These recommendations can bring a massive change in the marketing strategy of Hilton Hotels. Conclusion The buyer behaviour and market analysis will be also demonstrated in this report. There is a possibility of conflict within the shareholders of Hilton Hotels and this possibility is going to be demonstrated in this report in the preceding sections of this report. There is a possibility to resolve the conflicts within the shareholders and this report will also cover the appropriate recommendations to solve these conflicts. To perform the successful analysis of the business of Hilton Hotels a PESTLE framework and a SWOT analysis for this company will be developed in this
Nonetheless, a more challenging part to the development of programs is that large corporate chains that have 3000 hotels worldwide cannot produce the same programs throughout all their locations. Many hotels within the same brand are based in different positions and must, first and foremost, correlate the initiatives to the locality. The Marriott has established that although their guests appreciate many of its sustainability programs they do not seem to attract more customers, contrary to expectations. A vital part of guest involvement is ensuring that the program fits the market position of the hotel; many argue that some green operations may conflict with the luxurious mindset of upscale guests. Although it is arguable that it is all a matter of education and incentive, it is important to remember that essentially the desires and needs of the guests should always be the first priority of a hotel.
Essentially, the purpose of it is to create value and retain customer loyalty. Over the years, hotel companies have introduced a system of segmenting their different target markets to form a series of hotel brands (brand extension) that caters to different customer needs. (Jiang, Dev & Rao 2002) For example, international hotel groups such as Accor, Hilton, Marriott and Starwood operate hotels of multiple tiers. This strategy to “divide and conquer” is based on the idea that, creating a brand name means
(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. # '/'
Market segmentation has been the positioning strategy for Intercontinental Hotels, and it is important that it is done well to consider critical features of each segment adequately. Moreover, market differentiation must promote the difference between the different brands so as to create awareness to each target consumer of the most appropriate brand. For instance, the strategy must inform the market of the difference between the Holiday Inn brand and the Holiday Inn Express brand. This differentiation is important since it will encourage business travelers to opt for Holiday Inn Express while those looking for recreation chose Holiday Inn. Consequently, each consumer will get the best service that is suited to their needs and hence create customer satisfaction in the varying
2. Introduction Defining an effective Marketing Communication Plan and Communication Mix through a well researched strategy will not only help to reach out to potential customers, but it will also help to adapt and respond to the ever changing marketing environment. This report starts by examining the various promotional tools used by marketers in the marketing of their products and services, including the advantages and disadvantages of the tools. The report goes on to examine the meaning of Integrated Marketing Communication (“IMC”) and the importance of measuring the effectiveness of the Promotional Campaign. The Hotel Concept selected for this report is the new innovative hotel concept developed by YO founder Simon Woodroffe and YOTEL
Threat of New Entrants – Barrier to Entry-Moderate According to Michael Porter (1980), threat of new entrants in hotel industry is considered a medium level. Although it requires large a sum of capital costs for branding, advertising, product creations, high proportion of fixed costs and need to conduct differentiated strategies to compete with rivalries; it is not a difficult industry for companies to enter (Cheng 2013). Despite of the fact that capital requirements includes cash and financial resources, which are essential for operating a business; political requirements is regarded as another important role in hotel industry, such as licensing, tax laws and different regulations in terms of real estate and property investments in various
From retail stores to hotels people more concern on interior design. Hospitality design is perpetually leads a route to view and sense the tradition and culture of the area. This sensibility has been of fine competencies when an interior designer has been to ask to create hospitality experiences in primary heritage sites. So in my point of view it is a novel task for a designer to working by way of maintaining the heritageness of the given goal. The efficiency and effectiveness of hospitality enterprise is determined by how the interior design is been packaged.