Marketing Strategy and Marketing Mix Towards Recovery of Hospital Industry

This study assessed the marketing strategy in terms of market share strategy, competitive strategy, and cost reduction strategy towards the recovery of the hospitality industry. It also described the marketing mix that can be employed towards the recovery of the hospitality industry in terms of 7Ps: product, price, place, promotion, people, physical evidence and process, and partnership. It was also revealed that there was a highly significant relationship between marketing strategies and the marketing mix based on employees’ perception of the hospitality industry recovery. It was suggested that marketing strategy in terms of competitiveness could be an effective strategy for the recovery of the hospitality industry. Meanwhile, on marketing mix, physical evidence and process may be given importance towards the recovery of the hospitality industry during and after a crisis. Lastly, an action plan for the industry’s recovery was proposed based on the employees’ perception working in each hospitality sector.

Keywords – hospitality industry, crisis recovery, marketing strategy, marketing mix, Qatar