Hilton : The 4-Star Hotel Market

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).
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https://hal-univ-lyon3.archives-ouvertes.fr/hal-00974167
Contributor : Ulrike Mayrhofer <>
Submitted on : Saturday, April 5, 2014 - 2:29:44 PM
Last modification on : Monday, December 2, 2019 - 12:23:49 PM

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  • HAL Id : hal-00974167, version 1

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Sylvie Hertrich, Ulrike Mayrhofer, Rob Davidson. Hilton : The 4-Star Hotel Market. 2009. ⟨hal-00974167⟩

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