A report 5000- 5500 words maximum. excluding reference list (bibliography) Credible referencing and Intext citation along with bibliography for all referenced work using the Harvard referencing system.
(First) Explaining the role of marketing and how it interrelates with other functional units in a hospitality organisation
Explain the key roles and responsibilities of the marketing function within a selected hospitality organisation Hilton or Marriott. Discuss how roles and responsibilities of marketing relate to the wider organisational context. Analyse the roles and responsibilities of marketing in the context of the marketing environment. Analyse the significance of interrelationships between marketing and other functional units within a selected hospitality organisation. Critically analyse the key elements of the marketing function and how they interrelate with other functional units within a selected hospitality organisation.
Define marketing and briefly introduce marketing in the context of the case study organisation
Market research; Distribution of good and services; Finance; Adapting the right Prices; Creating Product Promotional channels; Matching products with customer requirements; Relationship marketing (The changing role of marketing); Product management; Exchange that have value to customer`s clients, partners, and society at large. NOTE: Critically analyse at least four of these key roles and responsibilities of marketing and relate to your chosen organisation.
To critically analyse how the roles and responsibilities relate the marketing environment, you need to analyse:
Discuss the process which are as follows: Setting Marketing Objectives; Analysing Marketing Opportunities; Research and Selecting Target Markets; Designing Marketing Strategies; Planning Marketing Programmes; Organising, Implementing and Controlling Marketing Efforts.
Analyse how the roles and responsibility of marketing such as: Identifying and categorizing customer segments; Determining a customer’s current and potential needs; Determining customers’ responses to rivals’ current and potential Organisational offerings; Examine competitors strategy & reaction; Establish management information system to identify and communicate organisational and marketing plans with regards to sales, advertising, promotion, and service programs; Identifying target markets within segments; Develop new products; Auditing customer brand experience, relate (influence and impact) to Micro factors (Company; Suppliers; Market Intermediaries; Public; Competitors; Customer). NOTE: Provide critical analysis to cover minimum of four points from the listed role and responsibilities with examples from the chosen organisation
Analyse how the roles and responsibility of marketing such as: Identifying and categorizing customer segments; Determining a customer’s current and potential needs; Determining customers’ responses to rivals’ current and potential Organisational offerings; Examine competitors strategy & reaction; Establish management information system to identify and communicate organisational and marketing plans with regards to sales, advertising, promotion, and service programs; Identifying target markets within segments; Develop new products; Auditing customer brand experience, relate (influence and impact) to Macro factors (Political; Economical; Social; Technological; Environmental; Legal). NOTE: Provide critical analysis to cover minimum of four points from the listed role and responsibilities with examples from the chosen organisation
You should critically analyse how Marketing interrelate to other functional departments alongside the importance of their relationship. NOTE: Provide analysis of a minimum of three different functional departments with examples from the chosen organisation.
(Second) Compare ways in which hospitality organisations use elements of the marketing mix (7Ps) to achieve overall business objectives.
Compare the ways in which different hospitality organisations apply the marketing mix to the marketing planning process to achieve business objectives. Evaluate different tactics applied by hospitality organisations to demonstrate how business objectives are achieved.
7Ps of the Marketing Mix (Product; Price; Place; Promotion; People; Process; Physical Evidence), AND STP model (Segmentation; Targeting; Positioning) NOTE: Described the meaning of each element and compare by showing how two different Hotel each of the elements to their marketing planning processes to meet their business objectives.
(Finally) Develop a basic marketing plan to meet marketing objectives for a hospitality organisation
Produce a basic marketing plan for a hospitality organisation to meet marketing objective. Produce a detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet marketing objectives for a hospitality organisation. Design a strategic marketing plan that tactically applies the use of the 7Ps and includes measures for monitoring and evaluation to achieve overall marketing objectives.
Here three objectives and each objective use two or three of the 7ps of marketing to highlight your explanation, The objective has to be specific, example, it can be increase profit shares by 10 %, a specified sustainable initiative, introduction of a specific technology to enhance performance in a particular department
(Use SWOT for situational analysis)
(Make sure the objectives meet the SMART criteria)
List 3 Objectives be specific
(Focus on Segmentation, Target, and Positioning)
(Focus on how the firm will use the 7Ps of marketing to communicate to their target
|Objectives 3 X Objectives (SMART) Use SMART for the objectives but do not do SMART Be Specific with the objective||Implementation|
|Action plan (Critical Success Factor) using 7Ps of marketing Action plan (Critical Success Factor) using 7Ps of marketing You can use two or three of the P’s for each of the objectives||Timeframe||Whose Responsibility||Product/Service Goal||Monitoring tool (KPI) Key performance indicator|
SOLVED SOLUTION FOR HILTON MARKETING ESSENTIALS
As the global hotel sector becomes more competitive, firms are devising marketing techniques that are not necessarily productive but also long-term. Hilton Hotel is a world pioneer in the business, with a worldwide network and high-quality goods & services aimed at the high-end market sector. This report will look at Hilton’s existing marketing strategy from a global viewpoint and its specialized activities in the UK market. The information was acquired from reliable details such as corporate papers, publications, research papers, and other hotel-related web resources. Hilton Hotel’s current marketing approach is beneficial in ensuring its continued competitiveness in the upmarket market. It was also clear that the middle-class portion of the industry has grown in importance, accounting for the majority of visitors worldwide. The hotel’s existing marketing techniques are inefficient in guaranteeing that this part of the market gets reached. As the worldwide hotel sector becomes more profitable, firms are devising productive marketing techniques and long-term. Hilton Hotel is a world leader in the business, with a global presence and high-quality goods & services aimed at the high-end market sector. This article will look at Hilton’s current marketing strategy from a global viewpoint and its specialized activities in the UK market. The information was acquired from secondary sources such as corporate papers, books, journal articles, and other hotel-related web resources. Hilton Hotel’s current marketing approach is beneficial in ensuring its continued viability in the luxury market. It was indeed clear that the middle-income portion of the industry has grown in importance, representing the majority of visitors worldwide. The hotel’s existing marketing techniques are inefficient in guaranteeing that this part of the market gets reached.
Explaining the role of marketing and how it interrelates with other functional units of an organization.
The marketing function can be characterized as the functions of a business entity that assist it in identifying and sourcing possibly effective products to the customers and assisting in their publicity. Commercial companies are prevalent in marketing assessment, product strategy, development process, promotion, sales, financing, customer support, and other tasks. The marketing functions are liable for the business’s expansion and include multiple duties of the enterprise entity. ” Strategy management, marketing research, sales support systems, product development, finance, distribution systems, and human resource departments are all examples of marketing functions.” These marketing functions play various roles in the company organization’s success. Market research, financing, product creation, communication, distribution, planning, promotion, and selling are primary duties and responsibilities of marketing functions. In a company firm, marketing functions play a critical role. Marketing functions in an organization are intertwined with other organizational functions.
The association between marketing functions and other organizational functions may be stated as follows: marketing functions are essential to any business, and as a result, different sectors and functional units are linked to one another. This can be illustrated by the fact that marketing functions require support from the firm’s other operational divisions to function correctly. If a firm has to create and execute a marketing strategy, it will need the help of the firm’s finance section, “human resource department, sales department, and production department.”
Explaining the key roles and responsibilities of the marketing function (P1)
Marketing is a perpetual procedure that starts with the conception of a commodity and ends with the intake of that product to establish a lucrative client connection (Kotler et al., 2019). It is a dynamic function of any corporation, such as Hilton, that has a significant impact across the board. A marketing manager might take on a variety of responsibilities. These are discussed briefly. Market analysis gathers knowledge about a product’s or program’s industry to aid in future decision-making. It investigates consumer choices and inclinations, as well as the reasons for them (Shapiro et al., 2013). For the company’s benefit, a critical efficient market study is required for any Hilton good or service. Market analysis aids in determining what factors buyers consider when buying a product and client habits (Pelsmacker, Tilburg & Holthof, 2018).
Creating a Marketing Strategy: One of marketing’s most important responsibilities is to create an effective marketing plan. All other activities of the organization will rigorously follow it. Furthermore, the profit or long-term viability of the firm is heavily reliant on this marketing strategy (Kotler et al., 2019). The marketing strategy outlines how the company will function and the budget and analyzes its strengths and shortcomings.
Creating a marketing strategy is also an essential step in capturing or recruiting new consumers. Clients currently regularly alter their minds. As a result, the marketing campaign should be more successful. The marketing department takes a big step in developing an effective marketing plan. Individuals, procedures, and the physical environment are all part of today’s marketing strategy, in addition to product, pricing, location, and promotion.
Customer Relationship Management: Today’s marketing departments, including Hilton’s, prioritize customer relationship management. As a result, an excellent long-term consumer connection is assured. CRM guarantees that customers and the firm have a beneficial relationship (Redmayne et al., 2011). It keeps consumers for a long time and enhances their happiness.
Marketing managers continuously look for new possibilities, procedures, products, and other methods to increase profits and maintain a viable long-term business. Unexpected opportunities arise from moment to time in this aggressive corporate environment, and the marketing department assists its organization in seizing them.
Branding management is a component of marketing that adds quality to products or services and increases client acceptability. Furthermore, this method can build long-term client loyalty, critical for any organization (Redmayne et al., 2011). Moreover, it has the potential to instill a specific conviction in the products.
We are analyzing the marketing duties and responsibilities in the context of the Hilton Hotel’s marketing environment.
The functions of marketing are molded or modified in a changing setting. The marketing team of Hilton plays a variety of responsibilities in distinct marketing environments. These are discussed briefly beneath.
Marketing’s Tasks and Obligations in a Political and Legal Environment
The government, political parties, NGOs, legislators, and current legislation contribute to the political and judicial context. Government rules are constantly in place, and Hilton must follow them to the letter. Furthermore, Hilton’s marketing staff must verify that their efforts do not violate current rules and regulations. It must not overtly or indirectly endorse any political party (Kotler et al., 2019). In the long term, the marketing industry must be aware of what various NGOs expect and claim. NGOs enjoy widespread public popularity, and Hilton’s marketing staff should not dismiss or dismiss their demands for a carbon tax, green tax, or other such measures. Furthermore, the marketing team must ik8ju guarantee that marketing efforts do not violate the environmental legislation, intellectual property act, or other laws (DO,2021).
Marketing’s Role and Responsibilities in the Economic Environment
The economic environment is heavily influenced by marketing. The economic climate primarily determines clients’ buying capacity and how little they purchase. (Redmayne et al., 2011) The marketing department recognizes it via various market research and develops tactics. Hilton provides a service that is based on purchasing power. People in the United Kingdom have more spending power. Thus Hilton offers more luxury hotel amenities at a higher price. In undeveloped nations, on the other hand, Hilton hotels provide somewhat high-quality items since they have fewer customers. Nevertheless, persuading individuals to buy things they don’t need is bad for businesses to large degree products.
Roles and Responsibilities of Marketing in a Sociocultural Environment
The marketing department keeps a constant watch on the population to ensure that no product, campaign, or activity contradicts people’s views. On the other hand, marketing has the power to change people’s minds (Shapiro et al., 2013). It may aid clients in employing a variety of beneficial and effective products. The brand has to be standardized to avoid long-term customer misunderstanding. The Hilton firms in the United States and the United Kingdom formed a joint marketing agreement in which they used a single logo, advertised their goods, and shared a reservation system.
Roles and Responsibilities of Marketing in a Technological Environment
The pace of today’s businesses is being shaped and accelerated by technology. The marketing department of Hilton is also heavily impacted. It now provides online marketing, sales, and public relations consulting (Shapiro et al., 2013). Visa International Hotels were phased down once the agreement was signed, whereas Conrad Hotels were renovated into luxurious brands and operated within and beyond the United States. Furthermore, the business’s growth drive resulted in purchasing several companies, including International Leisure Company (1971), Promus Hotel Corporation (1999), Park Place Entertainment, and others. To be the world’s biggest hospitable company by giving clients unforgettable experiences, substantial opportunities for “Team Members,” outstanding value for Owners, and a positive” effect in our communities. Nonetheless, the marketing team may conduct surveys and market research over the internet. It is inexpensive yet very effective.
Concept and context of Marketing in Hilton hotel
The report includes recommended strategies for marketing material promotion, advertisement, and engagement that must be executed to achieve the desired outcome. Rising competition has compelled all businesses to pay close attention to their current operations to maintain their survival and presence in the global marketplace. All companies compete fiercely, forcing them to rethink their strategy and seek out new markets and consumers. The adage that “customers are king” will never be forgotten, as a company’s entire survival is dependent on its customers and their contentment (Sterev, 2017).
Client satisfaction is a culmination of a firm’s practical marketing activities. Since its inception in 1919, Hilton Hotels has become one of the most popular brands among corporate and leisure visitors worldwide. The hotel chain now boasts over 500+ hotels and resorts in practically every major city on the planet. On its way to establishing the ideal travel companion for tourists worldwide, the hotel company has crossed many bridges. The hotels’ marketing techniques have been effective from their start, as seen by their continued expansion. They’ve been attempting to adapt to shifting business conditions and thrive in a competitive market (Hamzah & Shamsudin, 2020). Segmentation of the target market The Hilton Hotel Group focuses primarily on international business and leisure guests. Client category and travel type have been used to segment the target market. Business leaders frequently travel in economy class and plan ahead of time for their trip and lodging. On the other hand, leisure travelers prefer luxury and executive class when they want top-notch service at any cost.
Marketing Communication and Product Life Cycle has been in operation for many years; the hotel has already reached its development stage. In reality, when looking at the hotel’s entire product life cycle stage, it’s in the saturation stage, when it’s up against intense competition from other hotels. At this time, effective marketing communication is crucial. Clients are likely to be unaware of the new products and services the hotel delivers to its customers when there are numerous hotels to fulfill limited demand in the market.
Roles and responsibilities of the marketing function at Hilton Hotel International
To attain an organization’s purpose, members must work together. All departments working together develop a relationship that makes it easier to work as a family. As a result, business success is a breeze. The department’s aim will not be achieved if the organization is unable to foster collaboration. Consequently, the organization’s aim will be missed as well since the performance of each department is dependent on the success of the others. HRM, finance, and study influence the marketing department’s aims. If the investigation section fails to offer reliable data, the marketing department will not develop a strategy mix and plan. Because the accounting department cannot allocate the required funds for marketing, it will not carry out its strategy mix or plan. Following the industrial revolution, London became a hub for capitalists and politicians alike. As a result, the hotel business is the first to thrive. Foreigners visit this city regularly. So they’ll need a high-end hotel to stay in, as well as a conference and a political conference. It will enhance a hotel’s performance if the marketing department creates an appropriate strategy and tactics.
They are creating Product Promotional channels. Incentive trips are the most general promotional approach used by the firm. These tours are usually aimed at attracting new clients. They are given premium packaging, which encourages potential consumers to choose the hotel above competitors. Furthermore, the firm provides a discount program only available at certain times of the year, such as holidays, when consumers may get a 50% discount. The firm’s promotional techniques are based on a push marketing approach, in which clients are greeted at the main door and guided to their apartments, giving them a pleasant first experience. The company’s primary advertising tactics are media and print advertising. This provides consumers access to data about the hotel’s products and the design, patterns, and special deals (Watson et al., 2007). The hotel brochure provides a more thorough description of the hotel’s offerings. More specifically, the hotel’s website and other websites are regularly utilized for advertising the hotel’s goods and services.
Distribution of goods and services: Hilton Hotel is highly concerned with distributing its goods and services. Because they recognize the importance of the food area in the hotel business. As a result, they implement policies to assure food safety and meet client demand. This approach entails providing hygienic meals at a reasonable cost, maintaining current trends, and meeting client demand. They create a feedback or review mechanism on the TripAdvisor website to implement this guideline. “We just stayed at this hotel on a night out in London, and I can honestly say it was one of the finest hotel stays I have had,” writes Dannirr, a TripAdvisor user.
Relationship marketing and Human Resource Management: HRM ensures that employees’ skills are maintained through training programs. Employees are critical to the hotel industry’s success. Customers want staff to smile, and their other responsibilities include serving beverages, breakfast and managing client necessities such as clothing and luggage. HRM also aids in the recruitment of qualified and trustworthy personnel. This aids in employee retention in the company. As a result, people may form bonds with one another and contribute to the organization’s success. As a result, the HRM department may contribute to the achievement of the corporate aim. Housekeeping, upkeep, decorating, security, and operations are all part of the hotel department. Because most of a hotel’s revenue originates from room sales, it constitutes a focal focus for the hospitality sector. Hilton is concerned about the partition of their room. They offer 74 rooms, including six suites, to assist attract customers. Their rooms are likewise well-decorated, as their clientele are generally upper-class individuals who want well-decorated rooms and excellent service. Guys are heroes in this area, especially at the front desk as housekeepers.
Finance: Whatever occurs if everyone in the world has no idea where their investment is? (oil, xenon, gold, diamonds, and so forth) The contemporary corporation did not develop in the way that it does now. Consider what would happen if hotel owners had no idea where their money went, where their revenue came from, or how much it was. Some days, the hotel will be closed. Accounting is in charge of keeping track of all corporate transactions. Accounting is used to calculate employee wages, sales, profit, and so forth. Furthermore, other essential tasks include preparing a set of month-end accounting, financial statements and balance sheets, cash flows, budgeting and company planning, etc.
Relationship of the roles and responsibilities of marketing on the broader marketing environment
The following are the primary responsibilities of marketing in the marketing environment: Marketing management may be described as preparing and implementing a variety of marketing strategies. ” Pricing, promotion, distribution, and sales are examples of marketing principles that complement the company’s target demographic.” Marketing’s responsibilities may be summarized as follows:
Market strategies: The first duty of marketing is to design marketing techniques and plans for a company. The institution’s management must recognize the wants and requirements of target clients and supply goods and services that meet those demands. The creation of a marketing strategy strikes a balance between corporate goals and market prospects.
Marketing information system (MIS): A marketing information system (MIS) offers data on various topics, including product development, execution, and management of marketing initiatives. For instance, MIS displays real-time logistics statistics, allowing the distribution system to operate more efficiently.
Monitoring the marketing environment: The marketing procedure is critical in identifying new changes in the market structure, which give a positive reaction to Hilton’s product and service growth. Changes in industry characteristics, socioeconomic dynamics, “market internal and external changes, political and legal changes, and so on are all part of these new developments.”
Marketing research: Marketing research is regarded to be the most critical aspect of marketing. The research entails specific product, pricing, and customer information to express the company’s finest goods and services to the market.
LO2 Compare how hospitality organizations use marketing mix elements (7Ps) to achieve overall business objectives.
P3 Compare how different hospitality organizations apply the marketing mix to the marketing planning process to achieve business objectives.
E. Jermone Mccarthy developed the 7ps marketing mix. Product, promotion, location, reward, people, procedure, and physical evidence make up the 7ps. The marketing mix is a collection of strategic instruments that may be used to influence a specific market. Designing the marketing mix is a crucial task. Every company has a marketing mix strategy, and there are variances in marketing mix programs from one company to the next. We’ll compare and contrast Hilton and Marriott in this section.
|Elements of 7ps||Company 1: Hilton||Company 2: Maillot|
|Product||Hilton provides accommodation services in 117 nations and territories across the world. It has an 18-brand portfolio that includes luxury, premium, and midscale hotels (2019). Owned or managed properties, joint ventures, and outsourced assets are all examples of properties. As of 2018, there were 4,925 franchised locations.||The J W Marriott hotel network is among the biggest well-known and well-known luxury hotel chains in the industry. The company’s main business is hospitality solutions. It divides its services into three categories: core, actual, and enhanced, including various services such as hotels, hospitality management, resorts, and accommodations. The most money is derived from their primary product, hotels, which ultimately depends on how well they meet consumers’ requirements and wishes.|
|Price||Hilton Hotels & Resorts provide a range of encounters ranging from family-run to luxury. Hilton’s portfolio includes three luxury hotels that offer a wide variety of luxury amenities, featuring wellness amenities and a wide variety of luxury products at competitive pricing. Hilton’s Tru hotels in the more inexpensive category are aimed at middle-class travelers seeking affordable luxury. Additional hotels in the brand’s inventory, such as “Upper upscale, Upscale, and Upper-midscale hotels, cater to upper-middle class and wealthy guests. Price skimming is used”. Has expanded its offering of services aimed at price-conscious customers. The millennial generation is budget-conscious.||Regarding cost, J W Marriott’s hotel prices vary depending on the hotel, the client, and the area. Marriott sets hotel rates while maintaining a value-for-money and quality-for-money framework, and their pricing approach is managed without jeopardizing their brand reputation. Hotel rates vary depending on consumer demand as well as the costs associated with advertising and upkeep. Marriott’s prices adopt a market edge in that they vary depending on Deluxe, Executive, and Apartments.|
|Promotion||Hilton Hotels & Resorts provide a range of activities ranging from budget to luxury. Hilton’s portfolio includes three luxury hotels with amenities such as a wellbeing spa and a wide choice of high-end services. Hilton’s Tru hotels cater to middle-class travelers seeking inexpensive luxury. Other properties in the brand’s inventory, such as Upper upscale, Upscale, and Upper-midscale hotels, cater to the upper-middle class and wealthy. Price Skimming is a method used by the company. More services for price-conscious customers have been introduced to its repertoire. The price sensitivity of millennials is strong.||Marriott’s product advertising is solely focused on the internet. The company has designed their web page in just a method that focuses specifically on the products they display in all of their merchandise offers comprehensively and following precooking of hotel rooms through various online booking websites like MakeMyTrip, Expedia, and Trivago. Different advertisements, films, and initiatives on numerous online network platforms are among the diverse promotional channels. Their ‘Shaadi by Marriott’ campaign, which promoted the bride’s big day in collaboration with Marriott, was a major hit in India.|
|Place||Hilton Hotels & Resorts’ headquarters are located in McLeod, Virginia. Office locations for the hotel network may be found in the United Kingdom, the United Arab Emirates, Japan, China, and Singapore. Hilton is a worldwide hospitality company with 5,685 hotels and resorts in 113 countries and a total of 912,960 rooms (as of December 2020)||Marriott has a presence in more than 120 countries, and its hotels may be found in a variety of locations across the city, including near airports, main streets, highways, and the central market. Marriot is invariably exceptionally site based since they recognize it a benefit extensively to draw buyers, particularly enterprise-class, so although tourists prefer to remain in hotels near roadways and airports, tourists prefer to stay in hotels near the main area or central market where they can have easy entry and viability whenever it comes to exploring the position.|
|People||As of December 2020, the company employed 169K people. Keep a good work environment. For its emphasis on people management, it has received several honors and accolades. Workers are rewarded and benefitted in a way that is unrivaled in the business. Workers are provided the following advantages: “Competitive Starting Salaries, Best in Class Paid Time Off, Educational Assistance Programs, Health and Wellness Programs, and Retirement Savings.” Paid Parental Leave is also available”.||Marriott emphasizes the significance of servicing its customers, which is the brand’s critical personnel approach. They thoroughly train their employees and offer them control in the event of a service breakdown. They put a lot of effort into educating their employees to be strongly driven to provide exceptional service that exceeds consumers’ standards. Marriott was named “Best Place to Work” in 2016, and its employees earn more positive feedback than its offerings.|
|Process||Hilton customers can reserve hotels and monitor their stay via the Hilton website or app. The emphasis is on providing more consumer convenience. Making bookings, selecting accommodations, and using a mobile device as a room key are all possible with the Hilton App. The front desk is no longer required. Guests may use the app to check in and leave.||Marriott has several business procedures to ensure that consumers receive high-quality service, have quick bookings, and have a pleasant stay. Marriott operates straightforwardly, allowing guests to work and book rooms using internet booking services. Check-in begins at 10:00 a.m., and check-out is at noon.|
|Physical Evidence||Apart from the concrete aspects, such as the items visitors utilize during their vacation, hotel services are mostly intangible. Bills are another type of tangible proof. Digital services have supplanted paper bills. Paperless check-in and check-out are available through the Hilton app. The facilities and furniture in the room are also physical proof.||The J W Marriott hotel structures and resorts are the company’s most visible assets. Although services are primarily intangible, Marriott strives to create a beautiful extravagant environment and interiors for its clients. It is a luxurious atmosphere with a unique physical sensation that draws consumers and encourages them to remain and repeat the encounter. Towels, pamphlets, pencils, soaps, and other tangible products of the Marriott brand are examples. As a result, this provides insight into Marriott’s marketing mix.|
LO3 Develop a basic marketing plan to satisfy a hospitality organization’s marketing objectives
Marketing planning is a method of developing a marketing strategy that may help a firm achieve its entire marketing goals. Every business needs to have a marketing strategy to achieve its objectives. This marketing strategy considers the budget, financial status, production, and personnel concerns, among other things. In the hotel sector, a marketing strategy is crucial.
During the ages, Hilton Hotels and Resorts has profited from a huge client pool that has helped them stay profitable. The company has a large client base as a byproduct of its international presence. There’s been an increase in competition in the hotel industry. Several firms have entered the, offering Hilton Hotels and Resorts identical goods and services. As an outcome, substantial market analysis is essential for the company to remain successful in the long term. To get an advantage over their competition, they should investigate what clients need and offer them. A strong brand with suitable marketing tactics can help the company. According to the CEO, an effective marketing strategy will boost the firm’s revenues. During the years, Hilton Hotels and Resorts has profited from a huge client pool that has helped them to remain profitable. The company has a large client base as a result of its global presence. There has been an increase in competition in the hotel industry. Other firms have entered the market, offering Hilton Hotels and Resorts identical goods and services. As a result, substantial market research is essential for the company to remain successful in the future. To get an advantage over their competition, they should investigate what clients want and offer them. Effective marketing with suitable marketing tactics can help the company. As per the CEO, an effective marketing strategy will boost the firm’s revenues.
Overview of the Company & Plan
Hilton Hotel and Resort Corporation is one of the world’s most prestigious luxury hotel chains. Conrad Hilton started the firm in 1919. ” Hilton hotel networks now include over 3500 hotels and resorts in over 80 countries across the world”. Because of the intensified competition, the firm must devote additional resources to marketing. Companies must research consumer requirements and desires to provide goods and solutions that are beneficial to them. To stay successful, they need to establish an economic benefit over their competitors in the hotel sector. This research will review Hilton Hotels and Resorts’ market strategy to demonstrate the firm’s standing in the hospitality sector. The efficacy of the variety of marketing methods accessible to the firm will be assessed.
Throughout this dissertation, a marketing intelligence strategy will be developed, with the functions of every component explicitly defined. It may be characterized as a company’s plan to combine its marketing aims and objectives into a unified strategic plan. To acquire continuity and better earnings, an excellent marketing plan can be created by evaluating the industry and devoting consideration to its goods and the demands of its consumers. It may also be defined as a collection of divisions about which Marketing is based, achieved by concentrating on specific markets and placing the product or commodity underneath the placing technique.
Current Marketing Situational Analysis
The UK industry is constantly complicated, and forecasting it is challenging. Internal and external analysis are separated in this situational analysis.
Situation Analysis (SWOT Analysis)
This aids in identifying the critical aspects of the firm where it outperforms the competition and has a comparative benefit. Strengths are often the company’s primary expertise.
According to the marketing strategy, the Hilton hotel will be marketed as a location that delivers exceptional hospitality. To retain clients loyal, the system will focus on establishing and sustaining good customer relationships. ” Client engagement planning efforts” will help the hotel properly comprehend the needs and objectives of its visitors. According to the marketing strategy, the Hilton hotel will be marketed as a location that delivers exceptional service. To maintain client commitment, the system will focus on developing and sustaining excellent client relationships. Initiatives in marketing will assist the hotel in better understanding the requirements and expectations of its guests. The hotel will provide each customer with the best degree of comfort, allowing them to feel at ease. The hotel will also emphasize innovation to guarantee that new goods and services are launched to meet customers’ demands. Each Hilton hotel will have its distinct style to establish a strong brand personality and recognition.
The marketing mix is a set of interconnected factors that include the 7Ps to satisfy target customers over company competitors. The Hilton Hotel’s marketing strategy, based on the 7Ps of the marketing mix, is as follows:
External political, economic, social, technical, environmental, and legal variables that affect enterprises are referred to as PESTEL (Kukartsev et al., 2020).
Factors of politics: Any industry’s prosperity is contingent on political stability. Hilton Hotels are directly affected by political considerations since they must fit with current global political changes (O’Fallon and Rutherford, 2011, p.462). Political difficulties also influence the number of business travelers and tourists who are the hotel industry’s most valuable consumers. For example, the current political unrest in Northern Ireland has a detrimental influence on the number of travelers who visit the nation for fear of losing their lives. Similarly, consumer protection and UK employment regulations, as well as hostile political situations resulting from severe competition regulation, have a direct impact on how the Hiltons succeed.
Economic considerations: The Hiltons’ business operations are influenced by global macroeconomic issues and conditions, as well as specific events like as the 2012 Olympic Games in London. Tax regulations, changing weather conditions, and the expansion of the UK economy are all economic aspects that Hilton Hotels’ market researchers and strategists should keep an eye on to keep their top rank in the worldwide hotel industry (Simkin & Dibb, 2013).
Social determinants: The Hiltons are well-known around the world, with the United Kingdom being a popular destination for shoppers, tourists, and business travelers; however, social factors such as emerging trends in customer lifestyles, consumer behaviors, and customer spending habits have an impact on the Hiltons’ operations.
Factors technological: The hotel industry is directly impacted by fast technology improvements. As a result, the Hiltons must integrate technology into their operations while eliminating manual and archaic procedures (Dudovskiy, 2016). This is because clients may examine the rates of the Hotels’ products and services before making an online reservation.
Environmental determinants: Climate and weather change, waste management programs, pollution and recycling, and the adoption of environmentally friendly products and services are all examples of these variables. Because customers are increasingly demanding products from ethical and sustainable sources, environmental concerns directly impact the formulation of effective marketing strategies, and Hilton market researchers must note this.
Factors of law: Customer health and safety, product security and labeling, consumer laws and rights, and advertising standards are all legal considerations. Hilton presents a significant task since it operates internationally, and it was challenging to get everything right given that each country has its own set of rules and regulations.
Action marketing plan
|Objectives||Action plan||Timeframe||Whose Responsibility||Product/Service Goal|
|To increase the customer base||The company must locate an emerging market.||This will be done within eight months||Branch Managers||They must invest in R&D to locate an emerging market. $80,000|
|Invest in mid-level hotels||To enter the mid-level budget sector||4 to 6 years||Group of Hilton’s Executives||This will be more expensive because they will have to start from scratch when accessing the various portions.|
|To have strategic alliances||To have a strategic Alliances||It Will be done within three years||Supervisors and branch managers||They must invest in R&D to locate an emerging market. $80,000|
Use SMART for the objectives.
This assignment effectively demonstrates the marketing function’s role as well as the interrelationships between other organizational processes. To attain corporate objectives, the 7Ps of the whole marketing mix are contrasted in company organizations. In addition, the formulation and assessment of a marketing plan are briefly discussed. Today’s hotel sector is at a crossroads. As a result, there are many rivalries all over the world, including in the United Kingdom. To stay competitive, Hilton must have a marketing plan. The marketing strategy aids in the dissemination of information to the intended client (Westhuyzen, & Merwe, 2017). As a consequence, Hilton develops a brand reputation that aids them in achieving their objective. As a result, marketing is critical for any business.
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