Marketing Officer Role: Hilton Hotel Marketing Plan Evaluation

This report provides a comprehensive analysis of the marketing plan employed by Hilton Hotels, focusing on the application of the 7Ps marketing mix (Product, Place, Price, Promotion, Process, People, and Physical Evidence) within the hospitality sector. The analysis includes an examination of Hilton's business and marketing objectives, a SWOT analysis to identify strengths, weaknesses, opportunities, and threats, and a discussion of customer segmentation, targeting, and positioning strategies. The report also evaluates how the marketing plan aligns with Hilton's objectives and compares Hilton's approach with those of competitors like Starwood and Hyatt. The conclusion emphasizes opportunities for Hilton to enhance its marketing efforts, particularly through collaborations with online travel agents and middle-scale hotels to broaden its customer base and increase profitability while maintaining a commitment to corporate social responsibility.

Running head: MARKETING OFFICER IN HOSPITALITY
Marketing Officer in Hospitality
Name of the Student:
Name of the University:
Author Note:

1MARKETING OFFICER IN HOSPITALITY
Executive Summery
The aim of this report is to analyze the marketing mix that Hilton hotel applies to the
marketing plan and strategy making. The Hilton is one of the most popular choices when it
comes to luxury and comfort. In spite of that, their profit turnover has not seen much growth
for the last few years. The marketing plan created here uses the aspects of 7Ps of marketing
mix and applies them to targeting, segmentation and positioning, so that an effective
marketing strategy can be created. With collaboration with the middle scale properties and
social media marketing, Hilton hotels will be able to increase their profit exponentially within
the next five years.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Business objectives of Hilton hotel........................................................................................3
Marketing objectives of Hilton hotel.....................................................................................3
Marketing mix of Hilton hotel...............................................................................................4
Marketing plan.......................................................................................................................5
SWOT................................................................................................................................5
Segmentation......................................................................................................................6
Targeting............................................................................................................................6
Positioning..........................................................................................................................6
Plan summery.....................................................................................................................6
How marketing plan meets marketing objectives..................................................................6
Comparison with other organizations....................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
Marketing is essential activity in every organization. In order to create an effective
marketing strategy a marketing plan is needed (Jung, Ineson and Green, 2013). Hilton hotels
is one of the best properties in London for accommodation. The hotels provide luxury and
comfortable accommodation to high end consumers. In this report, the marketing plan of
Hilton hotel has been analyzed. Moreover, the marketing plan has been compared with that of
the competitors to determine its effectiveness.
Discussion
The Hilton hotel is one of the leading hotel chains. Their marketing strategy is created
keeping in focus the organizational objectives (Tran, Dauchez and Szemik, 2013).
Business objectives of Hilton hotel
The business objectives of Hilton hotel are:
 To increase customer satisfaction by providing better training to the
employees.
 To Increase brand image and create a standard through constant monitoring
and measuring.
 To create a completely sustainable organization in order to respond to their
Corporate Social Responsibility (CSR)
Marketing objectives of Hilton hotel
The marketing objectives of Hilton hotel are:
 To enhance brand awareness among the consumers and impress upon them the
work that they do.

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 To conduct market research and gather data to understand the buying behavior
of the consumers so that they can attract more consumers.
 To enhance the stay satisfaction of the consumers.
 To increase profit by next 5 years by creating a larger customer base as well as
maintain sustainability.
Marketing mix of Hilton hotel
The 7Ps of in marketing mix is constituted of Product, Place, Price, Promotion,
Process, People and Physical Evidence (Reynolds 2013). These are applicable to Hilton hotel
in the following manner:
Product: the core product of Hilton is the hotel rooms. Facilitating products are the
customer services, food and beverages, and online booking facilities. Supporting products
offered are round the clock room service, free newspapers, magazines and concierge.
Augmented products include loyalty membership, exterior designs, high-end restaurants and
atmosphere.
Place: they span around more than 100 countries and the locations that they choose
for their business are prime locations (Rudež et al. 2014).
Price: the organization has a premium pricing approach as most of the rooms and
services are highly priced.
Promotion: the promotion strategy of Hilton is direct marketing and word-of mouth
approach. Social media and feedback method is used.
Process: the business process includes providing satisfaction. They have dedicated
website for booking and tae feedbacks for better customer relation and satisfaction.
People: the staffs and the management constitute people for Hilton.

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Physical Evidence: The premises of the hotels are kept clean. Decorations add to
physical evidence.
Marketing plan
SWOT
The SWOT analysis of Hilton is:
Strengths
 Experience
 Vast market scope
 Effective schemes for retaining
customers
 Strong portfolio of the Properties
 Effective leadership
 Service customization
 Technological advancement
 Sustainable business method
Weaknesses
 Overly dependent upon US market.
 High debts
 Very less market share globally
 Lacks flexibility due to size
Opportunities
 International market is expanding
 More alliances with other subsidiaries
 Research and development
 Creating more cost-effective hotels
(Ahsan, Qazi and Syed 2014)
 Better training for the employees
Threats
 Terrorism
 Political instability
 Change in macroeconomic
environment
 Ethical dilemmas
 Losing key talents and employees

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Segmentation
The customer segmentation that Hilton hotel, London has includes the
businesspersons and the high-income groups. Due to their premium pricing strategy, only
these consumers can afford them. The marketing plan focuses on bringing new customers, the
middle-income groups and the leisurely travelers by developing and collaborating with the
middle scale hotels.
Targeting
The marketing plan targets the psychographic segmentation and behavioral
segmentations as their customers. The consumers emerging now are those that want a good
experience rather than cheap travelling.
Positioning
The Hilton has been positioned as a luxury hotel until now. With emerging customer
segments, the hotel is trying to incorporate the middle-income group. The brand image of the
organization is quite strong and people trust that will have a good experience (Lin 2016).
Plan summery
The Hilton hotel, London will include social media marketing and online travel site
collaborations in order to attract the larger customer base (Jackson and Ahuja 2016). Online
travel sites are more trusted by consumers all over the world as they provide real time updates
and reviews so that consumers can make an informed choice. Social media marketing is very
popular right now and Hilton hotels should utilize this trend.
How marketing plan meets marketing objectives
The marketing thus created will enable the organization to engage the target segment.
The plan focuses on the customer satisfaction and for that, trained staffs are also needed.
With better workforce and new customer possibility, the organization will be able to achieve

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more profit within the next few years. Through constant monitoring and feedback process,
they will be able to enhance the stay experience of the customers.
Comparison with other organizations
The greatest competitors of Hilton hotel in London is Starwood hotel and Hyatt. Both
of these hotels have marketing strategy quite similar to Hilton, yet they are different. Both
JW Marriot and Hyatt have different kinds of hotels depending on the location and the target
customers. For metro cities, Hyatt has its Grand Hyatt hotels that scream luxury and comfort.
For the middle budget consumers and leisurely travelers they have Hyatt regencies and their
subsidiary hotels. Rosewood too, follows similar method (Issakova 2015). They also engage
into booking many events and programs so that their property gets more exposure. Both
organizations, like Hilton ensures that they run their business with Corporate Social
responsibility by engaging the local population and gender equality. They also incorporate
environmental consideration into their market plan. Hilton should develop collaborations
with online travel agents and local middle priced hotels to attract larger customer base.
Conclusion
From the above discussion, it can be concluded that Hilton hotel has great opportunity
in earning more profit turnover while affecting the society positively. Using the market plan
they will be able to target the larger customer base and employ more people in their business.
The social media marketing and online travel agent marketing are likely attract more
customers while reducing the impact on nature.

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References
Ahsan, L., Qazi, B. and Syed, S., 2014. Strategic Management of Multinational Companies:
Case of Hilton.
Issakova, A., 2015. Marketing Mix of the Hotel (Doctoral dissertation, Vysoká škola hotelová
v Praze).
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Jung, T.H., Ineson, E.M. and Green, E., 2013. Online social networking: Relationship
marketing in UK hotels. Journal of Marketing Management, 29(3-4), pp.393-420.
Lin, X., 2016. Strategy analysis of a boutique and lifestyle hotel: a SWOT analysis (Doctoral
dissertation, California State Polytechnic University, Pomona).
Nemec Rudež, H., Sedmak, G., Vodeb, K. and Bojnec, Š., 2014. Season-oriented destination
positioning for visitors in the Mediterranean. Društvena istraživanja: časopis za opća
društvena pitanja, 23(4), pp.661-679.
Reynolds, P., 2013. Hotel companies and corporate environmentalism. Tourism &
Management Studies, 9(1), pp.7-12.
Tran, X., Dauchez, C. and Szemik, A.M., 2013. Hotel brand personality and brand
quality. Journal of Vacation Marketing, 19(4), pp.329-341.