Appraisal of Advertising Strategies Adopted by Hotels in Port Harcourt Metropolis
PURPOSE OF STUDY
Regards to the problem or point enumerated above in the statement of the problem of the project will be follows.
- To assess the current advertising strategies employed by hotels in Port Harcourt Metropolis
- To evaluate the effectiveness of advertising strategies in generating customer awareness
- To analyze the target audience perception of hotel advertisements
REVIEWED OF RELATED LITERATURE
This chapter represents types of discussion/researches that have been done by researchers in the past on marketing strategies. The concept of marketing strategy will be discussed first. Different approaches of developing marketing strategies such as customer service marketing, product marketing, safety and security marketing, information technology marketing and price marketing on which researchers did their research will be discussed in the chapter.
The Concept of Marketing Strategy
Companies operating in the competitive market environment can compete by formulation and adoption of competitive strategies, which enables them to get competitive advantages .One of the strategies that companies can formulate and adopt, is marketing strategy. Different researches have defined the concept of Marketing Strategy in different times from different perspectives. According to Kalafatis et al. (2000), Marketing Strategy is defined, as two stage activities. The first stage is pre-exchange activities such as presence and distinct identity. The second stage is defined as post-exchange activities such as price, product performance and easy to do business. The authors underline three important factors for marketing strategies to dominate the market .These factors include market marketing (geographical coverage), distribution chain and length of market presence. They also gave emphasis that marketing strategy is the system of modifying the firms operating activities on the intangible and tangible perception of marketable offering in relation to competition in the market. This definition signifies that marketing strategy is the concept in which companies can position their offerings in the perception of consumers’ mind.
The authors argued that Marketing Strategy is deliberate, proactive process of defining, modifying and monitoring consumer perception of marketable offerings. Fuchs and Diamantopoulos (2010) argued that marketing strategies can be direct benefit marketing and indirect benefit marketing. In the definition given by the scholars marketing is a deliberate, intentional action that managers in the service giving companies like Hotels can do. Managers do marketing strategy on the purpose of getting competitive advantage in the market. It is also an action that managers should take before competitors do and should be able to revise the decision they take. In the definition of marketing, the important point that has been pointed out is, monitoring consumer perception for marketable offerings. The authors concluded that unless strategic considerations are reconciled with operational activities, efforts to develop and implement marketing strategies will fail. Hotels continually seek new ways of doing business to retain their customers and try to attract new ones. Through developing new strategies and revising the existing ones, companies can increase market share and profitability. Managers who are aware of the high cost of losing customers take such decisions. Quality service is one of the important factors to retain existing customers and attract new ones. The importance of customer service is increasing from time to time .Hotels that can give quality service for their customers can retain their customers and able to attract new ones by the adoption of positing strategies based on different points. Once a company identifies its target market, the next step is to position its service offering.
Developing Marketing Strategy
Companies operating in a competitive environment can use different approaches or bases to formulate and adopt marketing strategy. According to Bhasin (2010), companies can take product characteristics of consumer benefits, pricing, production process, product class, cultural symbols and competitors. Bhasin argued that firms operating in a competitive market can consider these characteristics selectively based on the environmental factors. The author suggested that a firm might not be able to formulate marketing strategies using different marketing basis. Companies can choose bases of marketing strategy based on their capacity and the interest of their customers. The bases of marketing strategy can vary from company to company or from industry to industry. One base of marketing strategy in one industry may not be help full in another industry. Chacko (2011) argued that marketing strategy can also be done on the bases of price marketing, marketing by use (attributes), marketing by customers (users) .It is also possible to develop marketing based on product and marketing based on customers. (http://www.hotelOnline.com/trends/Asiapasificjournal/positionDestination
Devlin, Birtwistle, and Macedo (2003), argued that marketing strategy should be focused on emphasizing the offer that can act as a vehicle for the attainment of personal relevant end states of existence for customer. They explained that marketing strategy can be effective by, not only presenting the offer but also by showing consumers how the offerings have consequences and in turn, the overall benefit the consumer will gain. According to the authors, retailers who formulate and implement their marketing strategies by offering products or services as per the customers’ needs and showing customers the benefit and over all advantages of the offering, the marketing strategy will undoubtedly be more competitive in the market. Based on their study, the important bases for formulation of marketing strategy are image of the company. The image of the company includes physical of the company, additional services by the company, familiar lay out, value for money, quality products or services, good reputation. The researchers concluded that among the above factors of image of the company, value for money is the single most important attribute one. The researchers again argued the consequences for customers by selecting and buying in such company includes: saving time, more free time, do not waste money, feel good, get bargain, do not get bored, can afford to live, good health, durability, and pay affair price. Out of these benefits, which the consumers get, the most dominant consequences are saving time, feeling good. The result that customers can have by selecting such good company includes financial security, happiness, quality of life and high self-esteem with happiness and quality of life being the most important. According to different studies, companies operating in the service industry can formulate marketing strategy by engaging product decision, company environment decisions (safety and security), and customer service, price and customer communication decision (information technology). These are reviewed below.
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine apraisal of Advertising strategies adopted by Hotels in Port Harcourt Metropolis. Selected five-star hotel form the population of the study.
DATA PRESENTATION AND ANALYSIS
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
SUMMARY, CONCLUSION AND RECOMMENDATION
It is important to ascertain that the objective of this study was to ascertain appraisal of Advertising strategies adopted by Hotels in Port Harcourt Metropolis. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing appraisal of Advertising strategies adopted by Hotels in Port Harcourt Metropolis
This study was on appraisal of Advertising strategies adopted by Hotels in Port Harcourt Metropolis. Three objectives were raised which included: To assess the current advertising strategies employed by hotels in Port Harcourt Metropolis, to evaluate the effectiveness of advertising strategies in generating customer awareness and to analyze the target audience perception of hotel advertisements. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from five-star hotel in portharcourt. Hypothesis was tested using Chi-Square statistical tool (SPSS).
In conclusion, the appraisal of advertising strategies adopted by hotels in Port Harcourt Metropolis emphasizes the importance of a well-defined and targeted approach to marketing. By understanding the preferences and perceptions of the target audience and continuously evaluating and adjusting advertising strategies, hotels can strengthen their competitive position, increase customer awareness, and drive revenue growth. The recommendations provided in this study serve as a roadmap for hotels to enhance their advertising practices and capitalize on the opportunities presented by a dynamic and evolving market. Ultimately, a strategic and well-executed advertising strategy will enable hotels in Port Harcourt Metropolis to effectively communicate their unique value proposition, attract new guests, and foster lasting customer relationships.
Based on the appraisal of advertising strategies adopted by hotels in Port Harcourt Metropolis, the following recommendations are offered to enhance their marketing efforts:
- Conduct thorough market research: Hotels should invest in comprehensive market research to gain a deep understanding of their target audience, including their preferences, needs, and behaviors. This research will enable hotels to tailor their advertising messages and channels to effectively reach and engage their desired customer segments.
- Embrace digital marketing: Given the increasing reliance on digital platforms, hotels should prioritize their online presence and leverage digital marketing strategies. This includes optimizing their websites, utilizing search engine optimization (SEO) techniques, engaging in social media marketing, and partnering with online travel agencies to maximize their visibility and reach a wider audience.
- Incorporate personalized marketing tactics: Personalization is a key trend in marketing. Hotels should leverage customer data to deliver personalized advertising messages and offers to their target audience. By customizing content and promotions based on individual preferences, hotels can enhance customer engagement and loyalty.
- Explore influencer partnerships: Collaborating with influencers, bloggers, or local personalities who have a strong following and influence can be an effective way to expand the reach of hotel advertising. These influencers can help promote the unique features and experiences offered by the hotels, creating a buzz and attracting new customers.
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