Marketing Strategies and Environment Analysis for Hilton Hotels

This report delves into the marketing strategies of the Hilton Hotel, analyzing the application of various marketing concepts and their impact on the organization. It explores the five marketing concepts employed by Hilton, including production, selling, marketing, and product concepts, and how they influence the hotel's approach to customer engagement and product development. The report also examines the micro and macro environmental factors that affect Hilton's marketing operations, such as customers, suppliers, competition, political factors, economic conditions, social factors, and technological advancements. By considering these factors, the report provides a comprehensive overview of the challenges and opportunities within the hospitality marketing landscape, highlighting the importance of understanding consumer needs and adapting to market dynamics to ensure success. The report concludes by emphasizing the significance of marketing in the modern business environment.

Marketing in hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
1.1concept of marketing of Hilton hotel.................................................................................1
1.2 Impact of market environment over organisation............................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is an operation of getting an entity's product and then make it available in the
market for the customers. Hospitality marketing consist of branches like resort, hotels as these
uses different marketing techniques to promote their products in the market. Study will cover the
concept of marketing and the impact of marketing over Hilton hotel.
TASK A
1.1 concept of marketing of Hilton hotel
Marketing concept can be defined as philosophy that helps firm in analysing needs of
consumers and providing them goods and services as per their requirements (The
marketing concept, 2017 ). This helps in raising sales of business and promoting brand
image. There are five marketing concept which the Hilton Hotel uses in their organisation.
these concepts are as follows:
 Production method: it is the first and initial phase for marketing. The main idea of
Hilton Hotel is to establish its product with with a lower price, high manufacturing of
items and to supply their products over a larger bulk.
 Selling concept: this theory states that customers are not going to buy the products until
and unless the company try to promote its appliances and make so much efforts to supply
their products to the customers. Hilton Hotel has been very familiar with its promotional
activity for there resorts, luxury hotels, through many mediums like internet, twitter and
etc.
 Marketing concept: this concept has been adopted by most of the entities. It is a
philosophy which identifies the needs and preferences of the clients. Marketing concept
always concentrates on consumer desires and market product in such manner so that
more people make their mind to buy it (Charter, 2017). Hilton Hotel provide many good
quality food products which matches the taste and preferences of the customers. They
first analyse the type of customers that their organisation is receiving and than produce
food items which satisfy the customers need. They also have seasonal food products for
there clients which attract most of the people to Hilton Hotel.
 Product concept: the theory consist of the products which are of better quality as well as
acceptable by the customers in order to make profit. It mainly focuses over the customers
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needs and taste (Rowley, 2016). The product which has good quality, benefits and feature
establishes itself soon in the market while those who don't have these criteria will be
failed to supply in the market. Hilton hotel staff provides balanced food products to there
customers with a appropriate quality which is acceptable by the clients and this support
the organisation to add multiple numbers of customers to Hilton Hotel.
1.2 Impact of market environment over organisation
Marketing environment can be defined as various internal and external factors that
influence business activities and marketing operations. Internal components are such as
employees, customers, external components are political, legal etc. There are two types of
marketing environment i.e. micro and macro which affects an entity's position as well as its
growth and also affects their decisions making.
Micro environment
These are such elements that are related with internal environmental condition of business.
 Customers: it totally depend on the organisation's strategies of what kind of customers
they are focusing upon and than analyse the current clients that are ruling the market.
after that the organisation designg their products according to the available customers and
than supply it into the market (Costoiu and et. al., 2016). If the Hilton hasn't taken
customer's terms and preferences as priority than it will be no longer to sustain in the
market. Hilton mainly focuses over the families and travellers as their customers, so they
strategies there menu planning according to the clients and then present it in front of the
customers.
 Suppliers: This is another major factor that influence internal working of the Hilton hotel
to great extent. If suppliers are unable deliver quality raw material on time then it may
impact negatively on overall business revenues.
 Competition: this is one of the most common factor which affects the image of an firm.
Competition is required in every field to enhance the capabilities of an organisation
sometimes it affects the firm in a negative way also. If the Hilton is bringing the similar
products like the other organisation with high prices than customers will no longer buy it
as other firms are also providing the same product in low cost which will attract the
customers to divert it to other organisation and will create a negative impact over the
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image of the product (Homburg Jozić and Kuehnl, 2017). Hilton Hotel which is a
internationally expanded company is not affected by this factor as they have the best staff
who are innovating their items and satisfying the customers demand according to them.
Macro factor
These are such factors that are related with external environment of business and
influence overall marketing operations.
 Political factor: This component influences marketing environment of Hilton hotel,
changes in laws impact marketing decision of Hilton and entity has to make changes in
its existing marketing strategies.
 Economic factor: this component is related to the inflation and deflation rate, interest,
foreign exchange that affects import and export of an organisation (Kerr and Patti, 2015) .
Changes in economic condition may affect sales . Hilton Hotel which is one of the most
luxurious hotels has already set its prices to a higher standards due to which the middle
class families are not able to afford such expenses and this decreases the large numbers of
customers from there organisation which affects the revenue of the firm (The marketing
concept, 2017).
 Social factor: this component indirectly affects the entity as it involve age, gender,
lifestyle of different religions and communities etc. So the Hilton should always have a
mind set of giving the priority to customers taste, preferences (Kühn and Pasquier, 2016).
 Technological factor: This is most influencing component, changes in technologies
influence business operations of Hilton. If new technology came into market then entity
has to implement it that increase cost but also helps in raising operational efficiency. By
using mobile application, social sites Hilton has become able to reach to mass audience
this has supported in increasing profitability of company.
CONCLUSION
From the above description it has been concluded that marketing is one of indispensable
function i.e. essential for an organisation. It has also summarised that this is essential to consider
basic marketing concepts and marketing environment in regard of understanding the demand of
consumer.
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REFERENCES
Books and journals
Charter, M., 2017. Greener marketing: A responsible approach to business. Routledge.
Costoiu, M. and et.al., 2016, November. Marketing management elements. In IOP Conference
Series: Materials Science and Engineering (Vol. 161, No. 1, p. 012105). IOP Publishing.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3).pp.377-401.
Kerr, G. and Patti, C. , 2015. Strategic IMC: From abstract concept to marketing management
tool. Journal of Marketing Communications. 21(5). pp.317-339.
Kühn, R. and Pasquier, M., 2016. Marketing: analyse et stratégie. Schulthess.
Rowley, J., 2016. Information marketing. Routledge.
ONLINE
The marketing concept. 2017. [ONLINE]. Available through :
<http://www.netmba.com/marketing/concept/>
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