Marketing and Data Analytics Strategies: Hilton Food Group PLC

This report provides a comprehensive analysis of Hilton Food Group PLC's marketing and data analytics strategies within the food packaging industry. It includes a company profile, context analysis using the PESTLE model, internal analysis focusing on strategy, culture (using Hofstede's model), resources, and social-political factors, and a market analysis covering consumer trends, agencies, competitors, and media messaging. The report also examines the company's marketing communication strategy, segmentation, targeting, positioning, and peer analysis. Key findings highlight the impact of COVID-19, the importance of adapting to consumer trends, and the competitive landscape, offering a holistic view of Hilton Food Group PLC's market environment and strategic approaches. Desklib provides students access to similar solved assignments and past papers.

MARKETING AND
DATA ANALYTICS
OF HILTON FOOD
GROUP PLC

Table of Contents
INTRODUCTION...........................................................................................................................3
Company profile..........................................................................................................................3
Executive summary.........................................................................................................................5
MAIN BODY..................................................................................................................................5
Context analysis...............................................................................................................................5
Internal analysis...........................................................................................................................6
Market analysis-...........................................................................................................................8
Environmental analysis-............................................................................................................10
Marketing communication strategy-..............................................................................................11
Segmentation-............................................................................................................................12
Targeting-..................................................................................................................................12
Positioning map.........................................................................................................................12
Peer analysis-.................................................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

EXECUTIVE SUMMARY
The report was aimed to bring deeper understanding pertaining to Hilton food group Plc.
Which is engaged in packaging food business. The report has evaluated the context and brought
great understanding of its both internal and external business environment. for this sake PESTLE
model was instilled and the outcomes were driven. It has also revealed key segments, target
market and positioning map of the entity. At the end the report had also driven intensive insights
giving peer performance evaluation in a broader manner. The report articulated all the notions of
the entity.

INTRODUCTION
Marketing is the set of practises which are performed in order to creating, communicating,
exchanging offers, delivering services to the intended customers. The report would be making a
great analysis pertaining to Hilton food group Plc. With this regard, some intensive analysis such
as company profile, context analysis, internal analysis, environmental analysis, market
communication analysis and peer analysis would be carried out (Seruna, 2022). For fulfilment of
the aim some relevant models are to be used so can present the information in more reliable
manner. The report would be providing deeper insights of organizational environment.
Company profile
Key facts and relevant points of the organization-
Hilton food group is engaged in food packaging business. The organization came into existence
in the year 1994 having headquarter in Hunitngdon, UK. At present the organization is also
registered in FTSE 250 which is quite credit worthy notion. The organization is performing its
business in more than 14 countries being engaged in different supermarkets. All kinds of food
items are being extended by the entity (Molina, et. al. 2021)
Hilton food group Plc.
Figure: 1.1 Hilton food group
Key financials of the company-
The organization is making great progress in last couple of years. Specifically, after
expansion in different markets now it is generating great sales. The data of last five years are
presented as-

Figure:1.2 Hilton food group plc turnover of the last 5 years in GBP (Hilton food group, 2021
)
The EBITDA growth is also going in upward direction. Form the year 2018 to 2021 the
EBITDA growth is as 20.65%, 49.59%, 31.56%and 8.50%. At the same time, the growth rate of
sales has been quite drastic in last couple of years. Over the period the assets total growth has
been also favourable. Such as in the years 2020 and 2021 it was 16.54% and 10.63% (Davies,
2019)
Figure:1.3 Cash and short term investment growth rate (Hilton food group, 2021)

As from the diagram above it can be seen that the organization is getting great progress in
last couple of years. Pointedly after being attacked by Covid-19 the entity got befitted but latter
on the trends are showing favourable inclination.
Sector in which the organization is operating the business- The organization is working in food
sector which is one of the fastest growing sector in UK. The entity is having its headquarter there
so it becomes inevitable to operate its business with greater efficiency so can lead the market.
Gross Value Added of the UK agro-food sector, 2020
Agriculture and Fishing £11.5bn
Food and Drink Manufacturing £28.8bn
Food and Drink Wholesaling £13.2bn
Food and Drink Retailing £36.2bn
Non-Residential Catering £26.5bn
£
Total Food Sector £104.7bn
Total agri-food sector £116.2bn
Figure: 1.4 Gross value addition of the food sector of UK. (Gross Value Added of the UK
agro-food sector, 2020)
The changes impacted the sector and the company, reasons of it- There have been some
changes in last couple of years such as due to Covid-19 organization brought some radical shifts
in its operations. For example- Hilton started adopting digitalized tools to the fullest extent. This
must be taken as a severe change implementation. Which led it to additional cost but it ultimately
driven better performance. On the other hands, modern technology which is used in the field to
make the task of packaging simpler escalated its capabilities and now the entity is able to make
the work handy for its employees. for instance- EPE or Expanded polyethylene is being used by
the organization so can make it simpler and more reliable.
MAIN BODY
Context analysis
Context analysis can be defied as bringing better understanding of environment and kind of
notions in which an organization is getting operated. This is a well-structured approach which
enables to assess the realm where a business is being carried out. It gives deeper insights of
internal and external factors of business environment so can make more drastic or rational
decisions (Seruna, 2022)

Internal analysis
Internal analysis can be defied as the course of action which brings deeper insights of internal
factors prevailing in an organization. This helps to recognize those inevitable notions which
drives organizational performance. On the basis of the analysis some actions for betterment can
be taken (Shah, Sirts and Pfahl, 2019)
Strategy of Hilton food group plc-
Hilton is engaged in food packing business so the organization is having strategy to offer
a great product portfolio which covers wide range of items. For example- Red meat can be
considered as star product since it is making great profits at the same time, some products such
as seafood are facing issues so can be cited as dog products for the organization. On the other
hands, it gives better security and sense of superiority to its customers which somehow enables
them to cherish its products and services. “Go to market strategy” of the corporation is
somehow paving the way forward. On the other hands in all the associated realms it works with
hyper inclination.
It would be fair since account receivable turnover rate is growing with every passing year. As it
has been 9.96%, 8.85%, 14.77% and 14.02% so it would be fair to articulate that the organization
is growing with rapid rate due to having better and suitable strategy (Johnston, 2020)
Culture
At present the entity is working in around 14 nations with its main markets in UK. So the
cultural dimensions are as followed. With this respect Hofstede model is being applied.
Table showing cultural dimension available for the organization.
Factors Performance
Power-distance In term of power distance so the market of UK is having
belief in minimization of such inequality factor.
Individualism vs
collectivism
When it comes to individualism then people are very much
caring of their family and community.
Masculinity vs
femininity
The society is supposed to be “Masculine” since the society
is still having domination of male in practise.
Uncertainty avoidance When it is about uncertainty avoidance then the social
practise suggests that it is quite ready to deal with any form
of uncertainty.

Long term orientation The UK society is time oriented. It accepts challenges but
keeping links with their past.
Indulgence vs restrain There is great orientation when it is about indulgence. The
society is ready to accept new convictions.
Figure: 1.5 cultural dimensions of UK. (Hofstede insights of UK, 2022)
This table is quite helpful since it paves the way to understand customers and then transmitting
them the best set of services. For example- the society of UK believes in indulgence so the
organization can offer new products and services to them even if they are drastic in nature.
Mission statement of Hilton food group is “to fill the earth with the light and warmth of
hospitality”.
Resources
The organization is having multiple resources to make them utilized. As the entity is now
working in around 14 nations so it may go with more personnel or human resources. On the other
hands, there are number of markets are to be explored which is hugely possible with expansion.
In term of finance then it is still having alternatives to hike its overall market capital. So these are
some essential resources available to the organization. For example- Better labour market is
offering them huge labour, technical experts are also available, global suppliers, fund providers,
row material for production are those available resources (Bakhat and Marroun, 2022). The chart
substantiates it as-
Figure:1.6 Account payable growth (Hilton food group, 2021)

Social-political
The social political notions are going in quite radical manner. as after covid-19 there had been a
lots of political and social turmoil came on its way. This was the reason of its poor performance.
Cash and short term investment growth came down to 12.04% in 2020 from 25.52% in 2019. At
the same time, accounts receivable growth has been negative in 2020 as -8.41%. the changing
social norms are behind this all (Damasceno, et. al. 2018)
Market analysis-
Market analysis is the process of analysing the all dynamics which are prevailing in a market. It
gives deeper insights to an organization so can make appropriate decisions taking it into
consideration (Sen, 2022)
Consumer trends
Consumer trends help to analyse the mood and direction of consumers so can make
appropriate changes in the policy to get them highly satisfied. In UK the trends of consumer
spending are as-

Figure: 1.7 consumer trends of UK. (U.K. Consumer Spending 1960-2022
As the figures are showing that the consumer trends are seemingly in favour. Due to uncertainty
caused by pandemic in the year 2020 it came down yet the trends are looking escalating. On the
basis of the trends it can be deciphered that there is better scope for growth (Noori, and Latifi,
2018)
Agencies
The organization is having a lots of intermediaries since it is working in around 14 nations. So
there are number of agencies who are in support. Suppliers of food material, non-food material,
suppliers, dealers, super markets selling its product etc. These agencies are supporting the
organization (Change, 2020)
Competitors
There are range of competitors such as Tulip ltd., Moy part ltd., Iceland foods ltd., Kerry Group
plc., Brake Bros ltd. etc. are some of its key competitors. These are considered to be its
competitors since they are having great dominance in the market and are having capability to
impact organizational performance.

Strategies and the use of tools
The organization uses multiple tools and strategies to enhance its market capabilities such as
technology, financial, personnel, Intellectual property etc. Mainly it uses “Go to market strategy”
to dominate the customers.
Figure: 1.8 Go to market strategy and its components (Go to market strategy, 2022.
)
Media message
The organization is using multiple platforms of media to grab attention of its customers. It uses
both traditional and non-traditional media sources. It keeps sharing its innovation and some new
dimensions to make special place in the constellation of potential customers (Bain, and
Slaymaker, 2018). For example- both conventional and non-conventional media sources are
being used.

Environmental analysis-
Environmental analysis refers to the evaluation which brings better picture of the environment in
which an organization is getting operated. This consists both internal and external aspects.
Political changes- Over the time there has been number of factors which affected the financial
situation of the organization. such as hyper tax rates, mandatory employee benefits, drastic
regulations pertaining to business safety regulations, wage legislation, tariffs etc. For example-
Brexit came on 31 January 2020 affected these all realms (Bakhat and Marroun, 2022)
Economy- inflation rates had affected it specifically after Covid-19. Then hyper interest rates
and toppling infrastructure have also been big tension for the entity. The hit of pandemics also
affected the supply chain which was ultimately reflected in term of poor ROI (Seruna, 2022)
Social- The social dynamics got shuffled. As it has been seen that now people are more
conscious about their health and they are less likely to consume pack food. Leisure interests are
also moving to different direction which is affecting the financial position (Shah, Sirts and Pfahl,
2019)
Technological- In the food industry the changes are getting imparted with quite heavier rate.
Now the organizations are taking bigger steps to make their products safer and trustable. As
modern supply chain has brought great financial advantages to the organization (Sen, 2022)
Legal- In the last couple of years the entity has faced range of legal turmoil’s such as
employment laws and their rigidity, data protection related issues, discrimination laws, Anti-trust
laws in the food and beverage industry etc. For example- Employment rights act 1996, made
some drastic changes which brought bigger liability on Hilton food group.
Environmental- The markets in which it is getting operated are also prone to achieve the aim of
SDG (sustainable development goal) and MDG (Millennium development goals) by the year
2030. So in such circumstances it becomes severe to make better change. At the same time, it
gives opportunity to make higher profits. For example- It changed the way organization was
practising and packaging its products (Noori, and Latifi, 2018)
Marketing communication strategy-
Communication strategy- It can be interpreted as the set of principles which are fabricated by
an organization in order to make sure better communication. It gives them upper hand to be
highly affluent when it comes to transition of information (Change, 2020)