Hospitality Marketing Essentials: Task 3 Marketing Plan for Hilton

This report presents a comprehensive marketing plan for Hilton, a multinational hospitality brand, focusing on its response to the COVID-19 pandemic through the implementation of automated purifiers. The plan includes an executive summary outlining the initiative, a SWOT analysis evaluating the brand's strengths, weaknesses, opportunities, and threats, and strategic objectives aimed at increasing profitability. The report delves into the STP (Segmentation, Targeting, Positioning) strategy, emphasizing market segmentation based on demographics and service offerings. The marketing mix is detailed, highlighting the product (automated purifier), and place (various locations). Budget allocation is provided for key areas such as marketing, workforce, equipment, and raw materials. The report also covers controlling and monitoring processes to ensure the plan's effectiveness and concludes with a summary of the importance of marketing in promoting services and building relationships with other departments. References from academic journals are included to support the analysis.

Hospitality
Marketing Essentials
TASK-3

Table of Content
• Introduction
• Definition of Marketing Plan
• Executive Summary
• SWOT Analysis
• Strategic Objectives
• STP
• Marketing mix
• Budget allocation
• Controlling and monitoring
• Conclusion
• References

Introduction
Marketing plan is the report which frame
the marketing strategies in order to implement
them in the near future for the accomplishment
of the various business activities in the
consideration of attaining the aims and objectives
of the business. A strong marketing plan helps to
meeting the competitive advantage in the market.

Executive Summary
Hilton is the multinational brand which is
operating their business globally, now the
hotel is planning to install the automated
purifier that have the 100 % power of
killing bacteria from the public place and
rooms in order to take the major pre-
curation from the COVID-19. It sanitize the
area automatically by turning on the switch.

SWOT analysis
Strengths Weaknesses
 Hilton is operating their business with
approx 540 hotel in over 78 countries and
establishing a good brand image across the
globe(Alexander, 2018).
 Company focuses on technical innovation in
order to improve customer experience.
 The hotel is operating their business with
less market share despite of having good
brand image in the market.
 There are various Govt. rules and regulation
which is impacting the functionality of the
business.
Opportunities Threats
 Hilton is making the best use of innovative
and advance techniques in order to meet the
high competition in the market.
 Company is generating high profitability and
revenue in the emerging markets.
 The company is having the high competition
in the large market as there are several entry
of international brands with the strong
products and services.
 Changing business law in various countries
impacting the smooth running of the
business.

Strategic Objective
The main objective of Hilton in to generate high profitability by
selling their products such as rooms, meals. They offers the a
range of services in order to meet the customer's needs like gym
and spa.

STP
Segmentation: It is the process of dividing the market
on the basis of geographical, demographics,
Demographics as it is not possible to cover the
whole market so the Hilton is segmenting the
market by keeping in mind the budgeted people
and also offers the Upscale and Luxury hotels that
they can serve the different types clients.

Marketing-mix
• Product: The company is launching the
automated purifier which will be used to sanitize
the various areas like public area, guest rooms so
that the hotel can take the necessary precautions
at the time of global pandemic.
• Place: The company is launching their product in
the different location as they are operating
several hotels in different locations like UK, US.

Budget Allocation
Particulars Amount (€)
Marketing 100000
Workforce 100000
Equipment 150000
Raw materials 150000

Controlling and Monitoring
In this process actual performance is match with the company desire's
so has to identify the associated problems of the company related
to the operations. The key performance helps the company with
various techniques which are rightly used so that goals of the
organisation can be achieved effectively and smoothly. This
process of controlling and monitoring is done in a systematic
manner which makes it easy for the company to achieve their
targets.

Conclusion
It is concluded from the above report that Marketing department play
an important role in a promoting the goods and services of an
organisation in order to increase the sale of company. It is
important to build strong relationship with other department so that
each task can be done in an appropriate manner by having the
effective communication.

References
Nair, V.K. and Raju, M., 2017. Formation of memorable tourism
experience and its influence on destination image-evidences from
literature. International Journal of Qualitative Research in
Services, 2(4), pp.325-334.
Stalmirska, A.M., 2020. Cultural globalisation and food in urban
destination marketing. Tourism Geographies, pp.1-19.
Tan, W.K. and Chen, Y.C., 2020. Tourists’ work-related smartphone
use at the tourist destination: making an otherwise impossible trip
possible. Current Issues in Tourism, pp.1-16.
Tasci, A.D., Hahm, J. and Terry, D.B., 2019. A longitudinal study of
Olympic Games’ impact on the image of a host country. Journal of
Travel & Tourism Marketing, 36(4), pp.443-457.

Thank You