EVALUATION OF CORPORATE GOALS AND OBJECTIVE OF MARKETING STRATEGY IN A HOSTELS INDUSTRY
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TITLE PAGE
EVALUATION OF CORPORATE GOALS AND OBJECTIVE OF MARKETING STRATEGY IN A HOSTELS INDUSTRY
BY
---
EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---
DECEMBER,2018
APPROVAL PAGE
This is to certify that the research work, "evaluation of corporate goals and objective of marketing strategy in a hostels industry" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.
By
--- . ---
Supervisor Head of Department.
Signature………………. Signature……………….
……………………………….
---
External Invigilator
DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.
ACKNOWLEDGEMENT
The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.
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The need for marketing in financial institutions cannot be over emphasized because it is a vital arm of any sector. Competition within and outside the shores of the country brought about by globalization and an improvement in customer awareness have made banks to use marketing as an important tool to increase returns, improve on the efficiency of the Nigerian banking system and compete efficiently. This study set out to investigate the impact of marketing of financial services in the Nigerian banking industry with specific focus on deposit money banks. The method used in testing the hypotheses is the T-test method. One hundred and twenty (120) questionnaires were distributed to selected deposit banks and One hundred and one (101) was retrieved. The hypotheses tested found that marketing of bank’s products and services has improved the efficiency of deposit money banks banking system and created satisfied bank customer. We recommend that all the units of the bank should be involved in marketing while banks should continue to make their customers feel important and have well equipped and experienced staff personnel in customer services unit to be able to provide solutions to customer’s complaints and challenges.
TABLE OF CONTENTS
Title page
Certification ii
Dedication iii
Acknowledgment iv
Table of contents
CHAPTER ONE
1. 1 Background of the study 1
1.2 Statement of research problem 6
1.3 Objective of the study 7
1.4 Significance of the study 8
1.5 Scope of the study 8
1.6 Limitations and constraint of the study 9
1.7 Definition of terms 9
CHAPTER TWO
2.1 The definition of marketing concepts 11
2.2 Type of marketing 12
2.3 Rationale for marketing concepts 14
2.4 Uses and benefits of the concepts 15
2.5 Difficulties and constraints to effectiveness of the concepts
17
2.6 The marketing concepts chart 20
2.7 The hotels market 21
2.8 Types of marketing concepts applied by Kwara hotel 23
2.9 Reasons for the application of the concepts 24
2.10 Benefits of the concepts of Kwara hotel 25
2.11 Constraints of effective realization of the benefits of the constraints 26
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research design 28
3.2 Research population and sample 28
3.3 Data collection instruments 29
3.4 Administration of instruments 30
3.5 Method of data analysis 30
CHAPTER FOUR: DATA PRESENTATION
4. 0 Analysis and interpretation 31
4.1 Brief history of the case study 39
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of findings 41
5.2 Conclusion 42
5.3 Recommendations 44
References
CHAPTER ONE
INTRODUCTION
- 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 references 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 hostelling industry.
ii. To ascertain the necessary measures marketing concepts as a new business strategy has adopted by the hostelling industry.
iii. To clarify and identify the need for marketing in the botching industry so as to form the foundation which the hotels operates 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
1.8 PROJECT WORK ORGANISATION
The work is organized as follows: chapter one discuses the introductory part of the work, chapter two presents the literature review of the study, chapter three describes the methods applied, chapter four discusses the results of the work, chapter five summarizes the research outcomes and the recommendations.
CHAPTER TWO: The chapter one of this work has been displayed above. The complete chapter two of "evaluation of corporate goals and objective of marketing strategy in a hostels industry" is also available. Order full work to download. Chapter two of "evaluation of corporate goals and objective of marketing strategy in a hostels industry" consists of the literature review. In this chapter all the related work on "evaluation of corporate goals and objective of marketing strategy in a hostels industry" was reviewed.
CHAPTER THREE: The complete chapter three of "evaluation of corporate goals and objective of marketing strategy in a hostels industry" is available. Order full work to download. Chapter three of "evaluation of corporate goals and objective of marketing strategy in a hostels industry" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.
CHAPTER FOUR: The complete chapter four of "evaluation of corporate goals and objective of marketing strategy in a hostels industry" is available. Order full work to download. Chapter four of "evaluation of corporate goals and objective of marketing strategy in a hostels industry" consists of all the test conducted during the work and the result gotten after the whole work
CHAPTER FIVE: The complete chapter five of design and construction of a "evaluation of corporate goals and objective of marketing strategy in a hostels industry" is available. Order full work to download. Chapter five of "evaluation of corporate goals and objective of marketing strategy in a hostels industry" consist of conclusion, recommendation and references.
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