Management: Marketing Strategy of Hilton Hotels

Marketing Strategy Assignment Guide Module Leader: Sudipta Das Email: [email protected] MKT – 306 – 2013 -14 2 | P a g e Introduction to the Assignment: Please read all instructions and information carefully. You are required to submit your work under the University Infringement of Assessment Regulations. Your assignment must be submitted to your Study Centre in hard copy with an accurately and clearly completed Assignment Cover Sheet, and an electronic copy on CD in an envelope [hole punched or safely secured into your plastic file or assignment wallet]. Please do not include a plastic CD case/box and remember to write your student code and assignment code clearly onto the disc and envelope. You will need to achieve an overall mark of 40% in order to successfully complete this module. SudiptaDas Module Leader -MKT 306 3 | P a g e Assignment: Assignment Brief: Luxury hotels are one of the most versatile and resilient businesses that struggled and survived through the current economic crisis. From the fundamentals of advanced marketing strategy to the principles of services marketing govern the way this industry operate and flourish. The recent changes in consumer purchasepower, business distributions, and geo-demographics of the target markets in this industry certainly make it an interesting sector to investigate as part of this assignment. The task is divided into two parts (Part 1 & Part 2) and candidates are expected to address both. Mode of Assessment: Individual Report Weighting: 100% Module Assessor: Sudipta Das Issue Date: 8TH November 2013 Submission Date: 6th January 2014 Word Count: 3500 words (+/-10%) 4 | P a g e Your task is to identify a Global Luxury Hotel brand**; and then analyse, evaluate and prepare an individual report (3500 words +/-10%) addressing the following issues… ? Part 1: ? Using appropriate sources, identify their existing marketing strategy and value creation process [Weightage -30%] ? Research, analyse and evaluate the...