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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. This report has been written to know how big organizations like Serena Hotels manage their teams to achieve their common goals. about the sales and marketing department. 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. objectives and philosophy of the company are described. In the next part pricing strategy. policy statements. values. then the mission. After that the various departments . In the first phase of the report there is the general introduction about the company. 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.) -Marketing program. product offerings and structural dimensions of the organization have been explained. the reporting system and various promotional activities being adopted and strategies being used. 6 . vision. and in the end summing up with some conclusions and recommendations. The sole objective is to get a practical manipulation of a business organization.

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

LOCATION OF FAISALABAD SERENA HOTEL: 8 . Besides all the living amenities through guest rooms. the Hotel also provides conference rooms.The Faislabad Serena Hotel has 144 rooms all decorated to reflect the vibrant colors of the Punjabi people and culture of Faislabad. business centre and the restaurants. health club. which offer Continental. Chinese Pakistani and Bar-Be-Que cuisine.

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

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

Café and Ice Cream Parlour. coffee and light snacks. Meeting Room and Butler Service. additional beds/cots. Japanese and Thai specialty Cuisines. Business Center.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.  The Seasonal Barbeque at the Basant Court featuring traditional provincial food with live music  Lobby Lounge serves tea.  Jharoka.  Lyallpur Coffee Shop  Fine-dining Restaurant serving Pakistani. 12 .  Xuelian Restaurant with Chinese. Continental cuisine and Hi Tea with live music. 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.  Health Club  Swimming pool and sun-deck  Pool Bar  Tennis Court  Squash Court  Gymnasium  Shopping Arcade  Baby-sitting.

Environment.and is instead an all year round responsibility that Serena accepts for the environment around it. The social.  In House Laundry and Dry Cleaning same day service  24-hour doctor on call  Power (240V/ 3 pin square. price and uniqueness but on how. with a revised Crisis Management Plan in place so as to tackle any unforeseen incident. for the best working practices. Serena encourages open and transparent business practices that are based on ethical values and respect for its employees. Valet Parking. This Programme underpins a broad CSR response in the areas of Culture. developmental and operational activities of Serena are designed in such a manner that these activities deliver sustainable value to the society at large. Governance and Society. community and environment. 13 . 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”. cumulatively. 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 . This programme follows the concept of an organization being a social enterprise where the business needs are synergized with the social outcomes. for the engagement in the local communities and for the recognition that brand names depend not only on quality. 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. Now we are moving towards a challenging feature of our corporate responsibility. There has been an increase in security checks. and the contribution we make to reduce the sufferings around us. communities and the environment. The CSR Programme at Serena is known as SEED (Serena Environmental and Educational Development Programme). up-gradation of equipment.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. as well as to shareholders. Serena interacts with companies’ workforce.

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. 2. 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 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.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. 14 .

accountability and recognition through a climate of teamwork. as the employees will be motivated. 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. P roviding a C limate o f E nthusiasm: They are committed to every one at Serena hotel by providing a caring and motivating. Their success will result in investment returns that are consistently among the best hotel industry. Operating under the “Serena” brand name. They will seek from their supplier highest quality of product and services at the best value. and rewarding environment. 5. 6. 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. Tourism Promotion Services owns and manages fifteen 15 . because this thing will ultimately help to improve their overall efficiency. As an industry leader. 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. 4. 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. 7. D elivering S hareholder V alue: They are being committed to be growing company. W orking T ogether a s C olleagues: They emphasize on sharing responsibility.3.

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

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

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. for both our external customers (Guests) and internal customers (employees).Minibar 5.2. Housekeeping control desk 2. 3.Linen 8.Uniform 7.Flower Room 9.Lost&Found 4. It overlooks all the matters that help to develop smooth employment relations all over the Hotel to achieve maximum output from the employees. It functions like a bridge in between the workers and management. F&B DEPARTMENT: 18 . It serves to handle all the matters regarding attracting. HOUSE KEEPING: This department is responsible for establishing and maintaining high standards of cleanliness. Back of the house 4. SALES AND MARKETING DEPARTMENT: This department plays a vital role in attracting customers and runs promotional campaigns.The scope of the house keeping responsibilities and duties involve the following activities :1. retaining and compensating the employees. HUMAN RESOURCE DEPARTMENT: Human Resource Department is one of the most important parts of the Faisalabad Serena Hotel back of the house management team.Pest control 10.Laundry 6. Front of the house 3.

Thai. 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 . Following are the sub departments comes under the Kitchen ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ Butchery Garde Mangér Patisserie Banquets Coffee Shop And Room Service Pakistani.The word F&B stands for Food and Beverages. This department is headed by F&B director. 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. It includes the following systems under its supervision :- 19 . It also strives to achieve declining routine complaints and minimum down time on machineries and equipment. Chinese Staff Canteen Kitchen Stewarding 7. The main duties assigned are: Provision of quality food to the guests  Serving and related matters  Maintenance of food items 6. It starts from the purchase of food items and ends with the production. ENGINEERING: The Engineering department is responsible for the maintenance of various mechanical sections of the organization and operational readiness of all engineering services.

1. 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. 4.1. 3. 3. Following are the technologies that are used in Faisalabad Serena Hotel:       FOH( Front of the House): Fox Pro DOS(2. 4. 2. 5. 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. 8.6) 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 . 6.

 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 .

9.000 + Tax Rs.500 + Tax Rs.∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ 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. 8.500 + Tax Serena Conference (B) ∗ ∗ ∗ Well appointed rooms Buffet breakfast Buffet lunch (2 main courses ) 22 . 7.

∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ 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.500 + Tax Serena Conference (C) ∗ Well appointed rooms 23 .000 + Tax Rs. 9.500 + Tax Rs. 7. 8.

∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ ∗ 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.500 + Tax Rs. 7. 8.500 + Tax Special Theme dinners can be arranged on additional charges 24 .500 + TaxTriple Room Rs. 6.

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

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

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

The basic concept of centralization in FSH is to control the activities of the departments in a favorable manner. Centralization: Being the multinational company it is working under standard operational procedures. 5. The General Manager controls the department in the way that no department could involve into such activities that is out of their SOPs.76% 5.∗ Asst.91% 5.14% 29 . Professionalism: In multinational company.53% 0. 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. the expectations of the clients regarding services are very high in order to meet and exceed the expectations of the clients. Such procedures pre determine the set of activities the individual departments can perform. the companies require a professional work force in order to achieve optimum results. Head of the department ∗ Section Head ∗ Supervisor 4.44% 8.

83% 6.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 13.93% 13.60% 1.21% 2.65% 16.32% 2.30% 0.19% 100.60% 4.32% 10.11% 0.31% 45.21% 11.51% 0.90% 3.00% 30 .57% 1.78% 0.81% 1. Total FRONT OFFICE T&T PURCHASE A&G ENGINEERING PUBLIC RELATIONS PRESTIGE CLUB Total G.83% 1.11% 3.Total F&B ADMIN.21% 1. 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% 4.30% 27.

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 .

32 . These functions are as follows: 1) Development of marketing goals and strategy. promoting. branding. Most organizations have marketing division responsible for marketing strategy. public relations and creating of corporate style.  3) Promotion and advertisements. researching. All these responsibilities can be gathered in several main functions of the marketing department. conducting customer surveys.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.

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

The manager of the marketing department will be able to make better decisions about assigning tasks and allocating resources. By using VIP Task Manager.” TRACKING MARKETING TACTICS:It is essential that with any implemented marketing plan the marketing department should take the time to track its success. This process assists the organization in development of marketing plans based on the market insights and gained from market segmentation and market mapping. Marketing Director can . In Task Tree View there can be created to-do lists for marketing specialists and managers. 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. “Marketing Director can use Task Tree View to breakdown marketing plan into stages. the strategic marketing planning process can be improved and optimized. and Calendar View to create a schedule for daily/weekly/monthly activities. 34 . 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. If not tracking and evaluating the execution of marketing plan. USE OF VIP TASK MANAGER IN TRACKING:In VIP Task Manger each task and process can be tracked and evaluated by the managers. 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.The process of marketing planning is a part of marketing strategy. FOR EXAMPLE.

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

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

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

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 . 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.employees and measure the campaign outcome. While there are many different promotion methods available to the department. SALES PROMOTION:If it is appropriate to the business. 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. 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. VIP Task Manager is convenient tool for brand and product management.

 Discount cards (e. 39 . PRESTIGE CLUB CARD of Serena) 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 Serena Hotel uses all of these marketing materials.g.

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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. This assumes arrangement of such measures as : Product launches  Special events  Events including community engagement( e. EID.

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

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

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

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

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. through Pakistan tourism and in flight advertisement etc.PROPOSED STRATEGY: As we all know that hotel industry is highly attractive market because of increasing trend of tourism. 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. and Faisalabad Serena has a strong competitive position so we suggested them to opt for growth strategies. Vertical integration is really beneficial for Serena hotel. 47 . through magazines.

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

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

Following are the WEAKNESSES .A good and well-reputed organization should overcome its 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. So within the context of Serena hotel we come to know the following weaknesses: 50 . in this way company can achieve its goals.

training. If they establish their branches in Lahore and Karachi Hotel Limousine. They can gain more goodwill and benefits. 3. They don’t have any suggestion box system so the employees and guests cannot express their feelings and ideas in written form. 2. fruit basket. WEAKNESSES 1.H igh C ost: Serena Hotel is expensive because basically it was made only for high-class people.S trong C ulture: As we know Pakistan is a country of many different traditions and magnificent background.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. laundry/pressing/dry-cleaning ∗ Small boardrooms and meeting 51 3. A ggressive L eadership: Their leadership style is aggressive they are new because they have just started their business is Islamabad.strengths of Islamabad Serena hotel: STRENGTHS 1. services. ∗ Providing services like Free local calls / faxes / Internet. The main reason of Serena’s high prices is that. its cost is really high which includes all like HR cost. it has to be done verbally. 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. 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. technological advancements etc. They are fail to handle or expected customers. 2.H igh Q uality S ervices: . daily newspaper. Its people come from a variety of ethnic groups and religions.

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. Well-equipped ladies and gents’ gym.N o A lliances w ith A irlines: Another weakness of Serena Hotel is that they don’t have any alliance with multinationals companies . employee in improving professional competence.R ecreation and H ealth : The Health Club of the Islamabad Serena hotel. ∗ The hotel features 24-hour Room Service. tennis and horse riding facilities and walking tracks around the hotel are easily accessible.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. minutes away from the hotel are.For example Marriott Hotel have alliance with British Air Ways. travel desk. skills. 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. all the staff and passenger stay in Marriott Hotel which 52 . 5. shopping arcade. and in-house doctor. WEAKNESSES 4. golf.T raining and D evelopment 5. ladies and gents’ hair salon.facilities are available as well. 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.

brings huge amount of revenues on regular basis. if exploited.the needs of the Hotel. 7. 1.which is a main threat for the Faisalabad Serena Hotel. Besides earning foreign exchange and increasing employment and manpower development. and then in Faisalabad . tourism can contribute to national growth in more qualitative ways. 53 . Tourism Promotion Services owns and manages fifteen hotels in East Africa and Asia. may generate high performance. T rend to T ourism: Operating under the “Serena” brand name. 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. 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. 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. So when we talk about threats to Serena hotel we can say that they are facing the following threats: 1.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. 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.

4. 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. who are so much financially strong and multinationals.E xisting C ompetitors: The existing threats for Serena Hotel are Marriott Hotel.2. Pearl Continental. 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 there are no such competitors. 4. 2.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. 3. 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.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. 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. 3.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. Basically we can say that there is no as such threat they are facing. 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. Holiday inn.

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

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. Scheduling and Controlling by Harold Kerzner. PhD 56 . These can be in-house and outhouse training schedules. Advertising is helpful to acquire competent pool of candidates.  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. And we are unable to get a pool of candidates that suits our job requirements. They are working form last 5-6 years.  The hiring practices are also in sort of some steps. 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.  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. References: ∗ PROJECT MANAGEMENT ○ A systems Approach to Planning.

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

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