Hospitality Marketing: Hilton's Strategy and Plan Essentials

This report examines the marketing strategies of Hilton, a prominent multinational hospitality company. It delves into the roles and responsibilities of the marketing department and its interrelation with other departments like finance and human resources. The report details Hilton's marketing plan, including its mission, vision, objectives, and STP strategies (Segmentation, Targeting, Positioning). A SWOT analysis is conducted to assess the company's strengths, weaknesses, opportunities, and threats. The marketing mix, including product (loyalty card), price (premium), and place (various Hilton locations), is discussed. The report also includes a marketing budget and emphasizes the importance of monitoring and controlling for successful service launches. The conclusion highlights the significance of marketing in driving organizational growth, emphasizing the application of the 7Ps and a comprehensive marketing plan for launching new services. The report provides a detailed analysis of Hilton's marketing approach, offering insights into the company's strategies and plans.

Hospitality Marketing
Essential (Activity 2)

Table of Content
Introduction
Roles and responsibilities of marketing
Marketing plan
Conclusion
References

Introduction
Marketing is an important tool in the today's business organisations as it is
related with the study of marketplace, demands of customers, customers driven
marketing strategy and built an healthy relationship with customers. In this file
the taken organisation is Hilton which is an American multinational hospitality
company and formed in 1919 by Conrad Hilton. This report will cover the study
of role and responsibilities of marketing and their interrelation with other
departments of business organisation.

Roles and Responsibilities of marketing
As the Hilton is operating their activities in various countries so becomes
essential for them to make effective relationship with other departments so
that all the activities of the business can be conducted in a significant manner.
The relationship of marketing department of Hilton with other department is
explained below:

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Marketing and finance department – These both departments have great
relation with each other as the finance department is responsible for
providing sufficient amount of funds for each and every business functions
in order to operate all the activities without any financial crisis.

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Marketing and human resource – HR department of the Hilton is responsible
for recruiting most potential candidates in the vacant place. Other, marketing
department have huge role in attracting the various candidates towards
vacant position with the help of advertisement.

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The business organization of Hilton is coming up with the new service that is
“Loyalty card” in which they offering the free services after specific period of
time.
Mission: The mission of this company is to capture a big market share by
providing their customers most seamless and pleasurable services.
Vision: The main vision of the company is to become a dynamic
hospitality company across the world by providing a wide range of services or
facilities.

Marketing Plan
Marketing plan is a comprehensive document which represent that how an
organization will implement their marketing strategy and how will utilize their
resources in order to achieve the goals and objectives of launching a new
product.
Overview of the association:
Hilton is one of the well known organization as it offer various excellent
services or facilities to their customers so that the higher attention and interest
of the customers can be retained towards the company services.

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Objectives: It is essential for the company to adopt SMART objectives in
order to successfully launched new services in the market.
Specific: The main aim of Hilton is to implement effective strategies and
methods in their business so that they can compete with their competitors
effectively.
Measurable: The business seeks to to increase their market share from 60%
to 80%.

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STP Strategies :
Segmentation: In this factor the business will identify their target market and
their potential customers for whom they are introducing their new service.
Targeting: In this segmentation the business will select their target customers
to identify it that who are their loyal customers so that the success of their
new product can be ascertained.
Positioning: It is the last phase of this strategy in which the business will
determine the perceptions of the customer towards the new service. This
will help the business in improving their position in the marketplace.

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STRENGTH
The major strength of the Hilton is that they have highly
experienced and skilled employees in their firm who helps
them in attaining higher customers attention by catering
them in a well manner.
WEAKNESS
As they are large in size due to which the lack of flexibility
take place in their business. Also, they are working with the
rigid procedures which might create hurdled for them in
future.
OPPORTUNITY
The business have the great opportunity to cover a big
marketplace by introducing digitalization and innovative
technology in marketplace.
THREAT
The Hilton organisation have to face tough competition in
the marketplace from Marriott, Peninsula, Hyatt and many
others which decrease the sustainability chances of the
business.
SWOT analysis: This is a most appropriate tool which can use by the Hilton to ascertain their
strengths and weaknesses and also find out the available opportunities for their business so that they
can take advantage of it and also can reduce the reduce the impact of threats.

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Marketing mix of Hilton:
Product: The company innovate their services that is loyalty card. Through
this the company can increases sales revenue which will helps in raising
market shares of Hilton.
Price: The company will prefer premium pricing strategy for selling new
products or services because all customers of Hilton belongs to high class
of status.
Place: New service related to Loyalty card will introduced by Hilton at
their sub-brands such as resorts, Hilton inn etc.