Hilton Hotels Case Study One Situation Analysis

2720 Words Jun 2nd, 2006 11 Pages
Hilton Hotels Case Study One Situation Analysis
Week Three
Catherine Seeley
University of Phoenix
MKT / 551
Marketing Management
Marlene Deatherage
April 17, 2006

Introduction The scope of this situation analysis will be to cover key issues and opportunities for the Hilton Hotels. The Four P's marketing strategy will be recommended, and discussed. The utilization and implementation of the SWOT analysis will be incorporated throughout the discussion. Information will be provided from the use of secondary resources for support of opportunities for the Hilton Hotels. During the early 1990's, the Hilton Hotels decided to move heavily into gambling. This was a result of after two major takeover attempts (Hilton Hotels, 1998). The
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This is an over concentration of the net assets by the European region which encompasses 84.5 percent of the total assets of the Hilton Hotels Corporation (Data Monitor, 2005).
The Hilton Hotel's Corporation should utilize marketing information on research for new demographics to place facilities at these locations. One prime example would be expanding into China or India. There is currently limited exposure in China by Hilton and this region is expected to grow at twice the rate of the balance of the world. The Indian cities are growing, consumer travel is increasing and there is increased demand for brand experience in India. Hilton's capital structure could be changed by disposal of assets in the global market such as the United Kingdom hotels. The proceeds from the sell of these types of assets could total great dollar amounts in recapturing the total assets owned by Hilton Hotels Corporation. In addition, the launching of new hotel services aimed at particular markets would be beneficial and another opportunity (Data Monitor, 2005).
In dealing with current issues involving the Hilton Hotel, many negative aspects also revolve around the competitive edge in today's global marketing war such issues as intense competition from other hospitality industries that have made their mark in worldwide enterprise similar to the Hotel Hilton. Along with

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