Competitive strategies adopted by tribe Hotel in Nairobi, Kenya
Musembi, Celestine M
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This chapter consists of the research methodology that will be used in the study. This includes the research design, data collection methods and data analysis. The research was a case study of Tribe Hotel. The study used primary data which was collected through face to face interview with the researcher. An interview guide was used to collect data from the Tribe Hotel. Content analysis was used to analyze the data since that nature of the data was qualitative. The information was analyzed and evaluated to determine their usefulness, consistency, credibility and adequacy of the content analysis. The study further concluded that Tribe Hotel adopted a number of strategies to gain competitive ability for instance human resource practices as part of the strategy to achieve competitive advantage through workforce identification requirements in hiring qualified and experienced employees who were competent to take up the job. Tribe Hotel also adopted the use of information technology to achieve competitive advantage. This was a marketing strategy done using the internet highlighting the range of products and services through electronic commerce (ecommerce). The study recommended that Tribe hotel should focus on relationship marketing, is more personal in the sense, it not only creates and maintains guests, but also builds a strong bond or relationship with the guests for now and the future. The driving force for the development of relationship marketing over traditional marketing has come from better quality services combining potential benefits for the hotel and the guests. This strong bond is possible only when the hotel is in constant and continuous touch with the customer, with the result such constant and continuous contact results in customer value which in turn enables the hotel to find out more ways to develop and foster better values. The study further recommends that Tribe Hotel should be in constant touch with the corporate travelers, both personally and emotionally, since emotional participation satisfies the behavioral part of the guest. All accommodation providers, who want to market for this segment successfully to achieve good yield per room occupied, will have to consider these aspects carefully, and deliver the same to the utmost satisfaction of their guests.