Marketing Mix Strategy and Business Growth In 5 Star Hotels in Nairobi City County, Kenya: A Case of Hilton Hotel

Abstract

Marketing strategy is the fundamental undertaking in a company, be it a small business or a well-known multinational corporation. The organization key task is to formulate, establish and implement a coherent and well-designed marketing strategy to promote its business development to attract the right types of customers and allocate resources for business growth. It does this by using profitability as a measure of business growth. Largely assessed financial efficiency. Competition in the Kenyan hotel industry has been on the rise. This has resulted in hotels developing lean marketing strategies to maintain their relevance in the extremely aggressive Kenyan hotel market. The main objective was to establish the influence of marketing mix on business growth in 51star hotels in Nairobi City County Kenya using a case of Hilton hotel. The study relied on the Promotion Mix Theory, Marketing Mix Model, and Marketing Impact and Continuity Model in order to provide the underlying relationship between marketing mix and business growth. The target group was 84 employees based at Hilton hotel headquarters in Nairobi. A stratified random sample is utilized to sample 42 employees at the headquarters, who made up 50% of the total population were studied. The questionnaire was used as a data collection tool. The quantitative data analysis was done using SPSS Version 21. The study found that marketing mix strategy positively and significantly influenced business growth. The study concluded that adoption of product differentiation strategy, price strategy, place strategy and promotion strategy improve the business growth in five-star hotel a case of Hilton hotel. The study also concluded that most adopted price strategy, where market orientation of a product was critical for product pricing, followed by product differentiation strategy where the differentiation strategy helps in conveying products’ unique value. Promotion strategy followed where, the most adopted the promotion strategy that has improved public relation of the hotel. The study recommended that during the strategy formulation process, top priority should be given to the implementation of the marketing mix strategies., adequate time and resources should be allocated in ensuring that the strategies are implemented successfully.