CHAPTER ONE
1.0INTRODUCTION:
BACKGROUND OF THE STUDY
Hotel and catering services are basically
concerned with the essentials of food, housing, but they are profit centers
too; also offering entertainment, providing myriad services and meeting many
other needs. Man’s basic need for food and shelter has not changed in the
course of civilization, but the environment in which they exist is undergoing constant
change. Adapting to the change calls for flexible leadership, one of the many
attributes of management and one not usually required of technically skilled
workmen. Some changes are gradual, of course, others come suddenly. But all of
them contribute to the dynamic nature of the society and to one important
segment of that society - the ever- changing hotel and catering field.
In the past, hospitality management was a
management of personality. Few managers of the old school were managers in the
present day sense of the word. Capital investment was smaller, labour problems
were almost unknown, most were family businesses; government control and
regulation practically unheard of. Management was the skill of Mine Host, the
ability to comfort the traveller and welcome the stranger.
Not so today where investment requires
corporate ownership; labour involves complex contracts and a myriad of
government regulations, limitations and restrictions tap the energy of the
modern manager.
It is not surprising therefore, that
today’s executives are meeting in conferences, attending seminars, talking to
the experts and consulting with advisers. They are less and less on the floors
of their establishments and more and more behind their desks. Here, efforts are
concentrated on the problems of rising costs and slender profits. Increasing
competitions, costly modernization and other problems preoccupy our present-day
managers. With increasing expectations, they look to the implementation of
sound business practices to provide the means of countering the many few
pressures facing the hotel and catering industry.
For any hotel, no matter how well
operated, must have to be first located in an ideal spot, in perfectly
favourable economic conditions to be able to attain an ultimate efficiency
without marketing activity backup. The fact is that business exists in a
dynamic environment affected by economic, legal, political and technological
conditions that have varied impact on business fortune in terms of periods of
boom and adversity.
The truth is that no matter the quality of
management in terms of capacity, standards and resources, hotels and catering
houses definitely need marketing efforts to achieve corporate goals and
objectives of profit maximization.
Marketing entails management functions
“which organize and direct all the business activities involved in assessing
customer needs and converting customers purchasing power into effective demand
for a specific product or service and in moving that product or service to the
final consumers or users so as to achieve the profit target or other objectives
set by the company” as defined by the Institute of Marketing.
Having established the need for marketing
in the Hotel and Catering Industry and understanding the services so offered
and their nature, it becomes absolutely necessary for this study to find out
their implications of marketing in Hotel and Catering Industry and suggest the
best ways to effectively market the services provided by the industry.
In comparison with industrial
manufacturers and consumer goods, inadequate marketing efforts by proprietors
of hotels and catering services have been identified as the main problems of
the Hotel and Catering Industry in Nigeria. From the economic and financial
returns of their performance one easily observes that most hotels have not been
able to meet main business objectives of profit making and maximization.
Statistics show that many well-researched, built and commissioned hotel
projects in Nigeria have not done well in profit maximization due to poor and
low sales volume. Many cannot pay staff salaries or undertake major repairs and
renovations to meet today’s challenges as a result of this. Added to this, is
the problem of poor or inadequate marketing efforts. There is poor drive to
create awareness of general services offered by the hotel industry in Nigeria.
It is hoped that at the end of this study, solutions to these problems would
have been proferred so as to introduce effective marketing to Hotel and
Catering services in Nigeria.
1.2STATEMENT OF HYPOTHESIS
The study seeks to provide answers to the
relationship if any, between conscious marketing efforts and business
prosperity in terms of enhanced profits. In other words can effective marketing
in hotels and catering services industry be relied upon for improved business
fortunes? It is hoped that at the end of the study adequate answers/solutions
could had been provided.
Generally, the study is designed to find
ways of effectively marketing Hotels and Catering Services to customers in
Nigeria. Specifically the study will attempt to:
(a)Highlight effective marketing
strategies to create awareness on services provided by firms in the hotel and
catering industry.
(b)Find the reasons for the general apathy
to hotel and catering services by the customers,
(c)Find the causes of the low level of
marketing efforts offered by the hotel and catering industry,
(d)Identify the causes of low sales and
low profits in the hotels and catering services.
(e)Identify some of the management problems
faced by the industry.
(f)Identify the major customers complain
in service area
(g)Find solutions to customers complaints,
(h)Suggest ways which hotels and catering
services can maximize profits
(i)Suggest ways to effective communication
in the business.
1.4SIGNIFICANCE OF THE STUDY
Few research works are known to have been
carried out to this area.
It is necessary to study the ways of
operating hotels and catering services in marketing their services effectively
to the customers. It is also significant to assess the service quality of the
hotels and catering industry and the measures that can be put in place for the
overall aim of enhancing efficiency, profitability and customer
satisfaction.
It is hoped that at the end of the study,
suggestions will be made which will benefit the hotels, customers and the
entire nations as a whole.
Findings from this research is expected to
enhance better quality services for the satisfactions of customers. The study
will also be useful to the Hotels and Catering Industry as a future reference
point
1.5SCOPE OF THE STUDY
The project is basically concerned with
the effective marketing of Hotel and Catering Services. The area of study is
however restricted to the Nigerian Air Force Club, Kaduna as the case study.
1.6LIMITATION OF THE STUDY
The major limitation of this study is the
fact that very few known research work has been carried in this area. As a
result of this the number of relevant existing literature to be reviewed is
scanty.
Time constraints is another limitation
with the limited time given for the submission of this project and meagre
financial resources of the researcher, it was not possible to travel far to
gather diverse data for this work.
1.7RESEARCH METHODOLOGY
This study intends to use the survey
methods of gathering both primary and secondary data, primary data will be
collected through questionnaire and personal interviews of the management and
staff of NAF club, Kaduna and their customers.
The secondary data will be obtained through
documentary research techniques by consulting books, journals and records of
the Nigerian Airforce Club, Kaduna. Data collected will be analyzed,
conclusions drawn and recommendations made accordingly.
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