The intangibility of services makes it a challenge to effectively market the service. Challenges such as new entrants in the industry increased the level of competitiveness in the industry. The study showed that there are challenges against global marketing that require mitigation in order to successfully market globally. Buyer preferences and needs had an impact on the way the organization did business and competition in the industry increased as the number of new entrants increased.
The more suppliers there were in the market the weaker the buyer’s position became in terms of negotiating. The threat of new entrants into the industry posed a significant threat to the level of profitability in the industry. The study further showed that Porter’s economic forces can effectively be used to determine the level of competitiveness within the hospitality industry. Global positioning, global branding and global advertising were all effective marketing strategies, which indicated that they had a significant influence on competitiveness of the industry.
This indicated that implementation of global marketing strategies have increased competitiveness. The correlation results between competitive advantage and the independent variables show that competitive advantage is positively correlated with global marketing strategies. Correlation analysis was used to determine the extent of the relationship between competitiveness and global marketing strategies. The data was analyzed using SPSS and presented in pie charts, graphs and tables. This study used a stratified random sampling technique. The data collection method that was used in this study was a questionnaire. The sample size that was used was 102 employees. The target population included 300 employees from Sarova Hotels. The research used a descriptive research design. The last objective of the research was to examine the challenges against implementing global marketing strategy in the hospitality industry. The second objective of the research was to analyze the effect of economic forces based on Porters’ model on the competitiveness of the industry. One of the objectives of the research was to assess how global marketing strategies had influenced the competitiveness of the hospitality industry in Kenya. This research report sought to assess the influence of global marketing strategies on the competitiveness of the hospitality industry in Kenya.
0 kommentar(er)
