AKSUM UNIVERSITY

COLLEGE OF BUSSINES AND ECONOMICS

DEPARTMENT OF MARKETING MANAGEMENT
MASTERS OF ARTS IN MARKETING MANAGEMENT
COMPETITIVE STRATEGY ON HOTEL INDUSTRY OF HUMERA
CITY :THE CASE OF ATSE KALEB HOTEL

BY: GROUP MEMBERS

SUBMITED TO: GUESH/PHD/

TIGRAY, ETHIOPIA
JANUARY-2019
 TABLE OF CONTENTS

Items Page

Abstract …………………………………………………………………… I

List of Tables ………………………………………………………….……II

List of graph…………………………………………………………………III
Table of content
Content page

1. Introduction

1.1. Background of the study ……………………………………………………………1

1.2. Statement of the problem …………………………………………………………..3

1.3. Basic research question …………………………………………………………….3

1.4. Objective of the study ………………………………………………………………4

1.4.1. General objective ……………………………………………………………4

1.4.2. Specific objectives …………………………………………………………..4

1.5. Significance of the study ……………………………………………………………4

1.6 limitation of the study………………………………………………………………..5

1.7. Scope of the study …………………………………………………………………..5

1.8. Research methodology………………………………………………………………7

1.8.1. Research design…………………………………………………………….7

1.8.2. Target population…………………………………………………………..7

. 1.8.3. Sample size and sample technique………………………………………….7

1.8.4. Data type and method of data collection………………………………..…..8

1.9 Data process and analyses ……………………………………..….…. ………8

1.9.1 Organization of the paper ………………………………………………..…..8

1.10. Reference……………………………………………………………………..9
CHAPTER TWO

2. LITERATURE REVIEW…………………………………………..…9
2.1.Concept related to strategy …………………………………….9
2.1.1. Competitive strategy ……………………………………….9
2.1.2. The components of strategy ………………………..………9
2.2.The hierarchy of strategies ……………………………………..10
2.2.1. Corporate strategy ………………………………………….10
2.2.2. Business level strategy ……………………………………..11
2.2.3. Functional strategy …………………………………………11
2.3.The process of strategic choice …………………………….…12
2.3.1. Objective of strategic choice ……………………………...12
2.3.2. The choice …………………………………………………..13
2.3.3. The choice process …………………………………………13
2.3.4. Constraints on strategic choice …………………….……..13
2.4.The way in which competitive Strategy compete..........................14
2.4.1. Business unit objective……………………………………..14
2.4.2. Generic business level competitive strategy……………….14
2.5.How do competitive strategies differ………………………….15
2.5.1. Difference in scope……………………………………….15
2.5.2. Difference in goals and objective…………………………..15
2.5.3. Difference in resource development………………………16
2.5.4. Difference in source of synergy……………………………16
2.6.Strategic decision making ………………………………………16
2.6.1. What is decision………………………………………….17
2.6.2. Decision making process…………………………………..17

2.7.Implementation of the selected competitive strategy……....19

2.8.Identifying competitors ………………………………………..21
2.8.1 Industry concept of competition……………………………21
2.8.2. Industry concept of competition ………………………..21
2.8.2. Market concept of Competition…………………………..21
2.9.Competitors analysis ……………………………………….21

2.9.1Who are our competitors……………………………………22

2.9.2. What are their objectives?.....................................................23

2.9.3.What are their strategies?...................................................23

 2.9.4.What are their strength and weakness?................................23
2.9.5.How are they likely to react? ...............................................23
2.10. Competitive intelligence system and source
Of competitive information. ………………….…………..24
2.10.1. Competitive intelligence cycle………………………..24

CHAPTER THREE

1. DATAANALYSIS AND PRESENTATION………………….24

1.1. Background information ………………………………...24
1.2. Assessment of competitors ……………………………...25
1.3. The assessment of competitive strategy ………………..27
1.4. Assessment of tools for competitive strategy…..…........30

CHAPTER FOUR

1. SUMMARY, CONCLUSION AND RECOMMENDATION….…33

1.1. Summary ………………………………………………………33
1.2. Conclusion …………………………………………………….34
1.3. Recommendation …………………………………………...…35

BIBLIOGRAPHY………………………………………………………...…..36

APPENDIX……………………………………………………………………37
 LIST OF TABLES

Table 3.1: Background of respondents …………………………………..24

Table 3.2: Assessment of employees ……………….……………………26

Table 3.3: competitive strategy ………..…………………...28

Table3.4: tools for competitive strategy ……………………30

Table3:5: employee performance……………………………….32

Table3:6: customer compliant……………………………….33

Table3:7: assessment of hotel service……………………..35

Table4:0: ways of differentiation…………………………. 37

 LIST OF GRAPHS

Graph:1: price level of the hotel…………………………..39

Graph:2: level of satisfaction………………………………40