“REPORT” INSTRUCTIONS: You are required to develop a strategic marketing plan for a hotel chain (Hilton Hotels Group) You need to undertake an analysis of the selected organization’s market(s) and an...

Strategic marketing plan for Hilton Hotels Group
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Executive Summary
The growing importance of marketing strategies for hotel industry has been seen over the past few years. The reason attribute towards this change is not only due to increasing competition but also realization of following the path of sustainable growth. Hilton group of hotels is one of the leading chains with worldwide presence across major places. They have been able to build a
and in this domain thanks to its unique offerings in terms of products and services which has created an impact in the mind of consumer. This paper analyses the cu
ent position of Hilton group of hotels and future strategies are proposed to tackle any organization challenges faced in the business.
The information has been gathered from variety of sources that range from publications, websites, journals and reports published in this domain. The past performance of the hotel chain shows good performance in upscale market and has been able to good fight to its competitors. In recent years, there has been substantial increase in the middle-class segment which has also accounted for the global rise of tourist across places. The is a need for the hotel chain to come up with new strategies to cater the need of the growing segment to stay in competition since the cu
ent market strategy remains ineffective for the middle-class segment.
After the situational analysis, the paper went further and has given suggestions on various measures that the hotel chain should take for tapping the market and ensure success in it. Strategies for next 3 years are suggested which will help in increasing its profits and keeping themselves in competition.
Table of Content
1. Introduction
2. Company Background
3. PEST Analysis
a. Political Factors
. Economic factors
c. Social Factors
d. Technological Factors
4. Competitor Analysis
5. SWOT Analysis
6. Positioning
7. Segmentation
8. Future Market Strategy
9. References
Introduction
The challenge of building business the service sector of the economy has always been big for any company. It is because extreme precaution need to be kept while handling customers where unexpected circumstance might a
ive every new day. Introducing new product and selling it is comparatively less complex than introduction of new service and selling it over those which are existing and already used by customers. This is a complex and challenging process which lies for marketers in global marketing. The process of marketing goes beyond advertisement and promotion since there has been new techniques developed that is more comprehensive and dynamic according to market needs that is done to ensure customers highly regard the product and services that is provided by them.
According to America Marketing Association, marketing can be defined as function and process implemented in an organization that helps in generating, communicating and realizing the value of product or service to the customers. It also takes care of the relationship that fosters between organization and customers in a manner which benefits the organization. In other words, effective marketing cannot be done without understanding customer-oriented approach. It can be said that the marketing function in an organization helps the company to generate new customers and retaining them by meeting their needs.
The paper is intended to analyze the marketing aspects that Hilton hotels have made use in previous strategies and what changes can be made to cater the new customer segment which helps them to maintain the status of global market leader in luxury hotel chain.
Company Background
The group of hotels has been founded by and names after Conrad Hilton in 1919. The company has been known for its use of innovation in its product and service which has helped them to become market leader in luxury hotel chains. They have been one of the few players who developed multi-hotel reservation system. The concept of Airport hotels was introduced by them in 1963 in San Fancisco. Known for customer satisfaction, they started their first ever customer loyalty program in 1987. (Hilton Worldwide, 2014) Apart from this, the group has also earned their name towards showing their sensitivity for environment. They have been active promoters of environment sustainability and has promoted usage of green products and focused on saving energy while delivering its service. The efficient services did fetch results for them. Hilton group of hotels is cu
ently the market leader in luxury hotels in many parts of the world. They have cu
ently dominating markets of India, Japan, UK, US, Russia, Germany and Brazil. The group has expanded its presence by opening more than 3000 hotels distributed at various locations with as much as 100,000 employees focused on serving their customers. (Hilton Worldwide, 2014)
PEST Analysis
Political factors
Political Stability can help the hotel industry in various ways as it can influence in getting more inflow of visitors, that includes tourist and business travelers both. Hilton hotels have been engaging in lo
ying to maintain its influence and control political factors to run its business smoothly. The overall spending is as high USD 1.5 million from 2012-2016. (Bhasin H. (2018))
Economic Facto
Changing macroeconomic situation impacts the business of Hilton Hotels at very large scale. For eg, the Olympic event that happened in Sydney most of the rooms were occupied in advance for the complete duration. But this scenario didn’t continue as soon the event got...