The Impacts of Marketing Mix Strategy on the Performance of Five-Star Hotels:
| dc.contributor.advisor | Tewodrose Wuhib (Ass. Pro.) | |
| dc.contributor.author | Elizabeth Workneh | |
| dc.date.accessioned | 2025-04-08T07:40:16Z | |
| dc.date.available | 2025-04-08T07:40:16Z | |
| dc.date.issued | 2025-01-20 | |
| dc.description.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. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5298 | |
| dc.language.iso | en | |
| dc.publisher | A.A.U | |
| dc.title | The Impacts of Marketing Mix Strategy on the Performance of Five-Star Hotels: | |
| dc.type | Thesis |