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Essay Available:
Pages:
2 pages/β‰ˆ550 words
Sources:
1 Source
Style:
APA
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
Document:
MS Word
Date:
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Topic:

Target Market with SWOT Analysis for Hilton Hotles

Research Paper Instructions:

Target Market and SWOT Analysis Hilton Hotels
Target Market
Begin by discussing segmentation of the market based upon demographic, behavioral, geographic, and psychographic criteria. Apply these criteria to your company, explaining their importance to the company. This analysis will enable you to identify the target market(s) thoroughly. Within your explanation, discuss why the identification of a target market is of the utmost importance to a company.
SWOT Analysis
Perform a SWOT analysis for your company remembering that the strengths and weaknesses are internal and the opportunities and threats are external. Set this up using a table and/or bullet points with clear explanation following the chart.
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (This week consider using Target Market and SWOT Analysis).

Research Paper Sample Content Preview:

Segmentation in Hilton Hotels
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Segmentation in Hilton Hotels
Market Segmentation
Market segmentation is the procedure of breaking down a viable market into numerous niche segments and the criteria of disintegrating the market depends on certain characteristics of each niche. Therefore, the target market is achieved through utilization of four distinct market segmentation namely behavioral, demographic, psychographic and geographic. In geographic segmentation, the basic characteristics used in market targeting include the geographical location of customers at an international and national level. The Hilton Hotels market is geographically segmented into nations as it forms a global brand. Segmenting into smaller groups basing on the criteria is hard for Hilton Hotels as it is present in several nations. Therefore, geographic segmentation is regarding countries. For example, Hilton Hotels segmentation into London branch was to cater for the business individuals and the amenities and services offered are mainly for business travelers (Dudovskiy, 2013). The characteristics of achieving demographic segmentation include focusing on age, lifestyle, social class and income. Hilton does it through offering premium pricing services and products where the upper class and high-income individuals are the target populace.
On the other hand, psychographic segmentation methods utilize characteristics such as values, feelings, behaviors and thinking. Hilton Hotels uses the segmentation method through offering services and facilities to individuals who wish to stay in luxurious five-star hotels as a way of articulating their achievement and high status. Services of consistent quality at premium prices is the strategy used in the segmentation. Lastly, behavioral segmentation involves the utilization of characteristics such as client loyalty, purchase occasion, and customer status (Dudovskiy, 2013). Hilton Hotels utilize the segmentation through increasing promotion of services and products so as to augment purchase occasion. The business overall seems to focus mainly on geographic and psychographic as they are known for high priced services and products with an aim of satisfying the necessities of psychographic gatherings.
Importance of Segmentation and Market Identification
Segmentation assists ...
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