The Effect of Marketing Mix Strategy on Firm Performance: the case of Five star and Four star Hotels in Addis Ababa City
| dc.contributor.advisor | Tefera, Belaynesh (PhD) | |
| dc.contributor.author | Getahun, Thomas | |
| dc.date.accessioned | 2021-01-11T07:59:59Z | |
| dc.date.accessioned | 2023-11-04T14:08:53Z | |
| dc.date.available | 2021-01-11T07:59:59Z | |
| dc.date.available | 2023-11-04T14:08:53Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | In today’s world, global economic challenge with resource limitations is increasingly growing pressure on competitive advantage of firm. Organizations need to find strong ways to deal with this changing business environment. The success of business organizations depends greatly on many factors such as productivity, cost efficiency and successful strategic human resource management. With dynamic environment, stiff competition, and many new entrants marketing strategy turns to be an important tactical tool of improving performance. Therefore, this study is aimed to explain the effect of marketing mix strategies (product, price, place, promotion, people, physical evidence and process) on firm performance, by focusing on five and four star hotels in Addis Ababa. A conceptual framework was used as a guideline to test the relationships between marketing mix strategy and firm performance. A quantitative approach is selected in this study. To collect primary data, a questionnaire is designed and was given to the management teams of five and four star Hotels in Addis Ababa. The population of this study comprises all 29 the large hotels in Addis Ababa registered and licensed by the Ministry of Culture and Tourism. Out of 145 distributed only 108 returned complete questionnaires were used for analysis. The Statistical Package for Social Science (SPSS) version 20.00 for windows is used to process the data which is collected through questionnaire. Regression analysis was used to test the significance contribution of each independent variable to the dependent variable of firm performance. The findings show that product, price, place, promotion, people, and physical evidence have significant and positive effect on firm performance. However, process is positively but not significantly effect to firm performance in five and four star hotels in Addis Ababa. Therefore, hotels in Addis Ababa should keep using the highest contributors namely physical evidence, price, people, product and promotion marketing mix strategies in frontier. Managers should not miss out any of them as their contribution is higher for hotel performance. Even if process has positive but not significant effect on firm performance, the hotels should carefully consider enhancing their practices towards them. The synthesis of each elements should further be investigated, identified, and mended when found weak. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24597 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Marketing Mix Strategy | en_US |
| dc.subject | Product | en_US |
| dc.subject | Price | en_US |
| dc.title | The Effect of Marketing Mix Strategy on Firm Performance: the case of Five star and Four star Hotels in Addis Ababa City | en_US |
| dc.type | Thesis | en_US |