Educational Research

Educational Research (ISSN: 2141-5161) Vol. 6(6), pp. 118 -131, December 2015. DOI: http:/dx.doi.org/10.14303/er.2015.050. Copyright © 2015 International Research Journals

 

Full Length Research Paper

The relationship between the marketing strategies and competitiveness of four and five star hotels

1 Antoneta Njeri* 2Dr. Oscar Ouma Kambona 3 Prof. Edwin Odhuno

1/2 Department of Eco-Tourism, Hotel and Institution Management, Maseno University, P.O. Box 333–40105, Maseno Kenya 

3 School of Business and Economics, Mount Kenya University, P.O Box 342-01000, Thika KENYA

*Corresponding author’s E-mail: antonettanjeri@gmail.com/antonettanjeri@yahoo.com

Received July 20, 2015;  Accepted August 22, 2015

Abstract

 

The objective of this study was to establish the relationship between the marketing strategies and competitiveness of four and five star hotels in Kenya. The results showed that the hotels adopted the 5 P’s marketing concept which addressed the product, people, place, pricing and promotion strategies. These strategies also directly and indirectly affected customer satisfaction, market image and awareness, sales volumes, market penetration, market shares, competitive positions, competitive advantages, cash inflows, profits, return on investment, share prices and earnings per share

 

Key words: Marketing strategies, Competitiveness, Hotels 

 

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