The Impacts of Marketing Mix Strategy on the Performance of Five-Star Hotels:
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Date
2025-01-20
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A.A.U
Abstract
This study investigates the impact of marketing mix strategies on the organizational performance
of luxury hotels in Adds Ababa, with a focus on Elilly and Capital Hotels. In today’s highly
competitive and ever-evolving hospitality industry, understanding the relationship between
marketing strategies and organizational success is critical. The research aims to explore how
key elements of the marketing mix product/service offerings, pricing strategies, promotional
activities, and distribution channels contribute to the revenue growth, customer retention, and
overall market performance of Elilly and Capital Hotel. The study employs a mixed-method
approach, combining both qualitative and quantitative research methods. Data was collected
through surveys and interviews with hotel managers and marketing staff, along with secondary
data from hotel reports and industry publications. The findings reveal that the marketing mix
strategies significantly influence the operational success of luxury hotels, with particular
emphasis on pricing and promotional strategies. Hotels that strategically align their product
offerings and pricing structures with customer expectations and market demands achieve better
customer satisfaction and increased profitability. Furthermore, the research identifies key
challenges faced by luxury hotels, such as fluctuating customer preferences, market saturation,
and the evolving competitive landscape. It also highlights the importance of adapting marketing
strategies to the dynamic nature of the hospitality industry. Despite these challenges, the study
concludes that a well-implemented and customer-centric marketing mix can provide acompetitive edge, fostering long-term sustainability in the market. The research contributes to
the existing body of knowledge on marketing strategies in the hospitality sector, offering insights
that can guide hotel managers and marketing professionals in optimizing their strategies to
enhance organizational performance. However, the study is limited to two hotels in Addis Ababa,
and further research is recommended to explore a broader sample of hotels across different
regions and market segments.