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A individual report that offers a marketing audit/assessment of Hilton Hotel based within field of hospitality study Essay Example

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A individual report that offers a marketing audit/assessment of Hilton Hotel based within field of hospitality study

Has now achieved certification from the International Organization for Standardization in terms of their quality management (ISO 9001:2008) and for the environmental management (ISO 14001:2004). Hilton Worldwide has introduced an energy efficient system named “The LightStay” to minimise the consumption of the energies by its learning, continuous improvement, measurement and reporting along with verification. On using this system, Hilton Worldwide reduced its energy consumption such as energy use (6.6%), water use (3.8%) and carbon output (7.8%), waste output (19%) in the year of 2010 in comparison to the year i. Its ten brands include Home2 Suites, Homewood Suites, Hampton, Hilton Garden Inn, Embassy Suites, DoubleTree, Hilton Hotels and Resorts, Hilton Grand Vacations, Conrad Hotels & Resorts and Waldorf Astoria Hotels and Resorts (Hilton Worldwide, 2012). Organisational structure of this hotel is quite flat. It follows decentralised organisation model by which it is able to ensure control of its each specific region efficiently. There is another initiative taken by the Hilton authorities to provide its customers a balanced work and leisure culture. Customer experiences can be evaluated by using hierarchy of customer value model where basic, expected, desirable and memorable are various steps required to be acted upon (Bowie & Buttle, 2011).An organisation needs to exercise certain analysis on its external environmental factors for the operation of its business. For the analysis of external environment of Hilton Hotels, there is a need to study certain models and theories related to its external environmental aspect. In this regard, Porter’s five forces model and PEST analysis are discussed below.Porter’s five forces model mainly deals with the different kinds of interactions of a company with its competitors, suppliers and buyers (See Figure. In the case of Hilton Hotels, threat from the new entrants is quite low. The main reason behind this is very few hotels are there which can compete with the standard of services provided by this hotel. Secondly, there is an involvement of very high cost establishment in hotel industry and new entrants will be required to evidently consider this aspect for the existence of very big players (Dobbins, n.In case of threat of substitute products and services, the main threat will be business hotels and eco-friendly hotels. However, the risks generated from such segments have already been minimised

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Appendices/Evidence of Research/ Supporting Information

Concept Relating To Core Marketing (Kotler & Armstrong, 2004)

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preview essay on A individual report that offers a marketing audit/assessment of Hilton Hotel based within field of hospitality study
  • Pages: 11 (2750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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