Marketing Plan and Strategy Analysis for Hilton Hotel Plaza Vienna

This report provides a comprehensive analysis of the marketing plan for the Hilton Hotel Plaza Vienna. It begins with an introduction to marketing essentials, emphasizing the importance of strategic planning for business expansion. The report then delves into the structure of a marketing plan, focusing on the marketing mix (product, price, place, and promotion) and how these elements are applied to the hotel. Furthermore, it explores the Segmentation, Targeting, and Positioning (STP) model, detailing how the hotel can segment its market, identify target audiences, and position its products and services effectively. The report also examines the macro-environmental factors affecting the hotel using a PEST analysis (Political, Economic, Social, and Technological factors). The conclusion summarizes the key findings, highlighting the importance of marketing strategies for organizational development. The report references various books and journals to support its analysis. This report is designed to help students understand marketing principles and strategies, providing a real-world example of their application in the hospitality industry. It's a valuable resource for students seeking to enhance their understanding of marketing concepts.

Marketing essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MARKETING PLAN STRUCTURE .............................................................................................3
MARKETING MIX ...................................................................................................................3
SEGMENTATION, TARGETING AND POSITIONING .......................................................3
Segmentation -.................................................................................................................................3
Targeting -.......................................................................................................................................3
Positioning - ....................................................................................................................................3
THE MARKETING ENVIRONMENT (MACRO)...................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Every organisation want to expand their business in various location so that company can
explore their business operations nationally and internationally. Marketing department can help
to boost the selling of the organisation and gain more profit advantages so that organisation can
enhance their market growth. Every organisation need to follow a strategic working plan and
strategy that can help to improve the customer relation and satisfaction. Organisation need adopt
specific marketing strategy like market research, brand expansion, internet marketing, email
marketing, conversational marketing etc. these strategies can help to make the organisation more
strong and also enhance the selling of the organisation so that they can warn more profitability
(Al Badi, 2019). This report will discuss about the marketing plan and its structure of the Hilton
Hotel Plaza Vienna. The main purpose of this report is to discuss about the marketing plan
structure and also evaluate the marketing mix. With the help of marketing mix, organisation can
prepare the strategy about four factors like product , price, place and promotion. This report also
discuss the STP model and macro environmental factors. Through STP model, organisation can
easily measure the segmentation of the customers and then decide the target audience and also
analyse the positioning of the products.
MAIN BODY
MARKETING PLAN STRUCTURE
MARKETING MIX
Marketing mix work like a framework that can cover the marketing and management
operations. This is considered the most influential marketing strategy that can help to prepare the
whole structure about the products and services of the organisation. The description of 4 P's of
marketing mix in context of Hilton Hotel Plaza Vienna are discussed below-

 Product – This is considered the first “P” of marketing mix that mainly focus on the
product and product line and also help the organisation in product expansion. In product,
organisation can include various terms like design of product, technology, value of the
products, quality and usefulness of the products. In this P's , Hilton Hotel Plaza Vienna
can make strategy about their products and services and also take review and feedback so
that they can effectively improve their products and services to full fill the expectations
of the customers (Biaudet, 2017). Price – In this second P's organisation use various pricing strategies like penetration
strategy, cost plus strategy, loss leader strategy and many more. Hilton Hotel Plaza
Vienna hotel can set the price that is very pocket friendly and customers can consider the
value of money. Penetration strategy use by the hotel to create more customers. Place – This P's determine the location of the organisation where organisation want to
expand their business operations. Place factor mainly include retail , wholesale, Local-
Export and internet etc. there are various locations where hotel want to expand their
business.
 Promotion – Promotion can help to promote the products and services in a influence way
and also provide the direct impact on the customer mind so that they will become the

potential customer of the organisation. Promotion mainly include the advertisement
activities through online and digital marketing platforms. Hotel can provide special offer
and discount so tat they can attract the clients and customers effectively so that they can
take the hotel services and also recommend to the other people. Through digital
marketing and other applications like Facebook, Instagram , Twitter are used by the hotel
to promote their business (Braciníková and Matušínská, 2017).
SEGMENTATION, TARGETING AND POSITIONING
This model can help to simplify the market segmentation situation. There are various
steps of this model which make the easy access of all the factors of this model. Some specific
steps of this model such as define the market, generate market segments, evaluate the market
segmentation, construct the segmentation, evaluate the market attractiveness of this segment,
select target market and develop the positioning strategy (Pappas, 2017). Segmentation – This is first step of this model that can help to segment the
market. With the help of segmentation, organisation can divide market in the
groups that is based on the various criteria. There are many criteria that is used by
the organisation like demographical, geographical, psychological etc. hotel can
divide the customers in to groups so that it make easily to identify their
requirements (Hoque, Hashim and Azmi, 2018).
 Targeting – In this second factor of this model, organisation can target the
customers and select the most attractive segment and focus on them. This factor
help to decide the which market segment help to identify and required most
attractiveness (Othman, et. al., 2019). Hotel mainly try to analyse the commercial
attractiveness of each and every market segment. In targeting, hotel can use
various terms like size, profitability, ease of reach so that it will make easily for
the hotel to target the audience.

Illustration 1: THE STP-MODEL – SEGMENTATION,
TARGETING, POSITIONING DONE RIGHT, 2019
 Positioning - This last factor help to identify the how to position the products and
services in each and every market segments. This factor help to create the map that
can aid to consider the various factors that can improve the marketing position of
the hotel in a positive manner. There are some standard way which mainly
followed by the hotel to take more competitive advantages such as functional
positioning, symbolic positioning, experimental positioning (Nargundkar, 2020).
These positioning help to build the strong market position of the hotel so that they
can earn more profit and take more profit advantage.

THE MARKETING ENVIRONMENT (MACRO)
Every organisational need to identify the external macro environment with the help of
PEST analysis so that it make easy for the organisation to measure the market scenario
positively. PEST analysis help to understand the influence the outside factors which can impact
the business of the hotel. The description of these factors are explain below- Political factor – This factor include the government stability, tax regulation, trade ,
foreign trade that can influence the marketing of the business. Hilton Hotel Plaza Vienna
hotel focus on the all government procedure so that they can maintain the impact of the
outsider factors (Khalili, 2018). Economical factor – This factor contain the economical growth, interest rate, recession
and employment rate etc. Hilton Hotel Plaza Vienna hotel can consider these factors and
also analyse those factors that can improve the marketing of the country. Due to
uncertainty of covid -19, country economical situation experiences many ups and down
situations so no w looking forward to boost their performance via offer reasonable price
of the products and services (Kotoua and Ilkan, 2017). Social Factor – This factors can contain the culture, religion, education, values and
purchasing power of the customers. Hilton Hotel Plaza Vienna hotel comes under the
services sector so that it is essential for the hotel to follow cross cultural activities so that
they can engage with the customers effectively.
 Technological Factor - This factor include the technological advancement and
modification. Hotel can use various technological advanced software and application
which can help to maintain the performance of the organisation. With the help of digital
media, hotel can connect lots of people and improve the marketing of the hotel.
All these factors can help to analyse the external macro business environment so that hotel can
easily follow the current marketing trends and as per the situation adopt various strategies which
can help to boost the performance level of the hotel (Malhotra, 2018).
CONCLUSION
According to this report it can be concluded that marketing essential are beneficial for the
development of the organisation. This report identified that marketing plan work like a

framework that can help to identify the current marketing scenario. This report can help to
determine the marketing mix and analyse the 4 P's like product, price, place and promotion so
that organisation can easily maintain the functions of the marketing. This report also used STP
model in which organisation evaluated the target market situation with the help of segmentation,
targeting and positioning of the market structure. This report also used PEST analysis to know
the macro external environmental factors so that organization can easily consider the impact of
outside environment factors.

REFERENCES
Books and Journals
Al Badi, K., 2019. Implementation of marketing concept and organizational culture in SMEs in
Al Buraimi–Oman. Benchmarking: An International Journal.
Biaudet, S., 2017. Influencer marketing as a marketing tool: The process of creating an
Influencer Marketing Campaign on Instagram.
Braciníková, V. and Matušínská, K., 2017, December. Marketing mix of financial services from
the customers perspective. In Forum Scientiae Oeconomia (Vol. 5, No. 4, pp. 36-48).
Hoque, M.E., Hashim, N.M.H.N. and Azmi, M.H.B., 2018. Moderating effects of marketing
communication and financial consideration on customer attitude and intention to
purchase Islamic banking products. Journal of Islamic Marketing.
Khalili, S., 2018. Knowledge creation essentials in the data based forming world. International
Journal of Modern Engineering Technologies, 1(1).
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
Malhotra, N.K., 2018. Marketing research: current state and next steps. Brazilian Journal of
Marketing-BJMkt Revista Brasileira de Marketing–ReMark Special Issue, 17, pp.18-41.
Nargundkar, R., 2020. Marketing research: Text and cases. McGraw-Hill Education.
Othman, B., et. al., 2019. The influences of service marketing mix on customer loyalty towards
Umrah travel agents: Evidence from Malaysia. Management Science Letters, 9(6),
pp.865-876.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications, 23(2), pp.195-218.