Acknowledgement 2
Executive Summary 3
Introduction and Aim 4
Literature Review 4
About Hilton 4
Strategy Formulation: Ten Schools of thought by Mintzberg 6
Consumer Demand 10
Competitive background 10
HILTON’S CORPORATE GLOBAL STRATEGY 11
Igor Ansoff’s Matrix 11
Group’s insight assisted in Change 13
The Brand Transformation Plan 14
Conclusion 16
Reference List 16
Appendix I 19
