Research Article
Antoneta Njeri,Dr. Oscar Ouma
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