Hilton Hotel's Marketing Information System: A Detailed Report

This report provides a detailed analysis of the marketing information system (MIS) used by Hilton Hotels, focusing on its application within the UK. The report begins by defining marketing strategy and its importance in achieving a competitive advantage, using Hilton Hotels as a case study. It then delves into the MIS, explaining its role in gathering, storing, analyzing, and distributing marketing data to support decision-making. The core components of the MIS are explored, including internal records, marketing intelligence, marketing research, and marketing decision support systems. The report highlights how Hilton utilizes these components to collect information, analyze market trends, solve marketing problems, and make effective decisions. The analysis emphasizes how Hilton achieves effectiveness through its MIS by gaining insights into market trends, managing customer profiles, analyzing buying behavior, and fostering strong communication with guests. The report concludes by summarizing the reasons for the effectiveness of the MIS in driving profitability and competitive advantage for Hilton Hotels, including its ability to improve decision-making, reduce workload, and save time.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing strategy is used as a planning tool for forward looking and long term approach
in order to attain fundamental goal to achieve a sustainable competitive advantage (Rao-
Nicholson, & Khan, (2017). Here in this report Hotel Hilton and resorts of UK are taken for
better understanding of the report. Hotel Hilton is one of the largest branded hotel of the world.
The hotel has their properties in different territories and countries of the world in which there are
almost 14 hotels in central London, UK (Asseraf, Lages, & Shoham, (2018, June). This report
will lay emphasis on Marketing information system use by Hotel Hilton along with their
components. The report will also describing about effectiveness of Hotel Hilton by using
Marketing information system. The report will highlight the reasons for effective use of
Marketing information system in Hotel Hilton.
MAIN BODY
Marketing information system designed to provide support to decision making regarding
marketing. This system gathers, stores, analyses marketing data and distributes it to managers as
per their need on regular basis (Kilenthong, Hultman, & Hills, (2016). The Marketing
information system use by Hotel Hilton in UK deals with interaction of structure which mainly
includes equipment, procedure and people in order to sort, evaluate, gather, distribute and
analyze in accurate and timely manner for the use of marketing decision makers of the Hilton
Hotel to improve their planning of marketing as well as implementation and control. The
Marketing information system provides many information related to marketing to Hotel Hilton
marketing managers (Hanson, & Yuan, (2018).
The role of Marketing information system for Hotel Hilton is to provide information
which is required by managers of marketing which will help them in decision making. There are
four components of marketing information system as a marketing tool, communication and
information gathering (Toscani, Tosin, & Zanella, (2018). They are internal record, marketing
intelligence, marketing research and marketing decision support system.
Internal record is first component of Marketing information system. The managers of
Hotel Hilton and resorts gets huge amount of information from their internal records. The
information about cost inventories, sales, cash flow, account payable and account receivers are
analyzed by Hilton marketing managers for getting current information (Altstiel, Grow, &
Jennings, (2018). Also, the hotel is able to access fast and reliable information by using internal
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records of Hilton. The managers can make efficient and quick decisions for marketing by proper
analyzing of these records. Second component is Marketing intelligence which is used by Hotel
Hilton. The hotel collects and gather relevant information from some external sources. The
information gathered are generally in respect of changing condition and marketing current
environment. The hotel collects information from trade journals, magazines, commercial press,
etc (Toscani, Tosin, & Zanella, (2018). Also, the marketers of Hotel Hilton collects
information about current market trends for enhancing their growth in the industry of hospitality.
Then the managers decision making and formulation of policies are analyzed after proper
collection of information from external sources in Hotel Hilton and resorts.
The third component of Marketing information system is Marketing research. This
research is executed to solve the numerous marketing problem of Hotel like Hilton. The data of
problem is collected first and then analyzed properly. After that conclusion of the problem is
drawn from the research (Parekh, Kapupara, & Shah, (2016). The researchers of Hotel Hilton
after using this marketing tool provide recommendation for solving the problem of Marketing.
Therefore, Hilton is able to make effective and efficient decision making and lead to growth of
Hotel Hilton in hospitality industry and to attain a competitive advantage it is necessary for
hotels like Hilton to solve their problems by executing a marketing research (Altstiel, Grow, &
Jennings, (2018). The last component is Marketing decision support system. This tool is mostly
adopted by the Hotel Hilton mangers for effective decision making regarding marketing of their
hotel. They analyse the data which is relevant for marketing through a computer software
program. This software enables the hotel to make quick and better decisions (Wu, Chiang, &
Chang, (2018). The marketing managers of Hotel Hilton uses these software for market
segmentation, budget for advertisements and also in price fixing.
The marketing information system is important for the Hotel Hilton and resorts for
gathering and collecting relevant information which can use by them in their quick and efficient
decision making (Kubacki, Dietrich, & Rundle-Thiele, (2017). By Marketing information
system, the Hilton is able to get proper and appropriate trends of market. The Marketing
information system is also important for Hotel Hilton and Resorts for attaining growth and to
attain profitability by using limited resource and expenditure. The Hotel is also gaining
competitive advantage against other rivalry hotels of London (Toscani, Tosin, & Zanella,
(2018).
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By the help of Marketing information system, the hotel is able to manage profile of
customers which needs to be maintained for analyzing habbit and spending pattern of the Guest
arrive at Hotel Hilton. The information regarding sales is also measured and analyzed properly
with the help of Marketing information system. The managers of marketing able to make quick
and appropriate decisions by using Marketing information system in Hotel Hilton and resorts
(Hanson, & Yuan, (2018). The Hotel Hilton is attaining effectiveness by getting proper update
of market trends and make decision regarding marketing in that way to attract more number of
customers and to increase their profitability. The managers of Hilton enables to share
information with other members in order to work virtually together which reflects synergy in
Hotel and saves time of members of Hotel Hilton (Wu, Chiang, & Chang, (2018). The Hotel
gathers information from internal and external source and make decision after drawing
conclusion from the research. This enable Hotel Hilton to attain effectiveness in decision making
and also they are making appropriate decisions which enables Hotel Hilton to attain growth and
profitability. The hotel also analyses buying behaviour and priorities of guests arrive at Hilton
and also ask them about trends which entails a strong communication between them. Therefore,
by analyzing buying pattern of guest Hotel achieve effectiveness by making their decisions
regarding trends. Also, the communication flow between hotel managers and guests enhances
their relationship.
The marketing plan of Hotel Hilton and Resorts is formulated on the basis on Marketing
information system which reflects high level of accuracy and it saves time of planners which
they used to waste in checking accuracy and reliability of data (Asseraf, Lages, & Shoham,
(2018, June). Therefore, the Marketing information system reduces work load of Planners and
managers of Hotel Hilton. Data used by Marketing information system can be kept for several
time period is the greatest effectiveness of using this system in Hotel Hilton. The Hotel saves
their data for huge period of time and analyse the data whenever needed by Marketers (Wu,
Chiang, & Chang, (2018). The Marketing information system uses less space in keeping huge
data and thus reflects effectiveness and efficiency working of Managers of Hotel Hilton.
Yes, from the study of growth attaining at Hotel Hilton it has been analyzed that Hotel is
attaining effectiveness by using Marketing information system for marketing, communication
and information gathering (Jeffery, & Mishra, (2017). Following are the reasons for which Hotel
Hilton is attaining effectiveness by using Marketing information system. The Hotel is achieving
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reputation among their guests and rest of the world because of Marketing information system. As
the Hotel keeps in consideration of customer's dislikes, likes, buying pattern, market trends for
achieving effectiveness and competitive advantage in hospitality industry (Kubacki, Dietrich, &
Rundle-Thiele, (2017). Also, the hotel gather information from both internal and external source
which reflects their eagerness to attain growth and increase profitability by marketing according
to the conclusion which is drawn by the managers of Hotel Hilton.
CONCLUSION
This report was all about marketing strategies. Here in this report all the discussion was
in correspondence with Marketing information system. The report was covered all the
implication of task ascertained for marketing in the Hotel Hilton and resorts. This report begins
with explaining Marketing information system and their usage in the Hotel Hilton, London. Also,
this report was explained about components of Marketing information system where there were
four components elaborated. After this, effectiveness of the Hotel Hilton after usage of
Marketing information system in their business was discussed. In this, it has been observed that
Hotel Hilton is gaining profitability and also attaining competitive advantage by using these
Marketing information system. At last the report was all about reason for effectiveness in Hotel
Hilton by the use of Marketing information system.
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REFERENCES
Books and Journals
Altstiel, T., Grow, J., & Jennings, M. (2018). Advertising creative: strategy, copy, and design.
Sage Publications.
Asseraf, Y., Lages, L. F., & Shoham, A. (2018, June). Stimulating Decision-Making Behavior
and International Marketing Performance: An Abstract. In Academy of Marketing Science
World Marketing Congress (pp. 749-750). Springer, Cham.
Hanson, S., & Yuan, H. (2018). Friends with benefits: social coupons as a strategy to enhance
customers’ social empowerment. Journal of the Academy of Marketing Science. 46(4).
768-787.
Jeffery, M., & Mishra, S. (2017). Sony-FIFA Partnership Marketing Program: The Value of
Sponsorship. Kellogg School of Management Cases. 1-18.
Kilenthong, P., Hultman, C. M., & Hills, G. E. (2016). Entrepreneurial marketing behaviours:
impact of firm age, firm size and firm’s founder. Journal of Research in Marketing and
Entrepreneurship. 18(1). 127-145.
Kubacki, K., Dietrich, T., & Rundle-Thiele, S. (2017). Segmentation in social marketing: why
we should do it more often that we currently do. In Segmentation in Social Marketing (pp.
1-6). Springer, Singapore.
Parekh, D., Kapupara, P., & Shah, K. (2016). Digital pharmaceutical marketing: a
review. Research Journal of pharmacy and technology. 9(1). 108.
Rao-Nicholson, R., & Khan, Z. (2017). Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing
Review. 34(1). 138-158.
Toscani, G., Tosin, A., & Zanella, M. (2018). Opinion modeling on social media and marketing
aspects. Physical Review E. 98(2). 022315.
Wu, S. J., Chiang, R. D., & Chang, H. C. (2018). Applying sentiment analysis in social web for
smart decision support marketing. Journal of Ambient Intelligence and Humanized
Computing, 1-10.
Online
Marketing information system. 2017. [Online]. Available through :
<https://www.marketing91.com/mis-marketing-information-system/>.
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