Comprehensive Marketing Analysis and Plan for the Hilton Hotel Chain

This report provides a comprehensive analysis of the marketing strategies employed by Hilton Hotel. It begins with an introduction to marketing functions and their significance within an organization, using Hilton Hotel as a case study. The report examines the key roles and responsibilities of the marketing function, analyzing its interrelationships with other departments. It then delves into the marketing mix, comparing Hilton Hotel's strategies with those of its competitor, Hyatt Hotel, to evaluate different tactics used to meet organizational objectives. Furthermore, the report presents a detailed marketing plan for Hilton Hotel, incorporating elements such as company overview, vision and mission, objectives, STP approach, and SWOT analysis. The plan includes SMART objectives, KPI metrics, and a discussion of target audience identification, providing a strategic roadmap for the company's marketing efforts.

Essentials

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1 ( PPT)................................................................................................................................2
P1. Key roles and responsibilities of marketing function............................................................2
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................4
P2. Interrelationship of marketing unit with different department of organisations...................4
M2 Analyse the significance of Interrelationships between marketing and other functional
units of an organisation................................................................................................................5
D1. Critically analysis of key elements of marketing function and interrelationship between
departments of organisation.........................................................................................................6
TASK 2............................................................................................................................................6
P3. Marketing mix with comparison of different organizations..................................................6
M3. Evaluation of different tactics that applied by firm to meet organizational objectives........8
TASK 3............................................................................................................................................9
P4. Marketing plan of Hilton.......................................................................................................9
M4 Produce a detailed coherent evidence-based marketing plan for an organization..............12
D2 Design a strategic marketing plan applies the use of the 7Ps to achieve overall marketing
objectives...................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
Books and Journal......................................................................................................................15

INTRODUCTION
Marketing refers to the process of making aware to the potential customers about the products
and services offered by an organization (Antunes, Lopes, and Sousa, 2020). There are several
functions which are involved in marketing activity such as identifying the needs of customers
making strategies in order to attract them promoting goods and services and many more. This
process helps an organization to target a potential market so that they can get more and more
buyers for their goods and services. Every organization has their goals and objectives to be
achieved in a particular time period and the activities of marketing helps the organization to
achieve those targets in predetermined time period. This marketing function includes several
functions like research selling promotion distribution and many more. Hilton Hotel is an
American multinational organization having their headquarters in Virginia, United States. Hilton
Hotel is an hospitality company which manages and give franchises a wide portfolio of hotels
and resorts to their customers all over the world. This report is going to considered Hilton hotel
to understand the marketing functions and their roles and responsibilities in an organization. The
functions of marketing are interrelated with the other functions of an organization which is also
contain in this report. The elements of marketing mix helps an organization to achieve their
business objectives and this report contain the marketing mix of Hilton Hotel with a proper
development and evaluation of a basic marketing plan for the company.
TASK 1 ( PPT)
TASK 2
P3. Marketing mix with comparison of different organizations
Marketing mix helps to provide various important elements of marketing in order to
promote the products of an organization in target market. Hilton hotel is a global organization
having there hotels worldwide full stop in order to became a successful organization the
company requires proper strategies for marketing to grow their brand image among the
customers. Marketing mix is a part of marketing strategy which includes several tactics used by
an organization to promote brand value in the market. The marketing mix provide 4 P's as
elements of marketing function which helps an organization to make effective strategies in order
to achieve their objectives and goals (Jena, 2020). Comparison of marketing mix of two

competitors of the market will help an organization to draw effective strategies for them. In order
to provide effective marketing strategies for Hilton hotel their marketing mix as compared to
Hyatt hotel is given below:
Component
s
Hilton Hotel Hyatt Hotel
Product Product refers to the thing which an
organisation offers to their customers
and the marketplace so that they can
satisfy them. Hilton hotel provides
services to their customers regarding
to hospitality industry in which they
provide several services related to
hotel and resorts to their organisation.
Hilton is a large organisation having
their hotel all over the world and
include almost all countries which
shows the satisfaction of their
consumers from the services they offer
and their effectiveness in the market.
In case of Hyatt hotel the company is
also involved in hotel business and
provides services to their customers all
over the world Hyatt is a great
competitor of Hilton and have great
market share but it is less than Hilton
hotel. The Hyatt hotel is also famous
among their consumers and offers
several services to them but Hilton is
known for their world class services
among their consumers and considered
as best then Hyatt.
Price The prices in hotel industry varies The prices of Hyatt hotel are relatively

according to the services provided by
the organisation to their customers.
Hilton provides their services at
affordable prices to their customers so
that the potential customers of the
hotel can take advantage of their
services. The customers of Hilton
hotel are generally satisfied with their
prices according to the high quality
services provided by them
(Muralidharan, and Raval, 2020).
higher than the competitors in the
market which became a great reason for
the company to have less sales.
Although married is known for its lavish
livelihood but their prices disappoint
their customers as compared to Hilton
hotel.
Place Hilton hotel operates their business at
worldwide level which provide them
an opportunity to serve their services
in 6478 locations. The distribution
channel of Hilton hotel can be
ascertained with this number as it is a
large number to generate high sales
and revenues all over the world.
Hyatt hotel have their operations
worldwide in 1050 locations which is a
big number to be considered for
generating sales and revenues. This
number shows that the hotel has lasts
distribution channel all over the world.
Promotion Hilton hotel create a brand value
among their customers and have their
large banners on roads to promote
their production. The hotel also use
social media for their promotion.
Hyatt hotel also use several promotional
activities such as billboards TV
commercials social media newspapers to
promote their services among their
customers.
M3. Evaluation of different tactics that applied by firm to meet organizational objectives
In order to achieve organizational objective there are several techniques which are applied by the
form in their marketing method such as marketing mix which includes four piece that are
promotion place product and price. This marketing mix of Hilton hotel is compared with
marketing mix of Hyatt hotel in order to understand the marketing strategies of the organization.

This tactic used by an organization for their marketing strategies help them to provide best
quality services to their customers in order to influence more skills and values for them. More
skills and values in the organization will increase their profitability and help them to achieve
organizational objectives (Ofosu-Boateng, and Agyei, 2020).
TASK 3
P4. Marketing plan of Hilton
A market plan book as a road map to define strategies mission and objective of a
company. It is an essential part of organization to analyze marketing requirements and internal
capabilities to fulfil all those requirements. The organization usually comes with different
varieties of product which require advertising, promotion and brand awareness in order to attract
maximum audience. Marketing plan related to Hilton hotels defined below:
Company overview: Hilton hotel comes under the world most renowned organization of
merchandising confectionery items. The company was first established in 1919 and serve a
global presence in almost 50 regions (Garg, 2017). The product of Hilton hotel includes
accommodation, resorts, spa, food and entertainment. It believes in great quality and quantity
and promoting brands through regular advertising.
Vision & mission: The Hilton hotel wants to diversify their product in order to provide
best restaurant food at their hotel to provide better experience to their guest with the brand name.
Their mission is to achieve 30% More sale by providing great quality and satisfaction to
customer.
Objective: Hilton hotel wants to achieve the goal of product diversification. Their
objective is to take advantage of brand name in the Global market by selling varieties and leave a
mark over specialization of Hilton. Achieving 30% more sales is the main objective through
these product diversification within the period of 2022.
STP approach: It is an important and crucial part for organization while taking decisions
of marketing and product diversification. It assists the company in terms of choosing right place
and people for enabling sales target in a proper manner. Hilton hotel need to undertake the
criteria of segmentation targeting and positioning described below:

Segmentation: It is the foremost element on which Hilton hotel needs to put emphasis on
by analyzing customer behavior and purchase criteria. It depends on their demo graphical
geographical and psychological aspect which includes the changing preference, culture and
income. Hilton hotel needs to segment their customer true psychological factor in order to
provide product and reasonable price range for low income level.
Targeting: It is required to target the market which has left from the reach of hotel.
Targeting will ensure the contribution of each and every audience in company's product
(Ekwebelum, 2017). It will give more courage to achieve their objective by completing the target
one by one. As the Hilton hotel mainly target all age customers as a product are versatile could
be consume by everyone.
Positioning: Hilton hotel has already a global positioning through its brand name due to
having past existence. Positioning is necessary to gain trust and loyalty of customers. Hilton
hotel engage in regular advertising which position their brand at so many channels of marketing.
Swot analysis:
This analysis is a savior for company which examine the internal capabilities and
weakness. This helps in improvement and undertaking market opportunity in a better way.
Strength Weakness
 Brand image and worldwide which is
the main strength for Hilton hotel to
assure many opportunities in future.
 Hilton hotel has great capability to
leave behind the competitors and
become a market leader with product
quality and loyal customer engagement
(Ndivo, and Okech, 2020). Resources
are imitable and personified.
 Hilton hotel lacks with proper quantity
of product due to which customer
remain unsatisfied.
 Hilton hotel frequently believes in
innovation by launching new
entertainment areas which remains left
in resources and leads to higher cost
functioning and wastage.
 The company comes in contact of
product replica which affects Hilton
hotel with emergence to other hotel.
Therefore, results in abolition of Hilton

hotel products in some areas.
Opportunities Threat
 There are a lot of market advantages
waiting for Hilton hotel to grab
technological advancements in other
product.
 Having good financial position and
customer engagement, Hilton hotel
could easily capture market by bringing
a slight change into their product with
some innovation.
 The main threat of Hilton hotel is high
sugar intensity into the chocolate which
become a reason for diabetes and other
disease for customer.
 There are several restrictions over
company's products through which they
would not make immense profit and
focus on quality.
Identification of target persons:
Target audience is a crucial factor for Hilton hotel to promote product at right place for
right people. Is Hilton hotel has the main target of people with moderate income (Lu, 2019).
They provide all kinds of product varieties for different groups of people according to their age
and requirement. Basically, the richer section of society is there main target to enable
competitive advantage.
Marketing goals:
SMART objective:
Specific: Regulate a unique brand exposure into market.
Measurable: the performance and targets will be measure through customer’s feedback
and number of sales units.
Attainable: the goal is attainable for Hilton hotel due to existing brand name and foreign
growth.
Realistic: Hilton hotel products and resources are of great quality which gives a relevant
experience of taste.

Time-bound: The objective must be achievable before 2022 (Gerding, 2018).
Therefore, all the criteria must be well planned and impletion by Hilton hotel for success in
diversification.
Measure and success:
Measurement of performance is necessary which is applicable through KPI metrics for
Cadbury:
KPI indicator: the company will create an environment of checking ration, return on
investments and market capture which shows the growth percentage in market (Zinkin, 2019)
This will result in customer enlargement.
 Checking on customer arrival with social media tools will give better results.
 It is necessary to reduce the amount of wastage from products to give healthy and tasty
food products in hotel service.
M4 Produce a detailed coherent evidence-based marketing plan for an organization
In order to create a marketing plan it is essential for an organization to include their
essential factors in order to achieve their objectives for their new product categories. Hilton hotel
has provided their mission to maintain their brand name by providing their customers best
restaurant food at their hotel so that. Smart objective of the company is to achieve 30% more
sales for the hotel.
Target market: In order to target the market Hilton hotel use STP approach having and
limitation for the company as they are looking for diversification of their business.
Analyzation of SWOT analysis: In order to diversify the market Hilton hotel requires to
evaluate their internal environment with the help of SWOT analysis so that they can be aware
about their strengths weaknesses opportunities and threats available in the market for them
(Seebacher, 2020).
Marketing strategy: After internal analysis Hilton hotel will require a proper marketing strategy
so that they can promote their services with the help of campaign and more advertisement to
influence customers for their visit in hotel. The effective marketing strategy used by Hilton hotel
is their promotional videos on social media (Sharma, and Jhamb, 2020).

Success and measure: After all this time it is essential for Hilton hotels to measure their success
with the help of KP indicators and balanced scorecard so that they can have better plan for their
future planning.
D2 Design a strategic marketing plan applies the use of the 7Ps to achieve overall marketing
objectives
Budget: Budget is a financial document which provide proper monetary requirement for
a project to be used in the marketing process (Singh, 2020). In case of Hilton hotel the budget
which will be required by the marketing department in order to attract more and more customers
towards time is given below:
The above provide a proper budget are located for the requirement of monetary resources
for the operations in Hilton hotel. In order to provide a proper restaurant food to their guest the
hotel will require 12000£ and 6500£ to carry their operations and marketing in effective manner
(Smetanina, 2020). The marketing mix for the new objective of the company is provided below:

Product: The objective of Hilton Hotel is to provide restaurant food at their hotel with
their brand name which helps them to provide good services to their customers in order to
enhance their experience according to the needs and requirements of target market.
Price: Price of this project of Hilton hotel is minimum and affordable to gain the
attention of customers in the market.
Promotion: Campaign advertisement and social media will help the Hilton hotel to
promote their new project.
Place: Hilton hotel is located in 6478 locations and this service provided by the hotel will
help them to attract more customers towards them.
Physical Evidence: Hilton hotel has their outlets all over the world and have a proper
brand image as well as unique logo in the market.
Process: In order to diversify this line the Hilton hotel is required to setup a proper
restaurant line in their organizations.
People: The Hilton hotel is required to employ new stuff which is best suited for the
restaurant business (Wu, and Shimizu, 2020).
CONCLUSION
The above discussion helps to conclude that the marketing plan is very essential to
introduce can you product or service for an organization. This report helps to understand the
importance of marketing in organization along with several important elements which helps a
marketing managers to perform their roles and responsibilities.

REFERENCES
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