Tourism

The Hilton

[Writer's Institution]

Table of Content

Introduction3

Marketing Plan3

Brand Background3

Hilton Beijing's Competitors4

Theory on Competition4

Standardization4

Competitive Advantage5

Meeting Local Needs5

Human Resource Plan6

Harwara Model6

Michigan Model7

Guest Comparative Model7

Employee Engagement8

Conclusion9

Recommendations9

Hilton Beijing Hotel

Introduction

The paper aims to emphasize on the company information of Hilton Beijing hotel and the brand associated to its. Furthermore, the paper reveals the key competitors along with the strengths which provide it a competitive advantage over its competitors. Hilton Beijing hotel falls under the category of the leading names in global hospitality industry. It is the most widely recognized brand name and images around the world today. One of the biggest distinguishing factors with regard to the luxury hotel market in China is the difference in top-tier cities and those that are further inland. The management and representatives of the Hilton have often hinted at further expansion into inland China, taking advantage of the potential business boom being seen in the regions.

Marketing Plan

Brand Background

The group has approximately 3k hotels and five hundred thousand rooms in seventy four countries. The study showed that the group has135k employees aroung the globe. The brands include, Hilton Hotels & Resorts, Conrad Hotels & Resorts, Double-tree, Hampton, Hilton Garden Inn and Waldorf Astoria Hotels & Resorts. The philosophy is shared by all brands in the portfolio of hotel brands of Hilton and is the inspiration for its overarching message of kindness and generosity (Vrontis, 2007, pp. 15). Hilton Beijing hotel was the very first hotel to utilize computer technology in reservations.

Hilton Beijing's Competitors

The list of the competitors of Hilton Beijing hotel is very big as there are large number hotels in china. The competitors include JW Marriott, Pudong Shangri-La, The Four Seasons, The Grand Hyatt, The Intercontinental, Peninsula Hotel, Portman Ritz-Carlton, Puli Hotel & Spa, Ritz-Carlton Pudong and The Westin.

Theory on Competition

The sole reason for an organization to outperform another is because the organizations have something the opposition lacks. Similarly, being able to provide services or products at a comparatively lower price as compared to the competition creates a certain advantage over the rivals and increases the likelihood of better business (Raa, 2009, pp. 50). To be deemed as sustainable, the method implemented by the said organization must be successful for a long period of time. It must continually provide an edge over competition and continually aid in increasing the organization's revenue.

Standardization

The Hilton Beijing Hotel is catering the demand of local and international customer. The hotel witnessed large number of foreign customers. It is obvious that the foreign customer will prefer to have standardized food because they are not familiar or used to the local food recipes and taste. Therefore, the Hilton Beijing Hotel needs to have standardized products. The Hilton Beijing Hotel has standardized its products and services. The Hilton Beijing Hotel decorated its guest rooms on international standards for attracting the foreign customer. The Hilton Beijing Hotel's products are very wide in range which enables the hotel to fulfil the need of the local and the foreign customers. The Hilton Beijing Hotel is offering same services throughout ...