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Hilton : The 4-Star Hotel Market

Author

Listed:
  • 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

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Rob Davidson

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).

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer & Rob Davidson, 2009. "Hilton : The 4-Star Hotel Market," Post-Print hal-00974167, HAL.
    • Handle: RePEc:hal:journl:hal-00974167
    as

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