Hilton Hotel Marketing Plan: A Detailed Analysis Report

This report offers a comprehensive analysis of the marketing plan employed by Hilton Hotels. It begins with an introduction outlining the significance of marketing in the hospitality industry, particularly for a global brand like Hilton. The report then delves into the core components of a marketing plan, including the mission statement, goals, and a detailed situation analysis, incorporating frameworks like PESTEL and SWOT. It explains various marketing tactics, such as social media marketing, and the application of the marketing mix elements, including the executive summary, marketing audit, segmentation, targeting, and positioning. Furthermore, the report examines Ansoff's growth matrix to explore market and product development strategies. Finally, it discusses implementation, monitoring, and evaluation methods, including benchmarking, to assess the plan's effectiveness and concludes by highlighting the successful promotion of Hilton's services and products on an international level.

HOSPITALITY
MARKETING ESSENTIALS
ACTIVITY 2

TABLE OF CONTENT
• INTRODUCTION
• MAIN BODY
• CONCLUSION
• REFERENCES

INTRODUCTION
• Marketing is one of the most beneficial and useful tools that has been utilized in the context of
many brands or companies, whether it is small or large.
• The current presentation will be based on Hilton, which falls under list of leading hospitality
organizations in the world.
• It will explain key stages of marketing plan including mission, goals and situation analysis and will
also define detailed strategic marketing plan.

Introducing steps take to prepare a marketing plan including Hilton mission, aims and
situation analysis
• Marketing plan is defined as an operational document that clearly outline
promotion strategy that marketer implement in order to generate leads and
specially to reach at target market.
• Here, it develops in the context of Hilton and its services that firm especially
prepare and offer to target customers.
• It covers situation analysis, for which specific framework may use to take into
consideration.
• It may also encompass mission and aims of organization that operate under
hospitality industry with key and useful resources.

Determining marketing tactic which captures goals and mission of
Hilton
• In the world of business, there are varied forms of methods, techniques
and ways available that marketer within Hilton may use as marketing
tactic, which help to achieve strategic goals and mission of company.
• They may utilize social media marketing as effective promotional tactic
that support to obtain desire outcomes.

Detailed marketing plan that usually applies the usage of marketing mix
• Executive summary
• Marketing audit
• Situational analysis
• Marketing strategies and objectives

CONT…
Executive summary-
• Hilton hotel has gained competitive advantages by selling its quality services and promoting it through
current marketing plan under which marketer has conducted situation analysis by using PESTEL, SWOT
and other strategic models.
Marketing audit-
• Marketer may conduct this audit by using specific approach or technique such as task allocation. They
may utilize task force audit, according to which management may select a team of skilled players who
are capable to conduct market research and collect useful information about rivals, customer’s trends, etc.

CONT…

CONT..

CONT..
• Segmentation
• Targeting
• Positioning

MARKETING MIX

CONT…
Ansoff’s growth matrix-
• By referring to Ansoffs matrix, marketer may choose market and product development strategy,
which enable them to reach at target market and achieve strategic goals of venture.
Implementation, monitoring and evaluation-
• Management may take decision to implement strategies and overall plan in term of dividing roles
and accountabilities at workplace.
• It made them capable to monitor staff performance easily. Furthermore, they may evaluate success
by using benchmarking and analyzing gap between last and current year profitability ration.

CONCLUSION
• In this report, it has been analyzed that by taking initiative to develop effective and appropriate
marketing plan, marketer has successfully launched and promoted their accommodation services
and products at international level.
• It has been determined that by choosing right approaches and developing suitable strategies
marketer has increased sales of brand even better than its competitors.

REFERNCES
• Kaushal, V. and Srivastava, S., 2021. Hospitality and tourism industry amid COVID-19 pandemic:
Perspectives on challenges and learnings from India. International Journal of Hospitality
Management. 92. p.102707.
• Kewuyemi, Y.O., Kesa, H. and Adebo, O.A., 2021. Trends in functional food development with
three-dimensional (3D) food printing technology: prospects for value-added traditionally processed
food products. Critical Reviews in Food Science and Nutrition. pp.1-38.
• Pavlova, A., 2020. PRACTICAL STAGES OF FORMATION OF MARKETING STRATEGY OF
HOTEL ENTERPRISES. MODERN SCIENCE AND PRACTICE. p.37.