NWODO Sylvanus Ikechukwu
Department of Management Sciences (Marketing Programme),
Rhema University Nigeria, Aba, Abia State.
sylvanusnwodo@gmail.com
Abstract
This study examined the effect of competitive strategy on marketing performance of Nike Lake Resort hotel Enugu, using technology-driven strategy, service excellence and location-based strategy to represent competitive strategy. The study adopted a descriptive research design. The population of the study consisted 165 staff of Nike Lake Resort hotel Enugu, comprising marketing manager, general manager and senior administrative staff. A sample size of 124 was drawn from the population using Taro Yamane’s formula. A structured questionnaire whose validity and reliability was determined through expert review panel and Cronbach’s Alpha was used to collect primary data. Linear regression analysis was used to test the effect of dimensions of competitive strategy on marketing performance. The results of the analyses showed that competitive strategy have significant effect on marketing performance of Nike Lake Resort hotel Enugu. Thus, the study concluded that marketing performance of Nike Lake Resort hotel Enugu largely depend on the implementation of competitive strategy grounded in data, customer insights and continuous improvement. The study recommends that Nike Lake Resort hotel Enugu should organize exclusive events like music festivals and cultural exhibitions to attract foreign and local guests; and introduce smart rooms with keyless entry, automated lighting, and personalized guest preferences.
Keywords: Competitive strategy, location-based strategy, marketing performance service excellence, technology-driven strategy.