Contents

CHAPTER 1 ..................................................................................................................................................... 3 INTRODUCTION TO HOTEL INDUSTRY .................................................................................................... 4 HISTORY OF HOTELS .......................................................................................................................................... 4 HISTORY OF HOTELS IN PAKISTAN ........................................................................................................... 4 TYPES OF HOTELS ......................................................................................................................................... 5 HISTORY OF HOTELS IN PAKISTAN ........................................................................................................... 6 THE DECLINE IN HOTEL INDUSTRY OF PAKISTAN ................................................................................ 6 CHAPTER 2 ..................................................................................................................................................... 8 INTRODUCTION OF ORGANIZATION .................................................................................................... 9 GROUP PROFILE .......................................................................................................................................... 9 PAKISTAN SERVICE LIMITED ................................................................................................................... 10 INTRODUCTION ........................................................................................................................................... 10 CORPORATE PROFILE ........................................................................................................................................ 12 BOARD OF DIRECTORS ...................................................................................................................................... 12 INTRODUCTION OF PC HOTEL RAWALPINDI ................................................................................... 15 VISION ............................................................................................................................................................ 16 ORGANIZATIONAL STRUCTURE .............................................................................................................. 17 GOALS AND FOCUS: .................................................................................................................................... 17 GROWTH PROFILE ....................................................................................................................................... 18 PROFITABILITY ............................................................................................................................................ 19 MANAGEMENT STRUCTURE AT PC ......................................................................................................... 21 IMMENSE SERVICES AND FACILITIES .................................................................................................... 23 OPERATIONS MANAGEMENT ................................................................................................................... 29 CHAPTER 3 ................................................................................................................................................. 33 MARKETING ................................................................................................................................................... 34 THE MARKETING PROCESS ....................................................................................................................... 34 ANALYZING MARKETING OPPORTUNITIES ....................................................................................................... 34 SELECTING TARGET MARKETS ......................................................................................................................... 34 DEVELOPING THE MARKETING MIX ................................................................................................................. 34 MANAGING THE MARKETING EFFORTS ............................................................................................................. 35 MARKETING ENVIRONMENT ................................................................................................................ 35 MICRO ENVIRONMENT...................................................................................................................................... 35 MARKETING INTERMEDIARIES .......................................................................................................................... 36 CUSTOMERS...................................................................................................................................................... 36 COMPETITORS................................................................................................................................................... 36 THE ORGANIZATION'S MACRO ENVIRONMENT .................................................................................. 37 DEMOGRAPHIC ENVIRONMENT ......................................................................................................................... 37 ECONOMIC ENVIRONMENT ............................................................................................................................... 37 TECHNOLOGICAL ENVIRONMENT ..................................................................................................................... 38 KEYS TO SUCCESS ....................................................................................................................................... 38 SWOT ANALYSIS ........................................................................................................................................ 39 SWOT / TOWS MATRIX .................................................................................................................................... 42 THE MARKETING INFORMATION SYSTEM ............................................................................................ 44 INTERNAL RECORDS ......................................................................................................................................... 44 MARKETING INTELLIGENCE.............................................................................................................................. 44 MARKETING RESEARCH.................................................................................................................................... 45 EXPLORING NEW OPPORTUNITIES .................................................................................................................... 45 CHAPTER 4 ................................................................................................................................................. 46

INTERNSHIP REPORT .............................................................................................................................. 47 OBJECTIVES OF INTERNSHIP ............................................................................................................................. 47 SIGNICANCE OF KNOWLEDGE: ................................................................................................................ 47 DEFININING INTERNSHIP ....................................................................................................................... 48 JOB TITLE ...................................................................................................................................................... 48 JOB SPECIFICATION .................................................................................................................................... 48 JOB DESCRIPTION........................................................................................................................................ 49 MY DUTIES & RESPONSIBILITIES ............................................................................................................ 49 EXPERIENCE LEARNED .............................................................................................................................. 49 SKILLS LEARNED ........................................................................................................................................ 51 BASIC LEARNINGS ...................................................................................................................................... 51 POSITIVE LEARNINGS ................................................................................................................................ 51 SKILLS USED AT WORK.............................................................................................................................. 52 EXACT WORK THAT I DID .......................................................................................................................... 53 BIGGEST CHALLENGES .............................................................................................................................. 57 INTERNSHIP ADVANTAGES IN PRATICAL LIFE .................................................................................... 59 CHAPTER 5 ..................................................................................................................................................... 61 CONCLUSION AND RECOMMENDATIONS .......................................................................................... 62 CONCLUSION ................................................................................................................................................ 62 RECOMMENDATIONS FOR MARKETING DEPARTMENT .................................................................... 63 SUGGESTION FOR OTHER INTERNEES ................................................................................................... 64 REFERENCES ............................................................................................................................................. 66

CHAPTER 1

INTRODUCTION TO HOTEL INDUSTRY HISTORY OF HOTELS

The modern concept of a hotel derives from 1794, when the City Hotel opened in New York City. While the practice of renting space was not new, the City Hotel was purported to be the first building devoted exclusively to hotel operations. For its time, the building was quite large and possessed 73 rooms. Similar operations soon appeared in such nearby cities as Baltimore, Boston and Philadelphia.

HISTORY OF HOTELS IN PAKISTAN The land of Pakistan is located in the western part of the Indian subcontinent. It is bordered with India on the east, Afghanistan and Iran on the west and the Arabian Sea on the south. The word Pakistan has been derived from the two Urdu words Pak and Stan that mean pure country. There were few hotels in Pakistan in the start. It is said that Cecil Hotel, located at Mount View Road Murree was a summer retreat of a British Army Colonel. It was built in 1858 and is therefore one of the oldest surviving hotels in Pakistan. It was converted as Viceroys summer place in 1940 and in 1957 it was converted into a hotel by a Rawalpindi based businessman. Lakhani Group bought it in 1998 through an open auction and is the current owners.

The industry of hotels in Pakistan was no very large to begin with, the major players are off course the pearl continental Sheraton, Marriot, and Holiday inn chains and the Serena hotels chains which is basically at the most prominent spots.

TYPES OF HOTELS COMMERCIAL HOTELS

Cater mainly to business clients and usually offer room service, coffee-shop, dining room, cocktail lounge, laundry and valet service as well as access to computers and fax services.

AIRPORT HOTELS
Airports Hotels are located near airports and are a conveniently located to provide any level of service from just a clean room to room service and they may provide bus or limousine service to the air lines.

CONFERENCE CENTERS
Conference centers are designed to specifically provide meeting space from groups; they provide all services and equipment necessary to handle conventions.

ECONOMY HOTELS
Economic hotels provide a limited service and are known for clean rooms at low prices meeting just the basic needs of travelers

SUITE OR ALL-SUITE HOTELS

Suite or all-suite Hotels are hotels which offer spacious layout and design. Business people like the setting which provides space to work and entertain separate from the bedroom.

RESIDENTIAL HOTELS
Residential Hotels used to be very popular. The typical residential hotel offers long term accommodations.

CASINO HOTELS
Casino Hotels are often quite luxurious. Their main purpose is in support of the gambling operation. Casino hotels often offer top name entertainment and excellent restaurants.

RESORT HOTELS
Resort Hotels are the planned destination of guests, usually vacationers. This is because resorts are located at the ocean or in the mountains away from inner cities. Resort hotels may offer any form of entertainment to keep their guests happy and busy.

HISTORY OF HOTELS IN PAKISTAN

First hotel in Pakistan was Metropolis in Karachi; it was built in 1930s before Pakistan. Now it is been again rebuild into new shape, in start most of the hotels were in Karachi, and Lahore but Karachi is richest city in the Hoteling in Pakistan. Now capital having four to five big hotel and large hotel are also coming in but because of recent situation it is slowed down.

THE DECLINE IN HOTEL INDUSTRY OF PAKISTAN

The Hotel industry is among the top three constituents of the world economy after oil and autos and is growing faster than the petroleum and arms. It is larger than automobile industry in Japan, agriculture in the U.S.A. and banking in Switzerland.

It is unfortunate to know that instead of growing with world trend, the tourism industry in Pakistan has rather taken a back seat in the revenue generated services. It is the only industry that earns the FOREIGN EXCHANGE without exporting anything. The hotel industry with its charming and lively environment is apparently flourishing but the reality negates the fact and depicts the other side of the story .Pakistan hotels association and the govt. keeps trading accusations. Most of the hotels and motels here, particularly in the far flung areas, hill stations and the tourists spots and even in the three major cities; Islamabad, Lahore and Karachi, are dependent upon tourism, international business trips. The industry in Pakistan is not very large to begin with. The major players are, of course, the Pearl Continental, Sheraton, Marriott and Holiday Inn chains and Serina hotels. Actually the greatest growth in the hotel industry was seen in the late 80s and then some in early 90s but it was clear by this time that the industry had already entered in a recession and the trend has visibly been reversed. .

CHAPTER 2

INTRODUCTION OF ORGANIZATION

GROUP PROFILE

Hashoo Group of Companies was established under the leadership of Mr. Sadruddin Hashwani. In a period of some three decades he through his single handed dedication and commitment to the Profession has transformed this Group in to a leading industrial group of Pakistan, well known for its forward-looking approach, and highest standards of quality and integrity. Starting with Cotton Trading, Hashoo Group of Companies today boasts the only chain of Five -Star Hotels in Pakistan namely The Pearl Continental Hotels chain and the Karachi Marriott and the Islamabad Marriott Hotels with presence in all the provincial capitals and the Federal Capital except one. Today, Hashoo Group of Companies besides hotel industry encompasses oil and gas exploration, mining, ceramics, pharmaceuticals, tourism and travel. It also has considerable investment in real estate. Mr. Sadruddin Hashwani with his keen eye on the future is now guiding the Group to enter the field of Information Technology (IT). Towards that end a wholly owned subsidiary of the Group known as Net 21 (Pvt) Ltd is currently operating as Internet Service Provider, which is planned to serve as springboard to launch substantive IT projects.

The oil and gas exploration is being done under the Orient Petroleum Inc, which has recently met with successful find. The Group is constantly on its forward march. Some examples of it are: The construction of Pearl Continental Hotel Bhurban in the picturesque Murree hills, Construction of new wing called Atrium Wing of The Pearl Continental Hotel Lahore equipped with the most modern amenities, Continual up-gradation and modernization of

Pearl Continental Hotels and Islamabad as well as Karachi Marriott Hotels, Acquisitions of the state-of-the-art Ceramics Factory to design and produce crockery and a plant known as Gelcaps to manufacture halal gelatine capsules for the pharmaceutical industry according to the most stringent quality standards. Mr. Hashwanis Vision knows no bounds and it will be difficult to predict as to what will be his focus of attention tomorrow. For him time is short and the Art is long. Therefore, his philosophy is that each moment of life should go towards advancement of cause of humanity at large.

Mr. Hashwani runs Hashoo Foundation whose sole objective is to engage in philanthropic projects in support of social and cultural causes and for the uplift of the deprived. Through this Foundation he not only fulfils his corporate responsibilities but also more importantly his unwavering commitment to promoting the good of common man.

PAKISTAN SERVICE LIMITED INTRODUCTION

Pakistan Services Limited was incorporated in 1958 as a Public Limited Company and is quoted on the Stock Exchange. It owns and operates the Pearl Continental Hotels (formerly Inter Continental Hotels) and is recognized as the largest and oldest hotel company in Pakistan. Pearl Continental Hotels is the first Pakistani chain which has achieved excellent international standards of quality products and services. In recognition of its high standard, the Pearl Continental Hotel, Karachi was conferred the prestigious membership of the "Leading Hotels of the World", an exclusive global organization of deluxe hotels established in 1928.

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Pearl Continental Hotels, beside in -house reservations network, are also linked with Utell International to have international exposure and overseas reservation network.

Investment in people and human resource development is an ongoing process in the Hashoo Group. New management concepts and intensive training programs have been introduced at all levels of supervisory and managerial positions through establishment of an in-house Training School located at Pearl Continental Hotel, Bhurban. The Training School looks forward to imparting systematic and scientific knowledge of the operations of both tourism and hospitality business.

Pearl Continental Hotels have become synonymous with a tradition of personal services, efficiency, convenience and guest satisfaction.

Pakistan Services limited PC hotel Rawalpindi PC Hotel Burbhan PC Hotel Karachi PC Hotel Lahore PC Hotel Peshawar

Hashwani Hotels Islamabad Marriot Hotel Karachi Marriott Hotel

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Others Net21 Gel caps Cera-e-Noor Hashoo Foundation Hashoo Holdings Zaver mining Company Zaver petroleum Corporation

Corporate Profile Board of Directors

Mr. Sadruddin Hashwani Mr. Murtaza Hashwani Ms. Sarah Hashwani Mr. Vazir Ali F. Mohammad Mr. Syed Sajid Ali Mr. Mansoor Akbar Ali Mr. Shiraz Noordin Chairman Chief Executive

Human Resource and Audit Committee Recruitment Committee Mr. Sadruddin Hashwani Ms. Sarah Hashwani Mr. Sadruddin Hashwani Mr. Murtaza Hashwani

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Mr. Vazir Ali F. Mohammad

Mr. Vazir Ali F. Mohammad Mr. Mansoor Akbar Ali Mr. Shiraz Noordin

Compensation Committee Mr. Sadruddin Hashwani Ms. Sarah Hashwani Mr. Vazir Ali F. Mohammad

Company Secretary Mr. Mansoor Akbar Ali

Chief Financial Officer Mr. Shiraz Noordin

Bankers

Auditors Taseer Hadi Khalid & Company

Habib Bank Limited National Bank of Pakistan PICIC Commercial Bank Limited Saudi Pak Commercial Bank Ltd. Union Bank Limited

Chartered Accountants

Legal Advisor Liaquat Merchant & Associates

Registered Office A-9 Mohammad Ali Bogra Road

Credit Rating Agency JCR-VIS Credit Rating Company Limited

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Bath Island, Karachi, Pakistan Tel : 021-5872941-4 Tlx : 21259 HOTEL PK Fax :021-5879872-73 http://www.pchotels.com.pk http://www.hashoogroup.com.pk http://www.pchotels.biz http://www.hashoogroup.biz

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INTRODUCTION OF PC HOTEL RAWALPINDI

Pearl Continental (PC) Hotel Rawalpindi is situated in the center of city with in cantt area near by The Mall Road. The location of the hotel is very attractive and also impressive for customers and its structure defines the unique art of architectural designing which gives it a different look in comparison with other building & hotels. Rawalpindi is the twin city of Islamabad, the capital of Pakistan. It is a transit city of visitors wishing to explore the fascinating Northern Areas. Pearl Continental Hotel, Rawalpindi, stands tall right at the heart of Rawalpindi. The only five star hotel of its kind in the city, which has come a long way. It offers a variety of unique and excellent personalized services to its clients. PC is one of the worlds famous five star hotels all over the world. It provides very ostentatious services to all of its clients. PC is providing its heart trending services in Asia as well as in U.K and U.S.A. Only 5-minute drive from the airport and in close proximity to the famous shopping centers, the PC hotel is the citys only deluxe hotel that caters to local as well as foreign travelers in style Pakistan Services Limited was incorporated in 1958 as a Public Limited Company and is quoted on the Stock Exchange. It owns and operates the Pearl Continental Hotels (formerly Inter Continental Hotels) and is recognized as the largest and oldest Hotel Company in Pakistan. Pearl Continental Hotels is the first Pakistani chain, which has achieved

excellent international standards of quality products and services. In recognition of its high standard

15

Pearl Continental Hotels have become synonymous with a tradition of personal services, efficiency, and convenience and guest satisfaction.

VISION
Their vision is; Being the largest 5 star hospitality company in Pakistan, we are committed to dynamic growth and service excellence built upon our heritage of traditional hospitality. Stay on the cutting edge of business through deliberate and persistent efforts to harness technology and human resource backed up by our financial and logistic strengths for highest quality services and products to our customers at best value for their money.

MISSION
To strive to present the products/facilities/services when and where the customer wants our culture reflects our values. This includes a shared vision of who we are and where we're headed. And it encompasses everything from the way we treat our customers to how we deal with our competitors.

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ORGANIZATIONAL STRUCTURE

ORGANIZATION CHART Pearl Continental Hotel, Rawalpindi

GENERAL MANAGER
EXEC. SECY

EXEC. ASST. MANAGER

ROOM DIV. MGR DIR SALES

DIR F&B

C.F

H.R.M

C.E

CRED .MGR I.T.MGR

F.O.M

S.M

A/F&B M

A.C.F

PER.MGR

ACE HL&P

EXECT. H.K MGR M&C L.M

BQT MGR

PUR .MGR

SECU.MGR

ACE R&M

T.M
EXEC. CHEF

T.O. SUP

GOALS AND FOCUS:

Their goals are To provide the first hospitality experience. They exist to attract and maintain customers. They believe that when they will adhere to this maxim everything else will fall into place and their services will exceed the expectations of their customers. They strive hard every day to provide top-notch hotel management services that streamline operations while exceeding the goals and expectations of their clients,

17

partners and associates. Their uncompromising commitment to excellence combined with decades of refining lodging industrys best practices produces unprecedented success for our clients. Further they have an uncompromising commitment to excellence. They are honest and dont believe in taking risks that would jeopardize clients trust in allowing them to run their business. In order to maximize profit through sourcing new business, different marketing arrangements are being made which include joint ventures and exclusive marketing agreements. Pearl Continental Hotels- the largest chain of hotels in Pakistan maintains the standards of excellence for which its famed worldwide. At the hotels, the art and science of hospitality are applied in perfection to offer the most luxurious ambience and a wealth of services to the guests who are as precious as pearls.

GROWTH PROFILE
Hotel industry in Pakistan has been under a lot of stress in the past few years due to the severity drives launched by the successive government, the deteriorating law and order situation in the country and continued duty of large number of taxes. This industry is dependent upon the business and tourist activity in the country. In Pakistan, repeated efforts with the government to come to the rescue of the hotel industry have so far been all in vein. The business activity in Pakistan has overall remained sluggish. Tourism, also, has never been properly emphasized, including development of tourist spots and support infrastructure, despite the exquisite scenic beauty of the landscape of Pakistan and its rich cultural heritage. The fall in foreign national's traffic to Pakistan in the upshot of September 11 incident and frequent acts of terrorism have continued to adversely affect the hotel industry. 18

In the above circumstances, the management of Pakistan Services Limited proved its managerial skills and overcame to a large extent the negative impact of sluggish business on the performance of the Company by successfully achieving sales and services for the year, as targeting. However, change in sales mix gave rise to increase in cost of sales and the administrative cost. As a result, the profit after tax declined. Due to the prevalent conditions in Pakistan and worldwide, the rooms sales did not maintain the desired growth momentum. Pursuant to the policy of PSL to enhance the image of the "Pearl" chain, they plan to expand their properties and continue to follow a program of rehabilitation and refurbishment in all the five properties.

PROFITABILITY
Pearl continental hotel, is the most preferred hotel chain to visit by its customer, but due to economic upheaval in the country and effect of international environment on tourism and hotel industry, PC could not retain its growth momentum as required. Though the Company was able to achieve sales and services of Rs.1.932 billion for the current year, which was almost equal to what they had achieved during the last year; change in sales mix gave rise to increase in cost of sales and the administrative cost as compared to last year. As a result, the profit after tax declined to Rs.32.889 million for the year as compared to Rs.84.891 million last years. The rooms sales during the year, did not maintain the desired growth momentum. Pearl Continental Hotels of Lahore, Rawalpindi and Peshawar have won an exclusive contract for the lodging of cabin and cockpit crew of the national carrier, Pakistan International Airlines (PIA). This success contributed towards increase in overall room occupancy to 58% as compared to 54% during the corresponding period last year. However, due to decline in average room rate, the room revenue stood at Rs. 831 million as against Rs.890 million in the corresponding period last year, which is a decrease of Rs. 59 million. In 19

order to get more business and maximize profit, Pearl Continental executed a Marketing & Reservation Agreement with M.H.R. Collection Limited (Medotels, Hotels and Resorts). As per agreement, MHR Collection will provide the services through their network for promoting PC hotels in Pakistan and for making room reservations, which will positively improve room revenue in the years to come. This revenue generating business comprised approximately 51% of the total sales revenue of the hotel as compared to 44% last year. The gross room revenue for PC during the years has shown overall decrease in gross room revenue for the Chain of PCs in recent year. The total revenue has also decreased for previous years.

BUSINESS OVERVIEW
Pearl Tours & Travels (Private) Limited registered a decline in both Sales and Operating Profit by Rs.5.8 million (10%) and Rs.6.6 (85.68%) respectively as compared to last year. However, due to increase in other income and favorable tax decision at appeal levels, Company made after tax profit of Rs. 1.2 million as compared to last years after tax loss of Rs. 3.8 million. During the year2003, old vehicles were disposed of and new additions to its fleet were made in order to provide better service to the customers. In order to improve the liquidity of the holding company to meet other hotels projects, the directors have proposed to dispose off this company. Trans Air Travels (Private) Limited, despite recording a modest decrease in revenue by Rs. 0.433 million as compared to last year, succeeded in reducing its after tax loss to Rs. 3.366 million as compared to after tax loss of Rs. 4.917 million of last year. This Company is under consideration of disposal due to continuous accumulation of losses during the last several years.

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During the year, food and beverage revenue increased to Rs. 988 million from Rs. 851 million, marking an improvement of 16%.

MANAGEMENT STRUCTURE AT PC
There are seven major functional departments in Pearl Continental Hotel Rawalpindi. These are 1. Finance Department 2. Sales & Marketing Department 3. Engineering Department 4. House Keeping Department 5. Human Resource Department 6. Food And Beverage Department (Front Office & Restaurants) 7. Cost & Control Department

A brief introduction of these departments is as follows. Sales department The basic sales are concerned with reservation of rooms. The sales department works under this consideration. Marketing department The marketing department is concerned with promotional activities, which includes Above the line marketing Below the lone marketing

Above the line marketing includes promotional campaigns in print and electronic media. Below the line marketing includes local campaigns including banners, bill-boards and handouts.

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Finance department It is concerned with the financial recording, provision and payments. It consists of a finance control controller, who is the supervisor of the department. There is also a credit section for employees and customers. Engineering department It is concerned with the maintenance of the rooms, offices, floors and lobby area. It ensures full time provision and maintenance of water, power and light in all places. Housekeeping It is concerned with general cleanliness and hosting services to the guests. It has a supply section which ensured provision of accessories and valuables. Corporate level purchases are made from Karachi section, while local level purchases include daily items. HR Department This department is concerned with recruitment, promotion, training of Workers in the organization. There are 500 plus workers in the Hotel for which the department have to keep a union of worker which works for social security of the employees. It has three sections, which includes personnel department, human resource management department and human resource development department. Food and beverages department It is the main department in the hotel, which includes Restaurants:

A sumptuous food is served at four outlets. TAIPAN Exclusively Chinese, it serves the best Cuisine in Town, and opens both for Lunch and Dinner. In Taipan Restaurant, people can have buffet lunch from 12:00 PM onwards where the finest Chinese buffet is served. In the evening timings are from 7:30 PM to 11:00 PM.

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MARCOPOLO It serves Pakistani and Continental Buffet Cuisine, and is open for Breakfast, Lunch, and Dinner. Breakfast starts in Marcopolo in the early hours of the morning serving lavish buffet breakfast. Lunch timing in Marcopolo start from 12:00 PM to 3:00 PM. BUKHARA: Opens to the lilting sounds of the local Ghazal Singer, and is most famous for its mouth watering Pakistani cuisine, including live BarBQue. It opens at 7:30 PM serving Bar-BQue. Buffet layout starts from Chicken Tikka, Seekh Kebab to endless number of Bar-B-Que delicacies. FRONT PAGE: The Front Page Cafe is royally famous for its very affordable and varied spread of Hi-Tea delicacies in the evening and it open round the clock for light snacks and refreshments.

IMMENSE SERVICES AND FACILITIES

Rooms

200 well appointed rooms include Presidential, Deluxe and junior Suite. Modern day facilities include direct dial local, National and International Dialing, Cable TV, Heating and Air-conditioning. Electronic Safe with a selfsetting code, and Computer controlled electronic door locks are also installed for your security. The attached bath boasts of a spacious tub, shower and continuous Hot and cold running water. Do not fret if you have forgotten your essentials, we take care of your basic toiletteries. 23

Stepping on to the elevator and going into your room, you find a spacious bed awaits you together with a cozy seating arrangement on one side of the room.

Not to mention the various options that are at your disposal to keep you entertained and comfortable while in the room. We provide you with the option of keeping you musically entertained 24 hours of the day by giving you access to the music channel. Our 34 TV Channels keep you updated on current news to the latest movies and programs.

Other important room accessories include the electronic safe. To cater to your off time eating urges we provide you with a beverage room mini bar within the confines of your room.

Luxury does not end here. Walk into the bathroom and you will find it fit for a King/Queen. A full range of bathroom accessories are available for your personal use. You also have the added facility of taking your calls in the bathroom as each bathroom is fitted with a telephone unit. Our services do not end here, Pearl-Continental Hotel, Rawalpindi provides you with the facility of choosing from a range of deluxe rooms, executive suites with its separate lounges and facilities unmatched by any other hotel in Pakistan. Sumptuous foods served at our four outlets make it a memorable culinary experience.

TAIPAN: Exclusively Chinese, it serves the best Cuisine in Town, and opens both for Lunch and Dinner. Seat yourself in our cozy Taipan Restaurant where you can have buffet

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lunch from 12:00 PM onwards where the finest Chinese buffet is served. In the evening enjoy the cuisine of your choice from 7:30 PM to 11:00 PM.

MARCOPOLO: Serves Pakistani and Continental Buffet Cuisine, and is open for Breakfast, Lunch, and Dinner. Breakfast starts in Marcopolo in the early hours of the morning serving lavish buffet breakfast along with Ala Carte service. Lunch timing in Marcopolo start from 12:00 PM to 3:00 PM. Whether you are a busy executive pressed for time or whether you want to enjoy your meal, Marcopolo is an ideal Restaurant to do so.

BUKHARA: Opens

to

the lilting

sounds of the local Ghazal Singer, and is most famous for its mouth watering Pakistani cuisine, including live BarBQue. It opens at 7:30 PM serving you Bar-B-Que. Buffet layout starts from Chicken Tikka, Seekh Kebab to endless number of Bar-B-Que delicacies.

FRONT PAGE: The Front Page Cafe is royally famous for its very affordable and varied spread of Hi-Tea delicacies in the evening and it open round the clock for light snacks and refreshments.

The guests have access to all kinds of services and facilities so as to make their stay, not only comfortable, but also a memorable one.

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Besides these the following services and facilities are available to our guests:

Room Service

Server you in the warmth and comfort of your own room, and offer a varied menu depending on the time of the day.

BANQUET FACILITIES tastefully refurbished our Conference and Banquet facilities can cater from small meetings, to Royal banquets of 650 to 1500 people, in our Halls and the vast Eastern and Western lush green gardens.

Conference Facilities The new Conference facilities have state of the art Audio visual aids, and are complemented by available ISDN lines.

The Business Centre

The Business Centre will assist you with all your correspondence, tele-faxing and other executive needs. The rooms are ably supported by a state of the art Business center for the modern day businessman, and can cater to all your electronic needs.

Features a Grand Ballroom measuring 155 ft. by 70 ft. and can accommodate up to 1000 guests. An attached pre-function hallway measures 117 ft. by 15 ft. The Banquet can also be divided into three portions for smaller groups.

26

The newly added Kohsar halls are available for smaller meeting requirements. They cover a total area of 39 * 65 sq ft.

HEALTH AND CREATIONAL ACTIVITIES

The aesthetically built Health club includes Tennis, a temperature controlled swimming pool, treadmills and steppers for aerobics, multi machines for weight training, Sauna, Steam, Jacuzzi, and a soothing massage. A snooker / pool table and Table tennis are also available.

Today the Health conscious people look towards PCHR. Our newly added Health Club offers you light music in the back ground and modern workout machines. Like motorized Jogger, Double Burner, Easy Glider, and Massage Static Cycling

Our

Health

Club

Memberships

are

economical our monthly membership is Rs. 3920.00, 3 Monthly Rs. 7177.00, 6 Monthly 10830.00, and Yearly 16960.00 (inclusive all taxes).

Now you can swim at our modern Swimming Pool at any time of the year as the Swimming Pool has a controlled heating system. So dip into our swimming pool whenever you feel like. We offer you an opportunity to play billiard near the pool or suntan yourself. Clay courts are also available where you can play tennis by day or by night.

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The Privilege Club The world of Pearl-Continental Hotels welcomes you to the Privilege Club. Your membership to the Privilege Club entitles you to a host of exclusive privileges. When visiting the Pearl Continental Hotel restaurants in Karachi, Lahore, Peshawar, Rawalpindi, and Bhurban. Renowned for unparalleled quality of cuisine attentive service and authentic design surroundings, your dining experience in any one of the restaurants when using your Privilege Club Card is guaranteed to be unique and memorable.

OTHER FACILITIES
Laundry/Dry-cleaning The best service in town offers same day delivery

Barber Shop / Beauty Salon Trained personnel take care of your tresses, and trim and shape them to make you look good.

Pearl Tours

A sister concern, offers chauffer driven Cars, Busses, and Mini vans. Open round the clock.

Trans Air

Another sister concern, takes care of all your travel needs,

Florist From floral settings to bouquets available in the lobby all day.

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Shopping

From every day utilities, to Carpets, and Antiques, our shopping area provides all.

Bakers Boutique

Exquisite Cake, Bakes, and Patisseries available for individual and party consumption

Banking Habib Bank Ltd. Operates within the premises, and can take care of all your banking needs.

Credit Cards

All major Credit cards are accepted round the clock.

OPERATIONS MANAGEMENT
Food and Beverage Right Price Right Time Right Quality Right Quantity Hierarchy Director F & B Manager (Vacant) Assistant Manager Banquette Sale Manager Assistant manager Executive 29 Banquette Manager Assistant manager

Coordinator F & B Secretary Divisions 1) Banquettes a. Exhibitions b. Weddings c. Cafeteria d. Meetings e. Funfairs f. Conferences 2) Restaurants a. Taipan b. Bukhara c. Marcopolo 3) Room Service 4) Bakers Boutique 5) Permit Room 6) Catering 7) Kitchen 8) Stewarding 9) Airline Catering (Aero Asia, Shaheen) Documents 1) Function Sheet a. Banquettes b. Kitchen

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c. Stewarding d. House Keeping(Clothes, Flowers, Laundry) e. Accounts f. Credit(Bill to company) g. Rooms( 2) Reservation Slip a. Date b. Time c. Availability d. Menus and Rates e. Arrangements f. Guarantee no. 03days g. Full payments

A. Staff (Internal scheduling, staff posting) B. Engineering (Audio, visuals)

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CHAPTER 3

33

MARKETING

THE MARKETING PROCESS The marketing process influences the organization marketing strategy. There are four steps in the marketing process Analyzing Marketing Opportunities Selecting Target Market Developing the Marketing mix Managing the market effort

Analyzing Marketing Opportunities Pearl Continental management is least proactive to grab the potential opportunities of market. This is the area in which the management needs a proactive approach instead of reactive approach. This analysis is very necessary for providing enhanced and excelled services to their customers in the increasing competition.

Selecting Target Markets Pearl Continental defines the total market for a particular service as its target market. When hotel select its target market for food and beverage, the whole market like children, young, old are involved in it. P.C also targets the corporate clients of multinational organization like, PIA, Nestle, Service Industries, Packages, ICI, Kohinoor Group etc.

Developing the Marketing Mix Pearl Continental developed a very traditional marketing mix strategy for its hotel. The need for using the term Average Marketing Mix arisen because Promotion and Price are two main 34

factors where they are using traditional plans to cope in increasing competition with compromised services.

Managing the marketing Efforts Pearl Continental works according to all these activities. This hotel first develops overall strategic plans, then through implementation, the hotel turns the strategic and marketing plans into actions that will achieve the hotel objectives. The target audience who work inside or outside the hotel implements these plans. It would not be wrong to say that the management perhaps is unaware with untraditional metrics of service excellence measurements and excelled services introduced by the new entrants to meet the customers demand in unusual way. Marketing Environment Pearl Continental has a very strong competing marketing environment. It has been adopting very effective policies & rules in order to achieve a dignity and an identity in the hotel industry. In each organization, the marketing environment is of two types micro & microenvironment.

Micro Environment Macro environment evolve the forces outside the organization which may affect the organization by its direct and indirect impression. We have not discussed the all forces being covered by macro environment. However, the most impacting forces are discussed hereby to elaborate their intensity to PC-PINDI

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Marketing Intermediaries The business of Pearl Continental depends on the different type of marketing intermediaries. The major business of this hotel depends on the marketing service agencies. Marketing services agencies help the hotel to convey the message to the target Customers. The advertising agencies and media firms help the hotel to convey the message about promotional strategies to the end users. I.e. City-42 barter coverage, Dawn publications for major events, Bank Alfalah brand image Promotional campaign.

Customers Every organization needs to study its customer market closely. There are five types of customer market in any organization. However PC management is much focused to these two groups: Customer Market Business Market Customer markets consist of individuals and households that avail services and buy goods for their personal use.

Business markets avail services for further processing. The business of every organization depends on the customers.

Competitors Every organization must provide greater customer value and satisfaction than its competitor. This concept is true in Pearl Continental hotel. The hotel always gives good importance to

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customer value and satisfaction in all the departments. The management adopts different strategies according to the needs of the target Customers. The hotel provides best services than its competitor. However, the management seems to be very traditional in competition with competitors and being unaware of the importance of un-traditional service excellence metrics and therefore, losing a considerable potential business.

THE ORGANIZATION'S MACRO ENVIRONMENT

Macro environment evolve the forces outside the organization which may affect the organization by its direct and indirect impression. We have not discussed the all forces being covered by macro environment. However, the most impacting forces are discussed hereby to elaborate their intensity to PC-PINDI.

Demographic Environment Pearl Continental has a strong demographic environment. The hotel provides different services according to its demographic features. Hotel offers special packages according to different demographic factors. There are special packages for children, for women & for business people etc.

Economic Environment The management of Pearl Continental is trying to achieve strong economic environment in their hotel. They make different efforts, so that Customer effect and avail their services. The hotel provides services with respect to the different income level of the people so that all the people can avail the services of this hotel.

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Technological Environment This environment force creates new technologies, creating new services and market opportunities. The management of Pearl Continental is found unaware as long as the service innovation concerned through technological advancement adoption particularly for the service metrics for guests in the hotel. Micros and Fidelio are two POS & PMS systems which have got world wise 75,000 installations till now. Avari hotel have got this system almost 11-12 years back which extended facilitation services I.e. Quick billing in busy outlets which saves customers time and Objective business analysis which serve the details of individual clients for a particular time period with all the spending made to PCH-PINDI in terms of revenue etc. PCHR introduced this system one year back with ongoing process of complete installation which shall be completed by the end of year 2011.

Marketing Plan and Implementation PCHR marketing plan is structured to enable to achieve the strategic goals they have set for themselves, in terms of making strategies to increasing overall revenue as a result of differentiating their products and services from the competition. Their marketing team ensures that the plan is implemented to the best of their ability and with the highest levels of efficiency and accuracy.

KEYS TO SUCCESS
Continue to develop ongoing relationships with frequent and new guests. Continue to develop and implement a strong communications plan in both national and international markets.

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 Leverage our strength in the local market as a member of the community by supporting local events. Continue ongoing staff training and skill development to ensure the highest standards of service.

WHAT IS SWOT ANALYSIS?

A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the Company resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection.

SWOT ANALYSIS
Strengths: The only 5 star hotels in the city. Islamabad international Airport at 10 minutes drive only. Close to Defense/GHQ Largest hotel chain in Pakistan. New large space for parking Transport services Newly renovated rooms on Executive/business Floor. Personal safe deposit electronic lockers & Electronic keys in each room 39

24 hrs full service business center temperature controlled swimming pool open round the year

Two huge lawns for events functions and exhibitions. Restaurants with different cuisines Bank available at the property New shopping arcade Tennis Court in the premises. Service/snacks, Hi-Tea available at CIP, executive/VIP lounges at the Airport Newly renovated Banquet Halls (which can be split up to 07 halls ) DSL connections available in the hotel Video Conferencing facilities available in the hotel Auto call charging facility available

Weaknesses Distance from the capital city. Pillars in the meeting halls Limited recreational facilities No bar for the foreign clients Faculty plumbing system Lack of International brand name Airport Counter is not presentable as it should be Online reservation system available but not being utilized Very small and unequipped gymnasium Airport shuttle service should be available round the clock. Old styled rooms, restaurants need renovation. 40

Not highly trained staff.

Opportunities: Capturing more and more business from Islamabad To tap group segment going up north at competitive rates Bhurban resort to be included in conference packages for lunches or day trip Excursion trips for groups can be arranged to Islamabad and its surroundings Addition of cyber caf and a bar can increase the revenue Because of lawn facilities can tap all the medical conferences and the exhibition that involve stalls display Can earn more revenue by conducting events and festivals utilizing our lawns Earn more revenues by floating different packages and deals in restaurants Can earn more revenue and attraction by setting an extension of bakers, boutique in western lawn offering various cuisines in open air in huts style Central database connectivity among sister concerns Provision of computer systems, Internet and Fax facilities in rooms (under process)

Threats:

Business traveler inflow towards Islamabad Government offices /Diplomatic sector located in Islamabad Proposed Sheraton Hotel and five new five star hotels in Islamabad Best Western Hotel/Holiday Inn with lower room rates and good rooms New Companies also prefer Islamabad as a capital city Blue lagoon AWT Banquet facilities just across the road with additional new banquet halls at half our price with no sales tax are a real threat to F&B Revenue 41

Guesthouses with good facilities and lower room rates are also increasing in the twin cities.

Higher tax rates Re-imposed wedding ordinance a threat F&B revenue Crown Plaza in no operation with 60 rooms and good facilities De Mall Hotel with 60-80 rooms just near PCHRs property.

SWOT / TOWS MATRIX

Strengths

Weaknesses

Opportunities

S-O strategies W-O strategies

Threats

S-T strategies W-T strategies

S-O strategies pursue opportunities that are a good fit to the company's strengths. W-O strategies overcome weaknesses to pursue opportunities. S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats.

W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it highly susceptible to external threats.

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The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories: Internal factors The strengths and weaknesses internal to the organization. - Use a PRIMO-F analysis to help identify factors

External factors The opportunities and threats presented by the external environment to the organization. - Use a PEST or PESTLE analysis to help identify factors

The internal factors may be viewed as strengths or weaknesses depending upon their impact on the organization's objectives. What may represent strengths with respect to one objective may be weaknesses for another objective. The factors may include all of the 4Ps; as well as personnel, finance, manufacturing capabilities, and so on. The external factors may include macroeconomic matters, technological change, legislation, and socio-cultural changes, as well as changes in the marketplace or competitive position. The results are often presented in the form of a matrix.

SWOT analysis is just one method of categorization and has its own weaknesses. For example, it may tend to persuade companies to compile lists rather than think about what is actually important in achieving objectives. It also presents the resulting lists uncritically and without clear prioritization so that, for example, weak opportunities may appear to balance strong threats.

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THE MARKETING INFORMATION SYSTEM

In any organization the marketing information system is very necessary. The Pearl Continental has a strong marketing information system (MIS) in the hotel. There is a continuous information flow in the hotel.

Developing Information In the Pearl Continental information is needed by marketing managers can be obtained from Internal Company records Market intelligence Marketing research

Internal Records Marketing managers of Pearl Continental use internal records and reports regularly especially for making day to day planning implementation and control decisions. In this hotel accounting department prepares financial statements and keeps detailed records of sales, costs and cash flows. The marketing department maintains a database of customer demographics, Psychographics, and buying behavior. The customer services department of the hotel provides information on customer satisfaction or service problems. The Pearl Continental has a better internal record system in the hotel.

Marketing Intelligence Pearl Continental has a complete marketing intelligence system in the hotel. Each department organize day-to-day meeting in their department. In this meeting all problems and happenings regarding previous day was discussed. Marketing department organize its own separate

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meeting in the department. Marketing managers prepare and advise day-to-day marketing plans in this meeting.

Marketing Research Marketing research is the function that links the market to Customers and the public through information. It is used to identify and define marketing opportunities and problems, to generate, refine, and evaluate marketing actions, to monitor marketing performance and to improve understanding of the marketing process. Pearl Continental conducts marketing research inside the hotel.

Exploring New Opportunities PCH-R 65% revenue generation is from its Rooms business and 35% is from F&B section. So considering rooms as low cost investment. The current management had shifted their due concern to expand the Pearl Floor as an expansion of 59 rooms to give a boost to room revenue. To attract the food lovers exploration and foreign clients with in-house staying comfort of desired range of their local foods.

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CHAPTER 4

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INTERNSHIP REPORT OBJECTIVES OF INTERNSHIP

The main objective of internship is to develop good work habits. It is a good practice to progress and learn activities in relevant filed that one wants to join after studies like I wanted to join marketing field and my objective was to learn marketing activities of the organizations. Another main objective was to apply sales & marketing concepts in practical field.

Through internship one can gain personal experience and it strengthens communication skills. One can acquire good work habits and can gain an awareness of the communitys vast resources and the world of work.

Internship gives opportunity to observe and participate in a professional work situation which represents an area of career interest to work toward specific achievable goals and to have an opportunity to develop basic skills. After internship students can develop an understanding of the organization, its mission, objectives and management philosophy.

SIGNICANCE OF KNOWLEDGE:
In my point of view internship is very helpful for each and every student. Due to this he can increase his self-esteem which will help him for his personal growth. From internship he can acquire new skills and knowledge, which will help him for meeting the challenges in his practical life. It provides a better opportunity for understanding of the relationship between schools based learning and the work experience. In other words internship provides a place to the student where he can implement the learned knowledge. From internship he will learn the basic rules and regulations followed by a specified field of work. 47

The internship represents a description of learning goals, specific strategies for achieving those goals and methods for documenting their accomplishment. In return for an opportunity to learn at a site, you carry out agreed upon activities and projects. You are negotiating what you want to learn, what the supervisor needs done and what your faculty sponsor wants you to demonstrate you have learned.

DEFININING INTERNSHIP
An internship in eleventh grade is a unique aspect of education that integrates study with planned and supervised career-related work experience. Students are involved as non-paid authentic employees receiving academic credit for work experiences. The purpose of the program is to develop and strengthen the students educational and career preparation. An internship will expose the student to the interpersonal relationships a job requires, both with co-workers and supervisors that are essential in obtaining a successful, satisfying career. An internship is any experience where students learn by taking on responsible roles as workers in organizations and observing and reflecting on what happens while they are in the workplace.

JOB TITLE
Internee in the sales and marketing department

JOB SPECIFICATION
In marketing department you must have, Excellent Communication Skills, Interpersonal skills, must possess a masters degree, with stress management and time management skills.

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JOB DESCRIPTION
You have to directly report to director of sales, handling of different reports on daily basis, weekly basis, and monthly basis. Your coordination with other department needs to be very strong. Office management and event management are also very important. Answering incoming calls and taking reservations based on information that you must memorize prior to a start date .Entering data into reservations system Follow up on customer leads DAILY and convert to sales being flexible. Maintain social sites of hotel and answering quarries.

MY DUTIES & RESPONSIBILITIES IN MARKETING & SALES DEPARRTMENT

Room Sales Banquet Sales Public Relations Marketing of new programs and projects Conducting Events and marketing (concerts, cultural events etc) Privilege card Responsibilities

EXPERIENCE LEARNED As internship is practical training so it gives a lot of knowledge of practical life. It is the best way to know the environment inside the Sales & Marketing Department which we have to face in the practical life.

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Internship gives exposure to the world by meeting and dealing with the different kind of people every day which have given boost to our confidence and experience.

So first of all when you enter into an organization for internship or for job most important thing is your communications skills. So the thing that helped me and boosted my confidence was communication skills. As we have studied Business communication skills and Presentation during the MBA, it gave me the confidence to speak out my mind in front of many people.

Internship goals or objectives usually describe what you intend to learn through your internship. Be specific.

Are you looking to improve or develop selling skills, expand knowledge of a specific field, apply or test a particular body of knowledge?

Are you interested in testing a career interest and your own suitability for that career or trying to decide what you want to major in and/or clarify the direction of your remaining University years?

Are you interested in learning how a particular Department, organization or industry works

The marketing courses like Fundamentals of marketing, Personal Selling, Brand Management, Marketing Research and Advertising and Promotion help me to understand the Sales & Marketing operations. Basic knowledge of marketing gives effective way to deal with the Sales & Marketing operations of the organization. In marketing we were told about the importance of the customers, during my internship I observed that I have seen how the staff members deal with the customers. They were very polite and soft manner and helping the customers in their problems and solving their problems on priority basis.

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SKILLS LEARNED I have learned many skills like revenue management, potential market share, penetration in the market, segmentation, and so on. During my period I gained a good professional writing skill knowledge how to respond to different queries and polished my Interpersonal skills. I think this job help me a lot in making my conversation skill better. Then I didnt have the any working experience before, so it helps me very much to encourage me for future jobs. At front desk I observed and learned how to check- in and check-out our customers. By sitting on the reservation desk one had to know that how many rooms are reserved, how many rooms are covered, and about empty rooms. And also banquets halls. Then how to reply after making reservations by fax, by phone call, or by e-mail, and if someone cancels the reservation how to cancel it and then put the hard copy in the specific date file. The skills which are used were marketing skills, personal selling skill, and the basic conversation skills.

BASIC LEARNINGS POSITIVE LEARNINGS

That is for sure that positive learnings are more than negative learning because internship is an important part of the MBA, it has includes many learnings including these.

Skill enhanced: I have learned books for my 16 years of education but never did a job, so this internship has given me the chance to talk and work with different types of peoples. Reading books can never be enough for us all because we have to learn practical implication of these because without is just like the fish in the pool. 51

Confidence gained: This is one of the important learning of the internship because in class room we didnt learn how to talk and conversation with the customers directly and its surely new experience dealing with them. so the internship has given us the chance to do that.

Technical skills: While doing internship one thing you surely will be aware of after that is technical skills because the phone exchanges. File works, managing record, going in different departments for works and meeting that give you much.

SKILLS USED AT WORK

Following are the skills which I have used for the better performance of my job, hard work, and commitment to work, punctuality, and strong follow up.

INTERPERSONAL COMMUNICATIONS SKILLS

It was another challenge to my job because I dun have the working experience before so interpersonal communication skills was needed and which comes with a time. How to speak with collogues, how to speak with boss, and how to speak with customers these all needs to be learned here.

TIME MANAGEMENT
I have learned how to manage time during a specific task assigned by my supervisor at workplace, as that was my first practical experience in practical field.

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MULTI-TASKING
For an internee sometimes it is hard to manage as there can be more than one boss for him/her who can assign multiple tasks at a time.

EXACT WORK THAT I DID

ROOM SALES

I have gained experience at front desk for room sales. Room sales to sell a particular area for approximately for 24 hours, but it varies from guest to guest some of the guest stay only for four to five hours, and some stay more than 20 hours, but if someone wants to stay more than 24 hours he have to pay extra charges for that.

PRIVILEGE CARD

Entertaining privilege card members existing and new, telling them the new benefits and making reservations collection annual fees making vouchers

LETTERS AND FAXES:

Whenever different companies makes request for the accommodation facilities we use to send them different kinds of letter.

QUOTATION LETTERS:

In quotation letter we use to send them different rates for whatever they have requested for, in terms of room, in terms of banquet facilities, but we neither reserve any space nor confirm them that we have reserve space for you. It's clearly mentioned in the quotation letter that it is just a quotation letter we have not block any space for you.

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OFFER LETTERS:

In Offer letter we mention that we have tentatively block space for a curtain period like for two to three days, if customer confirms in this time then we will hold that reservation, otherwise we cancel that reservation. In this letter we also give rates to that specific company.

REVISED OFFER LETTER:

If something changes in the rates in early stage of the deal, we use to send them a revised offer letter

CONFIRMATION LETTER:

When a company confirms a reservation with in a period of Cut Off date (period mentioned for the Confirmation), then we use to send them a confirmation letter. In this letter it is clearly mentioned that if this reservation is cancelled then your company is liable to pay cancellation charges of the specific reservation.

REVISED CONFIRMATION LETTER:

If any things changes in the number of requirement from the customer, then we use to send them a revised confirmation letter. It is a kind of complete contract where both parties

REGRET LETTER

When we do not have availability to entertain guest requests we used to write regret letter to guests.

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MAINTAINING SALES AND MARKETING DATA Record and maintain all transaction and account related to the customer. Every entry recorded separately in customer account including Sales, Receipts, Products detail and other adjustments. Microsoft Excel and other Software are very helpful for recording all data of the customer. CLIENT RECONCILIATION: Client reconciliation means that after maintaining and recording all data of the customer match and reconciles with Customers record and made any adjustments if required in the opera System. REPORTING TO DIRECTOR MARKEITNG AND SALES: Assigned by my supervisor Providing Data to CEO on Semi-annually & Annually basis related to Company Presentation. This presentation represents the sales condition, company current situation, analysis with previous four or five years. CEO and other Directors (Shareholder) take decision for next year on behalf of this report on AJM meeting. Main points included in this presentation are as follows: Total marketing Targets & Achieved Target Analysis With Previous Years Products Analysis (Quantity Based, Rate Based) Products Analysis with Required Target Products Percentage Wise (More or Less) Top 15 Companies Show (Major Clients with Us)

QUALITY COORDINATOR
I also worked as a Quality Coordinator. Total Quality Management (TQM) means that all the steps, all the working should be done on Quality Process Basis.

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I joined Sales & Marketing as an internee and worked and learned a lot in a short time period of 3 months. So in this department I performed all the duties as specified by my Director of Sales & Catering Sales Manager. I prepared Offer letter for weddings, meetings, Conference, and for National days of different diplomatic Clients in Sales Department along with Sales Managers. I also prepared the Banquet event order, which gave help to operation people to work on things as finalize with the clients. We used three types of event order namely; Sheet, Memo, and Amendments. These all are made and get signed from Director Sales, Catering Sales Managers and distribute them to Banquet Operations, Finance, and Chef for the proper requirement of the guest. Following were the duties performed in the Sales & Marketing Department: Whats on Today was read in order to get the idea of previous and present day occupancy, before the internal departments meeting Sheets distribution of the events Confirmation and Offer letters to be made for the wedding events Checking the bookings, entering the events, blocking events, Profile management Meetings were attended with the managers along with the Clients/Ambassadors regarding the events Marriages and Room Reservations to be made in the best possible manners Different ways to attract and retain the customers by providing them best options, inviting important clients on lunch.

DUTIES AND RESPONSIBILITIES IN BANQUET OPERATIONS

Following were the duties performed in the Banquet Operations:

Tackling of alarming situations, when guests becoming demanding and start changing the settings at the last moments 56

Checking out different possibilities and deciding what is relevant according to the situation

Supervising and giving different ideas to provide the best ways in order to satisfy the guests, clients along with maximizing the revenue

BEO meeting were to be attended, where events were discussed and if any queries they were made cleared

Managing different occasions and making them ready 1 hour before the starting time with the help of banquet team

Connecting, committing and retaining the guests because they are never complaining they are demanding

Adding new ideas and attractive ways in to the previous procedures and methods to make the best out of every possible option.

BIGGEST CHALLENGES ADJUCTING IN NEW PLACE

Initially at first placement it's hard for every student and person to adjust him/herself in new environment with new people at working place. It happened to me as well as at first place I didnt know how to bring my knowledge into practical field but with the help of my supervisors and amicable behavior of team in marketing department it became easy for me to get along with things.

FIRST PLACEMENT IN PRACTICAL FIELD

Bringing knowledge that one gains during business studies into practical things at work place is difficult part for anyone. That was my placement as an internee in hotel management industry, but later on I mingled up with things very easily. 57

AMOUNT OF INFORMATION
The top challenge that was reported was about the amount of details and new information that a new internee must know almost from day one at his/her job. I was overwhelmed by the amount of information that I needed to know in order to be effective. Information seemed to be the theme of this challenge and it included such challenges as having to know all of the information immediately, lack of training, and knowing whom to contact and when.

MEMORIZING INFORMATION
It was hard for me to memorize information about a big organization like Pearl continental and Hashoo group when I was told about it by my marketing supervisor. I.e. the whole structure including management hierarchy, history of organization, number of rooms and types, customers types, banquet halls and purposes of each.

ANSWERING QURRIES
After a lecture by my marketing supervisor at PC on privilege card and other type of inquiries that potential and existing customers do I was assigned the duty of handling them. I found it difficult at start convincing people over it.

RESERVATION SOFTWARE
Hotel has its own reservation software where they add reservation details and links it to reception and finance department and other relevant departments. I was unaware of it and faced difficulties learning it but after some time I got well along with it.

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INTERNSHIP ADVANTAGES IN PRATICAL LIFE

As internship is practical training so it gives a lot of knowledge of practical life. It is the best way to know the environment inside the Sales & Marketing Department which we have to face in the practical life.

Internship gives exposure to the world by meeting and dealing with the different kind of people every day which have given boost to our confidence and experience.

So first of all when you enter into an organization for internship or for job most important thing is your communications skills. So the thing that helped me and boosted my confidence was communication skills. As we have studied Business communication skills and Presentation during the MBA, it gave me the confidence to speak out my mind in front of many people.

Internship goals or objectives usually describe what you intend to learn through your internship. Be specific.

Are you looking to improve or develop selling skills, expand knowledge of a specific field, apply or test a particular body of knowledge?

Are you interested in testing a career interest and your own suitability for that career or trying to decide what you want to major in and/or clarify the direction of your remaining University years?

Are you interested in learning how a particular Department, organization or industry works

The marketing courses like Fundamentals of marketing, Personal Selling, Brand Management, Marketing Research and Advertising and Promotion help me to understand the Sales & Marketing operations. Basic knowledge of marketing gives effective way to deal 59

with the Sales & Marketing operations of the organization. In marketing we were told about the importance of the customers, during my internship I observed that I have seen how the staff members deal with the customers. They were very polite and soft spoken and helping the customers in their problems and solving their problems on priority basis.

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CHAPTER 5

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CONCLUSION AND RECOMMENDATIONS

CONCLUSION
While concluding my report I would like to say that an internship normally covers one academic semester and may be either paid or unpaid. Participating employers may or may not perceive internships as a recruiting program. Paid or unpaid, internship experience and credit on the transcript and resume can help the student compete for career positions. I did my internship at PCHR Hotel, working in Sales & Marketing Department. My internship goals included completing the projects assigned to me, learning about PCHR Hotel as a company, and also developing positive relationships with my team members. Some of my activities as a student intern included attending staff and division meetings, coordinating and attending project planning meetings, working on my giving tasks, performing full concentration on my tasks, and analyzing results from the projects. I was able to complete the main project assigned to me along with my team members and present the results to my manager. I learned a lot from my internship as well as this time period, such as multi tasking several different tasks at work, how to plan and coordinate a task from the beginning to the end, and also how the company functioned on many levels. So an internship is an opportunity to gain real-life experience during the work of an employee in your career area of interest. Ideally this experience allows a student to try out many aspects of the job and to apply skills learned in the classroom environment. It provides many advantages to student that helps him throughout his life. Some are as follows; Translate classroom knowledge into the professional work environment Gain professional experience and receive academic credit Sample various careers before making a long-term commitment Enhance independence, responsibility, self-confidence, and other job skills 62

Interact and collaborate with a developed professional network, and learn from a seasoned professional in your field of interest

Gathering job information data is a tedious and time consuming activity which requires lot of information from internal interfaces

Knowledge of flowcharting software, which can easily reduce the process mapping

Good communication and convincing skills to carry out the analysis Planning before carrying out the activities. Are we ready to face the new challenges ahead keeping in view current issues?

RECOMMENDATIONS FOR MARKETING DEPARTMENT How management of PCHR can improve their system
The management should give an ample consideration to the service related metrics in order to compete with the new entrants. There should be flexible and employees motivated work environment be established particularly for the front of the house staff to achieve highest standard of the services in offers. The electrical and security system should be improved according to new challenges. The health club services should be improved as qualified trainers should be deputed. The sales team should be improved in number and quality to cover all corporate customers not only from Rawalpindi but from all over the Pakistan. All the travel agents working outside Pakistan for PC should be entertained on distinguished terms to attain maximum business from foreign markets, and also to promote PCs as brand symbol.

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Company policies regarding service metrics shall be clearly defined and proactively planned which result in efficient management and progress over the night.

Pearl continental Rawalpindi should install reservation software for regional sales office to initiate quick response from customers approaching outside the City.

The pearl continental should install software for banquet reservation to share the details online of conference, corporate events with the international and national clients.

The management should take steps to control the lobby and events traffic causing extreme disturbance at nights events for sleeping guests.

The management should specifically buildup a foreigner accommodation zone build with the aim of customized service required by the foreign clients.

The Pearl Continental Hotel organization doesn't maintain and encourages performance excellence in form of monetary terms. There is a formal performance appraisal form for all employees, and this is tied to a reward system. It is my view that there are severe problems with the performance appraisal from in that it is very subjective in nature. Because of the subjectivity the system can lead to gross errors, and since this is linked to reward system, the error is not only perpetuated but exaggerated.

SUGGESTION FOR OTHER INTERNEES

Internee should be involve in more and more practical work Sales Calls should be more & more by an internee Internee should have a chance to attend meetings with clients It's very good to work with a team of professional, internship period should be extended Senior Manager should give more & more learning to internee 64

Operations staff have a lower qualification in term of education English level should be increased for operational staff Should give proper learning to lower staff for the enhancement of their work quality

Lower staff is not very happy, human resources should have to work on it

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REFERENCES
Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders (2010). "Marketing defined". Principles of marketing (5th ed.). p. 7. Retrieved 2009-10-23. Paul H. Selden (1997). Sales Process Engineering: A Personal Workshop. Milwaukee, WI. p. 23. www.pchotels.com Powell, Guy R., Return on Marketing Investment: Demand More From Your Marketing And Sales Investments (2003) RPI Press. Lenskold, James, Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability (2003) McGraw-Hill. "Neil McElroy's Epiphany". P&G Changing the Face of Consumer Marketing. Harvard Business School. 5/2/2000. Retrieved 3/9/2011. Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 16

Baker, Michael The Strategic Marketing Plan Audit 2008. p.3 Marketing basics Marketing strategy based on market needs, targets and goals. Aaker, David Strategic Market Management 2008 Lenskold, James D. (2003). The Path to Campaign, Customer, and Corporate Profitability by James D. Lenskold. McGraw-Hill Professional. ISBN 0-07-141363-4. Retrieved 2008-11-03.

Patterson, Laura (2008). Marketing Metrics in Action: Creating a PerformanceDriven Marketing Organization. Racom Communications. ISBN 1-933199-15-6. Retrieved 2008-11-03

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