Hilton: The 4-Star Hotel Market

Sylvie Hertrich, Ulrike Mayrhofer () and Rob Davidson
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Sylvie Hertrich: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Written in close collaboration with the management team of the Hilton Hotel in Strasbourg, this case-study presents the marketing plan of the Hilton hotel. The case-study provides detailed data about the Hilton hotel group and the hotel market. In a difficult economic context, Hilton hotels intend to diversify their clientele. The management team decides to multiply its marketing efforts in order to attract both leisure and business clients. The main objective is to increase the profitability of the company. The student is asked to develop a marketing plan for the Hilton hotel: internal and external analysis, marketing strategy (segmentation - targeting - positioning), marketing-mix (product, price, distribution and communication policies).

Keywords: Hilton hotels; tourism; marketing; marketing plan.; marketing plan (search for similar items in EconPapers)
Date: 2009-06-01
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Published in 2009

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00974167

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