Term Paper Entails A Marketing Analysis Of Hilton Worldwide (Term Paper Sample)

Hilton Worldwide
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Table of Contents
1 Introduction …………………………………………………………………………………1
2.0 Hilton Worldwide business environment ………………………….………………………3
2.1 Micro environment …………………………………………………………………...4
2.2 Macro environment ……………………………………………………………………5
3.0 Marketing research…………………………………………………………………………..6
3.1 Methods on how Hilton Worldwide can conduct marketing research………………..7
4.0 Market segmentation ………………………………………………………………………..7
4.1 Hilton market segmentation…………………………………………………………..8
4.2 Hilton Worldwide market segmentation process …………………………………....13
5.0 Marketing theory……………………………………………. ………………………….....10
5.1 Hilton worldwide marketing mix…………………………………………………….10
5.2 How Hilton marketing mix responds to changing markets………………………….13
Conclusion ………………………………………………………………………………………14
References ………………………………………………………………………………………15
1.0 Introduction
Hilton Worldwide is one the world's leading hotel company, offering a broad variety of hospitality services worldwide. Hilton Worldwide has its headquarters at Texas in the United States of America. Hilton Worldwide currently owns and manages franchises and a portfolio of brands that includes Resorts, Conrad Hotel, Waldorf Astoria Hotels and many more. Hilton Worldwide brands include 4,112 hotels and more than 650,000 available rooms. Regarding size and recognition the company was ranked as the 38th largest cooperation in the United States of America.
Hilton Worldwide is among the leading market leaders in the hospitality industry. The company is well known for distinguishable and luxurious hotels across The United States of America and globally. The market has demonstrated that there is a need for hotels to be one-stop-shop. Hilton Worldwide not only provides rooms and gaming but also provides spa, salons, shops and entertainment. Hilton Worldwide discovered that there was a market to incorporate gaming industry with the hotel industry. The company has demonstrated the importance of this trend by incorporating gaming such as casinos as well as entertainment services with other hotel services. Although the cost of integrating gaming and entertainment in the hotel industry is high, it justified due to its ability to attract people to other core services provided by the company.
2.0 Hilton Worldwide business environment
2.1 Macro environment
* Technological environment.
Mobile apps have positively affected Hilton worldwide. The company has its app that provides rooms browsing services, room booking platform as well as payment features. The company has hotels over 76 countries and offers reliable WI-FI services attracting businesspeople who are the regular users of the company’s hospitality services.
* Political
Legislation is changing, with every nation adopting different laws. Hilton Worldwide has been adversely affected by ever-changing laws in various countries that are targeting the ever expanding hospitality industry
* Environment
In the recent years, the hospitality industry has come under scrutiny regarding environmental pollution, especially in tourist attraction sites. Hilton Worldwide is facing tight regulations aimed at reducing the company’s carbon footprint that has led to increased operational costs. The company has accepted that has a high carbon level and has created organizations in a move to reduce pollution (Uwehilton, 2014).
* Social
Hilton provides global hospitality ...