Hilton Hotel: Developing a Marketing Plan for Hospitality Ambience

This marketing plan for Hilton Hotel focuses on creating an ambiance hospitality environment to maximize service quality and provide comfort to customers. The plan aims to increase sales by 30% by the end of 2020. It includes a SWOT analysis highlighting the hotel's strengths (clean environment, competitive prices, good brand image, quick service) and weaknesses (limited funds, common products, inadequate staff training, average food quality). A PEST analysis considers political (tax reforms, health regulations), economic (wage rates, economic health), and social (changing consumer preferences) factors. The STP strategy employs geographic segmentation for market expansion. The marketing mix (7Ps) addresses price, product quality, target customers and staff training for business expansion. The plan also emphasizes budget analysis and potential financial strategies for expansion, such as issuing shares. Desklib provides access to similar solved assignments and study tools.

MARKETING
ESSENTIALS

Marketing plan
– Mission- To create an ambiance hospitality environment which maximises the
service quality and provide comfort to customers. Provide adequate and advance
mode of communication to support the informational and business needs of
customers
– Objective- The objectives of restaurant is to increase the sales by 30% till the
end of year 2020.

SWOT analysis of Hilton Hotel
– Strengths: Business environment is clean and tidy. Prices charged are cheaper
than competitors.
– Business has a good brand image. Quick services offered to customers.
– Weaknesses: The availability of funds is limited. Offering products which
are already available in the market. Not providing good training to staff ie,
showing wait staff that how to attend the tables. Food quality is normal, not very
much premium (Baker and Magnini, 2016).

PEST analysis
– Political: Things which impacts the restaurant are tax reforms and health
regulations. So it is necessary to determine that tax changes and health
regulations which affect the business and after that organisation can decide how
to deal with that situation.
– Economic: Economic factors such as minimum wage rates and health of
economy are two factors which impact the working of restaurant. If wage rates
are low restaurant can save its cost.
– Social: Any change in the taste and preference of consumer can impact the
business. Culture followed by people. So before expansion market research is
must for Hilton Hotel(Ariffin and et.al., 2018).

STP
– Segmentation: Geographic segmentation is applied by firm There are several
ways by which company can expand its market ie, city, country, state or region.
The restaurant will expand its market by city to city (Kotoua and Ilkan, 2017).

Marketing mix 7Ps
– Price: The pricing policy will be set in such a way that minimum prices are set
by the organisation so that it can attract more customers (Al-Janabi and
Mhaibes, 2019).
– Products: The products which will be providing to the public will be of high
quality and will be different from other competitors.
– People: The restaurant will target young customers. And for expanding the
business restaurant will give training to employees sob that they perform well in
business expansion.

Analysis of budget
– Budget is the main thing before making an expansion. The restaurant will
analyze that how much funds are available to them so that can easily expand its
business.
– If enough funds are not available then restaurant will issue its share in market so
that they can get capital for expansion, and make new financial policies.

References
– Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing
Services through Marketing Mix Elements. In Strategic Marketing Management
and Tactics in the Service Industry (pp. 304-329). IGI Global.
– Dinçer, M.Z. and Alrawadieh, Z., 2017. Negative word of mouse in the hotel
industry: A content analysis of online reviews on luxury hotels in Jordan.
Journal of Hospitality Marketing & Management. 26(8). pKotoua and Ilkan,
2017p.785-804.