Strategies adopted by Fairmont Hotels and Resorts to gain competitive advantage in Kenya
Abstract
Competitive strategies enable an organization to have an advantage over its competitors. Each
organization employs different strategies to gain competitive advantage in the various
industries.This research study had one key objective, to establish the competitive strategies that
are being used by Fairmont hotels and Resorts to gain competitive advantage in Kenya. There
were three key respondents who are directors at Fairmont hotels and Resorts Kenya. Primary
data was collected from three respondents using an interview guide. The finding showed that
Fairmont uses various strategies interchangeably. Some of the key strategies that have been
adopted by FHR in order to win and maintain business are market penetration, differentiation
strategy, focus and integrated differentiation and cost focus. FHR has also gained huge
competitive advantage from the way it maintains its value chain. The value chain is maintained
by adoption of various ERP software able to ensure that the different components of the value
chain contribute to the final profit margin. FHR is in the service industry and constantly take the
staff back to school for refresher courses especially the service intensive departments like food
service, front office and food production department. Communication with stakeholders has been
another key way in which FHR has been able to gain competitive advantage. From this study it is
recommended that the management of FHR needs to be more proactive in its response strategies
instead of using reactive strategies. FHR should actively market its products to reach its target
market. FHR should involve all the employees within the organization in the planning stages to
create a feeling of ownership by the staff.
Citation
MBA Thesis 2012Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Description
Master Thesis