School of International Hotel Management: Hilton Consultancy Report

This report provides an organizational consultancy analysis of the Hilton Hotel, examining its internal and external business environments. It includes a scope and analysis, a SWOT analysis identifying strengths, weaknesses, opportunities, and threats, and an analysis of management techniques. The report delves into the issues facing Hilton, such as increasing competition and the need for strategic investments in IT projects. Findings and results are presented, followed by an action plan and recommendations for expanding brand value and improving customer service. The report emphasizes the importance of staff training, menu choices, and room design. The study also includes a PESTLE analysis. This report aims to assist the company in implementing actions to avoid negative impacts on business performance and enhance the overall customer experience.

Organisational Consultancy

TABLE OF CONTENT
EXECUTIVE SUMMARY...................................................................................................................3
INTRODUCTION.................................................................................................................................5
Scope and analysis.................................................................................................................................6
SWOT analysis..................................................................................................................................6
MAIN BODY......................................................................................................................................11
Management techniques..................................................................................................................11
Describing and analyzing the issues of Hilton.................................................................................14
FINDINGS AND RESULTS...............................................................................................................16
ACTION PLAN..................................................................................................................................18
Recommendations...............................................................................................................................20
CONCLUSION...................................................................................................................................21
REFERENCES....................................................................................................................................22

EXECUTIVE SUMMARY
Strategic management provides overall productive direction by further evolving plans
and resourceful policies for achieving objectives, allocating resources for further
implementing plans innovatively among operational plans. The report has analysed
discussion of Hilton hotel, where hospitality industry has been widely expanding towards
best innovation parameters within recent time as per customer’s preferences (Kazmina,
Provotorina and Petrenko, 2020).Research has analysed Hilton hotel varied problems, issues
evolving within where findings have shown that increasing competitive factors within
industry has been bringing decrease on hotel revenue. Problem is that approaches to assess
benefits from It projects within company considering varied new cost of investments, where
strategic investments are lacking widely and to further scale up larger arenas. Report has
analysed internal and external business environment factors, where recent innovation in
marketing has been rising along with facilities among hotel infrastructure perspectives. Study
has also researched aspects, that brand value has been strongly risen among customers
goodwill where Hilton productive strategic investments are widely heading (Yang, Henthorne
and George, 2020).
Further research has also primitively examined focus on depth analysis, where Hilton
heads on training management with best functional expertise goals, cognitive and competitive
skills for strengthened innovation. The report has also analysed that Hilton management
trainings to all employees are done, with best scale expertise for strengthened benchmarks,
and motivation is in built for scaling up work competencies actively (Klimova and Glumova.,
2020).
Analysis has also analysed in detail that hospitality trends with best functional
mechanisms are further connectively worked on at Hilton, for operating innovation and
strategic competitive growth where investments are done actively. Research has also worked
on within recommendations for expanding brand value growth competencies, where Hilton
leverages specific focus for expanding commercial strength. The report has also examined
services within global parameters evolving within hospitality services, where Hilton has been
functionally growing with wide scale commercial innovation. It has been also found out that
Hilton expertise in food and beverage services, events where venue, design and environment
factors are further actively headed (The Biggest Hospitality Trends of 2020, 2020).

It can be also analysed that staff training, menu choices and hotel rooms are
functionally planned up with best technical rise goals for further scaled up expertise factors.
Hilton has been also exercising active innovative business expertise, where larger technical
connective innovative advancement is there for strengthened up hospitality services. The
hospitality industry is widely evolving among global domains, where Hilton has been
actively evolving with its commercial goals expanding towards best functional avenues,
where customers recent reviews shows its premium quality rise which has also further
evolved towards technical productive benchmarks.
Report has examined in detail. Report within research also has worked on in detail
that hospitality industry has been functionally growing with varied fundamental scale rise
actively, towards which specific consistencies needs to be further evolved. This also exceeds
on for strengthening commercial competitive edge among larger scope paradigms, which
further strengthens up wider scale revenue targets actively. Hospitality industry widely
determines new scope for strengthened up larger pace for strengthened up productive pace,
where it can be analysed that Hilton further engages among customer satisfaction (Top
Hospitality Trends and Predictions for 2020, 2019). Through the study, it has been examined
that action plan assist the company to implement the action accordingly so that it does not
causes any negative impact upon business performance. Moreover, with the help of specific
tenure and budget, company is also able to meet the defined aim of the study in effective
manner. Further, by implement the training and development session into the business will
also assist the company to improve the customer services within a business. Through this
method, company is able to improve the overall performance and provide best customer
service to the customers so that they remain satisfied. Further, it also assist to meet the
defined aim of the Hilton and it also improve the management techniques which in turn help
to generate the best outcomes (100 Hotel Trends You Need to Watch in 2021 & Beyond,
2021).

INTRODUCTION
Organisation consultancy can be understood as widely essential aspect, which
provides companies enlarged business opportunities with independent advice on optimizing
new business procedures and innovation in human resources. It also involves company
structural planning, evaluation of varied business procedures and consistency within keeping
up best quality standards rise worked on innovatively. Hospitality industry is widely growing
within world with best dynamic business competencies, specific best innovations within
global aspects for further connecting to larger vision (Voronov, Khareva and Khnykina,
2020).
Hilton hotel is one of the best hospitality company , multinational brand where it
holds portfolios of various hotels and resorts. The report will conduct in detail analysis of
recent internal and external business environment impacting company, where professional
competitive aspects will be analysed for strengthening information based on operations.
Scope and analysis will determine focus towards varied new working positives and negatives,
that are impacting company strategic growth factors within business domains effectively.
Furthermore, research will also analyse management techniques used by company including
staff trainings procedures and varied working analytical skills which plays crucial role.
Report will further analyse varied aspects for in depth functional parameters, on which Hilton
as rising hospitality organisation further aims to enhance wider competitive goals for brand
value rise.
By practically implementing usage of varied business models, further findings will be
imperatively worked on where company has practical growth scope for wider scale advanced
dynamic expansion (Savic and Dariescu, 2020). It can be further also examined that areas of
venue, beverage services and hospitality services will be examined where company has
further wider scope for strengthening larger vision. Thus, it can be analysed that organisation
consultancy can be evolved by bringing on strengthened fundamental rise, for engaged
productive pace and wider scale technical consistency. Report will enable in depth
explanation for how present strategies are lacking innovation, and further analysis will
generate in depth of various new resources that should be implemented (Konovalova and
et.al., 2018).

Scope and analysis
Hilton company existing scope and further new advancement coming on can be
analysed by examining focus towards internal and external business factors, where
competitive industry is widely also growing larger scope segments (Hernandez, 2021).
Hilton hotel has approximately1.02 million hotel rooms worldwide in 2020, up from
previous room and the number of guests hotel is hosting has been also increased within each
year which explains functional rise among working scenarios productively (Zhong and et.al,
2021).
The hotel has been functionally investing towards expertise expansion, performance
benchmarks rise within promotions, marketing and for larger scale connective diversity
business targets effectively. Hilton is 101 years old, where the recent reviews from
customers have displayed that customers satisfaction from services has been variedly
growing within recent time periods, for structural growth rise informatively. Hilton Is
recognised internationally best hospitality company which develops own brand value rise,
where franchises are managed with approximately 2,200 hotels, resorts and ownership
properties. The hospitality services served by Hilton, are widely competitive for large
technical expertise where customers preferences are widely taken specific care. It also further
examines that the brand connective diversity for strengthening up larger scale technical
fundamental growth paradigms, on which best standards hospitality services are further
present (Presenza, Messeni, and Natalicchio, 2019).Hilton hotel investments are further also
consequently growing for strengthened benchmarks with best resources in quality sourcing,
which further also imperatively brings on wider scope competitively. There is furthermore,
effective connective innovation ,creative rise for technical promotions among hospitality
services which has also build up larger scale growth innovatively.
Swot analysis will further enable analysis of internal business environment, resources
where company is expanding new scale rise activities and further where new innovation
should be evolved. Hilton company swot analysis factors are as follows:
SWOT analysis
Strengths Weaknesses
 Hilton has huge brand value
within hospitality industry, where
 Hilton faces risk and operations
deviations due to varied political

company has varied brand
engagement and expanded among
international platforms with fast
capital structure which has also
enhanced vision and goodwill
targets (Kurbonova, 2021).
 The brand has been able to
functionally bring on large
innovative digital strategies, best
promotion tools and business
competencies for strengthening
corporate goals within longer run.
 Hilton also has 540 hotels in 78
countries, which makes it one of
the most repudiated company,
where integration of best
technologies and best innovation
has strategically shaped up wider
productive goodwill targets
within business domains.
changing policies within
international business platforms,
where the brand needs to further
reinvent wider scale commercial
synergies with best usage of
innovative new resources within
structure.
 Hilton also has competitive risk
from various new companies and
brand coming on within
hospitality industry, where it has
less market share presence
despite of being strong global
brand. This factor heads on
importance for bringing on wider
scope which creates risk from
external factors (Magno and
Cassia, 2021).
Opportunities Threats
 Hilton hotel has opportunities in
emerging markets within international
business platforms where
commercial expansion towards varied
expertise factors is crucial. It can be
analysed that there is further scope for
expanding towards new international
business domains with innovation.
 Hilton has also opportunity to use
best innovations and digital market
expertise, where multi-media
channels are there present. Digital
marketing opens up varied platforms,
Competition on price point is widely crucial
for analysis, where Hilton faces risk of
changing varied international countries
positions. This further also examines focus
that competitive hospitality industry holds
wide complexity factors, where innovation
has to be further extended for bringing larger
brand value rise.
There is threat of stagnated business services,
where company has lack of vision for wider
scale new strategies to be practically worked
on. Hilton has been also experiencing varied
scale risk with new brands and companies

for strengthening promotional reach
within hospitality industry for
revamping larger scale competitive
expansion.
coming up within industries, where larger
scale growth needs to be focused on (Flohr,
and Curtis, 2021).
Analysis in detail:
The swot analysis has analysed in detail that Hilton has strengths of strong brand
image with varied scale working productivity rise within competent hospitality services ,
where it further has larger scope for expanding towards new innovations . Swot factors have
competitive new edge fundamental growth rise where internal factors shows, company has
been witnessing competitive factors by new companies and brands coming on. Hospitality
services are being widely planned, further technically diversified with high creative business
resources where customers preferences are widely taken care of. The swot model has also
analysed in detail that there is further scope to competitively expand among business targets,
by bringing on varied larger scale digitalisation for faster productive marketing (Shapoval,
and et.al, 2021).
Pestle analysis
Political factors  Hilton with global market presence , has varied international
market presence, where with changing political factors and
situations the company has been witnessing wide range of
changes also. After Brexit implementation, Hilton for further
expansion in European countries faces complications rise,
where there is further decline within working aspects
(Hernandez, 2021).
Economic factors
 The economic factors such as interest rates, inflation growth
and GDP within country have strong working impact on
company business strategies with external competitive
environment on rise. This further also heads on profound rise

where there is currently slowdown among economies, where
level of productivity factors has been also declining
(Nikolskaya and et.al, 2020).
 Hilton with rising complications within economic situations
around world, faces wide scale risk for strengthening
customers preferences and technical innovation. This further
heads on profound rise among commercial growth
benchmarks, where economic parameters plays strong
essential role with imperative expansion.
Social factors  Hilton with changing new advanced customers preferences,
higher customisation on demand within hospitality services
has been further investing to bring on wider scale larger
consistency goals. The social factors within external business
environment are varying, where specific customer’s
preferences among services need to be further analysed wit
changing business demands.
 Hilton hotel with changing demands and changing larger
scale functional scope aspects, has been investing to bring on
varied diverse scope rise. This further opens up pace where
larger scale functional diversity is further focused on
actively.
Technological factors  Hilton hotel has been investing to bring on productive
engagement with clients, by usage of best digital and
technological platforms which further add to profound rise.
Technology factors plays specific role for further
synchronising new range of efficacy targets, where digital
promotional technology also comes under this factor which
further plays specific role.
 Technological factors are also widely competitive to bring
on untapped larger scale rise within hospitality services,
where Hilton as one of the fastest growing competitive
brand aims to further invest on technology for bringing
competitive rise profoundly (Gilet, 2021). By evolving
towards best technology instruments, customers hospitality

services can be further extended for strengthening best
competitive benchmarks actively which further connects to
wider spread efficacy targets.
Legal factors  Employment laws, customer laws and varied other legal
frameworks should be adhered by Hilton ,where hospitality
company has been further investing on advanced resources
strategically. The legal factors have strong role for gaining
larger vision oriented growth and regulated business
parameters for strengthening scope, external larger working
scenarios.
 Legal compliance strengthens quality of hospitality services
among customer market, and to further leverage best scale
diversity aspects within brand value rise goals (Nainggolan
and et.al, 2021). Employment standards should be legally
followed, for further encompassing specific functional laws
and extend varied untapped business goals.
Environmental factors  The environmental factors such as investing towards CSR
factors and sustainability goals enhances brand value rise
fundamentally, and strengthens functional scope for investing
strategically further. This further heads on profound focus for
extending new work advancement within environment
friendly practices and to strengthen up work diversity. To be
responsible towards stakeholders within external business
environment also plays specific role, where Hilton
investments are further extending towards community
engagement standards.
 Hilton has been known for bringing wider productive
investments, towards shaping CSR factors involvements and
to be accountable for cultural growth connectivity targets.
This further also heads on focus for strengthening practical
engagement of best sustainable resources , with high role of
environmental consciousness and towards productive
engagement goals (Carlisle, Ivanov and Dijkmans, 2021).

.
Analysis of pestle:
The pestle analysis has in detail analysed external business environment factors where
Hilton, as one of the most prominent hospitality brand is further expanding to bring on varied
new scale rise among functional expertise goals. Pestle analysis has explained in detail that
the varied range of commercial strengths, can be further expanded within economic,
technological and varied other external competitive factors. Hospitality industry is widely
growing among new innovations, creative working scale rise further expanding to bring on
best competitive fundamental competencies worked on productively. Hilton has further scope
to expand new lines within untapped commercial benchmarks, where CSR factors and
importance of imperative larger strengthened legal factors are worked on strategically
(Safaeva, 2020).
MAIN BODY
Management techniques
Hilton hotel has to further bring on new working engagement aspects for
strengthening advancement and improving overall management goals within industry
parameters , where new management techniques should be further implemented. Dynamic
change functional patterns should be implemented by Hilton for strengthening overall
competitive rise within hospitality rise, for productive advancement and consistency towards
shaping larger scale engagement goals. Workforce plays specific role within company.,
where staff training program plays specific working role within recent time periods for
bringing on learning towards varied advanced standards rise. This further signifies functional
synergies where new skills, potentialities and working capabilities should be worked on
actively on which new training sessions should be further employed (Top 10 hotel trends in
2020: Are they here to stay?, 2021).
 Staff training programmes: Hilton hotel will further bring on varied range of
hospitality training sessions for management and employees, for upgrading hospitality
services and fruitful enlarged productive business targets. Dynamic professionalism,
commercial business acumen and stronger experiences enhance scope for further
extending varied untapped new skills among employees. This further pertains

functional rise for extending strengthened scope as per potential target customers
market share which also motivates employee within company.
Hilton conducts various types of specialized practices to keep its staff aware about
recent trends and activities. It helps in deriving competitive advantages through
providing appropriate skills, knowledge and attributes to obtain success
(Babadjanova, 2020). This will give more insights to company to change its current
actions so that prevailing problems can be dealt in effective manner. In addition to
this, it will enable Hilton to process continuously by having accurate and suitable type
of employee for each department (What are the TopManagement Techniques? 2021).
This becomes essential for organization to not only identify but take appropriate
action so that cooperation with changing business environment can become possible.
 Open Communication method:
It is one of the most important tool which enable organizations in hospitality and others
sector to overcome half of problem. Communicating essential components so that mission
and vision can be clearly understood by employees. Having transparency between
management and staff creates positive working environment (Kubes and Rancak, 2018).
Hilton needs to give emphasis on improving its internal procedure regarding making
employees alter about changing policies and methods. This helps in deriving correct path to
accomplish roles and responsibilities in effectual pattern. Keeping communication channel
wide and open aids in deriving flexibility cooperating with changing external circumstances
can become possible for Hilton. This is identified that Hilton should give focus on
understanding employees working scenario problems through positively communicating
with them. This assists in overcoming those challenges that can be refurbished (Albors-
Garrigos, Igartua and Peiro, 2018). Improving efficiency through creating positive and
favourable working environment increases chance to get full potential of staff which can
ultimately inclines financial performance of Hilton. Resolves team issues
Teams are expected to work together for achieving common objective in appropriate
manner. Hilton as being part of hospitality industry need to maintain healthy working culture
in its organizational practices. Another management technique which is crucial to be
recognized in order to develop positive approach in business for improving the staff efforts
sharing margin to increase financial performance. Resolving the pertaining conflicts among

staff decreases chances of failure. The one crucial component that is found in Hilton is lower
tendency to remove existing disputes to motivate employee to perform favorably (Kasem,
Kumaran and Moghavvemi, 2021). It not only provides opportunity of growth to
organization but also increases strength and capability of employees to cope up with varying
need of firm. In addition to this, Hilton ahs got reviews from the customers regarding adverse
performance and service of its staff which requires high consideration to enhance its staff
approach towards ethics and professionalism. Solving employees’ problem can increase the
motivational level which leads to high potential sharing of each performer towards
achievement of objectives and success. In addition to this, it positively impact liquidity
generating capacity of organization.
 Developing Feedback Mechanism
Being a multinational organization company needs to evolve its progress on
continuous basis. This is one of key determinant of success so giving emphasis on
identifying lacking areas becomes essential for organization (What is employee training
and development? 2021). It helps in analysing low success contributing factors which can
be improved. Permitting employees to share their experience and problems aids in
recognition of crucial elements hindering potential and growth of organization. (Prasad,
2020) Developing structural feedback mechanism ahs helped allot to Hilton to improve its
current performance in some extent which is positive aspect. Hilton recognition regarding
working scenario provides the opportunity to explore more development areas that has
contributed in significant manner to make this firm successful in industry (dos Santos
Neto and et.al., 2020). It heavily focuses on continuous modification according to
changing working environment to provide healthy business situations which can lead it
both personal and organizational growth.
Describing and analyzing the issues of Hilton
From the evaluation it can be identified that Hilton is one of the rapid growing
organization in industry. There are varieties of the challenges which company faces in order
to develop successful firm which are listed below. It becomes crucial to focus on each factor
in deep manner by analyzing so that improvement practices can be identified and executed to
drive desirable position in sector (Argenti, 2018). Hilton faces below listed problems which
adversely impact its progress and requires effective strategy application in order to overcome.

The financial performance of company highly get impacted from is marketing and
promotional activities. Hilton has developed advertising and promoting campaigns for
attracting the local as well international clients. There is no positive impact of its approaches
adopted for attaining large number of customers (Kononenko, 2021). On the basis of this, it
can be identified that Hilton has not contributed effectively which be validate by its
expenditure on this particular activities which has been decreased by management as
compared to the previous year from 441000 to 311000. It can be recognized from this that
firm has reduced is efforts for adopting current trends in order to attract clients. Marketing
play crucial role in not only obtaining visitors but also increases reputation in industry (Paley,
2021). This largely impacts the financial credibility and success of Hilton. Proper
concentration has not been paid by Hilton which can be the result of ineffective management
of monetary resources. It can be validate by giving focus on operational income performance
which has been drastically dropped from 1576000 to -119000. On the basis of this it can be
interpreted that financial condition of Hilton is highly requires effective measures in order to
achieve higher operational profitability. Hilton has decreased its marketing as well selling
efforts due to inability of allocating and optimizing available financial resources.
All departments of the Organization's are interconnected so equally analyzing each
actors performance helps company to successfully identify elements hindering financial
condition. Hilton's staffs are found to be ineffective with the working procedure followed by
enterprise. It all impacts negative to customers experience and result into losing customers
(Assagaf and Ali, 2017). There are different factors play essential role in strengthening
liquidity condition of specified firm. There is huge competition in hospitality industry that
forces firm to gain competitive advantages in its personnel by increasing skills, knowledge
and tactics which can help them to perform effectively and provide positive experience to
clients. The end outcome of overall organizational performance can be measured through net
profit earned in specified period of time. Hilton net profitability has adopted the downfall
directional movement. It has declined as compared to earlier period from 881000 to -715000.
By giving emphasis on this it recognition of Cost Structuring and operational issue is one of
the crucial challenges which are faced by Hilton. It becomes essential for organization give
emphasis on improving the prevailing inefficiency in turn to gain higher financial stability
(Yousaf and Xiucheng, 2018). From the evaluation it can be assessed that there is no proper
structuring of expenditure by the management of company. Management play significant role
in deciding the success which requires it to be prompt with decision making because business

condition changes on continual basis (De Pelsmacker, Van Tilburg and Holthof, 2018).
Operational efficiency is as well dependent on technological devices utilized by Hilton and
its understanding regarding its pros and cons.
The major component which influences the financial growth of company is its
efficiency of utilizing available resources. It depends on the training and development of
Hilton how uses its available assets in order to generate its revenue. In addition to this, its
working capital has not been properly utilized to continue its operational practices. It
continuously going in adverse figures from the previous time -222000 to -632000 which aids
in measuring its working process. Its financial condition is low as comparing to the earlier
performance. Inability to utilize its resources decreases the confidence of shareholders which
results in low availability of capital (Sehatpour, Abedin and Kazemi, 2021). By focusing on
financial statements and website information it can be identified that company have major
problems with managing its resources. It has low effective management strategies which is
resulting Hilton in adverse manner. Hilton’s total liabilities has as well increased from
13437000 to 15429000 which is negative indicator. Its debt paying capacity and selecting
appropriate source for deriving suitable option which matches with current low healthy
financial condition (Financial Performance - Understanding its Concepts and Importance,
2021). Low operational and asset quality is found in Hilton that is resulting in negative
performance and adverse liquidity position in industry. There is lack of appropriate planning
in providing training to employees for learning specialization so that optimum utilization of
resources can become possible. Improper appraisal system is heavily affecting the employees
working criteria and resulting in low liquidity growth (Babadjanova, 2020). There is no
proper revenue generating technique used by company as its continuously moving in
downwards direction. Hilton main source for earning revenue are not effective as it has
reached 4307000 from 9452000. it has decreased approximately by half figure that indicates
instability and unsustainable financial growth of Hilton.
One of indicator of financial performance is the company’s strategy adopted to reuse
available fund for generating more revenue. It has failed in conducting research and
development of current market trends which play crucial role in obtaining development
(Rizun, Revina and Meister, 2021). With respect to this, Hilton has issue with its investing
technique as cash flow from it is -76000 which is resulting in adverse capital expenditure.
Hilton has issues in its many of the departments which is limiting firm to boost performance.

Hilton requires to focus on all of the lacking areas to improve its current financial
performance in order to obtain competitive advantages.
FINDINGS AND RESULTS
Through the SWOT analysis, it has been reviewed that company faces issues regards
to fluctuation within the political changes that affect the internal business platforms(Bonfanti,
Vigolo and Yfantidou, 2021). For that Hilton have to develop strategy pertaining to new
resources along with organizational structure. Such that the online website in which the
interview of Hilton’s CFO conducted in which stated that company faces issue to continuing
to stay ahead (Company’s scale,Complexity challenge Hilton CFO,2020). In the emerging era
of digitalization, it is essential for the company to implement the technology in order to meet
the defined objectives of a business. That is why, as per the strength mentioned in SWOT,
company have enough competencies to develop digital and innovative strategies within a
company. Also, it has been examined that company have a brand image due to having a range
of new unit within different locations that helps to meet the need or wants of customers
easily.
In addition to this, company have an opportunity to use best innovative products
within a business and hire a digital market expertise (Lai and Hung, 2017). For the same, it
can be commented that it will help a business to expand internationally and through its online
booking, company is able to minimize the cost of efficiency and improve the business
operations as well. That is why, it will be beneficial for Hilton to grab the opportunity by
using cloud computing, robotics and artificial intelligence within its business area. On the
other side, it is also examined that competition from the rivalry is another threat faced by the
company and it is also affected from the political factors of a country. Such that increase in
the tax rate will force hotels to increase their prices and this cause decrease in the customer
base (Etehadi and Karatepe, 2019).
Moreover, as per the economic factor of the Pestle analysis, it can be stated that
changes in the interest rate and inflation might affect the performance of Hilton and that is
why, there is a need to concern with such aspects that helps to minimize the negative impact
upon business. Hilton always make sure to meet the changing need of customer, such that one
of the customer post about bad customer service upon its trip Advisor site and to respond the
same, company communicate with customer and tries to minimize the issue so that it will not
cause any bad impact upon its goodwill (Zhao, Xu and Wang, 2019). This in turn shows that

company respond quickly in order to incorporate with the changes so that it does not have
any adverse impact upon the business performance. Overall it has been reflected that
company respond immediately because it might affect the brand image of the company and
reduce the financial performance as well.
From the evaluation of management technique it can be analyzed that providing
training to staff helps in updating skills, knowledge of employees. In addition to this, it has
been reviewed that it is influencing factor which motivates subordinate in positive manner
(Beare, Caldwell and Millikan, 2018). It can be interpreted that having this technique in
Hilton has helped organization to maintain continuous learning and evolving environment.
Hilton has enhanced its staff training program to make its subordinate proactive in order to
provide good customer service. Open communication channel is found to be ineffective in
Hilton which is recognized as one of the crucial issue (Fayzullaevna, 2021). It is impacting as
de motivating that is resulting into lower effective performance of staff. This is as well
reducing the opportunity of obtaining innovative and creative ideas to deal with current
situation. Organization has developed feedback mechanism to initiate activities for improving
its staff related problem which is directly impacting financial growth of Hilton.
From the evaluation of issues of Hilton it has been identified that company financial
health is poor. It has an inappropriate cost structuring and leadership practice which is highly
impacting company’s liquidity status (Pintoand et.al., 2017). Hilton has lower revenue
generating capacity as its poor marketing strategies. Company does not pay attention on
encouraging customers to visit its hotel. Lack of promotional activities has shifted the
attention of customers towards similar firms operating. It is assessed from the analysis that
company does not focus on gaining competitive advantages. In addition to this lower revenue
is outcome of inappropriate pricing as well advertising strategy (Callaghan and et.al., 2019).
Less effectiveness in making clients aware about its services increases the negative impact on
financial condition. It is evaluated that Hilton operational efficiency has adversely influenced
its specified income which decreased specified income. It unfavorably affects financial
growth as keeping retained earnings for meeting contingency situation does not become
possible (Galant and Cadez, 2017). Hilton working capital is as well found to be negative
which inclines possibility of more indulged into inappropriate capital structuring. Company’s
capitals structuring ahs highly got affected from the mentioned elements. On the basis of
issues evaluation it can be analyzed that there are various immeasurable as well determinable
factors which is affecting the organizational financial performance. The current case study

has given deep emphasis on all these factors to measure the issues that are limiting
company’s financial growth and development. The most important elements are net
profitability, working capital, marketing strategies, etc.
ACTION PLAN
S.no. Problem Solution Desired
outcome
Time
scale
Completio
n date
Planned
budget
1 Changing
perception
of people
Conduct a
market research
in order to
determine the
trend and then
implement the
same within a
company
(Tamayo Garza
and Vega
Cadena, 2017).
This help
company to
innovate within
existing
services so that
it causes
positive impact
upon the
business
(Zobnina and
Rozhkov,
2018).
2
months
26th July
2021
£ 10,000
2 Less market
share as
compared to
other
competitors
To solve the
issue, company
must review
pricing strategy
of the
competitor and
then set the
price of offered
services
(Perenc, 2020).
This in turn
The desired
outcome for
this problem is
to increase the
financial
performance
and raise the
brand image at
global level (Li
and et.al.,
2020).
1
month
27th June
2021
£ 5,000

assist to
increase the
market share by
attracting new
customers
3 Complied
with the
advance
technologies
To solve the
same, it is
suggested to
hire experts
who run the
advance
technologies
within a
workplace like
robotics,
autonomous
facility etc
(Umasuthan
and Park,
2018).
The outcome
for this strategy
is such that it
will assist to
improve the
operations and
improve the
efficiency of
the company in
effective
manner
1
month
27th June
2021
£ 2,500
4 To cope
with the
fluctuation
within
economic
factor like
deflation
rate due to
pandemic
In order to
minimize such
problem, Hilton
may offer the
services within
combo packets
such that
complementary
lunch, discount
on 10% etc.
Along with this,
company also
use
membership
The desired
outcome of this
problem is such
that it will help
to attract range
of new
customers
towards it.
Moreover,
company might
also improve
the financial
performance
and maintain
2
months
27thJuly
2021
£ 7,500

card or loyalty
cards in which
it may off in
price during
second visit of
customers.
the flow of
cash regularly
(Bi and et.al.,
2020).
Recommendations
Through the above, it has been examined that company have a brand image, but there
are many loopholes which needs to be minimized. For that, different recommendations are as
mentioned below:
 It is to be suggested to hire one SEO who will assist Hilton to improve the brand
image of the company at further level of success. With the help of marketing experts,
the brand image of the company will be improved and this in turn assist to grab
attention of many customers (Kim and et.al., 2020). Research also indicates that
through this method, company increase the traffic and people are encouraged to visit
the website that helps to attract new customers towards it. As it is consider the
primary source of leads which is consider the best marketing tool for companies and
that is why, Hilton should consider such activity within its workplace.
 Through the analysis section, it has been reflected that most of the customer faces
customer service issue within a business (Ramos and et.al., 2018). For that, it is also
recommended to Hilton to conduct a survey which in turn help them to identify the
improvement areas and then make effective strategy to overcome the same. On the
other side, company also improve the customer interactions and consider all the touch
points which might help to determine the weakness of a business. Taking feedback
from the customer also assist business to determine their satisfaction level within a
business.
 It is also suggested to the company to provide regular training and development
sessions to their employees either quarterly or half yearly. This in turn assists to
improve the professional and customer skills among employees so that it does not
cause any negative impact upon the business performance (Amar, Syariati and Rahim,
2019). Through such method, company is able to motivate employees so that they will

enhance the overall productivity within a specific area. That is why, company should
consult with trainers who assist them to improve the overall performance in effective
manner.
CONCLUSION
By summing up above it has been concluded that Hilton has a strong market presence
because it have more than 500 different stores operated at different locations which reflect
that company has a strong goodwill. Through the Pestle analysis, it has been identified that
company have to comply with all external environmental factors, otherwise it may cause
negative impact upon the business performance. For example, if Hilton does not implement
the digital technique then it cause opposite impact upon the business performance and does
not able to improve the overall performance within market. Further, with the help of internal
analysis, it has been summarized that company develop different brand engagement strategies
but it also faces weakness regarding to less market share presence.
In addition to this, through the main body analysis, it has been concluded that
company must develop its effective management practice, though company have a strong
financial performance within the market. This in turn reflected that Hilton develop range of
techniques that assist company to generate better outcomes like it develop environmental
policies which helps a business to grab future opportunities and clean the environment.
Moreover, through action plan, study reflect major problem which affect the business
performance and along with this different and suitable actions has been implemented that
assist to minimize the problem so that company improve image. Also, through the suggested
ways, Hilton also improve the image as well as its customer service so that generate best
outcomes as well.

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