Hotel Hilton's Marketing Strategies and Plan for Singapore Expansion

This report presents a comprehensive marketing plan for Hotel Hilton's expansion into Singapore. It begins with an executive summary outlining the organization's goals, which include increasing its global presence and attracting tourists to Singapore. The introduction provides context on Hilton's brand image and its commitment to customer satisfaction. The report then delves into the current market situation and trends in Singapore, highlighting its favorable position as a tourist destination and the competitive landscape of the hotel industry. Key issues are identified, including competition, investment challenges, and the need for unique marketing strategies. A SWOT analysis is conducted to evaluate Hilton's strengths, weaknesses, opportunities, and threats in the Singapore market. The target market is defined, focusing on international and domestic tourists, as well as corporate and convention clients. The report outlines marketing objectives and strategies, including market research, competitive analysis, and financial resource management. Action plans are detailed, along with projected profit and loss statements, controls, and contingency plans. The report concludes with a summary of the key findings and recommendations for successful expansion.

Running Head: Marketing Strategies and Plan
Hotel hilton
Marketing Strategies and Plan

Marketing Strategies and Plan 1
Executive Summary
Marketing strategies and plan are the techniques used for promoting the products and the
services of an organization. Under this plan, various methods are involved through which
organization could promote its products in the domestic as well as international market and
spreading awareness amongst the public. As per the scenario provided under this case study,
Hotel Hilton is planning to expand its business and the marketing manager of the Hotel Hilton
has suggested some places. Amongst them, Singapore has been chosen as the priority as this is
tourist place, hence; chances of growth and expansion are much high in comparison to other
countries. It was first opened in Cisco, Texas in 1919 and today they have reached the mark of
570+ hotels across the globe. Along with this number of hotels, they have made their presence in
85 countries of the globe. Hotel Hilton has developed its brand image in the world through
providing world class services and the facilities to its guests. The major technique they use for
updating their services is customer feedback. Their customer relationship management has
adopted the unique methodologies to improve the functionalities of the organization. Being a part
of the service organization, they are popular for providing the adequate class of services. Along
with the huge number of hotels present in the world, they have planned to expand their business
in the tourist favorable place i.e. Singapore. In Singapore, they have planned to open a hotel and
resort under which all types of services and the facilities will be provided to its guests. Along
with the stay in the hotel, food and beverage facility, other value added services such as spa,
beauty shops, sports area, etc. are additionally included in the features of the organization in
order to attract more number of tourists.

Marketing Strategies and Plan 2
Table of Contents
Introduction......................................................................................................................................3
Current Situations and trends...........................................................................................................4
Key Issues........................................................................................................................................5
Target Market..................................................................................................................................7
Marketing Objectives.......................................................................................................................8
Marketing Strategies........................................................................................................................9
Action Plans...................................................................................................................................10
Projected Profit and Loss Statement..............................................................................................11
Controls..........................................................................................................................................12
Contingency plan...........................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Marketing Strategies and Plan 3
Introduction
In the limelight of the hospitality industry, Hotel Hilton has developed its distinctive image
across the globe. For most of the users, it is the first priority to have a stay at this hotel. Despite
being the part of the hospitality industry, they have included various attractive features in their
workplace which are the biggest reason for the customer attraction. The organization is planning
to set up another outlet in Singapore and for the same, management and the directors of the
organization has asked their marketing team to plan a unique and attractive marketing plan in
order to attain the organizational goal of expansion as well as to attain the customer’s positive
response for the hotel. Under this report, key issues which will be faced by the organization
while setting up the hotel business in the Singapore will be discussed. Along with the key issues
and challenges, marketing objectives, situational analysis, and the action plan will be discussed
to manage their place in the Singaporean hospitality industry. Competitive analysis, current
market situation, etc. will be covered with the help of various techniques will be covered under
this report. Along with this analysis, market research will be conducted in order to gain the
demand of their hotel in the new place in order to meet the organizational expectation of
expansion in the market.

Marketing Strategies and Plan 4
Current Situations and trends
This section of the marketing plan will be performed by analyzing the current market situations
and the trends of the Singaporean market. The most attractive thing about Singapore is its
location. It is an island country in the Southeast Asia. The economy of the Singapore is rising at
the good speed and in other terms, Singapore's economy rose as the Asian Tiger economy. It is
known as one of the most favorable locations across the globe from the perceptive of tourists.
Singapore’s economy is rising with high speed with the help of tourism industry. As per the
World Travel and Tourism Council, contribution to the Singapore’s economy from direct and
indirect tourism was 4.8% and 10%. Amongst the various destinations across the globe,
Singapore stands at the peak position in terms of favorable destinations (Aaker, 2010).
These are some of the features through which Hotel Hilton has planned to expand its business in
the Singapore. The hotel’s infrastructure and the facilities provided inside the hotel premises will
be planned and implemented as per the tourists’ demand. Due to more number of hotels present
in the Singapore, it is bit competitive business environment but it is full of opportunities to
(Brandt, Cazzaniga & Hann, 2011).
In order to attain the objective of expansion and achievement of growth in the Singapore market,
the adaptation of unique and advanced strategies for promotion of the hotel is quite crucial.
Market research, competitive analysis, managing financial resources, etc. will be included in the
marketing plan for Hotel Hilton. These are some of the techniques through which organization
will be able to promote its outlet in the new country effectively.

Marketing Strategies and Plan 5
Apart from these factors, Hotel Hilton needs to analyze the environmental factors such as micro
and macro environmental factors. This helps the organization to evaluate its technique’s’
capabilities in order to enhance the effectiveness and the efficiency of the organization
(Cornelissen & Cornelissen, 2017).

Marketing Strategies and Plan 6
Key Issues
As per the market research results, marketing manager of the organization moved further for
evaluating the opportunities present in the Singapore hospitality industry. This is the crucial
component of the marketing plan and for determination of opportunities is crucial in terms of
calculating the success factors present there for Hotel Hilton. The marketing plan has numerous
objectives and these are set up in order to attain the goals and the targets created in terms of
expanding the business. Apart from the opportunities available in the Singapore market, there are
other factors such as competition in the hotel industry, a demand of luxurious hotels along with
the great services, etc. To achieve the effective results, evaluation of the key issues present in the
hotel industry has achieved the great weight. Investment in the hotel industry is also a big
challenge and especially in the Singapore market where an economy is rising at huge rates and
which is known as the Tiger economy. The organization has adopted the SWOT analysis in
terms of evaluating the opportunities, strengths, weakness, and the threats for Hotel Hilton in
Singapore market (Bowie, et. al., 2016).
Strengths
 Huge market share is covered by Hotel
Hilton across the globe. More than 570
hotels and resorts are providing
adequate and luxurious services to
domestic as well as to the international
customers.
 They are providing serving the public
Weaknesses
 Despite being presented in various parts
of the globe, their concentration is
focused in US market only. Every
advanced technique adopted by them is
tested in the US first before
implementing those in the other

Marketing Strategies and Plan 7
of more than 85 countries and planning
to increase this figure through entering
into Singaporean market (Czepiel &
Kerin, 2012).
 Large network across the globe will
help them to set up their business in the
new market as they have the knowledge
in relevance to international market
entry and to develop the separate image
in the competitive market.
 Another big achievement which is the
strength also i.e. more than 169,000
employees works under Hotel Hilton
brand name.
 Being in all parts of the world has
helped them to gain adequate
experience in the hospitality industry.
This is the biggest strength for Hotel
Hilton in terms of expanding their
business in Singapore.
 Along with the stay facility at their
outlets, they have arranged a numerous
number of other attractive services such
markets.
 Hotel Hilton is the brand in the
hospitality industry and they have huge
market share in almost every country in
which they are situated. Rather than the
huge profits, they carry a huge burden
of debts over their brand name.
 Regardless of huge profits and market
shares, they do not carry an adequate
value in the global share market.
 With the effect of the large network,
implementation of policies, rules, and
regulations requires huge time as the
managerial control policies are not
enough to control all the activities
across the globe (Draelos, 2015).

Marketing Strategies and Plan 8
as spa, salon, games, etc. at free of cost
or at cheapest price to its customers
(Dighton & White, 2017)
 Banquet halls and business conference
rooms are also their strengths as they
have the well-established infrastructure
and facilities in those areas.
Opportunities
 Apart from the 85 countries of the
globe, they have the opportunity to
cover entire globe along with Singapore
through setting up their attractive
outlets.
 Providing luxurious and unique
services to its guests and the customer
priority comes at the peak position for
Hotel Hilton. Through this policy, they
can establish their goodwill in every
part of the globe.
 Implementation of managerial control
policies along with the advanced
research and development methods are
required to manage such a large
Threats
 Expansion in various parts of the globe
requires key employees within the
organization who could manage all the
policies in accordance with the country.
 Every country has unique policies,
hence; better understanding of rules and
regulation is required to perform
adequately.
 Apart from the legal terms,
environmental factors also affect the
business.
 Dynamic policies of countries and the
terrorism factor is the major threat for
hospitality industry (Fischer, et. al.,

Marketing Strategies and Plan 9
network of hotels and resorts (Eccles,
Krzus & Watson, 2012).
 Hotel Hilton is known for providing
luxurious services and the high-quality
rooms to its customers. Due to this
policy, they can attract a little number
of customers or the customers who can
afford to have a stay with them. Despite
this policy, they could amend their
features which could attract the
medium class public too through
providing them reasonable packages
(Leonidou, et. al., 2016).
2011).
 Lack of managerial control could create
threatening situations for the
organization.

Marketing Strategies and Plan 10
Target Market
The target market is the technique which could be used for attracting a number of customers such
as a toy manufacturer will develop and implements the policies in relation to attracting the
children in comparison to another age group of people. In the situation of Hotel Hilton, the target
audience will be the international as well as domestic tourists, big companies who arrange annual
meetings, colleges who arrange convention programs, etc. These will be targeted through a
development of policies in relation to the promotional campaign. For every type of customer, a
promotional technique will be different such as for colleges, advertisement and the hoarding will
be different with the packages and the schemes for international and domestic tourists will be
different. Apart from these factors, Hotel Hilton's main consideration will be the high-income
group because they are addicted towards the luxury services and Hotel Hilton is known for
providing adequate services to its users.
There is a number of segmentation processes available in the market through which an
organization could concentrate on targeting their valuable audience. For targeting the audience,
the segmentation process is the first ladder and then positioning strategies are implemented
within the workplace of the organization in order to attract the valuable audience towards the
organization. Below are some of the segmentation processes:
 Demographic: Under this segmentation process, an audience is targeted as per their
income, age, sex, etc. For instance, alcohol manufacturer will target its audience on the
basis of age of the customers because consumption of alcoholic products is allowed after
a certain age and it differs country to country.

Marketing Strategies and Plan 11
 Geographic: This process involves the targeting of an audience through area wise i.e.
Hotel Hilton will target the tourists and the people who used to travel consistently. The
high income and high standardized people will be the most favorite people for Hotel
Hilton. ‘
 Psychographics: Under this step, the target audience is divided as per their living
standards, their social life and as per their practical life. Hotel Hilton will promote its
features and services through the tour operators as people used to visit other countries
through tour operators only.
 Behavioural: Under this process of segmentation, the organization mainly concentrates
on those audiences who prefer to consume the activities rendered by the organization.
For instance, a restaurant owner will provide unique offers and the special concentration
on those people who regularly visit their place (MacPherson, et. al., 2013).
As per the above analysis, it is observed that Hotel Hilton needs to adopt an adequate strategy for
targeting its audience on various bases (Greer & Ferguson, 2011).

Marketing Strategies and Plan 12
Marketing Objectives
Marketing objectives can be defined as the achievement of goals set up by the organizational
management in order to attain certain targets. Mainly these are set up in order to spread
awareness of new products, services and business launching in the new state or at international
level. Expenses incurred on the marketing techniques help the organization to attain those goals
which are developed with a view to increasing the profitability, to expand the business for
growth or for the increase in the sales. Ultimately all these objectives are linked to the motive of
achieving better and adequate growth in the market (Lunenburg & Ornstein, 2011). There are
two types of marketing objectives are available i.e. quantitative and qualitative. These are
basically classified on the basis of measurable basis i.e. quantitative objectives are measurable
whereas qualitative objectives are not. Below are the details of types of marketing objectives in
relation to the Hotel Hilton:
Quantitative marketing objectives
Increase in Sales: Objectives of the Hotel Hilton clarifies the expansion of the business in order
to maximise their profit. Hence, increase in the sales is necessary to achieve the higher profits
and for this purpose, they have decided to expand their hotel business Singapore market. Hotel
Hilton’s global sales were $19 billion in terms of revenues in 2015. Hence, after commencing the
operations in Singapore market, it is assumed that this figure will be hiked by a certain rate
(Gregor & Hevner, 2013).
Qualitative marketing objective

Marketing Strategies and Plan 13
Maintaining consumer relationship: Despite from the qualitative marketing objectives, these
are not measurable in figures. Maintaining customer relationship is another big factor in terms of
a service industry. Manufacturing industries do not interact with the consumers directly whereas
service providing services have the direct interaction with consumers. Hence, consumer
relationship plays the crucial role in terms of a service industry (Mohammed, Rashid, & Tahir,
2014). Hotel Hilton has kept the consumers at the peak position in order to achieve adequate
goals and objectives for the organization (Helms & Nixon, 2010).

Marketing Strategies and Plan 14
Marketing Strategies
Marketing strategy mainly consists the marketing mix technique under which organization
focuses on 4P's i.e. product, price, place, and promotion. These are the crucial factors of a
marketing plan and play the vital role in the promotion of a new product or promotion of a new
business at international or domestic level (Leung, Bai & Stahura, 2015).
 Product: The services provided by Hotel Hilton forms the products for them. Along with
the luxurious stay, various other value added services are offered to the consumers in
order to gain the adequate goodwill in the new market i.e. Singapore. In terms of
attracting the tourists and to expand the business, Hotel Hilton has added this feature in
their workplace in order to target the acceptable audience (Hermans & Hermans-
Konopka, 2010).
 Price: Under this step of marketing mix technique, a price of the services offered by the
Hotel Hilton in the new place should be set at the reasonable rate so that more consumers
could avail the services. To set the price of the services, Hotel Hilton may use the
competition-oriented, consumer-oriented or the cost-oriented pricing strategy. Under
cost-oriented, a price of the product and service offered by the Hotel Hilton is set up on
the basis of cost incurred to manufacture the particular service through adding a certain
rate of profit. Apart from cost-oriented, competition-oriented strategy involved the
analysis of price offered by competitors and the price is set in relevance to the
competitors in order to attain the organizational goals (Huang & Sarigöllü, 2014).
 Promotion: Hotel Hilton can use any promotional and advertisement technique as they
have the huge budget and financial resources to spread the awareness in relevance to their

Marketing Strategies and Plan 15
new hotel opening in the Singaporean market. Sponsorships, digital platforms as well as
the print medium of advertisement could be used to promote their hotel in the Singapore
hospitality industry.
 Place: Place of the business determines the medium through which consumer could be
able to gain the product or service. In terms of Hotel Hilton, consumers could book the
rooms; any other facility through online booking available on their website as well as
mobile application and it could also be done through the various tour operators (Johnston
& Bate, 2013).

Marketing Strategies and Plan 16
Action Plans
 Product:
 Satisfactory services to the consumers;
 Customer relationship manager is responsible for providing adequate services to its
consumers;
 At the time of check-in of guests;
 This is the centralized objective in order to provide satisfactory services hence; no
compromises need to be made (Armstrong, et. al., 2015).
 Price:
 A suitable pricing strategy needs to adopted;
 Directors and management;
 At the time of launching particular service in the market;
 The budget needs to be considered while setting the price as pricing started adopted
irrelevant to the budget could affect the business performance (Kim & Hyun, 2011).
 Promotion:
 Communication channels such as trending promotional and advertisement strategies need
to be adopted;
 Marketing manager;
 Before launching the product or service;
 The budget should be optimum so that promotional techniques could be executed
adequately (Klein, 2016).
 Place:

Marketing Strategies and Plan 17
 Centre of location will be the preferred location;
 Research and Development Department & Marketing manager;
 Before setting up the business;
 The budget needs to be considered in order to meet the organizational expectations
(Leihy & Salazar, 2011).

Marketing Strategies and Plan 18
Projected Profit and Loss Statement
Profit and Loss Statement for the year ended XXX
Particulars Amount
Net Sales
(Cost of goods sold)
Gross Margin
(Selling and administration expenses)
Net Operating Income
(Interest expenses)
Net Income
40,00,000
(2400,000)
1600,000
(400,000)
1200,000
(350,000)
850,000
(Note: All figures and data are assumed)

Marketing Strategies and Plan 19
Controls
Initial first 12 months of the organization after setting up the business in the Singaporean
hospitality industry, an organization needs to control its profit ratios in order to maintain the
price of the services constant. This will help the organization to build the trust amongst the
consumers for an organization. This also helps the organization to build its image in the
competitive environment of the hospitality industry.
Contingency plan
The initial period of the business may be full of threats and the opportunities for the organization
but it will also help the organization to learn from the issues and opportunities faced within the
12 months of business set up in new market conditions. This plan is also included in the
alternative plan strategy which could be used when the organization faces the negative situations.

Marketing Strategies and Plan 20
Conclusion
From the above marketing plan, it is observed that Hotel Hilton will be able to achieve adequate
growth and assumption in the global market. Despite being the presence in more than 85
countries, they have planned to set up their image in one more country i.e. Singapore.
Appropriate measures and techniques were used under the report in order to attain the goals
expected by the management of the organization. Marketing objectives, target market audience,
segmentation process and the marketing mix techniques are included under this marketing plan
which is made from the perception of Hotel Hilton. Additionally, the profit and loss statement
was also created to in order to determine the benefit from the new outlet opened in the
Singapore.

Marketing Strategies and Plan 21
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Marketing Strategies and Plan 22
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Marketing Strategies and Plan 24
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