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Business Management Essay

4734 words - 19 pages

Hilton Group Presentation
Module: Strategic Management (MGT3170)
Tutor: Stephane Bignoux
Seminar: Thursday, 9am

Group members

Student Number

Syarifah Nadzlira Myra Syed Abdul Rahman

M00470174

Syed Nadim Armani Syed Abdul Rahman

M00470173

Adefolaju Adeosun

M00295266

Suna Balman

M00242429

Company  Background
• 
• 
• 
• 
• 
• 
• 

Founded in 1946 by Conrad Hilton and based in McLean, VA
It is a leading global hospitality company
Owns, manages and develops hotels, resorts and timeshare
properties, and lodging properties
Acquired by The Blackstone Group on 24th October 2007
It is now the subsidiary of The Blackstone Group, an American
private ...view middle of the document...

•  The hotel will upgrade the service
which will allow customers to use
their smartphones to unlock the
doors in their rooms (Karmin, 2014).

ECONOMICAL
•  Rise

of 20% in Value Added Tax (VAT)
in the UK led to protests from
hospitality industry to cut the rate in
order to generate an extra of £4
billion for the economy (WBEsme,
2015)
•  Euro hit lows of 0.74 against pound
(Investing.com, 2015) and this
reduces the number of tourists
traveling to the UK by 19%
(VisitEngland, 2015) .
•  Recession has affected the hotel
industry as hoteliers may have to
reduce the number of employees they
have. For example, Hilton Hotel
Corporations planned to reduce more
than 1000 job from its hotels (Sharkey
and Thomas, 2009).

SOCIOCULTURAL
•  London

2012 Olympics resulted in
62.7% rise in revenue to hoteliers in
the UK (Gildart, 2012).
•  The NATO summit in Wales led to
9.9% increase in hotel occupancy
(Davis, 2014)
•  Employment rate in the UK has
improved which has led to a rise of
18% in the latest Hospitality
Employment Index report (Davis,
2014).

Industry  Environment  (Hotel  Industry)
Degree of rivalry

Threat of New
Entrants

Power of
Suppliers

Degree
of
rivalry

Power of
Buyers

Threat of
Substitutes
Threats of new entrants
§  Being in an oligopolistic industry contributes to
the fact that there is high entry barriers for
new firms
§  Deciding to enter the market tend to involve
high costs for new entrants, as they have to
hire specialists to manage the legal and
financial issues in order to have their own hotel
in the country
§  The three main factors; high degree of rivalry,
medium power of suppliers and low power of
buyers increases the entry barriers for new
competitors, which makes Hilton to be more
attractive within the industry
§  Based on the hotel industry analysis, the most
relevant forces for Hilton, are degree of
rivalry, power of suppliers and power of
buyers. This is because these factors are the
ones which are more likely to impact Hilton’s
growth potential. The factor which has the
least impact towards Hilton is threat of new
entrants due to its established brand name

§  Hotel industry has high degree of rivalry due to the large number of competitors
using similar strategies. Hilton has a large number of competitors such as Marriott,
Wyndham Worldwide and Intercontinental
§  Diversification: Hotels increase their diversification to differentiate themselves
from other players. Recently Hilton diversified their operations into a lifestyle
brand to attract active travellers who has high interest in gaining experience while
staying healthy and productive (Euromonitor, 2014)
§  Exit barriers: Hotel’s assets tend to be very specific to the industry which makes it
harder and costly to divest. Therefore hotel owners sometimes find ways to find
effective ways to manage their assets, such as through franchising and
acquisitions. This makes...

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