The paper "Hilton Hotel - SWOT Analysis " is a perfect example of a business case study. Launched in 2016, Tru by Hilton brand is a franchise under Hilton worldwide that was launched to cater to the middle scale hotel market (Oates, 2016). The services and products of the hotel are limited compared to other Hilton hotels and the designation of the hotels ensures its flexibility in many avenues including highway settings, modern and suburban settings. The brand is currently focused in North America and the locations include Denver, Atlanta, Dallas, and Missouri (Oshins, 2017).
The presence of additional plans for expansion into the Latin American region and the European region requires the company to examine its internal and external forces which could have an impact on the establishment and operations of the new ventures. A marketing audit makes a fundamental part of the planning process in marketing as it examines internal and outside influences on marketing planning. This retro respect, therefore, discusses the potential launch of the Tru by Hilton brand in Latin America; particularly Peru. The paper will equally conduct a market audit and analysis for the competition in the specified market. Overview and Analysis of Hilton Hilton is among the largest hospitality brands in the world and was founded by Conrad Hilton in 1919 (Chathoth, 2016).
The company has thirteen global rated brands including Hilton Hotels and Resorts, Conrad, DoubleTree, Waldorf Astoria among others. The global market share of Hilton is currently at 4.5%. Hilton’ s mission and vision include an aspiration to be the most hospitable brand in the whole world and to deliver exceptional experiences to its guests.
The company standards are grounded on teamwork, good leadership, accountability, and discipline. The following section, therefore, describes the strengths and opportunities as well as the weaknesses and threats of Hilton Worldwide. SWOT Analysis Strengths Hilton has a worldwide brand with wide-ranging experience in the hospitality sector with hotels in over one hundred countries (Ahsan et al, 2014). The large scope of Hilton operations enables the hotel to benefit from economies of scale thus creating the opportunity for the hotel to expand exponentially. In addition to the world scale brand, Hilton has a loyalty program that is well known in the industry which has helped it maintain its customers.
The extent of the properties that Hilton owns worldwide is strong in itself as the ownership of property reduces costs of operation and can easily be insured against risk. Hilton furthermore boasts of strong leadership that has set an appropriate example for the rest of the members of the hotel group. The group has seen change through an enhancement of the corporate culture, cost-cutting initiatives, and maximum cooperation of the brands through the leadership of the CEO, Christophe Nassetta.
The integration of technology into the operations of Hilton worldwide has helped in the provision of seamless products and services and these technological enhancements include; digital keys, coordinated travel, phone applications to assist the customer, and use of current hotel software to improve services and customer experiences. From the competencies mentioned above that Hilton possesses, consumers have gained loyalty to the brand which continues making the group stronger in the industry (Ahsan et al, 2014). Tru by Hilton is therefore backed by a strong brand with strong leadership and assets that should ensure the successful development of the midmarket hotel in Peru.
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