Strategic Marketing Plan for Hilton Hotels & Resorts: Essentials

This report provides an overview of hospitality marketing essentials, focusing on Hilton Hotels & Resorts. It highlights the key roles and responsibilities of the marketing function within the organization and its relation to other departments. The report compares the marketing mix of different hospitality organizations, including Hilton and IHG, and their marketing planning processes. Furthermore, it outlines a basic marketing plan for a hospitality organization, emphasizing strategic and tactical approaches. The analysis covers various elements of the marketing mix, such as product, price, place, promotion, people, process, and physical evidence, providing a comprehensive understanding of how these elements contribute to the overall marketing strategy of Hilton Hotels & Resorts. Desklib offers a variety of resources for students, including past papers and solved assignments.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1 Key roles and responsibilities of the marketing function.........................................................3
2Roles and responsibilities of marketing with its relation to wider organisation context..........4
TASK 2............................................................................................................................................6
1 Compare between marketing mix of different hospitality organisation to market planning
process.........................................................................................................................................6
TASK 3............................................................................................................................................8
1 P4 Basic marketing plan for hospitality organisation..............................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The term marketing is explained as a societal process through which groups as well as
individuals identify and obtain need or want related information of customers. For this
organisation induce various methods or ways such as to create, offer and exchange products in
order to deliver appropriate value to customers within their offerings. In simple terms, marketing
is a management process that identify, anticipate and satisfy customer requirements in a
profitable manner. The selected organisation for this report is Hilton Hotels & Resorts which is a
global brand related with full-service hotels and resorts (Bayram, 2020). This organisation was
established in the year 1919 and now organisation has experience of managing industry from
more than a century that aid to deal with current Covid-19 situations in a more effective manner.
Furthermore, this report highlights on the key roles and responsibilities of marketing function
and they relates with wider organisational context. Comparison between hospitality organisation
and its implementation in marketing planning process for achieve business objectives.
TASK 1
1 Key roles and responsibilities of the marketing function
According to American Marketing association, marketing is a process of planning,
executing and pricing the distribution products and services ideas for increase the number of
their sales and profits through exchanging more number of valuable products with customers.

The main objective of a business marketing efforts is to formulate effective relationship with
individuals in order to satisfy their needs in a more creative manner. Some key roles and
responsibilities of hospitality marketing functions are mention as follow:
Roles of Marketing Function
 Identification of customers- This involves various aspects such as to identify customer
requirements, exchange of product related information and the current market trends as it
make changes in the decision-making of customers (Bradford and Perry, 2021). There are
different roles performed by marketing functions but the key points related with
respective organisation is to do research for identify customer needs.
 Satisfy customers- With formulate of right product or service this is easy for the
authorities of an organisation to satisfy the needs and wants of customers in a more
appropriate manner. On the other side, right people work at right time and this aid to
enhance company performance among all over the world. In the context of Hotel Hilton
one of the most important factor related with business is to offer the hospitality services
in an unique manner. This also define management complete work according to current
market to perform work in a larger manner.
 Retain of customers- It aid customers for formulate all those reasons that demonstrate
importance of organisation to perform work in a more appropriate manner. In simple
terms, the term marketing proactively identifies number of products as well as services to
focus on all sales products (Feng and et. al., 2021). This results for retain customers
through ensure that make products to deal with offering appropriate value among them.
Producing marketing and promotional materials are the main functions and operations of
organisation. In the context of current market scenario, this is identified that with focus on all
company products and services better and effective values are generated through keeping better
values for customers in their services. This governs that the all services offered to them in a more
appropriate manner through relates them with updated services.
Responsibilities of marketing function
 Successfully promoting and managing the brand- Promotion of products perform an
important role in order to monitor and evaluate the company brand value in a more
appropriate manner. The term marketing considered towards completion of all task with

decided approach as this helps to perform work in a more responsible manner. On the
other side, branding is useful for watch all accounts in a responsible manner.\
 Working with advertising agency- Media perform an important role to promote and
manage products advertising in a large level. From the perspective of Hilton Hotel
marketing department this is most important for management to engage more number of
media persons in the organisation. This aids to guide the executives in order to respond
towards the queries with in minimum time-period.
2Roles and responsibilities of marketing with its relation to wider organisation context
The term marketing perform an important role and this used to complete work with more
efficiency but, for this it is crucial for organisation to relate them with other organisational
departments (Gesualdi, 2019). Moreover, interrelationship refers to the connections and
interactions that exists between individuals, groups of people and parts of system. In the present
scenario, with engage of all organisational task this is more effective and easy to conduct
customer and market research factors in a more authorised manner. Some of them are mention as
follow:
Interrelationship
Marketing and Sales refers to all types of organisation system that engage various parts
including organisational structure, resources and management structure and all of them relies on
sales of customer services. In the present scenario, Hilton Hotel management relates their
services with current trend and front office is responsible to offer all those services that are
related with updated data base of individuals (Lee and et. al., 2021). This data is gathered by
marketing team and to utilise them sales department is responsible for formulate effective results.
Marketing and Financing are the two core departments and they are useful for enhance
the organisational profits. This refers towards the engagement of better efficient results through
managing task and objectives according to distributed marketing strategy. Traditional marketing
functions concern towards use of all those policies that make long term-results such as to engage
methods that save operational cost. But, Hilton hotel relates both departments because this helps
for market products according to decided budget.
Marketing and Human-resources with no or less intervention of skilled staff this is
complex for organisation to engage the customers in organisational functions and also it will
make delay to engage them in company functions. From the perspective of Hilton marketing

perform an important role but this is possible only if skilled and capable individuals are engaged
in company functions. Therefore, recruiting and promoting relates with each other to perform the
organisational task in a more organised manner.
In the context of Hilton Hotel horizontal structure is followed by authorities and according to this
all persons are engaged in company functions. From, the perspective of current management
factors this is identified that interrelationship perform an important role for both organisation and
departments (Malshe and et. al., 2017). In the context of current market this is useful for engage
the persons that provide proactive techniques for perform organisational work in a more
continued manner. It also helps for increase high standards of individual service through
providing the departmental relationship in positive manner.
TASK 2
1 Compare between marketing mix of different hospitality organisation to market planning
process
Marketing mix is a term and this includes all those perspectives which is useful for
combine the promotion of brand and product selling points which differentiate them from it's
competitors. In the present scenario, there are different ideas relates with company functions and
all of them are useful to secure better positions by proposing the products in a easy manner
(Mandal, 2020). On the other side, marketing companies define the methods that make better
elements to make the world more attractive. Elements of marketing mix are mention as follow:
Product- A product is explained as anything which is offered among the market for gain
attention, acquisition and use different factors in order to satisfy the want or need. This engage
physical objects, place, ideas and services.
Price- Pricing strategy perform an important role because this helps to manage work at different
levels of pricing. In context of Hilton, price levels exists from high to low level.
Place- It helps for analyse all products and services related with the producer and this helps to
access different needs with consumers. With more places this is easy for organisation to buy the
products in order to approach more persons. Direct place channel is used to offer products
properly.

Promotion- Successful product and service is position by organisation through communicating
products directly to the target market. Advertising and endorsements at social media as well as at
print media are two factors to promote products.
People- People directly influence all those factors and this is related with perceived value of the
products or service. This also engage the knowledge workers, management and employees to
perform task according to decided goals.
Process- With engage of organisational process authorities complete task through utilise all
those sections that are important to undertake. Organisational structured process is used for
complete work by Hilton (Park, Lee and Back, 2020).
Physical Evidence- For the hospitality service organisation physical evidence includes
ambience, mood, physical presentation and furnishing factors for organisation. More number of
visitor are attracted and retain through engaging physical evidence at workplace.
COMPARISON
Basis Hilton Hotel IHG
Inter-continental Hotel Group
Product This is classified as full-service
hotel and it include all basic range of
hospitality services such as meeting,
wedding place, special event
facilities and many more. The core
product elements for organisation is
customer services, restaurants and
bars.
IHG approximately owns more
than 5000 hotels among all over
the world. This also define that
approximately 700,000 rooms
are offered at global level. So as
per marketing mix product
element core product of IHG is
there hotel rooms.
Price With the use of pricing strategies
management utilised by organisation
is delegated with various strategies.
In context of Hilton hotel
management use the premium
pricing strategies (Parsons and
Lepkowska-White, 2018).
In the current scenario, economy
pricing perform an important
role for IHG as this helps for
perform work with more
effectiveness.

Place With use of distribution strategy an
organisation consists and specify the
availability of products to
customers. Information technology
is used by the Hilton hotel to place
products in effective manner for
effective distribution.
IHG is performing their work at
the large platform and this is
used for perform work at large
platform so mobile applications
is offered to them for provide
easy accessibility of products.
Promotion Hilton utilise the promotional
activities and this aid them to stand
different from the crowd. Exclusive
membership offering is an effective
technique used by Hilton to promote
products.
The current market scenario,
define about all those areas that
are important in promotion of
products. Well dedicated team
and focus on marketing
strategies generate better
marketing indulgence.
People With engagement of people in
Hilton hotel long term-results are
obtained through organising them
for longer period.
IHG perform motivate people as
they perform an important role
and this helps to complete work
with more efficiency.
Process Structured oriented process is used
by Hilton for perform their role in an
organised manner.
Within context of IHG, step-to-
step or systematic process is
used because it aid to manage
and perform work at global level
(Rezaei, Wee and Valaei, 2017).
Physical evidence Hospitality industry relates with
intangible services so Hilton Hotel
maintain all rooms to engage
effective physical evidence in
organisation.
The current market techniques
define IHG hotel methods
physical evidence as per current
requirements of business.

TASK 3
1 P4 Basic marketing plan for hospitality organisation
Marketing plan perform an important role and this is used by the organisation for
directing, controlling and coordinating the overall marketing efforts within the business. Usually,
they are effective to operate business at two levels that is strategic and tactical. Strategies are
used to identify overall market and than implement them for executing the marketing plan in an
organised manner. Hilton hotel formulate and utilise marketing plan after successful research,
thoroughly considered and it execution after overall evaluation of organisational steps (Ruiz-
Equihua, Romero and Casaló, 2020). Hilton Hotel formulate the marketing plan to attract the
market of emerging countries specifically, to India and for this plan authorities execute
transformational steps to enter in market of India.
STAGES OF MARKETING PLAN PROCESS
Goal Setting
 Mission- The mission of Hilton Hotel is to engage and offer all basic and additional
hospitality services to customers. This aid towards the engagement of company
objectives in minimum time-period.
 Objectives- To increase the number of customers with 10% in each quarter.
◦ To maximise organisational productivity with 24% within a year.
◦ To solve the work-related queries of organisational stakeholder in a minimum time-
period.
Analysing of current situation
 Marketing audit- A marketing audit refers to the overall exploration as well as analysis of
the entire marketing environment related with organisation operations and functions
(Sample, Hagtvedt and Brasel, 2020). This is used by Hilton Hotel for assessing
strategies to enter in the niche market.
 SWOT analysis
Strength
 High brand recognition is the first
strength and this aid to attract visitors at
priority.
Weakness
 Limited market share is the first
weakness for organisation to enter in
market of developing country.

 Technical innovation improve customer
experience and it also consists as
strength for gain competitive-edge in
market.
 Operations are impacted at global level
due to amendment in government
policies.
Opportunities
 With high potential of emerging
market management increase their
market share to attract more number of
customers.
 Indian and also Asia market looking
for boom in the market of hospitality
organisation.
Threats
 Pricing and intense competition are the
two major threats related with
organisation.
 Current pandemic conditions generate
complex and difficult challenges to
enter into new market.
 Marketing Assumptions- The current market factors define about all those areas and
objectives which relates with marketing areas. This step is used for forecast the sales the
demand of organisational products in minimum time-period (Şanlıöz-Özgen and Kozak,
2020). With use of research tools and techniques better and effective areas used to order
the market factors at a broad level.
 Market Enter Strategy- With use of current market techniques to enter in market this is
understand that market related entering strategy is the major strength for exists in market.
So Joint venture strategy is used for enter in the market of India and this support
authorities for manage and mitigate risk related factors in an organised manner. Similarly,
with engage of professional individuals better and effective decisions are undertake to
perform all work in a systematic manner.
 Forecast of sales and demand measurement- Hilton Hotel compare the sales through
analysing and comparing the data or information of previous years. According to the
current market this is understand that market demand of hospitality services is high
within the emerging countries (Seo and Song, 2021). So this provide scope to
organisation for engage themselves in a defined marketing area in order to manage
operations among new area. Within number of figures this is understand that the market
scenario, related with demand of hospitality roughly about 13% unexplored in various

short distance. So in context of future potential demand of sales is increased through use
marketing programmes.
 Market budget- Budget are the most important aspects and they are used for complete the
task in a organised manner. With understand of current market scenario, this is identified
that market budget helps management for increase their profits through use of current
areas. Also, market budget is useful to set the number of monetary resources that support
Hilton for save the overall amount.
 Integration of Marketing Communication- Marketing is the method of attracting more
number of individuals within business. In the context of Hilton, communication is one of
the most important factor for attract the customers and also to utilise the effective
approaches that aid to increase the number of visitor in minimum time-period. Within this
marketing communication results that Hilton Hotel generate better results through
engaging individuals for better decision-making.
Marketing mix is an important model and with this long term-results are obtained by
management because this helps for complete work according to all those areas that are important
to retain in market (Shokuhi and Nabavi Chashmi, 2019). Furthermore, for Hilton Hotel both
product, price, promotion and place factors is used to gain competitive-edge in market. Similarly,
extended marketing mix also engaged for include people, process and physical evidence.
 Identification of sales channel- One of the most challenging part of marketing plan is to
figure out the right distribution methods related with business. This is because various
sales methods exists and it relates with organisation also but mostly they are common for
the products. But, Hilton hotel perform roles in service sector so information technology
and sales force are most important method to sale the products with use of appropriate
channel in organisation (Ulaga and Kohli, 2018). Similarly, salaried workforce increase
sales for earn more incentives related with business.
 Monitoring of marketing activities- With engage of marketing factors this is not possible
that an organisation increase their services number. Therefore, management considered
towards the analyse of all marketing areas through utilise the updated software for
enhance the effectiveness of organisation. This also concludes that database and
monitoring of customers and market trends helps to increase the number of important
database to increase their competitiveness in market.

 Evaluation of organisation progress- In the last to evaluate overall programmes this is
important that company engage KPI and benchmark methods for analyse overall
strategies and their outcomes.
CONCLUSION
From the basis of above discussion this is concluded that marketing is one of crucial and
most essential factor for an organisation. It aids the organisation for perform their role according
to current trend and market area. With analyse of roles and responsibilities of marketing
functions this is easy to understand and select most appropriate functions for organisation. On
the other side, marketing department of a business relates with other department also and this aid
to achieve all objectives in minimum time-period. In the last, marketing plan is designed for
enter into the market of a new country within a more appropriate and effective manner.

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