This project work was on the “marketing problems of hotel and catering establishment in Enugu state. A case study of Cordial hotel.
The main objective of the study were: To find out the problems inherent in Hotel and Catering service.
To evaluate the extent poor marketing affect their performance.
Based on this, 4 hypothesis were formulated and tested.
Detail literature review was carried out on past project work and textbooks.
Data were collected from two major sources:
Primary and Secondary.
The population of the study were the employees of cordial Hotal and their customer.
Simple table and percentages were used to analyze, the following findings were made: That the major causes of the dissatisfaction was on the part of the employee.
In the light of the above, it was recommended that:
Every body in the organization must be trained to sell.
Management must be more result oriented rather than only conc rather than only concerned with sharing costs.
A well articulated implementation of the above measures would enable the hotel manager make vital decisions.
To credit an overall impact on the market, management, should charge every employee with marketing thinking responsibility. Though this, the researcher believes that success will be created.
These measures will help improve the performance of the cordial Hotel.
Hotel and Catering establishment in cordial hotel Enugu is faced with a number of marketing problems. These problem have not been seen or if seen, have not been buckled from the right dirction by most entrepreneurs in the establishment. With the latest population can sue as a yardstick, one can assert without projective that Enugu state is among the largest populated in the country. This population is made up to a good percentage of educated people and well to do individuals”. The population dentist of this state is synonymous with its great market potentials especially in the area of food and food items.
Many people have myopic ideas, about marketing discontinuing it as a concept, which applies only to the manufacturing and destructive trade. Some others take it as a skill, which is the exclusive preserve of the departmental staff.
However, broadened concept recognizes the competence of marketing to service-oriented establishment, like the Hotels, insurance forms, banks, hospitals and other such services rendering establishment. In this write up, the term marketing is used to describe a firm’s approach to business, it is business philosophy attitude which describes marketing as a concept. It is pertinent, to stress that marketing is not selling as it is very often misconstructed to be marketing is not only mush broader in scope than selling but encompassed the entire business and its drive to achieve its mission or goal.
A clear picture of marketing is all about can be seen from the definition offered by the London Institution of marketing. It says “Marketing is a management process responsible for identifying, articulating, and satisfying customers requirement at a profit to the organization”. It can be seen now that marketing is a distributive process which goes far beyond pushing the sales of a product or service. Marketing focuses on satisfying the needs and wants of the buyer at a profit to the organization marketing has the ideal purpose of satisfying the customer by means of the product on service and other attributes associated with creation, distribution and finally consumption. It will be taking much for granted of one fails to remark that marketing in the state is yet that of a developing economy with such attendant problems as tied distributive system, limited competition, scarcity of food items, low rate of product change and host of others; creating a situation of a sellers market. The fact oppposed to the condition found in true competive markets.
Most of the business Hotel cordial Enugu and catering inclusive operate in a sellers market which means that sellers or companies make no effort or attempt to march available product or services with customers needs. Despite this unfair system, they still sell their products and services as a result of reasons ranging from lack of suitable substitute, increasing purchasing power of the people and of course, the value system that pervaded this society. As a result, the entrepreneurs were deceived or made to think that marketing problems were man existent. With increased consumer awareness, buyer rationalization and decreasing purchasing power of the Naira due to inflation, people spend their hard earnings about how they erpreneurs who enjoyed the boom most recognize the changing trend if they must survive into the future.
Certainly, hotel and catering established in the area under study have their peculiar marketing problems. Many of the hotels rarely survive their introductory stage of development while some other that once made it to the top are already loosing their market share and moving towards folding up.
A critical review of this situation reveals that the basic problem or cause of the alarming rate of failure is that most hotel entrepreneurs fail to take cognizance of the marketing problems inherent in the establishment before and after they have gone into the business. A greater percentage of these entrepreneurs are totally ignorant of the marketing functions or deliberately neglect the necessity for programme and well co-ordinate marketing efforts.
These “directors” often appear very optimistic about the existence of adequate markets and blame all problems on inadequate sales efforts they seen to be blind stimulants to be able to succeed in the market. Normally when marketing is one of the these dynamic concepts that continue changing to match the environment.
The objective of this study is therefore to provide an overview of marketing problem facing the hotel and catering establishment.
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