Strategic Marketing Report: Analyzing Hilton Hotel's Performance

This report provides a detailed analysis of Hilton Hotel's marketing strategies, encompassing key marketing functions, their roles and responsibilities within the organization, and their relationship with other departments. The report delves into the application of the marketing mix (7Ps) within Hilton Hotel and compares it with Hyatt Hotel, highlighting differences in product offerings, pricing strategies, distribution channels, promotional activities, processes, physical evidence, and customer service approaches. The report explores market research, distribution channels, product/service management, promotional channels, and information management. It also examines the inter-departmental relationships between marketing, finance, human resources, production, and IT. The analysis aims to evaluate the effectiveness of Hilton's marketing efforts in the competitive hospitality industry, including the marketing mix, and offers insights into potential areas for improvement to enhance customer retention and increase profit margins. The report concludes with a summary of findings and recommendations for future marketing strategies, emphasizing the importance of adapting to changing market dynamics and customer preferences. This report is a valuable resource for students studying marketing and hospitality management, offering real-world insights into the strategies of a leading global hotel brand.

Hospitality
Marketing
Essentials

INTRODUCTION
Marketing cite to combination of various functions that undergoes selling of product or
services in target market(Abushadi and et. al., 2015). There are different roles that are been
carried out by marketing division, to attain desired objectives of an organisations. In other words,
marketing is defined as enterprise procedure of managing relationships and pleasing customer.
There are key components of marketing like product, price, place, promotion, process, people
and physical evidence that are effectively utilised by managers, in terms to manage business
activities in productive way. It is essential that customer need and demand should be given top
most priority by every firm, for sustaining their business in competitive market. In this present
study, the selected firm is Hilton Hotel which is an American multinational diversified
hospitality firm. It has headquarters in Tysons Conrner, Virginia and United States.
TASK 1
P1 The key roles and responsibilities of marketing functions in organisations
Marketing depicts to that activities which are carrying out by an organisation in terms to
promote its products and services in the marketplace(Akbar and et. al., 2017). It includes various
activities like advertising, selling and distributing. The marketing concept and marketing are
directly related with product, sales, productions, marketing and societal marketing. Basic
marketing functions include market investigation, creating a marketing plan, product
development and formulate strategies that will be beneficial, for attracting target customer
towards the brand in hospitality sectors. The leaders have to actively manage all business
operations within an organisations. In context with Hilton Hotel, marketing managers plays a
crucial role in improving the development of product within overseas market. The important
marketing functions are mentioned below:
Market Research: This functions involves in-depth analysis of current market situations
that have influence on business operations of any organisation in specific industry. If it is talked
about Hilton Hotel, manager have to communicate with research and development department,
for seeking informations about changing customer need and demand of product or service in
hospitality industries. The marketing team should plan strategies to attain market advantage from
rivalry.

Distribution channels: It is important that management of Hilton Hotel, should utilise
best distribution channels, for fulfilling demand and supply gap of product in market. There is
strong connectivity between manufacturer, wholesalers, retailers, distributors and internet. This
chain is found to be helpful in delivering finished goods to customers in target market. There
after, leaders could choose supplier in minimal cost, to supply product will be easily utilised by
primal and existing customers (Allen, 2016).
Product/Service management: This marketing functions includes planning for creating
an effective balance between stages of product development within an organisations. The
production manager of Hilton Hotel, should monitor each stage so that quality product is been
produced by firm. Also a quality standard has to be set by management, in order to satisfy target
consumers. The current aim of Hilton Hotel is to increase quantity of product for customers,
there by improving sale margin in lodging industries.
Promotional Channel: The promotional functions identified as important channels for
attracting target consumer base towards firm products. When talking about Hilton Hotel,
manager could use social media platform, for bringing awareness about sales offers between
group of potential consumers. There are chances that online users want to know more about
product specifications.
Marketing Informations Management: This functions involve bifurcated target
consumer base, on basis of geographic and demographic aspect in market. Thereafter, storing
information in secured desktop computers or laptops. If it is talked about Hilton Hotel, marketing
supervisors should target young generations, as they have craze to travel more at different
locations all over the world. In managing informations, IT department should protect personal
data of buyers (who are visiting their websites) and important data of company .
From above description it can be said that marketing functions have an effective role in
operating day-to-day business activities in a systematic manner in an organisation. These
functions also helps managers in planning strategies that are beneficial for producing quality
product for consumer. This initiatives taken by Hilton Hotel managers, are foundation for
increasing number of customer in overseas market (Arendt and Allain, 2019).

P2 The roles and responsibilities of marketing related to wider organisational context
Marketing is business process of creating relationship and satisfying customer at overseas
market. In managing activities marketing is found to be primary component, while growing
business in competitive market (Brychkov and Domegan, 2017). If it is talked about Hilton,
marketing department is inter-related with other department, while achieving desired objective of
an organisation. These departmental inter-relations are beneficial for generating revenues in
hospitality industries. The department relationship of Hilton are describing beneath:
Finance and Marketing Department: The finance department play an essential role in
providing funds to each department, to operate business activities in effective manner. On other
hand, marketing department is identified as foundation in growth or decline of any scale business
at target market. The managers of Hilton should estimate and proposed financial budgets, that
will be required in operating sales promotional activities in market. Thereafter, finance manager
should allocate budget to marketing team. So that there is an increment in profit margins of
product.
Human resource and Marketing Department: The purpose of HR department is to hire
potential candidate at right time at empty job profile in an organization. Thereafter, core function
of marketing department is to identify need of human resource required in marketing team.
When talking about Hilton, human resource manager have to conduct recruitment procedure for
hiring skilled applicant within an organisation. Henceforth, marketing department needs to
establish proper coordination with HR department, for fulfilling demand and supply gap of
employees in marketing team.
Production and Marketing Department: The production department function is to
manage and produce quality product for customers in local and global market. On other hand,
marketing department conducts assessment, to know current market competitions and
accordingly, set price of product that will be affordable to purchase good by potential buyers. If
it is discussion about Hilton, marketing manager should communicate with production
department for purchasing quality raw material and producing bulk of products, to accomplish
demand and supply gap of good in target market (Eletxigerra and Echebarria, 2018).
Information Technology and Marketing Department:The function of IT department is
to manage and secure personal information of customer and firm, so that data is not been hacked
by online hackers. On other hand, marketing team try to produce effective communication with

consumers. In context with Hilton, marketing and IT department have to collaboratively work
with each other to retain and increase customer base towards the firm. These initiatives taken by
Hilton managers will be beneficial in creating brand value in hospitality industries.
From preceding elaborated description, it can be identified that marketing department
have direct and important relationship with other department, to grab new opportunities for
business. The aim of Hilton is to increase loyalty from customer towards organisation in
hospitality industries.
TASK 2
P3 Comparing ways in which marketing mix are been applied in different organisations
Marketing mix contains various tools within which most of the organisation uses to
pursues its merchandising objective in target market (Hisrich and Ramadani, 2017). The
marketing mix are broadly classifies as product, price, place, promotion, process, physical
evidence and people. In regards to 7P's there are 47C's which include consumer, cost,
convenience, communications, credibility, connection and customer services that collaboratively
works to bring a positive relationship in specific industry. In context with Hilton, these
marketing elements are essential for attaining desired objective of firm.
Basis Hilton Hotel Hyatt Hotel
Product  Hilton hotel renders
premium
accommodation, food,
recreation and other
facilities to its guests.
 Also, hotel services
consider meeting room
outfitted with current
application, banquet
bar, restaurants and
lounges, swimming
pools and many more
facilities(Holbrook,
 The Hyatt hotel offers
luxurious service and
authentic hospitality.
 Some of their products
are rooms, bars,
restaurants with
advanced amenities and
facilities.

2018).
Price  The marketing
manager of Hilton have
considered premium
pricing strategy. As
firm offers value-
based price and
services.
 The pricing policy is
designed on basis of
customer perception
and demand.
 Henceforth, customer
are consenting to pay
price for perquisite
offer by Hilton.
 The hotel have adopted
premium pricing policy
for its product.
 This pricing strategies
turn out to be beneficial
for hotel, as customers
are preferring quality
service on prices.
 Thereafter, the firm
have generated
revenues through
discount offers on
group bookings, as well
as on protracted stay by
customers.
Place  The Hilton hotel have
expanded business
operations to more than
100 countries and
territories with nearly
570 properties across
six continents.
 The firm has
headquarter base in
United states and
Virginia.
 The hotels have been
placed at prime
 The Hyatt hotel have
international presence
and as the business are
expanded on different
nations across the
globe.
 The firm has
headquarters base at
Chicago in United
States (Hugos, 2018).
 The Hyatt hotel have
679 properties that are
spread worldwide over

destinations to keep its
identifiable quality and
involve other places
like highway, airports
and in central as well
lively part of cities.
54 nations.
 The prominent places
where business is been
operated in Atlanta,
Beijing, Boston, India
and many more.
Promotion  Hilton comes on
leading position in the
marketplace due to
their significant
promotional channels.
 Also, it provide free
trade, vacations, gifts,
bonus, upgrading of
room and its facility as
a part of loyalty
programs for frequent
customers.
 The Hilton has
introduced highly
impacted ads
campaign. Also target
peculiar customer to
gain its brand
awareness(Kassambara
, 2018).
 These initiative taken
by management of
Hilton, to maintain and
reward customer
 The management of
Hyatt have
implemented top most
marketing scheme that
is generally configured
to make and hold
optimistic
consciousness and
brand value, through
satisfying consumer.
 The guest considered to
be best advertising
medium, as they are
very interactive in with
employer of
organisations (Lane,
2016).
 Some vouchers cards
have been offered to
customer if they extend
their stay in hotel.

loyalty.
Process  The process is
considered to be
integrations of prime
segments, websites and
distributions of goods
or services.
 The marketing
managers of Hilton
also gives emphasis on
post sale services and
enhancing relationship
with tourist.
 The Hyatt chain have
several unique tag lines
like “we care for
people, so they can be
their best and you're
more welcomed”.
 It offers several
schemes for benefits of
its customer.
People  The Hilton hotels have
target top grade,
corporate, traveller like
superior, enterprise and
leisure as their
customers(Nirschl and
Steinberg, 2018).
 The firm caterers to
high society people as
their main target is to
achieve higher
profitability by serving
a range of facilities to
the people.
Physical Evidence  The rooms are well
furnished, air
conditioned with
homely surroundings
and equipped with
several amenities like
comfortable beds, side
table, telephone,
refrigerator and many
more.
 The Hyatt hotel renders
several kind of housing
alternative like full
service lodgings in
Park Hyatt, Andaz and
Grand Hyatt(Okumus
and Cetin, 2018). Also
extended stay lodging
in Hyatt House and
many more.

 All their employee are
highly skilled and
trained which enables
them to deliver best
experience to their
guests.
TASK 3
Covered in PPT.

CONCLUSION
From preceding detailed description, it can be analysed that marketing is a necessary
aspect for growing enterprise in competitive market. Some of the marketing functions are
identified as beneficial, for Hilton managers to critically assess market conditions that might
influence business operations. Thereafter, relationship between departments are effective for
producing quality product for target customer. When marketing mix of different organisation is
been compared then, it has been analysed that Hilton management have to improve their service
quality in order to retain their consumers. Lastly, a marketing program for firm is effectively
utilised in planning strategies for increasing profit margin in hospitality industries.

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