Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
PREPARED BY
ZUNAIRA SHAFIQUE
BBA-FA06-044
BBA (Hons.)
SEMESTER: 8TH
SESSION: 2006-2010
MAJOR IN MARKETING
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ACKNOWLEDGEMENT
In the name of Almighty Allah who is most merciful, and who give me
strength to write this internship report in a different way.
I extend my heartiest thanks to my seniors, colleagues and subordinates who
assist me on every occasion to enable me to write this report.
My parents, classmates and friends come next in the list of those whom I have
to thank.
I pay special homage to the following persons:
Mr. Junaid Ashraf General Manager Faisalabad Serena Hotel.
Mr. Mohammad Shahbaz Toor Chief Engineer Faisalabad Serena Hotel.
Ms. Javeria Zafar HR Officer Faisalabad Serena Hotel.
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TABLE OF CONTENTS:-
Executive Summary……………………………………………………………………..
Introduction To Faisalabad Serena Hotel…………………………………………………
Brief History……………………………………………………………..
The Company………………………………………..................................
Location Of Faisalabad Serena Hotel……………………………………………………
Serena Mission Statement……………………………………………………………….
Serena Vision Statement…………………………………………………………………
Corporate Environmental Mission Statement……………………………………………
Faisalabad Serena Hotel Facilities……………………………………………………….
Corporate Social Responsibility…………………………………………………………
Sustainable Development……………………………………………….
The Eco-View At Fsh……………………………………………………………………
Serena’s Objectives Over Next Five Years………………………………………………
Serena Corporate Management Philosophy……………………………………,,……....
Departments In Faisalabad Serena Hotel…………………………………………………
Product Offering………………………………………………………………………….
Conference Packages Of Serena…………………………………………………………..
Optional Activities At Faisalabad Serena Hotel…………………………………………..
Structural Dimensions Of Faisalabad Serena Hotel……………………………………….
Formalization…………………………………………………………….
Specialization…………………………………………………………….
Hierarchy Of Authority……………………………………………………
Centralization………………………………………………………………
Professionalism……………………………………………………………..
Personnel Ratio……………………………………………………………….
Organizational Hierarchy Of Faisalabad Serena Hotel……………………………………..
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Organizational Hierarchy Of Needs For Fsh……………………………………………….
What I Learned During My Training At Faisalabad Serena Hotel
In The Marketing Department……………………………………………………………..
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EXECUTIVE SUMMARY
This report is the practical part of the most vital practice of our BBA (Hons.)
-Marketing program. The sole objective is to get a practical manipulation of a
business organization. This report has been written to know how big organizations
like Serena Hotels manage their teams to achieve their common goals.
In the first phase of the report there is the general introduction about the
company, then the mission, vision, values, objectives and philosophy of the
company are described. After that the various departments , product offerings and
structural dimensions of the organization have been explained.
In the next phase the organizational hierarchy is shown and the most
important my experience while working in Serena Hotel Faisalabad as internee is
explained, about the sales and marketing department, the reporting system and
various promotional activities being adopted and strategies being used.
In the next part pricing strategy, policy statements, strategic plan and SWOT
analysis of Serena Hotel Faisalabad has been done by the help of which it is
identified that what are the strong areas of the organization and where it lacks so
that it can improve, and in the end summing up with some conclusions and
recommendations.
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BRIEF HISTORY:
Faisalabad city, formerly Lyallpur, with a population of over five million, the city
is located in the North East of Pakistan, in a cotton and wheat growing area. The
city is known as Manchester of Pakistan for its rich Textile industry.
THE COMPANY:
Tourism Promotion Services (Pakistan) Limited was incorporated in Pakistan on
19th March 1969 and is a public limited company (unlisted) registered under the
Companies Ordinance, 1984. Serena Group Of Hotels is a part of this company.
The Aga Khan Fund for Economic Development S.A., Switzerland (AKFED)
holds majority of the shareholding i.e. 92%, followed by 6% holding by the
Industrial Promotion Services (Pakistan) Limited, another project of AKFED and
the remaining 2% by Government of Pakistan through Pakistan Tourism
Development Corporation and Ministry of Tourism, Government of Pakistan.
The Company owns and manages hotels in Islamabad, Faisalabad, Quetta, Swat,
Gilgit and Hunza. The expansion plan of the company includes development of
hotels in northern and the southern regions of Pakistan. The company is committed
to work hand in hand with the Government of Pakistan in developing tourism in
Pakistan.
The Corporate Office and the Hotels are being managed by a team of
professionals. They are committed to provide full support to their associates for
delivering the best possible, efficient and personalized services to their guests.
In addition to Pakistan, over 20 Serena Hotels and Inns are being run
professionally in Kenya, Tanzania, Zanzibar, Mozambique, Uganda, Afghanistan
and Tajikistan.
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The Faislabad Serena Hotel has 144 rooms all decorated to reflect the vibrant
colors of the Punjabi people and culture of Faislabad. Besides all the living
amenities through guest rooms, the Hotel also provides conference rooms, health
club, business centre and the restaurants, which offer Continental, Chinese
Pakistani and Bar-Be-Que cuisine.
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SERENA MISSION STATEMENT
Faisalabad Serena Hotel is a place where the genuine care and comfort of the guest
is their mission. They pledge to provide the finest personal services and facilities to
their guests who will always enjoy a warm, relaxed, yet refined ambiance.
Faisalabad Serena Hotel will reflect the image of trendsetter in service and
standard through professional training and personal development, which
will mean genuine caring approach toward its guests.
Faisalabad Serena Hotel will continue to be perceived as a hotel that cares
for the development of social and cultural activities in the area where it’s
located.
Faisalabad Serena Hotel in collaboration with appropriate national and
international organization will ensure the widest possible awareness and
observance of the initiative and practice they promote.
Faisalabad Serena Hotel will regularly arrange training of staff internally
and in national institutions to have professional and motivated staff.
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SERENA VISION STATEMENT
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FAISALABAD SERENA HOTEL FACILITIES
There are diverse varieties of facilities provided by FSH which includes:-
The social, developmental and operational activities of Serena are designed in such
a manner that these activities deliver sustainable value to the society at large, as
well as to shareholders. At Serena corporate social responsibility goes far beyond
the old concepts of philanthropy of the past which was just donating money to
good causes at the end of the financial year - and is instead an all year round
responsibility that Serena accepts for the environment around it, for the best
working practices, for the engagement in the local communities and for the
recognition that brand names depend not only on quality, price and uniqueness but
on how, cumulatively, Serena interacts with companies’ workforce, community
and environment. Now we are moving towards a challenging feature of our
corporate responsibility, where at Serena the results are judged not just by the input
but by the outcomes: the change we bring along in this world in which we live
through our foot prints, and the contribution we make to reduce the sufferings
around us.
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SERENA’S OBJECTIVES OVER NEXT FIVE YEARS:-
In general the main purpose of setting the objectives is to state that what is to be
accomplished in future within the specific period of time. The main reason for
setting-up the long term objectives is to set a target or challenge to work for that
and to some extent impress the shareholders and other stakeholders.
F ive Y ears O bjectives:
When we talk about Islamabad Serena hotel their next five years objectives include
the following:
1. T o I ncrease P rofitability:
Faisalabad Serena hotel has planned to increase their earnings by 15% annually
and to reach at least 40% increase over the next five years.
2. T o I ncrease M arket S hare:
Serena hotel has an objective over the next five years to increase their market share
from Internet sources and through alliances with airlines and to give more
attractive packages to their customers.
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growth in more qualitative ways. So now their main objective over the next five
years is to satisfy the wants and needs of tourism businesses and hotels as well as
consumers in the 21st century.
8. M aintain H igh S tandards:
Now they have an objective to keep the same high standards regarding the quality
of their goods and services and to make improvements in those areas where they
are lacking behind.
9. T o C reate A n A lliances:
Increase business from Internet sources and through partnerships. So in order to
capture or increase the market share now the objective of the Serena hotel is to
create an alliance with airlines so that all the staff and passenger stay in Serena
hotel, which will definitely brings a huge amount of revenues on regular basis.
SERENA HOTEL
_________________
OUR TEAM
OUR PRODUCT
OUR GUEST
OUR OWNER
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At FSH there are seven major departments and each department has its own style
of working and at the same time it is connected with the rest of the network. These
departments are as follows:-
1) Accounts department
2) Sales and marketing department
3) House keeping
4) Human resource department
5) F&B department
6) Production
7) Engineering
8) IT department
1. ACCOUNTS DEPARTMENT:
This department is considered as the backbone of the hotel operations. It looks into
all the matters related with the finance and cost control. The department is headed
by Financial Controller.He has the full authority and control over the department
and his decisions in this regard are final with the approval of General Manager.
This department is responsible
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The underlying areas of functioning for the accounts department are:
AUDITING
CASHIERING
INFORMATION
TECHNOLOGY
F&B CONTROLS
PURCHASING
RECEIVING
ACCOUNTING
STORES
3. HOUSE KEEPING:
This department is responsible for establishing and maintaining high standards of
cleanliness, for both our external customers (Guests) and internal customers
(employees).The scope of the house keeping responsibilities and duties involve the
following activities :-
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2. Front of the house 5.Laundry 8.Flower Room
3. Back of the house 6.Uniform 9.Pest control 10.Lost&Found
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and to create the cuisine which is beyond customer expectations by providing
modern creative yet authentic food and maintaining high hygiene standards
. It starts from the purchase of food items and ends with the production. Following
are the sub departments comes under the Kitchen
Butchery
Garde Mangér
Patisserie
Banquets
Coffee Shop And Room Service
Pakistani, Thai, Chinese
Staff Canteen
Kitchen Stewarding
7. ENGINEERING:
The Engineering department is responsible for the maintenance of various
mechanical sections of the organization and operational readiness of all
engineering services. It also strives to achieve declining routine complaints and
minimum down time on machineries and equipment. It includes the following
systems under its supervision :-
Plants/Equipments on Board/Location
1. Power Generation / Distribution
2. Heating / Air-conditioning System
3. Hot water system
4. Elevators
5. Sewage Treatment system
6. Water Treatment system
Fire and Safety
1. Water Ring main system
2. Smoke and Heat detectors
3. Fire Alarm Panel
4. Fire Fighting Extinguishers
Horticulture
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8. IT DEPARTMENT:
The Information Technology Department is responsible to design such
technologies for the Hotel that will work efficiently along with the cost control.
Following are the technologies that are used in Faisalabad Serena Hotel:
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PRODUCT OFFERING
Faisalabad Serena Hotel offers a wide variety of products in packages:
Buffet breakfast
Group photograph
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Baggage service
Buffet breakfast
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Group photograph
Baggage service
Buffet breakfast
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Airport pickup and drop
Group photograph
Baggage service
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A- Theme Dinner
Mughlai Dinner
Punjabi Dinner
Balochi Dinner
Jungle Night
B- Excursions
Kalar Kahar
Shopping Trip
Gutwala Park
C- Sports
Basant Mela
Swimming Competition
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Structural Dimensions of Faisalabad Serena Hotel
1. Formalization:
There is a formalized system of the departmentalization at FSH. The company is
divided into formalized departments. These are
1. Front Office
2. Room division
3. House Keeping
4. Engineering
5. Purchase
6. Stewarding
7. Food & Beverages(Kitchen)
8. Food & Beverages(Service)
9. Food & Beverages(Banqueting)
10.Prestige Club
11.Public Relations
12.Sales & Marketing
13.Human Resource Department
14. Accounts
15.Information Technology
2. Specialization:
All departments have been assigned a specialized division of labor. They are
responsible for performing their respective tasks and duties when working
together. They share their duties but they are responsible on their own.
3. Hierarchy of Authority:
Top –Bottom Approach:
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General Manager/Director Operations
Head of the Department
Asst. Head of the department
Section Head
Supervisor
4. Centralization:
Being the multinational company it is working under standard operational
procedures. Such procedures pre determine the set of activities the individual
departments can perform. The General Manager controls the department in the way
that no department could involve into such activities that is out of their SOPs. The
basic concept of centralization in FSH is to control the activities of the departments
in a favorable manner.
5. Professionalism:
In multinational company, the expectations of the clients regarding services are
very high in order to meet and exceed the expectations of the clients; the
companies require a professional work force in order to achieve optimum results.
In Faisalabad Serena Hotel the company hires and trains their workforce to make
them highly professional ion their respective fields to get the maximum satisfaction
from the guests and high profits.
Personnel Ratio:
The details of personnel ratio of the Faisalabad Manning process is given below:
ACCOUNTS 15 4.53%
PERMIT ROOM 3 0.91%
Total 18 5.44%
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HOUSEKEEPING 29 8.76%
LAUNDRY 17 5.14%
Total 46 13.90%
F&B ADMIN. 13 3.93%
F&B SERVICE 45 13.60%
F&B BANQUET 16 4.83%
F&B STEWARDING 22 6.65%
F&B KITCHEN 54 16.31%
Total 150 45.32%
HUMAN RESOURCE 7 2.11%
SECURITY 2 0.60%
STAFF CAFETERIA 5 1.51%
STAFF LOCKERS 2 0.60%
Total 16 4.83%
SALES & MARKETING 4 1.21%
SPORTS & REC. 7 2.11%
Total 11 3.32%
FRONT OFFICE 35 10.57%
T&T 6 1.81%
PURCHASE 4 1.21%
A&G 4 1.21%
ENGINEERING 39 11.78%
PUBLIC RELATIONS 1 0.30%
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PRESTIGE CLUB 1 0.30%
Total 90 27.19%
G.TOTAL: 331 100.00%
GENERAL
MANAGER
EXECUTIVE
SECRETARY
ROOM DIRECTOR DIRECTOR PUBLIC PRESTIGE
FINANCIAL CHIEF DIVISION F&B RELATION
CONTROLLER HUMAN SALES & CLUB
ENGINEER MANAGER MANAGE MANAGE
RESOURCE F&B MARKETING
MANAGER EXECUTIVE MANAGER R R
HOUSE
ASST. KEEPER SALES
AAST. EXECUTIVE &MARKETING
CHIEF
FINANCE CHEF MANAGER
ENGINEER HR FRONT
CONTROL OFFICERS OFFICE
LER MANAGER ASST. SALES
CHIEF MANAGER
REPAIR & STEWARD
PURCHASE SECURITY
MANAGER MAINTAINE
NCE SUPERVISOR SALES
ENGINEER COORDINATOR
CAFETERIA
F&B COST SUPERVISOR
CONTROLER
SHIFT
ENGINEER
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Faisalabad Serena Hotel has developed and positioned itself in the society as a
highly esteemed place and to maintain its position it follows a hierarchy of needs
which increases the organization’s financial stability from step to step as the
organization increases and maintains its path towards excellence.
The strategy establishes the workflow in the marketing department so that each
process within the workflow can be continually evaluated, measured and improved
until the marketing goals are successfully achieved.
VIP TASK MANAGER: VIP Task Manager allows to design and share
marketing goals and strategy in Task List view and build marketing department
workflow. By using this software marketing director can create a structure in Task
Tree view for coordinating all marketing processes toward the attainment of
organizational goals.
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MARKETING PLANNING:-
Marketing planning is sequence of activities leading to the establishing of strategic
planning goals for an organization, and the statement of strategic plans for
attaining them. Basically it is a process for defining what a business should
become and how it can efficiently achieve these goals.
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be repeated next time. If done regularly the tracking of the marketing tactics will
save valuable time and resources and will ensure the implemented tactics are best
suited to maintain and grow the organization.
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In VIP Task Manager the Marketing Director can get task report from the
employees in text or HTML view. A task report may chow current progress, due
dates, assignments, managers’ comments and other. The report may include
custom fields.
CUSTOM FIELDS: They allow to build various measures and KPIs for
evaluating marketing activities.
The Early Bird Report shows the company’s budgets and the details of F&B
discounts on prestige cards.
Event order is also distributed in each and every department which describes the
date, time and location of the event at Faisalabad Serena Hotel. I used to learn,
analyze and distribute all these reports during my training program at FSH.
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2) CONDUCTING MARKETING RESEARCHES
AND MONITORING CUSTOMER NEEDS:-
To introduce products and services into a market and create a value in the mind
of the customers, the managers of the marketing department need clear and
appropriate information. The marketing research provides the facts and directions
that the managers can use to make their important decisions for marketing and
competitive activities.
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revenue. The marketing department is responsible for providing product/service
advertising and promotion. The function of advertising and promotion is especially
important when the organization launches a new brand and it should be promoted
by informing the customers of the brand’s features and advantages.
By using VIP Task Manager, the marketing department can arrange advertising
campaigns and manage promotion activities. The software allows to break down a
campaign into stages and tasks with possibility to track each step of the involved
employees and measure the campaign outcome. VIP Task Manager is convenient
tool for brand and product management.
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ADVERTISING
SALES PROMOTION
MARKETING MATERIALS
PUBLICITY
TRADESHOWS
ADVERTISING:-
This part is oriented towards selection of mass media that will be most effective in
achieving the target market. The marketing department makes decisions about how
mush of advertising budget will be spent on each mass medium.
SALES PROMOTION:-
If it is appropriate to the business, the marketing department can arrange
incorporate sales promotion activities into advertising and promotion plan by such
measures as:
Free samples
Coupons
Product demonstrations
Purchase discounts
Discount cards (e.g. PRESTIGE CLUB CARD of Serena)
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MARKETING MATERIALS:-
Each business includes some of these materials in their promotion plans. The most
common marketing materials are:-
Business cards
Brochures
Leaflets
Service sheets
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PUBLICITY:-
Another part of advertising and promotion plan is publicity. This assumes
arrangement of such measures as :-
Product launches
Special events
Events including community engagement( e.g. EID, and Basant Festivals etc
at Serena Hotels)
Writing articles
Receiving and using customer testimonials
TRADESHOWS:-
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This is not obligatory part of the plan. However it can be incredibly effective
promotion and sales opportunities.
In the task group "Advertising and Promotion Plan" there can be created subgroups
"Advertising", "Sales Promotions", "Marketing Materials", "Publicity", and
"Tradeshows". In each of the subgroups the brand manager and product manager
can add tasks and to-do lists and then assign them to the staff of the marketing
department.
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advertising and promotion plan. The reports include task progress and attempts to
promote the product so that marketing director or the coordinator can analyze
achievements and failures of undertaken campaigns. The reports are also a great
opportunity to accumulate knowledge and experience. It will be applied to
planning a sequence of next promotion activities and advertising campaigns which
will help to communicate with potential customers.
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MAJOR POLICY STATEMENTS
Sometimes it may happen that the gap exists between the planned and achieved
objectives. So when such a gap occurs management either has to change the
strategy to improve performance or to set the objectives more realistic, so a
constant review of objectives is always needed.
In simple words we can say that corporate policy provide broad guidance for
decision making throughout the organization and such guidelines actually link
strategy formulation and implementation. Now on the basis of above objectives we
suggested the following policy statements:
1. Must protect, preserve and play to our strengths:
Strong corporate culture
High quality service
Training and development program
Competent staff
Credit worthiness
Brand recognition
2. Not to give emphasize on cost reduction if the quality of their service is
affected.
3. Not to emphasize on market share at the expense of profitability, as it is
basically meant for business-class people.
4. More emphasize on tourism and review of the overall transport
infrastructure so that more and more people comer for tourism purpose.
5. Emphasize to increase profits through Internet.
6. To create synergies among all business units.
7. Maintaining our tariff rates, we would plan to keep our image as:
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“Exclusively customer oriented”
8. Employees need to discharge duties and obligations honestly, professionally
and diligently so that it helps to improve the overall efficiency level and is
essential for economic growth.
9. Emphasize the following features:
Relationship Marketing
Price bundling / Product bundling
Added benefit to the customer
10.To require its employees to discharge its duties dedicatedly towards the
business and not to engage in any activity, which is against the hotel
business by doing this Serena, will maintain its high standards.
11.Emphasize on an open-door policy so that anyone with a good skills or who
had the ability to fit with in that culture can apply which really helps to
create an enthusiastic environment and leads towards competition among
employees.
12.To work on TQM (total quality management) so that they can satisfy their
customer and can get operational efficiency.
13.Alliances and teamwork are required between the AKFED and government
in order to boost tourism and for national growth.
14.All rates or booking will be subject to availability and may change without
notice.
15.All rates are subject to government applicable taxes.
16.Giving three months training at the start to every newly hired employee, so
that he gets familiar with the culture.
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PROPOSED STRATEGY:
As we all know that hotel industry is highly attractive market because of increasing
trend of tourism, and Faisalabad Serena has a strong competitive position so we
suggested them to opt for growth strategies.
Competitive Position
Strong Average Weak
Growth via vertical
Growth via
integration Retrenchment
High horizontal
Islamabad Serena Turnaround
integration
Hotel
Growth via
Retrenchment
Medium Stability horizontal
Sell out
integration
Growth Growth
Retrenchment
Low Concentric Conglomerate
Liquidation
diversification diversification
G ROWTH S TRATEGY:
In simple words we can say that corporate strategy provide a strategic platform to
handle the business with a common set of strategic capabilities and it really helps
by stating how the company will achieve its mission and objectives.
Vertical integration is really beneficial for Serena hotel, and it gives Islamabad
Serena hotel the following advantages:
Cost can be controlled by eliminating the steps
Can create synergy
Avoid time consuming tasks like Serena hotel is advertising through public
relations with the media people, through magazines, through Pakistan
tourism and in flight advertisement etc.
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Through vertical integration they can differentiate its product and services,
like they are providing their customer with the facility of limousine.
In general we can say that Serena hotel is following the differentiation
strategy as they are providing unique and superior value to their customers
in term of their product quality and services.
Serena hotel is targeting the limited market, which is the upper class or business
class so keeping in view the highly attractive industry they can open a new hotel
for middle class with relatively lower prices. The hotel may start under the same
brand name or with a new name.
STRATEGIC PLAN:
Work with American Airline to develop alliance to reduce their marketing
cost and to increase market share.
Within one-year initiate a program to analyze and review the overall
transport infrastructure so that more and more people come up for tourism
purpose.
In addition to attracting new visitors, it is important to broaden the current
tourism base, both in terms of time and geography. In order for this effort to
be effective, Serena must work with regional organizations and statewide
industry associations that are already successfully promoting tourism, and
encourage and support regional groups to expand their capacity to promote
tourism.
Geographically expanding the firm activities by going into other major cities
and acquire market share.
Strengthen the climate of support that exists for the tourism industry by
communicating the economic benefits of responsible tourism development
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to the general public as well as to the state and local government
representatives.
MEASURING THE HOTEL BUSINESS PLAN
Motivating managers and measuring their performance are key challenges of any
organization. Financial results are typically the basis for gauging management’s
effectiveness, however, the drivers of financial results are management’s
performance in the areas of marketing effectiveness, sales, revenue management,
sound labor relations, quality assurance systems and financial systems, hygiene
and control, amongst other things.
The Hotel Management Balanced Scorecard measure the Hotel’s management
performance in implementing the four areas of the Business Plan (Marketing,
Quality, Staff and Finance).
It also recognizes that, at any stage, the four focus areas may not be of equal
critical importance to the Hotel, in periods of high, sustainable occupancies,
marketing may be of lesser importance than maintaining GUEST service and
quality. Each ‘plan’ has an adjustable ‘weighting’ factor.
The measurement of achieved results against goals set in all four weighted areas
constitutes the measurement methodology of the Hotel Management Balanced
Scorecard, giving an overall performance score for the Hotel, as a whole, plus
scoring each contributing focus area (Marketing, Quality, Staff and Finance).
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SWOT ANALYSIS OF FAISALABAD SERENA HOTEL
STRENGTHS WEAKNESSES
Serena Hotel is one of the Best Chain of .A good and well-reputed organization should
hotels in Pakistan. They have five overcome its weaknesses, in this way
branches in Pakistan and 20 branches company can achieve its goals. So within the
outside Pakistan and it is the first five star context of Serena hotel we come to know the
hotels in Islamabad. Following are the following weaknesses:
strengths of Islamabad Serena hotel:
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STRENGTHS WEAKNESSES
1.L ocation & B est P roperty: 1.H igh C ost:
Their main strength is that they have the Serena Hotel is expensive because
best location and property in Faisalabad as basically it was made only for high-class
compare to others. people. Majority of people of Pakistan
cannot enjoy its services because of high
rates. The main reason of Serena’s high
prices is that, its cost is really high which
includes all like HR cost, services, training,
technological advancements etc.
2.S trong C ulture: 2.A ggressive L eadership:
As we know Pakistan is a country of many Their leadership style is aggressive they are
different traditions and magnificent new because they have just started their
background. Its people come from a business is Islamabad. They are fail to handle
variety of ethnic groups and religions. So or expected customers. They don’t have any
the philosophy of Serena Hotels is to suggestion box system so the employees and
protect these people and their environment guests cannot express their feelings and ideas
whilst ensuring hotel guests have a in written form; it has to be done verbally.
memorable stay in the group’s exclusive
hotels.
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STRENGTHS WEAKNESSES
4.R ecreation and H ealth : 4.L imited T arget M arket:
The Health Club of the Islamabad Serena One of the biggest weaknesses of the Serena
hotel, features an outdoor heated pool. hotel is that they have a limited target market.
Well-equipped ladies and gents’ gym, Their basic approach is the only high class or
minutes away from the hotel are, golf, the business class and the middle class cannot
tennis and horse riding facilities and afford to stay in that five star hotel.
walking tracks around the hotel are easily
accessible.
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OPPORTUNITIES THREATS
Opportunity means an area in Organizational threats means an area in
environments that, if exploited, may environments that increases the difficulty of an
generate high performance. Within the organization’s achieving high performance. So
context of Serena Hotel they have the when we talk about threats to Serena hotel we
following opportunities: can say that they are facing the following
threats:
Conclusion:
For Faisalabad Serena Hotel projects are an investment on which resources are
used to create assets that will produce benefits over an expanded period of time. It
is a unique process, consisting of a set of coordinated and controlled activities with
start and finish dates, undertaken to achieve an objective conforming to specific
requirements, including the constraints of time, cost and resources.
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To sum up Faisalabad Serena Hotel has many competitors and its main competitor
in the market is Pearl Continental hotel. But PC has not stepped completely into
the market yet.So in this situation it is compulsory for Faisalabad Serena Hotel to
organize their projects and packages accordingly, so that they can maintain their
position in the market. New strategies must also be adopted.
RECOMMENDATIONS:
There is an award given as supervisor and employee of the month, the prize
money is not sufficient to balance the performance of the winner.
The compensation policy is required to be revised. The starting salary is not
good enough to attract the competitive candidate. we have lost very good
candidates just because we are unable to attract them through our compensation
practices
The training period is too long. Once the employee completed the training of an
year he left the job because of some better opportunity so the money and time
effort spend on the trainee is wasted all over
There are issues regarding taking the employee on contract to the permanent
vacancy. Employees get demotivated to work for many years on contract some
times not on the contract even just on the casual basis.
The females when not married are given the medical allowances just for their
personal use. they have their immediate families who also should be given the
medical facility
The telemarketers working in the Prestige club are just working without any
basic pay and not given the rights as per given to the permanent employees.
They are working form last 5-6 years. They are the one who attract and
maintain the hotel prestige club members should be given due privileges
Some competitive strategies are needed to implement to increase the sales
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keeping in view of the tough competition in the banqueting sector. That sector
can generate revenues if tackle with competent strategies.
In the services department skilled permanent work force is required in case of
banqueting services required in the events
The event management is an essential part of the F & B and this department is
required to hire competent people to make a team that can handle all sort of
events in an appropriate way.
The hiring practices are also in sort of some steps. Advertising is helpful to
acquire competent pool of candidates. And we are unable to get a pool of
candidates that suits our job requirements.
The turnover rate is getting higher managers need to figure out the root cause
and solve all the issues to retain the good employees
The training need analysis should be formally take place to ensure what are the
areas needs training to achieve optimum results. These can be in-house and out-
house training schedules.
References:
PROJECT MANAGEMENT
o A systems Approach to Planning, Scheduling and Controlling by Harold Kerzner,
PhD
http://www.wikipedia.com
http://www.serenahotels.com.pk
http://www.google
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