1

Marketing report
MODULE: Marketing communications
Module leader: Sir Hassan Ali Khan
Submit to: Sir Hassan Ali Khan
Group name: Go green
Groupmates:
[TAHA ZULFIQAR
HAMZA REHMAN
MUDASSIR ALI]
Word Count: 2534

Table of contents
                
         1.1   ………   Purpose   …………………………………………....
         1.2   ………   Introduction   ……………………………………….
         1.3   ………   Current Marketing Mix   ……………………………
         1.4   ………   Current Customers   …………………………………
         1.5   ………   Strengths and Weaknesses   …………………………
         1.6   ………   Recommendations   …………………………………
         1.7   ………   Conclusion   …………………………………………
1.8   ………   References    …………………………………………
 2

Purpose of report:
The main purpose of finalizing this report is to give the reader a clear
concept of PC hotels Pakistan and its relation to different aspects of
marketing such as:
(1) An overview of the current marketing mix and its relevance to the
organization.
(2) Identify and define the current customer/s.
(3) Identification of the organizations current problems and strengths.
(4) Select and define a future target market.
(5) Present recommendations for a new marketing mix that will take
the product/service into the future.

Introduction:
Introduction of hotel industry in Pakistan
Subsequently in 1947, the hospitality profession has remained in
Pakistan. This business subsidizes a large proportion in country’s
economy and revenue. There were not many hotels operating in the
start, nevertheless as time passes, the country saw a fast installation of
inherent and intercontinental hotels. The hotel Mehran is an example
of early native hotels. In late 80s, the best growth in building trade was
seen then some in early 90s. the number of hotels within the country
enhanced in 1991 by showing a growth of 26% with the quickest
growth within the range of hotels seen in 1993 and then tapered off to
2.4% in 1995 before raising the bar once more in 1996.

Introduction of PC hotels Pakistan

 3

PC hotels stands for Pearl Continental hotels Pakistan. PC hotels is a

five-star chain of hotels currently operating in 8 cities of Pakistan
namely:
 Karachi
 Lahore
 Rawalpindi
 Peshawar
 Gwadar
 Muzaffarabad
 Malam-Jabba
 Bhurban
The branches of Pearl Continental hotels were attained by the Hashoo
cluster in 1985, before that the hotels were named as Inter-Continental
hotels being owned by the company Pakistan Services Limited (PSL),
after acquiring this company the name of the Inter-Continental hotels
was changed to Pearl Continental hotels. Pearl Continental hotels
enjoys being a sign of indulgence in Pakistan. The hotel consists of a
number of well-known eateries while the conference halls, all of them
can be divided into three categories each, with the latest visual
resources, which includes a video presentation structure, high-end
projects, slide projectors, and audio recordings equipment, which helps
to make the meeting / conferences a comprehensive achievement. To
fulfill the needs and wants of clients, many other recreational activities
are provided for example, chauffeur driven services on request,
laundry, concierge, flower shop, travel company, car rental service, car
park, medics, authorized money changer, women's beauty salon &
 4

men's hairdressing salon. The visitor can also use hotel’s leisure
services such as Swimming pool, tennis court and gymnasium.

Introduction of hashoo group

Beneath the guidance of Sadruddin Hashwani, a group of Hashoo firms
came into being, over a passage of thirty years he changed this firm
into one of the most profitable firms of Pakistan by his hard work and
passion in this career. Initially he started with Cotton merchandise then
gradually enhanced the hospitality sector of Pakistan. Then developed a
successful chain of 5-star hotels in Pakistan lie Peal Continental hotels
and Marriott hotels Karachi and Islamabad respectively. Now the
Hashoo group has eight branches of PC hotels in Pakistan and two
franchises pf Marriott hotel. The Hashoo group also has stakes in the
examination oil and gas, mining, ceramic ware, pharmaceuticals, as well
as in travel and tourism. Mr. Sadr Uddin Hashwani is currently planning
to step in the business of Information Technology (IT). Hashoo group is
currently planning to launch four additional 5-star hotels at the
following locations in Pakistan:
 Mirpur (Azad Kashmir)
 Hayatabad (KPK)
 Attabad lake (Hunza, Gilgit-Baltistan)
 Multan (Punjab)

An overview of the current marketing mix and its

relevance to the organisation
Marketing:
 5

Marketing refers to certain steps that a company takes to promote

their brand, product or a service to the mass audience. Marketing is not
just about selling or buying but to understand anticipate and satisfy the
needs and wants of your audience.
Marketing mix:
Marketing mix is a foundation model for businesses to adapt centered
around the 4ps of marketing which are as follows:
 Product
 Price
 Place
 Promotion
Product:
Product here determines to the goods and facilities a business retails to
its upcoming clients. The product must be good enough to anticipate
fulfill the needs and wants of the client.
Price:
The hunk of cash that a provider sets intended for his merchandise is
considered as price. Standard prices of rooms in a PC hotel are standard
double or twin PKR 13,293.45 executive double doom PKR 15,262.86
deluxe suite PKR 31,510.41.
Place:
The way of locating the product is considered as the third ‘P’ of
marketing which is named as place. Place Determines the terrestrial
location where buyers look for the merchandise and amenities.
Promotion:
 6

The component ‘promotion’ in the marketing mix includes the publicity

to support the certain facilities and merchandise. Various tactics takes
place to uplift the invention in the souk.

customer
service service
satisfactio
quality features
n
Identify and define current customers.
Current customers:
 Businessmen
 Local and Foreign Tourists
 Foreign diplomats
 Corporate Sector Employees

 Businessmen
Businessmen are those people who have some kind of their own setup
running either it be in commerce, cars, real estate etc. They lie to visit
 7

PC to spend leisure time with family friends and relatives. To enjoy their
holidays the visit resort properties of PC hotel such as PC Bhurban, PC
Malam Jabba, PC Muzaffarabad.

• Local and Foreign Tourists:

Local and foreign tourists love to visit PC hotels because it is located
in every major city of Pakistan at strategic locations. Pearl tour is a
travel and tour company which also offers their services to tourists
to plan their stay and to visit different tourist attractions in Pakistan.
• Foreign diplomats:
Diplomats are special representatives of every nation that work at
the government level. Foreign dignitaries usually visit PC hotels for
their conference, exhibitions, food festivals and for gala dinners.
• Corporate Sector Employees:
Corporate sector in Pakistan consists of banks, other financial related
agencies, private companies and different IT related industries.

PEARL CONTINENTAL (PC) CURRENT PROBLEMS AND

STRENGTHS
Current problems and strengths:
Employee training is an important aspect of the modern hospitality
industry since it allows employees to become acquainted with
current hotel management practices and processes. Training, in
actuality, is both a formal and informal procedure for improving
employee performance. As a result, putting in place an effective
training program at all levels of administration has a substantial
outcome on employee performance. The current study investigated
the relationship between different training courses and employee’s
 8

performance in performing various jobs at the Pearl Continental

Hotels in three major Pakistani cities: Karachi, Rawalpindi, and
Peshawar. This study looked into the relationship between worker
and drill constraints such as age, gender, experience, time spent on
training, overall training exam scores and the six performance
dimensions are as follows:
1) work security
2) career readiness
3) hotel sanitation
4) bodily capability
5) Room preservation
6) Prepare for several sorts of customer service with guests.
A questionnaire was used to collect the data, which contained a
worker training as well as performance inventory. The values for
various training parameters and the degree of their link with
performance aspects were determined using a multi regression model.
Employee training and subsequent performance in performing various
activities were found to have a substantial correlation. Employees who
had undergone training were shown to be more capable of doing
specific duties, and vice versa. Nearly most dominant questions in the
Pakistani hotel business are advised to be handled by first doing a
training need valuation for hotel personnel, then delivering training
programs to targeted staff, and then estimating the physical activity.
The programs are now over. Hosting is a diverse sector with a wide
range of benefits. Both skilled and unskilled people have a variety of job
opportunities. The hotel industry has always gotten a lot of attention
since it caters to a wide range of people, whether they are tourists,
businesspeople, or everyday people who are travelling and need a
 9

place to stay. Training is critical for increasing employee capacity, and

hotel training programs are designed to improve employee
performance so that they can satisfy the needs of targeted clients in a
timely and cost-effective manner. According to the findings of this
study, there is a strong link between individual training settings and the
performance qualities that result. Because their abilities and abilities
and knowledge are increased, employees with more on-the-job
experience perform better. You have more skills as a result of your
more on-the-job experience. In reality, employee’s expertise allows
them to develop consistency in performing various tasks on a regular
basis, allowing them to eliminate errors. Any flaws or mistakes in their
final performances Employees who spent more time getting various
sorts of training did better, according to the statistics, because the
more time they spend getting training, the more opportunity they have
to learn new things. Because the training examination examines the
level of acquired skills produced by employees after completing
training, employees who obtained high scores on the training
examination performed better. The study of the relationship between
employee training and performance is crucial for today’s managers,
because modern business trends demand higher efficiency, accuracy,
and effectiveness in less time. Only through designing, building, and
deploying software can this be accomplished. Staff training programs
that are great.

Future target market:

The Pearl Continental Hotels in major cities of Pakistan are popular
business locations since they cater to both local and international
guests. As a result, these hotels are a significant source of revenue for
both the hotel owners and Pakistan in the long run. The overall success
of these hotels in providing diverse services to targeted consumers
 10

depending on their needs determines their productivity and the ability

and competency of the employees who work in these hotels
determines their performance. The amount and type of training that
employees receive has a significant impact on their skill and proficiency
levels. As a result, the matter has been handled. that the Pearl
Continental Hotels employee’s performance is tied to their training in
Karachi, Rawalpindi, and Peshawar. the greater the more you train, the
better your results will be. Practice makes a man perfect.
As Hashoo group is opening new hotels in following locations such as
 Mirpur (Azad Kashmir)
 Hayatabad (KPK)
 Attabad lake (Hunza, Gilgit-Baltistan)
 Multan (Punjab
These hotels are about to be open in upcoming hotels in top tourist
attractions in Pakistan. These hotels can target many local and
foreign tourists visiting these places and provide them better
facilities than one can expect. Opening of these hotels (Pearl tours) a
travel and tourism company working closely with PC hotels Pakistan
can also accommodate the people coming in PC hotel properties to
generate as much revenue as possible.

Recommendations for the future marketing mix

The term marketing mix was coined by N. H. Borden, a professor at
Harvard Business School. It describes a combination of the four
inputs (product, pricing structure, distribution system, and
advertising) that make up the core of a company’s marketing system.
Marketing Mix is a complete marketing program for your company.
This includes decisions about products, prices, locations and
 11

promotions. These four factors vary from company to company, and

each company should define its own set to account for its unique
marketing environment. The marketing mix obliges as the relation
among the commercial enterprise and its clients.

Definition:
Stanton defines Marketing as, “Marketing mix is the term used to
describe the combination of the four inputs which constitute the
core of a company’s marketing system — the product, the price
structure, the promotional activities and the distribution system.”

Recommendations:
 Pearl Continental must have its own guidelines clearly setting out
the rights and functions relevant to its intended purpose. This will
lead to democratic rule and avoid rebaptism.
 Company policies must be clearly defined and planned, which will
lead to effective management and implementation overnight.
Balanced room and food rates should be charged against other
competitors.
 in the local hospitality industry, such as
 Holiday Inn Lahore
 Avari Lahore.
 For better results, lower-level workers need to be influenced by
top management.

The Pearl Continental Hotel organization does not endorse or

guarantee high performance in terms of money. There is a formal
performance appraisal form for all employees associated with the
remuneration system. There is a serious problem, in my opinion,
 12

because authentication is very independent. Because of its bias, the

system can lead to mistakes, and because it is related to the prize
system, the errors are exaggerated as well as persistent. The
remuneration system must include the following monetary rewards:
 Awarded Worker of the Month
 Worker of the Year Award
 Reward for politeness
 The outline of some workplaces wishes to be amended.
 Attendants must be assigned to invitees, particularly
foreigners.

Conclusions:
Pearl Continental Hotels is a leader in the Pakistan’s hotel industry with
a reputable name and image. Its future plans of expanding its target
market it will surely take the company to new heights due to its
excellent services and years of experience. PC hotels are eyeing to open
4 more branches in different tourist spots in Pakistan to attract more
tourists with their exceptional service in terms of hospitality.

References:
 Zhang, Q., Ahmad, S., Muhammad, Y., Ahmad, W.,
Irfan, M., Saqib, Z. A., & Cao, M. (2019, July). The
Impact of Terrorism on the Financial Performance
of Pearl Continental Hotel Peshawar. In 2019 16th
 13

International Conference on Service Systems and

Service Management (ICSSSM) (pp. 1-6). IEEE.

 Ullah, A. (2016). Effect of perceived quality of

service on customer loyalty: A case of Pearl
Continental Hotel services. City University Research
Journal, 6(1).

 Afaq, F. U., Yusof, R., Khan, A., Azam, K., &

Thukiman, K. (2011). Employees’ training and
performance relationship in hospitality sector-A
case of pearl continental hotel, Karachi, Pakistan.
International Review of Business Research Papers,
7(3), 149-158.

 Ul Afag, F., Md Yusoff, R., Khan, A., Azam, K.,

& Thukiman, K. (2011). Employee training and
performance appraisal in the hospitality sector. A
case of pearl continental hotel, Karachi,
Pakistan. International Review of business research
papers, 7(3), 149-158.
 14

 Khattak, A. N., Rehman, S., & Rehman, C. A.

(2014). Organizational success through corporate
trainings: A case study of hotel industry of
Pakistan. Journal of Business Studies
Quarterly, 6(1), 167.

 Brown, T., Churchill, G., & Peter, J. (1993).

Improving the measurement of service quality.
Journal Of Retailing, 69(1), 127-139. doi:
10.1016/s0022-4359(05)80006-5

 Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V.

(1993). A Dynamic Process Model of Service
Quality: From Expectations to Behavioral
Intentions. Journal Of Marketing Research, 30(1), 7-
27. doi: 10.1177/002224379303000102

 Tsaur, S., & Lin, Y. (2004). Promoting service quality

in tourist hotels: the role of HRM practices and
service behavior. Tourism Management, 25(4), 471-
481. doi: 10.1016/s0261-5177(03)00117-1
 15

 Garavan, T. (1997). Interpersonal skills training for

quality service interactions. Industrial And
Commercial Training, 29(3), 70-77. doi:
10.1108/00197859710165056

 Czepiel, J. (1990). Service encounters and service

relationships: Implications for research. Journal Of
Business Research, 20(1), 13-21. doi: 10.1016/0148-
2963(90)90038-f