Hilton Essay

1762 Words Sep 22nd, 2013 7 Pages
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Essay Sample
HILTON HOTELS : BRAND DIFFERENTIATION THROUGH COSTUMER RELATIONSHIP MANAGEMENT Case Summary Hilton Hotel merupakan waralaba bisnis perhotelan terbesar di dunia. Beroperasi pertama kali pada tahun 1919 di Mobley Hotel Cisco, Texas yang didirikan oleh Conrad Hilton. Dan pada tahun 1946 dikenal dengan nama Hilton Hotel Corporation. Dimana Target pasar yang dibidik oleh Conrad Hilton pada mulanya adalah para penambang batu bara dan orang-orang yang bepergian dan harus pulang pergi di

middle of document…

Behavioral occasion : Regular occasion and special occasion (business and holidays)

User Status : ex users, first time users and regular users

Usage rate : Heavy Rate

Loyalty Status : Hard-core loyals



Dilihat segmentasi pasar yang ingin dicapai hiltons dan luasnya target pasar yang ingin diraih oleh hiltons. Dimana hiltons ingin memenuhi kebutuhan target pasarnya tersebut. Maka hiltons melakukan Full Market Coverage, yakni hiltons berusaha melayani semua kelompok pasar dengan semua produk yang disediakan oleh hiltons dan yang dibutuhkan oleh segmen pasar. Untuk menciptakan kepuasan pasar, hiltons melakukan diferensiasi kategori hotel dan posisi brand hotelnya dibawah naungan Hilton Hotel Corporation berdasarkan kebutuhan dan kepentingan customer sesuai dengan target pasar yang dibidik hiltons. Juga melakukan strategi ekspansi dengan melakukan penambahan jumlah hotel dengan membagi beberapa difersifikasi kebutuhan sesuai segmen pasar.





Main Issue

Ketika segmentasi pasar hiltons sangat luas dan customer memiliki keinginan dan kebutuhan yang berbeda dan difersifikasi segmen pasar, maka hiltons harus bisa meningkatkan design hotel, harga yang masuk akal, pelayanan yang
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