Question :
Hilton hotel wants to review all the essential conditions that can built customer loyalty and sustain clients of the company. Role of customer experience is important in the whole process.
- Provide information about industry, market positioning and unique selling proposition of Hilton hotel.
- Conduct marketing audit for understanding market attractiveness and potential of growth.
- Present competitor analysis by comparing Hilton hotel with two other major companies of hospitality sector.
- Make a new marketing mix for filling gap between Hiltons current marketing strategy and macro environment.
Answer :
INTRODUCTION
Marketing management is important consideration that assists to meet with desired results and outcomes with promotion. Therefore, the company able to attain their significant results with marketing activities. There are several functions and operations has been carried in the business with marketing activities that help to promote products and services (To, Martin Jr and Billy, 2015). In this context, present report based on Hilton Hotel. It is hospitality sector organisation and deal in several products and services in the world. They communicate several aims and objectives to focus on desired results and maintain effectiveness in the country. In order to gain insight information of the present report, it covers background statement, market positioning and unique selling proportion. Furthermore, it considers discussion on marketing audit, attractiveness and potential market growth as well. In addition to this, competitor analysis also undertaken of three main industry players in the country. At last new marketing, mix actions determines which help to identify gaps in the business.
MAIN BODY
1. Background statement, market positioning and unique selling proportion
Background statement
Hilton Hotel consider their operations and functions in hospitality sector so that they own, manages and franchises more than 2000 hotels in all over the nation. In addition to this, the company also dealing in international brands in different countries such as Australia, Ireland, Turkey, Hong Kong, etc. As results, this help to make systematic chain in different areas that assists to meet with the effective functioning and outcomes in the company. The organisation owned their operations and functions from 1919. As results, consider worldwide operations and functions with carry systematic work program (Leonidou, Leonidou and Aykol, 2015). With the help of innovative joint venture, the company operated successfully in different areas of the world. Hence, they consider standard products and services which help to entered with prime source of revenue. From 1940, the company owned their operations and functions in all over the world as premium so that international operations and functions will be develop to increase say to day operations (Goryushkina, Shkurkin and Yarovaya, 2016).
Along with this, the chosen company also regulated their functions and operations that make more brands in all over the world. Corporation also places promotional activities which emphasis on corporate travel and holiday travel as well. From 1945, the chosen enterprise travelled to Chicago so that they are able to take initiative program which made in 1940. After this, the company consider in stock listed on New York stock exchange. In addition to this, negotiations lease with new hotel which take place to consider interest in international areas. Hilton also pursued to become international developer. The largest hotel merger consider in the industry look to make innovative functions and operations in the nation (Buil, Martínez and Matute, 2016). Startle chain also established to opened with eight hotels. In the above discussion, it can be stated that effective results will be attained:
|
1919 |
Conrad Hilton buys first hotel |
|
1925 |
First hotel carrying Hilton name which carry in Dallas |
|
1946 |
Hilton hotel corporation formed |
|
1953 |
First European Hilton opens in Madrid |
|
1998 |
Hilton spins gaming operations as Park Place Entertainment Corporation |
|
1999 |
Hilton acquires Promus Hotel Corporation |
Market positioning
In respect to implement STP criteria, the chosen business operate their significant results to maintain their creativity and performances. With the help of budget, mid-market, luxury, upscale, etc. Hilton hotel consider their segmentation in the areas of different places. It is the best way to attain more creativity and effectiveness as well. Furthermore, target group consider with several activities such as leisure travellers, honeymooners corporates, families, extended stay, etc. (Molina-Azorín, Tarí and Pertusa-Ortega, 2015). All these consideration assists to focus on desired goals and objectives which carried to make innovative functioning. It is more systematic work performance that maintain premium and qualitative results in the business environmental. Moreover, positioning is also important consideration which maintain through take prime location and luxury things. Therefore, company able to communicate successfully and regulate with systematic work performances.
Unique Selling Proportion
In respect to develop effective results, Hilton Hotel consider their successful operations and functions in international and local market. In this regard, USP of the present business consider with run by an experienced management. Therefore, their effectiveness consider to focus on desired results. In addition to this, effective management of the chosen enterprise also assists to maintain their creative position in the market (Buil, Martínez and Matute, 2016). As results, they are able to maintain their growth and profitability in the market in significant manner. As results, more growth and profits will be consider to focus on desired results achievement. Along with this, brand name of the hotel is main aspect which make its unique position to develop more profits and revenue in the country. Hilton hotel also able to communicate more creative performances that assists to attain more significant advantages as well. Building brand effectiveness is the toughest element to the business which help to focus on strategy, licensing and education.
2. Marketing audit, outline market attractiveness and potential market growth
Marketing is important function to carry different activities and functions in different areas of the world. In this way, company's position optimise benefits from them. In this regard, right product must be selling in the market to attract several customers in Hilton hotel. There is wide difference between marketing and sales (Deraman, Ismail and Mostafa, 2017). Marketing people deals with contain many potential customers at workplace. Marketing people deals with market and they contain operations to make effectiveness in the business. However, marketing audit is important part which assists to accomplish desired results and outcomes at workplace. In the marketing, different activities has been promoted that help to compete with different enterprises. In this regard, following marketing audit consider in Hilton Hotel to maintain their creative position:
Marketing audit
In respect to consider effective results, it can be stated that Hilton Hotel need to assess their systematic work performances with Porter Five Forces model.
Threat of entry (Low): In the UK threat of entry towards Hilton Hotel is low because new players requires more fund and investment to accomplish desired position. Furthermore, hospitality industry requires more knowledge regarding market where they want to operate. As results, it reduces effectiveness and allow adopting the best strategies (Ivanova, Ivanov and Magnini, 2016).
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