| dc.description.abstract | The study investigates the application/use of porter's generic strategies in
hospitality establishment in Kenya with the concentration on Nairobi.
The research considered 80 hospitality establishments in Nairobi as the
population. A sample of 35 establishments was randomly selected within the
three strata. Out of the 35 establishments selected, 12 establishments
responded reflecting a response rate of 34.28%.
The data was collected using a questionnaire where the method of "drop and
pick later" was adopted. Data analysis was done by use of frequency tables
and relative percentages especially on the bio data and content use of mean
scores and content analysis in the area of application of the model. Content
analysis was emphasized because open ended kind of questions adopted
throughout the questionnaire.
The study concludes that there is general application of the generic strategies
as propounded by porter. Of the establishments studied, 70% use cost
leadership, 91.6%)use differentiation, 75% use focus, while there is evidence
that approximately 60% of the respondents use all the three generic
strategies or a combination of the strategies.
It is also evident that 100 % of the respondents gather external information
from about competitors on a regular basis and continuously review their
strategies in order to create competitive advantage.
This trend is more pronounced especially now when the industry has been
going through some downturn. Differentiation seems to be a major strategy,
especially in order to counter the enormous competition and the very
unpredictable external environment the industry deals with especially the
customer with the ever-changing tastes and preferences. | en |
