Business Health Check Report: Hilton Hotel Strategies and Analysis

This report provides a comprehensive business health check of Hilton Hotels, examining its history, objectives, and the impact of various factors on its operations. The analysis includes a SWOT and PESTLE analysis to assess the company's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, technological, legal, and environmental factors influencing its performance. The report also outlines potential improvements for the business, such as creating an operational excellence group, communicating new ideas, implementing action plans, and engaging stakeholders. Overall, the report offers a detailed overview of Hilton Hotels' strategies, market position, and areas for development within the hospitality industry, aiming to provide a clear understanding of the company's health and potential for growth.

Business health
check

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO1..................................................................................................................................................4
1.1 History of the organisation ...................................................................................................4
LO2..................................................................................................................................................9
2.1 Reviewing the effectiveness of the business.........................................................................9
2.2 Development plans to improve the business.......................................................................10
LO3................................................................................................................................................16
3.1 the current skills of the management .................................................................................16
CONCLUSION .............................................................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION
Business health check plays a vital role in checking the health and stability of the
company and also their retention among the employees and other staff in their working structure.
It examines the overall productivity of the company and also their reputation and goodwill to
achieve goals and targets within the stipulated time and efforts. It majors highlighted on the long
terms and short term goal of the company and their strategies and polka to achieve such objective
in better way (Botha, Grobler and Eloff, 2017). Present report is based on Hilton hotel and
resorts which is founded by Conrad Hilton in 1919. These hotels are mainly based on London
and also had 5865 properties in almost 85 countries. They maintained there brand reputation in
the market and also there long term goal is to establish more hotel or lend franchises which is to
be raised by 20% in hotels industry. Hilton hotel are famous in maintain their stability and
reputation in the market through their services and animates which they are offering to their
customers. This enhances the customer interest towards their brand name, and they get more
profits and retention period for longer growth.
Reports will includes the various objective which the business focus in achieving goals
and also its impact which varies at the time of operations. It also includes the business

development plan which includes the matters in respective of marketing, products/ services and
other financial matters of the company. Lastly the report ends up with the current skill which
requires for the development of management and staff in the organization.
LO1
1.1 History of the organisation
Hilton hotel is a multinational hospitality which franchise and manage the broad portfolio
of the resorts and hotels. It is one of the global brand of the full services of hotels and also the
flagship of the American multinational of the hospitality of the Hilton in company. It has been
founded in the may 1919 and also in the present time the corporation has been led by the
Christopher J. Nassetta. The main headquarter of the Hilton hotel is in Tyson's Corner, Virginia.
The portfolio of the hotel has been involved the 5,757 properties with the 923,110 rooms in 113
countries and it has been mainly targeted the both leisure travellers and business with the
locations in the major city centres, near airports, convention airports and also the popular
holidays whom destination has been around. It has become the public company which day by
day raising the $2.35 billion in the second IPO(Woringer and et.al., 2017. ).
Objectives of the business
The objectives of the business are the main results in the hope to achieve the grow and
run of the business. It has been connected to the each and every aspects of the Hilton Hotel and it
also needs to have the clear and strategic goals in the mind of the company to stay on the track.
There are some business objectives of the Hilton hotel which become the foundation of the
business planning as follows;
 Hilton hotel promote the industries of hotel and it also protects the rights of lawful of
their members.
 Hilton hotel has been created the uniformity in the rules and regulations of the
management and administration of the business.
 The objective of the Hilton hotel is to raise the standard of the hospitality services by the
assistance of staffing of Hilton and also the interchange of the assistance of the Hilton
hotel.
 It inquires and investigate all the issues and problems which has been faced by the
members.

 Hilton hotel promote and make good relationship and understand among the employers
and employees within the company.
 It also promotes the co-operations among the international, national and regional
organisations which is related to the tourism and hospitality industry(Arroyo, and
et.al.,2017.).
The long term objectives of Hilton hotel
In addition to this it has been stated that the measurable of the short term objectives, Hilton hotel
has been also committed the focus on the long term objectives which offers the significance of
the long-term benefits. There are some points which has been mainly focused on the long term
objectives of the Hilton hotel:
Brand recognition:- it is also a long term objective of the business goals which has increases the
awareness of the brand and also the recognition of the names. It is an ongoing process which has
been easily recognisable in the community and goes for the long term. It easily obtains the new
customers and also keep the current customers. It is a long term objective which is beneficial for
the Hilton hotel.
Creating stellar Reputation:- it is long-term objective of the Hilton Hotel which has been
restricted to the financial market. It builds up the street credentials for the Hilton. It is a credible
source of vouching the business which help in gaining the trust of the customers and make the
direct way for the clients of Hilton hotel.
Grow social media following:- These days people get daily pop ups in their social media feeds.
From growing on the social media it can take some time but reach the customers for receiving
the worth. It mainly focuses on the marketing outlets which is familiar with the Instagram, face
books and so on sites(Carrà and et.al., 2016. ).
Host promotional events:- sometimes it belongs to the short term goals of the Hilton hotel but
is has been depends on the measuring of the hotel. It has purely executed to the successful events
which is short term goals. It can basically affect the long term objectives of the Hilton hotel. This
event relate to the accomplishing the several marketing events which involve the awareness
strengthening the relationship with the consumers and boosting the revenues of Hilton hotel.
The short term objectives of the Hilton hotel
Its necessary to set the short term goals which helps in achieving the attainable goals and it also
expands the Hilton hotel in the new market.

Make marketing and sales a priority:- It is always been clear in mind the marketing and sales
are key to success. It is necessary to set the strategy of the Hilton hotel for achieving the short
term objectives. It always helps in optimising the search engines and raise the lead generation
which make it and its easy for them to maintain and launch the market campaigns.
Getting and staying profitable:- it is short term goal of the Hilton hotel which basically means
to maintain the profitability and also making sure about the revenues of always stays ahead of the
cost and capital of doing the business. It also focuses on the controlling the cost in operations and
production for maintaining the margins of the profits on the services(Singh and et.al.,2018).
Excellent customer services :- its is also a short term goals which helps in making the long term
profitability. From providing the best customers services will help in retaining the clients and
customers and also generate the repeated revenues. It keeps the customers happy which is a
primary objective of the Hilton hotel.
Simplify the day to day activities and automate the workflows for improving the
productivity:- it is also a short term objective of the Hilton hotel where they try to make and
build the better customer's relationship management and also make the project management
solutions which will respond in the less time in the administration task.
1.2 the impact of factors on business.
SWOT analyses
SWOT Hilton hotel
Strength  It has the vast scope of the business and
also extensive experience.
 It has strong portfolio of the property.
 Hilton hotel has the high level of the
customisation services through
technology integration.
Weakness  It so much depended on the US market.
 It has little share of the global market
and despite to the large and big
portfolio of the brands.
 It has lack of flexibility due to its large

size(Barik, and Kumar, 2018. ).
Opportunity  The biggest opportunity for the Hilton
hotel it has to expand in the
international market.
 It has formation of the strategic
alliances.
 It mainly focuses on the research and
development
Threat  Hilton hotel has threat of the political
instability and terrorism.
 The ethics related to the issues in the
hotel.
 There are so many losses of the key
personnels and key talents.
PESTLE analyses
Political factor:- The basic and general requirement of the Hilton hotel is to the success
regardless to the industry. It influences the numbers of tourist, visitors and business travellers
visited to the country in direct and indirect ways.
Economic factor:- International and national macroeconomic factors and situations which
impact the situations which affect the Hilton hotel and it is a direct result of the global economic
and also the financial crises(Lu, and Shimamura, 2018. ).
Social factor:- there are so many impacts of the social factors on the Hilton hotel such as
demographics, gender roles, the power structures, attitude towards the heath and safety and also
access to the essential services which is directly affect the services which has been provided to
the customers.
Technological factor:- the latest technology is generally based on the implemented on the
innovations by the competitors of the Hilton hotel worldwide because it lowers the cost of
productions, it empowerment the supply chains of the partners. It has the intellectual rights of the
property and also fully protections of their patents.

Legal factor:- The general level of the environmental laws of the Hilton hotel needs to meet the
laws and regulations. Its necessary to have the legal protection of the intellectual property,
copyrights and patents which will impact the Hilton hotel if there is no enough protection. It is
also necessary to make different types of laws which manage and organise the Hilton hotel
because it is good for employees, organisation and customers as well.
Environmental factor:- there are so many factors which impact the Hilton hotel in so many
ways where the puts so many targets which results has the greater scrutiny and environmental
standards. Its necessary to create awareness in the customers and employees as well because
from extreme whether it also add cost in the Hilton hotel where it has to invest in making so
many supply chains more and more flexible(Woringer and et.al., 2017. ).
Potential improvements of business
Creating an operational excellence group:- it is one of the most common factor for improve
the potential skills of the business where it improves the techniques which has the specific task
force for creating the business project.
Communicate with new ideas:- it is one of the potential improvements of the Hilton hotel
where business will need to communicate new ideas and also get so many improvements through
that. it improves the ideas through communication with other in the Hilton hotel and it also
improves the communication process which has been used for this purpose.
An implement action plan:- the planing techniques is much more important where it has been
identified the problems of the plan. It has also gives so many ideas which need to make change s
in the Hilton hotel planing process.
Stakeholder engagement:- it is one of the most important potential improvement which is
implemented by the Hilton hotel where it has been boil down the improvements which create the
culture around the initiative improvements. Success is all depend on gaining and buying the
management and also the key stakeholders.
Capturing the current state of affairs:- it has been implemented that the process of the
improvement for the instance is one of the best practice which has been established and followed
for the need which has been capture in the process. From creating a process always maps a front
line for the successful improvements but also the standardisation which has been always the
trench standing on the way to open the pastures of the operational excellence(Arroyo, and
et.al.,2017.).

Ansoff's matrix
Existing markets New markets
Existing products Market penetration
 It increases the sales of
the Hilton hotel in the
existing market.
 It wins the customers
from the competitions
Market development strategy
 it has so many new
market segments.
 It has new geographic
markets.
New products Product development strategy
 Different levels of the
quality.
 It has new features in
the rooms of the hotels.
Diversification strategy
 Through economic
growth and
development.
 Through new services
and products in the
new market.
Market development strategy:- it is important and necessary where the marketing development
strategy has been used in the existing market of the Hilton hotel because it is process of
evaluating the each and every facet of the business for establishing the strategic position in the
market. Hilton hotel mainly focuses on the making the best use of the available resource and
sources in the market strategy. From having an effective marketing strategy it has been
commences with the determination of the goals and objectives which has been used in the project
with the target. It intends to satisfy the demand and needs of the customers in the market and also
develop. From market development strategy it has been developed the definite actions for the
plan of expansion of the sales volumes and also the revenues flow in the business(Singh and
et.al.,2018).

LO2
2.1 Reviewing the effectiveness of the business
Effectiveness represents that doing the correct things in the business. This helps the
business to achieve or summaries the overall objectives of the company. It helps the organization
to move in the right direction and also the plan and procedure which they are implement in g
shall be used in the accurate way so that they can retain the employees and staff for longer terms.
With the effectiveness in business that can also achieve their long term and short term goal more
easily (Cohen, Hanna and Gössling, 2018). If the company manages their activities, and they
make the plans accordingly to achieve short term goal to respect of making various strategies
than they can accomplish their targets within more beneficial time and less efforts.
In relation to Hilton hotels they had to develop their area in more effective manners in
context of marketing. Digital marketing are the boom in the country and the customers are
mainly attracted with the promotion and advertisement and the services which are viewing in
their online sites. Usually online networking are vast nowadays, and they are easily approachable
to any person (Soliman, 2016). That the reason company spend huge money on preparing their
effective online sites, so that they can directly connect with the customers if arises their reviews
and queries in better ways. If the hotels take an effective decision, the major decision is in
respect of using the best quality products and timely delivery of goods to their clients or
customers.
With this marketing strategies they enhance their short term goal by managing these ales
activity and other planning tools are also used to increase the productivity. If the sales in the
company increase this results in managing their more productive results and also brings bring
increase in financial capability of the hotel (Angkanurakbun and Wanarat, 2016). They can raise
new projects regarding expanding of the hotels or innovating new ideas to increase the interest of
the customers at large scale. In case of effectiveness of business it also results in managing their
brand name and also other entries which results in keeping the records in books and other
documents helps them to maintain their other documents more clearly.
2.2 Development plans to improve the business
Business plan refer to such planning activity which results in examining the overall
development of the company and their plans and procedure to achieve goal and targets with in

the time allotted (Zhang, Seo and Ahn, 2018). It is mainly based on strategic planning and
controlling and results in effective results if they are planned in better way. It involves the
following development plan of Hilton Hotels.
Business concept : As Hilton hotel main concepts is to set their hotels in Serbia and rated to be
as four star property. They carry a strong brand name in context of hospitality industry. The
major concept of Hilton hotels are that they provide free Wi-Fi and digital check in facility to
their customers, so that they can easily board into the rooms and also organize the events at
affordable prices (Rieu and Kamara, 2016). The concept which they compare from other hotel
industry is hat the products and services which they are providing in the hotel are different a
more secured as compare to other hotels. The quality of food and timely deliver of room services
are also fast which is demanded by most of the customers in the hotels.
Vision and mission: The vision of Hilton hotels are that they enhance their strong brand image
in the field of hospitality, so that they can expand their hotels in different countries where there is
less demand of hotels (Seal, 2019). The mission of Hilton hotels are that they greet their guest in
more patience way and also they welcomed them with more polite and unique way. The mission
is to retain the staff for longer terms and also didn't discriminate any of the employees on the
bases of caste, sex, colour, region and religion.
Objectives: The Objectives of Hilton hotel is to attract the customer through their services and
product by reducing the wastages of resources. They also had to work lawfully and not condition
are to be omitted if they are useful to achieve goal with certain norms and conditions.
(Cobanoglu and Ongan, 2018). The major objective is regarding providing training facility to
their employee and staff so that the knowledge which they get through internal perspective also
get knowledge and experience from external use.
Porters five: In this method, it helps to analyse the strategies and plans which the company used
to archive to examine their overall working. This method shapes the industry in more productive
manners.
Porters Five High/ Low Justification
Industry revivals High Hilton hotel had high industry
revivals and due to their

services it may result in
providing more competition in
the market and that the results
it is rated at high scale (Oloko
and Ogutu, 2017).
Bargaining powers of suppliers High If the brand image of the
hotels is high, then the supplier
also charge more cost for the
resources which they are
supplier. As their services and
raw material are unique and
not easily available.
Bargaining powers of Buyers Low Due to providing the loss cost
product with more quality
services, the demand of buyer
are less and also they are
satisfied with the services
which the hotels are offering
and fulfilling their demand at
high rates (Botha, Grobler and
Eloff, 2017).
Threats of substitute products Low By enhancing the strong brand
image the changes are less to
effect the reputation of Hilton
hotels.
New entrants Low Hilton hotel are already
located at 85 places and that's
the reason they carry the
strong brand name which
results in less affecting the