Hilton Strategic Analysis

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1.0 Introduction
Strategy is the long-term direction of an organization which achieves advantage in changing environment through its configuration of resources and competencies with the aim of fulfilling stakeholder expectations (Johnson, et al., 2010).
Strategy has three key elements in strategy- the long term, strategic direction and organization (Johnson, et al., 2010). The long term includes extending and defending core business, building emerging businesses and creating viable options in the long run. Strategic direction is the course of action which leads to achieve goals of an organization strategy (WebFinance, Inc, 2014).
And organization is the social group of people that is structured and managed to meet collative goals of its
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Hilton Sri Lanka has required resources and competencies to deliver highest quality service standards, superior products at a value-based pricing that will create memorable experience to the customers which creates the competitive advantage (Hilton Worldwide, 2014).

2.1.1 Corporate Brand image The brand image of Hilton that has built throughout the past is one of the most recognized names in the industry. The hotel offers a world of authentic experience to customers while brand continues to be innovative, forward thinking and to take the leadership of hospitality in the country (Hilton Worldwide, 2014). The brand name is the main asset for the company. It is an assurance of quality of products, services and experience that customers get when associating the
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For over 90 years Hilton has been presenting business and leisure travelers the premium service in accommodations, service, amenities and value. Hilton is dedicated for the tradition of providing exceptional guest experience through its global brand. And the company conducts a world-class guest reward program called Hilton Honours®, innovative technologies to enhance the guest experience (UK Essays.co.uk, 2014).
Value chain is the set of processes that a company carries-out to create value for its customers Michal Porter (1985), proposed a general structure of value chain businesses can use to examine of their activities and to show how they are connected. The way in which value chain activities are performed determines costs and affects profits; therefore this tool can helps understand the sources of value of an organization (Mind Tools Ltd, 2014).
Value Created and Captured – Cost of Creating that Value =
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