BUSINESS STRATEGY

Business Strategy



Table of Contents

Introduction3

Aims3

Objectives3

Business Overview3

Company Performance4

Hilton Hotel Group Portfolio5

Strategic Positioning Analysis of Hilton Hotel Group6

Swot Analysis6

Internal Audit7

External Audit9

Value Chain11

Hilton Hotel Group Competition12

Strategic Options14

Barriers to Entry14

Priority Issues15

Service Segmentation15

Major Market Segments16

Recommendation17

Strategic Implementation18

Conclusion19

Monitoring & Evaluation20

Executive Summary

This paper is about Hilton Worldwide, which is a privately held, global hospitality company. The company owns, manages or franchises a portfolio of hotel brands Hilton Worldwide has about 130,000 employees and was originally established in 1946 as Hilton Hotels Corporation. Recent hotel performance has been adversely affected by the global recession, particularly the harsh slowdown in the US economy and the rapid spike in unemployment. Travel for all purposes fell, resulting in a slump in room demand

Hilton Hotel Group formerly known as Hilton Hotels Corporation (HHC) holds a leading position in the global hospitality company. The strategy adopted by Hilton Hotel Group embraces a focus of a stand-alone hotel business, brings major challenges which can be currency risks in markets where the company is highly exposed.Competition within this industry is generally high and increasing quite often, as there are a large number of small operators and few very large international companies. I would recommend growth strategy for Hilton Hotel group.Hilton Hotel Group has undergone mergers and acquired hotels in different countries to boost its business and gain market share. Hilton Hotel Group is extensively focusing on increasing its number. In order to support its growth strategies, Hilton Hotel Group has multiple strategic alternatives available. Recent global recession has resulted in declining of property prices. Hilton Hotel Group can acquire land for its future plans of hotel expansion at discounted prices.Hilton Hotel Group is rapidly gaining market share in tourism and hospitality industry. The current situation is profitable for Hilton Hotel Group in terms of brand equity and business development in different regions of the world.

Business Strategy: Hilton Hotel Group

Introduction

Hilton Worldwide (or 'the company') is a privately held, global hospitality company. The company owns, manages or franchises a portfolio of hotel brands. The company's key portfolio of hotel brands includes the Waldorf Astoria, Conrad, Hilton, Doubletree, Embassy Suites, Hilton Garden Inn, Hampton Inn & Suites, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company operates more than 3,750 hotels in 84 countries around the world (HHG, 2012a). \

Aims

The basic aim of this study is to evaluate current strategy of Hilton Hotel and then proposes an appropiate strategy for Hilton Hotel(Pettigrew,McKee,1992).

Objectives

The Objective of this research rest of two basic principles. First of all to propose to identify and evaluate different strategic options and then proposes some specific course of action as a part of strategic implementation. (Pettigrew,1992)

Business Overview

Headquartered in Virginia, USA, Hilton Worldwide has about 130,000 employees and was originally established in 1946 as Hilton Hotels Corporation. The Hilton system includes hotels that are owned, managed or franchised. Hilton also operates a number of vacation resorts in the United States. However, the company has wound back its involvement in casinos. A private equity company, the Blackstone Group LP, acquired Hilton ...