Marketing Plan Of Hilton Hotels & Resorts

3078 Words Dec 7th, 2014 13 Pages
Marketing Plan of Hilton Hotels & Resorts in China

Executive Summary
This report seeks to devise a marketing plan for the implementation of the marketing strategy of the Hilton Hotels & Resorts in China. In particular, this report analyzes the external environmental factors facing Hilton Hotels & Resorts in China using PESTL analysis, as well as a market analysis for the hotel and resorts industry and the competitors of Hilton Hotels & Resorts in China in terms of brand awareness and image. Having developed an understanding of the external environment, market and competitors of Hilton Hotels & Resorts, the marketing strategy of Hilton Hotels & Resorts in China is set out based on a situational analysis of the competitive advantages of Hilton Hotels & Resorts and its target market. Hilton Hotels & Resorts’ brand image, brand awareness, location and sales volume in China are discussed in an effort to identify its unique selling points and strategic advantages. Finally, the full promotion mix and implementation of Hilton Hotels & Resorts’ objectives in China is reviewed based an analysis of its competitive advantages in the Chinese hotel market, the profiling of its target customers and the positioning of the company in the market relative to its competitors. The report concludes with a critical evaluation of the effectiveness of the promotion mix of Hilton Hotels & Resorts in China, against the objectives of the company in the Chinese market.

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