AN APPLICATION OF MARKETING CONCEPTS IN THE TELECOMMUNICATION INDUSTRY IN NIGERIA (A CASE STUDY OF GLOBACOM NIGERIA)


AN APPLICATION OF MARKETING CONCEPTS IN THE TELECOMMUNICATION INDUSTRY IN NIGERIA (A CASE STUDY OF GLOBACOM NIGERIA)  

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 CONTENTvi

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

2.7Factors 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.

.


TYPE IN YOUR TOPIC AND CLICK SEARCH.






RESEARCHWAP.COM

Researchwap.com is an online repository for free project topics and research materials, articles and custom writing of research works. We’re an online resource centre that provides a vast database for students to access numerous research project topics and materials. Researchwap.com guides and assist Postgraduate, Undergraduate and Final Year Students with well researched and quality project topics, topic ideas, research guides and project materials. We’re reliable and trustworthy, and we really understand what is called “time factor”, that is why we’ve simplified the process so that students can get their research projects ready on time. Our platform provides more educational services, such as hiring a writer, research analysis, and software for computer science research and we also seriously adhere to a timely delivery.

TESTIMONIES FROM OUR CLIENTS


Please feel free to carefully review some written and captured responses from our satisfied clients.

  • "Exceptionally outstanding. Highly recommend for all who wish to have effective and excellent project defence. Easily Accessable, Affordable, Effective and effective."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I saw this website on facebook page and I did not even bother since I was in a hurry to complete my project. But I am totally amazed that when I visited the website and saw the topic I was looking for and I decided to give a try and now I have received it within an hour after ordering the material. Am grateful guys!"

    Hilary Yusuf, United States International University Africa, Nairobi, Kenya.
  • "Researchwap.com is a website I recommend to all student and researchers within and outside the country. The web owners are doing great job and I appreciate them for that. Once again, thank you very much "researchwap.com" and God bless you and your business! ."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I love what you guys are doing, your material guided me well through my research. Thank you for helping me achieve academic success."

    Sampson, University of Nigeria, Nsukka.
  • "researchwap.com is God-sent! I got good grades in my seminar and project with the help of your service, thank you soooooo much."

    Cynthia, Akwa Ibom State University .
  • "Great User Experience, Nice flows and Superb functionalities.The app is indeed a great tech innovation for greasing the wheels of final year, research and other pedagogical related project works. A trial would definitely convince you."

    Lamilare Valentine, Kwame Nkrumah University, Kumasi, Ghana.
  • "Sorry, it was in my spam folder all along, I should have looked it up properly first. Please keep up the good work, your team is quite commited. Am grateful...I will certainly refer my friends too."

    Elizabeth, Obafemi Awolowo University
  • "Am happy the defense went well, thanks to your articles. I may not be able to express how grateful I am for all your assistance, but on my honour, I owe you guys a good number of referrals. Thank you once again."

    Ali Olanrewaju, Lagos State University.
  • "My Dear Researchwap, initially I never believed one can actually do honest business transactions with Nigerians online until i stumbled into your website. You have broken a new legacy of record as far as am concerned. Keep up the good work!"

    Willie Ekereobong, University of Port Harcourt.
  • "WOW, SO IT'S TRUE??!! I can't believe I got this quality work for just 3k...I thought it was scam ooo. I wouldn't mind if it goes for over 5k, its worth it. Thank you!"

    Theressa, Igbinedion University.
  • "I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much researchwap.com, infact, I owe my graduating well today to you guys...."

    Joseph, Abia state Polytechnic.
  • "My friend told me about ResearchWap website, I doubted her until I saw her receive her full project in less than 15 miniutes, I tried mine too and got it same, right now, am telling everyone in my school about researchwap.com, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work"

    Christiana, Landmark University .
  • "I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!."

    Musa, Federal University of Technology Minna
  • "I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!."

    Ali Obafemi, Ibrahim Badamasi Babangida University, Niger State.
  • To contribute to our success story, send us a feedback or please kindly call 2348037664978.
    Then your comment and contact will be published here also with your consent.

    Thank you for choosing researchwap.com.