Marketing Analysis of Hilton Hotel: Roles, Marketing Mix, and Plans

This report provides a comprehensive analysis of Hilton Hotel's marketing strategies, delving into the roles and responsibilities of its marketing function, including current and future marketing trends such as social media marketing, advertising campaigns, content marketing and AI. The report examines the marketing mix of Hilton and Marriott, comparing their product, price, place, and promotion strategies. Additionally, it explores the development of Hilton's marketing plan, emphasizing situational analysis, research plans, and the importance of adapting to market changes. The report also highlights the interconnections between the marketing department and other departments like finance, HR, R&D, and production, emphasizing the importance of a customer-centric approach and effective coordination for achieving organizational goals.

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ESSENTIALS
Table of Contents

INTRODUCTION...........................................................................................................................1
P1 Roles and Responsibilities of marketing function.................................................................1
P2 Roles and Responsibilities of marketing................................................................................4
TASK 2 ...........................................................................................................................................6
P3 Marketing Mix of Hilton and Marriott...................................................................................6
TASK 3............................................................................................................................................7
P4 Development of Hilton Marketing Plan.................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined as a process in which creation, delivery, communication and
exchange of goods and services are done in order to offer satisfaction to customers at large scale.
It is a wide concept within which there are different types of factors are included such as,
property, goods, information, people, organisation and ideas (Akbar and et. al., 2017). This
process is conducted by an organisation on daily basis with a main motive which is to create
value for society, clients, company and partner at large. In this present report, formative
discussions has been made on Hilton Hotel. Company was established in the year 1919 by
Conrad Hilton and have its headquarters in McLean. Further in this project formative discussions
have been made on roles as well responsibilities of marketing functions within Hilton. In
addition with this, marketing mix concept is also being discussed in this report. Lastly, report
discuss evaluation of marketing plan with the help of which organisation can effectively able to
perform their operations.
P1 Roles and Responsibilities of marketing function
Marketing is a continuous process within which there is a connection among customers
and products as well as services of an organisation. Within this activities related to promotion,
communications, branding, pricing is included with the help of which accomplishment of goals
and objectives can be done in best effective manner while satisfying customer needs. There are
different types of concepts related to marketing is being defined:
Production Concept:
Production is being termed as an initial stage that mainly occurs after the inception of
marketing. According to, customers basically prefer those products and services that have easy
availability and are affordable. Thus, it becomes essential for company to take advantage of
different types of marketing strategies as to effectively fulfil high production efficiency within
low budget.
Product Concept:
This process is a crucial concept which fully depends on product. As per according to this
concept it has been determined that customers have preferences towards those products and
services that posses high quality as well as feature along with easy to use. Thus, organisation is
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required to consider use of formative strategies related to continuous development with this
production process as to gain more advancements.
Selling Concept:
Selling concept determines that customers only make purchase of products and services
when they are attracted towards it (Duffett, 2017). Thus, company is effectively required to focus
on their selling efforts in order to attract customers towards products and services in best
effective manner. This will not only aid organisation to ensure increase in their selling base but
also benefits them towards gaining more competitive advancements.
Marketing Concept:
Marketing concepts determines that, organisation is required to largely focus on their
marketing process in order to attract customers towards organisation products and services in
best effective manner. With the help of this, company can effectively able to fulfil expectations
of customer's as per according to their needs and preferences. This in turn lead company towards
increase in profitability.
Societal Marketing Concept:
Societal marketing concept denoted a notion which is related to a fact that it is essential
for an organisation to offer benefits to society and further offer them welfare. In order to
accomplish this organisation is required to take advantage of human welfare as to develop
products and services.
Marketing a traditional concept acts as an key essential element for an organisation
growth. Therefore, there are some various current and future trend in marketing which is
required to be follow by an organisation as to accomplish their goals and objectives. Mentioned
below there are some basic trends of marketing:
Current Trends
In modern scenario, organisations take advantage of different types of marketing ways as
to gain large base of profitability along with satisfying customers at best. Mentioned below there
are some trend of ,marketing defined:
Social Media Marketing:
Today's modern world is changing in digital way as there are lot of technological changes
takes place on regular basis. Technology aid each and every individual in its own way. This also
aid customers to get aware of products and services and evaluate information and then decide
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whether to buy that or not. Thus, organisations is required to offer required information related
to products and services via websites, Twitter, Facebook and YouTube. This will aid them to
attract customers from different locations.
Advertising Campaigns:
There are different types of campaigns that can be undertaken by organisation in order to
demonstrate products and services. In addition with this, it has been determined that organisation
can provide product specifications via internet platform, televisions and radio. This will aid them
to attract large base of customer attraction.
Future Trends:
Content Marketing:
It is one of the most important factor of future trend of marketing in which organisations
use different types of technological measures and machines as to gain formative knowledge in
order to advertise their different range of products and services in marketplace.
Artificial Intelligence:
Artificial intelligence aid organisation in a revolutionizing way as with the help of this
they can effectively determined customer behaviours touchpoints in relation with products and
services. This in turn help them to develop creative work, conduct campaign bidding and replace
their manual targeting with available data.
There are different form of marketing process which is required to be adopted by Hilton:
 Company is required to undertake situational analysis as to make an increase profitability
and further determine more growth opportunities.
 Hilton is required to frame research plan in order to identify consumer perceptions and
current trends.
 Organisation is required to take advantage of different type of marketing strategies as to
accomplish company marketing objectives.
 At and process, organisation must undertake thorough review of every step that has been
taken as to make modifications on same time.
Effectiveness and Ineffectiveness of key elements of marketing functions
Marketing effectiveness measure accomplishment of organisation goals and objectives.
With the formative effectiveness in marketing function company can measure more ROI and
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other developing opportunities. While ineffectiveness lead organisation towards losing of
consumers over lack of interest as well as lower prices competitors.
P2 Roles and Responsibilities of marketing
Hilton operate their services as an multinational organisation which having numerous set
of departments within their structure. It has been determined that organisation marketing
manager engage in the process of formulate different types of strategies on continuous manner.
As to maintain prominent growth. There are numerous set of roles as well as responsibilities of
marketing defined below:
Co-ordination of Marketing Campaigns:
Hilton marketing manager effectively operate the process of controlling and coordinating
marketing campaigns of company. In addition with this, in order to increase effectiveness of
organisational operations managers are required to coordinate efforts of each and every
departments. This will effectively help them to accomplish organisational mission and objectives
in best effective manner.
Integration with Employees:
Hilton consider their employees as most important element as they are those individuals
who contribute their skill, talent, hard work and enthusiasm in order to fulfil organisation
objectives. Thus, it is the core responsibility of company to increase their competencies by
fulfilling their personal needs in best effective manner.
Effective CRM:
Most important role that has been undertaken by Hilton manager is to effectively develop new
customer base. In addition with this, managers holds the responsibility to identify numerous set
of opportunities as to make expansion in their growth rate. In addition with this, it is essential for
organisation to develop consumer oriented goods as well as services and maintain positive form
of relationship with them.
Market Research:
In order to satisfy customers as per according to their needs and demands and further gain
more competitive advantages as compared to their competitors. For this Hilton marketing
manager is required to conduct formative market research as to find more developing
opportunities. With the help of this organisation can offer more competent products with superior
quality.
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Risk Taking:
Risk is one of the most crucial factor that play key essential role (Scarborough, N.M.,
2016). In addition with this, it has been determined that in order to gain more profitability Hilton
marketing manager is required to undertake risk as to overcome challenges in best effective
manner.
Marketing department play most important role within Hilton as they directly connect
with customers and attracts them towards products as well as services offered by organisation.
Thus it is essential for manager to ensure that there is formative interconnections prevails within
each and every department. There are interconnections defined below among different marketing
department of Hilton:
Finance Department and Marketing:
Finance and marketing department of Hilton play crucial role as to effectively fulfil
organisational objectives. Further it has been analysed that there is formative form of
interrelationships prevails among these unit. As marketing department require large base of
funds in order to conduct marketing activities. This requirement is fulfilled by finance
department in best effective manner. While marketing function acquire profitable customers for
organisation that automatically infuse direct cash flow that in turn benefits company finance
department with profitable fund reserves.
HR Department and Marketing:
Employees are lifeblood of any organisation. Thus, recruitment of highly skilled and
talented employees responsibility is being done by HR department in order to effectively fulfil
organisational objectives. In this process marketing department aid HR department by publishing
advertisements on different platforms. While HR department fulfil marketing department
requirements by providing them talented and skilled workforce.
R&D and Marketing:
Consumer taste and preferences and market trends keeps on changing in continuous
manner. This is required to be effectively analysed by Hilton research and development
department. It has been analysed that R&D department of organisation provide adequate
information and data to marketing team with the help of which they can effectively able to
perform their operations. While marketing aid R&D department by providing them increased
market share.
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Production and Marketing department:
It has been analysed that marketing department of Hilton conduct their operations in a
coordinating and effective way. With the help of this they can effectively able to fulfil
organisational goals and objectives in best effective manner. Marketing department provide
information to production department relating to exact volume of order (Dioko, 2016). While
production department help marketing unit by offering them best products with the help of this
they can fulfil their marketing targets in best effective manner while ensuring high profitability.
Marketing department of Hilton effectively fulfil organisational objectives while ensuring
that customers get satisfied as per according to their need and demand. In addition with this, it
has been determined that it is essential for marketing unit of company to take advantage of
numerous set of strategies while having consumer centric approach. This will effectively aid
them to fulfil customer demand as per according to their preferences. As per the above
discussion it has been identified that interrelationship aid organisation to fulfil organisational
objectives in a coordinating manner and further accomplish targets in timely and qualitative
manner.
TASK 2
P3 Marketing Mix of Hilton and Marriott
PRODUCT :- Hilton offer best effective services to customers world wide. In addition
with this, it has been determined that pick up and drop services have been launched by Hilton.
While Marriott engages in serving customers by offering them 24 hours room cleaning services
of no cost.
PRICE :- Hilton undertake pricing strategy that mainly depend on regulatory influence,
competitive offerings and consumer demands. While Marriott take advantage of price
discrimination as their pricing strategy as in this they firstly identify different markets and set
price after that.
PLACE :- Hilton portfolio include 5,757 properties with having 923,110 rooms in more
than 113 countries all around the world. Whereas, Marriott operate their services in 131 countries
with 756,156 rooms.
PROMOTIONS:- It has been identified that Hilton take advantages of 360 branding as
well as marketing. Company engages in website advertisements, word-of mouth, sport
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sponsorships and more. While Marriott engages in aggressive promotion within which they
capture all media forms in order to cover wide market area.
PEOPLE :- Hilton mainly focused towards framing effective relationship with employees
and further develop healthy relationship with individuals those who work in organisation. In
addition with this company offer numerous set of schemes such as flexibility discount schemes.
While Marriott directly relates with consumers as they acts as an key essential stakeholders of
company.
PROCESS:- Products and services that has been provided to customers by Hilton is
effective and friendly for customers. In this they allow customers to acquire different services via
online mode. While Marriott provide personalised as well as customised services . In addition
with this, services that has been offered by hotel is fully automated.
PHYSICAL EVIDENCE:- There are numerous set of facilities that has been offered by
Hilton in order to effectively serve their customers. Hotel provide online as well as offline
portals as per according to the convenience of their consumers. On the other hand, Marriott
recently launched mobile application services that can allow customers to book their
accommodation via app.
TASK 3
P4 Development of Hilton Marketing Plan
Covered in PPT
CONCLUSION
As per the above mentioned report, it has been concluded that marketing acts as an key
essential role within an organisation as with the help of this they can effectively able to fulfil
organisational objectives in best effective way. Further it is the basic responsibility of marketing
manager to company to effectively undertake roles and responsibilities as to execute every
essential role and process in formative way. Along with this marketing manager is required to
frame strategies as to develop marketing plan and further develop products and services as per
according to the need of customers and satisfy them with best.
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REFERENCES
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