Marketing Mix Strategy and Business Growth In 5 Star Hotels in Nairobi City County, Kenya: A Case of Hilton Hotel

Abstract

Marketing strategy is the fundamental theme of the entire company, be it a small business or a well-known multinational corporation. The task and task of the organization is to formulate, establish and implement a coherent and elegant marketing strategy to promote its business development to attract the right types of customers and allocate resources for business growth. It does this by using profitability as a measure of business growth. Largely assessed financial efficiency. This search has led to increased competition in the Kenyan hotel industry. This has resulted in hotels developing lean marketing strategies to maintain their relevance in the extremely aggressive Kenyan hotel market. The1main1goals1for1this1findings1is1to1find1out the impacts of marketing mix on business growth in 51star1hotels1in1Nairobi1City1County1Kenya.1A1case1of1Hilton hotel. This study aims to test the degree of product differentiation in marketing strategy: the impact of price marketing strategy, niche marketing strategy, and advertising marketing strategy on profitability, market share, Hilton Kenya consumer service and sales quantity, effects of product differentiation strategy, pricing strategy, placement strategy and advertising strategy on the earnings, market values, number of customers, customer service and volume. Nairobi sales department. Research will rely on the Promotion Mix Theory, Marketing Mix Model, and Marketing Impact and Continuity Model in order to provide a more proper knowledge of the marketing mix and business growth. The study population includes 5-star hotels in Nairobi City County, Kenya, including Sankara Nairobi, Dusit D2 Nairobi, Villa Rosa Kempinski, Sarova Stanley, and Hilton Nairobi. 5 Star Hotels in Nairobi, Kenya The target group will be 84 employees outside of the Hilton hotel headquarters in Nairobi. A stratified random sample is utilized to sample 42 employees at the headquarters, who make up 50% of the total population be to choose a delegate and unbiased sample in order to improve the reliability and validity of the survey results. The questionnaire is used as a data collection tool. A questionnaire will be sent to the research director to check its effectiveness and a pilot study will be undertaken to improve the reliability of the instrument. The quantitative evaluation of the data is carried out with the software SPSS Version 21 and is represented by applying tables of statistical distribution, charts, and pie charts for easy comprehensive. On the other hand, analyzing the qualitative data through content analysis, the research will help various stakeholders of the Hilton hotels understand the importance of the marketing mix and its impact on the business growth of the organization and provide references for forthcoming researchers and academics.