Marketing Plan for Hilton Hotel's Expansion into the Canadian Market

This report presents a detailed marketing plan for Hilton Hotel, focusing on its strategic expansion into the Canadian market. The plan begins with an executive summary highlighting the rationale for expansion, emphasizing Canada's appeal to tourists and potential profitability. It then provides an introduction to Hilton Hotels, followed by an analysis of the marketing plan's components, including situational analysis using SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The report delves into market segmentation, targeting high-income groups, and positioning strategies. It explores the value proposition, implementation, and control mechanisms necessary for success. The conclusion summarizes key findings, and the report includes references to support its arguments. The plan aims to establish Hilton's presence in Canada by leveraging its strengths, addressing weaknesses, capitalizing on opportunities, and mitigating threats within the competitive hospitality landscape.

Running Head: Marketing management
Marketing Management

Marketing Management
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................2
Components of marketing plan...................................................................................................................3
Situational analysis..................................................................................................................................3
Strengths.............................................................................................................................................3
Weakness............................................................................................................................................3
Opportunities......................................................................................................................................4
Threats.................................................................................................................................................4
Market segmentation..................................................................................................................................5
Targeting.....................................................................................................................................................7
Positioning...................................................................................................................................................8
Value proposition........................................................................................................................................8
Implementation and control......................................................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................14

Marketing Management
Executive summary
A marketing plan is something or a strategy which is taken into consideration by the organization
to promote the products in the specific market for the purpose to enhance and expand the
product. Expansion in international market plays a great role and also it helps to expand the
market internationally. Under this Hotel Hilton which is a hospitality industry is trying to
implement its product and services in Canada. Hotel Hilton wants to establish the market in
Canada as it is a place which attracts more and more tourists. The industry wants to establish
there so that it can attract more and more customers towards the hotel. The directors and
managers of the company want to establish a new industry in Canada. As it is a place which
attracts tourist and also it can give profitability to the organization. The company can achieve
positive outcomes in Canada. The Hotel Hilton takes into consideration the strategy to
investigate about the Canada market so that the company can easily achieve its goals and
objectives in effective way. The marketing team should take into consideration the requirement
of hotels and also the standard of hotels which are situated in Canada. The country is considered
as a tourist place which will help the company to expand in effective way. Hotel Hilton provides
quality services to its customer and tries to enhance the level of satisfaction of the customers. In
this report, the marketing plan of the Hilton Hotel is discussed and the main emphasis is given on
the staying facility which the hotel provides to its customers.
Introduction
Hotel Hilton is considered as a hospitality industry. The hotel offers luxurious and various kinds
of services to the guests like spa, games, sports and travelling. The hotel is enhancing its chain
and it is becoming strong day by day. There are many hotels which are running and now they are
thinking to open a new outlet in Canada to serve more guests and enhance their growth
internationally. The responsibility of this is given to the marketing team to make the marketing
plan. The marketing plan should have the market research of Canada. The report takes into
consideration the effectiveness of marketing plan if the hotel opens an outlet internationally. The
report consists of market research of Canada market that how many hotels are there and many
other things.

Marketing Management
Components of marketing plan
Situational analysis
Situational analysis is the methods and techniques that are taken into consideration by the
management of the company that considers the external and internal factors that gives focus on
the business operations. The situational analysis can be considered by different approaches such
as SWOT analysis and Porter’s five forces (Altamirano-Jimnez, 2013). By taking into
consideration Hotel Hilton and considering the present situation it is seen that strengths,
weakness, opportunities and threats will be analyzed by setting the other outlet that will give
positive outcome. The SWOT analysis of the hotel Hilton is discussed:
Strengths
Hotel Hilton is achieving growth and enhancement day by day. They have opened many hotels
across the globe. The experience that is gained is vast in this field and the market position can be
accessed and reviewed by taking into consideration the market position. The hotel gives many
benefits to its regular customers by that they are induced to avail the services of the hotel. The
benefits include Spa, salon services and luxury stay to its customers. The biggest advantage for
the hotel industry is that it has vast properties across the globe and also many countries are
consisted in that list. Hotel Hilton is considered as a vast network in the hospitality industry that
consists of many hotels, resorts. The biggest strength that the hotel has is the employees that are
working across the world. The biggest advantage to the hotel is that the resources are sufficient
enough which help the organization to attain the goals and objectives in effective manner
(Armstrong, Kotler, Harker and Brennan,2015).The organization has the main advantage that the
services that they deliver are efficient enough which induces customers to avail more and more
services from the hotel. The hotel has many resources through which the goals and objectives
can be achieved in effective way.
Weakness
Hilton hotel is situated in various parts of the countries but they have given main focus on the
US market. Hotel has a brand image globally but they don’t have its share value if it is
considered on international basis. Just because of the large size it is seen that the hotel consist of
services that requires a huge time to complete it in effective way (Armstrong, 2015).The
weakness is the rates of the hotel industry are high and the problem is that these rates are not
considered by the people that belong from the average household. The hotels are losing

Marketing Management
customers to compete with the competition that are prevailing in the outside and inside of the
industry. The hotel industry can market its product and services to a limited extend that can give
a disadvantage to promote its goods and services. There are many hotels that offer low prices to
the customers but do not provide quality services to the customer. So the customer avail the
services that they get in low prices. There are many hotels in this industry that offer low prices so
the customer get induced and attracted towards the hotel where the prices are low.
Opportunities
This sector has an opportunity on a large scale that gives the Hilton hotel to complete its services
in effective manner. The profitability can be increased if the hotel gives focus on the services
that are offered to the customers. The hotel has many opportunities to start up the business on
international business. It will give profitability to the organization and also enhance its growth.
Strategic alliance plays a great role in marketing and also in other strategies for the organization.
The development program should be performed in effective way and also the competitors should
be handled in the international market. It is very essential to beat the competition in international
market so that the company can survive in effective way. Hilton hotel is considered as a
luxurious hotel that attracts high profile people. So the hotel should also give focus on the middle
class people. They should offer attractive services that can be affordable by the middle class
people like the deluxe rooms should be provided to them at low price which will give
enhancement in the business.
Threats
By taking into consideration the international level there are many threats that take place like
terrorism, various policies. Micro and Macro- economic factors are available in every country. It
gives impact on the working of the company. The main threat to the hotel industry is that there
are many competitors against them. So to conduct smooth working it is necessary that the
company maintain good relations with the competitors so that the organization goals and
objectives can be achieved in effective way. There are many threats that are faced by the hotel
as the competition is high in the market if hotel industry is taken into consideration. So it is
necessary that the industry takes into consideration many things that give direct impact on the
working pattern. There are many unethical practices that lack managerial control over the hotels.
The competition in the hotel industry is so much that it gives direct impact on the working of the
organization. There are many alternatives available in the hospitality industry that is

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mushrooming each day. The economies are getting worse day by day. The hotel industry is
coming back after the recession. There are many hotels that have different interest rates and also
low disposable income that are different by taking into consideration different hotel sector.
Technology also plays a great role and has many disadvantages that give direct impact on the
working of the company.
SWOT analysis
The SWOT analysis is taken into consideration because it reveals that the hotel Hilton have
many strengths that can be translated to the development in the resources and capabilities. By
this the competitive position can also be enhanced. The core strengths that can be taken into
consideration of the hotel Hilton are the goodwill of the hotel. If the weakness is taken seen then
the company has a weakness that they provide the same services that are offered by other hotel
industry. SWOT analysis tool is taken into consideration as it defines the strength, weakness,
threats and opportunities that are prevailing in the market. It gives enhancement in the working
pattern of the operations that are lying in the hotel industry. There are various weaknesses that
are operated by the strategic actions.
Market segmentation
It is a process in which the potential customers are divided into groups and segments that are
based on different features. For the growth and expansion the company has to take many
considerations that will enhance the effectiveness of the working. Market expansion assists the
customers that give positive impact to the organization. The market segmentation is on the basis
of age, sex, income and the area. By taking into consideration Hotel Hilton The customer who
belongs from a high income group are targeted and also to the people that give focus on the
comfort and luxury. So Hilton will give main emphasis on this structure. They will broadcast
their promotional and marketing in such a manner that customers get induced to avail the
services of the hotel. Also the Hilton hotel provide various benefits to its customers such as a
place for meeting, small get together and small parties. By this families get induced to gain the
knowledge of the hotel for conducting these types of special occasion. It gives enhancement in
working operations of the business and also enhances the profitability of the organization
(Marinova, Peng, Lorinkova, Van Dyne and Chiaburu, 2015).

Marketing Management
The segmentation is conducted on the basis of public that are taken into consideration for the
hotel industry. The segmentation is a process in which the customers and public are given main
focus and emphasis and after that the process of positioning is taken into consideration. The steps
of segmentation process can be:
Demographic: In this people are divided by taking into consideration their age, sex. For example
the toy organization will give main focus on targeting children. So in this hotel industry the main
emphasis will be given to the people from the high level group (Wang, Tsai and Tsai, 2014).
Geographic: In this people are taken into consideration by targeting people on the basis of region
and also on the basis of country, state and city. There are many movies that are made according
to the taste of the consumers.
Psychographics: In this the people are taken into consideration by giving emphasis on living
standard of people. So in every society there are many people used to go to restaurants and there
are many people that don’t give focus on visiting the restaurants. So the manager of the
restaurants will promote its varieties in those areas where people like to visit restaurants (Shani,
Uriely, Reichel and Ginsburg, 2014).
Behavioral: In this people are taken into consideration by giving emphasis on the nature and as
per the consumption. The people who like to visit hotels will give focus and emphasis on hotel
Hilton in comparison with the people who do not like to visit hotels (Bickhoff, Hollensen and
Opresnik, 2014).
Hotel Hilton segmentation processes take into consideration these all types of segmentation as
the price of the hotel is not affordable by everyone. The high income group are targeted and
focused. In psychographics the people who visit the hotel regularly will love to stay in luxury
and comfort. All the activities are considered by the hotel with the main aim to expand the
business. If people are not aware about the services of the hotel then it is very difficult for the
hotel to attain its goals and objectives in effective manner (Slåtten and Mehmetoglu, 2015).So
the activities should be considered by the hotel so that the goals and objectives can be easily
achieved in effective manner. Marketing also plays a great role in enhancing the demand of the
services or the product. So for introducing the product or the service the business should take

Marketing Management
into consideration effective marketing so that the organization can achieve its profitability (Raub
and Robert, 2013).
Targeting
Targeting refers to focusing on group or a team to enhance its business operations by taking into
consideration its operations. In Canada it is very important that the company take into
consideration the target market. The Hilton hotel should focus and give emphasis on the people
who belong from high level groups (Tsai, Horng, Liu and Hu, 2015).By this only the company
can easily achieve its goals and targets in effective way. To enhance its operations or working in
Canada it is very essential that high income group people should be given emphasis then only the
hotel can easily achieve its goals and targets in effective manner. Canada is a city that consists of
all the types of market. There are many travelers that are seen in the city just because of the
increasing tourism in the city (Kandampully, Zhang and Bilgihan, 2015). Once the segmentation
is completed it is necessary to focus on the particular segment that focuses on guests. Some
people travel for leisure with their family and friends and they give focus on seeing the
attractions and places they visit. These guest stay for long time and they have different wants and
likes. The demand that they want is considered in luxury cost. So the industry or hotel should
target the customers that can enhance the level of satisfaction of the customers. The next group is
of company executives and business men. The group stays for the short duration and gives focus
on the convenience than luxury. The demands of this group are basic and they require
accommodation for the time they are conducting their meeting in the town (Radojevic, Stanisic
and Stanic, 2015).The demands is not high of this type of group. This sector takes into
consideration and focus on all the level of people. They try to attract more and more customers
towards the hotel industry. The Hilton hotels try to fulfill the requirements and needs of all types
of guest. The services and luxury that is offered by the hotel is good that gives maximum
satisfaction level to the customers. Canada is considered as a financial capital of India that
attracts more and more business towards the city. That is the reason the business give main focus
to the clients that are from business family (Bowie, Buttle, Brookes and Mariussen, 2016).

Marketing Management
Positioning
There are many 5 star and 5 star deluxe properties in Canada that has achieved the top segment
position in the market of Canada. There are hotel that are situated in Canada and which provide
customers the taste of royalty in the modern times. There are many top properties in Canada that
gives stylish luxurious rooms and also maintained interiors to the customers that increase their
enjoyment level and experience in the property or the hotel. The Hilton hotel focuses in
positioning a wide range of amenities and luxuries to all the customers. The main target is given
to the families and business men. The hotel positioned in a manner in which both the business
and the leisure guest can live and enhance their level of satisfaction (Bull, Jobstvogt, Böhnke-
Henrichs, Mascarenhas, Sitas, Baulcomb, Lambini, Rawlins, Baral, Zähringer and Carter-Silk,
2016).
Value proposition
Value proposition is considered as an important element to achieve goals and objective
successfully. The value proposition consists of many factors such as competitors, customer
expectation and the services that are delivered to the customers. It is applied to entire
organization and also it is a strategy that gives emphasis on enhancing the customer value (Yoo
and Bai, 2013). The company should identify clear, measurable and analyze the benefits of the
consumer that avail the services that are effective enough. The needs and wants of the customer
are customized in such a way that the satisfaction level of the customer can be enhanced in
effective way. The requirements of the customer should be analyzed and should be offered to the
customer in effective way (Liu, 2016).
The marketing strategy was developed so that the company can take effective steps that can give
enhancement in the working of the company. The marketing strategy is made by analyzing the
needs and wants of the customers in Canada. The strategy is developed so that the operations and
working of the business can be conducted and the company can easily achieve its goals and
objectives in the market. Strategies are very important for conducting day to day operations. If
the strategies are managed and implemented then it is beneficial for the company (Mittal and
Dhar, 2015).
Marketing Mix

Marketing Management
Marketing mix is a practice in which the objectives and policies of Hotel Hilton will be
discussed. This method take into consideration 8P’s like price, promotion, place, people, process,
packaging, physical environment and product description. This method take into consideration
the goals and objectives of the organization by taking into consideration market and customers.
1) Price: The price is the main element to introduce the product in the market. It gives the
price of the services that are introduced by the organization. In this the room, food that is
offered to the customer and also the other services like spa, salon is taken into
consideration. The price should be set by taking into consideration all level of people. If
the prices are high then it is difficult for the people who belong from the middle level to
avail the services. So the prices should be set so that the customers can easily avail the
services without giving any other thought. Setting appropriate prices by taking into
consideration the stay, food will attract many customers towards the hotel (Nieves and
Segarra-Ciprés, 2015).The price of Hilton hotel is quite high if compared with other
hotels. So the company should take into consideration effective strategy by which the
prices can be minimized of the hotel and the people who are not willing to pay high price
can avail the services. It will enhance the customer satisfaction and attract more and more
customers towards the hotel (Kasim, Gursoy, Okumus and Wong, 2014).
2) Product: By taking into consideration hotel Hilton the products can be rooms, food and
also it include services like spa, saloon, gaming zone and the cab facility. Hotel Hilton
provides many services to its consumers and gives enhancement in the level of
productivity. The services that are offered to the consumer not only provide satisfaction
but also enhance the goodwill in the Canada market. The hotel industry should give focus
on the services that are given to the consumers. If the quality services are provided then
the consumers will get attracted towards the hotel. It is essential to set and create
goodwill in the market that will enhance the level of satisfaction of the customers (Lee-
Ross and Lashley, 2010).
3) Promotion: Promotion is a method by which the product and services are promoted in
effective manner. Every organization has different promotional schemes that give
enhancement in the working pattern. By analyzing the situation it is seen that the hotel
Hilton has adopted many promotional techniques like digital to give and print media that
is very useful for launching of the hotel in the Canada market (Yen and Teng, 2013). It

Marketing Management
will provide many facilities to its tourist and enhance the profitability of the organization.
There are many other promotions that are taken into consideration like sponsoring many
events and also display a show that attracts the customer towards the hotel. Promotion is
very important for the organization as it aware the customer about the product and
services (Hoque, 2013).
4) People: These are the people who are concerned about all the activities that are performed
in organization. They take into consideration different ways and techniques that
encourage the customer to avail the services. Like for example the sales managers will be
responsible for the sales activities of the organization, Operation head will be responsible
for the taking care of guests and other issues that are prevailing in the organization (Wirtz
and Lovelock, 2017). It is very essential that the person should know the responsibility
and should conduct its operations in effective way. So that the organization can easily
achieve its goals and objectives (Huang, Iun, Liu and Gong, 2010).
5) Physical environment: It takes into consideration the conditions of the market that is
concerned with particular place by which the organization can easily introduce its
services and products in the market. By taking into consideration the Hotel Hilton it is
essential that macro and micro environmental factors of Canada should be analyzed in
effective way and the outcome should be analyzed (Jani and Han, 2014).
6) Process: There are many other features that are provided to the customers like good
quality, food and spa facility. These are the facilities that are provided to the customer
with the facility of stay. The choice is made by the customer that whether to avail the
services or not. Suggestions are also taken by the customers and if the suggestions are
negative then corrective actions are taken to convert it into positive suggestions. If
corrective actions are taken effectively then the customer will feel satisfied and happy.
Customer satisfaction is an important element that should be taken into consideration. If
the customer is satisfied with the services then customer will be induced to avail the
services again and again. It will give enhancement in the profitability criteria of the
organization (Carlborg, Kindström and Kowalkowski, 2014).
7) Packaging: This is the method in which packaging is done of the product and the
packaging attract the customer towards the product. By taking into consideration hotel
Hilton it does not provide any products to its customers but the services that are provided

Marketing Management
are considered as a product. The process and steps gives enhancement in the customer
satisfaction. If the services that are provided to the customer in effective way the
goodwill of the company is also enhanced (Hollensen, 2015). In the hotel there are many
facilities that are given to the customer like clean towel, soap and other small product that
give direct focus on the image of the company. The services that are given to the
customer should be efficient enough so that company can easily achieve its goals and
objectives. The company image is maintained in effective manner when the services are
delivered in effective manner (Goetsch and Davis, 2014).
The marketing mix decisions are made so that hotel Hilton can easily achieve its goals
and can enhance its expansion in the market. The marketing mix decisions are developed
so that the company can easily enhance its productivity and operations in the market or in
Canada. The marketing mix tells about the living standard of the people in Canada and
their likes and dislikes. The company should take into consideration all the relevant steps
that give focus on enhancing the goodwill in the market (Gin Choi, Kwon and Kim,
2013).
Implementation and control
The marketing plan gives focus on the expansion of the hotel Hilton. The decision was
taken establishing up a hotel in Canada was taken into consideration by analyzing the
demand. To implement this concept into reality the marketing team has taken into
consideration the plan in which objectives and goals are explained by the top level of
management. By considering opinion it is analyzed that the plan that is developed by the
organization is accurate but it cover a huge cost (Winer and Neslin, 2014).As the hotel
Hilton is famous in the hospitality industry so cost would not be a big deal for them. By
this the prices of stay, food will enhance due to the indirect cost that is incurred for setting
up the hotel (Martínez and Del Bosque, 2013). At last the prices are paid by the consumers
only. So to minimize the cost and burden of the consumer valid and effective cost should
be taken into consideration that promotes the business in the international market (Foxall,
2014).

Marketing Management
The main purpose of making plan is to give better start so that the organization can easily
achieve its goals and objectives in effective way. To Plan, implement and to develop the
plan is the first step that assist the organization to implement its operations in more
accurate way. The goals and objectives that are given by the top management can be
attained by the marketing plan as it consist all the characteristics and functions that create
an image in the market. Hospitality industry is considered as an industry that provides the
services to its customer and they charge price according to the quality of service that is
offered to the customers. The industry should try to enhance the level of satisfaction of the
customers so that the trust can be maintained among the consumers (Fraj, Matute and
Melero, 2015).
Also the Hilton hotel marketing plan consist the situational analysis in which the strength,
weakness, opportunities and threats are considered. Hotel Hilton has the opportunity by
setting up a new branch in Canada that will enhance the profitability of the organization.
The plan is executed and made that will consist of the requirements that are needed by the
organization management (Kim, Vogt and Knutson,2015).The techniques that are taken
into consideration for promoting the products and services in effective way can give
positive response to the organization. The print media and digital platform is taken into
consideration by the organization in which the advertisements are published about the
services that are offered in the new hotel in Canada. Digital media that is taken into
consideration by the organization will attract the customers by showing unique outline of
the organization that will enhance the profitability of the organization. If this media is
managed properly by the organization then it will help the organization to attain the goals
and objectives in effective and in efficient way (Keller and Kotler, 2016).
Conclusion
In this report, it is analyzed that the marketing plan is very important for creating and
enhancing the goodwill of the new services that are offered to the customers or for
establishing a new business in the international market. It is seen that market plan is made
for evaluating assumptions that are effective by taking into consideration some specific
features of the organization. Hotel Hilton evaluated and finalized that the new hotel should

Marketing Management
be established in Canada that give or offer various services like comfort, food and facility
of club. The marketing segmentation was also conducted by taking into consideration
behavioral, psychographic and other segmentation. Also in this report targeting and
positioning will be executed to analyze the need and interest of the customers in the hotel.
The main aim of the marketing plan is taken into consideration and in this it is included to
make effective and efficient marketing plan for hotel Hilton. If these techniques are
considered and implemented in Canada in effective manner then it is very easy for the
organization to achieve its goals and objectives in effective manner. It is very essential
that each and every part of the marketing plan should be implemented properly and in
accurate procedure so that the organization does not face any difficulty in future. It will be
easy for the hotel Hilton to establish and conduct its operation in Canada market if
marketing plan is considered and implemented in effective way. Marketing plan help the
organization to attain its target in effective form so that the organization can conduct its
operation smoothly by enhancing the level of satisfaction of the customers.

Marketing Management
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