Hilton Hotel Marketing Plan: A Comprehensive Analysis

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Marketing Plan for Hilton Hotel

Abstract
The marketing plan has provided deeper insights of the management and the service-providing
factor. On the other hand, the business management process and resource analysis has been
provided to make some logical justifications. The service providing segment and relation of
external ambience is considered important as well. On the other hand, the market research has
considered a proficient approach strategy to ensure a productive return. The resource utilisation
process is considered and proper management requirements have been detailed as well. The
process of using the effectiveness of the resources is briefly described as well for better
convenience.
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Table of Contents
Introduction......................................................................................................................................3
Mission............................................................................................................................................3
Vision...............................................................................................................................................3
Aims.................................................................................................................................................4
Objectives........................................................................................................................................4
Environmental analysis....................................................................................................................5
STP analysis.....................................................................................................................................7
Marketing Mix.................................................................................................................................8
Resource analysis.............................................................................................................................9
Budget Analysis...............................................................................................................................9
Conclusion.....................................................................................................................................10
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Introduction
Marketing is considered to the best kind of services to be provided there are many cases where it
is seen that the service providing organisations are willing to make some changes in the process
of marketing. Marketing can be defined as the process of giving information to the people about
the availability of some service or good. The planning for this process is called marketing. The
management process is going to help in making a significant management process for better
assessment of the situation. The main objective is to provide a marketing plan for the Hilton
Hotel.
The company Hilton Hotel has been selected and for that, the service providers are going to
show the modified version of their mobile app to the upcoming London Tech Job Fair Autumn
2019 (Tech.London, 2019). This will help in making a proper kind of communication with the
service seekers. This is going to help in generating the best kind of attributes for better
assessment of the scenario. The company is one of the most reputed names in the domain of
hospitality services. The event selected is considered the biggest names in technical industry.
The assignment is going to help in meeting the requirements of the marketing plan, which the
Hilton Hotel is going to ensure in meeting the requirements of promoting the products in the
market (Hilton.com, 2019).
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Mission
The organisation was created to provide hospitality services to the service seekers. The main
mission of the marketing plan is to ensure a better customer retention rate and providing them the
seamless service they need (del Rio Olivares et al., 2018). The company was created for
providing proper support to the service seekers. The main mission of the organisation is to
provide the best kind of support to the people who are looking forward to have the best services
in a quality assured process in a cheap rate. The mission statement of the organization is to be the
first organisation to be the selection of the guests who are looking for a quality support to in their
vacation.
Vision
The vision of the company is to provide digital booking facility to the people and be more
competitive till 2030. The vision statement of the organisation is to make sure that they are
filling the world with warmth and hospitality so that the service seekers can have a better kind of
future to make a healthy progress in a quality efficient manner (UCAS, 2019).
Aims
The aim of the marketing plan is to make sure that the service seekers are getting adequate
information, which is a necessary factor to make them aware of the services like booking rooms
and other purposes, and telling them that the organisation is getting technically developed for
customer convenience.
Objectives
Some of the objectives are given below:
Objectives Specific Measurable Attainable Realistic Time bound
To make sure
that the
application
for booking
The
objectives are
specific
because the
The process
of booking
engagement
can be
It can be
attained with
proper
technical
The process is
realistic and it
is going to
provide better
Two months
will be
needed
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the services
are being
managed
proficiently
service
providers are
going to have
benefits from
it.
managed and
measured
with rate of
positive
feedbacks
developments. kind of
business
management
situations.
To make sure
that the
service
providers are
getting good
feedbacks
from the
people who
are seeking
proper help
from them
The process is
specific
because it is
going to
provide the
best detail
about the
service
services.
It can be
measured
with proper
monitoring of
the feedback
segment.
it can be
attained with
quality
services and
proper
response to
the client
concerns
The services
need to be
managed and
the feedbacks
ate important
for the people
who are in
line with the
service
management
process.
The time
needed for
this is three to
four months.
To promote
the services
of the hotel to
the target
market
The process is
specific and it
is going to
make some
kind of
marketing as
well for better
proficiency.
Marketing
activity
analysis will
help in
promoting the
hotel.
The process is
easily
attainable by
proper
advertisement
and marketing
It is a realistic
goal because
this can be
achieved by
making
proper
marketing
analysis.
Three months
is going to be
needed.
Table 1: SMART Analysis
(Source: Created by learner)
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Environmental analysis
The business management process depends on the environment because that plays an important
part in the service management process. Keeping a good kind of idea of what is happening is the
most important thing to be managed and in the following segment, the proficiency with
importance of it can be easily seen (Crowther, 2018).
SWOT
Strength
 The organisation is one of the most
popular names in the hospitality
industry.
 The reputation of the organisation is
high and it is seen that the business
management process is effective as
well.
Weakness
 Internal collision of the staffs is a major
issue that is containing a proper
communication related issues (Lu and
Zhu, 2019).
 The business management process has
often seen issues like error in
communication and management
disorder.
Opportunities
 The Hilton Hotel should focus on the
aspects of making proficient
development in the technical segments.
 The management needs to focus on the
factors like quality assessment so that a
better business situation can arise
(Wilson and Ellison, 2018).
Threats
 Internal collisions may result in having
issues like quality degrade.
 The opportunist organisations may
capitalise this opportunity and ensure
market capitalisations from Hilton
Hotel’s part.
Table 2: SWOT analysis
(Source: Created by Learner)
PESTLE
Factors Analysis
Political The business assessment process of an
organisation depends on the political
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environment. The political environment of UK
is in a stable state and it is being seen that
government is lenient on the developments in
private segment business after the Brexit event.
In the common market, the trade price is kept
nil as well. The possibility of success is high
for Hilton Hotel
Economic The country is economically strong and the
GDP is high as well. This impacts the services
in a proper manner hence it is a proficient
place to invest in for the Hilton Hotel. The
inflation rate is 3.1% and the country has fifth
strongest GDP, hence the possibility of success
is high (BBC News, 2019). The rate of VAT is
low and the monetary policies are regulated for
convenience of the civilians
Social The demand of modification in the technical
segment is high and the hotel business is
depending on this fact as well. This is the
reason why modification is necessary. Hence,
it can be stated that the organisation will have a
better opportunity here. The cultural values are
prioritised and in the recent state, the demand
of digitised ambience is very important.
Technical The country is technically developed and they
are capable of making amendments in the
services. This is the reason why it can be
considered that the people will support the
technical modification and the management of
the hotel will be benefited. The social media is
being used for promotions and hence it is a
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proper technical development.
Environmental The environment-concerned organisations are
being mostly loved and the management of
Hilton Hotel is aware of it. Their greener
approach is making the market lenient and
hence they have more possibility of growth.
Legal The aspects associated with the business
management process are related to the
following Employment Act 2002, Equality Act
2010 and many others to stay lenient to the
organisation. The employment act ensures
proper employment process and Equality Act
ensures equal rights to all employees.
Table 2: PESTLE analysis
(Source: created by the learner)
STP analysis
Segmenting- the market segmentation is the main process to select people who are going to be
offered by products. The market segmentation will be made on the demographic and demand
basis. The demographic segmentation will consider the travellers and businesspersons as the
most important customers (DeSarbo et al., 2017). On the other hand, the geographic
segmentation will be considered, as there will be necessity of making changes as per the deferent
demands of the locations.
Targeting- the prime target of the marketing process will be frequent travellers, researchers of
different university and colleges and the businesspersons. This will help in making amendments
in the services and it will be more precise.
Positioning- the organisation is going to be positioned in the high quality service in a low rate
segment. This will help in making significant development in the service-providing segment as
well.
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Figure: Positioning Map
(Source: Created by Learner)
Marketing Mix
Product- the main product of the organisation is giving proper services to ensure a productive
culture to the people. The service refers to the application for booking rooms and services.
Place- the market considered by the service-providing organisation is London and the internal
markets of the United Kingdom. This is going to help in meeting the service related needs and
the reviews will be more polished as well (Fan et al., 2015).
Price- the price of the service is minimum but the possibilities of further rise in hotel services are
high as well.
Promotion- the considered promotion medium for the services is the web pages and social
media and the management has considered the London Tech event for this promotion too.
People- the people who are providing services are main concerns and development of their skills
is the prime concerned factor.
Process- the management has considered giving full flexibility to the people and they have
managed to make significant impact on the thinking of the people.
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Physical Evidence- the services are being properly managed and the visual of the app is good to
go for. It is convenient for the users as well.
Philosophy- the philosophy of the product development needs to be asked in order to make some
modification in the service-providing segment (Bahadir et al., 2015). The demand of the market
is understood and the amendment is made in accordance with that.
Resource analysis
The resources that are to be used in this marketing process are related with the application
development and the event that have been considered (Baker and Magnini, 2016). The resources
that are used in this process are
 Proper technicians who are going to develop the application for better use in future
 The investors who will provide monetary benefits to ensure a proficient service rate
 The marketers who will give data to the research and development team for better
assessment of the situation
 The event management team is also a resource in this case as they will help in providing
better platform to the Milton Hotel
VRIO analysis
Valuable- the resources have to be valuable so that it can give competitive advantage to the
organisation.
Rareness- the resources have to be rare so that it can be competitive and useful in nature.
Imitability- the chances of imitability has to be low so that the services and products cannot be
copied. This is going to increase the chances of temporary competitive advantage.
Organisation- the organisations has to be capable of using the resources in a proficient manner.
Resource Valuable Rareness Imitability Organisation Impact
Technical
Resource
Yes No Yes Yes Proper
network
security
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Market
reputation
Yes Yes No Yes Proper
market
capitalisation
Table 4: VRIO analysis
(Source: created by the learner)
Budget Analysis
Aspects Value (£)
Market analysis 15000
Market data collection and analyse 20000
Research and development 25000
Product prototype testing 10000
Product improvement 5000
Marketing 25000
Branding 15000
Total 115000
Table 5: Budget analysis
(Source: created by the learner)
Conclusion
The research has considered the relation of external and internal elements. The environmental
analysis provided important things to be managed and in this case, they are effective as well. It
can be concluded that the management has the potency to utilise the event platform and they will
have better results in future. The application development is a necessary factor to consider
because in the coming days the entire booking process will be done digitally. Therefore,
necessity of proper situation management is important for the Hilton Hotel. The management
should continuously improve them. This will help in meeting the requirements in the coming
future.
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