Marketing Analysis: Roles, Mix, and Objectives at Hilton Hotel

This report provides a detailed analysis of the marketing strategies employed by Hilton Hotel. It begins with an introduction to the importance of marketing in the hospitality industry and provides an overview of Hilton Hotel's background. The report then delves into the key roles and responsibilities of the marketing function within the organization, outlining the marketing process and its impact on customer satisfaction. It also explores the interrelationship between the marketing department and other departments like Human Resource, Production, Finance and Research, highlighting how these departments work together to achieve organizational goals. Furthermore, the report examines the marketing mix (Product, Price, Place, Promotion) used by Hilton Hotel to achieve its business objectives and includes a comparison with Marriott. The report concludes with a brief overview of the marketing plan to meet business objectives for a hospitality organization. The report provides valuable insights into Hilton Hotel's marketing strategies, offering a comprehensive understanding of how the company builds strong customer relationships and achieves its business goals.

Hospitality Marketing
Essentials
Table of Contents

INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1. Key roles and responsibilities of marketing function within a selected hospitality
organisation............................................................................................................................4
P2. How roles and responsibilities of marketing relate to wider organisational context.......7
TASK 2............................................................................................................................................8
P3. Marketing mix to achieve business objectives.................................................................8
Value and Importance of Marketing Role in Hilton.............................................................10
TASK 3 ........................................................................................................................................11
COVERED IN PPT..............................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is one of the important tool within modern business organisations. Generally it
involves demands of customers, better understanding of marketplace, make effective relations
and provide better quality of goods and services to customers. Whereas, marketing in the
hospitality industry is necessary, in an kind of business marketing plays crucial role in order
build a brand new product that attract the consumers most. Hospitality industry always made for
tourism in order to provide different types of accommodation and facilities to people at various
level. By having effective marketing industries hospitality industry can build strong relationship
with customers. This assignment is based on Hilton Hotel which is hospitality industry and was
formed in the year of 1919 by Conrad Hilton. It is headquartered in McLean, Virginia, U.S. This
is global brand and offer various facilities for customers (Usui, 2019). Further discussion will be
based on role of marketing with its interrelation within hospitality organisation. Marketing 7P'S
will get covered in order to achieve organisational objectives. At last, marketing plan to meet
business objectives for a hospitality organisation will get discussed.
TASK 1
P1. Key roles and responsibilities of marketing function within a selected hospitality
organisation.
Marketing is the combination of different activities which is organised by a specific firm
or business to meet organisational goals and exchanging overall ideas about good and services
provided by them to consumers.
Concept of marketing:
Marketing always concerns about various philosophies by which an organisation should
measure overall needs and demands of customers and take appropriate decision to satisfying
their desires (Othman and et. al., 2019).
Current and future trends of marketing:
During the competitive era, overall process of marketing is changing day by day. By
changing time, firms can give better facilities to customers. As per the current examination it has
been concluded that Hilton Hotel is using print media for marketing activities. It mainly involves
magazines, newspapers, pamphlets and so on. On the basis of this respective firm will be able to
promote their hotel services effectively. Along with this, marketing department of Hilton hotel
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will adopt various social network channels and platforms for better future to gain unique
strategies for achievements. By having strategies from social media they can easily attract large
number of customers across the globe within the short period of time. Therefore, these tools and
strategies will increase more productivity of firm as well as enhance marketing share of
respective hospitality organisation.
An overview of the marketing process:
For influencing demand, interest and requirements of customers as well as marketing
process which is used by Hilton hotel (Marčeková, Šebová and Pompurová, 2019). There are few
steps to better underpinning of marketing process, explained below:
Fist step: As per this first step, management team of Hilton Hotel evaluates all
opportunities externally within marketplace. It involves needs, demands and desires of
customers.
Second step: After evaluating overall opportunities at market Hilton target those areas by
which they can get better results. Moreover, they also categorised customers as per their services
provided by them effectively.
Third step: After analysing target market, marketing team of this organisation
formulates unique marketing plan for promoting their overall services to targeted and potential
customers.
Fourth step: At last, firm execute on their formulated plan or strategies for better
promotion of their overall services in market.
Hilton Hotel is a US based hospitality organisation which provide high quality of goods
and services to their customers globally. Respective firm also offer exclusive discounts and
amenities like digital check-in, Wi-Fi, keyless entry and so on. Along with this, Hilton hotel
conducting guest loyalty programmes in order to gain effective feedback from consumers. As per
this scenario, this can be said that marketing department of this industry perform various
functions in order to survive for long period of time at marketplace. With the help of this they
can make huge potential customers properly. There are several functions of marketing
department in context with organisation, are mentioned below:
Marketing information:
It is very important function, where marketing department of Hilton Hotel evaluates
entire activities of market fore the aim of analysing consumer's needs and demand. Therefore, it
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consist both internal and external factor to increase growth of an organisation. In context with
Hilton Hotel, marketers always focuses on customer's needs or desires so that they can bring
some changes accordingly. With the help of this they can easily categorised customers at
marketplace.
Financing:
Finance is one of the best activity which is commonly used by marketing department. For
instance, marketing manager of Hilton Hotel offers card facilities to their everyday customers, so
that they can stay happy or able to give good feedback (Öztürk and Batum, 2019). Additionally
they also give negotiation on price to customers. By giving pricing negotiation and card facilities
they can build effective relationship with consumers and able to enhance their sale and revenue
at higher level.
Market Planning:
In this function the main purpose of marketing manager is to make unique and effective
plan with the motto is to achieve targeted objectives within the short period of time. In reference
with Hilton Hotel, manager always make unique strategies to achieve predetermined goals for
better future.
Product designing and development:
According to this function, marketing generally focuses on their team in order to
formulate unique products for gaining better attention from large number of consumers. In
context with marketing department of Hilton Hotel, they always concentrates on their workers to
analyse needs of consumers. Together with marketing department also guide workers of this
hotel and give them few suggestions about size, shape, scope, design, which they offer to their
consumers.
Exchange functions:
As per the present scenario, Hilton Hotel determine needs and wants of consumers.
Whereas, marketing team evaluates overall condition of market (Sattigeri, 2019). By observing
overall condition of market they can easily produce effective products to consumers. Along with
this, function includes sample distribution, advertisement, sales promotion and so on. Therefore,
this function will be more helpful for them to increase firm's sale or productivity.
Distribution channel:
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According to this function of marketing department distribution and transportation al
channels are used by marketing teams for best supplying goods and services to end consumers.
In context with Hilton Hotel, they used offline and online marketing channels to develop
awareness towards this hospitality organisation. By using these sort of marketing activities they
can promote their services to customers and able to gain potential customers.
From the above mentioned details, it has been observed that marketing functions plays
very important role towards increasing overall growth of an organisation. On the basis of this
they can earn huge profit and able to fulfil customers needs and wants.
P2. How roles and responsibilities of marketing relate to wider organisational context.
In order to maintain sustainability and growth of an organisation at marketplace,
marketing department is much essential (Reisenbichler and Reutterer, 2019). According to
Hilton Hotel, marketing department is is interrelated with other department of an organisation to
accomplish customers needs and wants. There are interrelationship of various departments,
mentioned below:
Marketing and Human resource:
Human resource plays an essential role in every business firm. This department is directly
connected to marketing department of Hilton Hotel. It helps them to promote their services to
potential customers. By having good brand image as well as goodwill they can attract large
number of customers and able to give job opportunities as well. So that both department are
interrelated as both work to attract candidates and provide facilities for them.
Marketing and Production:
Marketing team of Hilton Hotel is always interconnected with production team, because
with the help of this this firm will be ready to manufacture services as per their customers needs.
After this marketing department communicate all wants or desires by which they can bring
innovative modification in their services (Jovanov and et. al., 2019). Additionally, this
hospitality organisation gives discounts on room booking during the time of festivals. It will
definitely enhance company's value in front of their customers appropriately. Therefore, it shows
that both departments are interrelated and able to achieve predetermined goals towards the firm.
Marketing and Finance:
As per this marketing department and finance department are interrelated and help firms
to enhance their profitability by facing competitive analysis at marketplace. There are so many
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customers who will be attract among Hilton Hotel as they offered luxuries rooms with huge
facilities. By maximising sales and customers of company will automatically increase unique
brand image in market. Together with, finance department will be able to distribute funds to each
department for performing better functions. So marketing department is already connected with
finance team so that they can easily develop innovative things to promoting business at large
scale. Therefore, both are interrelated and able to achieve organisational goals.
Marketing and Research:
According to the research department, organisations will be able to collect different types
of information which will help them to promote their products at various level in marketplace.
By having collected information, Hilton Hotel can easily find out needs and wants of customers.
At the end effective plan of marketing is developed by marketing department to influence
customer's needs and desires accordingly (Ganjre, 2019). It also develop awareness in consumers
towards brand. With the help of this marketing team can easily present their overall services and
able to attract huge customers in marketplace. It shows that department are interrelated with each
other.
TASK 2
P3. Marketing mix to achieve business objectives.
Basis Hilton Marriott
Product This hotel offers huge variety
of hospitality services
worldwide. Along with this
hotel deals with various goods
and services like it gives
luxurious rooms with fine
dining, conduct honors
programs for special services
to customers.
It is one of the best recognized
luxury hotel across the globe.
The core product of this
hospitality industry are divided
in 3 parts like actual, core and
augmented with several
services like resorts, lodgings,
hotels and so on. Together
with it has good locations for
their every hotel and branches.
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Price This strategy is based on
different types of hotels
through Hilton group serves
for the particular purpose.
Therefore, prices are different
at different level. But it is quite
expensive and satisfy
customers needs and wants.
Prices of this hotel always
varies with different locations,
customers and hotels.
Therefore, the main motto of
this organisation is to deliver
right products at right price.
Place This hotel presence 103
countries with more than 5100
properties across the globe
(Febriansyah, 2019).
Therefore, it is always select
kind of place which is suitable
for customers and provide
them better facilities as well.
It has lots of branches of their
hotel in various places across
the city like near by highway,
airport, central market etc. so
that they have advantage to
gain better business profit
efficiently.
Promotion This brand is well known
brand within the hospitality
sector, so for better promoting
their channels they
collaborated with different
restaurants, payment banks
and so on. So that they can
easily promote their overall
services in marketplace.
This firm always concentrates
on its digital promotions by
which they can clearly
showcase their different goods
and services in marketplace.
Along with this, they also used
various advertisement, social
sites, videos and so on to
attract new customers.
Physical Evidence This hotel has very good
image from the entire world.
So that the booking chains of
this hotel reaches to customers
within marketplace. This is
Marriott hotels mainly build
huge physical evidence. There
services are mostly intangible
but this hotel gives great
ambience to customers and
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because it provide different
services at several locations.
they give return good feedback
to hem.
People This business always target
potential customers first. In
order to main loyalty this firm
needs to maintain their overall
services for more better image
in front of people.
This hotel knows the
importance of their guests so
that make unique strategies for
people and delivering its
services on time to its
customers. It increase
customers satisfaction and
develop loyalty in consumer's
mind towards brand.
Process The process of Hilton hotel
always considered as one of
the best management hotels
chain globally. For their
process they always used
distribution system, service
flows and booking via several
web portals to increase
revenue.
Marriott has various business
processes in so many places.
Along with ensures better
quality to customers services.
So process is easy to judge,
operate, see and customers can
easily online booking their
selected rooms.
Value and Importance of Marketing Role in Hilton.
Marketing is an important role not only in Hilton Hotels but also in other companies as
well. The reason behind the importance of this role is because of knowledge that it provides
about the needs and demands, tastes and preferences of customers which it provides to company
is the main reason behind the importance of this role (Larsson and Jakobsson, 2019). Further,
this role also works as a link in between the organisation and the customers as well. So this role
plays an important role in the organisation and is of great importance to Hilton Hotel as well. It
also provides value to the organisation because mere identification of needs is not only the work
but the fulfilment as well which is based on the role of marketing. When properly identified, it
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will provide the Hilton with positive impact because this will provide customers with improved
satisfaction and will increase the revenues and income of company. So in this way, the
following role is important and provides value to the companies such as Hilton Hotel.
TASK 3
COVERED IN PPT
CONCLUSION
From the above assignment it has been analysed that, marketing is the best concept for
every business by which firms can make unique strategies in order to promote their goods and
services at large scale. Further it has been concluded that marketing process helps business to
achieve their predetermined goals to increase sales and revenue. Additionally, there are different
types of marketing functions by which hospitality organisation can achieve its objectives. With
the help of marketing plan firms can easily implements on new techniques or strategies to gain
better competitive marketing analysis at marketplace.
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