CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND
In the olden
days there was no marketing because individual tend to be 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
concert rate on producing the items which they cannot/co0uld exchange with
others which they cannot produce.
This brought
about specialization in production system this people began to exchange goods
with goods a system know as trade by barter. This involves the use of some
specific items such as cowries shell and horse. After this stage came the
existence of a medium of exchange led to the called evolution of commodities
and improved marketing of the production system.
In the
beginning, the exchange process was in simple from, 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
producers being the manufacturer of their goods in larger quantities in
anticipation of future orders.
Marketing are
mostly emphasized by all hotel 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 five or even ten years time. It is about supporting customers
with well designed good quality, reliable product at a price which their
considered to be service 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 customers shoes (or even better inside their mind) in order to really
understand what they want and what they
feel about things only this way can the form organization 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 customers who appears
able and willing to pay for the services and facilities.
1. According to this definition tourist
are mostly considered
2. As the hotel customers that is / the
buyers of hotel products.
Those
tourists 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. We assign this person with the
job of going after group room business conventions touring groups.
The general
manager himself takes up the advertizing 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 hostelling industry. In fact the hostelling 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 hostelling
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 hostelling 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 reference 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;
(i) Declined in the profitability level
of most hotels
(ii) Ineffective sales promotion
strategies adopted by the hotel.
(iii) Under- utilization of the hotels
capacity.
(iv) Absence of qualified marketing
manager in the hotels.
1.3 OBJECTIVE OF THE STUDY
The business
organization especially the hostelling 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;—
i. To ascertain necessary need in
carrying out the marketing concepts of the hotelier industry and also examining
the roles and needs for marketing in hosteling industry.
ii. To ascertain the necessary measures
marketing concepts as a new business strategy has adopted by the hosteling
industry.
iii. To clarify and identify the need
for marketing in the botching industry so as to form the foundation which the
hotels operate upon.
iv. 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 hostelling industry,
the project is also of significant to the hostelling 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.
1.5 SCOPE OF THE STUDY
The project
work concerned with the application of marketing concepts in the industry in
Nigeria and the scope of the study will entails the theoretical scope,
geographical and industrial scope marketing mix by the hostelling industry as
well as the problems facing the hostelling industry. The geographical scope of
the study of the project work is located at Ilorin and its environments, the
industrial scope will be hostelling industry since case study under the hostelling
industry since case is under the hostelling industry then it was chosen because
it has similar characteristics with other types if hostelling under it
industry.
1.6 LIMITATIONS AND CONSTRAINTS TO THE STUDY
The
limitation to the study is lack of fund faced by the researcher because the
researcher is still depending on people from financial aids management claims
there will be leakage of confident report to that is another constraint on the
study.
Lack of
adequate time also constitute to the constraint experienced by the researchers
in carrying out the project work the little time available has to be shared in
contending with lecturers and as well as carrying out the project work. .
1.7 DEFINITION OF TERMS.
Hotel:
An establishment was providing accommodation, tourist. It is also an establishment
provides, lodging paid on a short term basis ought to conduct our form’s
operation.
Lodging:
lodging is a type of residential accommodation lodging may be self catering in
which available lodging is done in a hostel or hotel.