▪ Critically analyse appropriate market researc

▪ Critically analyse appropriate market research techniques for gaining feedback from customers to understand the value of the services and products offered by Hilton Hotels.

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Assignment Task Scenario (3000 words)

 Hilton Hotels Corporate Reports Inc. 2015. Hilton Worldwide Focused: 2015 Annual Report. [Online]. Atlanta.  In a report format, you are to devise a marketing intelligence report for your manager based on the following: ➢ Produce an executive summary– Give a summary of the purpose of marketing intelligence within the organisation. Include the main findings and recommendations for Hilton Hotels. (5%) 

➢ Write an introduction – Based on the Hilton Annual Report provide an overview of the hotel group and how it is performing to date. Include details on the group’s core competencies and capabilities. Relate concepts of buyer behaviour (consumer and B2B) to the purchase decision-making process and the importance of reliable market intelligence to support decision-making. (15%) ➢ The main report will comprise of the following: (55%) 

▪ Critically analyse appropriate market research techniques for gaining feedback from customers to understand the value of the services and products offered by Hilton Hotels. 

▪ Research key elements/trends and market size to predict future demand linking these to potential target markets for Hilton Hotels. Use appropriate analysis techniques from unit 3 of the learning materials to complete the appraisal of the market. From the results decide on the most appropriate segmentation strategy to focus on. 

▪ Devise a plan to show how to keep customers satisfied and how to deal with difficult customers who complain. Explain how to implement an appropriate CRM strategy within Hilton Hotels. 

➢ Conclusion – summarise the above report and include recommendations for Hilton Hotels to develop its marketing strategies. (5%) ➢ References – present to AU Harvard Standards. (5%) 

➢ Appendix – includes a PowerPoint presentation of no more than ten slides supporting the research and findings on Hilton Hotels. (15%) Please let me know if you need any further information.

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