An Analysis Of Marketing Strategies And Effect On Performance Of 5 Star Hotels In Harare:Case Of Rainbow Towers Hotel

The hotel industry in Zimbabwe has suffered from the economic downturn that began around 2007 that saw many businesses shutting down and investors pulling out of the country.The industry's thriving is most crucial as it is one of the main contributors to the country's Gross Domestic Product(GDP)which highly motivates my research in this field.Hotels are facing numerous challenges which have posed a threat to their survival and growth.These challenges include competition for resources,market share,political and economic challenges,changes in customers' expectation and preferences.The dynamism of this environment calls for appropriate growth strategies that will enhance good performance.Strategic position which is concerned with the external environment will be determined as it is crucial for evaluating future strategy.This study will analyze the current marketing strategies adopted by Rainbow Towers Hotel based on elements of the marketing mix and Ansoff's growth model and analyze how the hotel measures the effectiveness of these strategies on performance by comparing the findings with the published literature on the topic.