Innovating Ansoff Growth Strategies in the Hotel Industry in Ghana

Abstract

In the twenty first century Africa has seen an increased momentum and an infusion of economic vibrancy in various sectors of the economy. In most of the countries there has been the development of a strong private sector participation in business and the application of technology in business is introducing new opportunities. The face of business is changing as the new impetus is redefining new relationships with customers. One major contributor to GDP growth in Africa is Tourism. Africa is endowed with many natural and beautiful tourist attractions. However this natural endowment alone is not enough to bring about growth and revenue so desired by investors. Managers in the Tourism sector must therefore give investors value for money by embarking on innovative growth strategies. Ansoff growth Strategies have been identified in marketing literature to provides insights for understanding and growing businesses. They include the market penetration strategy, market development strategy, product development strategy and diversification strategy. This study seeks to examine how innovating Ansoff growth strategies can bring about customer retention and business growth in the Hotel Industry in Ghana and Africa. The study will be conducted using in-depth interviews with management of ten leading hotels and customers in Ghana. Secondary data on tourism from other African countries such as South Africa will be used. Thematic and content analysis will be used to analyze both secondary and primary data. The study seeks to find how innovating Ansoff growth strategies could bring about sustainable competitive advantage in the Tourism Sector in Ghana and Africa. The tourism sector is developing very fast and studies in this area are laudable. Also it will contribute to existing literature on tourism marketing management from a developing country perspective. Managers in the tourism sector will know which strategies work and why. There is very little research on innovative marketing strategies development in Ghana and Africa as a whole. This is an exploratory study on the application of Ansoff growth strategies within the African Tourism development context. Findings will also serve as a guide for both local and foreign investors and policy makers. The competitive environment in which tourism firms operate requires that business leaders/investors have good market information in order to build capabilities to win on the market.