Developing a Sustainable Global Marketing Strategy for Hilton Hotels

This report critically evaluates Hilton Hotels' international marketing activities and assesses its global competitive positioning. It identifies key trends in the market, including an increased emphasis on health and well-being, destination promotion, and environmental concerns. The analysis covers Hilton's geographic spread, customer segmentation, and competitive positioning, highlighting its focus on premium pricing and customer experience. The report also discusses the company's domestic and international success factors, including flexibility and market expansion strategies. Furthermore, it addresses strategic marketing challenges such as tariff barriers and political stability, and provides recommendations for building a sustainable competitive advantage through innovation, digital hospitality, and strong customer relationships. The report concludes by emphasizing the importance of implementing strategic actions to enhance Hilton's global market share and brand loyalty. Desklib provides access to similar solved assignments to assist students.

International
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
Trends in market and environment .............................................................................................1
Market structure include geographic spread of products, customer segmentation and
competitive positioning ...............................................................................................................2
SECTION 2......................................................................................................................................3
Summary of product and market focus with reason to domestic and international success to
date...............................................................................................................................................3
Basis of current competitive advantage.......................................................................................4
Discuss strategic marketing challenges which aims to improve its international competitive
position.........................................................................................................................................5
SECTION 3......................................................................................................................................6
Recommendations on how to build sustainable competitive advantage in the future.................6
Implementation actions that will be critical in building competitive advantage.........................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The term international marketing defines that business are designed to improve their
performance of activities and flow of firm goods and services (Amaro, Andreu and Huang,
2019). International marketing strategy represent that methods which is used for marketing
goods and services in various multiple nations. For this assessments, selected organization is
Hilton Hotel is a international brand of full service hotels and resorts and it is a American
hospitality firm in UK which was established in 30th December 2019. The founder of Hilton hotel
is Conrad Nicholson Hilton. This report covers various topics such as trend in market and
environment, their structure, customer segmentation, competitive positioning, summary of
product or market focus which include regional or international context. Moreover, competitive
advantage and challenges of strategic marketing, recommendation on how to build sustainable
competitive advantage and how to implement this actions.
SECTION 1
Trends in market and environment
Increased emphasis on health and well being of people: Hilton hotel are recognize
their market trends with well being of people their fitness, pools and spas. In addition, they
should increase travellers are expecting their innovative and better options for food, growing
trends which include yoga for people, lightning, air purification and water shower are also
included.
Destination promotion: In case of promotion, many social media websites are involved
in destination promotion so Hilton hotel are also involved in self promotion. Many guests are
coming and they post on social media websites, tweets, upload images and also using some
material for promotion campaigns (Budiyono, Muliasari and Putri, 2021).
Environment trends
Transportation cost to ecosystems: Many things are impact their environment condition
in many ways such as oil well to petroleum coming out truck tailpipe. For Hilton hotel food
services, many ingredients are generated which is close to home and for some people organic
food or menus are popular with 21st century.

Market structure include geographic spread of products, customer segmentation and competitive
positioning
Geographic structure or segmentation is divided its market on basis of geography
according to their geographic locations in domestic and global levels. Hilton hotel focus on
geographic product or services where they can provide best services to clients and mainly focus
on buildings with their customer target market segment (Buhalis and Volchek, 2021). Hilton
hotel found in very popular business and their locations to provide best product or services such
as food, drink and accommodation services for Aldwych, Canary Wharf and tower bridge. It is a
component that they can competently marketing strategy to target products.
Customer segmentation: Customer segmentation is all about dividing their segments of
customer into groups and reflect similar among clients in each and every group members. Hilton
hotel customer segmentation is all about to tell owner of hotel who guest are why they stay in our
hotel. It should be segmented by geography, demography, benefits and their needs. It is
important for because it will allows their efficient effective allocation of marketing and
maximisation of cross and selling their opportunities.
The target market of Hilton hotel represent the middle and senior aged professional with
higher level of revenue are generated belonging to upper class. Hilton Hotel mainly focus on
building hotels on various popular locations with target customer segment. Moreover, it charges
premium prices for its goods and services that will be perceived quality to be relevant quality.
Political factors: Hilton hotels in UK can be attributed to political environment or
political stability as well as their legal framework which supports their investments. This
situation of political factors crated due to Brexit or pandemic situation, political environment
condition is expand or growth which will impacted on hotel goodwill (Guercini and Runfola,
2021).
Economic factor: It is one of biggest factor in economies in world and increase various
different outsourcing economies have play a vital role in growth of economy. It should provide
nation against recession and environment is stable and government has higher investment in
growth of economy in hotel industry for economic diversification.
Cultural: In case of Hilton hotel represents, environment of UK have been facilitated by
analyse the demographic structure, educational level and their attitude which has created
competitive advantage in their sector.

Competitive positioning: In case of positioning, Hilton performance is a systems of
integrate innovative solutions and advance technologies are launched which will work together
to increased their firms and cost without compromising their quality. They should focus on
premiums strategy of pricing which include high level of firms and upper class people in their
society. It should increase guest experience, 700 sales across the world which can received
benefits, competencies and experience of Hilton hotel. They should also provide their global
o0nline services in this sector through various technologies and build to maintain their customer
relationships (Irshad and Ahmad, 2019). Key players of Hilton hotel are Hyatt hotel & resorts,
Marriott, Holiday Inn, Sonesta international hotel.
SECTION 2
Summary of product and market focus with reason to domestic and international success to date
Hilton hotel provide many products which are meant to satisfy their customer needs or
person to person needs of each and every customer. Hilton hotel products are offer personalized
service and guaranteed for unique experience of customer. Services which are added value for
products that are offered for clients will be made available. Customer are also offered laundry
services which are described for an extra cost and offer clients to transport and to airport. Reason
for domestic success is flexibility is key factor for quality management or administration as well
being a success factor for this industry and clients have a completely dissimilar expectations
towards their hotel and managers need to e give their authority to make such decisions for
accommodate them. And in case of international context, they should look into market and sell
their product throughout their year and many opportunities to sell product within their region to
increase profits and saving on such expenditure (Kang, 2019). Main reason for firms go for
international market to expand their business operations and enter into global market which
include generate mire income, creating or producing sales and many investment opportunities are
there in international market.
Market focus of Hilton hotel will focus on market positioning and strategy focus on
creating or maintaining their better or strong customer relationships so that they can maintain
their loyalty. Market focus consist to maintain their relationship management that will be helpful
for better understand needs of clients and demand according to focus on market condition. Hilton
hotel will offer various services are provided to their clients so that they can attract more on hotel

which provide higher level of comfort just feel like as home. They should increase their
innovation to ensure that goods and services are helpful for their clients needs. Each and every
hotel are recognise have an own individual to give solid goodwill and their identity. In case of
international context, their success their suggestion or recommendation are helpful to analyse
that Hilton hotel are increase their international competitiveness for upcoming growth and their
globalization. If there is competition is global hotels are provide either limited service firms or
service operations will be provided (Mikdashi, 2019). To increase their targeting particular
segments in market are determine that competition are tough and hotel offer highly competitive
outlook to their customers. It will be beneficial for hotel to increase their business in global
market so it will be helpful to secure their strong share market by mergers and acquisitions.
Online services are also provided fort success in growth of market share across the brands of
Hilton.
 It should increased their high performance brand websites to increase their income and
maintain their loyalty.
 Integrated their generation of demand which includes online ads, social media and mobile
marketing.
With context to domestic success, Hilton hotel are expand their business in domestic only
because in this case it will be beneficial for on time and under budget with provide full services
in under budget. Hilton hotel also focus on management service hotel and renovate and
relaunched their property into marketplace.
Basis of current competitive advantage
Competitive advantage is an dimension which enables that firm performs their rivals
which will allow to accomplish their goal and objectives and compared to its competition which
generated value for firm and its shareholders. It can perform various factors which include cost
structure, branding, their quality of product offerings and service of customer (Morais, Cunha
and Sousa, 2021). These type of factors allow generate more sales and income which profit
margins are compared to their competitors. Hilton hotel competitive advantage is to integrate
new and innovative solutions and keep their advanced technologies drive to enhance their
business and keep cost down without compromising their quality. Digital hospitality is one of
main source of competitive advantage which they can represents firm digitalization wit so many
efforts are put which is related to booking channels, mobile services, data personalization and

privacy security. Hilton hotel are sustain its competitive advantage in short term as well as long
term.
 To increase their guest experience: Each and every guest wants to get some experience
and every time members of Hilton hotel property and their personal preference are
available to their properties as well as increase their satisfaction of property as well.
 Hilton sales are impacted: There are more than 700 sales in professional offices all
around the world. It can contain benefits received property and experience from Hilton
sales. Their sales are fully engaged which provide different selling platform and focus on
integrated part of sales force which driven to grow their market share of growth
(Obayelu, 2019).
 Provide international online services: It should provide online services also to increase
or maintain their strong customer relationships to success in market share growth across
their portfolio of Hilton brands. It should be designed high performance brand websites to
grow their income and maintain loyalty.
Discuss strategic marketing challenges which aims to improve its international competitive
position.
Strategic marketing use various methods to describe towards accomplish their
organisational goals and objectives and build their sustainable competitive advantages. It is
helpful to create or produce products or services which will provide with higher organization in
high profits. Key challenges of strategic marketing which aims to improve their competitive
position of international marketing are as follows:
Tariff barriers: It should be indicate taxes or duties or imposed or imports and it is
difficult to earn more profits while selling their products in countries. Some changes rev required
which is related to Hilton hotel and it will be helpful for other nations also to formulate that
restricts international activities of marketing. To improve their global competitive position,
several categories of products to produce uncertainty from traders globally. Many countries are
changes their imports and exports from one place to another nation (Ratriyana, 2020).
Political stability: Dissimilar systems of policies and government intervention of
different systems are considered and political stability are comprise of international marketers
have to face. Some opportunities are considered as challenges to international marketers and
government in different countries have dissimilar priorities, approaches of global trades. In case

to improve or develop their competitive position in international marketplace are consider that
global trades. Changes in these policies are create endless difficulties are faced by global trades
and dealing with international markets gives special attention to legal environment.
Secure enough budget: To securing budget is one of biggest challenges of international
marketing to improve or develop their sustainable competitive position in international
marketplace. It is often getting more budget especially in smaller firm who are working flexible
or sizeable spend in marketing. According to Hilton hotel report, organisation are being able to
prove their return on investment (ROI) are more likely to increase their higher budgets. To
secure their budget, they can generate income and usually budget should be improved a higher
up situation (Roberts, Kayande and Stremersch, 2019).
SECTION 3
Recommendations on how to build sustainable competitive advantage in the future
Sustainable competitive advantage is a key factor to success of business which enables
for firm to have a greater success to be focused, generate more sales and income, better profit
margins and higher staff as compared to other than rivals. In international market, sustainable
competitive advantage are required for firm that will e thrive for global business environment. It
is very difficult to firm assets, capabilities and provide a superior long term position of firm over
rivals. Various recommendations are required to maintain or build a sustainable competitive
advantage with context to Hilton hotel are as follows:
 To understand their customer market segments that they are not well service by rivals and
can profitable targeted. Hilton hotel if understand their customer expectation according to
their customer needs and wants then they increase or build their competitive position as
compared to other competitors in marketplace. It will be helpful to contribute their long
term positions of business enterprise (San Martín, Herrero and García de los Salmones,
2019).
 It should be develop a deep understanding between customer and staff members that what
really clients wants and establish their value proposition of firms to grab their attention
and easily understand their customer expectations through talking nature.

 Workout for those things that customer needs and wants and well support to deliver their
value proposition such as levels of service, quality and their branding through their
promotion so more and more customer are attract towards this Hilton hotel.
 To understand some core competencies, their strengths and how they can use some new
and innovative ideas or thoughts to provide value to their proposition for their chosen
target market. They should support their model of business and deliver their value of
proposition as well as their contribute their long term competitive advantage.
 To establish their brand loyalty because Hilton hotel customers will remain their brand
loyalty towards this firm and do not offer cheapest product ever because they want to
maintain their strong relationship between people (Williams, 2021).
 To use long term contracts so that they can maintain their long term position of business
as well as their sustainable competitive advantages. If they can establish their
relationships with long term contract with their customers and sometime offer short term
contracts which are likely to loose their business.
Implementation actions that will be critical in building competitive advantage
Some actions will be critical for each and every organization which is related to provide
product or services that generated value proposition. It is significant for Hilton hotel because to
understand their rivals in competitive landscape. To implement their structure and rules of
competition which create sustainable competitive advantage which gives firms to outperform
their rivals. Key implications to be critical in build to competitive advantage are as follows:
 To identify some resources they need to purchase a project that will be needed on time
and budget will be approved so all resources are together and going to perform such
tasks.
 To create some corporate culture which should be represent their competitive advantage
that will lead to increase their productivity and happy customers means greater
experiences. Customer buy firm to take some people in organization so that they can take
care for those customers which provide best competitive edge (Amaro, Andreu and
Huang, 2019).
 To establish their unique selling proposition because many hotels are recognise their
value proposition to produce sustainable competitive advantage. It can easily understand
their customer expectations according to their customer needs and wants. From the very

beginning they can create or produce sustainable competitive advantage and determine to
maintain their strong customer relationships for long term position of business
enterprise.
CONCLUSION
From the above information, it has been concluded that international marketing describe
that performance of activities of firms which is designed to plan or promote their direct flow of
goods and service from one place to another place. It should also varied to satisfy their customer
needs and wants for dissimilar people across their international borders. In this report, various
topics are to be covered such as key trends in market, market structure which should represents
their customer segmentation and competitive positioning of firms. Moreover, summary of
product and market focus, current competitive advantage, marketing challenges in international
market, recommendations of how build to sustainable competitive advantages and implications
of actions to be critical competitive benefits.

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