This document provides a marketing plan for introducing a new afternoon tea menu at the Hilton Worldwide Hotel in Belfast. It includes a market audit analyzing the external environment and Hilton's internal resources. Key strategies identified are segmenting the target market and positioning the new product. Objectives are to introduce the new menu in February 2017 and identify new markets. The plan outlines the required resources and control measures to implement the new product.
Hospitality Report about acquisition between Marriott International and Starw...Jonathan Le
I wrote this report during my senior year in high school (September 6,2018). The aim of the report was to analyze the recent acquisition between Marriott International and Starwood Hotels & Resorts.
Hospitality Report about acquisition between Marriott International and Starw...Jonathan Le
I wrote this report during my senior year in high school (September 6,2018). The aim of the report was to analyze the recent acquisition between Marriott International and Starwood Hotels & Resorts.
Marriott International, Inc. is an American diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities. Founded by J. Willard Marriott, the company is now led by President and Chief Executive Officer Arne Sorenson. Today, Marriott International has more than 3,800 properties in over 74 countries and territories around the world.
Capstone Business School presentation on Hilton International. The group performed extensive research on the Hotels & Lodging industry, presenting their findings and recommendations in front of a various business professionals.
Social CRM as a tool to enhance consumer experience is a must for luxury hotels. In this presentation we picked up Taj hotels as an example from India and looked at the possibilities.
Subrat bisht is a Digital strategist and a pitch doctor. He provides digital consulting services and has over ten years of experience working with FMCG, BFSI and Hospitality clients. He holds expertise in digital CRM, analytic's, social CRM and digital consumer behavior. His experience spans across multiple geographies in Europe, Asean and India.
Marriott International, Inc. is an American diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities. Founded by J. Willard Marriott, the company is now led by President and Chief Executive Officer Arne Sorenson. Today, Marriott International has more than 3,800 properties in over 74 countries and territories around the world.
Capstone Business School presentation on Hilton International. The group performed extensive research on the Hotels & Lodging industry, presenting their findings and recommendations in front of a various business professionals.
Social CRM as a tool to enhance consumer experience is a must for luxury hotels. In this presentation we picked up Taj hotels as an example from India and looked at the possibilities.
Subrat bisht is a Digital strategist and a pitch doctor. He provides digital consulting services and has over ten years of experience working with FMCG, BFSI and Hospitality clients. He holds expertise in digital CRM, analytic's, social CRM and digital consumer behavior. His experience spans across multiple geographies in Europe, Asean and India.
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US hotel industry revenue: an ARDL bounds testing approach
Author: Chen, Han1; Chen, Rui2; Shaniel Bernard3; Rahman, Imran31 Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans, New Orleans, Louisiana, USA2 Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, USA3 Department of Nutrition, Dietetics and Hospitality Management, Auburn University, Auburn, USA
Publication info: International Journal of Contemporary Hospitality Management ; Bradford Vol. 31, Iss. 4, (2019): 1720-1743.
Abstract:
Purpose
This study aims to develop a parsimonious model to estimate US aggregate hotel industry revenue using domestic trips, consumer confidence index, international inbound trips, personal consumption expenditure and number of hotel rooms as predictor variables. Additionally, the study applied the model in six sub-segments of the hotel industry – luxury, upper upscale, upscale, upper midscale, midscale and economy.
Design/methodology/approach
Using monthly aggregate data from the past 22 years, the study adopted the auto-regressive distribute lags (ARDL) approach in developing the estimation model. Unit root analysis and cointegration test were further utilized. The model showed significant utility in accurately estimating aggregate hotel industry and sub-segment revenue.
Findings
All predictor variables except number of rooms showed significant positive influences on aggregate hotel industry revenue. Substantial variations were noted regarding estimating sub-segment revenue. Consumer confidence index positively affected all sub-segment revenues, except for upper upscale hotels. Inbound trips by international tourists and personal consumption expenditure positively influenced revenue for all sub-segments but economy hotels. Domestic trips by US residents added significant explanatory power to only upper upscale, upscale and economy hotel revenue. Number of hotel rooms only had significant negative effect on luxury and upper upscale hotel sub-segment revenues.
Practical implications
Hotel operators can make marketing and operating decisions regarding pricing, inventory allocation and strategic management based on the revenue estimation models specific to their segments.
Originality/value
It is the first study that adopted the ARDL bound approach and analyzed the predictive capacity of macroeconomic variables on aggregate hotel industry and sub-segment revenue.
Links:
Full text:
1. Introduction
The tourism industry has positioned itself as one of the nation’s largest employers representing 8.0 per cent of US GDP (World Travel and Tourism Council (WTTC), 2015). The lodging industry, being one of its ...
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Bibliography
Document 1 of 1
US hotel industry revenue: an ARDL bounds testing approach
Author: Chen, Han1; Chen, Rui2; Shaniel Bernard3; Rahman, Imran31 Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans, New Orleans, Louisiana, USA2 Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, USA3 Department of Nutrition, Dietetics and Hospitality Management, Auburn University, Auburn, USA
Publication info: International Journal of Contemporary Hospitality Management ; Bradford Vol. 31, Iss. 4, (2019): 1720-1743.
ProQuest document link
Abstract:
Purpose
This study aims to develop a parsimonious model to estimate US aggregate hotel industry revenue using domestic trips, consumer confidence index, international inbound trips, personal consumption expenditure and number of hotel rooms as predictor variables. Additionally, the study applied the model in six sub-segments of the hotel industry – luxury, upper upscale, upscale, upper midscale, midscale and economy.
Design/methodology/approach
Using monthly aggregate data from the past 22 years, the study adopted the auto-regressive distribute lags (ARDL) approach in developing the estimation model. Unit root analysis and cointegration test were further utilized. The model showed significant utility in accurately estimating aggregate hotel industry and sub-segment revenue.
Findings
All predictor variables except number of rooms showed significant positive influences on aggregate hotel industry revenue. Substantial variations were noted regarding estimating sub-segment revenue. Consumer confidence index positively affected all sub-segment revenues, except for upper upscale hotels. Inbound trips by international tourists and personal consumption expenditure positively influenced revenue for all sub-segments but economy hotels. Domestic trips by US residents added significant explanatory power to only upper upscale, upscale and economy hotel revenue. Number of hotel rooms only had significant negative effect on luxury and upper upscale hotel sub-segment revenues.
Practical implications
Hotel operators can make marketing and operating decisions regarding pricing, inventory allocation and strategic management based on the revenue estimation models specific to their segments.
Originality/value
It is the first study that adopted the ARDL bound approach and analyzed the predictive capacity of macroeconomic variables on aggregate hotel industry and sub-segment revenue.
Links: Full Text
Full text:
1. Introduction
The tourism industry has positioned itself as one of the nation’s largest employers representing 8.0 pe ...
Latest released the research study on Global Luxury Hotel Bedding Market, offers a detailed overview of the factors influencing the global business scope. Luxury Hotel Bedding Market research report shows the latest market insights with upcoming trends and breakdown of the products and services.
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An analysis of the lodging industry with a focus on Marriott, Hilton, and IHG.
This study was commissioned by Ohio University's Copeland associates and members of the team include Daniel Pannell, Alexander Talbert, John Klein, Andrew Varnis, Michael D'Elena, and myself.
Team 5 would like to give a BIG thanks to professors Lori Marchese and Paul Benedict for all of the help they gave us outside of class. These two are by far the best professors any of us have ever had the privilege of learning from at Ohio University, and this report would have been impossible if it weren't for their guidance. Lori & Paul, Thank you!
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The company was established upon purchase of the Hyatt House, at Los Angeles International Airport dated 27th September 1957. Owner of the Hyatt were entrepreneurs, Hyatt Von Dehn and Jack D.Crouch. Later, Von Dehn decided to get out of the hotel business. His share was sold to the hotel Jay Pritzker. Jay’s younger brother Donald Pritzer, undertaken the responsbility of hotel operation and acquired motels and hotels. Under Donald’s leadership, Hyatt Corporation became the greatest growing chain of hotels in the United States until his death in the year 1972. Hyatt is a global corporation with broadly recognised, industry. Mission of the hotel is to provide benchmark services by creating a difference. Hyatt key properties by region includes North America, Europe/Middle East/Africa, Latin America, Asia Pacific, Southwest Asia.
Running Head: ECONOMIC BRIEF 1
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Economic Brief
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Economic Brief
Amusement and theme parks are places where people visit so that they can have fun and also they can take their meals because restaurants are available in the amusement and theme parks. People can do various things when they visit these places because there are different types of activities which one can participate while having fun. These facilities are more elaborate when they are compared to the city parks and playgrounds because they provide attractions which attract different age groups. There are also some differences between amusement parks and theme parks because amusement parks contain themed areas and as for the theme parks, they focus more on the more intricately designed themes which are revolving around some specific subjects (Martin, 2015).
Industry Goods and Services
There are various services which are offered by amusement and theme parks which include shows, rides, retail outlets, ad food services facilities. These activities are aimed at ensuring that the clients are having fun whenever they visit the place. Since having only one type of activity will discourage people from visiting the lace because they will get bored with the only activity being carried out, the organization ensured that there are various activities which the clients can participate in. In addition, retail outlet enables the clients to buy what they want within the parks. The restaurants make availability of food to the clients easy hence they will spend more time within the parks since all that they need is available (Mathew, 2015).
Market Structure and Characteristics
The market structure of the amusement and theme parks is perfect competition in that it is competing with other organizations which offer similar services to win more customers. There are other parks which are smaller as compared to the amusement parks and theme parks but they offer most of the services which are offered by amusement and theme parks. So, to win more customers, the organization ensures that customer satisfaction is achieved. This, therefore, has encouraged amusement parks and theme parks to expand their services by providing more services within the parks like providing foods in the restaurants and also by opening retail outlets. These are the additional services which are offered so that they can win more customers in the competitive market.
Microeconomic Relationships, Market Outcomes, and/or Trends
The trends for the market of amusement parks and theme parks is that they will keep expanding and making more profits because they are offering different activities at the sam.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
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TL;DR. These are the three themes that stood out to us over the course of last month.
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
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• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
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• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
3. PAGE 2
1. Executive Summary
Hilton Worldwide is a leading hotel organisation in the hospitality sector with
4,661 hotels and 764,748 rooms spread across 102 countries (Hilton
Worldwide, 2016).
This report aims to propose a marketing plan for the Hilton worldwide Hotel,
Belfast by increasing the afternoon tea menu within food and beverage area.
Hilton Worldwide Hotel, Belfast is a 4* hotel located in Belfast City Centre,
and is part of an international hotel chain.
Key objectives are:
Introduce a new product in early February 2017.
Identify new markets for the product and service system.
Core strategies are:
Analyse the market segmentation, target market and positioning in the
market.
Making a product work by using marketing mix tool to help.
Producing a marketing plan for a product to be implemented by Hilton
Worldwide Belfast.
2. Introduction
Hilton Hotels began in 1919 from Texas as Mobley hotel, then went public as
Hilton Corporation in 1946 with 15 of its properties spread across 11 states. By
2012, it owned over 1,400 Hotels and 172,000 rooms in the world.
Hilton is one of the fastest growing hospitality organisations in the world (HA,
2016).
4. PAGE 3
“We will be the preeminent global hospitality company — the first choice of
guests, Team Members and owners alike” (Hilton Worldwide, 2015).
The mission of this organisation is to “make the company more hospitable by
giving warm experiences to travelers and guests, and by providing meaningful
opportunities to team members for personal growth” (HA, 2016).
Hilton Hotels today is a head hospitality hotel chain with its differentiated globally
recognised brands in different countries.See Appendix for Futuer information
about brand names.
3. MarketAudit
The marketing audit defined by McDonald and Wilson (2011, p. 43) as “a
systematic appraisal of all the external and internal factors that have affected
a company’s commercial performance over a defined period.”
3.1 The Market
The hotel industry has become one of the most important sectors affecting
the United Kingdom’s economy nowadays. According to PWC UK hotels
forecasts report (2016, p. 4) that within the hotels industry, room occupancy
is the key performance indicator (KPI), it has been increasing by 1.2% up to
77% (peak) of the occupancy in 2016, which includes Scotland, England,
Wales, and Northern Ireland. Data collections and provinces forecast can be
found in Appendix 1, which includes: the current occupancy, Revenue per
available room (RevPAR), Average daily rate (ADR) and Demand still
outpacing supply growth.
Within the huge number of travelers who came to Northern Ireland in 2016,
the total revenue has been increasing by 6.1% in 2016 and the hotel sector
was the majority industry leading the economic growth (NISRA, 2016). More
5. PAGE 4
information canbe found in Appendix 2. According to Hospitality review NI
(2016), there are 14 new hotel project plans to build and will be finished in
2018. Further information about hotel plans for Belfast can be viewed in
Appendix 3.
As an International hotel chain, Hilton Worldwide Belfast is a 4* hotel located
in the heart of Belfast City Centre, and has already become a well-developed
hotel in Belfast. In order to keep the trends growing further, Hilton Belfast
must continue focusing on its luxury and related accommodation, high
standard quality customer service and their strong customer relationship by
having Hilton HHonors, which is available at all Hilton hotels in the world
(Hilton HHonors, 2016). Please view Appendix 4 for more information about
HH Honors.
3.2 Market Positioning
It is necessary to use the BCG (Boston Consulting Group) Matrix Model to
establish the market positioning within the hotel industry. Hilton Worldwide
hotels are using it on all its companies, including the Hilton Worldwide Hotel
Belfast. The Boston matrix classifies “a firm’s products according to their
cash usage and their cash generation using market growth and relative
market share to categories them in the form of a box matrix” (McDonald and
Wilson 2011, p. 172).
7. PAGE 6
“Hospitality Industry is slow moving and an emerging industry of the world in
which the companies require time to have their market share” (Ashan et al,
2014, p. 7)
Figure 1 and 2 illustrate the BCG Matrix model for Hilton Worldwide hotels
and Hilton Worldwide Belfast. It can be seen that Hilton Worldwide has a
brand recognition market and wonderful market share in the hospitality
industry (Ashan et al, 2014, p. 7). According to figure 2, Hilton Belfast is
above the general standard of Hilton Worldwide chain in the BCG matrix
excluding F&B and gym & spa. Therefore, the food & beverage department
(Cash Cow) can be improved further in the hotel.
Additional information on Hilton Worldwide’s BCG Matrix can be found in
Appendix 5.
3.3 Macro Environment (PESTLE analysis)
Dransfield et al. (2004, p. 446) defined PESTLE analysis as a tool of
“identifying the key structural changes in the business environment that are
relevant to a specific business”; Thus, Hilton Worldwide hotels are relying on
PESTLE to manage the macro environment. Further information can be
found in Appendix 6, the chart below shows the PESTLE analysis for Hilton
Worldwide, Belfast.
P
Political Factors:
Brexit: EU Relationships (BBC, 2016)
Tourism taxation & Brexit: Autumn Statement (Big Hospitality, 2016)
Visitors number increasing: due to British pound’s drop after Brexit vote
(Financial Times, 2016)
8. PAGE 7
E
Economical Factors:
'Staycation' boost to UK economy: millions of families shun foreign
holidays (The Telegraph, 2016)
UK Economy grew fast after Brexit: What has happened so far? (BBC,
2016)
S
Socio-cultural Factors:
Growth of gluten free market (The Guardian, 2015)
“Free from food” market trend (Mintel, 2016)
T
Technological Factors:
Smartphones user increase (SmartInsights, 2015)
Hotels went hi-tech (The Guardian, 2016)
L
Legal Factors:
Health and safety laws Hilton Worldwide (Hilton Worldwide employee
handbook, 2014)
Employment Laws (Hilton Worldwide, 2016)
E
Environmental Factors:
Reducing waste from hotels: helps protect the environment (Hospitality
Risk Solutions, 2015)
Preserving environment: Hilton Worldwide goes environmental friendly
(Hilton Worldwide, 2015)
3.4 Micro Environment (Porter’s 5 forces)
Micro environment defined by Kotler et al. (2014, p. 64) as “consists of
factors close to the company that affect its ability to serve its customers, the
company itself, marketing channel firms, customer markets, and a broad
9. PAGE 8
range of publics.” Thus, Porter’s Five Forces model has been used widely in
the hotel industry to analyse competitiveness of the current market and
customer market.
Figure 3: Porter’s Five Competitive Forces Model (Porter, 1980)
1.Threat of new entrants: High
30 new hotel project plans to build up in Belfast from 2016-2018
(Hospitality Review NI, 2016)
Bullitt hotel by Accor group has already finished in 2016 (Hospitality
Review NI, 2016)
2.Threat of Substitutes: High
Lots of heaper hotels and Airbnb around Belfast city centre.
Europa hotel Belfast also provide similar service, facilities and
similar products.
3.Bargaining power of suppliers: High
Hilton Hotels chain: world largest hospitality chain (Hilton
Competitive
Rivalry
Threat of
new
entrants
Threat of
Substitutes
Bargaining
power of
suppliers
Bargaining
power of
customers
10. PAGE 9
Worldwide, 2016)
High quality F&B and customer service has been offered.
4. Bargaining power of customers: High
Visitor attractions around Northern Ireland has been required by the
international travelers (especially for the increasing number of
Chinese market).
3.5Internal Resources
Figure 4 shows the chart of McKinsey’s 7s Framework elements. According to
McKinsey & Company (2016), the 7-S Framework is a tool to “understand the
complexity of organisations.” The analysis of McKinsey’s 7s framework shows that
Hilton is well positioned to offer a new high quality experience, such as the one
being put forward.
Figure 4: McKinsey 7s Framework
elements (McKinsey & Company,
2016)
Strategy Continuing to be the largest and fastest growing global hospitality
company (Hilton Employee Handbook, 2015)
11. PAGE 10
Structure Please see Appendix 7 for the chart of management structure of
Hilton Worldwide Belfast (Hilton Employee Handbook, 2016)
Systems Fine dining (F&B)
Table service (F&B)
Function booking (Events & meetings)
Check in & out service (Reception)
Room service (F&B)
Room maintenance (Housekeeping)
Style Monthly department meeting
Staff Well-staffed hotel
Staff training before entry to work
Health & safety test for each employee has been provided
by Hilton Belfast
Employee will be given 30% off on every single hotel
under Hilton Hotels Chain (Hilton Hotels Employee
Handbook, 2016)
Skills Teamwork
High standard customer service
Health & safety
Communication
Customer service skill
Shared
values
Highest and lowest comment of Hilton Belfast have been posted
weekly on employee cafeteria
3.6SWOT Analysis
12. PAGE 11
Kotler & Koller (2016, p. 71) defined SWOT Analysis as “the overall evaluation of
a company’s strengths, weaknesses, opportunities and threats; a way of
monitoring the external and internal market environment;”
Figure 5: SWOT Analysis of Hilton Worldwide (Ashan et al, 2014, p. 3).
Further information about Hilton Worldwide’s SWOT analysis can be found in
Appendix 8.
It is vital to analyse the market positioning, internal and external environmental
factors and the SWOT analysis of the Hilton Worldwide hotel, Belfast. ‘Sonoma
Afternoon Tea’ has been identified as a potential opportunity and can be
introduced into the hotel, especially since it has been provided by other Hilton
hotels (Double Tree, 2016). See Appendix 9 for future information about
afternoon tea by Hilton DoubleTree, London.
13. PAGE 12
3.7Assumptions:
1. There will be 14 more hotels building up around Belfast City Centre, so
that there will be more competitors coming by the end of 2018 (Belfast
Telegraph, 2015).
2. Increasing tourism to Belfast will affect hotel industry.
4. Objectives
Specific Introduce “Sonoma Afternoon Tea” to public by the end of February
2017.
Measurable Continue to provide high quality standard service in the industry.
Attainable Increase the afternoon tea bookings in Sonoma restaurant, Hilton
Belfast by 5% within first 6 Months.
Realistic Identify the new market for its service and product.
Targeted Achieve Ireland Year of Food and Drink in the end of 2018.
5. Strategy
14. PAGE 13
Strategy planning is “the process of developing and maintaining a strategic bit
between the organisation’s goals and capabilities and its changing marketing
opportunities” (Armstrong et al, 2013, p. 66). Thus, using Ansoff Matrix model
shows the new growth opportunities in the existing or new market in the
industry. Market penetration has been chosen to implement and illustrate the
“Sonoma Afternoon Tea” by using Ansoff Matrix.
Figure 8: Ansoff Matrix Model
Source from: Kotler et al. (2014, p.105)
5.1 Market Segmentation
Segmentation – “the process of dividing a market into distinct groups of
buyers with similar requirements” (Hollensen, 2010, p. 282), it is necessary
that the market be segmented.
Behavioral, psychographic and profile variables will be used to segment the
“Sonoma Afternoon Tea”:
15. PAGE 14
Behavioral Purchase behaviour (pay for quality and
environment)
Occasion special offers: Christmas, Mother’s day,
Valentines & St. Patrick’s
Psychographic Lifestyle: domestic traveler’s dating
Personality: An International Hotel chain
Profile Geographic: located in the heart of Belfast City
Centre
Demographic:
Internal customers: mainly business people, young
couples & family groups
External customers: International visitors, baby
boomers
5.2 Target Markets
Choosing the right target strategy is very important for the company to ensure the
materials and promotional tools can be implemented. Kotler et al. (2014, p. 109)
mentioned “a target market consists of a set of buyers who share common needs
or characteristics that the company decides to serve.”
The differentiated strategy has been chosen for use on “Sonoma Afternoon Tea”.
Hilton Worldwide Belfast is part of an international hotel chain, so that most
international travellers from US and Asian countries would pick Hilton Belfast to
stay while travelling to Belfast. As well as business travellers, local citizens also
enjoy staying and having meals in the Hilton Belfast.
5.3 Positioning Strategy
16. PAGE 15
Fitzwilliam Hotel
Positioning is defined by Armstrong et al. (2013, p. 165) as “Arranging for a
market offering to occupy a clear distinctive and desirable place relative to
competing products in the minds of target consumers.”
Sonoma Afternoon Tea-“Save for queuing and complaining about the weather,
Sonoma afternoon tea will lead you to enjoy the taste of your life.”
t
It will be positioned in comparison to the main competitors: Fitzwilliam, Europa
Hotel and The Merchant Hotel.
Thus, “Sonoma Afternoon Tea” will be providing a ‘quality position’ in the target
market. This will be achieved by offering high quality service and exquisite
afternoon tea. Please see Appendix 10 for the menu of “Sonoma Afternoon
Tea”.
High quality service
Low quality service
High priceLow price
Europa Hotel
The Merchant
Sonoma afternoon tea, Hilton
17. PAGE 16
5.4 Product and Pricing Strategy
The positioning strategy shows the competitors of “Sonoma Afternoon Tea” in
Belfast. In the pricng and product strategy, we will analyse the competitive
market within the industry. The analysis can be found in Appendix 11.
Pricing Strategies Matrix
Source: marketingteacher.com
The pricing position of “Sonoma Afternoon Tea” is market penetration. The
positioning is to provide a high quality product and service at an average price in
order to keep customer satisfaction.
18. PAGE 17
5.5. Marketing Mix
The Chart below presents McCarthy’s 4 Ps of marketing to introduce “Sonoma
Afternoon Tea” into the Hilton Worldwide Hotel, Belfast. See Appendix 12 for
addition details.
Product High quality food serving in a graceful environment
Unique selection in the existing market
Price Valuable price to the target market
Prices between £22-30, per person
Promotion Prize on social media (Facebook, Instagram and Twitter)
Special offers can be found in the hotel’s web page
Place Located in the heart of Belfast City Centre, convenient for
people shopping in town.
Convenient transportation (next to the central station)
People Staff training before the first shift
Staff are required to provide a high quality service for
customers.
Being knowledgeable on all the menus
Process Booking via: online agencies (Booking.com, C Trips,
Expedia, etc.); Telephone booking and walk-in hotel
booking
Physical
evidence
Free Wi-Fi covered in whole hotel
Free taxi phone at reception desk
Elegant environment, comfortable stay
19. PAGE 18
6. Resources and Controls
6.1 Resource Requirements
The table below illustrates the actions required, responsible roles and
timeframe showing what, when and how tasks need to be implemented,
and by who, for the “Sonoma Afternoon Tea” in the Hilton Belfast.
Actions required Timeframe Responsibility
Menu food / Drink
selection
Early January Head Chef / F&B
Manager
Pricing design Mid January Head Chef / F&B
Manager / Marketing
Manager
Promotion / Sales Mid January F&B Manager /
Marketing Manager /
Accounting Manager
Final Menu End January Head Chef / F&B
Manager / Marketing
Manager
Staff Menu Training Early February Head Chef required to
train kitchen team
F&B Staff Menu Early February F&B Manager required
20. PAGE 19
Training to train F&B staff
6.2 Measures
The success of the “Sonoma Afternoon Tea” will be measured by:
Weekly 6 Months after 12 Months after
1. F&B Staff
meetings to collect
feedback of the
afternoon tea from
customers’ orders.
2. Kitchen team
meetings to find out
if there is any more
space to promote
the value, and taste
for the food.
1. Marketing team
need to collect
feedback from
customers who left
comments on online
media and
agencies.
2. Analyse the sale
promotions and the
ratings for the
afternoon tea.
1. Analyse the
weakness comments
for the “Sonoma
Afternoon Tea”.
2. Marketing team
needs to check the
promotion and sales
affect after the menu
has been on for a
year.
6.3 Key milestones
Milestones Date
Menu proposal Early January
21. PAGE 20
Final afternoon tea menu
Training & practice
Sale / Promotion
Online source available
Open to public
End January
Early February
Mid January
Early February
End February
7. Conclusion
All indicators suggest that the “Sonoma Afternoon Tea” could be a successful
offering by Hilton Worldwide, Belfast. Hilton Hotels is a premium brand, and
offering this premium service will fit in well with Hilton Belfast’s current portfolio.
The analysis of the environment, segment, and customer base shows that there
is a potential opportunity for such an offering to be profitable.
This product takes advantage of potential opportunities, namely increased
international customers, increased disposable income from local customers, and
a higher interest in healthier options. This coupled with Hilton’s strengths of
being a premium brand and high customer loyalty should satisfy current
customers and attract new customers interested to try the new offering.
The marketing plan has been outlined within this report using the SMART
framework. Also addressed in this report is specifically what product is being
offered, how to bring it to market, who are responsible for making it happen, and
a timeline to ensure it is brought to market in an orderly fashion. A measurement
metric, number of bookings, has also been put forward along with a goal and
deadline to assess successfulness of the product offering.
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