MIS Introduction Task: Analysis of Hilton Hotel's Operations

This assignment provides an introduction to Management Information Systems (MIS) through an analysis of the Hilton Hotel. It begins by selecting the hospitality industry and Hilton as a real-world company, providing justifications for these choices. The assignment then describes the company, including its history, services, and business model. It delves into the functional units within Hilton, such as planning & controlling, finance, information management, and human resources. The assignment further explains the differences between operational, tactical, and strategic data, providing examples of each. Finally, it explores Customer Relationship Management (CRM) concepts and technologies, highlighting their importance in the hospitality sector and discussing the technological tools used by Hilton to manage customer relationships. The paper concludes with an overview of the Hilton's operational database and CRM products and technologies.

MANAGEMNT
INFORMATION SYSTEM

INTRODUCTION
TASK
Question 1
a. Selection of industry and stating the reason for which it had been chosen
In the study, scholar had chosen a hospitality industry or sector as it tends to be seen his
area of interest in which he wants enter into the employment and is also a part of his hobby. The
major reason behind choosing this industry is that in terms of employment, it is indicated as the
fourth largest sector in UK. Most of the jobs are directly or indirectly relates to this sector,
estimated as more than around 1.5 million of the jobs are present in hospitality industry within
UK. The growth in this sector is been reflected by a major fact that an employment opportunities
for the graduates in UK had increased exponentially. Increasing level of investment in this
industry has created many job opportunities for the graduates in the diverse areas such as
business managers, event organizers, finance mangers etc. In accordance with the British
Association of Hospitality, this sector accounts for mainly 19% of total national income. Due to
the growing income and tourism in UK, government has initiated for making special attempts for
boosting the hospitality sector as several policies are been created for promoting tourism in
country and for attracting more and more foreign investment.
b. choosing real world company in hospitality sector
Hilton Hotel has been chosen as the real based organization in hospitality industry as it is
the leading American multinational company headquartered in Tyson corner, Virginia. This
company is counted as the biggest hotel brand that highly invests in their value chain for
impacting the issues that are considered as most significant to the hospitality business. It drives
for positive environmental and social changes around their operations, communities and supply
chain. Along with larger than 954000 of the rooms across the globe, this organization is stated as
the largest hospitality firm worldwide. This company had achieved for a recorded growth in the
hospitality sector by making different customer innovations such as unveiled the connected
room, opened an innovation gallery, revolutionary five feet towards fitness and major digital
technology.
c. Description about the company
Hilton hotel is the leading global hospitality enterprise that franchises and manages a
wide portfolio of the hotels and the resorts. It is founded or introduced by Conrad Hilton in the
month of May during the year 1919. Presently the corporation is been led by the Christopher J.
Nasetta. The brand is targeted towards business as well as leisure travelers with the location in
most of the city centers, near airports, population destinations, convention centers across the
globe. This hotel operates its business within private sector and is considered as the public

limited entity. The aim of this hotel is to make profit by selling range of things like meals, room
service, seeking for expanding business for potentially maximizing sales and to achieve growing
success in the future. This hotel facilitates different services, products and luxurious hotel chains
with lots of brands. Hilton hotel offers range of the food and the drinks which is counted as an
essential part for staying. Customers could relax and can have the dinner in mainly one of Hilton
hotel and also having various options of the breakfast for satisfying the tourists. It provides
serviced accommodation for all different kinds of people. It offers range of the services in
meeting customer needs like relaxing spa and the gym. The hotel provides for the products and
the services for the leisure and the business travelers. It maximize its sales by offering an extra
services like bed, breakfast, conference facilities and the fun packages for family. It also
provides for a guest loyalty program within which frequent customers could be accumulated an
airline miles and the points, staying with the several Hilton hotel brands.
d. web address and screenshot of company’s homepage
https://www.hilton.com/en/

Question 2
Describing various functional units and an internal management of the business
The internal factors of Hilton group involve suppliers, security and trainers who play a critical
role in an organizations result. Hilton group is been seen as the major organization that includes
visible suppliers and for the purpose of training it provides a complex kind of training to its new
employees. As observed, this group ensures safety of their employees and provides quick access
as it is based in city center. Different functional units of Hilton group are as follows-
Planning& Controlling- these are the main functions of management that helps the firm in
achieving its goals and objectives with efficiency and effectively. It requires as it plays a crucial

role in control part of the job and the behavioral face that remains unobserved. Managers of
Hilton group carefully think about the behavioral areas of process after crafting and managing
the system in case the personnel should encouraged for accomplishing the assigned careers for
everyday purpose.
Finances- An economic climate is used by Hilton group for applying appropriate practices of
financial management and organizing the responsibility above the community excise or the
property. Under this different system are been used for evidence, explaining, authenticate and
reacting upon he economic contracts and the persons on behalf of management and control of the
income, resources, liabilities that is seized in terms of expectation.
Information management- With respect to managing the information, Hilton hotel makes use of
management control system that helps in gathering and using an information for calculating little
bit of the modified organizational investments such as person, economic, organization and
material as the whole in making allowance for organizational strategies. Finally this system
influences an action of the executive resources for putting into the practice of the organizational
strategies.
Human resources- It referred as the system and the functions at bond between the human
reference management and an information technology. It merges HRM as the rules and exacting
its important HR performance with the operations in information technology pitch but training of
the system of data control that had been developed into the consistent regimes and the parcels of
the activity ERP software. On an entire basis, this ERP software involves their source on the
software with purpose of integrating a sequence from an altered application into a single record.
The bond of its individual and the monetary sources modules at the time of its solitary folder is
mainly an essential difference in making the submission of the software.
At Hilton group, top executives are been accountable for the situation regarding extended time
and objectives of time management. Panel of the directors within the organization are principally
responsible and answerable for the arrangement of the goals. Some of the external general public
such as financial advisors, marketing personalities, researchers are seems to be restless in the
process of decision making. In this hotel, each and every separation contains the blueprint of the
management process plan.
Question 3
Explaining concept and the difference between operational, tactical and the strategic data
Operational data Tactical data Strategic data
It refers to the data that involves
internal control and information
about operational environment
like data on company’s
workforce, suppliers, creditors,
customer information and direct
It looks primarily at current
situation and facilitating
information to the users that
require carrying out an initiative
for existing policy.
Tactical data enable the decision
This type of data includes the
remote environmental and
industry data.
Remote data is a kind of the
strategic data that involves
information in relation to

competitors.
Information about direct
competitors, labor statistics, and
information on the suppliers,
projecting need of the resources
and accounting data are all
included within the operational
data.
Data gathered in relation to direct
competitors enables the marketer
in making the products seeming
to be superior for competing
products.
Data on the customers helps a
marketer in creating consumer
profiles which helps in every
activity that is starting from the
product creation till advertising
and distribution.
Labor and an accounting data
assist in ensuring internal control
over the productivity and the
finances.
Operational data helps in
strategic analysis in terms of
determining the strength,
opportunities, threats and
weaknesses of an entity. This
SWOT analysis will aid Hilton
group in determining its strategic
business direction and in setting
up of strategic goals.
makers in executing initiatives
and the tasks for taking an
advantage of the current
opportunities and in redirecting
the resources as required.
Tactical data could never be seen
as abstract and needed to be
grounded in the short term
actions and clear direction.
Tactical data deals with situation
of here and at a time. It facilitates
decision makers with necessary
information in watching for the
changes in an entity’ present
operating environment and helps
in discovering for newer
opportunities.
It deals with the real time by
offering an analysis of the current
competitive circumstances within
a particular industry or the
marketplace.
Tactical data mainly addresses an
action steps which has to be
taken in achieving strategic
objectives of the company.
It helps in making out the most
optimum use of the resources,
with regards to both in achieving
an objectives and handling any
kind of challenges and the risk
that is involved in carrying out
the strategic plans.
Such type of data includes
information of overall company
rather than just one department or
function of an enterprise.
economy, ecology, political data,
social statistics and technological
advances.
Direction and nature of an
economy within which an
enterprise operates might be
reported in the economic data.
Other kinds of the economic data
involve economy of the state like
recession, depression, boom and
the other related economic
trends.
Information regarding beliefs,
attitudes and lifestyle of people
in the external environment of
the company might be involved
in the social data.
Political data involves regulatory
and the legal information such as
taxation and an employment law.
Specifically, strategic data
includes information that
surrounds an industry within
which a business operates and is
known as an industrial data.
Industrial data indicates buyer
power, supplier power, number
of rivalry, entry barrier and
substitute power.
Strategic managers might gather
industry information for creating
an industry standard which is
counted as the average practices
of the business within the
industry.
Strategic data keeps the
marketers in tune with the current
trends that helps in creating
demand products and appealing
for advertisements.
Question 4
Operational database and the CRM products or technologies
Customer relationship management refers to the approach that seeks for creating, developing and
enhancing the relationship with the targeted customers for the purpose to maximize the value of
customers, shareholders’ value and the corporate profitability. Managing better relations with
customers is seen as of great importance in the last centuries, but with introduction of

information technology, new discipline has been emerged in name of the CRM. It is primarily
relates with using information technology for implementing relationship with the marketing
strategies. Emergence of the CRM is the condition of large number of the trends such as shift in
the business focus from the transactional to the relationship marketing, acceptance of the
requirement for the trade-off between an extracting and delivering the customer value. More and
more use of the technology in maximizing and managing the information value as led to the
modern shape of the CRM.
The main aim of CRM is acquiring and retaining the customers by facilitating them with the
optimal value in any of the way that they seem to be important. It includes a way in which the
business communicates with their customers. Significantly, CRM is counted as the customer
focused strategy of business that brings together management of the customer lifecycle,
technology and the processes. The trend for Hilton hotel for shifting from its product view to
customer view is been stated as the modern business strategy as the products are becoming
increasingly hard for differentiating in the fiercely competitive markets. Success of the CRM
highly depends upon selection of an activity that includes data handling, requires human
intervention and complex modeling. There are different technological tools that are been used as
CRM strategy includes electronic point of sales, customer service, automation in the sales force
and call centers.
Data mining, analytics and the data warehousing
Data warehouse refers to the environment and not the product. The main motivation for
developing data warehouse is the corporate data that is often scattered around different
databases. In order to gather complete piece of the information, it is important for accessing
heterogeneous databases, obtaining pieces and bit of the partial information and thereafter
putting the bits and pieces for producing an overall picture. This approach tends to be ineffective
and error prone as it needs huge efforts for the system analyst. Data warehouse provides for a
centralized use of the corporate data or an information asset and is comprised of well managed
environment. It has repeatable, consistent processes for the loading of an operational data. It is
been built on open and the scalable architecture which handles for future expansion of the data.
System of data warehousing emphasize on the requirements which are been established by the
managers who require to reflect on the events and in developing the ideas for coping up with the
changing business rule for making the events more and more effective. It provides consistency
and quality of the data; cost reduction, timely access of the data and in gaining improved
productivity and performance within the activities of an enterprise.
Data mining defined as process of discovering the meaningful correlation, trends and the patterns
by digging the large amount of the data that is stored in the warehouse by making use of the
artificial intelligence and the mathematical techniques. The main attraction of the data mining is
an ability to develop predictive instead of retrospective models. Utilizing data mining for
building predictive model for making decision contains various benefits. For instance- using this

model for instantly predicting that whether the customers default on the payment by credit card
will be allowing an automatic adjustment of the credit limits instead of depending on the
expensive staff for making an inconsistent decisions.
Cloud based and the outsourced services regarding data management platforms
Cloud computing has been emerged as a natural phenomena and evolution of the advances in
various fields involving utility computing, grid computing, distributed computing and
architecture that is service oriented. Value and the originality of the cloud computing come from
the packaging and in offering the resources in economical, flexible and scalable manner which is
affordable to the IT customers and the technology investors. As promoted as a vision of
everything as the services, several products are been offered as the services under an umbrella of
the cloud computing.
Mobile and the web based access
Question 5
Professional, social, ethical and legal considerations
The new and the web related technologies in the general are been used for providing a goods and
the services. The web, as it contains a potential to reach users directly at the home could
diminish both isolation and an interaction problems of the disable citizens. The right of the users,
irrespective of their disabilities in using the web is widely been acknowledged. For example- un-
accessible website for shopping would be excluded by the kind of users that prefers more for
using it. Legal requirements involves the disability discrimination act which states that
discriminating against the people who are disable relating to employment, education, transport is
said to be unlawful. Equality act prevents the people from the discrimination and the harassment
on the basis of the protected features such as gender, race, disability and belief.
Professional issues relates with the professional bodies where the company has to guarantee for
the professionalism in relation to the trust and the responsibility that could be placed.

REFERENCES
Books and journal
http://www.macs.hw.ac.uk/macshome/MScComputing/RM/Docs/L4PLESI.pdf