By Julien Teyssandier, Franois Rolland, Emeric

Vautier et Marie Huc

Hilton Marketing Strategy
Hilton Marketing
Strategy
Hilton Marketing
Strategy
1) Contents page
Financial
results
The Hierarchy
of Competition
Marketing Mix
Position in the
Ansoff Matrix
Market Postur
Group News
Group
nformation
Recommended
strategies
) Hilton nformations
What is the first thing you think about when you hear
about Hilton ?
the city of Iove
W Created in 1919 by Conrad Hilton with is first
hotel implemented outside the US territory in
1949
W 9 Hotels
W ,9 Rooms
W Countries
W 1, Employees so more than 4 times the population of
Perigueux
) Hilton nformations
But above all. Hilton is the world's second hotel chain.
) Hilton's figures
eader:
ntercontinental
Challengers:
iIton WorIdwide,
Wyndham Hotel
Group and Accor
Challengers:
iIton WorIdwide,
Wyndham Hotel
Group and Accor
Followers:
Hyatt, Carlston, Taj Group,
Starwood and Four seasons
Niches:
Dorchester Group, Morgans Hotel Group,
lucien Barrierer, Fairmont, Palaces and
ndependant Hotels.
Niches:
Dorchester Group, Morgans Hotel Group,
lucien Barrierer, Fairmont, Palaces and
ndependant Hotels.
4) The hierarchy of competition
) Competitors
HW VS HG
HW VS Marriott
) Market Posture
Offensive strategy
Encirclement attack:
W 1 hotel creations in 1
W Penetration of Emerging Markets
W nsert brand product in the competitors market
W Constantly follow new trends to meet customer's
expectations
) Marketing Mix
Product Product Price Price
Promotion Promotion Place Place
HTON HTON
) Ansoff Matrix
:rrent Prod:ct New Prod:ct
:rrent Market
oyalty card,
facebook/Packag
e/Promotion
Kids Club
News Market
Development in
Asia and in
different Brands
Diversification/Ga
iming and
entertainment
industries
9) Group News
W Green policy
W Russian Market
W Award winning guest loyalty program
W New base line launch with a new campaign
9) Recommendation
W Follow its expansion strategy
W ook on the future while keeping an eye on the
present market
W Hilton worldwide should defend its market
shares against the followers companies
W Fight to hold the number one position in the
implementation battle on emerging countries
such as Brazil, Russia, ndia and China.
1) Conclusion
SO Hilton Worldwide achieve their five years
marketing strategic plan objectives
Knowing that HW keeps on expanding all around the
world. Will it manage to keep control of its whole
firm?
11) Bibliography
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We wanL Lo Lhank you for your aLLenLlon
uo noL heslLaLe Lo ask any quesLlon?