Culture, demographics, values and overall needs of satisfaction will be important for their continued presence throughout the world. The challenge Hilton faces is delivering a satisfying experience for both domestic and international customers. They need to consider their market and react to feedback from their local managers/ employees. Their strengths and weaknesses will be under constant evaluation. As they continue to increase their knowledge, capability and over all worldwide presence, the company will keep a strong hold on their global competitive advantage. Hiton is a long-term brand name that encompasses a variety of products. Through product differentiation, market presence and their “global hand local touch” strategy, Hilton’s organizational structure will reflect a market as diverse as the world we live in.