Download complete project materials on The Application Of Marketing Concept In The Hotel Industry from chapter one to five
TABLE OF CONTENTS
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Title page
Certification
Dedication
Acknowledgment
Table of contents
CHAPTER ONE
Background of the study 1
Statement of research problem 9
Objective of the study 9
Significance of the study 11
Scope of the study 12
Limitations of the study 13
Brief history of Kwara Hotel Limited, Ilorin 13
Definition of terms 15
CHAPTER TWO
The definition of marketing concepts 17
Type of marketing 19
Rationale for marketing concepts 21
Uses and benefits of the concepts 23
Difficulties and constraints to effectiveness of the concepts
The marketing concepts chart 30
The hotels market 32
Types of marketing concepts applied by Kwara hotel 34
Reasons for the application of the concepts 36
Benefits of the concepts of Kwara hotel 37
Constraints of effective realization of the benefits of the constraints
CHAPTER THREE: RESEARCH METHODOLOGY
Research population and sample 42
Research design 43
Data collection instruments 44
Administration of instruments 45
Method of data analysis 45
CHAPTER FOUR: DATA PRESENTATION
Analysis and interpretation 46
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary 58
Conclusion 60
Recommendation 62
Reference
Appendix questionnaire
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
In the olden days there was no marketing because individual tend to b e self sufficient, growing and producing things that needed to satisfy his basic needs. There was almost no exchange of commodities and hence no desire for the market place.
As time passes 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 cannot produce.
This brought about specialization in production system. This people began to exchange goods with goods, a system known as tarde by bater. This involves the use of some specific items such as cowries shells and horse. After this stage came the existence of a medium of exchange called money, this stage of introduction and rapid exchange system.
The introduction of money as a satisfied medium of exchange led to the evolution of modern industries which undertake high production of commodities and improved marketing of the production system.
In the beginning, the exchange process was in simple form, the emphasis was largely on the production of basic needs which usually were in short supply.
Little or no attention was given to marketing later on there was evolution of marketing producers being the manufacturer of their goods in larger quantities in anticipation of future orders.
Marketing are mostly emphasized by all hotels industries all over the world.
Marketing is all about organizing the company to meet the need of customers not just today and tomorrow but also in five or even ten year time. It is about supporting customers, with well designed, good qualify, reliable product at a price which their considered to be fair.
It is also about providing the level of services before, during and after the placing of an order that customers have a right to expect marketing therefore is all about the company outward looking for customers.
Oriented to do this, you have to be able to put yourselves in the customer shoes (or even better inside their minds) in order to really understand what they want and what they feel about things only in this way can the firm organize be itself successfully to meet the needs of the customers.
Marketing is defined by Kotler (1980) as a set of principles for choosing target marketing, measuring their needs development, want satisfying product and service and delivering them at a value to the customers and a profit to the company”. From the definition marketing process is aimed at getting the right goods to the right person at the right place, and at the right time with right communication process. This means that the activities designed to make commodities available at either time or place where they are more in demand than a time and place at which they are available create wealth to the industries. In this present age of changes marketing is the heartbeat many business operations and it is very important if a business is to be successful
Meanwhile, marketing concept was defined by Ayaba (1987) as a new philosophy or a way of thinking by the managers that sees the satisfaction for customers need as the key to achieve organizational goals.
However, the hotel proprietor act of 1957 defined hotel as “an establishment offering food and drinks, sleeping accommodations if so required to any customer who appears able and willing to pay for the services and facilities.
- According to this definition tourist are mostly considered
- As the hotel customers that is / the buyers of hotel products.
Those tourist could be categorized into the common interest domestics. International tourist could be categorized into the common interest domestics and international tourist. Some people tend to fall into one of the above categories hotel therefore could be said to be sewing the public and the success of this hospitality industry would depend on its ability to satisfy customers.
Marketing is the scientific study of exchange relationship. It is also business activities that direct the flow of goods and services from the producers to the ultimate consumers (users). On the other hand, it is the set of human activities directed at fascinating and consummating exchange.
Despite the importance of marketing in an organization some hotels in this country has not put marketing concept in its proper place.
Marketing concept proclaims that the interest of the forms will be best serve to the form will be best serve to the extent that it can anticipate changing customer’s needs and organize its resources to need these needs. It is also the process of anticipating changing customer’s needs.
Marketing activities have been totally neglected in most hostels in Nigeria and partially practiced in very few ones for example, what generally happened in the hotel industry 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.
The general manager himself takes up the advertising to individual room sales. The catering managers take care of the food and banquet manager. The above narration shown that what operates in the hotel is an indefinite, disconnected unrelated accidental sort of partial marketing.
This is so in most Nigeria business because business in Nigeria today especially in the hostelling industry operates in a “seller market” that is market where less attention is paid to the customers need and satisfaction and yet the success or product still sold.
As a result little attention is paid to customers wants and satisfaction and yet the products are sold this is because of (a)lack of suitable substitutes.
(b) the increasing purchasing power of Nigerians.
(C) the value system that prevent in our society but in view of proliferation of hotel and the state of the country economy which is liable to change. marketing must placed in its proper perspective in the hotelling industry.
In fact the hotelling industry to a great extent enjoys the present monopoly being enjoyed by the hotel industry would be broken. And the 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 becomes essential.
The difference being that marketing focuses on the needs of the seller. There are several means and procedures which can be used in marketing campaign in the hotelling industry .V12; sample survey marketing behaviors and competition and marketing research.
This project will examine the following, developing of hotel ling industry, classification of hotels economics and contribution of the study and application of marketing mix to hotel industry finally we should consider how the 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 developed 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 RESEARCH PROBLEM
Over the time, it has been identified that the following 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 problems has therefore decided to embark on this research;
- Declined in the profitability level of most hotels
- Ineffective sales promotion strategies adopted by the hotel.
- Under- utilization of the hotels capacity.
- Absence of qualified marketing manager in the hotels.
1.3 OBJECTIVE OF THE STUDY
The business organization especially the hotelling industry always tries to know how effective their marketing services and the responses received from their customers towards such services. This will go a long way in assessing the extents to which they strive to most their state objectives.
The aims and objective of this study are as follows;-
- To ascertain necessary need in carrying out the marketing concepts of the hotelier industry and also examining the roles and needs for marketing in hotelling industry.
- To ascertain the necessary measures marketing concepts as a new business strategy has adopted by the hotelling industry.
- To clarify and identify the need for marketing in the hotelling industry so as to form the foundation which the hotels operates upon.
- To measure the relevance of marketing concept as new business strategy been adopted by the hotel industry in marketing their services.
- To evaluate how corporate goals and objective of marketing strategy in a hotels industry.
1.4 SIGNIFICANCE OF THE STUDY
The project work will be of significance to the researcher, the customer, the industry and the society or economy as a whole. The project work is of significance to the researcher because it is required in partial fulfillment of the requirement for the award of higher national diploma (HND) and will also widen the knowledge of the researcher on how marketing can be applicable in the hotelling industry.
the project is also of significant to the hotelling industry because it will help to discover the need for market share of the hotel in question, in term of competition and controllable factors facing the hotel the need of the customers will be adequately catered for and their satisfaction enhanced the project is also of significant to the economy because marketing will lead to an improvement in the hotels of the economy because marketing will eventually attract tourist from difference countries of the world and this will help generate currencies which will be of benefits to the country, it will also redeem and promote the image of the country intentionally.
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