Hilton Hotel Marketing: Roles, Environment, and Interrelationships

This report provides a comprehensive analysis of the marketing function within Hilton Hotel. It begins by defining the key roles and responsibilities of marketing, including market research, promotional channel creation, product development, and distribution. The report then examines how these roles relate to the wider organizational context, considering both internal and external environmental factors. A PESTLE analysis is used to assess the impact of political, economic, social, technological, legal, and environmental factors on Hilton's marketing strategies. The significance of the inter-relationship between marketing and other functional units, such as finance and human resources, is also explored. Finally, the report offers a critical analysis of the key elements of the marketing function and their interrelationship with other functional units within Hilton Hotel, providing insights into the hotel's marketing approach.

Contents
INTRODUCTION...........................................................................................................................3
Roles and responsibilities of marketing function within Hilton hotel.........................................3
Ways in which roles and responsibilities of marketing relate to wider organization context.....5
Analysis of the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................6
Analysis of the significance of the Inter-relationship between marketing and other functional
units in Hilton Hotel....................................................................................................................7
Critical analysis of the key elements of the marketing function and their interrelationship with
other functional units within Hilton Hotel...................................................................................7
Conclusion...................................................................................................................................8
REFFERENCES............................................................................................................................14
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INTRODUCTION
Marketing is based on the concept of advertising, publicity and sales techniques, which are
mainly used for promotion of products and services. It is one of the most important aspects of
business success for defining the overall productivity as well as profitability in the marketplace.
Hilton is a leading brand of full-service hotels and resorts, providing the best quality of
accommodation service to their potential consumers. The organization was founded by Conrad
Hilton in 1919. The documentation will describe the key roles and responsibilities of marketing
function within the hospitality organization. It will compare the different ways in which different
organizations, applying the suitable marketing mix to perform the planning process to achieve
desirable goals and objectives. Furthermore, the report will produce the marketing plan for the
organization in order to meet the expectations of potential customers.
Roles and responsibilities of marketing function within Hilton hotel
In the Hilton hotel, marketing’s function can be defined as the role of enterprise which helps in
identifying the authenticate source and potentially successful goods and services in the marketplace.
Marketing plays a vital role in Hilton Hotel. In order to maintain its brand image, deep knowledge
and understanding of its customers about products and services offered by them is required.
Building a bard though marketing also helps them in attracting a greater number of customers and
maintain their loyalty towards the brand. Hilton hotel can perform the different functions such as
marketing research, development process, customer service, promotions, etc. Every function
involves different responsibilities of Hilton hotel (Elsharnouby and Elbanna, 2020). It is always
support for increasing the overall business productivity as well as profitability in marketplace. Some
of the main roles and responsibilities of marketing functions within Hilton Hotel are as follows:
Market research
In Hilton hotel, the primary responsibility of marketing manager is to promote the various kind of
good and service in global marketplace. A marketing manager can perform the different operations
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to acquire more information related to the goods and services (Elsharnouby and Elbanna, 2020).
Generally, it is doing market research to identify the latest trends. In order to increase the
knowledge about the expectations of clients which can change the production function. This will
help in satisfying the potential customer demands in Hilton Hotel.
Creating product promotional channels
It is another important part for the organization as the marketing manager is always keeping track of
interest from potential clients through different advertisements and promotional activities. Hilton
Hotel has a website providing accurate information about the products as well as services for
potential clients (Şanlıöz-Özgen and Kozak, 2020). In this way, it also develops understanding of
the promotional channel in order to build a good relationship with the client. The promotional
activities are considered essential for the marketing manager as they help Hilton Hotel in competing
with other competitors in the market.
Product development and management
Based on market research, the marketing manager has improved the production process of Hilton
Hotel. In this way, it can be produced high quality of product in cost effective manner (Şanlıöz-
Özgen and Kozak, 2020). In Hilton Hotel, the manager is responsible for identifying latest trends
and implementing the suitable product function. Therefore, it can achieve the desired goal and
objective. Another way it is helping Hilton Hotel in gaining competitive advantages over market
competitors.
Distribution of goods and services
It is one of the main and primary functions of marketing which are focused upon by Hilton Hotel.
There are four main elements of marketing mix: product, price, place and promotion. Distribution
of goods and services is related to place element of marketing mix (Yadav, Dokania and Pathak,
2016). The main role of this marketing function in Hilton hotel is to make final products and
services available to their customers. Distribution of goods and services helps Hilton hotel to satisfy
needs of their customers by offering goods and services to them as per their need and desire.
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Ways in which roles and responsibilities of marketing relate to wider organization context
Marketing functions are similar for both B2B and B2C types of organizations. For both the type of
business marketing functions remain the same i.e., public relation, advertising etc. Marketing
functions can help an organization in achieving their desired organizational objectives in relation to
B2B and B2C (Matheson, 2017). These marketing functions help an organization in the
development of an effective marketing strategy. Roles and responsibilities of marketing relate to
wider organizational context in term of both internal and external environment. It is important for
organizations to focus upon both internal and external environment because it can directly influence
marketing decisions of the company.
Internal environment
Internal environment focuses upon conditions or surrounding within the boundary of an
organization. It mostly focusses upon elements that exist within an organization like physical
resources, financial resources, human resources etc. These are these factors upon which an
organization has full control (Othman and Hafez, 2019). Based upon these resources, an
organization create and deliver valuable products and services as per the needs and requirement of
their customers. In terms of internal environment, roles and responsibilities of marketing helps an
organization in bringing improvement within their current product and service as per the needs
and requirements of their customers. It basically helps organizations like Hilton to understand their
customer’s need and deliver products and services as per current market offering. Marketing also
helps an organization in identifying future needs of their customers so that they can bring
improvement within their products and services as per the changing need of their customers.
External environment
External environment helps an organization in understanding their current market competitors,
suppliers, current and potential customers in a proper manner. It can also be said that external
environment focuses upon factors outside scope of an organization. An organization has no control
over upon external factors and its impact upon organization. Role and responsibilities of external
environment of marketing in terms of wider organizational context is to provide brief analysis of
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external macro factors that can impact business of an organization both positively and negatively
(Martensen and Mouritsen, 2017). Marketing process of Hilton also include analysis of impact of
external environmental factors so that they can understand their current competitors who give then
a tough competition. It further helps then in identifying their current customer base so that they can
focus upon them and provide excellent and high- quality products and services to them. Not only
this, but it also further helps Hilton to identify their potential customers upon whom they can focus
upon so that they can enhance their customer base.
Roles and responsibilities of marketing in organizational context of Hilton relate in following
manner: Marketing has strong relationship with front office because interaction of front office with
customers helps them in identifying changes that are required to be brought of additional needs and
requirement of customers required to be focused upon. This information gained by front office of
Hilton is communicated to marketing department so that they can bring required changes within
their marketing strategies. Marketing also relate to housekeeping as marketing helps housekeeping
of Hilton in understanding quality service and cleanliness standards that are required to be
maintained by them.
Analysis of the roles and responsibilities of marketing in the context of the marketing environment
Roles and responsibilities of marketing in terms of marketing environment can be explained with
the help of PESTLE analysis. PESTLE analysis helps an organization analysing impact of its
external environment on marketing plan of company.
Political: Political factors include all government related aspects or interventions such as tax
policies, laws and political relationships which influences the operations of organisation. Hilton
complies will all kinds of trading laws that includes import of required raw materials for delivering
excellent and high-quality products and services and per the updated trading legislation (Le
Meunier-Fitzhugh and Massey, 2019). Hilton complies with all main legislation, and regulation
while developing marketing strategies. The failure to comply with the political changes or factors
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can affect the smooth operations of firm and can also create complications in terms of penalties or
trade restrictions.
Economic: Economic factors such as inflation rate, GDP and economic growth can affect the
expansion plan and profitability of organization. Due to Brexit overall economy of UK has been
impacted that has directly impacted Hilton and their operations in UK. It is creating uncertainties
regarding investment and pricing decisions of the firm. If economic factors are not taken into
account by the firm then it can lead to financial losses and failure in the market.
Social: The preferences and trends in society are also one of the important factors which affect
business decisions. Current Covid-19 situation has changed need and preferences of customers like
today customers prefer to contact less service, online payment, sanitized rooms etc. Due to this
marketing strategy of Hilton has also been changed. As a result, hotel has introduced its online
presence and digital payment and marketing strategies. If social factors are not considered, then
organisation may fail to meet the changing consumer demands.
Technological: Changing technology is helpful for brining innovations in products and services.
Hilton has adopted advance technology like chatbots for enhancing overall customer experience of
their customers, guest, or clients (Dadzie and et. al., 2017). Adoption of advance technologies has
helped them in creating a technological environment which further helps them in gaining
competitive advantage.
Legal: For every organisation it is mandatory to follow certain rules and regulations. Hilton follows
all the legal acts, regulations properly as it helps them in running their hotel in an ethical manner
and also helps them in maintaining positive image in front of their customers. The negligence to
these legislations not only creates legal conflicts but can also lead to negative brand publicity which
is not appreciated for sustainable growth of the firm.
Environment: The environmental factors can affect the way in which organisation is perceived or
identified in society. Hilton focuses upon using renewable energy like solar energy for geyser. This
has helped them in attracting a greater number of customers who prefer products and services that
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are environment friendly. Consideration of environmental factors in strategy and operational
context can bring more positive brand image of corporates.
Analysis of the significance of the Inter-relationship between marketing and other functional units
in Hilton Hotel
All the marketing functions work closely with other functional units of Hilton Hotel.
Finance department: Contribution of finance department in hotels is high and when their work
with other functional departments they provide various kinds of benefits to organizations. Without
finance department it is extremely difficult for Hotel to develop effective marketing plan, which is
within budget, implement cost effective strategies etc. For example, marketing department of Hilton
work closely within finance department because marketing department need finical or economical
resources for planning and impending marketing strategies and for this, they need to coordinate
with finance department (Jackson and Ahuja, 2016).
Human resource department: the HR department also works closely with other departments of
the hotel because they need to develop strategies for motivating employees, recruiting employees
and providing training to them. HR department closely work with Finance and marketing
department because they need to recruit correct and talented employees, devising marketing plan
and achieving desired aim and objectives. HR department helps them by hiring talented candidates
who can fulfil their needs and requirements. HR department in Hilton plays a vital role because they
help them in motivating their employees so that they can work on enhancing their performance in
order to achieve main aim and objectives.
Research and development department: Research and development department also coordinate
with other departments because it helps them in analysing current market trends, changing needs
and requirements of their customers, so that they can focus upon developing marketing strategies
accordingly. Hilton invests huge amount on their research and development department by
coordinating with finance department because it helps them in moving with changing market trends
and identify changes that they need to bring within organization.
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Critical analysis of the key elements of the marketing function and their interrelationship with other
functional units within Hilton Hotel
In Hilton most of the marketing decisions involve other business functions as well. Inter-
relationship other functional units help marketing department in achieving their desired goals and
objectives in a proper and appropriate manner (Steenkamp, 2017). Working with finance
department helps them in making sure that their current marketing plan is within overall budget,
working with HR department helps in making sure that they have right number of people who can
work effectively and efficiently and help Hilton in achieving their desired goals and objectives.
Inter-relationship of marketing function with other functional unit is extremely important because it
helps developing strategies as per changing market trends, within specified budget and hire
employees who can effectively work on marketing strategies developed by Hilton. Some main
advantages of this inter-relationship are: if marketing department require new employees then their
coordination with HR department can easily help them to hire new employees as per their
department. Not only this, if they require to provide training to their existing staff members then
coordination with HR department will help them to provide training to their employees. However, it
has some disadvantages as well such as: If Hilton is not making much profit then budget allotted to
marketing department will get reduced due to which it can become difficult for marketing
department to develop effective strategies that can help them in gaining competitive advantage.
Conclusion
From the above task it has been identified that marketing functions plays a vital role within an
organization. Each marketing function has its own role and responsibility that helps an organization
in providing excellent service, high quality products to their customers.
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REFFERENCES
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