HND Hospitality Marketing Essentials: Hilton Industry Report and Plan

This report provides a comprehensive analysis of the marketing strategies employed by Hilton Hotels, a prominent player in the hospitality industry. It begins with an introduction to the significance of marketing in the modern business era, emphasizing customer satisfaction. The report delves into the roles and responsibilities of the marketing function within Hilton, detailing its activities and location. It explores the interrelationship of the marketing function with other organizational departments, such as finance, research and development, operations, and human resources. Furthermore, the report examines the marketing mix of Hilton and compares it with its competitor, Hyatt. Finally, the report focuses on the marketing plan of Hilton, providing insights into its strategies and objectives. The report is structured into three tasks covering the roles and responsibilities of marketing, the interrelationship of marketing with other departments, the marketing mix, and the marketing plan of Hilton.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibility of marketing function of Hilton.................................................3
P2 Interrelationship of marketing function roles and responsibilities with other organization
department..............................................................................................................................7
TASK 2..........................................................................................................................................10
P3 Marketing mix of Hilton industry with its competitors...................................................10
TASK 3..........................................................................................................................................12
P4 Marketing Plan of Hilton industry ...............................................................................12
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
.......................................................................................................................................................18

INTRODUCTION
In the modern era, marketing plays a vital role for every organization in order to increase
the profitability ratio for the business concern. Each business concern has understood
importance of customer satisfaction so they are trying to innovate some creative approaches
towards the marketing section of business concern (Baker and Magnini, 2016). The company
should analyze the current trend of the marketplace and accordingly should produce and render
the goods and services so as to increase the level of the customer satisfaction. So in order to
examine the significance of the market, Hilton hotel has been chosen in this assignment. It is an
American multi-national hospitality industry which direct and charter broad range of hotels and
resorts. It was founded by Conrad Hilton in 1990. In this present assignment roles and
responsibilities of marketing function and their inter-relationship with other department are
explained in addition to this the file focuses in importance of marketing mix for Hilton Company
and its comparison with its competitor is being explained in this file. Lastly the file focuses on
basic marketing plan of Hilton Company.
TASK 1
P1 Roles and responsibility of marketing function of Hilton
Hospitality Organization
Hospitality industry is the broader term of service industry which mainly includes theme
parks, transportation, event planning, traveling and lodging. In addition to this many other fields
are there within the tourism industry. This type of industry is a multi billion industry which
specifically depends on the availability of spare time and non-refundable income. Moreover
Hospitality organization is termed to be one of the top industries which generate much of
revenue throughout the world. Furthermore, it mainly includes those business concern which
render food, drinks and accommodations to the visitors and customers especially to the people
who are away from the home. It mainly consists of four service sector lodging, recreation, travel
and tourism and food and beverages industry who meet the need of the individual with kindness.
One of the best examples of Hospitality industry is Hilton Industry which is one of the
multinational hospitality industries (Desai, 2013).

Activity and location of Hilton industry
Hilton industry is termed to be the best and top most hospitality organization and its main
activity which it performs is to deals in managing the brand portfolio of resorts and lodges so as
to render better customer satisfaction and to increase revenue for the organization. It was
founded by Conrad Hilton in 1919 with it’s headquarter in United States.
Marketing function
It is termed as a role which help an organization to sort and supply potentially unbeaten
products for the market place. In addition to this main role of marketing function is to promote
goods and services by differentiating them from the competitor’s products and services.
Typically different types of marketing function include producing market plan, market research,
product development, promotion, distribution, to build public relation and to satisfy customer
needs and preferences (Florence and et. al., 2014).
Roles and responsibilities of marketing
function
How it is executed in Hilton industry
To conduct proper market research Marketing function of Hilton industry plays
an important role in the overall development
of an organization. Marketing function can
increase the company profitability ratio by
doing proper marketing research. A with the
help of marketing research an organization
can differentiate about different types of
advertises opening. In addition to this proper
market research also help in gaining superior
understanding about the customer needs and
demands. Moreover the company can do this
by analyzing the industry reports, by
advertising information on different sites or
by reaching o each customer and prospects so

as to get the overview about their
requirements and preferences. So the manager
of Hilton industry conduct a proper research
in order to identify client’s demands and the
type of goods and services they needed. Thus,
it will help in enhancing the company’s
profitability ration in future.
To form strategies and policies The higher authority from marketing function
has the responsibility of planning promotion
methods in line with existing company’s
norms. In order to expand the market share in
the specific market area, marketing function
of Hilton company set out criteria about sales
technique that will have to influence and
attract large number of customer towards
their products and services (Dixit, 2016).
Thus, accordingly marketing functions
prepare proper strategy so that it can be
helpful in accomplishing the target goal.
To do product development In order to enhance existing goods and to
grow new items the advertising work place
walks with internal and outer item
development group. In addition to its
marketing function open door for the business
concerned by investigating offers of the
existing items and by distinguishing holes in
the items. Furthermore for the product
improvement process advertising department
of marketing function sets cost and finally

dispatches them to the final customer. So,
manager of Hilton industry performs various
activities in order to develop product like
attractive packaging, by labeling new designs
etc. Thus such activities will help the product
to look branded in the market. So, that it can
easily attract large number of customer in
order to increase the competitive advantage in
the marketplace and to increase the
profitability ratio in the company.
Customer sale support service Advertisement gives additional promotion to
the company and more is explained in just a
limited time and space. Company can
enhance and expand its marketing area by
running advertisements that incorporate in the
development of overall growth of an
administration. So, in addition to this Hilton
company’s advertisement also incorporate a
byproduct i.e. the feedback from the
customers. Moreover marketing function of
Hilton company promotes their product or
services in large marketing area by organizing
events such as promotional exhibition,
workshop and by rendering customer sale
support services. Thus it will be helpful in
attracting new customers as well as to retain
old customers.

Overall it could be concluded that manager of the Hilton company perform all the above
roles and responsibility in an effective and efficient manner so as to generate large amount of
profitability ratio through proper execution of events (Kastenholz, Carneiro and Marques, 2012).
P2 Interrelationship of marketing function roles and responsibilities with other organization
department
Marketing functions plays the vital role in promoting and accomplishing organizational
vision and mission. So in order to achieve the vision and mission of Hilton Company marketing
function perform certain roles and responsibilities which are explained below:
Roles of marketing function Responsibility of marketing
function
Relationship of roles and
responsibility of marketing
function with micro and
macro environmental
factors
To work with top
management
Responsibility towards
employees
To work with top
management is the major role
of marketing function, and
major responsibility is toward
employees in order to provide
employees with flexible
working environment and this
cannot be achieved if the
Hilton company does make
proper analysis about the
external factors like changes
in political, technological and
social factors which are
taking place due to the
advancement in the modern
era. Thus, it can be said there
is a link between roles and
responsibilities of marketing

function with the internal and
external environmental
factors.
To study political and
economic environment
Responsibility towards
customers (Matikiti, Afolabi,
and Smith, 2012)
To study and analysis the
political and economic factors
is the next important role
which the marketing function
of Hilton company plays.
Whereas, major responsibility
of marketing function is
towards customers.
Marketing department cannot
perform its responsibility and
roles without making analysis
regarding changes taking
place in the social culture
environment like religions
norms taste and preferences
of the society. So it can be
said that there is the clear
interrelationship of roles and
responsibility of marketing
function with internal and
external environmental
factors.
To evaluate about the
customer’s needs and
preference
Responsibility to achieve
target goals on specified
time.
To evaluate and identify the
needs and preferences of
customers is the crucial role
of marketing function of
Hilton company. Whereas
major responsibility of

marketing function is to
achieve and to accomplish
target goal on specified time
period and this cannot be
achieve if the company
doesn’t would itself and
changes its technology as per
the changes taking place in
advancement of technology.
So it can be said that
technological factor which is
the external macro factors is
related with the responsibility
and roles of marketing
function of Hilton Industry.
Interrelationship of marketing with other functional unit of Hilton Company
Marketing department with Finance: Finance department plays an important role in the
overall development of marketing department. In order to market and to advertise products
through different types of medium there will be the requirement of funds which can be
accumulated through finance department. Thus it can be said that marketing function of Hilton
industry alone cannot accomplish the organizational aims and objectives without the help of
finance department.
Marketing with research and development department: In order to increase sales
revenue it is the prime objective of marketing function of Hilton Company to analysis and to
identify the changes that are taking place in the needs and preferences of the customers. So such
analysis marketing function alone cannot pursue it without the help of research and development
department. Thus the proper coordination and communication of marketing and research&
development department is must in order to achieve the common goal of an organization.
Marketing with operation department: As the marketing function is linked with research
and development department as this department helps in making a research about the analysis of
clients needs and demands that keeps on changing from time to time. Further such information

collected through research is being communicated to the marketing department by research and
development department and further research and development department communicate the
message to the operation department. As it’s the operation department of Hilton industry who
produces products and render services as per the customers wants and desires. So there should be
proper communication between the research & development department, operation and
marketing function department (Okumus and Cetin, 2018).
Marketing with human resource department: Marketing function of Hilton Company
are closely related with human resource management department as they are one who will render
and select proper aptitude and workforce level for the marketing function of Hilton industry. It
she prime responsibility of HR department to select the best candidate for the marketing function
department who has ha ability to influence customers and who can earn more of revenue for the
company (Pappas, 2015).
Thus, overall it can be concluded that marketing function plays an important and crucial
role in the achievement of aims and objectives of a Hilton company. So marketing function
should properly coordinate and communicate with each different department of the business
concern so that they can accomplish organizational goal easily and effectively.
TASK 2
P3 Marketing mix of Hilton industry with its competitors
The marketing mix of Hilton Hotel with Hyatt Hotel are as follows:
Element Hilton Hotel Hyatt Hotel
Product It provides products such as
hotels, resorts, restaurants,
bars. It assist for rental
bedroom with 150000 room
and supplementary services
such as amenities for business
meeting market, laundry,
fitness centre, food and
beverage, pool, pets,
wheelchair accessible, high
It provides luxurious services
and product such as bars,
restaurants, spacious rooms. It
also provides services such as
Wi-Fi, suitable transport
choice , food beverage options.
It provide lodging options
which can be parking, select
service, extended stay.

speed net, hair dryer, coffer
maker in room, large work
desk, cable TV room, maid
service and newspaper
delivery (Perera and Perera,
2018).
Price It focuses on exclusive price
segment as it has exclusive
segment of society. The price
varies with valued added
services such as parking, food,
Wi-Fi.
It mainly focus on customer's
wants and desires. It has
adopted premium pricing for
both high profit business and
upper class section. Hyatt
earns high profits which offers
discounts, vouchers for meal,
lucrative deal and
complimentary suites.
Place It has 496 hotels in 61
countries. The online
reservation and by phone call
is available.
It has expanded market in
international market. It has 679
properties which is spread over
54 countries. It has hotels or
resorts at Beijing, Hong Kong,
Seol, San Francisco.
Promotion It has focused on customer
satisfaction and exclusive
services.
It has built positive feedback
from customer and has brand
value. It has already created
good image in market which
does not require promotion
activity. It was ranked as 47th
position in 2016 as best hotel
by fortune magazine of US

company.
Physical Evidence It has presence across globe.
Hilton has tied up with many
other hotels. The main goal is
to convert customer demand
into hospitality services.
Hyatt hotel and resorts are
physcial evidence which
includes gym, rooms, banquets
halls. There is proper
management of reception, sofa
desk. The visitor has great
experience at Hyatt hotel.
People The people includes front desk
receptionist, waiter, waitress of
restaurant, maid, bar tender,
valet, people in charge of
phone reservation and other
employees.
The people are waiter,
security, receptionist, room
and other service staff. The
customer are: skilled person,
personal agent, technological
person, professional and travel
agent. It also provide training
sessions, workshops, seminars
to new and existing employees
for improving them.
Process It has best management hotel
chain in world. The flow of
processes and service to
customer is consistent. Due to
reliable processes it has
minimize operating cost. The
distribution system, booking
through portal and service
flows maximize revenues
which leads positioning in
market.
It follow process for check in,
food, wake up, check out and
bell person carrying luggage to
room. The customer can book
room from application and
website.