Himachal Pradesh National Law University
Discipline – Strategic Management
Topic -Hilton
Submitted To: - Esha
Bhagra Ma’am
Submitted By: - Yashasvi
Sharma
BBA LLB (Hons.) (Sem 3rd)
Enrollment No.: - 1120202148
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Acknowledgement
I would like to express my special thanks of gratitude to my professor Ruchi Gupta Ma’am who
gave me the golden opportunity to do this wonderful project on the topic the right of the seller to
recover the price in the light of Dunlop vs groat, which also helped me in doing a lot of Research
and I came to know about so many new things I am really thankful to them.
Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing this
project within the limited time frame.
I am over helmed in all humbleness and gratefulness to acknowledge my depth to all those who
have helped me to put these ideas, well above the level of simplicity and into something concrete.
Thanking you,
Yashasvi Sharma
Enrollment No. 1120202148
B.B.A LLB Sem III
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A Strategic Evaluation of Hilton’s Business and Strategic Planning
Abstract
Organizations around the world are placing greater emphasis on performance, particularly with
regard to the expectations of their stakeholders and customers. While promoting accountability is
an important motivation for this emphasis on performance, it is not the only driving force. Most
organizations operate as a network of various departments that are inextricably interconnected.
Decisions made in one part of the network necessarily affect the activities and outcomes in other
network areas. This drives the growing need for transparency, both within and between agencies.
In addition, a focus on performance draws attention to results. Managing an organization needs
expert and a complete program to perform management perfectly. We discuss about how
strategizing helps and contributes to become a great part of the organisation through the paper.
Keywords
Strategic management Approaches to research Evolution and trends
Research Methodology-the purpose of this study is to gain insight of how strategic management
in Hilton works and business prosper which is done by following surveys (online or physical
surveys), looked into important documents and Case studies
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Literature Review
In concert with grounded theory principles this chapter presents an integrated literature review.
This literature review is pertinent to my research as it presents the rationale for a case study and
establishes my own sensitizing concepts in alignment with constructivist practices. To illuminate
my research findings
• First Research paper reviewed is the Evolution of strategic management research:
Recent trends and current directions by Anoop Madhok and Angeles Montoro which
significantly explain how the importance and need in today’s organisation for strategic
management and explained the reasons underlying firms’ competitive advantage and
success.
• Second Research paper reviewed is Strategic Management Contribution in
Organisations by Sreeramana Aithal and he explained that Strategic management was
added to business management area with an intention of supporting top level management
of business organizations to suggest a method to fulfil the goals, purpose, and initiatives of
the organization. This also includes the formulation and implementation of the objectives
of the organization by means of optimum utilization of various resources and by analysing
internal and external environment of the organization including its competitors. Number
of strategic management models and frameworks are developed by many researchers and
practitioners during last 50 years to which supports organizations to identify and face the
challenges both internally and externally to the organizations by means of effective
utilization of all possible resources in a systematic and smart manner to ensure winning in
any situations. Various generic strategies at operational level, business level, and corporate
level are identified/ developed by many researchers and their effectiveness are tested by
means of model development, empirical studies, and also through case analysis. Many
institutions of business management are started strategic management division in their
faculties and focussed on strategic management research. This paper focuses on the present
status of strategic management research in some of top management research institutions
in India including many Indian Institute of Managements. The contributions of research &
publications of the strategic management divisions of these top business schools for the
last 5 years are identified and analysed.
• Third research paper I reviewed was on Strategic Management of Business Performance
Based on Innovations and Information Support in Specific Conditions of Slovakia
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Rajnoha Rastislav, Silvia and concluded that that enterprises apply the selected methods
and models of strategic business performance management in different industries by
applying the selected strategic methods and models such as strategic planning and
controlling, innovations and others, a higher performance of companies can be achieved.
Strategic Management
Strategic management is the ongoing planning, monitoring, analysis and assessment of all
necessities an organization needs to meet its goals and objectives. Changes in business
environments will require organizations to constantly assess their strategies for success. The
strategic management process helps organizations take stock of their present situation, chalk out
strategies, deploy them and analyse the effectiveness of the implemented management strategies.
Strategic management strategies consist of five basic strategies and can differ in implementation
depending on the surrounding environment. Strategic management applies both to on-premise and
mobile platforms.
all about identification and description of the strategies that managers can carry so as to achieve
better performance and a competitive advantage for their organization. An organization is said to
have competitive advantage if its profitability is higher than the average profitability for all
companies in its industry. Strategic management can also be defined as a bundle of decisions and
acts which a manager undertakes and which decides the result of the firm’s performance. The
manager must have a thorough knowledge and analysis of the general and competitive
organizational environment so as to take right decisions. They should conduct a SWOT Analysis
(Strengths, Weaknesses, Opportunities, and Threats), i.e., they should make best possible
utilization of strengths, minimize the organizational weaknesses, make use of arising
opportunities from the business environment and shouldn’t ignore the threats.
Strategic management is nothing but planning for both predictable as well as unfeasible
contingencies. It is applicable to both small as well as large organizations as even the smallest
organization face competition and, by formulating and implementing appropriate strategies, they
can attain sustainable competitive advantage. It is a way in which strategists set the objectives and
proceed about attaining them. It deals with making and implementing decisions about future
direction of an organization. It helps us to identify the direction in which an organization is
moving.
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Strategic management is a continuous process that evaluates and controls the business and the
industries in which an organization is involved; evaluates its competitors and sets goals and
strategies to meet all existing and potential competitors; and then revaluates strategies on a regular
basis to determine how it has been implemented and whether it was successful or does it need
replacement.
Strategic Management gives a broader perspective to the employees of an organization and they
can better understand how their job fits into the entire organizational plan and how it is co-related
to other organizational members. It is nothing but the art of managing employees in a manner
which maximizes the ability of achieving business objectives. The employees become more
trustworthy, more committed and more satisfied as they can co-relate themselves very well with
each organizational task. They can understand the reaction of environmental changes on the
organization and the probable response of the organization with the help of strategic management.
Thus, the employees can judge the impact of such changes on their own job and can effectively
face the changes. The managers and employees must do appropriate things in appropriate manner.
They need to be both effective as well as efficient. One of the major roles of strategic management
is to incorporate various functional areas of the organization completely, as well as, to ensure
these functional areas harmonize and get together well. Another role of strategic management is
to keep a continuous eye on the goals and objectives of the organization.
HILTON
The Hilton Hotel & Resorts:
The Hilton Hotel is an organisation within the private sector and is a public limited company
which means you can buy shares. The main aims of The Hilton Hotel are to make a profit by
selling different things such as room service, meals or even expanding the business to potentially
maximize the sales and customers. They also wish to grow the business and to be successful.
Hilton Hotels & Resorts are located worldwide in more than 80 countries. The locations are
chosen based on the type of resort and the specific location. Even though Hilton Hotels and
Resorts is a global company operating its hotels worldwide, the concept of marketing mix
implementation may vary and is subject to the variety of external factors such as competition,
cultural and social factors, etc. Thus, locations in India, the USA, the UAE, and Singapore may
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target the same audience but the ways of attracting and communicating with the target audience
may vary slightly.
Products and services:
The Hilton Hotel provide different products and services and high-end luxury hotel chains with
lots of different brands. Hilton Hotel offers a range of food and drink that is an important part of
any stay. Customers can relax and have dinner in one of the Hilton Hotel restaurants and also have
different options of breakfast to satisfy them. The hotel provides a serviced accommodation and
they accommodate for all different types of people. They offer a range of services to meet
customers’ needs such as the gym and relaxing spas.
Regulations:
The Hilton Hotel complies with HASWA regulations, which is health and safety within the
workplace and applies to everyone to ensure everyone is safe. Also, another act that Hilton Hotel
comply with is the Discrimination Disability Act by having different rooms, lifts and toilets which
disabled people can get to easily. Some of the rooms in the Hilton Hotel are specialized for
disabled people as they provide easy access for them.
What does the organisation provide products and services for?
The Hilton Hotel provide products and services for leisure travellers and business travellers. They
maximize sales by offering extra services such as bed & breakfast, family fun packages and
conference facilities. The Hilton also provides a Guest Loyalty Program in which frequent
customers can accumulate airline miles and points by staying with various Hilton Hotel brands.
The Hilton Hotel also have loyalty skills, which means that if customers stay there for a long
period of time, they can get one night free of charge.
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Who is the organisation responsible to?
The Hilton Hotel are responsible to stakeholders, shareholders and also to their employees.
Stakeholders are expected to have a growth in the business, to make a profit and to be successful.
However, Employees are expected to be paid with a well secured job and to work in a good
working environment. The organisation is responsible to its customers as it has to provide an
exceptional service to make them want to come back to the hotel again. They would also expect
a good quality of products and their needs to be met. Hilton Hotel is horizontally integrated as
they own other hotels at the same level as them on the chain of distribution. Some examples of
these hotels are Double tree by Hilton Hotel, Conrad Hotel & resorts, Hilton Garden inn, Hilton
grand vacations and Hampton Hotel.
STRATEGIC INTENT
MISSION STATEMENT
Hilton’s mission statement is “to be the most hospitable company in the world – by creating
heartfelt experiences for Guests, meaningful opportunities for Team Members, high value for
Owners and a positive impact in our communities.” Based on this statement, the manner in which
the company relates to its customers and other stakeholders is the most important aspect for Hilton.
The statement has these three elements: Hilton hotel has a mission that narrows down everything
it does to one concept – hospitality. Together with the core values, this organization recognizes
the difference that being cordial and in a professional way can have in the entire society and its
brand as well.
VISION
The vision statements by Hilton hotels and Resort are a reflection of a company that has learned
to perfect the art of hospitality and related services. With these two corporate statements, anyone
can get a feel of how special it is to spend time or invest with Hilton hotels as a brand.
A corporate vision statement is a future roadmap indicating the growth path of a company. For
Hilton Hotels, the primary goal is to create memorable experiences for everyone it comes in
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contact especially through its distinguished services. On the other hand, a corporate mission
statement outlines the strategic tactics that would translate the vision of a company into a reality.
Hilton’s Vision Statement Analysis
Hilton’s vision statement is “to fill the earth with the light and warmth of hospitality.” The vision
statement of Hilton is concise but remarks the strive of the company to continue innovating in the
hospitality industry. That’s why the company kept keeping up and coming up with new trends,
like the new line of hotels and rooms True by Hilton for an experience more authentic and with a
sense of community.
CORE VALUES
Hilton’s core values comprise “integrity, teamwork, leadership and ownership.” Maintaining
consistency for close to a decade requires passion and a dedicated culture to keep everyone focused
on the mission and vision. Hilton has managed to achieve this through its leadership and seamless
corporation amongst all its stakeholders.
The founder of the hotel company was well-known for his strive for integrity, keeping up with his
debt also during hard times. The values that the company keeps high serve as a compass for such
a big corporation to remain solidly based on creating value for all stakeholders, from guests to
other employees.
GOALS
We have committed to double our investment in social impact and cut our environmental impact
in half by 2030. Our overarching Travel with Purpose 2030 Goals are underpinned by targets
which closely align with the global Sustainable Development Goals (“SDGs”) adopted by the
United Nations in 2015.
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Strategy for Goals
Travel with Purpose is Hilton’s strategy to redefine and advance sustainable travel globally. We
have committed to double our investment in social impact and cut our environmental impact in
half by 2030. We track, analyse and report our environmental and social impact at each of Hilton’s
6,400+ hotels through Light Stay, our award-winning ESG management system.
Travel with Purpose unites our organization around a set of global issues that connect our business
to society, concentrating our efforts where we can have the highest social and environmental
impact. It also allows us to contribute in a meaningful way to help the international community
reach the UN Sustainable Development Goals (SDGs).
STRATEGIES
PRICING STRATEGY
• Guaranteed Lowest Price
• Why Book Directly with Hilton
• Always Find the Lowest Price on Our Websites or We Will Give You $50
• Booking Is Quick and Easy on Our Sites, We Are Just One Call Away
• No Hidden Fees or Snarky Booking Fee Added at The Last Minute
STRATEGY EVALUATION
We periodically assess our material issues to ensure we are aligning our programs with the
issues that matter most to our business and our stakeholders
We regularly meet with our investors to discuss our programs and progress towards our 2030
Goals, and we provide material, decision-useful information Statement, Annual Report, and in
questionnaires and ratings indices. we collaborate closely with our owners and developers to pilot
new sustainability initiatives and achieve our mutual sustainability goals.
We monitor and address guest feedback and questions related to our Corporate Responsibility
programs, and we take guest expectations into account as we refine our efforts. We engage with
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our corporate clients to solicit their feedback on our programs and services and do our best to align
our efforts with their own sustainability objectives, such as reducing the environmental footprint
of business travel.
We work with our suppliers to help us achieve success in our strategies and programs, including
identifying innovative solutions through our strategic sourcing initiatives, fostering a diverse
supply chain, and implementing human rights audits and assessments. We engage with our
communities to understand the issues that are of biggest importance to them, and to ensure our
programs are addressing their needs. We collaborate with our peers in the travel and tourism
industry to advance collective action on environmental and social issues, including driving policy
agendas that contribute to systems change. Our Government Affairs team engages with
policymakers on key related issues.
Recommendations:
First of all, it is needed to change the pricing strategy of the company, as the company has the
same amount of pricing strategy for each of their consumers which is not right, in this way the
company has to change their pricing as per the affordability of the consumer.
Secondly, there is a need to enhance the level of motivation among the employees of the company
through setting Objectives which are both agreed by management and employees in which
employees should become a regular part of the decision making of the company.
Thirdly, the company has to make new strategies and policies to compete with other organizations
operating in the same line of business to prevent any sort of external assault and to have high
market share. References:
CONCLUSION
This paper suggests that in today’s society, The concept of strategic management is extremely
broad and there are numerous concepts that specifically stride under this particular aspect. The
effectiveness of this particular field lies with the concept that how effectively it is utilized and
implements the methods and models of strategic management; therefore, organizations should be
ready to confirm their growth and compete with other organizations operating in the same line of
business. Hilton Worldwide is the company which has been selected for this analysis. Different
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strategic management methods or tools like SWOT analysis, used here to analyse the level of
competition of the chosen company
QUESTIONNAIRE
1. Has your association formed a vision and if yes, is it easily comprehended by everyone?
2. Has your association developed a mission statement? Do you feel that your current mission
statement is compatible with the activities being carried on by the association?
3. How would you rate the understanding of the association’s value statements (or values if
formal statements have not been developed) by the?
4. Has your association conducted a SWOT analysis? How would you rate the importance of the
SWOT analysis process to the effective operation of your association?
5. Has your department completed a strategic planning process in the past five years? If yes, what
year was your most recent strategic plan completed?
6. Does your department assign responsibility to specific individuals or organizational units to
take the lead in implementing particular strategic initiatives or achieving specific strategic
goals and objectives?
7. Do you have any particular comments regarding the effectiveness of assigning responsibility
to specific individuals or organizational units for implementing particular strategic initiatives
or achieving strategic goals and objectives?
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8. Have you encountered any other particular problems in trying to develop an appropriate
strategic plan and implement it effectively? Yes No If Yes, what kind of problems were they,
and how have you tried to overcome them?
9. If there are inconsistencies between the strategic plan and the transportation systems plan,
please describe: Has these created difficulties regarding implementation of your strategic plan?
Yes No If Yes, please describe these difficulties, and how you have tried to overcome them.
10. Do you have any additional comments or observations regarding your strategic planning and
management process that might be helpful for this research?
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BIBLIOGRAPHY
• Sadler, P. (2003). Strategic management. 1st ed. Sterling, VA: Kogan Page.
• Sekhar, G. (2007). Management information systems. 1st ed. New Delhi
• Evolution of strategic management research: Recent trends and current directions by
Anoop Madhok and Angeles Montoro Google Scholar
• Strategic Management Contribution in Organisations by Sreeramana Aithal
• www.hilton.com
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