Hilton Hotel Marketing: Interrelation and Marketing Mix Analysis

This report provides a detailed analysis of the marketing strategies employed by Hilton Hotel, a major player in the hospitality industry. It begins with an introduction to marketing and its importance, followed by an examination of the marketing functions within the organization, including market information gathering, planning, product development, pricing, and customer service. The report explores the interrelation of the marketing function with other departments such as Human Resources and Finance, highlighting how these departments work together to achieve common goals. A key component of the report involves a comparison of Hilton's marketing mix (product, price, place, promotion, people, process, and physical evidence) with that of its competitor, Marriott. Finally, the report concludes with a summary of the key findings and the significance of marketing in achieving organizational objectives within the hospitality sector.

Hospitality marketing
essential
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1. ..........................................................................................................................................3
P2. ..........................................................................................................................................5
TASK 2............................................................................................................................................6
P3 ...........................................................................................................................................6
TASK 3............................................................................................................................................8
P4 ...........................................................................................................................................8
(Covered in PPT)....................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Hospitality is one of the wide industry that is providing different types of services and
products to end user (Baines, Fill and Page, 2013). Respective industry sector is employing more
than 3.5 millions of people as well as enhancing economic rates. Marketing is a necessary
function of company as it aid in improving customer based as well as sales of products or
services. Chosen company for this report is Hilton Hotel Corporation. This hotel is famous as
one of the biggest hotel who operates their business at international level with wide variety of
products and services. Hilton hotel was developed 1919 as well as this is introduced by Conrad
Hilton. Head office of this organisation is situated at Tyson Corner, Virginia, US. Respective
assignment describe about several roles of marketing function as well as its interrelation to other
functional units of business. In this report comparison between different organisation which is
dealing in hospitality industry is identified. Along with this report will also include a marketing
plan which help Hilton hotel to attain their desire goal.
MAIN BODY
TASK 1
P1.
Marketing
Marketing is considered as one of the crucial function of firm that helps in enhancing
performance as well as profitability. Marketing defined as combination of action which consider
publicity, advertising, selling as well as buying, delivery of products as well as customer relation
(Baker and Magnini, 2016). This is essential for Hilton Hotel to conduct marketing activities in
successful as well as impressive ways. By effective marketing function respective hotel may
develop a better and effective image at the potential marketplace. Marketing is also considered as
procedure of communicating, developing, delivering and exchanging valuable products as well
as services to potential end users.
Marketing functions
Marketing is critical functions of an organisation as it includes identification of different
sources that will lead to successful promotion of products and services in market area. This is
considered as importance business function as it helps in attracting as well as influencing large
number of customers towards organisation. Hilton Hotel may adopt numbers of marketing
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functions because that will aid them in attaining their pre determined goal as well as targeted in
effective manner.
Roles and responsibilities of marketing function
At a company a marketing function plays numbers of roles as well as responsibilities
which help them in attaining their desire goal successfully. Major roles which are played by
marketing function includes enhancing business revenues, increasing market share, development
of products as well as services for increasing sale of Hilton hotel. Gathering market information – It is considered as one of the essential role that is
played by marketing function at the workplace. This will help in identifying need and
want of customers for developing valuable products as well as services (Boschetti and
Massaron, 2015). By gathering as well as analysing information about market Hilton
hotel management become capable to take effective decision for organisation and attract
more customers. Market planning – For achieving set goals as well as objective this hotel needs to
conduct an effective market planning. It is essential that plan is able to identify and
determine strong business strategy. It is role as well as responsibility of marketing
function to develop an impactful plan in order to enhance sales at potential market. Developing goods as well as services – It is one of the effective role as well as
responsibility of marketing function at Hilton hotel to develop or create a valuable
services and products. Product and services offered by Hilton hotel is helpful in attracting
end users as well as satisfying their needs. Marketing functions of respective company is
responsible to creating an effective product and services. Pricing – Price is one of the crucial part of organisation and it will lead to have major
impact on profitability of respective company (Eng, 2017). It is role as well as
responsibility of marketing function to identify prices of competitors goods and services
for developing strong pricing strategy for Hilton hotel.
 Customer services – Hilton is a well known hotel chain so it is essential that respective
hotel is offering premium quality services to its customers. It is role as well as
responsibility of marketing function to offer impressive services as well as meeting with
customers requirements.
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P2.
There are several functions of an organisation that is crucial in meeting with organisation
goals. Interrelation of marketing function with other function of organisation will help in
enhancing overall performance of company (Halpern and Graham, 2013). It is significant that all
department and function of Hilton hotel are interrelated with each other for attaining common
objectives. Below evaluation of interrelation among marketing role as well as responsibilities
along with another departments or functions are given in respect of Hilton hotel:-
Marketing with Human Resource
Human resource function is majorly related to recruiting as well as managing employees
of respective company. There are various major role of human resource function that needs to be
linked with marketing department for achieving desired goals. Marketing function role includes
promoting as well as sales of products and services. Human resource department role is to find
and select highly capable and well qualified employees for performing various marketing
functions. In this marketing function role is to provide compete details about requirement of
vacant position of marketing department. It is role as well as responsibility of marketing function
to advertise and promote requirement of employee and its skills with the motive of attracting
highly capable employees.
Marketing with finance
It has been determined that marketing functions as well as finance department are highly
interconnected along with each other. Both of these division play significant role in
accomplishment of set goals as well as enhancing business revenues. Finance department of
Hilton company major responsibility includes managing all financial amount and resources of
business. This department will lead to give significant budgets to marketing department for
performing various work as well as activities in effective manner. Marketing function
responsibility is to identify and analysis new trends in market area (Kongstvedt, 2013). By
evaluating different and new methods that could be implemented by finance department of
Hilton hotel, financial functions and activities could be performed in better manner.
Marketing with customer service
Interrelation of marketing function with customer services will lead to enhance brand
image of respective company. There are several important role and responsibilities of customer
service function that is helpful in attaining or satisfy demand of customers. Marketing function
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of Hilton hotel is answerable for identify market trends as well as customer need. It is role of
marketing function to communicate with customer service department (Malhotra, 2015). So that
this department can meet with customer needs and wants. This will help in improving
relationship with customer as well as develop strong market value.
TASK 2
P3
Marketing mix is an effective technique which will help in developing better strategies
for organisation. There are numbers of firms that conducting their business operations and
functions in hospitality sectors such as Marriott, Holiday Inn etc. Comparison between marketing
mix of Hilton company as well as Marriott is described below.
Basis Hilton Marriott
Product This includes good and
services of company that is
helpful in attracting customers.
The major products of Hilton
company is luxury room
services, deluxe rooms, bars
and so on. These products and
services are helpful in meeting
with customer requirements.
This company is providing
different types of products and
services. Its major product and
services are classic luxury
rooms, classic premium,
classic longer stays, resorts
and so on.
Price Price refer to the amount
charged by a firm for its
offering. Hilton company is
considering premium pricing
strategies. This pricing policy
of will help in enhancing
profits of Hilton hotel.
This company is setting price
by comparing the price that is
set by other rival companies.
Marriott company is offering
high quality services to
customers as well as setting
prices as per quality of
services.
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Place Hilton hotel is offering its
products and services to
different part of the world. It is
providing its high quality
services 84 countries all
around the globe. Hotels and
resorts of Hilton is majorly
located new airport and good
location to influence
customers.
This hotel has spread its
services over 110 countries.
Marriott is considered as one
of the largest hotel chain
company that is offering its
services to different parts
(Malhotra, Birks and Wills,
2013). Expansion of Marriott
hotel is helpful in attracting
customers.
Promotion There are various promotion
tools and techniques that could
be used by respective company
in order to promote its
products. This company is
advertising its products
through newspaper, social
media and so on.
Promotional method that is
used by Marriott company is
both traditional as well as
Morden method. In this
company is using social media
networks, company website,
print media advertisement etc.
People This refer to employees of
organisation that is performing
different functions of
organisation. Hilton hotel is
providing training to
employees for enhancing their
skills as well as capabilities.
This is supportive in
conducting task and activities
in effective manner.
Marriott company is recruiting
and selecting highly talented
employees that is performing
task and activities in effective
manner. Its employees are able
to give premium quality
customer facilities in order to
full full customers
requirement.
Process This company is including
customer base process. This
Marriott company is based
highly managed business
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process in helpful in meeting
with customer needs and
requirement (Nirschl and
Steinberg, 2018). By adopting
customers based procedure
Hilton hotel able to create
effective relationship with its
potential customers.
process. This business process
in helpful in meeting with
customers needs and wants.
Physical Evidence Physical evidence of Hilton
company is helpful in
attracting more customers
towards business. Interior and
structure of Hilton hotel is
considered as its physical
evidence as it is helpful in
influencing end users.
Hotel and building of Marriott
its considered as its major
physical evidence. It has high
brand image is helpful in
attracting customer.
TASK 3
P4
(Covered in PPT)
CONCLUSION
By analysing above mentioned topics it will be summarised that marketing is very
important part of company that is helpful in meeting with desired goals and objectives of
company. Marketing consist of different function that will lead to increase sales and profits of
company. It has been identified that marketing function roles and responsibilities are linked with
other functions of organisation. Marketing mix consist of 7 P's that is very supportive in
development of effective strategies. Apart from this marketing plan includes various activities
that is helpful in attaining set goals.
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REFERENCES
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