ASSESSMENT OF MARKETING STRATEGY PRACTICE: THE CASE OF DAISY THREE STAR HOTEL IN ADDIS ABABA

Abstract

This study is to assess the marketing strategies of the Daisy hotel owned by Weyeg general trading plc; the product, price, promotion and distribution strategies that is best for the consumers of the company. Makes marketing easy to handle and allow the separation of marketing activities from other activities of the firm and the delegation of marketing tasks to specialists. So as to achieve the stated objectives of the study has used mixed research approach. Quantitative data were gained from customers of the company. Besides, interviews were conducted with marketing managers of the company in order to substantiate the data gained through survey questioners. According to the result of the study, out of the total respondents, 123 (77.55%) of them are male customers whereas the rest 36 (22.45%) are female customers. This shows that majority of Daisy hotel customers are males' part of the population. Majority of the respondents are young who are expected to be on the productive age. The response from the customers shows that the company provides quality services. The company delivers food, bar and room services. From the total services delivered by the company, the majority of customers of the company like room service. The quality of the service is the main reason for the customers to prefer the company. The price of the company is affordable for most of the consumers; as a result most individual customers can handle this price. Using social media platform and watching TV are most available and comfortable for majority customers to known about the services of the company. It is highly recommended that to make promotion even if there is no problem in demand, not to change the price significantly, rather to make it gradually and keep the product/service as good as possible because/ service quality is one the customer preference.