Strategic Positioning of Hilton Hotel Groups in the UK

Strategic fix of Hilton Hotel Groups in the UKStrategic Positioning of Hilton Hotel groups in the cordial reception industry in UK?Back Ground conceiveHotels and their stig maing strategies ar famous all in all over the world. If we look slightly us we can see that the success of a hotel is in its flaw emphasis. To stay in business and to beat the competition around them, all hotel groups engage in brand implementation. The logo itself would stand come to the fore on its own, from the minute a customer enters a hotel, they leave be centred on the brand image starting from napkins, towels, spoons, etc. A trend in todays hospitality industry is the interest to cater to different securities industry segments to a lower place one brand name. To achieve this many big reputed hotels, acquire or enter into some alliance with smaller hotels and provide them with the main hotel logo, brand name and similar facilities/services. Thus making it a part of the main hotel brand. Since mo re and more hotels are moving ahead with this same signifier of strategy there is an enormous competition in this sector at present.To focus in depth on this matter I project decided in fetching Hilton Hotels Corporation as a type reputation. This hotel group is one of the leading names in the spheric hospitality sector, with more than 2,800 hotels and 490,000 rooms in more than 80 countries, including 150,000 team members worldwide. The confederation owns, manages or franchises a hotel portfolio of some of the best known and highly regarded brands, including Hilton, Conrad, Doubletree, Embassy Suites Hotels, Hampton guild, Hampton Inn Suites, Hilton Garden Inn, Hilton Grand Vacations, Homewood Suites by Hilton, and The Waldorf=Astoria Collection.There are may new(prenominal) international hotel bondage like, Marriot, Holiday Inn, Intercontinental and Radisson which are as competitory as Hilton and are following the path of global branding, but they are only very new entr ants in this field. To portray a global image and enhance a world over brand whacking investments are required. Government policies, economical changes, political issues like September eleventh have affected the Hotel industry world wide during recent times. reservation this kind of a huge investment is very risking for hotels until their long full term objectives show profits. During the years Hilton Hotel as a corporate has been able to perform a brand for itself in this competitive lodging industry, proving their capabilities by infinitely portraying increase in its revenue every year, by diversifying its products and acquiring other valuable hotels to add to it corporate chain. Hilton as a corporate has been able to cater to the demand of different types of guests. Based on needs of the customers they are able to providing the required facilities and services. Thus being able to nutrition up its own brand movement and also create packaging in all segments of the market needs. Acquiring hotels which are based oversea has also enabled the company to expand its operations and serve its clientele.To validate my assumptions and to fleet my doubts, I have tried engaging in a ledger article Brand Equity, Brand penchant and Purchase Intent (Cathy J. Cobb- Walgren, 1995). here I intend to demonstrate how branding can help a hotel be well renowned and at the same time be able to cater to all segments.Research QuestionHow does a tralatitious luxury hotel group react strategically to the incoming global atmospheric pressure from niche brands? (Case Study Hilton International)Research ObjectiveMain objective of this search will be to identify the online market positioning of the hotel groups, taking Hilton as a episode study, to find out how the each hotel chains competes each other in a global market. I will compare brand segmentation and competitive advantage and brand measure out different hotel chains.Research MethodologyI will compare the motio n of Hilton Hotel in each of the areas of its operations (Customer satisfaction, Competitiveness, Productivity, Profitability) against other major players in the market .To find out the core competencies of the company it is also required to do a thrum analysis. This analysis would help in focusing on the companys strength, weakness, opportunities and threat, which would help in achieving an internal picture of Hilton as a whole. It would be beneficial using Porters five competitive forces (Micheal Porter 1980) to find out Hiltons external opportunities and threats.I will be interviewing General Managers to understand the current market trends and companys main objectives and plans for the future.It is essential to use Hilton as a field of study study to evaluate how hotels interested in the branding concept hold up world over. Due to the above mentioned (Background) specialities in Hilton Hotels Corporation it will be much helpful to take it as a case study to understand what ar e the integrities in undergoing brand diversification with in the industry. duration ScaleJune 5 to June 20 Review books and any literature cerebrate to the matterJune 9th 1st Meeting with the supervisorJune 22nd to June 29th mark a research strategy and review main literatureJune thirtieth to July 3rd Meeting with Hotel Managers to conduct interviewsJuly 4th to July 10th Putting the selective information together and analysising it.July 11th to July 23rd Reviewing Hilton data as a case study and linking it with the theoretical literatureJuly 24th to tremendous 2nd Preparing the SWOT analysis to find out the core capabilities of Hilton noble-minded 3rd to wonderful 15th Preparing for Potters five forces to get a track of Hiltons external opportunities and threatsAugust 16th to August 24th Formulating the first draft togetherAugust 25th to September 1st Completing the ProjectResourcesThe expenses occurred while travelling to take interviews will be bared by myself. I do ha ve access on the intranet of Hilton since I have been previously for this company. I have also access to the Leeds University library and Hotel and catering international wariness Association (HCIMA) to help me in the review of literature.Referenceshttp//hiltonworldwide1.hilton.com/en_US/ww/business.dohttp//hiltonworldwide1.hilton.comCathy J. Cobb-Walgren, Cynthia A. Ruble, Naveen Donthu 1995. Brand Equity, Brand Preference and Purchase Intent. Journal of Advertising online, 24(3), Accessed 19th April 2008, p.25-44. Available from World widely Web Potters Five Forces (Micheal Porter 1980).