ABSTRACT
This
study researched into the application of marketing concept in the hotel
industry in Nigeria using Kwara Hotel Ltd Ilorin as a case study. It examined
the impact of marketing concept in Hotel industry. Marketing survey was conducted to elicit
opinion on previously formulated hypothesis. The study discovered that without
the concepts of marketing in hotel industry the provers cannot make
profit. It was concluded that
application of marketing concepts it helps hospitality industry to achieve
their aims and objectives.
TABLE
OF CONTENT
TITLE
PAGE i
CERTIFICATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT
v
TABLE
OF CONTENT vi .
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Research Problem 9
1.3 Aim and objective of the Study 10
1.4 Significance of the Study 11
1.5 Scope of the Study 13
1.6
Limitation and Constraints to the study 14.
CHAPTER TWO
LITERATURE
REVIEW
2.1
The Definition of Marketing 15
2.2 Appraisal of Marketing Activities 16
2.3 Meaning of Marketing Concepts 18
2.4 Review of Other Concepts 19
2.5 Rationale for Marketing Concepts 20
2.6 Uses and Benefits of Marketing Concept 22
2.7 Factors affecting effective Application
of the Concepts 24
2.8 Application of Marketing Concept
In
the hostel industry 26
2.9 Formulation of Hypothesis 27
CHAPTER THREE
RESEARCH
METHODOLOGY
3.1
Research Design 28
3.2 Research Population and Sample 29
3.3.
Data Collection Method 30
CHAPTER FOUR
DATA
PRESENTATION AND ANALYSIS
4.1 Brief History of case Study 32
4.2 Data Presentation 34
4.3 Data Analysis 35
CHAPTER FIVE
SUMMARY
CONCLUSION AND RECOMMENDATIONS
5.1 Summary 36
5.2 Conclusion 38
5.3 Recommendation 40
REFERENCES
CHAPTER
ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
In the olden days, there was no
marketing because individual tended to be self sufficient, growing and producing
things that were needed to satisfy basic needs. There was almost no exchange of
commodities and hence no desire for the market place.
As time passed however the concept of
division of labour evolved people began to concentrate on producing the items
which they cannot/could exchange with others which they can not produce thus
brought about specialization in production system. This people began to
exchange goods with goods a system know as trade by barter. This involves the
uses of some specific items such as cowries, shells and after this stage came
the existence of a medium of exchange called MONEY. The introduction of money
as a suitable medium of exchange led to the evolution of modern industries which
undertake high production of commodities and improved marketing of the products
system.
In the beginning the exchange process
was in simple form. The emphasis was largely on the production of basic need
which usually were in short supply. Little or no attention was given to
marketing. Later on, there was evolution of marketing.
Marketing is all about organizing the
company to meet the need of customers, not just today and tomorrow but also in
five on even ten years time. It is about supplying customer with well designed,
good quality reliable product at a price which their considered to be fair. It
is also about the placing of an order that customer have a right to expect
marketing therefore, is all about company outward looking for customer oriented
to do this you have to be able to put yourself in the customers shoes (or even
better inside their minds) in order to really understand what they want and
what they feet about things only in this way, can the form organize itself
successful to meet the need of the customers.
Marketing is defined by Philip Kolter in
his broke principles of marketing (1980) as a set of principle for choosing
large marketing, measuring their need developments want satisfying product and
services and delivering them at a value of the customers and profit to the
company. Form the definition, marketing process is aimed at getting the right
goods to the right people in the place and at the right time with right
communication process. This should form part of literature review.
This means that the activities designed
to make commodities available of either times or place where they are more in
demand than the time and place at which they are available create wealth to the
industries. In this present age of changes marketing is the heart beat of many
business operations and it is very important, if a business is to be
successful.
Meanwhile, marketing concept was defined
by Ayuba (1987) as a new philosophy or a way for customers need as they key to
achieve organizational goals and the focus page three of the concept is the
customer whose needs and wants the marketer strives to satisfy in order to
achieve the indeals of the organization is reflected in various contemporary
adverts “have it your way” No dissatisfied customer”
However, the hotel proprietor act of
1957 defined hotel as “an establishment offering food and drink, and sleeping
accommodation if so required to any who appears able and willing to pay for the
service and facilities.
1. According
to this definition tourists are mostly considered as the total customers that
is the buyer of hotel products those tourist could be categorized into the
common interest domestic, international tourists. Since people tend to fall into
one of the above categories, hotel therefore could be said to be serving the
public. The success of this hospitality industry would depend on its ability to
satisfy customers.
2. Marketing
is the scientific study of exchange of relationship it is also business
activities that direct the flow of goods and services. From the producer to the
ultimate consumers (users) on the other hand. It is the set of human activities
directed at facilitating and consummating exchange.
Despite importance of marketing in an organization,
the hotel in this country has not put marketing concept in its proper place.
Marketing concept proclaims that the
interest of the forms will be best served to the extent that it can anticipate
changing customers needs and organize the resources to need those needs. It is
also the process of anticipating changing customers need, that page 4 marketing
management it required to adopt a very different approach from association with
more convection finance and protection functions.
Therefore, there is even no room for
marketing manager in most hotels marketing activities have been total practiced
in Nigeria and partially practice in very few ones. For example what generally
happen in the hotel industry page four is that the general manager hires as an
individual and labels himself with the tag of sales manager, director of sales
or similar titles. He assigns this person with the job of going after group
room business conventions, touring groups and the likes.
The general manager himself takes up the
advertising to individual room sales. The catering manager take care of the
food and banquet manager the above halation shower that what operates in the
hotels is an indefinite, disconnected, unrelated, accidental sort of partial
marketing.
This is more so in Nigerian businesses
because business in Nigeria today especially in the hoteling industry operates
in a “seller market” that is market where less attention is paid to the
customers needs and satisfaction and yet the success or product still old.
As a result little attention is paid to
customer wants and satisfaction and yet the products are sold this is because
a.
Lack of suitable substitutes
b. The
increasing purchasing power of Nigerians
c.
The issue system that present in our
society
But in view of the proliferation of
hotel and the state of the country’s economy which is liable to change,
marketing must be placed in its proper perspective, the hostelling industry
Infact, the hotelling industry to a
great extent enjoys the monopoly of trade but as the springing up of many
hotels, the present monopoly bring enjoyed by the hotel industry would be
broken and the state of economy which reflects on the consumers purchasing
ability is liable to change.
Hence, the stage of marketing
orientation rather than selling orientation which operates now become essential
The difference being that, marketing
focuses on the needs of the buyer while selling focuses on the needs of the
seller. There are several means and producers which can be used in marketing campaign
in the hotelling industry.
Viz: sample survey, marketing behaviors
and competition and marketing research.
This project will examine the following
developing of hotelling industry classification of hotels, economic and
contribution of the study and application of marketing mix to hotel industry.
Finally we should consider how hotel
industry can borrow some of these credible factors for the success of marketing
for proper management.
In assessing the performance of the
hotelling industry a questionnaire was develop for the study to solicit.
Relevant information from management and customer/ client of the industry as
the issue related to the project.
1.2 STATEMENT OF THE RESEARCH PROBLEM
Over the time, it has been identified
that the followings are the problems embattling hotel industry in Nigeria with
a particular references to Ilorin, Kwara State.
However, in the quest of the researcher
to provide solution to all these problem. The researcher develops special
interest in the following aspects.
i.
What are the reason for the decline in
the profitability level of most hotels.
ii.
Are there better promotional strategies
to be adopted by hotels managers.
iii.
Can hotel capacity be better utilized
iv.
What are the process of recruiting
marketing manager for hotels
1.3 AIM AND OBJECTIVE OF THE STUDY
The aim of this study is to examine the
application of marketing concept in the hotel industry. To achieve this aim
therefore, the following objectives shall be persuade
1. To
examine the rational behind the decline in the profitability of level of most
hotels.
2. To
identify the suitable promotional strategies to be adopted by hotels
3. To
support the optimum utilization of the hotel capacity
4. To
determine the best recruitment process of marketing managers in hotels.
5. Is
marketing concepts relevant to hostel industry
6. Can
marketing strategy be used to achieve corporate goals and objectives in the
hospitality industry.
1.4 SIGNIFICANCE OF THE STUDY
The project will be of significance to
the research, the customer, the industry and the society as a whole. The
project is of significance to the research because it is required in partial
fulfillment of the requirements for the award of the Higher National Diploma (HND)
and also widen the knowledge of the researcher on how marketing can be applied
in the hotelling industry.
The project is also significant to the
customers because it enables the customers to know that their interest must be
adequately satisfied by the hotelling industry and failure to do that might
lead to low volume of sales and the consequence low level of productivity.
The project is of significance to the
hoteling industry because it will help to discover the need for marketing
hotelling industry which lead to increase in market share of the industry in terms
of competition and controllable factors facing the hotel.
The need of the customer will be
adequately catered for and their satisfaction enhanced.
The project is also significant to the
economy because marketing will lead to an improvement in the hoteling of the nation
which will eventually attract tourists from different countries of the would
and this will help to generate currencies which will be of benefit to the
country. It will also redeemed and promote the image of the country
intentionally.
1.5 SCOPE OF THE STUDY
The research is concerned with the
application of marketing concepts in the hotel industry in Nigeria and the
scope will entail the theoretical scope geographical and industrial scope.
The theoretical scope will cover the
relevance of marketing in the hotelling industry in Nigeria the adoption of
marketing mix by the hotelling industry as well as the problem facing the
hotelling industry.
The geographical scope of the study in
the Ilorin township in which the case study of the project work is located and
its environs.
The industrial scope will be hotelling
industry since case study is the hotelling industry’s them it was chosen
because it has similar characteristic with other type of hotelling under its
industry.
1.6 LIMITATION AND
CONSTRAINTS TO THE STUDY
Gathering of all needed data in most
marketing concepts in the hotel industry in Nigeria studies is usually met with
a number of obstacles.
The data collection exercise for this
research in the hotel will be limiting factor. A lot of money is required
administer the questionnaire and time devoted to conduct interview based upon
booked appointment.
Substantial response to questionnaires
was envisaged but complete success was not attained. Recruitment of enumerator
was very difficult and the right calibers were not available.
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