Business Strategy: Hilton Hotels' Community Engagement Report Analysis

This report provides a comprehensive analysis of Hilton Hotels' community engagement strategies. It begins with an introduction to the company, detailing its operations, size, structure, goals, mission, and values. The report then explores customer expectations and the role of employees in achieving organizational goals, including training and development. A significant portion of the report is dedicated to a SWOT analysis, evaluating Hilton Hotels' strengths, weaknesses, opportunities, and threats. The analysis covers brand recognition, technical innovations, market share, global impact, and competitive pressures. The report concludes by summarizing the key findings and offering insights into Hilton Hotels' approach to community engagement and business development, highlighting the importance of customer satisfaction, employee development, and strategic planning in the hospitality industry.

Community Engagement 1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
1. The name and nature of organization.................................................................................1
2. Explaining operation, size, structure along with its goals, mission and values of Sector.. 1
3. Customers and their expectation from the organization.....................................................3
TASK 2............................................................................................................................................4
1. Explaining role & support of employees within the organization to achieve its goals......4
2. Training and development and it’s important to organizations..........................................4
3. Role and importance to the organization............................................................................5
4. Skills and knowledge & also training and development requirements for role.................5
TASK 3............................................................................................................................................6
1. SWOT Analysis..................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................11

INTRODUCTION
Community engagement may be defined as the dynamic process of relation which facilitates
the proper and effective flow of communication, involvement, interaction. Hence, it implies for
exchange between the business organization and a group of community which assists in
achieving some social and organizational results. Hilton Hotels & Resorts (formerly known as
Hilton Hotels) is one of the largest private hotel brands in the world which is engaged in
providing hospitality services to both business and leisure travellers worldwide. The report will
discuss about the operation, size, structure and will also explain the goals, mission and values of
Hilton hotels. Also, it will discuss about its customers and their expectations. Further the report
will explain the role of employees in achieving organizational goals and training and
development required. The role & importance of human resource development to Hilton Hotel
will also be discussed. At last the report will disclose SWOT analysis which will be conducted
by Hilton hotel for improving its performance.
MAIN BODY
TASK 1
1. The name and nature of organization.
Hilton Hotels was founded by person named Conrad Hilton in the year 1919. Hilton
Hotels & Resorts (formerly known as Hilton Hotels) is one of the largest private hotel brands in
the world which is engaged in providing hospitality services to both business and leisure
travellers worldwide.
2. Explaining operation, size, structure along with its goals, mission and values of Sector.
Sector operation – Hilton Hotels is one of the largest as well as the fastest growing
private hospitality company worldwide having 5,284 properties which comprise 856,115 rooms
in 105 countries and territories over the world (Hitlon Hotels Annual Report, 2017). It
emphasizes on providing the luxurious and lifestyle hotel brands for every person.
Size – Hilton hotel is largest private company engaged in hospitality business. It is
having approx. 163000 employees working with it till December 2017 with net income of
US$1.259 billion.
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 Structure – The organizational structure of Hilton Hotels is hierarchical because
of the massive size of the business organization which consists of 13 brands serving 140
million guests & customers of both business & leisure nature in 2015. Also, the
organizational structure of Hilton Hotels is said to be defined as divisional (Hitlon Hotels
Annual Report, 2017). The Hilton Hotels operates its business through two business
operating segments which are as follows:Ownership division segment includes 73
properties having a total of 22,206 rooms consisting of 64 hotels wholly owned or leased
by the Hilton Hotels Worldwide.
 Management and franchise division – Each segment of hotel is managed and controlled
separately because of different economical characteristics (Hitlon Hotels Annual Report,
2017). The segment of Hilton Hotels includes 656 managed hotels, 4,507 franchised
hotels along with 48 timeshare resorts with the total of 5,211 properties consisting of
833,909 rooms.
Goals – The goal objective of Hilton Hotels is to become travelers first choice
worldwide. The goals are built on the basis of heritage and strength. It includes following:
1. Making customer delightful on consist basis.
2. Imparting the best training and guidance to Team members.
3. Ensuring delivery of creative & innovative products and services to customer
worldwide.
4. Expanding Hilton Hotels brands & its value.
5. Focusing on improving performance continuously with the help of balanced scorecard.
6. Increasing the shareholder value and profit.
7. Building goodwill with the help of creation of culture of Pride.
Mission – The mission statement of Hilton Hotels is 'to fill the earth with the light and
warmth of hospitality' (Hitlon Hotels Annual Report, 2017). The Hilton Hotel emphasizes on
providing an authentic experience to their guests 7 customers. They focus on making guest feel
Hilton Hotel like their home away from home.
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Values – The value of Hilton Hotels is based on
1. Creating employment opportunities – It emphasizes on creating employment
opportunities for youth by ensuring them great place to work & invest for current and future
period.
2. Strengthening communities – A positive economic and social impact on society by
delivering hospitality services such as skills-based volunteering, Disaster Support & relief.
3. Preserving environment – It focuses on protecting the environment through effective
& efficient operations related to Climate Changes, Energy, Carbon, Water, Waste etc. for the
welfare of human being and society.
3. Customers and their expectation from the organization.
Hilton Hotels focus is on making their guest & customer feel luxurious and comfortable
by bringing in an authentic feeling related to Hotel that hotel is like their home. Every business
organization should focus on meeting its objectives, satisfying its customers and achieving
maximum profit level. This can be achieved by understanding and meeting customer
expectations.
1. Enhancement of Service quality – The quality of service rendered by any business
organization plays an important role in meeting customer expectations. When customer is
satisfied with the service quality, its demand and revenue will increase.
2. Improving the quality of product – Quality factor of any product or good helps in
determining the level of customer satisfaction and also what they expect from the
business (Hill and Alexander, 2017). Hilton Hotels focuses on improving the quality of
product as well as of performance of the company.
3. Reasonable pricing – The term pricing refers to the monetary value of any product or
service which has to be paid for making use of it or for its consumption (Hill and
Alexander, 2017). Pricing of product or services should be made in accordance with the
paying capacity as well as its demand forces in the market.
4. Unique & creative product – Customer always get attracted towards unique and
creative product and services of any company. Hilton emphasizes on providing its
customers with distinct, innovative and luxurious product
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TASK 2
1. Explaining role & support of employees within the organization to achieve its goals.
Human Resource department is that department which is responsible for making of
business strategies and plans in relation with the process of making recruitment, selection and
retention of experience personnel & employees.
Role of Human Resource Department in achieving organizational goal:
1. Training and Development - It focuses on evaluating the needs of imparting
training by making of training manuals with instruction by ensuring training
objectives been met.
2. Control over cost and quality – HR department focuses on improving the quality of
product and performance of the business operation in a cost effective manner.
3. Project Management – By formulating effective plans, budgets and strategies,
Human resource manager ensures successful accomplishment of organizational goals
(Hill and Alexander, 2017).
4. Employee Acquisition – The most important element of human resource managers
is acquisition and retention of employees by formulating business strategies so as to
reduce labor turnover by improving the skills of thereby increasing the overall
productivity employee.
2. Training and development and it’s important to organizations.
Training and development is concerned with the process of improving the performance of
individual employee and team development (Larsen, 2017). It is related to Human resource
development for remaining competitive in the market. The importance of training and
development are as follows:
1. It helps in improving performance level & operational efficiency of the
organization.
2. Facilitates growth by increasing productivity
3. Emphasizes on customer satisfaction
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4. Reduce Turnover rate and absenteeism
5. It helps in improving the morale of team and individual
3. Role and importance to the organization.
Role of Human resource manager is as follows:
 Organizing training and development for the growth of personnel.
 Recruitment and selection of best personnel as per the company’s requirement.
 Motivating employees towards achievement of organisational goals.
 Performance appraisal of employees.
The importance of human resource management includes:
 Recruitment – It is main duty of Human resource manager to recruit best suitable
candidate (Tuna, Ghazzawi and et.al., 2016) for job post and makes effort in attracting
best resources.
 Training – It is considered as another important element for Hilton Hotels. The main
focus is to help new employee familiar with the organizational culture and work pattern.
 Resolving conflicts, disputes and maintaining employee relations.
4. Skills and knowledge & also training and development requirements for role.
The skills and knowledge required for Human resource manager role is as follows:
SKILLS required – In order to perform activities in an effectual way HR manager must have
following skills:
 Active listener and communicator
 Ability to make decision about personnel’s welfare, training & development
 Critical thinking ability is highly required which in turn helps in resolving conflicts more
effectually.
KNOWLEGDE require –
 Knowledge related to recruitment, selection, training and development, maintaining labor
relations. Hence, HR manager also must have knowledge about employment laws and
legislation.
 Knowledge related to business and management principles is essential for carrying on
any business operations.
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It helps in formulation of business plan and strategies for effective administration of training
and development programs by ensuring the skills and knowledge of employees required for
meeting effectively organization's business objectives (Frost, 2016).
TASK 3
1. SWOT Analysis
The term SWOT analysis is a business practice which studies the strengths, weaknesses,
opportunities, and threats associated with the business operations, processes or project internally
as well as externally. It is a method which is used to evaluate or monitor the competitive position
of company, profitability situation of current as well as future period and also helps in making
business strategies, plans for meeting goals and objectives.
1. Strengths of Hilton Hotels:
1. High brand recognition – Brand recognition is one the important strength of Hilton
hotels which is developed by providing service customisation with the help of technological
integration.
2. Technical innovations – Hilton hotels focus is always on adopting new and better
technology to improve customer experiences.
3. Up gradation in business operations & processes – Hilton hotels emphasizes on making
a constant up gradation in the procedures and business operations (Lim, Tuli, and Grewal, 2019).
4. Good employee retention – Because of good customer relationship management Hilton
is able to achieve a high level of customer satisfaction.
5. Develop new products by bringing creativity and innovation in it.
2. Weaknesses of Hilton Hotels – It includes:
1. Limited market share – Though the company is having a good brand recognition, it has
acquired little percentage of market share in the market.
2. Global impact on business operations – Because of its worldwide access the business
operation of Hilton hotels is get affected by different government policies, rules and
regulations (Hilton hotel SWOT analysis, 2019).
3. High debt levels – As the company is operating its business worldwide, it has high
burden of debt level.
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3. Opportunities of Hilton Hotels – It includes:
1. Expansion of business internationally – Because of high level of customer satisfaction,
retention and expectation level, the company can expand its business on international;
level further.
2. Innovation in customer services – By bringing new and innovative ideas, thoughts,
concepts Hilton hotels always emphasizes on making innovative and creative services.
3. Better use of technology – By making use of new techniques, technology such as
Digitalization, artificial intelligence the company has various opportunities to expand its
business.
4. Threats of Hilton Hotels – It includes:
1. Entry of competitor – One of the biggest threat is emergent of new competitor in the
market with same product and service leading to low profitability (Lim, Tuli, and Grewal,
2019).
2. Adverse changes in macroeconomic climate – As the company is conducting its business
operation in different country adverse changes in macroeconomic factor such as currency
fluctuations affect its functioning.
3. Rise in price of raw material – It affects the business operations thereby decreasing the
profitability of Hilton hotels.
CONCLUSION
By summing up this report, it has been concluded that Hilton’s main gaol is to maximize
productivity and profitability by offering quality accommodation services to the customers. It
can be seen in the report that hierarchical structure is followed within Hilton. Further, it has been
articulated that size of scope of Hilton’s operation is too wide as it offers services worldwide. It
can be summarized from the evaluation that business unit has several capabilities which can be
used for grabbing opportunities and minimizing weaknesses. Besides this, it can be inferred that
training & development activity is highly significant which in turn positively contributes in the
growth and success of both employer as well as employees. It can be seen in the report that HR
manager plays a vital role in Hilton and facilitates performance enhancement.
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REFERENCES
Books and Journals
Baldus, B.J., Voorhees, C. and Calantone, R., 2015. Online brand community engagement: Scale
development and validation. Journal of Business Research. 68(5). pp.978-985.
Farooq, F., Zia-ud-Din, M. and et.al., 2018. The Effect of Employee Engagement on Quality
Work Task Performance with the Moderating role of Employee
Relationship. INTERNATIONAL JOURNAL OF ACADEMIC RESEARCH IN
BUSINESS AND SOCIAL SCIENCES. 8(8). pp.252-263.
Frost, S., 2016. The importance of training & development in the workplace. Small Business,
http://smallbusiness. chron. com/importance-trainingdevelopment-workplace-10321. Html.
Glandon, D., Paina, L. and et.al., 2017. 10 Best resources for community engagement in
implementation research. Health policy and planning. 32(10). pp.1457-1465.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Larsen, H.H., 2017. Key issues in training and development. In Policy and practice in European
human resource management (pp. 107-121). Routledge.
Lim, L.G., Tuli, K.R. and Grewal, R., 2019. Customer Satisfaction and Its Impact on the Costs of
Selling. Rajdeep, Customer Satisfaction and Its Impact on the Costs of Selling (February 8,
2019).
Tuna, M., Ghazzawi, I. and et.al., 2016. The effects of the perceived external prestige of the
organization on employee deviant workplace behavior: The mediating role of job
satisfaction. International Journal of Contemporary Hospitality Management. 28(2). pp.366-
396.
Online
Hitlon Hotels Annual Report. 2017. [Online]. Available through:
<http://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_HLT_2017.pdf>.
Definitions of community engagement. 2017. [Online]. Available through:
<https://sustainingcommunity.wordpress.com/2011/03/21/what-is-community-engagement/
>.
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Why are training and development important ?. 2015. [Online]. Available through:
<https://www.sandler.com/blog/why-are-training-and-development-important>.
Hilton hotel SWOT analysis. 2019. [Online]. Available through:
<https://www.mbaskool.com/brandguide/tourism-and-hospitality/4284-hilton-hotels-and-
resorts.html >.
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