Social Sciences
2 years ago

Market penetration strategies boost market share for Tanzanian tour companies.

International Journal of Scientific Research and Management (IJSRM)
The Influence of Market Penetration Strategies on Market Share in the Hospitality Industry in Arusha, Tanzania
Ushmi Rajan Shah, Stephen Maore, Susan Nzioki

Paper Summary

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The study looked at how marketing strategies affect market share in Arusha's hospitality industry. They surveyed marketing managers from tour companies and found that using market penetration strategies significantly increases market share. This means that companies in Arusha can grow their market share by focusing on penetrating the market with their existing products or services.