Marketing Essentials for Hospitality: Hilton Hotel Analysis and Plan

This report provides a detailed analysis of marketing essentials within the hospitality industry, specifically focusing on the Hilton Hotel. It begins with an introduction to marketing and its significance, followed by an examination of the roles and responsibilities of the marketing function within Hilton, including market research, product development, and distribution. The report explores how these roles relate to the wider organizational context, considering both internal and external environmental factors. It then analyzes the roles and responsibilities of marketing within the context of the marketing environment using PESTLE analysis. Furthermore, the report examines the inter-relationship between marketing and other functional units such as finance, HR, and R&D. The report also includes an analysis of how different hospitality organizations apply the marketing mix to achieve business objectives and concludes with the production of a basic marketing plan for a hospitality organization to meet marketing objectives.

Marketing Essentials for Hospitality
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Roles and responsibilities of marketing function within Hilton hotel.........................................3
Ways in which roles and responsibilities of marketing relate to wider organization context.....5
Analysis of the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................6
Analysis of the significance of the Inter-relationship between marketing and other functional
units in Hilton Hotel....................................................................................................................7
Critical analysis of the key elements of the marketing function and their interrelationship with
other functional units within Hilton Hotel...................................................................................7
Conclusion...................................................................................................................................8
TASK 2............................................................................................................................................8
Ways in which different hospitality organizations apply the marketing mix to the marketing
planning process to achieve business objectives.........................................................................8
Produce a basic marketing plan for a hospitality organization to meet marketing objective....11
REFFERENCES............................................................................................................................14
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INTRODUCTION
Marketing essential is based on the concept for advertising, publicity and sales techniques,
which mainly used for promotion of products and services. In Another way, it is one of the most
important aspect of business success for defining the overall productivity as well as profitability
in marketplace. Hilton is a leading brand of full service hotel and resorts, providing the best
quality of accommodation service to their potential consumers. The organization was founded by
Conrad Hilton in 1919. The documentation will described about the key roles and responsibilities
of marketing function within hospitality organization. It will compare the different ways in
which different organizations, applying the suitable marketing mix to perform the planning
process to achieve desirable goal and objective. Furthermore, the report will produce the
marketing plan for organization in order to meet the expectation level of potential customers.
TASK 1
Roles and responsibilities of marketing function within Hilton hotel
In Hilton hotel, Marketing function can be defined as role of enterprise in which help for
identifying the authenticate source, potentially successful good and service in marketplace.
Marketing plays a vital role in Hilton Hotel. In order to maintain its brand image, enhance
knowledge and understanding of its customers about products and services offered by them.
Building a bard though marketing also helps them in attracting more number of customers and
maintain loyalty of their customers towards the brand. Hilton hotel can be performed the
different functions such as marketing research, development process, customer service and
promotions etc. Each and every functions involves different responsibilities of Hilton hotel
(Elsharnouby and Elbanna, 2020). It is always support for increasing the overall business
productivity as well as profitability in marketplace. Some of the main roles and responsibilities
of marketing functions within Hilton Hotel are as follows:
Market research
In Hilton hotel, the primary responsibility of marketing manager is to promote the various
kind of good and service in global marketplace. Marketing manager can perform the different
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operations to acquire more information related the goods and service (Elsharnouby and Elbanna,
2020). Generally, it will be doing market research to identify latest trends. In order to evolve the
knowledge about expectation of client which can make change on the production function. This
will help for satisfied the potential customer demand in Hilton hotel.
Creating product promotional channels
It is another important part for organization whereas marketing manager is always keep
to record interest of potential client through different advertisement and promotional activities.
Hilton hotel can be used the online website to provide the accurate information about the product
as well as service of potential client (Şanlıöz-Özgen and Kozak, 2020). In this way, it is also
developed own understanding towards promotional channel in order to build a good relationship
with client. The promotional activities are considered as essential for marketing manager as help
Hilton hotel in competing with other market competitors.
Product development and management
On the basis of market research, marketing manager has improved the production process
of Hilton hotel. In this way, it can be produced high quality of product in cost effective manner
(Şanlıöz-Özgen and Kozak, 2020). In Hilton hotel, manager is responsible for identifying latest
trends and also implementing the suitable product function. Therefore, it can be achieved the
desirable goal and objective. Another way, it is helping for Hilton hotel to gain competitive
advantage over market competitors.
Distribution of goods and services
It is one of the main and primary function of marketing which is focused upon by Hilton
Hotel. There are four main elements of marketing mix: product, price, place and promotion.
Distribution of goods and services is related to place element of marketing mix (Yadav, Dokania
and Pathak, 2016). Main role of this marketing function in Hilton hotel is to make final products
and services available to their customers. Distribution of goods and services helps Hilton hotel to
satisfy needs of their customers by offering goods and services to them as per their need and
desire.
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Ways in which roles and responsibilities of marketing relate to wider organization context
Marketing functions are similar for both B2B and B2C type of organizations. For both
the type of business marketing functions remain the same i.e. public relation, advertising etc.
Marketing functions can help an organization in achieving their desired organizational objectives
in relation to B2B and B2C (Matheson, 2017). These marketing functions helps an organization
in development of an effective marketing strategy. Roles and responsibilities of marketing relate
to wider organizational context in term of both internal and external environment. It is important
for organizations to focus upon both internal and external environment because it can directly
influence marketing decisions of the company.
Internal environment
Internal environment focuses upon conditions or surrounding within the boundary of an
organization. It mostly focusses upon elements that exist within an organization like physical
resources, financial resources, human resources etc. These are these factors upon which an
organization has full control (Othman and Hafez, 2019). Based upon these resources, an
organization create and deliver valuable products and services as per the needs and requirement
of their customers. In terms of internal environment, roles and responsibilities of marketing helps
an organization in bringing improvement within their current product and service as per the
needs and requirements of their customers. It basically helps organizations like Hilton to
understand their customer’s need and deliver products and services as per current market
offering. Marketing also helps an organization in identifying future needs of their customers so
that they can bring improvement within their products and services as per the changing need of
their customers.
External environment
External environment helps an organization in understanding their current market
competitors, suppliers, current and potential customers in a proper manner. It can also be said
that external environment focuses upon factors outside scope of an organization. An organization
has no control over upon external factors and its impact upon organization. Role and
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responsibilities of external environment of marketing in terms of wider organizational context is
to provide brief analysis of external macro factors that can impact business of an organization
both positively and negatively (Martensen and Mouritsen, 2017). Marketing process of Hilton
also include analysis of impact of external environmental factors so that they can understand
their current competitors who give then a tough competition. It further helps then in identifying
their current customer base so that they can focus upon them and provide excellent and high-
quality products and services to them. Not only this, it further helps Hilton to identify their
potential customers upon whom they can focus upon so that they can enhance their customer
base.
Roles and responsibilities of marketing in organizational context of Hilton relate in
following manner: Marketing has strong relationship with front office because interaction of
front office with customers helps them in identifying changes that are required to be brought of
additional needs and requirement of customers required to be focused upon. This information
gained by front office of Hilton is communicated to marketing department so that they can bring
required changes within their marketing strategies. Marketing also relate to housekeeping as
marketing helps housekeeping of Hilton in understanding quality service and cleanliness
standards that are required to be maintained by them.
Analysis of the roles and responsibilities of marketing in the context of the marketing
environment
Roles and responsibilities of marketing in terms of marketing environment can be
explained with the help of PESTLE analysis. PESTLE analysis helps an organization analysing
impact of its external environment on marketing plan of company.
Political: Hilton comply will all kinds of trading laws that includes import of required raw
materials for delivering excellent and high- quality products and services and per the updated
trading legislation (Le Meunier-Fitzhugh and Massey, 2019). Hilton comply with all main
legislation, and regulation while developing marketing strategies. One of the main role of
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marketing function is to identify acts and laws that are applicable on marketing strategies and
can impact overall success of their strategy or plan.
Economic: Due to Brexit overall economy of UK has been impacted that has directly impacted
Hilton and their operations in UK
Social: Current Covid-19 situation has changed need and preferences of customers like today
customers prefer contact less service, online payment, sanitized rooms etc. Due to this marketing
strategy of Hilton has also been changed.
Technological: Hilton has adopted advance technology like chatbots for enhancing overall
customer experience of their customers, guest or clients (Dadzie and et. al., 2017). Adoption of
advance technologies has helped them in creating a technological environment which further
helps them in gaining competitive advantage.
Legal: Hilton follows all the legal acts, regulations properly as it helps them in running their
hotel in an ethical manner and also helps them in maintaining positive image in front of their
customers.
Environment: Hilton focuses upon using renewable energy like solar energy for geyser. This
has helped them in attracting a greater number of customers who prefer products and services
that are environment friendly.
Analysis of the significance of the Inter-relationship between marketing and other functional
units in Hilton Hotel
All the marketing functions work closely with other functional units of Hilton Hotel.
Finance department: Contribution of finance department in hotels is high and when their work
with other functional departments they provide various kinds of benefits to organizations.
Without finance department it is extremely difficult for Hotel to develop effective marketing
plan which is within budget, implement cost effective strategies etc. For example, marketing
department of Hilton work closely within finance department because marketing department
need finical or economical resources for planning and impending marketing strategies and for
this, they need to coordinate with finance department (Jackson and Ahuja, 2016).
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Human resource department: HR department also work closely with other departments of hotel
because they need to develop strategies for motivating employees, recruiting employees and
providing training to them. HR department closely work with Finance and marketing department
because they need to recruit correct and talented employees, devising marketing plan and
achieving desired aim and objectives. HR department helps them by hiring talented candidates
who can fulfil their needs and requirements. HR department in Hilton plays a vital role because
they help them in motivating their employees so that they can work on enhancing their
performance in order to achieve main aim and objectives.
Research and development department: Research and development department also coordinate
with other departments because it helps them in analysing current market trends, changing needs
and requirements of their customers, so that they can focus upon developing marketing strategies
accordingly. Hilton invests huge amount on their research and development department by
coordinating with finance department because it helps them in moving with changing market
trends and identify changes that they need to bring within organization.
Critical analysis of the key elements of the marketing function and their interrelationship with
other functional units within Hilton Hotel
In Hilton most of the marketing decisions involve other business functions as well. Inter-
relationship other functional units help marketing department in achieving their desired goals and
objectives in a proper and appropriate manner (Steenkamp, 2017). Working with finance
department helps them in making sure that their current marketing plan is within overall budget,
working with HR department helps in making sure that they have right number of people who
can work effectively and efficiently and help Hilton in achieving their desired goals and
objectives. Inter-relationship of marketing function with other functional unit is extremely
important because it helps developing strategies as per changing market trends, within specified
budget and hire employees who can effectively work on marketing strategies developed by
Hilton. Some main advantages of this inter-relationship are: if marketing department require new
employees then their coordination with HR department can easily help them to hire new
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employees as per their department. Not only this, if they require to provide training to their
existing staff members then coordination with HR department will help them to provide training
to their employees. However, it has some disadvantages as well such as: If Hilton is not making
much profit then budget allotted to marketing department will get reduced due to which it can
become difficult for marketing department to develop effective strategies that can help them in
gaining competitive advantage.
Conclusion
From the above task it has been identified that marketing functions plays a vital role within
an organization. Each marketing function has its own role and responsibility that helps an
organization in providing excellent service, high quality products to their customers.
TASK 2
Ways in which different hospitality organizations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix of Hilton Hotel Compared to marketing mix of Marriot and of Holiday Inn
Product
Name of the company Products and services offered by them
Hilton Hilton sell its products under five main categories and each of them
have separate purpose. Their main core product is overnight rental
rooms for staying. Other than this, services provided by them are:
Laundry, pool, fitness centre, room service.
Marriott Product provided by Marriott are over- night rental room for staying,
restaurants. Remain services provided by Marriott are same as Hilton.
Holiday Inn Holiday Inn only provide rooms for staying overnight. They have
restaurant attached to their hotel itself where either customer can dine-
in or order food in their respective rooms.
Place
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Name of the company Places
Hilton They have their hotel chain in UK, UAE, Japan, China, and Singapore
with approximately 5700 hotels and resorts in more than 113 countries
(Shrouf and et. al., 2020).
Marriott It is a global chain which is present in more than 135 countries. Its
largest market is in North America and Asia pacific.
Holiday Inn It is present at approximately 2,700 locations globally and have hotels
in America, Europe, Middle East, Asia, Africa, Asia-pacific.
Price
Name of the company Pricing tactic
Hilton Hilton has adopted competitive based pricing strategy. They offer
more features and high- quality products and services to their
customers at a bit higher rice then their competitors.
Marriott It is a premium hospitality brand and follows premium pricing
strategy.
Holiday Inn They have a has a price sensitive modelling process in which prices of
its products and services varies as per the changing needs and
demands.
Promotion
Name of the company Promotional tactic
Hilton They use multiple media channels to promote its products and services
like advertisement on social media, television, radio etc. they also
offer membership to their customers and provide different kinds of
offers and discounts to then as a promotional strategy.
Marriott Marriott purely relies upon digital channels like their website, social
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networking sites and introduces different kinds of loyalty programs for
their customers in order to maintain loyalty for brand in customers.
Holiday Inn They majorly rely upon promotions and advertising through local
events. They also use media sources like television, newspapers etc.
Process
Name of the company Process
Hilton Customers can use their website or other hotel booking applications.
They also provide their guest with self- check in facility though
application that helps in eliminating front desk requirement (Golgeci
and Gligor, 2017).
Marriott They have developed their own website and application that can be
used by customers, so that they can customize their stay in the hotel.
Holiday Inn Customers can book room from their website and from other hotel
booking applications as well. Other than this, customers can also book
room by calling or through front desk as well.
People
Name of the company People
Hilton They have approx. 17000 people working for them.
Marriott They have approximately 176000 employees working for them
Holiday Inn They have approximately 36000 employees working for them.
Physical evidence
Name of the company Physical Evidence
Hilton Most of the hotel services provided by them are intangible but
products like room provided by them are tangible. Main physical
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evidence are bill, furniture and other room amenities.
Marriott They have room, room amenities like furniture, paper bills. Other than
this they provide a facility where customers can check their previous
visit and transactions.
Holiday Inn Physical evidence of Holiday inn is same a Hilton Hotel.
Produce a basic marketing plan for a hospitality organization to meet marketing objective
Market Summary
Hilton is an international Brand which is growing quickly in international market. They have 7
percent of global market share. Out of which in US they have 9 percent market share, 3 percent
in Middle East and Africa, 1 percent in Europe and 1 percent in Asia. Main competitors of Hilton
are: Hyatt, IHG, Marriott, Holiday Inn and Loews Hotels.
Current situation and company Objectives
Company Objectives: Main Objectives of Hilton are:
 To enhance their overall revenue by 10 percent in a time period of 12 months.
 To increase their product and service offering for enhancement of their customer base by at
least 5 percent.
 To increase their global market share by 5 percent in next 2 years.
SWOT analysis
Strengths
They have a strong product and service
portfolio
They also have wide variety of room chain
scale
Weaknesses
Overdependency upon US market and their
limited presence in Asia pacific region
Opportunities
They can focus upon introducing mid-level
Threats
Change in market trend or change in customer
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