Marketing Strategies Impact on Consumer Satisfaction at Hilton Hotel

This report investigates the impact of marketing strategies on consumer satisfaction, specifically focusing on the Hilton Hotel. The research begins with an executive summary outlining the study's objectives, which include identifying marketing strategies, evaluating factors affecting customer satisfaction, and analyzing the relationship between the two. The report delves into the research methodology, encompassing research design, approach, philosophy, data collection methods (including surveys and questionnaires), sampling techniques, and data analysis procedures. A literature review provides context by examining marketing strategies, their role in organizations, and the importance of customer satisfaction. The study aims to answer key research questions such as how Hilton implements marketing strategies and how customer satisfaction can be evaluated. The report's findings are based on a review of existing literature, and the report concludes with recommendations for further consideration and future research directions. The research project is structured to provide a comprehensive understanding of the relationship between marketing efforts and customer experiences within the context of the Hilton Hotel.

To Identify The Impact Of
Marketing Strategies On The
Consumer Satisfaction- A Study
On Hilton Hotel

EXECUTIVE SUMMARY
Research is about marketing strategy and customer satisfaction. Marketing strategies
refers to activities which is conduct by company to promote its product and services. Customer
satisfaction refers to an emotion which customer gets from consuming product and services. In
research it is evaluate the impact of marketing strategies on customer satisfaction.
Researcher conducing survey through questionnaire to get information and to solve
problems. Copyright has been done so that information can be protected and duplication. The
company which taken is Hilton which is one of the biggest hotel chain world wide. The
researcher try to find problem from questionnaire and match those information to project report.

Table of Contents
TITLE..............................................................................................................................................4
INTRODUCTION...........................................................................................................................4
1.1 1 Formulate and record possible research project outline specifications..............................4
1.2 Identify the factors that contribute to the process of research project selection..................5
1.3 Undertake a critical review of key references.......................................................................6
1.4 Produce a research project specification...............................................................................8
REASEARCH METHODOLOGY..................................................................................................9
Introduction.................................................................................................................................9
Research design...........................................................................................................................9
Research approach......................................................................................................................9
Research philosophy.................................................................................................................10
Data collection..........................................................................................................................10
Sampling...................................................................................................................................10
Data analysis.............................................................................................................................11
1.5 Provide an appropriate plan and procedures for the agreed................................................11
2.1 Match resources effectively to the research question or hypothesis ..................................11
2.2 Undertake the proposed research investigation ..................................................................13
2.3 Record and collate relevant data where appropriate...........................................................15
3.1 Use appropriate research evaluation techniques.................................................................16
3.2 Interpret and analyse the results in terms of the original research specification.................17
3.3 Make recommendations and justify areas for further consideration...................................21
4.1 Use an agreed format and appropriate media to present the outcomes of the research......22
CONCLUSION ............................................................................................................................23
REFERENCES..............................................................................................................................24
APPENDIX 1 ..................................................................................................................................1

TITLE
To Identify The Impact Of Marketing Strategies On The Consumer Satisfaction- A Study
On Hilton Hotel.
INTRODUCTION
1.1 1 Formulate and record possible research project outline specifications
Overview
Marketing strategy is fundamental process by which company can increase and achieve
competitive advantage. Every enterprise is engaged in marketing activities and they have
different strategies to grow their business. It includes short term as well as long term goals. Firm
is having its different department which is engaged in these activities. Firm take long time to
formulate these strategies (Solomon, 2014). It incurred both cost and time by management. It is
very important to design proper strategies so that decided aims and objectives can be achieve by
an organisation. This concept can help enterprise to understand customer needs and find out their
potential clients. According to customer enterprise implement best marketing methods.
Consumer satisfaction is a marketing concept which indicated how the products and
services of company can meet customer expectations. It is very important concept in marketing.
By this firm can mange its business and make strategies to met customer needs. Business
conduct regular survey to take clients feedback so that they can get an idea what costumers like
and whether current product is able to satisfy their needs or not. An organisation ensure their
goods and services quality and provide best services to customers. Satisfaction is associate which
product quality, price, on time delivery, availability, safety etc. these factors has great influence
on consumers buying (Kapferer, 2012).
Background of the research
The research shows the impact of marketing strategy on costumer satisfaction. The
concept marketing is discuss to brings customer satisfaction. Role of consumers is very
important for growth of an enterprise (Cronin and et. al, 2011). An organisation can achieve
growth if they serve customers in better way. Customers are king of market and they decide the
success and failure of a firm. With marketing strategies company can understand customers
behaviour and their needs. It help business to design and launch product and services which
make customers happy and generate profits for firm. By these strategies more customer can be

attracted. There are different marketing strategies adopt by companies in different situation.
Customer satisfaction is influence by behaviour of clients. This behaviour change time to time
due to different trends take place in market. The enterprise need to take right decision so that
they bring more customers to buy company's goods and services.
Background of the organisation
Hilton hotel is well known brand in hospitality business. It is global brand which operate
its business in many countries. The enterprise is manage by franchise and independent operators.
The brand value of Hilton is very famous. Most of the clients of this hotel are business man who
travel a lot (Nam, Ekinci and Whyatt, 2011). Hilton target customers belongs to higher class.
Clients those who are willing to pay for luxury and comfort they can go for Hilton. They position
they product as luxury with royal services. Hilton future plans are to expand their hospitality
business world wide and gain competitive advantage from other hotels like Marriott, radision,
holiday IIN and others. Company regular innovate its services. Hilton use T.V and local
newspaper to advertise its product. Hilton adopt different marketing strategy in different
countries. These strategies also differ from situation. This company brings new innovation in
hospitality industry and crate standard for other luxury hotel chains.
1.2 Identify the factors that contribute to the process of research project selection
Factors contribute to research project
Research project is incomplete without research problem. Every time some problems are
discuss in research project. Problems are heart of research projects. For solve problem variable is
very important. Each research project is having hypothesis related to problems. These hypothesis
gives relationship between two or more variable according to population.
Problem is defined first in research problem. Researcher explore the importance of
problem, sources of problem and by this researcher considered problem and formulate step to
solve those problems (Mohsan and et. al, 2011).
Following are some of factors considered while making research process. This problem
consist of four P'S.
 People
 Problems
 Phenomena
 Program

To formulate research problem these steps need to be followed.
 Variable are those factors which can be measurable and these have more than one value.
There are types of variable dependent, extraneous and independent variables.
 There are different type of measurement scales such as interval scale, nominal scale,
ordinal scale, ratio scale has been used to sort variables.
 Hypothesis are the statement which provides outcome of research. This hypothesis
represent relationship between two or or more variable. This allow researcher to add
theory so that if this hypothesis proved to be true. The null hypothesis and alternative
hypothesis are two type of hypothesis. This both are very important while doing and
analysing research.
1.3 Undertake a critical review of key references
LITERATURE REVIEW
Marketing strategy
According Orville and walker, (2011). Marketing strategy is plan by which firm can
pursue its objectives and plan how they going to achieve its objectives. According Brodrechtova,
(2013). explains that marketing strategy is guideline which help enterprise to allocate its
resources properly, relates to its environment and achieve its corporate objectives. This generate
great economic value and give firm competitive advantage. In other terms it helps to determine
the nature, strength, direction and interaction between marketing mix- elements.
According to Oliver R.L, (2014) in marketing strategy company target its customer and
segment to whom they want to sell their products. In this they define their product, nature and its
features. By this company identify its USP. This give advantage to an enterprise. Marketing
strategy combine all marketing goals and make one plan. For make good marketing strategy
research has been conducted. So that company offer right product to its right customers. By this
enterprise can achieve maximum profits and sustain its business for longer time. Marketing
strategy is foundation of marketing plan.
According to Lee, (2013) marketing strategy is mainly formulated to achieve marketing
objectives. It gives blueprint to company to attain these marketing aims. It is design after
conducting marketing research. This help organisation to allocate its scare resources effectively
and increase sales.
Role of customer satisfaction in organisation

According to Ganguli and Roy, (2011) customer satisfaction is very important it give
ideas to firm to brings changes in their exiting product and services and innovate it. Customer
satisfaction help firm to earn more revenues and retain clients for longer run. It provide feedback
to firm. It can bring point of difference where company product is better than competitor goods.
It reduce cost to company to promote its product. By this customer life time value also increases
and return also arises as company can easily understand customer needs and wants.
According to Chen and Chang (2012)constant communication with customer is every
important as their opinion can help to solve certain issues. Customer decide which product and
services provide higher value. The concept marketing orientation tells that determine needs and
demand of target market as well as supplying the demand level to satisfy customer needs can
help to gain competitive advantage. Customer behaviour keep changing with time and according
to that their behaviour of buying also changes. Higher customer satisfaction tends to increase
market share of organisation. Firm can do it quality management effectively as they already
know about clients expectations.
According to Malthouse, (2013) define customer satisfaction is a situation which is
experienced by every individual. Every individual compare perceived value received from each
product. While purchasing any product they client compare value of goods to one company to
another.
According to Christopher, Payne and Ballantyne, (2013) satisfaction is negative and
positive feeling of customer which they get from product and services. By this they choose
particular product in particular situation. This felling can attributed to direct reaction by getting
overall services. In customer satisfaction emotional aspect comes into picture. This is emotional
which is expressed by customer when they get satisfied and dissatisfied from goods and services.
Impact on marketing strategy on customer satisfaction
According to Ye, (2011) there are different marketing strategy by which company
promotes its products. This can help enterprise to generate awareness among customers. As
customer get more knowledge about product they can can decide whether they want to buy this
product or not. This can make easy comparison between different companies products and
services.
According Cantallops and Salvi, (2014) to an Enterprise use different strategy at different
situation. When company is launching new product they need to promote their product in adopt

burst strategy the expenditure is very high at initial stage. So these marketing strategy depends
on different situation, product cycle and nature of product.
According to Williams and Naumann, (2011) customer buy product in which they
perceived highest value. They compare different company product and then go for particular
services. Their are different dimensions by which they measure and take decision. These
dimensions can be prices, availability, quality, quantity and others. So company need to make its
product and market its goods so that customer can get all factors and meet their expectations.
While taking purchase decision consumers look after different components and features.
Consumers get knowledge from different marketing strategy. By this employee can member
brand name for longer run. This also help consumers to build image about brand in consumers
mind in which they perceive higher value.
1.4 Produce a research project specification
Research aims and objectives
AIM
To Identify The Impact Of Marketing Strategies On The Consumer Satisfaction
OBJECTIVES
 To identify marketing strategies
 To evaluate factor affecting costumer satisfaction
 To analyse the impact of marketing strategies on the consumer satisfaction
Research questions
Q1. What is marketing strategy and how Hilton hotel practising it?
Q2. Who costumer satisfaction can be evaluated?
Q3. What is impact of marketing strategy on consumer satisfaction?

REASEARCH METHODOLOGY
Introduction
Research methodology is used to collect data by which an enterprise take business
decisions. This methodology can include interviews, publication research, interviews and other
techniques. By this company can collect historical and present information. This approach is
used by investigators to collect information about different topics. This research can be related to
issues faced by an enterprises. There are different method to conduct research. So firm choose
most appropriate technique so that they get effective results. The topic can be differ according
problems. In this report the research has been done to see the impact of marketing strategy on
customer satisfaction. In this investigator adopt various method to see whether marketing
strategy of Hilton hotel is successfully satisfied consumer needs or not.
Research design
Research design is an instrument by which make and prepare structure so that they can
collect accurate and relevant information. This help company to take appropriate decision by
which they can improve their marketing strategy and achieve their goals effectively. There are
many ways by which research can be design. Descriptive research design method: By this
method company can find related participant to get information and this information can be
further analysed. Experimental: this method gives all the aspects of which are related to
experiments. Correlation: In this method investigators try to establish relationship between two
or more variables.
In this research the descriptive method is adopted by researcher as it is most suitable for
this scenario. This effective tool to carry out this proposal.
Research approach
Research approach is technique by which research can attain all objectives of research
project. There are mainly two approach which are used by researcher. These approaches are
inductive and deductive. In inductive method in which company can introduce new theories and
principal in proposal study. By this company can able to perform its plan effectively and get
accurate results. Deductive help enterprise to use proper hypothesis in research method. This
approach is used because theories and principal which are formed can be properly implemented.

Research philosophy
Research philosophy is a concept which help enterprise to understand exact points of
people so that particular issues can be solved. Their are two element which comes under
Research philosophy are interpretivism and positivism. Interpretivism concept includes
perception of several customers. The decision is taken by evaluating the perception of various
people. In interpretivism approach it includes mathematical and numerical models.
In this research company is choosing interpretivism approach so that the problems and
issues can be effectively solved and attain.
Data collection
Data collection is a process in which researcher collect information and aligning all data
in systematic ways. In which researcher can prepare proper answer so that they can give answer
for the question raise in research. This help an enterprise to get accurate data for further
procedure. There is different data which is collected by firm according to their issues. Data can
be collect in two ways: primary data and secondary data. Primary data are those data which is
going to collect first time. It is not conducted before. This data is fresh and collected by
researcher. It can be collected by survey, questionnaire, observation, survey etc. secondary data
is data which already their. Secondary data is collected in indirect ways. Secondary data can be
collected by journals, books and articles. In this research project company can use both
secondary and primary data so that they can get accurate information.
Sampling
Sampling is a procedure by which statistical analysis can be done. In this company
choose sample from target population and collect data which is required. This help to understand
things which are mainly related to target population. Their are different kind of sampling
method. These method help researcher to do research. Some of sampling methods are: random
sampling- it is best method in which is used by many researchers. In this the group of people can
randomly choice by researcher to do survey. Their is bias in this type of sampling. Stratified
sampling: in this researcher find different kind of people that are make target population.
Systematic sampling: it is probability sampling method in which large members are selected by
random point and by fixed interval. In this research investigator is using random sampling so that
problem can effectively solved.

Data analysis
This is one of the tool which is used to analyse the data which is collected by by
researcher. To collect this information researcher need to adopt various steps and also use proper
methodologies. There are two types of data that are qualitative and quantitative. Qualitative
refers to collecting data from primary sources like survey, questionnaire, observation and others.
While in quantitative methods graphs and numerical figures are used. In this research researcher
is using qualitative method as this study is very sensitive and it need to analysis very aspects.
Qualitative method is chosen because it is very supporting to solve this particular situation and
issues.
1.5 Provide an appropriate plan and procedures for the agreed
Gantt chart
Gantt charts
ACTIVITY / WEEKS 1 2 3 4 5 6 7 8 9 10 11 12
Research proposal
Literature review
Aims and objectives
Research methodology
Collection of data
Analysis of data
Choosing the best alternative
Submission
2.1 Match resources effectively to the research question or hypothesis
The resources which are used to collect information are questionnaire, books and
journals. This study meet all ethical standards. All rules and regulation are followed while
preparing this research (Sashi, 2012). Selected Population are treated equally and proper question
as been design to ask these customers. It is not allowed to lead customers in particular response
while having survey. The question which are design should be on particular topic. The

questionnaire should be design in simple manner. If researcher is asking any on marketing
strategy they need to first explain meaning of marketing strategies. It should be proper format.
The questionnaire and books are used in this research because according to topic it gives
accurate information (Rego, Morgan and Fornell, 2013). There are some legal roles and
responsibility which researcher need to fulfil. For this they following certain principals and these
principal are given below.
Principal 1: research should protect participant interest
 Gained required information from participants
 Interest of vulnerable group should be protected
 Give assurance of confidentiality of informations
 Maintain privacy among participants
 Provide equal treatment to all consumers.
Principal 2: Cooperation with law
 Give data security
 Establish ownership of data by intellectual property
 Using legal method while conducting research
principal 3: Beneficence of research
 Determine the value of conducting research
 Research should have qualification and experiences to conduct research
 Should use correct research design
 Should be open in front of colleagues and funding agencies.
Principal 4: Safety
 Researcher should protect participants from any kind of risk whether it is physical harm
or psychological.
If any risk take place or any losses incurred by customer then research is liable for that. In
this research all data is equally treated and give respect to every one opinion. Some of customers
are not willing to answer the question there is no forces on them. Researcher follow all rules and
regulation while conducting research (Lee, Jeon and Kim, 2011). The information which is
collected is properly analysed so that each and every respondent answer should be given same
importance.