules, regulations, guidelines and laws
imposed by government of the country on industry and companies. Legal factors are as follows –
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business laws, environmental laws, employment laws, foreign trade laws, contract laws and local
laws etc.
According to the employment law, companies must have to hire 33% female employees.
Avoidance of this law lead company to face various legal actions which impact the goodwill and
profitability of the company.
Environmental factors
Environmental factors are those factors which occurs due to internal and external
environment of the business. These factors affect the whole business and industry too. Example
of environmental factors are CO2 emissions, wastage materials, water and energy consumption
and pollution level etc.
Change in climate impact the business most. Seasonal holiday depends upon the climate
which impact the hotels booking which link to the profitability of the company (SHTAL and
et.al., 2018).
AC1.3 Potential improvements to the business organisation and its operations
For the improvements, Hilton hotels and resorts are adopting various strategies which is
the part of Ansoff Matrix.
Ansoff matrix is a strategic management tool which is adopted by various companies for
the purpose of expansion of its business and operations by developing new markets or new
products or existing markets or existing products. In short, this matrix provide companies
product-market strategy which give them 4 growth opportunities with 2 dimensions (Gurcaylilar-
Yenidogan and Aksoy, 2018).
Two dimensions of the Ansoff Matrix are -
Products – In case of Hilton hotels and resorts, company is providing hotel and accommodation
services which is considered to be existing products. Now organization is planning to provide
new service namely travel and tourism service in which company will provide their customers
tourism services along with transportation services.
Markets – In case of Hilton hotels and resorts, company has established itself in most of the
countries in the world which make company's market strong. Now organization is planning to
expand its business in Ghana, Kenya and Nigeria which is considered to be new market.
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On the basis of these 2 dimensions, company has 4 opportunities to improve its business
and operations which are as follows -
Market Penetration
Market Penetration strategy is said to be adopted when company is selling its existing
products in the existing markets. It is the least risky strategy (Ansoff Matrix, 2010).
In case of Hilton hotels and resorts, currently company is running its hotels and resorts in
China, Europe, America, India, The Middle East and Australia which is strong existing markets.
Also, company is providing luxury accommodation services to high class status income
customers.
Product Development
Product development strategy is said to be adopted when company expand its operations
by selling its new products to the existing markets.
In case of Hilton hotels and resorts, Company can expand its operations by providing
travel and tourism services to their customers in existing markets under their brand name. It will
lead company to gain loyal customers which is beneficial for the improvements of the company.
Market Development
Market development strategy is said to be adopted when company expand its business by
selling its existing products to the new markets.
In case of Hilton hotels and resorts, Company can expand its business by entering into
new markets such as Ghana, Kenya and Nigeria. In these new markets, company can provide
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(Illustration 1: 4 growth opportunities
Source: Ansoff Matrix, 2010)

high quality accommodation services by targeting high class status income customers (Bamford
and et.al., 2018).
Diversification
Diversification strategy is said to be adopted when company expand its business and
operations by selling new products into new markets. It is considered to be most risky strategy.
In case of Hilton hotels and resorts, Company can expand its business and operations by
entering into new markets and provide new services such as travel & tourism services to the high
class status income customers. It will help company to gain more market share with enhance
brand image and profitability.
M1 SMART objective of the business
Broad Goal of the Hilton hotels & resorts - To increase the profitability of the firm by the end
of 2020.
SMART objective of the Hilton hotels & resorts
S – Specific – Company will expand its business in new market.
M – Measurable – Company will measure its profitability by comparing it with the previous
accounting years' profitability.
A – Attainable – Company will do marketing and promotion of its business in new market.
R – Relevant – It will help company to gain competitive advantages over its competitors in the
global market.
T – Time Bound – Company is targeting to gain more profits till the end of year 2020 (Bjerke
and Renger, 2017).
D1 Contribution of Elements of Ansoff's growth matrix towards the improvements of the
organisation
Diversification
This strategy will help company to grow at the faster pace which will enhance the
profitability, customer base and market share. It will also help organisation to gain competitive
advantages at global market.
Market Development
This strategy will help organisation to gain market share and become competitive
advantages over its customers. It will also increase the company's profitability too.
Product Development
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This strategy will help organisation to gain more customer base as it will provide
customers new products and services under the name of Hilton brand which will increase the
profitability of the company.
Market Penetration
This will help organisation to create goodwill and enhance its brand image which will
help them to gain more and more loyal customers. This strategy also helps organisation to
become expert in their field which reduce the costs and increase the profits (Schawel and Billing,
2018).
AC2.1 Effectiveness of the business
BUSINESS EFFECTIVENESS
Business effectiveness is a concept which is related to the financial indicators of the
business. Business effectiveness refers to the term which indicate that how can company carry its
business activities in corrective manner. It doesn't measure by the cost (Banks and et.al., 2017).
It is mainly measured by the extent to which company is able to achieve its objectives and solve
its organizational issues.
EFFECTIVENESS OF AREAS OF THE HILTON HOTELS AND RESORTS
There are various business aspects/areas which indicates that whether business of Hilton
hotels and resorts is effectiveness or not. These aspects/areas are as follows -
Products and Services
Products and services are considered to be effectiveness when the quality of products and
services are high & safe for the customers.
Products and services of the Hilton hotels and resorts are effectiveness because the
quality of the products and services are high and match with the standards decided by the
government which doesn't harm the health of the customers.
Marketing
Marketing is considered to be effectiveness when it helps organisation to achieve its
objectives and enhance its brand image.
Marketing of the Hilton company is effectiveness because it helps company to gain more
and more customers with the completion of their targets on time.
Sales
Sales is considered to be effectiveness when sales target are completed on time.
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Sales of the Hilton Organization are effectiveness because customers uses their products
and services which is of good quality. This lead company to easily complete their sales target
and earn profitability.
Finance
Financing of the company are considered to be effectiveness when all the departments of
the organisation get accurate funds and resources and company is able to incurred their cost.
Top management team of The Hilton hotels and resorts allocated proper funds and
resources to every department which lead to proper budgeting (Page, 2015).
Staffing
Staffing are considered to be effectiveness when they think out of box and do something
creative which helps organisation to achieve its target and gain loyal customers.
Hilton hotels and resorts offers unique offers, discounts, gifts, coupons etc. to their
customers which is proposed by their staffs who are motivated and actively participated in the
organisation which lead them to be highly satisfied with their jobs.
Business Brand Image
Brand image is considered to be effectiveness when they provide good quality services
and products to their customers.
Hilton company's brand image is effectiveness because it provides good quality services
and products to their customers and work according to the customers' comfort. Also, it helps
organisation to gain more customers which is indicated towards its effectiveness.
Record Keeping
Record Keeping is considered to be effectiveness when accounting system of the business
are transparent and clear and stakeholders get all the correct information regarding financial
position of the company on time.
Stakeholders of the Hilton organization are happy with the progression of the hotels and
resorts which improve their wealth and enhance their trusts on the business. Also, company has
been following proper accounting standards and policy which make their accounting system
transparent and clear (Graham, Daniel and Doore, 2016).
AC 2.2 Business Development Plan
The business development plan is a document prepared by organization to improve the
performance of business. This business plan is consist of different practices and methods which
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are important part of development plan. The market plan can made for a single department or
multiple departments. The length of business development plan is dependent on the number of
weaknesses of different departments.
Importance of Business Planning
The business development plan is a very important and effective tool to improve the
operating and producing capacity of individual department. Business development plans are used
to improve the profit of organization by improving processes of Hotel Hilton. Development plan
also help the organization to make effective decision for organization. In this process is also help
to find weaknesses of company (Bos and Millone, 2015). The stakeholder are made aware of
company plan by using this business development tool.
Aim & Objective- To improve the efficiency of different department in Hotel Hilton.
Planning Marketing- Marketing is most important function of organization the sales of the
organization or customer attraction towards the Hotel Hilton is based on the function and
efficiency of marketing department. The operation of marketing department can be improves by
using new method for example digital marketing and social media marketing. This will improve
the number of visitor of organization on company website and this will lead to better revenue
generation of Hotel Hilton.
Sales and Productivity
The product is the most important thing for both consumer and organization. The
consumer wants the best quality product for the price they pay for product. The sales of
company goods is depended on satisfaction of consumer. To improve the product different
methods can be used. By performing research work company can collect the information of the
changes which are suggested by consumer. This suggestion can be implemented to improve the
overall performance of sales and production department. Supply chain management also can
improve the services of Hotel Hilton. The sales department inn the hotel Hilton also can use
different methods to increase the sales of hotel. Improved quality of services can also help the
Hotel Hilton to attract more customer. To improve their experience hotel management also can
use automation and Artificial intelligence in rooms.
Financial Management System
Finance department handles all the economic matters of organization. The allocation of
funds and money flow management is also a function of financial department. The performance
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of the finance department can be improved by improve the transparency of money flow and
accounting of Hotel (Gauthier and Gilomen, 2016). The better financial management can be
achieved by modern tools which can improve the efficiency of finance department.
Staff Planning
Staff planning is consist of different practices which are used by organization to
manage the work force in the organization. This process is completed in different steps. These
steps are recruitment, on boarding, training and development. By implementing different
required changes in the process can help the organization to improve the operational skills of
employees. The better flexible recruitment process can help the company to select right
candidates in organization.
Performance Planning
The performance planning is also known as the process to improve the performance of
employees and company procedures. This can be performed by improving change management
in the organization. The problem of performance planning can be reduced by making changes in
the procedures, methods and policies of Hotel Hilton.
This is how the business development plan can be used to improve the performance and
productivity of hotel Hilton.
M2 Evaluation of the contribution of the effectiveness of the business areas towards
organisational growth
Effectiveness of the organisational aspects will make organisation effectiveness which
will increase the profitability of the organisation and increase the demand of the products and
services provided by the Hilton hotels and resorts which lead organisation to grow more by
expanding its business and operations by adopting various strategies (Greenwood, 2016).
D2 Critical Analysis of Developed Plan
The business development plan designed for Hotel Hilton is important to improve the
productivity and performance of organization in market (Kasim, Haracic and Haracic, 2018).
There are different suggestions are provided in the business development process that can
reduces the number of weaknesses of organization working procedure. Hotel Hilton is consists of
different department which are important to manage the operation of organization. The changes
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in different department will improve their performance efficiency and that can improve
performance of company.
AC 3.1 Current skills of the management and staffs
CLASSIFICATION OF SKILLS
There are various skills which is classified into 3 major skills which are as follows -
Technical Skills
Technical skills are those skills which is required to perform a specific tasks. It involves
specialized knowledge and abilities. Example of technical skills are computer skills,
programming language skills, data analysis skills and project management skills etc.
Operational Skills
Operational skills are those skills which is required to carry day to day activities of the
business. Example of operational skills are conflict management skills, negotiation skills,
customer relationship skills and training skills etc.
Managerial Skills
Managerial skills are those skills which is required by a manager in order to effectively
carry out its managerial roles and responsibilities. Example of managerial skills are as follows –
planning skills, leadership skills, communication skills, decision making skills, problem solving
skills and motivation skills etc.
CURRENT SKILLS OF MANAGEMENT AND STAFFS OF THE HILTON HOTELS
AND RESORTS
There are various skills which is present in the management staffs and employees of the
Hilton hotels and resorts. These skills are as follows -
Computer Skills
Managers and staffs of the hotels must have computer skills because every work is done
on the computer. From the planning of the strategies to the recording of the customers' data,
every work and activities of the hotel is done on computer which demands computer skills.
Data Analysis Skills
In today's time, to gain competitive advantages over its competitors, company's research
department are doing research on their competitors. Thus, to understand these data and analysis
of these data, managers and employees must have data analysis skills.
Customer Relationship Skills
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Hospitality industry is a customer centric industry where success of the businesses
depend upon the customers' satisfaction. Thus, to enhance the customers' satisfaction, managers
and staffs of the hotel must have customer relationship skills in order to maintain relationships
and attract customers (Carter and Traill, 2018).
Leadership Skills
Leadership skills is one of the most important skills in today's corporate world. In order
to motivate others and self motivated, leadership skills are required to be carry by the
management and employees of the organisation.
Communication Skills
Communication skills are most demand able skills in hospitality industry because here
management and staffs of the organisation have to deal with the customers directly and in order
to greet and respect them, staffs and managers must have good communication skills.
Decision Making Skills
There are various activities where managers and staffs have to take decisions regarding
their works and activities. In order to take correct decisions for the organisation, both must have
good decision making skills (Bell, 2018).
AC 3.2 Skill Development Plan
Required Skills Method of
development
Importance of Skill Time
Problem Solving By improving situational
understanding
This is important to solve
the issues in organization
1 to 2 months
Presentation Skill Providing training of
soft skills
To improve guest handling
in the organization.
2 to 3 months
Negotiation Skill Providing Management
training in different
sessions.
This is required to make
deal with different
customers and employees.
1 to 2 months
Programming skill By attending technical
and programming
classes.
This will help to improve
the software and systems of
organization
2 to 3 months
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The skill development plan is required to improve the performance of organization by
improving individual skills and knowledge of employees and management. In the hotel industry
different skills are required to perform efficient actions. This various skills can help individual
person to increase productivity in organization. The problem solving skill is required must in an
employee with in a hospitality industry (Grizane and Jurgelane, 2017). Employee have to face
different situation in the organization and this could be related to guest or process and methods
of hotel. Better problem solving skills can help the employee to solve different issues and
problems of customers and for the management the problem solving skills can help them to
better address and solve the problems of employees. These skills can be developed in the
employees and management by improving their capability to understand different situations.
Better situation handling can improve their action which are taken to solve particular problem. In
the hospitality industry the presentation skills are also required to improve the satisfaction of
consumer in Hotel Hilton. To impress and attract consumer with the services of hotel the
presentation skills are required must. Better presentation of services can provide better
satisfaction to guest and this will encourage them to visit the hotel again. This presentation skills
of employee can be developed by providing them different soft skills training that can help them
to act in different situations.
The negotiation skills can improve the approaches of management and staff to improve
profit of organization. This skill will improve the deals and management of Hotel Hilton. By this
company can generate larger profit by making effective deal in less capital. This will reduce the
expenses of hotel and improve the marginal profit of Hotel Hilton. The negotiation skills of
employees and management can be developed by providing them better practical training to
them. By providing them practical training their negotiation skills will be improved. The other
methods to improve this skill are by providing them training in different situations of deal
making and guest handling. The technical skills of the employees can help the organization to
deal with different technical and software problems of organization. The knowledge of software
and programming will improve the work and guest handling in the hotel. There are many
software used in hotel industry to manage and handle the operation of employees and customers.
The different problems which related to computer programs can be resolved by these skills.
These skills can be developed in employees by providing them with different programming
languages training (Mullins, 2017). For this hotel Hilton can hire external sources or can send
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employees to training in external classes. This will take 2 to 3 months to develop this software
and programming skills.
M3. Impact of Current Skills of Employees and Management
The employees and management of Hotel Hilton is consist of different skills. These skills
of employees help the organization to improve overall performance. The computer and data
handling skills of employees help to manage the data and information of guests. Customer
handling skills improve the experience of customer in hotel. Communication and decision
making improves the overall productivity of organization.
D3 Various Methods of training
The different method training and development in the hotel Hilton are specifically
decided as per the requirement. The training session, external training and developemnt and
educational classes are method of training in hotel Hilton.
CONCLUSION
From the above study, it has been summarised that business health check is an important
term in today's corporate world as it analysis the performance and effectiveness of the business.
There are various factors which affect the performance of the business. Thus, to maintain a good
health of business, company must analysis the factors and their impact on the organisation so that
negative impact can be reduce by adopting various strategies and tactics. Business health check
plays an important role in the improvements of business and their operations. If company is
performing good and effectively, company has high chances for adopting growth opportunities.
In the contrast, if company is not performing good, in this case, company's main objective is to
perform good rather than expansion. There are various skills which is essential for the carrying
out the activities of the business by the Management and staffs of the organisation. Thus, it is
important to develop these skills so that health of the business can be maintain. In order to
maintain good health of business, company prepare business development plan which is one of
the most important document for the organisation.
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