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An Application Of Marketing Concepts In The Telecommuncaition Industry In Nigeria
[A CASE STUDY OF GLOBACOM NIGERIA]
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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.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACTThis 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 ... Continue reading---
