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Chapter 3: SWOT Analysis

1.1 STRENGTHS
1. Location and property
2. High quality services
3. Best luxury hotel in twin cities
4. Credit worthiness
5. Competent staff
6. Strong financial position
7. Only hotel of Pakistan listed in LHW
8. Rich in culture
9. Training and developing program
10. Unique guest facilities and services
As we know that Serena is the most beautiful hotel in the twin cities with the capacity of
around 380 rooms. It is located near Diplomatic Enclave so the area is always secured so
this adds up positive points for the hotel.
ISH offers many services including The Health Club and spa which features an outdoor
heated pool. Well-equipped ladies and gents gym, minutes away from the hotel are, golf,
tennis and horse riding facilities and walking tracks around the hotel are easily accessible.
Serena is industry leader so many talented professional of tourism industry want to work
here so it helps ISH having the most competent staff.
ISH belongs to AKFED and the group runs 96 different companies, means that hotel has
strong financial background and can work on huge investments easily.
One of the most important things in Serena hotels is culture I was also told a lot about
how ISH tries to promote culture of different parts of Pakistan by different activities.
Infrastructure of hotel is also inspired by typical and traditional Pakistani culture.

ISH is one of the 503 leading hotels of the world that increases its goodwill. Many
international public figures have stayed at the hotel and their pleasant comments are
displayed on the website which is also a good sign for ISH.
ISH has training and development program for employees and a strong human resource
department. ISH works a lot on awareness of their employees; during my internship they
started a campaign against sexual harassment and employee education and awareness
programs. ISH has 980 employees who make possible the timely action at the hotel
which leads it towards achieving its objectives.
Serena also provides some complimentary services to guests including airport transfers
and Wi-Fi access. 24/7 room service, business center and doctor is also available. Mini
bar and shopping arcade also attract the customers.

1.2WEAKNESSE
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6.
7.

Limited target market


High cost
High tariff rates
Long working hours, cause employees fatigue and stress
Very low salaries
High turnover
No branches in other major cities

ISH is a five star hotel so its prices are out of reach for middle class ofcountry; not
only stay but restaurants and other services are also very expensive. Hotel has to pay
a lot of taxes and operational cost is high thats why only foreign tourists and upper
class can avail these services which limits it market too few as compared to masses.
Working hours are very long even the management staff has to work nine hours a day
and this causes employees being tired. Employee turnover is very high at Serena
hotel, on inquiry I was told that because of low salaries turnover is high. Hospitality
is somehow a new field of work for people in Pakistan. Most graduates join the hotel
to gain experience and then leave for abroad and hotel knowing the fact pays them
low.
Serena hotel has no operation in cities like Lahore and Karachi while all other major
chains have hotels there and the market has a lot of potential too.

3.3
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7.

OPPORTUNITIES
Alliance with airlines
Trend to tourism
Establishing new hotels
Improving living standards of people
Main attraction for foreign tourists
Diversified services for different economy classes
International conferences and seminars

ISH is main the attraction for foreign tourists and the hotel can come up with different
offers specifically for the foreign tourist to encourage their stay at the hotel because
there are many three stars hotels are opening and some huge projects are underwork.
Trend towards tourism and adventure is increasing; with the improving living
standard of people at international and national level as well people are traveling
more now and are business opportunity for ISH.
Cities like Lahore and Karachi has potential and analyzing the financial background
of organization Serena can open more hotels at international level as well.
Serena hotel can also attract a huge number of consumers if they offer some
diversified services including medium priced restaurants for upper middle class and
swimming classes for children with discounts rates and more diversified cooking
classes for housewives and mothers.
Most of the business conferences in Islamabad are held at Marriott hotel, Serena can
also attract NGOs & multinational companies to held their seminars & conferences at
ISH.
Serena hotel can alliance with different airlines as it will bring the employees of
airlines to stay at hotel o regular basis and can increase hotels profit.

3.4
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THREATS
Existing competitors
Insecurity and terrorism in the country
High costs on energy due to load shedding
Opening of new hotels
Head to head competition with Marriott Islamabad
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6. Imposition of additional tax to GST


Tourism industry of country has been affected by terrorism and it has cause harm to
hotel industry as well. Until the countrys image is better on international level hotel
will not be able to work on full capacity.
Marriott and Serena are strong competitors in Islamabad so they try to compete on
each level by different activities even if it means following others.
Opening of many three stars hotels in Islamabad has attracted middle class towards them
and now some other huge projects are also under construction including a seven star
hotel, which will be a direct threat to ISH. Imposition of high GST has caused a huge
raise in prices of products as well.

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