Marketing Analysis and Strategies for Hotel Hilton in Sydney

This report provides a detailed marketing analysis of the Hotel Hilton in Sydney, Australia. It begins with an introduction to marketing concepts and then analyzes the hotel's marketing strategies, focusing on both internal and external factors that influence its business operations. The report employs PESTEL and SWOT analyses to evaluate these factors, covering political, economic, social, technological, environmental, and legal aspects, along with the hotel's strengths, weaknesses, opportunities, and threats. It explores various elements of marketing strategy, including marketing plans, monitoring and evaluation strategies, and factors to consider when developing effective marketing campaigns. The report also examines specific marketing-related topics, such as cultural and social sustainability, market share analysis, competitor analysis, distribution methods, emerging trends, consumer law, ethical advertising, and the triple bottom line sustainability. The analysis aims to provide a comprehensive understanding of the marketing landscape for Hotel Hilton and offers insights into its strategic positioning and performance.

Hospitality Project

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
ASSESSMENT 1.............................................................................................................................1
PART 1............................................................................................................................................1
External Factors of Organization.................................................................................................1
Internal Factors of Organization..................................................................................................4
Marketing Strategy......................................................................................................................5
Marketing Plan.............................................................................................................................6
Monitoring and Evaluation Strategy............................................................................................6
PART B...........................................................................................................................................7
PART C...........................................................................................................................................7
ASSESSMENT 2.............................................................................................................................7
1. Factors that needs to be considered during developing marketing strategies..........................7
2. Factors that must be include for the development of an effective marketing strategy............9
3. Examples of sources of information for analysing the effectiveness of marketing campaigns
.....................................................................................................................................................9
4. Meaning of Cultural and social sustainability and its integration into marketing strategy.....9
5. Aspects used to analysis market share.....................................................................................9
6. Impact of resource conservation and waste minimisation on economic sustainability of a
marketing activities....................................................................................................................10
7. Need of the information for competitor analysis and their sourced......................................11
8a. Four internal issues that can impact the business' marketing planning...............................11
8b. Four external issues which can potentially result in new business opportunities for a
Tourism, Hospitality and Events (TH&E) business..................................................................11
9. SWOT analysis......................................................................................................................12
10. Disadvantages of direct sales distribution...........................................................................12
11. Two methods of indirect sales distribution..........................................................................12
12. Types of comparative market information..........................................................................12
13. Primary tool of engagement for people and its impact on marketing environment............13

14. An example of an emerging trend relevant to the sector of TH&E industry.......................13
15. Three aspects of a business' conduct covered by consumer law.........................................14
16. Role of Australian Consumer Law in the context of Marketing.........................................14
17. Purpose of copyright and its management...........................................................................14
18. Impact of the Privacy Act on business' marketing activities...............................................15
19. One legal issue which arise due to internet and online business.........................................15
20. Key principles of ethical advertising and 3 codes which regulate advertising....................15
21. 3 aspects of the triple bottom line sustainability.................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
This is the activity that is used by an organization to promote the buying and selling of a
product and service in market. It also can be consider as the study and management of the
relation exchange between the company and customers. The purpose of marketing is to improve
the performance and productivity of organization by promoting product and services that are
provided by comp[any to consumers. This report is analysing the marketing and marketing
strategy of Hotel Hilton, Sydney, Australia. Hotel Hilton is a hotel and resort chain that is
operating all over the world. Hilton group was founded in 1919 by Conrad Hilton and its head
quarter in McLean, Virginia, United States. Hilton Group is working on 586 locations. This
report is providing the marketing analysis of different internal and external factor that can
influence and affect the business of organization. A marketing plan is designed to improve the
performance of Hotel Hilton in market place. Different monitoring and evaluation strategies are
explained to evaluate the performance of Organization in target market.
ASSESSMENT 1
PART 1
External Factors of Organization
For an organization there are different factors presents outside the organization that are
not in control of company and this factors affects and influences the business and working of
organization. To evaluate the different external factor the PESTEL analysis is performed. These
external factors are classified in six different factors and these factors are- Political Factor,
Economic Factor, Social Factors, Technological factor, Environmental Factor and Legal Factors.
Political Factors
Political factors for an organization are the decision and policies of country's government.
Government makes different strategies that are important to ensure the economic stability in
country. This changes in the policies and innovative decision of government affects the working
of organization process and economy. The policies and decisions which are related to the
taxation, economic changes and other decisions influence the working of company. For Hotel
Hilton change in the taxation policy force the organization to redesign the pricing strategy in the
organization to meet the required goals and targets. Other economic changes affects the business
strategy of company. The other changes a government can make are related to the foreign policy
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and foreign trade policy. Changes in the foreign policy and foreign trade policy affect most the
organization that are working in more than one nation. This will affect the benefits and process
of organization in other country. This is how political factors affects the business and operation
of organization.
Economic Factors
The economic factors that are not in control of organization also can affect the business
of company. This is consists of changes in national and international economic. This economic
factors are dependent on the stability of economy. Changes in international economy affects the
decisions of organization. It forces the organization to make change in company policy. The
factors like unstable economy in international market, recession and economic crisis comes in
the categories of economic factors. This also includes the growth of nation and decline of
national economy. These factors can lead to many other problems in hotel Hilton that are fund
crisis, unemployment and shortage of resources. The economic stability of organization is also
affected by these factors.
Social Factors
These factors are also known as the socio cultural factors for organization. This factors
include different factors that are related to population in the locality, average income of people,
educational level of employees and social and cultural values of people who are attached with
organization with mutual interests. This factors affect the organization in different manner. The
population in the locality or population of country is market for organization. It population of
country is high then it will provide huge market to company to perform the business and for less
population will provide less opportunity to company to perform business. The education level
allow the company to get new employees and it will also help the organization to make people
aware of the product and services of company. This will help the company to perform different
action in effective manner. The cultural and social values also force the Hotel Hilton in decision
making process.
Technological Factors
The technological factors in the organization can be classified in the three categories
which are technology used by organization, technology used by competitors and latest
technology present in market place. These are the different categories of technological factor.
These technological factor are related to the production and operational efficiency of Hotel
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Hilton. There are various technologies are used in the hotel industry to manage the consumers
and facilitate the customers. The current technology used by organization will affect the real time
performance of hotel. Technology used by the competitor is important for hotel Hilton for the
competitive positioning in market. It requires the benchmarking for the technology to maintain
competitive position in market as compare to competitors. Is the competitors of Hotel Hilton are
using the advance technology then it will provide them advantage in market because they will be
able to handle more clients with higher efficiency and this will reduce the market share of hotel.
The last thing for the organization is the latest technology in market and updated technology that
is developed recently. If company adopt this technology in use then it will improve guest
handling of Hotel Hilton and improve customer satisfaction level.
Environmental Factors
The environmental factors are related to the different aspects of locality where the
company is situated. The location of Hotel, weather condition of local place, accessibility of
place, transportation capability and geographical condition of area. These factors also including
suitability of natural resources. The main factor for the Hotel Hilton is location of hotel. This is
most important in the hotel industry to build hotel on right place. Consumer prefers good and
beautiful places to stay. So if the hotel is at good location then it will provide better opportunity
to organization. The weather conditions are also important cause this will affect the building
structure of Hotel Hilton. Weather condition will force the organization make effective changes
in design of hotel building. The accessibility is also important for hotel to make customer to
reach to hotel. If it is difficult for the clients to reach to hotel location then they will lose interest
in hotel this is also related to the transportation convenience. Last but not the least thing is
geographical condition of location. This includes the earth quack zone of location and other
similar factor also affect the safety and security of Hotel Hilton. If proper resources to the
company are not available then it will reduce the performance of organization. This is how
environmental factors affect business practices of Hotel Hilton.
Legal Factors
Decisions taken by the legal body of country comes ion the legal external factors for
organization. For hotel industry it is important to follow the rules and regulation of nation that
are guarded by legislation. In a country as per requirement different laws are made by legislation
body of nation. These laws are made to protect the rights of citizens of country. There are many
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employees are working in hotel and it is duty of the hotel id to full fill the rights or employees
and they may face legal action if they trespass the legal rights of people in the organization. The
laws are designed to protect the religious and social values of citizens. The organization is
bounded to the laws like employment act, food and safety law and health and safety law. In the
hotel industry the changes made by legislation in above mentioned law will affect the
organization most.
Various factors that are presents outside the organization which are explained above
affects the business and decision making process of Hotel Hilton. By making respective changes
can help the company to reduce the impact and influence of these Macro factors.
Internal Factors of Organization
In an organization many employees are there who are working for better productivity of
Hotel. These are the internal factor of organization are also known as micro factors of company.
This factors are in control of organization and these factors are ignored by organization by
adapting change management in Hotel. This factors can be evaluated by performing SWOT
analysis of hotel.
SWOT Analysis Of Organization
Strengths -
The most important strength of Hotel Hilton is the brand value of organization. This is
part of Hilton group of hotels and resorts so it is providing the advantage to hotel. The capability
of guest handling in hotel is high and this is providing greater advantage to hotel Hilton. Hotel
Hilton is a well stabilised organization so it is possess large market share in target market and
this is providing competitive advantage to organization. Resources and capital available to
organization is too high cause of size of organization. Employees and leaders of hotel are trained,
enough skilled and experienced and this lead to better operational performance and functioning.
Higher performance provide better experience to customer so it is increasing the value of Hotel
Hilton. The market reach of organization is high cause of the reputation of organization in
hospitality industry. As the hotel Hilton is having experienced staff so they are not afraid of
innovation and this innovation helps the company to gain larger profit. The location of Hotel
Hilton is at walking distance from the Sydney central station and this is providing extra
advantage to organization. Pricing policy of hotel Hilton is good for customer and based on the
services provided to customer and better price policy help to gain high consumer trust.
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Weaknesses -
There are fewer employees in organization to handle large number of guest at a same
time. To satisfy all the consumer at same time is difficult cause the ground level staff is not that
much trained and experienced to handle different type of situation. The loop holes and gaps in
marketing strategy id preventing the organization to expend in industry. In the work high quality
is required because of the reputation of organization and this is putting a lot pressure on
organization. The cash flow in organization id not good enough to perform efficient action. The
supply chain used in hotel is of traditional type.
Opportunities -
There are huge scope of market development. Currently Hotel Hilton is working on
limited location it can also look for expansion different countries. There is also an option
organization to design them hotel to attract special kind of guest in hotel. Hotel also can used
new technologies like automation and artificial intelligence to provide more facility to guests.
Threats -
The current competitor in the market place are threats to organization. The legal troubles
are also threats to company. Poor management strategies also a threat to operation of Hotel
Hilton. The innovation applied in the working and process of hotel can make the organization to
face bigger financial and operational failure to organization.
Marketing Strategy
Product Opportunities
Hotel Hilton can use the new technology like Artificial Intelligence and automation in
hotel rooms to get better client satisfaction. The clients also can be provided with custom
designed rooms as per their choice.
Marketing Approach
Different methods can be used by the organization to improve the performance of
organization in market place. The different strategies like digital promotion strategy can be used
for marketing.
Channel of Marketing
Different channels of marketing a hotel industry can use this channel are official website,
SEO and CRM E-mail marketing.
Way to Integrate sustainability, Legal and Ethical Consideration
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The different ways to integrate this factors company can use CSR report to full fill the
requirements of People who are attached to organization.
Methods of Consultation
Hotel Hilton Can use social media, and personal application or by email communication
with clients to take their feedbacks. For the guest who are staying in hotel written or vocal
feedbacks can be obtain by personal interview.
Marketing Plan
Aim- To Improve the Performance of Hotel Hilton in market.
Objective-
1. To Improve marketing function of organization.
2. To attract more customers.
Strategy- Use innovative technology in Organization to provide better satisfaction to customer
and use their good feedback as promotion.
Tactics-
-BY using Online booking system.
-Using the latest technology in organization.
-Perform marketing using digital and online methods.
Time required- 2 to 3 months.
Opportunities to employees
The employees of organization can be provided with bonus and appraisal for their good
performance. Also, different trainings can be used to improve their performance by improving
their skills.
Monitoring and Evaluation Strategy
The evaluation criteria of the marketing plan can be developed by keep tracking the
customer behaviour on the website of hotel and their likes and dislikes can be used for
performance monitoring of organization. The benchmarking should be based on price, quality
and customer satisfaction after using the service of Hotel Hilton. For the time framing tools like
gantt chart and work break down structure can be used.
For continuous development in quality of product of hotel different tools like TQM can
be used by organization. This will help the organization to evaluate the performance of Hotel
Hilton. Methods of communication for the evaluation different IT systems can be used to
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perform communication. These methods are written communication, e-communication and vocal
communication.
Implementation plan
To meet implementation requirement a process can be used that will follow following
process.
Task Time Required Action Plan
Information Gathering 1-2 month Research on methods of
monitoring and evaluation
methods.
Designing 1 month Designing technical plan.
Deployment 15 days Implement Hard Ware in
organization.
Testing 2 Days Checking the performance of
Monitoring and evaluation
system.
PART B
Covered in PPT
PART C
The plan made for marketing is consistence accordingly high with the marketing plan.
According to the marketing plan the operation of company are managed and continuous and this
is providing larger profit to organization. The marketing direction used by the organization is the
focused differentiations in which organization is focusing on the quality of service and product
of organization with marketing and promotion. The exposure of the services is achieved by
social media and digital promotion. The market penetration through the new marketing strategy
id good and effective for organization. As per the marketing plan the strategy used by
organization is effective and suitable for higher performance of organization and it is a one time
investment and better for long time. As per the Human resource department and finance
department this marketing strategy is cost efficient. The whole marketing plan go through the
specific plan that is decided in allotted time line which is most important for organization.
ASSESSMENT 2
1. Factors that needs to be considered during developing marketing strategies
There are various factors that are required to consider while developing marketing
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strategies. These factors are as follows –
Communication Capabilities
Preparation and implementation of marketing strategies function doesn’t carry out by the
marketing department. It also required the functions of other departments such as selling
department, finance department, research & development department, distribution department
and human resource department etc. Thus, there should be strong communication between all the
departments of the company.
E-Business Capabilities
Another factor that needs to take care is that how well a company handles its e-business
activities and objectives of e-business activities helps business to achieve its organizational
goals.
Equipment Capacity
There are various equipments available in the business which is required to successfully
implementation of the business. Thus, company should analysis the capacity of the equipments
in achieving the objectives behind the implementation of marketing strategies.
Financial Resources
There should be proper and accurate allocation of the funds between all the departments.
And company should analysis its budget so that during the implementation of strategies,
company won’t feel lack of funds and drop the plan of marketing strategies.
Human Resources
Company must have corporative and required human resources in order to successfully
implementation of the marketing strategies. If marketers finds that there is lack of human
resources in the organization, then they should contact with HR department and hire new
employees.
Staff Skill levels
Marketers also analysis the capabilities, strengths, weaknesses, skilled and unskilled level
of the employees so that in case if they don’t find required skilled employees so they will arrange
a training program for them.
Location and position
Company should also analysis the location of market and their position in the market so
that they can accordingly adopt and implement the marketing strategies.
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2. Factors that must be include for the development of an effective marketing strategy
Following factors are required to take consider for the purpose of developing an effective
marketing strategies -
Marketing Objectives
Target Audience
Industry's marketing trends
Budget of the department
Time Bound
3. Examples of sources of information for analysing the effectiveness of marketing campaigns
Examples of sources of information are as follows -
By customers' feedback
By the financial statement of the company
By the marketing documents
By Catalogues
By the comparison of current and past marketing strategies
4. Meaning of Cultural and social sustainability and its integration into marketing strategy
Cultural Sustainability
Cultural sustainability refers to the activities of business through which company can
maintain and respect various cultural beliefs, cultural morale and cultural practices.
Social Sustainability
Social sustainability refers to the activities of business through which company can
promote and encourage the communities, societies and customers to live healthy.
Its integration into marketing strategy
Marketing strategy should be adopted by the company according to the cultural and
social values of their target audience. It will help organization to understand the needs and wants
of their customers which will make marketers to easily adopted their strategies which will help
company to earn profitability. It will encourage company to do invest in customer relationship
marketing strategy.
5. Aspects used to analysis market share
Various aspects of the market share are as follows –
Overall Market Share
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