Marketing Strategies and Interdepartmental Relations at Hilton Hotels

This report provides a comprehensive analysis of Hilton's marketing strategies, exploring the concept of marketing, current and future trends, and different marketing processes. It details the roles and responsibilities of the marketing department, its influence on other functional departments, and th...Read More

Hospitality marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Concept of marketing, including current and future trends .......................................................1
Different marketing processes.....................................................................................................2
Different roles and responsibilities performed by the Marketing department of HILTON........2
Analysis of how marketing influences and interrelates with other functional departments ......3
Value and importance of marketing role ....................................................................................3
Marketing mix 7P's ....................................................................................................................3
Conclusion based on critical analysis of significance effective interrelation within different
functional departments................................................................................................................6
ACTIVITY 2....................................................................................................................................6
Covered in PPT...........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is an important tool in the today's business organisations as it is related with
the study of marketplace, demands of customers, customers driven marketing strategy and built
an healthy relationship with customers. In the current market scenario the awareness regarding
the marketing essential is very high as because it plays a huge role towards attaining the higher
success and growth. In this file the taken organisation is Hilton which is an American
multinational hospitality company and formed in 1919 by Conrad Hilton. This report will cover
the study of role and responsibilities of marketing and their interrelation with other departments
of business organisation. Along with this, it also define about the application of marketing mix in
different organisations and evaluate the marketing plan of the business which helps them in
achieving their business goals and objectives.
ACTIVITY 1
Concept of marketing, including current and future trends
As marketing is the most important component of the business in this case it is essential
for the business organization to adopt a proper marketing process in order to get the success in
development of new product. It involves advertising, selling, promoting, delivering and others.
This help the Hilton in identifying the current as well as future trends so that the successful
marketing planning can be assured so that business can get their desired outcomes in a short
duration of time. Here are define some current and future trend in marketing which are as follow:
Current marketing trends– Current trends are related to the previous trends which
improved and become current trends such as TV advertisement and prints with some innovative
strategies and practices. In the current marketplace there are present some common marketing
trends which are text message advertising, targeted emails, social media and internet video
advertisement(Baker and Magnini, 2016).
Future marketing trends– The future trend of marketing is higher which can be seen by
the development of technology in the marketplace. The future market trends like augmented
reality, virtual reality and live video are the important part of it. Moreover, some brands will
leveraging stories for content marketing as well as artificial intelligence also become most
popular source of marketing in future.
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Different marketing processes
Marketing process is an effective procedure which helps an organisation in determining
the opportunities, choose target market, help them in developing marketing mix and manage the
marketing planning or efforts(Marketing Process and the Steps involved in Marketing Process,
2019). These all elements are described beneath:
 Analysis of opportunities in market – This is the first component of the marketing
process which helps the manager of Hilton in distinguishing the opportunities in market
which are related to the customers wants and expectations. For this aspect, manager must
give emphasis on adopting the information system so that they can easily collect all the
information related to customer and market easily.
 Selection of target market – It is the important factor of the business in which the
manager of Hilton organisation must focus on analysing their current market in order to
choosing their ultimate customers.
 Development of marketing mix – After developing the marketing strategy the business
must focus on formulate effective planning for marketing mix so that they will be able to
determine their product, price, place and promotional strategies.
 Management of marketing efforts - This is the last phase in which the manager consider
all the strategies into the actions. For this, the manager of Hilton will consider four
elements which are analysis market, marketing-mix planning, implementation and
marketing control(Bhalerao and Kamble, 2015).
Different roles and responsibilities performed by the Marketing department of HILTON.
Marketing department is the most vital part of the business organization as the main focus
of them on identifying the most successful products for market and then helps the business in
promoting those products as well. In this aspect marketing department of the Hilton will also
perform various roles and responsibilities which are as follow:
Customers satisfaction: In this aspect the marketing department plays an essential role
as they are conducting their various activities to identify the needs and demands of the customers
so that the operations of the business can be operated accordingly. It will enables the Hilton to get
higher success and growth in their business.
Manage marketing budget – Marketing department have also great contribution in
managing the marketing budget by recognizing the present market situations or conditions. This
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will help the manager of Hilton in ascertaining that which function from the environment should
be adopted or which not so that the proper allocation of budget can be determined and the
business cost can be reduced(Clow and James, 2013).
Track Trends and monitor competition – As the Hilton is operating their business
activities at huge level due to which they have to face tough competition in the marketplace. So
in this case it becomes essential for them to track the current market trends so that the required
changes can be implemented within the organization in order to beat the competitors effectively.
Analysis of how marketing influences and interrelates with other functional departments
In an organization marketing department plays a huge role in the succession of every
organizational function. As it helps the business organization in promoting their products and
services in the marketplace so that the firm can easily get higher success. The positive
relationship of marketing department with other departments is essential in order to operate all
the activities effectively. For instance, the marketing department helps the production department
in providing the information about the current market trends and customers expectations so that
they can produce their products accordingly. In the case if the marketing department will not give
the information to them then they will not able to satisfy the needs and demands of the customers
on time(Blythe, 2012).
Value and importance of marketing role
In Hilton the marketing department plays an huge role in performing various activities
which enables them to create its own importance and value within the firm. As they are helping
in introducing effective promotional channels for promoting the various products and services in
the marketplace which results in attaining the attention of the customers and enhancing the
overall sale of the business. Along with this, marketing department is also concern for filling the
vacant position in the organisation by adopting appropriate advertisement tools which enables
them to attract a range of candidates in the organisation.
Marketing mix 7P's
Marketing mix is an impelling tool as it contains various tactics or set of actions which
helps the business in promoting their products and services in the marketplace. The market mix
concept consist seven factors within which includes price, product, place, promotion, people,
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process and physical evidence. It can more understood by contrasting the comparison between
the Hilton and Hyatt hotel which is as follow:
Marketing mix of both the companies Hilton and Hyatt.
Elements HILTON HYATT
Products As Hilton is listed in one of the
large hospitality industry as
they are offering a range of
services like apartments,
hotels, online booking service,
bars, and many others to their
customers(Blythe and Martin,
2019).
Hyatt is included in the luxury
hotels which a wide range of
services to their customers
like luxury hotels, resorts,
bars, restaurants, banquet
facility and others to attract
various customers in the
business.
Price The business of Hilton is
adopting the premium pricing
strategy for their business in
which they are providing
various quality services at
higher price.
The business manager of the
Hyatt hotel is give their focus
on espousing the competitive
pricing strategy in which the
manager of the business
determine the price of their
products and services by
considering the level of
competition in the
marketplace.
Place This business organisation is
operating their operations in
all over the world through its
570 properties which is
situated in approx 84 countries
which consisting in 6
continents.
The business organisation
operates its activities with the
help of 600 suppliers who is
offering various high quality
products and services to their
customers in all over the
world.
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Promotion This company is collaborated
with various business
associations, multi-national
organisations and institute for
their booking services. Also,
for promoting their brand or
services they are giving the
membership facility to their
customers(Essayyad, 2015).
This organisation is using the
traditional method for
promoting their products and
services in the marketplace.
People The manager of Hilton give
their major concern to appoint
the experienced employees in
their organisation so that they
will well introduce that how
they should behave with the
client at their arrival so that
their satisfaction from the
hotel services can be
maintained.
The manager of this hotel
using the persuasive
techniques to provide training
to their employees that how
they should provide services
to the customers in order to
meet their requirements and
attain the higher recognition
in the marketplace.
Physical evidence This hotel has great presence
across the globe as they are
providing effective
maintenance services which
can be seen by their outlets,
products, services and others
components.
They have their own
distinctive identity which is
representing by designing of
their hotels, websites,
appearance of their employees
and attitude of their customers
towards the hotel services.
Process The process refers to the
delivery system of the
organisation. For this, Hilton is
using the online delivery
This organisation is focussing
on researching method in
which they are taking the
feedbacks and reviews
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system in which they are
accepting order online and
deliver to the customers in a
quick manner so that their
belief and interest towards the
business services can be
maintained.
towards their services so that
they can find the best
distribution system for
effectively delivering their
services.
Conclusion based on critical analysis of significance effective interrelation within different
functional departments
As per the above discussion it can be stated that marketing department have a huge role in
the every part or function of the business like in managing the finance and human resource. This
lead the positive impact on operations of the Hilton as if the relation between the finance and
marketing is positive then the proper utilization of the funds can be assured. Along with this,
marketing department provide huge benefit to the HR department by helping them in recruiting
the best candidates within the organization. Hence, the healthy relationship of marketing
department with other divisions provide various advantages which results higher success and
growth of the company in the marketplace(Fırat, 2013).
ACTIVITY 2
Covered in PPT.
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CONCLUSION
From the above file, it can be understood that marketing is a key factor in the business as
it drives the organization towards the growth. In this regard marketing have various role and
responsibilities in the business which helps the business to attain their desired outcomes. Apart
from this, the marketing mix strategies and marketing plan also has given in this file in which the
7P's are define and an effective plan has been mentioned which will help the business
organization to successfully launch their new services in the marketplace.
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REFERENCES
Books & Journal
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality marketing
and building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Bhalerao, D. and Kamble, B.V., 2015. Online Marketing Strategy of Lady n Baby Retail-A Case
Study. Chanakya International Journal of Business Research. 1(1). pp.19-27.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Essayyad, M., 2015. Essentials of Financial Management. Research & Education Assoc..
Fırat, A.F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
82.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Ragas, M. and Culp, E., 2014. Business essentials for strategic communicators: Creating shared
value for the organization and its stakeholders. Springer.
Ragas, M.W. and Culp, R. eds., 2017. Mastering Business for Strategic Communicators: Insights
and Advice from the C-suite of Leading Brands. Emerald Publishing Limited.
Soe, W.P.P., Moritaka, M. and Fukuda, S., 2015. An analysis of the factors influencing marketing
channel choice by paddy rice farmers in Myanmar. Journal of the Faculty of
Agriculture, Kyushu University. 60(2). pp.535-542.
Online
Marketing Process and the Steps involved in Marketing Process, 2019.[Online].Available
through<https://www.businessstudynotes.com/marketing/principle-of-marketing/
explain-the-marketing-process-in-detail/>
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