Nelson College London: Hilton Worldwide Marketing Plan Report

This report presents a marketing plan for Hilton Worldwide, a leading hotel company in the hospitality sector. It begins with an executive summary outlining Hilton's mission to satisfy client demand and expand accommodation services globally, along with objectives to increase business operational activities, market share, and consumer satisfaction. The situational analysis covers STP (Segmentation, Targeting, and Positioning), detailing Hilton's segmentation based on demographics and psychographics, targeting international travelers, and positioning itself as a leader in the hospitality industry. The report then delves into the marketing mix, including product, price, and competitive level strategy. Furthermore, it examines business unit strategies, such as market penetration, product/service development, and diversification. The report concludes with references to relevant literature, providing a comprehensive overview of Hilton's marketing approach.

ACTIVITY-2

Marketing plan
Executive summary
• Hilton worldwide that is a leading hotel company in the hospitality sector. Company is founded by the
Conrad Hilton in the year 1919. Hilton’s hotel is located in the worldwide over 584 hotels. Its hotel and
resort properties have over 216,379 rooms in over 94 countries and the territories across the six
continents. Company wants to introduce new products in the menu and identifying the new market to
serve their services and product by catering the new customer base (Bulatova, 2018). This can be done
by analyzing the goals, mission and the segmentation, targeting and the positioning of the Hilton and
by analyzing the marketing mix of the Hilton.

MISSION
• The primary Mission of Hilton hotel is targeting the interested, potential consumers those are visiting
hotel in most of cases. Mission of hotel is that when satisfying demand of client and expand the
accommodation service across global world.

OBJECTIVE
• To increase the business operational activities and improve the entire performance of Hotel.
• To increase market share by 5-6% within next 3 years.
• To satisfy the consumer satisfaction level
• To implement modern technology to increase demand of accommodation services in marketplace

SITUATIONAL ANALYSIS
• Hilton is well known worldwide hotel company and its mission is to be the best hospitality
company in the world by creating the best experiences for their guests and by providing the best
opportunities for company’s team member, creating the best values for their owners and give the
positive impact to the communities. The goals of the Hilton are to measures the effectiveness of
the hotel employee to perform with the effectiveness. Increases the market share by entering into
the new market at the end of the year. The situational analysis of the company can be measured by
the STP and the marketing mix.

STP (SEGMENTATION, TARGETING AND POSITIONING)
Segmentation
• The segmentation of the Hilton is based on the behavioral, geographic, demographic and
psychographic elements. Customers whose purchasing power is to pay for the quality and the
environment, the customers are can be business people, couples, and the family and can have an
international visitor.

CONT.
Targeting
• Their targeting audiences are those who are international traveler, local citizens, people those who
love travelling can be family, couples and the business people (AL-MANIQ, 2019).
Positioning
• Company wants to position itself as a world’s leading company in the hospitality sector
of the industry by offering the most valuable services and products to the customers.

MARKETING MIX
• Product -Hilton provided wide range of the services and the product across the world through its hotel
chain. Its luxury chain services including the Hilton Garden inn, and services like stay suites, hotels for
the vacation etc. as a part of the marketing product and services.
• Price-Its price scale is varied on from the mid scale to the luxury. Its luxury hotels serve the high price
for the services, its affordable range targeted to the middle class of the customers that looks for the
affordable luxury and its employs pricing skimming added the services in their portfolios for the
customers that are price sensitive.

COMPETITIVE LEVEL STRATEGY
• Hilton hotel is basically focused on the corporate level strategy which means that focus on the business
objectives. Hotel is always required to allocate all essential resources. In order to increase the
performance and efficiency of business operations.

BUSINESS UNIT STRATEGY
• Market penetration- in order to increase its sales, and overall revenue, Hilton hotel is required to adapt aggressive
marketing strategy, which means that include social media, enhance the presence of product among existing clients.
The further aspect of market penetration strategy to engage with new technology such as SEO, in order to target the
audience on the basis of social media. This will help for increasing the presence of multiple hospitality services in
marketplace.
• Product/ service development- Hilton hotel can deal in the current market segment but it is important to satisfy
specific demand of client within specific deadline. If hotel can serve the excellent quality of food & beverage
services, accommodation service. Afterwards, client want to again visit and create a positive image in regards of
product or service from consumer side. In this way, Hilton is always offering best option for potential consumers in
order to satisfy the client.

CONT.
• Diversification- It is another important strategy used by enterprise because company can diversify its
wide range of product or service. in order to target the potential audience. In this way, it brings
diversification to its current accommodation service and compete effectively in marketplace.

REFERENCES
• Ofosu-Boateng, I. and Acquaye, P., 2020. Effects of Service Quality and Customer Satisfaction on
Customers’ Loyalty in the Hospitality industry of Ghana. European Journal of Business and
Management Research, 5(5).
• Pike, S., 2020. Destination MarketingDestination Marketing: Essentials. Routledge.