Standing out in the hospitality sector: The case of Bloombar

Date
2020
Authors
Kyerematen, Sally Leenam Afua
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Abstract
The hospitality industry is one of the fastest growing industries worldwide and measures need to be put in place to ensure full utilization of the potential of this industry. Ghana’s economy is increasingly becoming more dependent on the hospitality industry however, the food and beverages sector of this industry has not been substantially studied by scholars. The Seven P’s of the Marketing Mix is checklist that service providers can use to ensure the full satisfaction of their target markets. This research paper seeks to analyse the various components of the marketing mix that customers prioritize to serve as a rubric for individuals looking to set up establishments in the food and beverages sector of the hospitality industry. In accordance with the goals of the research, the literature reviewed discusses how the Seven P’s of the marketing mix influences the success of a firm in the food and beverages sector of the hospitality industry. The study concludes with recommendations on the right way to implement the Seven P’s of the marketing mix for a specific target market in the food and beverages sector of the hospitality industry.
Description
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
Keywords
marketing, hospitality industry, food and beverages, Ghana
Citation