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INTERNSHIP REPORT ON FAISALABAD SERENA HOTEL
PREPARED BY

ZUNAIRA SHAFIQUE

BBA-FA06-044 BBA (Hons.)

SEMESTER: 8TH SESSION: 2006-2010 MAJOR IN MARKETING

DEPARTMENT OF MANAGEMENT SCIENCES

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The University Of Faisalabad
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……………………………………………………
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Centralization……………………………………………………………… Professionalism…………………………………………………………….. Personnel Ratio………………………………………………………………. Organizational Hierarchy Of Faisalabad Serena Hotel…………………………………….. Organizational Hierarchy Of Needs For Fsh………………………………………………. What I Learned During My Training At Faisalabad Serena Hotel In The Marketing Department…………………………………………………………….. Development Of Marketing Goals And Strategy…………………………………….......... Vip Task Manager………………………………………………………………………….. Marketing Planning………………………………………………………………………… Tracking Marketing Tactics………………………………………………………………… Use Of Vip Task Manager In Tracking……………………………………………………... Reporting And Analyzing Marketing Plan…………………………………………………. Use Of Vip Task Manager In Reporting…………………………………………………….. Early Bird Report, Action Plan And Event Order…………………………………………… Conductinf Marketing Researches And Monitoring Customer Needs…………………………………………………………………. Advertising And Promotion…………………………………………………………………… Creating Advertising & Promotion Plan……………………………………………………….. Keeping The Advertising & Promotions Plan Under Control………………………………….. Serena’s Pricing Strategy……………………………………………………………………….. Major Policy Statements………………………………………………………………………… Proposed Strategy………………………………………………………………………………. Growth Strategy………………………………………………………………………………… Strategic Plan……………………………………………………………………………………. Measuring The Hotel Business Plan, The Hotel Management Balanced Scorecard……………………………………………. Swot Analysis Of Faisalabad Serena Hotel………………………………………………. Concusion…………………………………………………………………………………
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Recommendations………………………………………………………………………… References………………………………………………………………………………… EXECUTIVE SUMMARY This report is the practical part of the most vital practice of our BBA (Hons. The sole objective is to get a practical manipulation of a business organization.) -Marketing program. 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. After that the various departments . product offerings and structural dimensions of the organization have been explained. 6 . then the mission. and in the end summing up with some conclusions and recommendations. In the next part pricing strategy. the reporting system and various promotional activities being adopted and strategies being used. 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. values. vision. objectives and philosophy of the company are described. policy statements. about the sales and marketing department. In the first phase of the report there is the general introduction about the company. This report has been written to know how big organizations like Serena Hotels manage their teams to achieve their common goals.

Faisalabad Serena Hotel was inaugurated in 1987 by the President of Pakistan General Muhammad Zia-ul-Haq. Serena Group Of Hotels is a part of this company. In addition to Pakistan. The expansion plan of the company includes development of hotels in northern and the southern regions of Pakistan. formerly Lyallpur. Government of Pakistan. Uganda. Islamabad. The Aga Khan Fund for Economic Development S. Afghanistan and Tajikistan.A. The company is committed to work hand in hand with the Government of Pakistan in developing tourism in Pakistan. Mozambique. Faisalabad and Quetta Serena hotels have been designed and built according to the Serena standard. Faisalabad. with a population of over five million. over 20 Serena Hotels and Inns are being run professionally in Kenya. Gilgit and Hunza. 7 . The city is known as Manchester of Pakistan for its rich Textile industry. followed by 6% holding by the Industrial Promotion Services (Pakistan) Limited.. The Corporate Office and the Hotels are being managed by a team of professionals. Quetta. in a cotton and wheat growing area. The Company owns and manages hotels in Islamabad. Tanzania. 1984. Swat. Swat and Gilgit Serena hotels are located amidst the most scenic areas of Pakistan and cater mostly to the leisure travelers.INTRODUCTION TO FAISALABAD SERENA HOTEL BRIEF HISTORY: Faisalabad city. 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. another project of AKFED and the remaining 2% by Government of Pakistan through Pakistan Tourism Development Corporation and Ministry of Tourism. Zanzibar. incorporating the local architectural characteristics of the Region. 92%. They are committed to provide full support to their associates for delivering the best possible.e. efficient and personalized services to their guests. Switzerland (AKFED) holds majority of the shareholding i. the city is located in the North East of Pakistan.

which offer Continental. business centre and the restaurants. the Hotel also provides conference rooms. health club. Chinese Pakistani and Bar-Be-Que cuisine. LOCATION OF FAISALABAD SERENA HOTEL: 8 .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.

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10 . yet refined ambiance. providing management and our team members with an environment which enables all of us to deliver operating standards beyond the level of our guests’ expectations. They pledge to provide the finest personal services and facilities to their guests who will always enjoy a warm.  Faisalabad Serena Hotel will regularly arrange training of staff internally and in national institutions to have professional and motivated staff. Motto at Faisalabad Serena Hotel is “Together we strive to become what we were meant to be”. which will mean genuine caring approach toward its guests.  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 is a place where the genuine care and comfort of the guest is their mission.  Faisalabad Serena Hotel will reflect the image of trendsetter in service and standard through professional training and personal development. relaxed.  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. resulting in satisfactory returns to our stakeholders.SERENA MISSION STATEMENT “Our mission is to create buildings of outstanding ethnic design offering the highest standards of service and product.

construction and operation. pesticides and other toxic substances. with indigenous plant material reinforcement.  We must conserve rather than exploit nature. which pay the highest regard to environmental concerns in design.  We will be sensitive towards the monitoring of the interests of the local population including their traditions.” CORPORATE ENVIRONMENTAL MISSION STATEMENT Serena’s corporate environmental mission statement contains the following parts:  We are committed to developing projects. culture and future development. control of sewage disposal.SERENA VISION STATEMENT “The Goal of our organization is to meet and exceed guest’s expectations. species and scenic aesthetics and to achieving landscape enhancement where possible. reduce use of unfriendly products such as Chloro Floro Carbon’s (CFC’s).  We will be sensitive to the conservation of environmentally protected or threatened areas. planning. reduce noise and visual pollution. FAISALABAD SERENA HOTEL FACILITIES 11 .  We will practice a responsible attitude towards energy conservation. reducing and recycling waste. air – emission and pollutants.

Continental cuisine and Hi Tea with live music.  Health Club  Swimming pool and sun-deck  Pool Bar  Tennis Court  Squash Court  Gymnasium  Shopping Arcade  Baby-sitting.There are diverse varieties of facilities provided by FSH which includes: 144 guest Rooms and Suites  Complimentary Airport Shuttle Service  Rent-a-car  Concierge  Multilingual staff  Laundry Shop  The Executive Floor and Jasmine Floor offer additional facilities for our guests such as a Private Lounge area. children’s meals  Conference/Events Centre  24-hour Business Centre  WI-FI Internet access  Flat screen TV with a variety of Channels  24-hour Forex  Room Service. coffee and light snacks.  Xuelian Restaurant with Chinese. Café and Ice Cream Parlour. Meeting Room and Butler Service. 12 . Business Center.  The Seasonal Barbeque at the Basant Court featuring traditional provincial food with live music  Lobby Lounge serves tea. additional beds/cots.  Jharoka.  Lyallpur Coffee Shop  Fine-dining Restaurant serving Pakistani. Japanese and Thai specialty Cuisines.

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 . cumulatively. developmental and operational activities of Serena are designed in such a manner that these activities deliver sustainable value to the society at large. 13 . The CSR Programme at Serena is known as SEED (Serena Environmental and Educational Development Programme). 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. community and environment. Now we are moving towards a challenging feature of our corporate responsibility. CORPORATE SOCIAL RESPONSIBILITY Sustainable Development The CSR Programme at Serena is inspired and derived from His Highness Aga Khan’s vision of “Holistic development where organizations play an essential role in the provision of social services”. Serena interacts with companies’ workforce. with a revised Crisis Management Plan in place so as to tackle any unforeseen incident. Environment. Valet Parking. The social. Serena encourages open and transparent business practices that are based on ethical values and respect for its employees. for the engagement in the local communities and for the recognition that brand names depend not only on quality. There has been an increase in security checks.  In House Laundry and Dry Cleaning same day service  24-hour doctor on call  Power (240V/ 3 pin square. for the best working practices. up-gradation of equipment. as well as to shareholders.and is instead an all year round responsibility that Serena accepts for the environment around it. This Programme underpins a broad CSR response in the areas of Culture. Governance and Society. price and uniqueness but on how.plugs/shaver sockets)  Special dietary needs available with advance notice  Faisalabad Serena Hotel pays particular care and attention towards the security and well-being of hotel guests. communities and the environment. This programme follows the concept of an organization being a social enterprise where the business needs are synergized with the social outcomes.

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.THE ECO-VIEW AT FSH 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. 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. 14 . F ive Y ears O bjectives: When we talk about Islamabad Serena hotel their next five years objectives include the following: 1. 2. 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.

C ontribute T o N ational G rowth: Tourism is a sector of Pakistan's economy that has significant potential and a country can increase the foreign earnings with the help of tourism. 6. P roviding a C limate o f E nthusiasm: They are committed to every one at Serena hotel by providing a caring and motivating. as the employees will be motivated.3. 4. Tourism Promotion Services owns and manages fifteen 15 . 5. they have an objective over the next five years to bringing out the best people though effective training and meaning full carrier and personal development and by encouraging individuality and initiative. Their primary business objective is to maximize current returns to the shareholders by increasing cash flow available to pay distributions and provide long-term total returns to shareholders. W orking T ogether a s C olleagues: They emphasize on sharing responsibility. accountability and recognition through a climate of teamwork. because this thing will ultimately help to improve their overall efficiency. As an industry leader. Their success will result in investment returns that are consistently among the best hotel industry. Operating under the “Serena” brand name. and rewarding environment. B eing t he B est: Faisalabad Serena hotel has an objective to become an innovative leader in the hotel industry and to continuously improve their products and services. They will seek from their supplier highest quality of product and services at the best value. 7. D elivering S hareholder V alue: They are being committed to be growing company.

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. 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.hotels in East Africa and Asia. T o C reate A n A lliances: Increase business from Internet sources and through partnerships. 9. 8. which will definitely brings a huge amount of revenues on regular basis. 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. Besides earning foreign exchange and increasing employment and manpower development. SERENA CORPORATE MANAGEMENT PHILOSOPHY SERENA HOTEL _________________ OUR TEAM OUR PRODUCT OUR GUEST OUR OWNER DEPARTMENTS IN FAISALABAD SERENA HOTEL 16 . tourism can contribute to national growth in more qualitative ways.

This department is responsible    To support other operational departments. ACCOUNTS DEPARTMENT: This department is considered as the backbone of the hotel operations.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. To be accurate in bookkeeping system. 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.He has the full authority and control over the department and his decisions in this regard are final with the approval of General Manager. To maximize hotel profitability. It should ensure effective Management Information System and implementation of controls & procedures. It looks into all the matters related with the finance and cost control. The department is headed by Financial Controller. The underlying areas of functioning for the accounts department are: 17 .

Lost&Found 4.Flower Room 9.The scope of the house keeping responsibilities and duties involve the following activities :1.2. Front of the house 3. SALES AND MARKETING DEPARTMENT: This department plays a vital role in attracting customers and runs promotional campaigns. It functions like a bridge in between the workers and management. for both our external customers (Guests) and internal customers (employees).Uniform 7. HUMAN RESOURCE DEPARTMENT: Human Resource Department is one of the most important parts of the Faisalabad Serena Hotel back of the house management team. Back of the house 4.Linen 8. F&B DEPARTMENT: 18 . It serves to handle all the matters regarding attracting. There is Human Resource Manager who manages the whole department and its functioning along with the assistant HR-Manager and HR-Officer The sub departments or sections HR-Dept looks into are as follows:  Time Office  Staff Cafeteria Satoon 5. retaining and compensating the employees. 3.Laundry 6. Housekeeping control desk 2.Minibar 5. HOUSE KEEPING: This department is responsible for establishing and maintaining high standards of cleanliness.Pest control 10. It overlooks all the matters that help to develop smooth employment relations all over the Hotel to achieve maximum output from the employees.

Thai. Following are the sub departments comes under the Kitchen ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ Butchery Garde Mangér Patisserie Banquets Coffee Shop And Room Service Pakistani. The key objectives of F & B ( Kitchen) is to enhance the dining experience of the guests and to create the cuisine which is beyond customer expectations by providing modern creative yet authentic food and maintaining high hygiene standards . Chinese Staff Canteen Kitchen Stewarding 7. This department is headed by F&B director. It also strives to achieve declining routine complaints and minimum down time on machineries and equipment. It starts from the purchase of food items and ends with the production.The word F&B stands for Food and Beverages. The main duties assigned are: Provision of quality food to the guests  Serving and related matters  Maintenance of food items 6. PRODUCTION: The Food & Beverages department when comprised of the production division involves the kitchen having the specialized production area and wide range of cooking equipment that helps for cooking of different types of meals. ENGINEERING: The Engineering department is responsible for the maintenance of various mechanical sections of the organization and operational readiness of all engineering services. It includes the following systems under its supervision :- 19 .

5. 4. Following are the technologies that are used in Faisalabad Serena Hotel:       FOH( Front of the House): Fox Pro DOS(2. 3. IT DEPARTMENT: The Information Technology Department is responsible to design such technologies for the Hotel that will work efficiently along with the cost control. 2. 6. 4.1. Plants/Equipments on Board/Location Power Generation / Distribution Heating / Air-conditioning System Hot water system Elevators Sewage Treatment system Water Treatment system Fire and Safety Water Ring main system Smoke and Heat detectors Fire Alarm Panel Fire Fighting Extinguishers Horticulture Responsible for maintaining landscaping and indoor and outdoor plants. 3. 2. 1.6) BOH ( Back of the House):Accounts & Purchase MIS Plan ACT Technology for Sales & Banqueting: Oracle(8) Online Guest Comments: Data base periodically 2 Domains: way of communication 2 work groups : Experiences of guests through C-Net # Technology almost 300 computers are connected  FTB: Fire Transfer Protocol  75 Personal Computers connected with in the offices 20 . 8.

 Digital Exchange 4400 BA & BX made by Alcatel  Digital Computerized Exchange    Self-Developed Software: EI(Exchange Interface) Working on Prestige Club Management System Multimedia and sound system controls in the Events PRODUCT OFFERING Faisalabad Serena Hotel offers a wide variety of products in packages: Serena Suites (Floor 1) Serena Executive Floor (Floor 1) Serena Jasmine Floor (Floor 1) Serena Vacation Package Serena Summer Package Serena Wedding Package CONFERENCE PACKAGES OF SERENA Serena Conference (A) ∗ ∗ ∗ ∗ ∗ Well appointed rooms Buffet breakfast Buffet lunch (2 main courses ) Buffet dinner (3 main courses) 2 tea breaks with cookies / snacks 21 .

7.500 + Tax Serena Conference (B) ∗ ∗ ∗ Well appointed rooms Buffet breakfast Buffet lunch (2 main courses ) 22 .000 + Tax Rs. 9. 8.∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ Meeting room with available audiovisual aids Up-gradation of rooms to Jasmine Floor Spouse stay free (room only) Free use of internet / email in business center Airport pickup and drop Group photograph Newspaper in every room Baggage service Welcome drink on arrival Free use of recreational facilities Multimedia on nominal charges Minimum size Single Room Double Room Triple Room 25 and above Room Nights Rs.500 + Tax Rs.

∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ Buffet dinner (3 main courses) 2 tea breaks with cookies / snacks Meeting room with available audiovisual aids Up-gradation of rooms to Jasmine Floor Airport pickup and drop Group photograph Newspaper in every room Baggage service Welcome drink on arrival Free use of recreational facilities Multimedia on nominal charges Minimum size Single Room Double Room Triple Room 50 and above room nights Rs. 8. 7.500 + Tax Rs. 9.000 + Tax Rs.500 + Tax Serena Conference (C) ∗ Well appointed rooms 23 .

500 + TaxTriple Room Rs.∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ Buffet breakfast Buffet lunch (2 main courses ) Buffet dinner (3 main courses) 2 tea breaks with cookies / snacks Meeting room with available audiovisual aids Up-gradation of rooms to Jasmine Floor Airport pickup and drop Group photograph Newspaper in every room Baggage service Welcome drink on arrival Free use of recreational facilities Multimedia on nominal charges Minimum size Single Room Double Room  100 and above room nights Rs. 7.500 + Tax Rs. 8.500 + Tax Special Theme dinners can be arranged on additional charges 24 . 6.

visit of historic “Havelly”  Kalar Kahar  Shopping Trip 25 .Theme Dinner  Mughlai Dinner  Punjabi Dinner  Balochi Dinner  Jungle Night  Mexican Theme Night B.Excursions  Excursion to River Chenab.Optional Activities At Faisalabad Serena Hotel A.

 Khewra Salt Mines  Gutwala Park C.Sports  Floodlight Cricket Match  Basant Mela  Swimming Competition 26 .

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Food & Beverages(Service) 9. ∗ General Manager/Director Operations ∗ Head of the Department 28 . Food & Beverages(Kitchen) 8. The company is divided into formalized departments. Food & Beverages(Banqueting) 10. 3.Information Technology 2. Hierarchy of Authority: Top –Bottom Approach: The hierarchal structure practicing in FSH is Top-Bottom approach. Purchase 6. Final authority lies in General Manager or Director Operations that is delegated to the lower level of management. Accounts 15.Prestige Club 11.Human Resource Department 14. Room division 3. Engineering 5. Formalization: There is a formalized system of the departmentalization at FSH. They share their duties but they are responsible on their own.Sales & Marketing 13. Front Office 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. These are 1. Stewarding 7.Public Relations 12.Structural Dimensions of Faisalabad Serena Hotel 1. House Keeping 4.

44% 8.14% 29 . Such procedures pre determine the set of activities the individual departments can perform. Head of the department ∗ Section Head ∗ Supervisor 4. The General Manager controls the department in the way that no department could involve into such activities that is out of their SOPs.∗ Asst. Centralization: Being the multinational company it is working under standard operational procedures. The basic concept of centralization in FSH is to control the activities of the departments in a favorable manner.76% 5. 5.91% 5. 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. Professionalism: In multinational company. Personnel Ratio: The details of personnel ratio of the Faisalabad Manning process is given below: DEPARTMENT Total %Age ACCOUNTS PERMIT ROOM Total HOUSEKEEPING LAUNDRY 15 3 18 29 17 4. 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.53% 0.

21% 1.00% 30 .TOTAL: 46 13 45 16 22 54 150 7 2 5 2 16 4 7 11 35 6 4 4 39 1 1 90 331 13.21% 11.31% 45.57% 1.Total F&B ADMIN. Total FRONT OFFICE T&T PURCHASE A&G ENGINEERING PUBLIC RELATIONS PRESTIGE CLUB Total G.81% 1.60% 4.60% 1.83% 1.19% 100. F&B SERVICE F&B BANQUET F&B STEWARDING F&B KITCHEN Total HUMAN RESOURCE SECURITY STAFF CAFETERIA STAFF LOCKERS Total SALES & MARKETING SPORTS & REC.60% 4.83% 6.11% 3.51% 0.93% 13.21% 2.32% 10.30% 27.30% 0.65% 16.90% 3.11% 0.78% 0.32% 2.

ORGANIZATIONAL HIERARCHY OF FAISALABAD SERENA HOTEL ORGANIZATIONAL HIERARCHY OF NEEDS FOR FSH 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. 31 .

WHAT I LEARNED DURING MY TRAINING AT FAISALABAD SERENA HOTEL IN THE MARKETING DEPARTMENT The workflow of marketing department is defined by its functions.  2) Conducting marketing researches and monitoring customer needs. 32 .  3) Promotion and advertisements. researching. branding. All these responsibilities can be gathered in several main functions of the marketing department. conducting customer surveys. Most organizations have marketing division responsible for marketing strategy. public relations and creating of corporate style. promoting. These functions are as follows: 1) Development of marketing goals and strategy.

what goals will be set and what strategies should be applied to attaining effective advertising campaigns. 33 .1) DEVELOPMENT OF MARKETING GOALS AND STRATEGY:One of the most important functions of the marketing department is to design a set of written goals. Basically it is a process for defining what a business should become and how it can efficiently achieve these goals. VIP TASK MANAGER: VIP Task Manager allows to design and share marketing goals and strategy in Task List view and build marketing department workflow. MARKETING PLANNING:Marketing planning is sequence of activities leading to the establishing of strategic planning goals for an organization. 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. measured and improved until the marketing goals are successfully achieved. The strategy establishes the workflow in the marketing department so that each process within the workflow can be continually evaluated. objectives and strategies for marketing activities of the organization. what marketing instruments will be used. This means establishing rules and business concept of how the organization will conduct itself on the market. The marketing department develops a market based business strategy that provides unique value to the customers on all services and products of the organization. and the statement of strategic plans for attaining them.

the strategic marketing planning process can be improved and optimized. the organization can not define which marketing tactics brought the best outcomes for the business and which should or should not be repeated next time. USE OF VIP TASK MANAGER IN TRACKING:In VIP Task Manger each task and process can be tracked and evaluated by the managers.” TRACKING MARKETING TACTICS:It is essential that with any implemented marketing plan the marketing department should take the time to track its success. By using VIP Task Manager.The process of marketing planning is a part of marketing strategy. This process assists the organization in development of marketing plans based on the market insights and gained from market segmentation and market mapping. 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. 34 . and Calendar View to create a schedule for daily/weekly/monthly activities. In Task Tree View there can be created to-do lists for marketing specialists and managers. VIP Task Managers’ users will find that they are able to manage marketing plans more efficiently and perform tasks within deadlines and without delays to carry out marketing tactics. FOR EXAMPLE. The manager of the marketing department will be able to make better decisions about assigning tasks and allocating resources. Marketing Director can . If not tracking and evaluating the execution of marketing plan. “Marketing Director can use Task Tree View to breakdown marketing plan into stages.

The report may include custom fields. Every reporting period ( a week. due dates. A task report may chow current progress. Watch to-do lists of the employees. so that if necessary.  Leave comments on what an employee should do to complete a task in time and according to schedule. a quarter) it is a good idea to keep track of whether the business is meeting sales forecasts. ACTION PLAN AND EVENT ORDER:35 . CUSTOM FIELDS: They allow to build various measures and KPIs for evaluating marketing activities. Once the plan is implemented. the marketing department considers what results should be achieved. The actual results should be reported to the Marketing Director so that it will be possible to conduct analysis of the marketing tactics and determine whether they were successful. managers’ comments and other. The department can compare actual results with the ones it estimated to see if the plan was successful.  Track what tasks are being performed at the moment. REPORTING AND ANALYZING MARKETING PLAN:Before implementing a new marketing plan next time. assignments. USE OF VIP TASK MANAGER IN REPORTING:In VIP Task Manager the Marketing Director can get task report from the employees in text or HTML view. the marketing department can amend current expenses or implement additional marketing tactics to ensure the business reached sales and marketing goals. a month.  Prioritize procrastinated tasks. EARLY BIRD REPORT.

g. time and location of the event at Faisalabad Serena Hotel. and every department then acts upon it . An Action Plan is developed and distributed in all the major departments whenever an event is going to take place at the hotel e. I used to learn.The following pages will show what I learned during my training program and what kind of reports were made and analyzed by the sales office. analyze and distribute all these reports during my training program at FSH. 1) CONDUCTING MARKETING RESEARCHES AND MONITORING CUSTOMER NEEDS:36 . Event order is also distributed in each and every department which describes the date. an action plan is developed for TOMBOLA NIGHT . in which all the actions required by a specific department are listed. The Early Bird Report shows the company’s budgets and the details of F&B discounts on prestige cards.

USE OF VIP TASK MANAGER IN ADVERTISING AND PROMOTION:By using VIP Task Manager.To introduce products and services into a market and create a value in the mind of the customers. Through creative advertising and promotion a business can attract new customers and gain more revenue. the marketing department can arrange advertising campaigns and manage promotion activities. 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. the marketing department can use VIP Task Manager. In Calendar View the managers can create schedules for marketing researches and set due dates per task. each marketing research can be created as a project with appropriate stages and to-do lists. The software allows to break down a campaign into stages and tasks with possibility to track each step of the involved 37 . The marketing research provides the facts and directions that the managers can use to make their important decisions for marketing and competitive activities. the managers of the marketing department need clear and appropriate information. 2) ADVERTISING AND PROMOTION:Finding new customers is the key challenge for every business. The marketing department is responsible for providing product/service advertising and promotion. By using this software. USE OF VIP TASK MANAGER IN MARKETING RESEARCH AND MONITORING:To organize the workflow for managing market research and monitoring customer needs.

SALES PROMOTION:If it is appropriate to the business. VIP Task Manager is convenient tool for brand and product management. CREATING ADVERTISING AND PROMOTION PLAN:The advertising and promotion function of the marketing department describes how the unique selling proposition will be delivered to the prospective customers. The marketing department makes decisions about how mush of advertising budget will be spent on each mass medium. 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 38 . While there are many different promotion methods available to the department. The advertising and promotion plan may consist of the following parts:- ADVERTISING:This part is oriented towards selection of mass media that will be most effective in achieving the target market. what distinguishes an effective advertising and promotion plan from an inefficient one is a focus that the unique selling proposition provides.employees and measure the campaign outcome. The advertising and promotion plan offers a range of advertising and promotional opportunities that will allow to address the advertising message and the product concept to the target audiences throughout the market.

g. PRESTIGE CLUB CARD of Serena) MARKETING MATERIALS:Each business includes some of these materials in their promotion plans. 39 . Discount cards (e. The most common marketing materials are: Business cards  Brochures  Leaflets  Service sheets Serena Hotel uses all of these marketing materials.

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This assumes arrangement of such measures as : Product launches  Special events  Events including community engagement( e. and Basant Festivals etc at Serena Hotels)  Writing articles  Receiving and using customer testimonials 41 .g.PUBLICITY:Another part of advertising and promotion plan is publicity. EID.

the coordinator can get notifications on task changes. it is necessary to check whether the campaign is running according to the plan. and "Tradeshows". In VIP Task Manager the coordinator can use Filter Bar to track the campaign status by columns "Status". Tasks can be grouped and filtered by columns "Due date" and "Complete" so that the coordinator could see uncompleted tasks. KEEPING THE ADVERTISING AND PROMOTION PLAN UNDER CONTROL:Control over the implementation of the advertising and promotion plan is kept by the marketing department. "Publicity". "Sales Promotions". If you plan sponsor a community event. sales agents. often in cooperation with PR department. In the task group "Advertising and Promotion Plan" there can be created subgroups "Advertising". As a coordinator of advertising campaigns and promotion activities. or conduct an email campaign. For example. marketing researchers.TRADESHOWS:This is not obligatory part of the plan. the brand and product manager should be informed about current campaign progress and outstanding issues the employees face in their work. BUILDING TASK REPORTS:At the end of promotion and advertising activities the marketing department creates reports on the tasks and activities that have been done. 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. Besides. The department tracks and monitors the course of advertising campaigns and controls tasks performance of promotion specialists. "Marketing Materials". and advertising copywriters. you'll want to include it in your 42 . However it can be incredibly effective promotion and sales opportunities.

 Use pricing strategically to guide our business to long-term profitability rather than reactively to solve short-term problems.advertising and promotion plan. both for Rooms and F & B to be able to retain the customers and at the same time maximize the profitability. Pricing products and services is a strategic problem that requires coordination of many functional areas. The reports are also a great opportunity to accumulate knowledge and experience. SERENA’S PRICING STRATEGY:Too often Serena’s pricing specialists treat pricing as a tactical problem in financial analysis of sales management. they need to do the following:  Change customer’s price perceptions to capture more value.  Determine which value added alternatives to price competition are appropriate for us. 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. PRICING STRATEGY THROUGH DISCOUNT OFFERS: 43 . The above facts and their inflationary impacts are taken into consideration. while increasing the prices. It will be applied to planning a sequence of next promotion activities and advertising campaigns which will help to communicate with potential customers. The ability to manage effective pricing affects a company’s growth and profitability more quickly and directly than any other strategic decision.  Evaluate the real financial implications of pricing decisions. To be able to reach at a right decision.

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So when such a gap occurs management either has to change the strategy to improve performance or to set the objectives more realistic. Maintaining our tariff rates. as it is basically meant for business-class people. Must protect. 3. 5. 2. 6. 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. Not to give emphasize on cost reduction if the quality of their service is affected. so a constant review of objectives is always needed. we would plan to keep our image as: 45 . Now on the basis of above objectives we suggested the following policy statements: 1. 4. preserve and play to our strengths: ∗ Strong corporate culture ∗ High quality service ∗ Training and development program ∗ Competent staff ∗ Credit worthiness ∗ Brand recognition 1. To create synergies among all business units. Emphasize to increase profits through Internet. More emphasize on tourism and review of the overall transport infrastructure so that more and more people comer for tourism purpose. Not to emphasize on market share at the expense of profitability.MAJOR POLICY STATEMENTS Sometimes it may happen that the gap exists between the planned and achieved objectives.

5. To require its employees to discharge its duties dedicatedly towards the business and not to engage in any activity. Employees need to discharge duties and obligations honestly. 46 . Emphasize the following features: ∗ Relationship Marketing ∗ Price bundling / Product bundling ∗ Added benefit to the customer 1. 2. Giving three months training at the start to every newly hired employee. which is against the hotel business by doing this Serena. All rates are subject to government applicable taxes. 7. Alliances and teamwork are required between the AKFED and government in order to boost tourism and for national growth. professionally and diligently so that it helps to improve the overall efficiency level and is essential for economic growth. 6. 2. so that he gets familiar with the culture. will maintain its high standards. 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.∗ “Exclusively customer oriented” 1. To work on TQM (total quality management) so that they can satisfy their customer and can get operational efficiency. 4. All rates or booking will be subject to availability and may change without notice. 3.

and Faisalabad Serena has a strong competitive position so we suggested them to opt for growth strategies.PROPOSED STRATEGY: As we all know that hotel industry is highly attractive market because of increasing trend of tourism. through magazines. through Pakistan tourism and in flight advertisement etc. Competitive Position Strong Average Growth via vertical Growth integration horizontal Islamabad Serena integration Hotel Growth Stability Growth Low Concentric diversification horizontal integration Growth Conglomerate diversification Weak via Retrenchment Turnaround via High Medium Retrenchment Sell out Retrenchment Liquidation 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. 47 . 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. Vertical integration is really beneficial for Serena hotel.

The hotel may start under the same brand name or with a new name. Through vertical integration they can differentiate its product and services.  In addition to attracting new visitors.  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. it is important to broaden the current tourism base. STRATEGIC PLAN:  Work with American Airline to develop alliance to reduce their marketing cost and to increase market share. Serena hotel is targeting the limited market. In order for this effort to be effective. Serena must work with regional organizations and statewide industry associations that are already successfully promoting tourism. 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.  Geographically expanding the firm activities by going into other major cities and acquire market share. 48 . both in terms of time and geography. and encourage and support regional groups to expand their capacity to promote tourism. 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.  Strengthen the climate of support that exists for the tourism industry by communicating the economic benefits of responsible tourism development to the general public as well as to the state and local government representatives.

sound labor relations. plus scoring each contributing focus area (Marketing. hygiene and control. Staff and Finance). sales. sustainable occupancies. Quality. marketing may be of lesser importance than maintaining GUEST service and quality. quality assurance systems and financial systems. amongst other things. 49 . in periods of high.MEASURING THE HOTEL BUSINESS PLAN The Hotel Management Balanced Scorecard Motivating managers and measuring their performance are key challenges of any organization. It also recognizes that. Financial results are typically the basis for gauging management’s effectiveness. The measurement of achieved results against goals set in all four weighted areas constitutes the measurement methodology of the Hotel Management Balanced Scorecard. at any stage. revenue management. Staff and Finance). however. Each ‘plan’ has an adjustable ‘weighting’ factor. the four focus areas may not be of equal critical importance to the Hotel. the drivers of financial results are management’s performance in the areas of marketing effectiveness. as a whole. Quality. giving an overall performance score for the Hotel. The Hotel Management Balanced Scorecard measure the Hotel’s management performance in implementing the four areas of the Business Plan (Marketing.

So within the context of Serena hotel we come to know the following weaknesses: 50 . Following are the WEAKNESSES .SWOT ANALYSIS OF FAISALABAD SERENA HOTEL STRENGTHS Serena Hotel is one of the Best Chain of hotels in Pakistan. They have five branches in Pakistan and 20 branches outside Pakistan and it is the first five star hotels in Islamabad. in this way company can achieve its goals.A good and well-reputed organization should overcome its weaknesses.

The main reason of Serena’s high prices is that.S trong C ulture: As we know Pakistan is a country of many different traditions and magnificent background. technological advancements etc. WEAKNESSES 1.H igh C ost: Serena Hotel is expensive because basically it was made only for high-class people.H igh Q uality S ervices: . it has to be done verbally. 2. If they establish their branches in Lahore and Karachi Hotel Limousine. 2. 3. A ggressive L eadership: Their leadership style is aggressive they are new because they have just started their business is Islamabad. They don’t have any suggestion box system so the employees and guests cannot express their feelings and ideas in written form. Majority of people of Pakistan cannot enjoy its services because of high rates.L ocation & B est P roperty: Their main strength is that they have the best location and property in Faisalabad as compare to others. services. ∗ Providing services like Free local calls / faxes / Internet. its cost is really high which includes all like HR cost. training.N o B ranch i n O ther M ajor C ities: Serena hotel provide different services like Serena don’t have its branches in big cities of ∗ Airport pick-up and drop by Pakistan like Lahore and Karachi. So the philosophy of Serena Hotels is to protect these people and their environment whilst ensuring hotel guests have a memorable stay in the group’s exclusive hotels. laundry/pressing/dry-cleaning ∗ Small boardrooms and meeting 51 3. They are fail to handle or expected customers. They can gain more goodwill and benefits. Its people come from a variety of ethnic groups and religions. fruit basket. daily newspaper.strengths of Islamabad Serena hotel: STRENGTHS 1.

travel desk. golf. Their basic approach is the only high class or the business class and the middle class cannot afford to stay in that five star hotel. employee in improving professional competence. 5. tennis and horse riding facilities and walking tracks around the hotel are easily accessible.T raining and D evelopment 5. minutes away from the hotel are. shopping arcade. all the staff and passenger stay in Marriott Hotel which 52 . WEAKNESSES 4. skills. STRENGTHS 4.L imited T arget M arket: One of the biggest weaknesses of the Serena hotel is that they have a limited target market.H igh T ariff R ates: P rogram: The other weakness of the Serena hotel is that They have training and development program for their employees and their have high tariff rate due to which their primary purpose of training is to assist the services are the most expensive in Islamabad. features an outdoor heated pool.R ecreation and H ealth : The Health Club of the Islamabad Serena hotel.N o A lliances w ith A irlines: Another weakness of Serena Hotel is that they don’t have any alliance with multinationals companies .For example Marriott Hotel have alliance with British Air Ways. ladies and gents’ hair salon. Well-equipped ladies and gents’ gym. ∗ The hotel features 24-hour Room Service. knowledge and overall abilities so that the personal growth is enhanced and also the needs of the business are met in an appropriate and organized manner 6.C ompetent S taff: One of the biggest strength of Serena hotel is that they have competent and skilled employees who are available at the proper time and performing the tasks that meet 6. and in-house doctor.facilities are available as well.

Besides earning foreign exchange and increasing employment and manpower development. may generate high performance. T rend to T ourism: Operating under the “Serena” brand name. O pening of S heraton H otel Sheraton Hotel is going to open its branch in Islamabad and it is big threat for Serena Hotel. Within the context of Serena Hotel they have the following opportunities: Organizational threats means an area in environments that increases the difficulty of an organization’s achieving high performance. 7. Since Sheraton Hotel is very established hotel in Karachi and many people are familiar with the services of Sheraton Hotel so it is a rumor that Sheraton hotel will be started within next two years in Islamabad. By doing this they can keep hold on to their old customers and can attract new tourists. tourism can contribute to national growth in more qualitative ways.C redit W orthiness: The credit worthiness of Serena hotel is very high because everyone is well familiar with the Aha Khan Fund For Economic Development so if they want to get loan they can easily get it OPPORTUNITIES THREATS Opportunity means an area in environments that. if exploited. So Serena hotel has an opportunity to introduce more attractive packages because the tourism trend is continuously increasing and as the Islamabad Serena hotel is on its growing stage so they have to lower their prices to gain more and more share in the market.which is a main threat for the Faisalabad Serena Hotel. So when we talk about threats to Serena hotel we can say that they are facing the following threats: 1.the needs of the Hotel. 53 . and then in Faisalabad . brings huge amount of revenues on regular basis. Tourism Promotion Services owns and manages fifteen hotels in East Africa and Asia. 1.

E xisting C ompetitors: The existing threats for Serena Hotel are Marriott Hotel. who are so much financially strong and multinationals.Alliance w ith A irlines & S hipping C orporation: Serena hotel has a great opportunity to create an alliance with airlines because it really helps them to increase their revenues as well as will boost the tourism so they have a great opportunity to get maximum revenue out of it. because if the regulations or policies are not stick then they will fail to stabilize their prices and packages and ultimately the customers will suffer. because there are no such competitors. 3. Basically we can say that there is no as such threat they are facing. 2. I ndus H ighway : The construction of Makran costal and Indus highway give more opportunities regarding tourism and ultimately will be beneficial for the Serena hotel as well. Holiday inn. 54 .E stablish N ew B ranches: Serena Hotel has a great opportunity to establish their branches in major cities of Pakistan like Lahore and Karachi. Because Karachi is corporate city in Pakistan there is also seaport and International airport in Karachi and most of the business class come from that side.C onstruction o f M akran C ostal. 3. Pearl Continental.2.C hanging G overnment R egulations: The changing government rules regarding tax and holding to the food industry is also a big threat for Faisalabad Serena hotel. 4. 4. but to some extent we can say that their competitors like Marriott and Pearl Continental are threats for the Faisalabad Serena hotel because if they start lowering their prices or offer more attractive packages then it may possible that their customers move to them.S trong C ompetition: Strong completion among the existing competitors is also a big threat for Faisalabad Serena hotel because the switching cost of the customer from one hotel to an other is very low so it may possible that if the customer is not satisfied with any particular service of Serena hotel he then move to Marriott or Pearl continental.

Employees get demotivated to work for many years on contract some times not on the contract even just on the casual basis. 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. so that they can maintain their position in the market. including the constraints of time. New strategies must also be adopted. undertaken to achieve an objective conforming to specific requirements. cost and resources.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.  The compensation policy is required to be revised. The starting salary is not good enough to attract the competitive candidate. To sum up Faisalabad Serena Hotel has many competitors and its main competitor in the market is Pearl Continental hotel. RECOMMENDATIONS:  There is an award given as supervisor and employee of the month. consisting of a set of coordinated and controlled activities with start and finish dates. the prize money is not sufficient to balance the performance of the winner.  The females when not married are given the medical allowances just for their 55 . It is a unique process.So in this situation it is compulsory for Faisalabad Serena Hotel to organize their projects and packages accordingly. we have lost very good candidates just because we are unable to attract them through our compensation practices  The training period is too long. But PC has not stepped completely into the market yet.

 The hiring practices are also in sort of some steps. References: ∗ PROJECT MANAGEMENT ○ A systems Approach to Planning. That sector can generate revenues if tackle with competent strategies. 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 keeping in view of the tough competition in the banqueting sector.  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.personal use. Scheduling and Controlling by Harold Kerzner. 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. 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 outhouse training schedules. Advertising is helpful to acquire competent pool of candidates. They are working form last 5-6 years. PhD 56 .

∗ ∗ http://www.com.wikipedia.serenahotels.pk ∗ http://www.google 57 .com http://www.