Marketing Plan for Hilton Hotel: Analysis and Strategies

This report provides a comprehensive analysis of the marketing strategies employed by Hilton Hotels. It begins with an introduction to marketing fundamentals and the role of marketing functions, followed by an examination of how marketing interrelates with other departments within the organization. The report delves into the application of the marketing mix (product, price, place, promotion, people, process, and physical evidence) within Hilton Hotels, considering how each element is utilized in the marketing planning process. A significant portion of the report is dedicated to producing and evaluating a basic marketing plan for Hilton Hotels, incorporating SWOT and PESTLE analyses to assess the company's strengths, weaknesses, opportunities, and threats, as well as its political, economic, social, technological, legal, and environmental factors. The report then explores the application of STP (Segmentation, Targeting, and Positioning) and concludes with a marketing plan budget and methods for monitoring and controlling the effectiveness of marketing activities. The report aims to provide a detailed overview of Hilton's marketing approach and strategic planning.

HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 The key roles and responsibilities of marketing functions ...................................................1
P2 The interrelation of marketing with other functional departments .......................................2
LO2..................................................................................................................................................3
P3 The ways in which Hilton Hotel apply in marketing mix to the marketing planning process
.....................................................................................................................................................3
LO3..................................................................................................................................................4
P4 Produce and evaluate a basic marketing plan for Hilton hotel..............................................4
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing means all the activities which helps the company to promote the product or services
and increase its sales. Activities like advertising, selling, after sales service are included in
marketing. The foundation model of a business is the marketing mix. marketing mix is a set of
tools that a company uses to promote their product in the markets. Hilton Hotels and Resorts in
among the largest hotel brand in the world. The main target of hotel are business class customers
and leisure traveller. The Branches of hotel are among all major cities, popular holiday
destinations around the world. This report will highlight about the key roles and responsibilities
of the Marketing function and the interrelation with other marketing functions. The report will
also discuss about the elements of marketing mix to achieve the objectives of business. lastly the
report will highlight about the marketing plan than will help the company to meet their
objectives
LO1
P1 The key roles and responsibilities of marketing functions
Covered In PPT
P2 The interrelation of marketing with other functional departments
Covered In PPT
LO2
P3 The ways in which Hilton Hotel apply in marketing mix to the marketing planning process
Marketing Mix :nd and products in the market. These are the seven elements of marketing mix :
Product : Product is the items or services that is develop to satisfy the needs of costumers. In
this element the Hilton hotel identify the need of the customer and modify their existing
products or develop new product to satisfy them(Tuten and Solomon, 2017).
Price : Price is the monetary value of the product which the customers need to play to own or
enjoy it. In this the company decide the price of product after analysing various products. At
Hilton hotel the pricing of products are done after analysing various factor such as Cost of
Products, advertisement cost, maintains cost and many more
Place : It is a physical place where the customer and business meet. the place for operation of
business matter lot in growth of the businesses. Hilton hotel select places for their business
operation are mostly tourist destination , major city centres, airport and many more.

Promotion : Promotion helps the company to boost the sales of the company. Hilton Hotels do
their promotion activities through various channels like event organisation. TV advertisement,
Magazine advertisement and many more this all activities spread awareness about the brand and
their products which ultimately increase the sales of the hotel.
People : The employees of the company are under people elements. This is among the most
important factor because the employees deliver the product or services to the customer. Hilton
hotel hires professional employees moreover the company organise various training and
development programs to increase the skills and techniques of employees(Chaffey and Ellis-
Chadwick, 2019).
Process : The process of the business affects the business operation and the execution. the
process elements have many factors such as supply chain, distribution chains and many more. the
process in Hilton hotel are less complicated which helps the employees to easy follow it and
increase the satisfaction level of customer as they can be in direct in touch to the management.
Physical evidence : The physical evidence means how the product and service are recognised in
the company. The Hilton hotel has very luxurious rooms and services and the hotel is well
known for such services in the market place.
LO3
P4 Produce and evaluate a basic marketing plan for Hilton hotel.
Executives summary : The marketing plan gives and overview of all the marketing activities of
the business. it is a process which helps in decision making regarding the strategies and also
helps in implementing them(Minazzi, 2015). Hilton hotel is among the leaders in hotel business
all over the world . the hotel provide luxurious hotel and resort business.
Mission : Mission of Hilton hotel is to became the number one choice for business as well as
leisure travels.
Vision : The vision of Hilton hotel is to open new branches in Asian markets to increase their
market-share in global market
Objectives : The main objectives of Hilton hotel is to increase the sales of their United
Kingdoms branch up-to 15 percentage
SWOT analysis of Hilton Hotels

Swot analysis is a business tools uses to identify the Strength, Weakness , opportunities and
threats which are related to the business(Lamberton and Stephen, 2016).
Strength :
 Strong property portfolio : Hilton hotel has properties in all the tourist destination and
city centres in United Kingdom and United States of America
 Customer retention rate : The retention rate of customers are very high. the hotel provide
proper services to the customers and assist them in almost everything the need.
 Extensive experience : The hotel have very unique and luxurious products and services
than helps the company to provide wonderful experience to the customers
Weakness :
 Dependence on UK and US market : The company is highly dependence on the market
of United Kingdom and United Stats of America
 High Level of Debts : The company is suffering from high debts problems
 Lack of Flexibility : There is almost no Flexibility in the structure of Hilton hotels
because of their large size
Opportunities :
 Internation Expansion : The company can enter into Asian market to increase the market
share of Hilton hotels in global level
 Mid-level budgets hotel : Hilton hotel can introduce new hotel series of their company
which provide the products and services in Low budgets
 Formation of alliance : The company can form alliance with different companies or
related service provider to increase the quality of their services
Threats
 Political instability : The government of United States of America is not that politically
stable because of Democracy in the Structure of Government
 Marco economic changes : There is adverse change in Macro economy in UK and USA
 Increase in competition : The competition in US and UK's market is increasing day by
days(Rogers and Davidson, 2015).
Pestle analysis of Hilton Hotels

 Political factors : Political factors are those factors which affects the working of the
company directly, due to Brexit the hotel is facing many problems in sourcing of raw
material
 Economic factors : The labour rate of in UK and USA is very high and the their are
adverse change in the economy of this countries, this increase the operational cost of the
hotel
 Social factor : The company should have a proper knowledge about the culture of UK
before expanding their business this include the attitude of customers, income and many
more this helps the company to grow their business
 Technological factors : The company should stay updated with the technological aspect
as they provide luxurious productions and services to the customers
 Legal factors : The company follows all the laws and rules of United Kingdom and also
have a legal team to help them to not fall in any legal problems this increase the goodwill
of the company(Luxton, Reid and Mavondo, 2015).
 Environment Factor : The company have a strict waste management policy, the
unpredicted climatic changes in company has affected the market of the company.
Marketing mix
It is among the most importance things for Hilton hotel to implement a proper and effectively
marketing plan, These helps the company to meet their business objectives. the hotel want to
increase the sales of their UK branch by 15 percentage. These are the various strategies that
company should apply
 Product : Hilton hotels can provide various services like free Wi-Fi, Healthy food and
many more. As the company is targeting people with high income group, the preference
of these customers are quality and services. The world in totally dependent on Internet
and people are rapidly switching to healthy food. Introducing these services will help the
company to attract more potential customers.
 Price : The Hilton hotels can use skimming pricing method. In this method the pricing of
the product and services are low at the starting once the hotel starts increasing their sales
the price will rise accordingly(Vellas, 2016). This strategies will allow the Hilton hotel to
establish a base market in UK . Hilton hotel should introduce some low budget or mid
budget hotels this will help the company to target customers from different income group.

 Promotion : Hilton hotel should do promotion of their products and services through
social media like YouTube, Instagram, Facebook and many more as it is the time of
internet it is more easy to reach though the customers and it is cheaper
 Place : Hilton hotel is highly dependent on USA's and UK's market the company can
open their branches in Asian market in countries like India, Hong Kong, Tokyo and many
more. this will help the company increase their market share and global expansion.
 People : Employees are the most important resource of any business . Hilton hotel should
focus on increasing the retention rate of the employees, they can provide them training
and development programs, motivation programs, and other perks these programs will
help company to decrease the employee turnover ratio
 Physical Evidence : The company can change the infrastructure of the hotels and make
them more attracting and more unique this will attract more customer (Jernigan and et.al.,
2017).
 Process : The company can introduce transparency in communicate. In this the customers
are can directly talk to the managers and discuss about their problems.
STP
STP is a three step marketing approach which targets the marketing plan of the company.
following are the steps of STP
 Segmentation : Demographic segmentation strategy is the best segmentation strategy for
Hilton hotel. among all the strategies . These strategy helps Hilton hotel to target people
on the bases of their Age group.
 Targeting : Differentiated Strategy is best suited for the business of Hilton hotel as this
strategy helps the business to target at least two types of customers. Hilton hotel can
target business and leisure travellers by this targeting strategy.
 Positioning : Hilton hotels can reposition their product and services by implementing cost
positioning strategy. This strategy will help the hotel to provide their services in cheaper
price
Budget
BASIS EXPENSES
Rent 25000 Pounds

Administration Cost 15000 Pounds
Advertisement Cost 25000 Pounds
Salaries 35000 Pounds
TOTAL COST 100000 Pounds
Monitoring and Controlling :
Hilton hotel can use various methods for monitoring and controlling of their new
branches. The methods which suits most for the business activities of Hilton hotel is cost analysis
and sales analysis(Kotler and et.al., 2015). This method will help the hotel to identify their total
cost and the total sales of the hotel moreover the company can analysis the performance of all
department of their hotels individually this will helps to improve the weak department of the
hotel
CONCLUSION
From the above report is has been summarised that marketing is the key elements for
hospitality industry. There are various marketing process and strategies which helps the
company to increase the sales of the company as well as to enhance their growth in market. This
file include the key roles and responsibilities of the marketing functions for the Hilton hotel
furthermore this report includes the interrelation between the marketing department and other
functional department of Hilton Hotel. This report also include the ways in which Hilton Hotel
apply in marketing mix to the marketing planning process. Lastly the file has discussed about the
new marketing plan which include SWOT, PESTLE analysis, marketing mix, STP as well as
monitoring and controlling methods that Hilton hotel can use.

REFERENCES
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Jernigan, D. and et.al., 2017. Alcohol marketing and youth alcohol consumption: a systematic
review of longitudinal studies published since 2008. Addiction. 112. pp.7-20.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Kotler, P. and et.al., 2015. Principi di marketing. Pearson Italia.
Lamberton, C. and Stephen, A. T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising. 44(1). pp.37-46.
Minazzi, R., 2015. Social media marketing in tourism and hospitality.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events. Routledge.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.