3924
Part b is the extension on Part A. Student analyse the following topics in this part.
1. An executive summary
2. Introduction
• Clearly outline key objectives
• Clearly define the purpose of the study
3. A brief background of the hospitalityorganisation
• Provide a brief history of the selected organization
• Clearly outline at least 5 milestones of the organization
4. Its market condition
• Clearly outline the number of competitors in the market.
• Identify their market share or some form of offerings
5. Its targetcustomers
• Select at-least one variables from each bases of segmentation
• Justify the most attractive factors of the segment
6. Its positioningstrategies
• What is in the mind of customer
• Focus competitive advantage
• Draw a positioning map and locate your brand along with all the competitors.
7. An overview of service offerings, which are
• People
• Process
• Physical evidence
• Intangibility
• Inseparability
• Variability
• Perishability
8. A conclusion
• Briefly outline the key findings
9. A list of references (at least threesources)
• More than 4 academic references
• More than 4 of non-academic references
The criteria for the assessment task are:
1. Identify the segmentation, targeting, and positioningprocess
2. Illustrate the consumer buying decision process and the dynamics of what influences the consumer buying decision
3. Discuss the application of the 7Ps in the relevant marketingconditions
4. Demonstrate information literacy and report writingskills
5. Use and reference academic sources of information to support anargument.
PART A I DID ON HILTON HOTEL IN Melbourne Australia SO PART B ALSO YOU HAVE TO TALK ABOUT THE HILTON HOTEL ONLY
I AM GOINB TO UPLOAD PART A QUESTIOn AND ANSWER FOR YOUR HELP
Part A
This part of the assessment is focused on research on a particular topic. You have to select a hospitality based organization. Once you select the organization contact your tutor to get approval. Include the following topics in Part A
1. Provide a brief outline of the organization: It is essential that students provide secondary data or real data from any source (academic or non-academic).
a. Year of establishment
b. List of ownerships
c. Roles of Marketing department
d. Key marketing activities.
2. Execute an in-depth research on micro and macro environmental factors.
a. Identify at-least two micro environmental factors that are mostly relevant to the selected organization.
b. Identify two most relevant macro environmental factors that have strong influence to the selected organization.
PART A ANSWER
HILTON HOTEL
Contents
Introduction
Micro Environment and Macro Environment
Micro Environment
Macro Environmental Factors:
Environmental Influences in Marketing Conditions
Conclusion
References
Introduction
Discussing about Hilton Hotel Hospitality in Melbourne of its customers. The company develops, owns and manages more than 2000 hotels, resorts and the other properties. It has the ability to become the hospitality leader with high rates of satisfaction and loyalty. The company has been able to perform on the business strategy tools with providing better higher profits and high performance .
Micro Environment and Macro Environment Micro Environment
Hilton has been able to handle:
a. Suppliers: They affect the profit and reputation which helps in maintaining a proper relationship with the suppliers. The sustainability of the products is achieved through handling the quantity and quality of supplies.
b. Customers: The company offers a wider service for the events from Hollywood. Hilton has been working on targeting the different audience who tend to seek for weekend break, leisure and tourism.
c. Competitors: The competitors include the larger scale for branding, where the levels of capital and the brand awareness are generally posing a major threat and offer a loyalty programmed as well.
d. Media Public: The media is important for Hilton to visualise the hotel and their rooms.
Macro Environmental Factors:
Political:Increased legislation with limitations on business, enforced to protect customers. Economic:Providing the jobs for sourcing goods locally, with development in travel and tourism.
Social:Handling the contribution to the growth sector, with serving the community in need.
Technological:Planning about how Hilton offers the browsing of room availability, booking and payments.
Environmental:The criticism on planning for handling pollution in the environment and contributing towards controlling global warming.
Target Market and Service Offerings:The target market of the company Hilton in Melbourne, are the middle and the senior age professionals who are between 25-60 years with high income level from upper social class. They are providing different ambience and experiences with offerings like the complementary services of gyming, spa and hygiene factors, pricing and staffs.
Environmental Influences in Marketing Conditions
The environmental analysis is defined through the positive reception of environment, where there are laws, government agencies and the pressure groups which tend to influence and limit the activities of the various organisations and the individuals in the society. The regulatory environment tends to protect the companies from each other and aims at protecting the consumer from any type of the unfair practices.
Conclusion
In concluded, Hilton hotels need to focus on the hospitality more on warm hospitality by providing them personal help from the staff. The hospitality could be through improving the attractions and creating a better social event for the people.
References
Abratt, R., & Mingione, M. (2017). Corporate identity, strategy and change. Journal of Brand Management, 24(2), 129-139.
D’Souza, C., Marjoribanks, T., Young, S., Sullivan Mort, G., Nanere, M., & John, J. J. (2018). Environmental management systems: an alternative marketing strategy for sustainability. Journal of Strategic Marketing, 1-18.
Hughes, T., Vafeas, M., & Hilton, T. (2018). Resource integration for co-creation between marketing agencies and clients. European Journal of Marketing, 52(5/6), 1329-1354.
Keegan, B., & Rowley, J. (2017). Co-creation in Social Media Marketing Strategy: Re-evaluating the Agency-Client Relationship, An Extended Abstract. In Marketing at the Confluence between Entertainment and Analytics (pp. 1331-1335). Springer, Cham.
</pclass=”msotocheading”></pclass=”msonormal”>
