Marketing Strategies for HILTON in Europe Essay

Marketing Strategies for HILTON in Europe - Essay Example This essay analyses marketing strategy of Hilton Group Plc. Though it includes not only hotel business, most of its solutions are illustrated through its European hotels division: Hilton International. The first part of the essay starts with a company background and the analysis of its financial reports. Then market conditions are observed through PEST analysis, SWOT analysis and Porter’s Five Forces tools. Further Hilton segmentation and positioning is discussed. The next part of the essay deals with Hilton brand overview. Finally the marketing strategy of a company is analysed through the four P’s of marketing mix. A special emphasis of the essay is made on the diversification implemented by Hilton to meet different cultural expectations. The researcher then summarise what made the performance of Hilton better. Firstly, franchising strategy has allowed the company to operate its divisions along with modifying them according to changes in national market conditions. Se condly, the brand of Hilton is a synonym for the word ‘hotel’. This was achieved through a continuous quality improvement and proper positioning of services. Thirdly, customers moving to Internet were timely spotted by the board and e-commerce strategy was developed considering previous two principles. To conclude, the researcher tates that despite its international nature, Hilton is closer to customers than many local brands. The company can serve as an example for the fact, that multinational doesn’t always mean distant.