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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