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Hilton Garden Inn Marketing Strategy

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KETING STRATEGY A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. Or it is a process or model to allow a company to focus limited resources on the best opportunities to increase sales and there by achieve sustainable competitive advantages. The marketing strategies of Hilton Garden Inn are as follows. Philip Kotler defines marketing as a social process used by the people, individually or in a group to achieve what they want by the creation or exchanging their product details and their values with others. As in the case of our project with the …show more content…

The controllable variables in this context refer to the 7 P’s. Each firm try to build up such a composition of 7 P’s which can create highest level of consumer satisfaction and at the same time it meets the organizational objectives. The 7 P’s of marketing are:

PRODUCT (SERVICES) Product refers to the goods and services offered by an organization which satisfy the needs and wants of an individual as well as an organization. We are paying not only physical or tangible products but also for the benefits it will provide. In short, the product is a bundle of benefits which a market offers to the customer for a price. So the term product include both goods and services. The Hilton operates hotels and other related services in accommodation, gmbling and entertainment areas. They offers accommodation services through its hotel, apartments etc. their major sources of revenues are providing rooms, banquet halls, restaurant, telephone call services, laundry services, travel services, internet services, spa, ayurvedic and beauty treatments etc.
Products are divided into 3 levels,
1. Core products.
2. Facilitating …show more content…

It offers high quality products and services in low price than the competitors Some of their competitors are
Taj Vivanta
Raviz resort
Mascot Hotel
The Hycinth
Through skimming pricing strategies, they offer products and services at high price level than the competitors.
Through Premium pricing strategies, they provide products and services that are perceived to have excellent quality and additional characteristics and features such as providing five star room service with delivery of food to the customer door step with a single call from them They offers only five star and four star room and the company is able to charge its customers at premium level.

Place The goods and services provided by the hotel made available to the customers at a place where they can conveniently make purchase. It refers to the channel or the route through which goods and services move from the source to the final user. Place could be the intermediaries, distributors, wholesalers and

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Their strategic position is to provide a leisure experience for people who came to our hotel and enjoy the holiday. The firm’s CSF are strengthening electronic relationships with distributors, improving its trademark hospitality and customer service, better managing inventory yield, and better integrating its international properties were crucial stepping stones to the firm’s continued success. (Outrigger case 103&117) 2 How well are the current IS resource serving the needs of Outrigger Hotels and Resorts?

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(Ahearne, Manning, Reece, p. 201) Clients have a choice between ten different conference rooms accommodating a varying number of people depending on the room. To create value for business customers, they offer quantity discounts on room rates, bundling discounted rates for a conference room rental and guest room reservations, the use of

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CASE JOURNAL-ROSEWOOD HOTEL& RESORTS Rosewood’s management is on the right track to increasing brand awareness among its customers by pursuing the corporate branding strategy. Implementation of the corporate branding strategy not only increases the number of repeat visitors to the hotels, but also increases the gross profits made by the company by $2,599,000. Corporate branding has a positive impact on the customer lifetime value as well. Rosewood Hotels & Resorts is a privately owned hotel management company that is known for its unique properties like The Carlyle and the Mansion on Turtle Creek that differentiates the company from other luxury hotel competitors.

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Competitive advantage is when two or more firms compete within the same markets, one firm possess a competitive advantage over its rival when it earns (or has potential to earn) a persistently higher rate of profit. There are three types of competitive advantage. a) Cost leadership strategy occurs when a firm a delivers the same services as its rivals but at a lower price. b) The differentiation strategy occurs when a firm delivers greater services for the same price of its rivals. c) Focus strategy is a focused approach requires the firm to concentrate along one specific segment either a cost leadership or a specialization strategy.

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Porter’s Five Forces Porter’s Five Forces framework is to identify the level of competition within the industry and to determine the strengths or weaknesses which can utilise to strengthen the position. The framework consist of five elements: threat of entry, bargaining power of supplier, bargaining power of buyer, threat of substitutes and industry rivalry. Forces Analysis Implication Threat of new entrant Low Threat Diversified of product There are high demand of furniture and electrical appliance.

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The Five Competitive Forces of Industry will influence prices, costs and investment (Porter, 1980). The potential retaining of customers, profitability of a holiday inn can be determined by being aware of the strengths and weaknesses of the hotel industry. (Figure 2.2: Porter’s Five Forces Model (Source: Adapted after Porter,2008) Porter’s 5 model helps in success of Holiday inn between suppliers and buyers. Giving customers the service they are looking for, acquire customers, retain customers and looking externally how the competitors are doing is very important. To ignore the power of customer relationship is not an option.

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1.0. INTRODUCTION Every organization strives to benefit from creating value for its customers, in the most effective way, for the purpose of attaining competitive advantage in the business environment in which they operate. Philip Kotler(2015) defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. According to Hollensen (2003), a strategy is a fundamental pattern of present and planned objectives…”

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This is extremely popular in the hotel industry. In this chapter we will overview these techniques. Let’s start with the second degree price discrimination. In theory, the second degree price discrimination is referred to quantity discounts and occurs when different prices are set for different quantities of the same goods, for example buying a 6-pack of Coca-Cola cans will cost less than buying 6 Coca-Cola cans separately. However, in reality, second degree price discrimination takes place not necessarily by adjusting the quantity of the good, but also the quality of the good.

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Firstly, the Boston Consulting Group (BCG) matrix that concentrate the market position of different products. Secondly, the experience curve and the Profit Impact of Market Strategies model which identified a number of strategic variables. Furthermore, competitive advantages model (Porter, 1985) which focus on five different forces in environment of organization, but suit with only stable market. Generic strategy was developed strategies under this school, especially it can identify position in the market. Advantages: -Provide content in a systematic way to the existing way of looking at strategy -Particularly useful in early stage of strategy development, when date is analyzed -This school emphasis on analysis and calculation can be a very strong support to the strategy development process -This strategy suit with big businesses or organization which have ability for operate effective market research in the environment

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