Hilton Executive Summary

(ANS.1.1) CHOSEN ORGANIZATION: HILTON

Marketing:

Marketing is a term to define as Whom, Where and How to showcase your product and service. It’s explained as; a channel of communication towards its buyers and consumers involving several steps of processing, inventing, developing, delivering and satisfying needs of its users.

Marketing Process:

It’s a unification of all the steps taken towards marketing, and a clear path of all efforts used to display the product. It’s a sequence of steps in which situation is analyzed to identify opportunities, the strategy is formulated for a value proposition, the plan is implemented and the results are monitored.

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It’s one of the fastest expending hospitality companies in the world, with around Five Thousand properties comprising over Eight Hundred Thousand rooms in One Hundred plus countries.

- Hilton serves its customers with Loyalty Programs with an extensive range of benefits including discounted prices, digital check-in, free internet access, late check-out and others. A strong focus of customer loyalty program by providing services to 60 million members, portray the brand loyalty among new customers and affects future revenues.

- Christophe Nassetta’s presence is the biggest strength associated with the brand. Since He joined as CEO of Hilton back in 2007, Nassetta moved across the diminishing business in an effectual manner with a range of initiatives that include improving the corporate culture, engaging in cost-cutting, achieving collaboration by unifying individual businesses within Hilton portfolio and others.

- Hilton’s digitalized technological customization has created a broadloom travel experience for its customers, by introducing digital hotel room keys integrated into customer smart phones, an ability to select rooms and customize the hospitality experience using smart phones and

2- Marketing Strategy:

It can be defined as Firm’s plan to unify its all the targets and goals of Marketing into one single strategic plan. An amazing marketing strategy can be achieved by analyzing the market and paying attention on its product, and the needs of its users to attain the sustainability and the higher profits. It can be further identified with set of segments on which Marketing depends upon, via focusing on targeted markets by posturing the product or its services under positioning method.

Segmenting, Targeting & Positioning

It assists the organization to indentify customer needs, opportunities in the market, and plan accordingly to target specific areas for better business. It can be classified in behavioral, demographical, psychographical, and geographical aspects of segmentation. Each segment is made to evaluate and target the specific markets by keeping an eye on customer needs to earn the value by projecting and visualizing the features of its product in customer’s mind. Each specific strategy is standardized with Organization’s Mission, Vision and objectives by researching the market and its present