+ 44 20 8144 3706Introduction:
Marketing strategy are generally used in business in order to attract the larger number of customers for provided products and services by company. Every company has their unique marketing strategy which they use for the growth of business (D’Souza, and et.al., 2019). Hilton and Marriot are multinational groups which are having different marketing strategy for their business. Both the companies are having good brand image in hotel industry and biggest rivals of each other. The report consists of marketing strategies used by both groups to grow their business in market. It is important to know advantages and disadvantages of these marketing strategies in order to know which marketing strategy has really done better in market.
Main Body:
Marketing strategies used by Hilton Group:
First and Foremost, marketing strategy used by Hilton Group so as to attract larger number of customers is Segmentation, Targeting and Positioning i.e. STP. Hilton Group hadalways segmented its products and services on the basis of its uniqueness and experience in market. There is less chance for company to be successful because this industry as limited scope to increase their market. Company in UK provide the high end of market with company’s product & services clearly depicting high standards and expensive as well (Gheribi, 2018). Company was having ability to attract high end customers which given organization competitive advantage as it always meets customer needs in areas of quality & class. It can be observed as company consists of 23% of total market segment globally. Hilton has also segmented its company’s products & services on geographically basis i.e. America, Australia, China, Middle East etc.
Conclusion:
From the above, it can be concluded that both the companies have shifted from traditional marketing to modern marketing strategy. Both groups are having good social media presence which shows that Hotel industry is also changing with the transformation in society. Hilton mainly focusses on high end customers i.e. rich customers while Marriot Group generally capture attention of family-based customers. Hilton should change their marketing strategy in order to attract larger number of customers as UK’s more than half population consists of middle- class people. Marriot should also change it marketing strategy in order to maintain its position in market as company’s brand value as decreased by 8%. Hilton’s marketing strategies are better than Marriot Group as it is showing better results which can be observed as company’s brand value increased by 30%. Also, Hilton has recently added new innovative products in its portfolio because of which company’s brand value increased.
Reference
Books and Journals
Alam, S., Alam, R., Ahmed, R. and Ahmed, W., 2017. Discriminant Analysis of Marketing Mix Factors’ in influencing the Use of Hotel Services in Pakistan. communities (Hampton, 2003).
D’Souza, C., and et.al., 2019. Environmental management systems: an alternative marketing strategy for sustainability. Journal of Strategic Marketing. 27(5). pp.417-434.
Fogel, D.S., 2019. Marriott and the Amazon Foundation: an example of strategic sustainability. The Business & Management Collection.
Gathara, S.N., 2018. Effect of Strategic Management Practices on Organizational Performance In The Hotel Industry-Nairobi, Kenya (Doctoral dissertation, United States International University-Africa).
Gbadamosi, A., 2019. MARKETING: THE PARADIGM SHIFT. Contemporary Issues in Marketing: Principles and Practice. p.1.
Gheribi, E., 2018. Competition Strategies of Selected International Hotels Groups on the Polish Market. J Tourism Hospit, 7(381), pp.2167-0269.Kim, B., Wang, S. and Heo, C.Y., 2017. Sensory marketing in hotels (No. CHAPTER). Routledge.
Myllys, J., 2016. The role of content marketing in company branding.
Nguyen, T., 2016. Study on the Marketing Strategy for MICE Industry-Case: Pearl River Hotel in Vietnam.
Ruiz-Alba, J., 2016. Internal Market Orientation: a solution to strategy implementation in organisations. New Vistas. 2(1). pp.34-38.
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