Hilton Hotel Marketing Strategies: Consumer and Market Analysis

This report provides a detailed analysis of Hilton Hotel's marketing strategies, focusing on consumer behavior, market segmentation, and the marketing environment. It explores the application of marketing concepts within the hotel industry, including the importance of understanding consumer needs, preferences, and purchasing power. The report examines the impact of the marketing environment, including micro and macro factors, and evaluates the relevance of the consumer market. It also discusses the significance of developing marketing segments and the key components of the marketing mix (product, price, place, and promotion) for the hotel industry. Furthermore, it delves into pricing strategies and policies relevant to the industry, providing a comprehensive overview of marketing practices in the context of the Hilton Hotel.

INTRODUCTION
Marketing is an essential element with the help of which firm can able to get success in
the market. The effective marketing research is required to be conducted by the manager of
business enterprise so that they can develop those strategies which will help to promote
development in firm. In order to get success in the market it is essential to understand the need of
the consumer so that the market share can be increase and organization is able to gain
competitive advantage. According to the present scenario there is dynamic environment in this it
is essential to adapt changes so that they can able to attract more number of customer.
The present report is covering the activities of the Hotel Hilton the main of them is to adopt those
strategies which can help them to enhance the brand image of firm in market. In addition to this
it is essential to know the customer preferences, lifestyle and their purchasing power. To make
this all process effective it is very important to conduct the research on internal as well external
condition of market. With the help of impressive planning and creative advertisement the firm
can able to gather the attraction of consumer in the market.
LO 1
1.1 Description on the concept of marketing for the relevant service industry.
The marketing in the hotel industry plays the essential role in relation to attract the
customer in the market. With the help of research on this kind of activities they can have idea
about the wants and demand of the buyers. The hotel industry is needed to focus on the following
activities like dining, restaurant, accommodation so that the all process can be effective. In order
to deal with the competitive environment it is essential to focus n the market strategy an feed
of the consumer in the market.
The manager needs to make powerful decision so that they can make proper
modification in the product and services. The good process and effective concept has been used
by the many industry such are as Sheraton, Holiday inn etc. in order to deal with this kind of
things the firm manager need to analyze the present trends of market so that the customer can
be attracted towards the firm. It can be defined with the help of following thing are as-
Selling concept- With the help of this the customer can evaluate best pricing in this he
can take his decision in proper manner that if he want to select the product and service of this
firm or not. The selling activity is quite differed from marketing activity. The selling can be done
in the effective manner with the help of promotion.
Product philosophy- The hotel Hilton should take effective steps in manner to providing
good quality of products to customer with the reasonable price so that firm can able to earn
high amount of profitability and productivity. In this way they can able to maintain the brand
image in the market.

Marketing concept- The marketing concept is very essential in order to analyzing the
needs and wants of the consumer. The main motive of marketing activity is to satisfy the demand
of them so that firm can generate high revenue scale. With the help of this firm is able to gain
brand image in market.
Societal concept- in this business enterprise need to have balance in the consumer need
and wants business enterprise profitability and long term welfare of the society. In this manner
the consumer and society well being can be maintained so that firm is able to maintain long term
sustainability in the market.
Concept of marketing for making brand Hilton hotel-
The Hotel Hilton is having global presences and they are taking effective step in order to provide
good hospitality services to the consumer in the market. They are taking effective research on the
expectation of consumer so that they can have long term sustainability in market.
Proper segmentation and targeting- The Hotel Hilton is taking this strategy in order to
segmenting marketing so that they can prospecting the right consumer and then target them with
the effective tools of marketing so that they business can run their activities in the large manner.
1.2 Description on the impact of the marketing environment.
The factors of the environment s directly or indirectly influence the consumer of the
firm. In this the profitability and productivity of the firm cab be affected in the large manner.
This is consist of the following manner are as-
1. Micro environment
2. Macro environment
Micro environment- This is the external factor in which the working of the business enterprise
can be affected in the large manner. This can be done with the help of the PESTLE analysis. It
can be defined in the following manner are as-
Political- The government is taking various effective steps in order to have variation in the laws
and legislation of the market. They are rapidly bringing changes in this, to make the effective
process it is essential to deal with the all legal rules so that they can earn profitability with long
term sustainability.
Economical- This kind of the factor is inclusive of the purchasing and the spending power of the
consumer. The variation in the geographical distribution is affecting the profitability of the
business enterprise.

Sociological- The choice and preferences of the customer changes rapidly. In order to deal with
it is essential to identify the need of the consumer so that he can easily cope up with it and
provide them those product and services which can satisfied their well being.
Technological- The firm needs to use upgraded technology products so that they can satisfied
the need and wants of the consumer. In this way to earn large amount of profitability they need
to use modern equipments. The hotel Hilton should use product of the current scenario so that
customer can get attracted towards the firm.
Legal- To have the high amount of profitability and productivity it is essential to follow the all
legal factors so that customer can enjoy their leisure moment in the safe and secure manner.
The government should also bring flexible changes so that firm can cope up with them.
Environmental factor- This kind of factor is also having negative effect on the growth of the
firm. The customer demand also varied as per the seasonal changes.
1.3 Description on the evaluation of the relevance consumer market in the industry.
The consumer are the essential part of eh hotel industry. In order to determine the
success to the firm it is essential to know the demand of customer in the market. In this manner
they need to produce those products in the market which is qualified and reasonable price
should be keep so that customer can afford that commodities.
The cultures of the customer are also play effective role in relation to the give more
focus on the sociology and psychology need of the consumer.
In order to full fill the expectation of buyer they should follow value chain analysis so that firm
can maintain the long term relation with consumer. The customers are the key part it is
essential to provide good services so that he firm can able to maintain its brand image in the
market with large amount of profitability.
1.4 Discussion on the relevance for developing marketing segments.
This is the effective process the main motive of this thing is to divide the potential buyers
in to the specific group and segment in manner to fulfill their needs as per their demand. The
market segmentation is very helpful in manner to have reduction in the risk of market. It is the
classy way in order to identify the need, demand and wants of the consumer. The segmentation
can be done in the following manner are as-
Demographic segmentation- It is one of the simplest and easy method of segmenting the
consumer. It has to be done on the basis of the following manner are as Age, gender, size,
income and occupation. In this the organization department divide into several units so that they
can able to satisfy the need of the consumers.

Behavioral segmentation- This kind of segmentation is also essential in order to fulfill the need
of the consumer in the market. They do segmentation on the basis of behavior, usage and
decision making. This kind of process is boom in marketing industry.
Psychographic segmentation- This is the similar to the behavioral segmentation. This means
dividing market into segments which is based on differed personality traits, values, attitude and
life style of consumer. In this firm can decide what kind of product the customer wants to have
and like the most. This kind of segmentation is essential in order to assume the needs and wants
of the buyers.
Geographical segmentation- This is also effective process in order to maintain the firm
productivity and profitability they use to segment their business on the basis of geography. It can
be done with the help of dividing market by cities, areas, regions and countries. With the help of
this process firm can able to provide better serviced to the customer. This is the efficient thing in
order to maintain the brand image of the enterprise.
LO 2
2.1 Description on the importance of component on marketing mix.
The main motive of the marketing is putting the right thing in perfect approach so that the need
of the customer can be analyzed. It is kind of the crucial tool because it help the firm in manner to offer
the best product to the buyer. With the help of this firm is able to maintain its brand image in the
market so that there can be long term sustainability in the market. The main motive of the Hotel Hilton
is to provide those which are helpful to ensure the success to the business enterprise. These are as
place, price, promotion and product. These all are define in the following manner are as-
1. Product- it is the kind of tangible or intangible process. This is very effective in manner to meet
the demand of the consumer. The firm needs to provide qualified products to the customer so
that they can able to maintain the profitability in order to have the long term survival in market.
2. Place- It is most essential part in which firm need to decide the price of the product. It should be
in reasonable manner so that customer can able to purchase that and profitability of business
enterprise can be survived. It the product is having positive response in the market in this way
they can able to set higher price of the commodities. If product is having little value in the
market than this should be lowery priced.
3. Promotion- This is the most effective steps in this the firm needs to take effective steps in order
to take this process so that they can have good advertisement of their firm activities. It can be
done with the help of social media, online, banners etc. This is the helpful term in order to
improvise the firm image in the market. This kind of activities is helpful in order to enhancing
the growth skill of eh business enterprise. By taking this process firm is able to maintain its
brand image in the market.
4. Place- this is sensitive kind of decision which is need to be taken by the firm. This is essential in
order to provide good service to the consumer. By effective distribution of product to the
customer they need to select the better place. By selecting the better place they can deliver the

satisfactory service to the customer. In hotel industry like Hilton thy need to considered on the
following things like accommodation, quick service and good quality of the services so that
entity can able to gather the attraction of the consumers.
2.2 Define pricing strategies and policies in relation to industry.