Marketing Plan Analysis: Hilton Hotel's Catering Service Expansion

This report presents a marketing plan for Hilton Hotel's catering services, covering various aspects essential for successful implementation. The introduction outlines the importance of marketing plans and their role in achieving organizational goals. An executive summary provides an overview of Hilton's global presence and its strategy to offer catering services. The report then details Hilton's business strategy, including the price penetration strategy and the use of social media for promotion. It includes the mission, vision, and objectives of the catering service. A SWOT analysis identifies the strengths, weaknesses, opportunities, and threats. The STP approach (segmentation, targeting, positioning) is discussed, followed by an examination of the marketing mix, including product, price, place, promotion, physical evidence, and process. A budget for the catering service is also provided. In conclusion, the report emphasizes the vital role of marketing plans in achieving business objectives. The report uses references to support the claims and analysis provided.

Hospitality
marketing essential
(TASK 2)

Table of Contents
 Introduction
 Marketing plan
 Concusion

Marketing plan involves different activities and strategies which is
implemented by marketing team of an organisation with an aim to raise
sales an profit level effectively. It is important for higher authorities to
carry out all tasks in an appropriate manner so that goals can be
attained within specified time frame. The main motive to execute
marketing plan is to gain positive results and raise profitability of the
company.
INTRODUCTION

Marketing plan of Company
Marketing plan is a framework that
involves strategies, methods,
activities or an action which help
companies to attain their goals
within given time period..

About Hilton Hotel
Hilton Hotel is an American multinational chain of Hotels which was
established in year 1919 by a famous personality Conrad Hilton. The
company offers Luxurious Hotel, Resorts and gives high quality
service to customers. It is exist in more than 5,500 locations and
have greater than 1,60,000 talented and skilled workforce (Melissen
and Sauer, 2018). Moreover, its higher authorities adopted various
marketing strategies in order to attract large number of customers
and raise their sales level

Executive summary
The presence of Hotel is in more than 100 countries worldwide that
shows it is performing various functions as well as operations
effectively. In order to gain leading position in these industry, the
company offers quick delivery and high quality service to its
customers. The higher authorities of Hotel decides to offer catering
services in both inside & outside of company premises in a defined
manner. In addition to this, it is easy for higher authorities to
execute its new plan under one brand name by optimally utilising
the organisational resources.

Business strategy
An effective strategy assist companies to implement tasks and activities
in an appropriate manner. With reference to Hotel Hilton, the higher
authorities adopt price penetration strategy in order to implement its
new idea of catering business in market effectively. Along with this,
the company uses social media platforms & its own website in
order to promote its catering business at marketplace.

Mission & Vision
Mission: The mission statement of company is “ To be the preferred
choice of customers and increase its level of market share
effectively”.
Vision: The vision is “ To gain leading position in hospitality sector
by giving high quality service to customers within the market”.

Objectives
 To effectively manage activities & operations in order to raise
market share by 20% in the next 4 months.
 To develop effective marketing strategies that attracts large
number of audiences and build positive brand image at
marketplace.
 To increases sales & profit by introduce new idea of catering
business in the market.

SWOT Analysis of Hotel Hilton
Strength Weaknesses
 One of the major strength of
company is skilled and talented
workforce which carries out
company on leading position in
hospitality industry.
 The company provides high
quality and on time services that
attract large number of
customers which in turn raises
sales and profit of company.
 The company is not able to
implement its strategies and
plans due to which market share
of Hilton Hotel declines.
 It is difficult to coordinate and
performs out all activities due to
changes in policies of countries.

Cont...
Opportunities Threats
 The company have the
opportunity to enter into Asian
Markets by its new ideas which
assist in raising market share as
well as sales of Hilton.
 Hotel Hilton has the opportunity
to increase its product line and
gain higher profit.
 Competitors such as Hotel Hyatt,
Marriott International is the
biggest threat of company that
decline its sales and profit level.
 In order to compete with rivals,
the company lower down its
prices of services due to which its
profit and revenue decreases.

STP approach
This approach is used by organisations to categorise market into
different segments, targeting them and to build positive image in
market. It involves three steps that is:
 Segmentation
 Targeting
 Positioning