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

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 bawareness, sales volumes, market penetration, market shares, competitive positions, competitive advantages, cash inflows, profits, return on investment, share prices and earnings per share