Strategies adopted by Fairmont Hotels and Resorts to gain competitive advantage in Kenya

Abstract

Competitive strategies enable an organization to have an advantage over its competitors. Each organization employs different strategies to gain competitive advantage in the various industries.This research study had one key objective, to establish the competitive strategies that are being used by Fairmont hotels and Resorts to gain competitive advantage in Kenya. There were three key respondents who are directors at Fairmont hotels and Resorts Kenya. Primary data was collected from three respondents using an interview guide. The finding showed that Fairmont uses various strategies interchangeably. Some of the key strategies that have been adopted by FHR in order to win and maintain business are market penetration, differentiation strategy, focus and integrated differentiation and cost focus. FHR has also gained huge competitive advantage from the way it maintains its value chain. The value chain is maintained by adoption of various ERP software able to ensure that the different components of the value chain contribute to the final profit margin. FHR is in the service industry and constantly take the staff back to school for refresher courses especially the service intensive departments like food service, front office and food production department. Communication with stakeholders has been another key way in which FHR has been able to gain competitive advantage. From this study it is recommended that the management of FHR needs to be more proactive in its response strategies instead of using reactive strategies. FHR should actively market its products to reach its target market. FHR should involve all the employees within the organization in the planning stages to create a feeling of ownership by the staff.