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INTERNSHIP REPORT ON FAISALABAD

SERENA HOTEL

PREPARED BY

ZUNAIRA SHAFIQUE

BBA-FA06-044

BBA (Hons.)

SEMESTER: 8TH

SESSION: 2006-2010

MAJOR IN MARKETING

DEPARTMENT OF MANAGEMENT SCIENCES

The University Of Faisalabad

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 ACKNOWLEDGEMENT

In the name of Almighty Allah who is most merciful, and who give me
strength to write this internship report in a different way.
I extend my heartiest thanks to my seniors, colleagues and subordinates who
assist me on every occasion to enable me to write this report.
My parents, classmates and friends come next in the list of those whom I have
to thank.
I pay special homage to the following persons:
Mr. Junaid Ashraf General Manager Faisalabad Serena Hotel.
Mr. Mohammad Shahbaz Toor Chief Engineer Faisalabad Serena Hotel.
Ms. Javeria Zafar HR Officer Faisalabad Serena Hotel.

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TABLE OF CONTENTS:-
Executive Summary……………………………………………………………………..
Introduction To Faisalabad Serena Hotel…………………………………………………
Brief History……………………………………………………………..
The Company………………………………………..................................
Location Of Faisalabad Serena Hotel……………………………………………………
Serena Mission Statement……………………………………………………………….
Serena Vision Statement…………………………………………………………………
Corporate Environmental Mission Statement……………………………………………
Faisalabad Serena Hotel Facilities……………………………………………………….
Corporate Social Responsibility…………………………………………………………
Sustainable Development……………………………………………….
The Eco-View At Fsh……………………………………………………………………
Serena’s Objectives Over Next Five Years………………………………………………
Serena Corporate Management Philosophy……………………………………,,……....
Departments In Faisalabad Serena Hotel…………………………………………………
Product Offering………………………………………………………………………….
Conference Packages Of Serena…………………………………………………………..
Optional Activities At Faisalabad Serena Hotel…………………………………………..
Structural Dimensions Of Faisalabad Serena Hotel……………………………………….
Formalization…………………………………………………………….
Specialization…………………………………………………………….
Hierarchy Of Authority……………………………………………………
Centralization………………………………………………………………
Professionalism……………………………………………………………..
Personnel Ratio……………………………………………………………….
Organizational Hierarchy Of Faisalabad Serena Hotel……………………………………..

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Organizational Hierarchy Of Needs For Fsh……………………………………………….
What I Learned During My Training At Faisalabad Serena Hotel
In The Marketing Department……………………………………………………………..

Development Of Marketing Goals And Strategy……………………………………..........

Vip Task Manager…………………………………………………………………………..
Marketing Planning…………………………………………………………………………
Tracking Marketing Tactics…………………………………………………………………
Use Of Vip Task Manager In Tracking……………………………………………………...
Reporting And Analyzing Marketing Plan………………………………………………….
Use Of Vip Task Manager In Reporting……………………………………………………..
Early Bird Report, Action Plan And Event Order……………………………………………
Conductinf Marketing Researches And
Monitoring Customer Needs………………………………………………………………….
Advertising And Promotion……………………………………………………………………
Creating Advertising & Promotion Plan………………………………………………………..
Keeping The Advertising & Promotions Plan Under Control…………………………………..
Serena’s Pricing Strategy………………………………………………………………………..
Major Policy Statements…………………………………………………………………………
Proposed Strategy……………………………………………………………………………….
Growth Strategy…………………………………………………………………………………
Strategic Plan…………………………………………………………………………………….
Measuring The Hotel Business Plan,
The Hotel Management Balanced Scorecard…………………………………………….
Swot Analysis Of Faisalabad Serena Hotel……………………………………………….
Concusion…………………………………………………………………………………
Recommendations…………………………………………………………………………
References…………………………………………………………………………………

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 EXECUTIVE SUMMARY

This report is the practical part of the most vital practice of our BBA (Hons.)
-Marketing program. The sole objective is to get a practical manipulation of a
business organization. This report has been written to know how big organizations
like Serena Hotels manage their teams to achieve their common goals.

In the first phase of the report there is the general introduction about the
company, then the mission, vision, values, objectives and philosophy of the
company are described. After that the various departments , product offerings and
structural dimensions of the organization have been explained.

In the next phase the organizational hierarchy is shown and the most
important my experience while working in Serena Hotel Faisalabad as internee is
explained, about the sales and marketing department, the reporting system and
various promotional activities being adopted and strategies being used.

In the next part pricing strategy, policy statements, strategic plan and SWOT
analysis of Serena Hotel Faisalabad has been done by the help of which it is
identified that what are the strong areas of the organization and where it lacks so
that it can improve, and in the end summing up with some conclusions and
recommendations.

INTRODUCTION TO FAISALABAD SERENA HOTEL

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BRIEF HISTORY:
Faisalabad city, formerly Lyallpur, with a population of over five million, the city
is located in the North East of Pakistan, in a cotton and wheat growing area. The
city is known as Manchester of Pakistan for its rich Textile industry.

Faisalabad Serena Hotel was inaugurated in 1987 by the President of Pakistan

General Muhammad Zia-ul-Haq. Faisalabad and Quetta Serena hotels have been
designed and built according to the Serena standard, incorporating the local
architectural characteristics of the Region. Islamabad, Swat and Gilgit Serena
hotels are located amidst the most scenic areas of Pakistan and cater mostly to the
leisure travelers.

THE COMPANY:
Tourism Promotion Services (Pakistan) Limited was incorporated in Pakistan on
19th March 1969 and is a public limited company (unlisted) registered under the
Companies Ordinance, 1984. Serena Group Of Hotels is a part of this company.
The Aga Khan Fund for Economic Development S.A., Switzerland (AKFED)
holds majority of the shareholding i.e. 92%, followed by 6% holding by the
Industrial Promotion Services (Pakistan) Limited, another project of AKFED and
the remaining 2% by Government of Pakistan through Pakistan Tourism
Development Corporation and Ministry of Tourism, Government of Pakistan.
The Company owns and manages hotels in Islamabad, Faisalabad, Quetta, Swat,
Gilgit and Hunza. The expansion plan of the company includes development of
hotels in northern and the southern regions of Pakistan. The company is committed
to work hand in hand with the Government of Pakistan in developing tourism in
Pakistan.
The Corporate Office and the Hotels are being managed by a team of
professionals. They are committed to provide full support to their associates for
delivering the best possible, efficient and personalized services to their guests.
In addition to Pakistan, over 20 Serena Hotels and Inns are being run
professionally in Kenya, Tanzania, Zanzibar, Mozambique, Uganda, Afghanistan
and Tajikistan.

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

LOCATION OF FAISALABAD SERENA HOTEL:

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 SERENA MISSION STATEMENT

“Our mission is to create buildings of outstanding ethnic design offering

the highest standards of service and product, providing management and
our team members with an environment which enables all of us to deliver
operating standards beyond the level of our guests’ expectations, resulting
in satisfactory returns to our stakeholders.”

Faisalabad Serena Hotel is a place where the genuine care and comfort of the guest
is their mission. They pledge to provide the finest personal services and facilities to
their guests who will always enjoy a warm, relaxed, yet refined ambiance.

Motto at Faisalabad Serena Hotel is “Together we strive to become what we were

meant to be”.

 Faisalabad Serena Hotel will reflect the image of trendsetter in service and
standard through professional training and personal development, which
will mean genuine caring approach toward its guests.
 Faisalabad Serena Hotel will continue to be perceived as a hotel that cares
for the development of social and cultural activities in the area where it’s
located.
 Faisalabad Serena Hotel in collaboration with appropriate national and
international organization will ensure the widest possible awareness and
observance of the initiative and practice they promote.
 Faisalabad Serena Hotel will regularly arrange training of staff internally
and in national institutions to have professional and motivated staff.

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 SERENA VISION STATEMENT

“The Goal of our organization is to meet and exceed guest’s expectations.”

CORPORATE ENVIRONMENTAL MISSION STATEMENT

Serena’s corporate environmental mission statement contains the following parts:

 We are committed to developing projects, which pay the highest regard to

environmental concerns in design, planning, construction and operation.
 We will be sensitive towards the monitoring of the interests of the local
population including their traditions, culture and future development.
 We will practice a responsible attitude towards energy conservation;
reducing and recycling waste; control of sewage disposal, air – emission and
pollutants; reduce use of unfriendly products such as Chloro Floro Carbon’s
(CFC’s), pesticides and other toxic substances; reduce noise and visual
pollution.
 We will be sensitive to the conservation of environmentally protected or
threatened areas, species and scenic aesthetics and to achieving landscape
enhancement where possible, with indigenous plant material reinforcement.
 We must conserve rather than exploit nature.

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FAISALABAD SERENA HOTEL FACILITIES
There are diverse varieties of facilities provided by FSH which includes:-

 144 guest Rooms and Suites

 Complimentary Airport Shuttle Service
 Rent-a-car
 Concierge
 Multilingual staff
 Laundry Shop
 The Executive Floor and Jasmine Floor offer additional facilities for our
guests such as a Private Lounge area, Business Center, Meeting Room and
Butler Service.
 Lyallpur Coffee Shop
 Fine-dining Restaurant serving Pakistani, Continental cuisine and Hi Tea
with live music.
 Xuelian Restaurant with Chinese, Japanese and Thai specialty Cuisines.
 Jharoka, Café and Ice Cream Parlour.
 The Seasonal Barbeque at the Basant Court featuring traditional provincial
food with live music
 Lobby Lounge serves tea, coffee and light snacks.
 Health Club
 Swimming pool and sun-deck
 Pool Bar
 Tennis Court
 Squash Court
 Gymnasium
 Shopping Arcade
 Baby-sitting, additional beds/cots, children’s meals
 Conference/Events Centre
 24-hour Business Centre
 WI-FI Internet access
 Flat screen TV with a variety of Channels
 24-hour Forex
 Room Service,
 Valet Parking,
 In House Laundry and Dry Cleaning same day service
 24-hour doctor on call
 Power (240V/ 3 pin square- plugs/shaver sockets)
 Special dietary needs available with advance notice
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  Faisalabad Serena Hotel pays particular care and attention towards the
security and well-being of hotel guests. There has been an increase in
security checks, up-gradation of equipment, with a revised Crisis
Management Plan in place so as to tackle any unforeseen incident.

CORPORATE SOCIAL RESPONSIBILITY

Sustainable Development
The CSR Programme at Serena is inspired and derived from His Highness Aga
Khan’s vision of “Holistic development where organizations play an essential role
in the provision of social services”. The CSR Programme at Serena is known as
SEED (Serena Environmental and Educational Development Programme).

This Programme underpins a broad CSR response in the areas of Culture,

Environment, Governance and Society. This programme follows the concept of an
organization being a social enterprise where the business needs are synergized with
the social outcomes. Serena encourages open and transparent business practices
that are based on ethical values and respect for its employees, communities and the
environment.

The social, developmental and operational activities of Serena are designed in such
a manner that these activities deliver sustainable value to the society at large, as
well as to shareholders. At Serena corporate social responsibility goes far beyond
the old concepts of philanthropy of the past which was just donating money to
good causes at the end of the financial year - and is instead an all year round
responsibility that Serena accepts for the environment around it, for the best
working practices, for the engagement in the local communities and for the
recognition that brand names depend not only on quality, price and uniqueness but
on how, cumulatively, Serena interacts with companies’ workforce, community
and environment. Now we are moving towards a challenging feature of our
corporate responsibility, where at Serena the results are judged not just by the input
but by the outcomes: the change we bring along in this world in which we live
through our foot prints, and the contribution we make to reduce the sufferings
around us.

THE ECO-VIEW AT FSH

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 SERENA’S OBJECTIVES OVER NEXT FIVE YEARS:-

In general the main purpose of setting the objectives is to state that what is to be
accomplished in future within the specific period of time. The main reason for
setting-up the long term objectives is to set a target or challenge to work for that
and to some extent impress the shareholders and other stakeholders.
F ive Y ears O bjectives:
When we talk about Islamabad Serena hotel their next five years objectives include
the following:
1. T o I ncrease P rofitability:
Faisalabad Serena hotel has planned to increase their earnings by 15% annually
and to reach at least 40% increase over the next five years.
2. T o I ncrease M arket S hare:
Serena hotel has an objective over the next five years to increase their market share
from Internet sources and through alliances with airlines and to give more
attractive packages to their customers.

3. D elivering S hareholder V alue:

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They are being committed to be growing company. Their success will result in
investment returns that are consistently among the best hotel industry. Their
primary business objective is to maximize current returns to the shareholders by
increasing cash flow available to pay distributions and provide long-term total
returns to shareholders.
4. B eing t he B est:
Faisalabad Serena hotel has an objective to become an innovative leader in the
hotel industry and to continuously improve their products and services. They will
seek from their supplier highest quality of product and services at the best value.

5. W orking T ogether a s C olleagues:

They emphasize on sharing responsibility, accountability and recognition through a
climate of teamwork, because this thing will ultimately help to improve their
overall efficiency, as the employees will be motivated.

6. P roviding a C limate o f E nthusiasm:

They are committed to every one at Serena hotel by providing a caring and
motivating, and rewarding environment. As an industry leader, they have an
objective over the next five years to bringing out the best people though effective
training and meaning full carrier and personal development and by encouraging
individuality and initiative.

7. C ontribute T o N ational G rowth:

Tourism is a sector of Pakistan's economy that has significant potential and a
country can increase the foreign earnings with the help of tourism. Operating under
the “Serena” brand name, Tourism Promotion Services owns and manages fifteen
hotels in East Africa and Asia. Besides earning foreign exchange and increasing
employment and manpower development, tourism can contribute to national

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growth in more qualitative ways. So now their main objective over the next five
years is to satisfy the wants and needs of tourism businesses and hotels as well as
consumers in the 21st century.
8. M aintain H igh S tandards:
Now they have an objective to keep the same high standards regarding the quality
of their goods and services and to make improvements in those areas where they
are lacking behind.
9. T o C reate A n A lliances:
Increase business from Internet sources and through partnerships. So in order to
capture or increase the market share now the objective of the Serena hotel is to
create an alliance with airlines so that all the staff and passenger stay in Serena
hotel, which will definitely brings a huge amount of revenues on regular basis.

SERENA CORPORATE MANAGEMENT PHILOSOPHY

SERENA HOTEL
_________________
OUR TEAM
OUR PRODUCT
OUR GUEST
OUR OWNER

DEPARTMENTS IN FAISALABAD SERENA HOTEL

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At FSH there are seven major departments and each department has its own style
of working and at the same time it is connected with the rest of the network. These
departments are as follows:-

1) Accounts department
2) Sales and marketing department
3) House keeping
4) Human resource department
5) F&B department
6) Production
7) Engineering
8) IT department
1. ACCOUNTS DEPARTMENT:

This department is considered as the backbone of the hotel operations. It looks into
all the matters related with the finance and cost control. The department is headed
by Financial Controller.He has the full authority and control over the department
and his decisions in this regard are final with the approval of General Manager.
This department is responsible

 To support other operational departments.

 To maximize hotel profitability.
 To be accurate in bookkeeping system. It should ensure effective
Management Information System and implementation of controls &
procedures.

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The underlying areas of functioning for the accounts department are:

AUDITING

CASHIERING

INFORMATION
TECHNOLOGY

F&B CONTROLS

PURCHASING

RECEIVING

ACCOUNTING

STORES

2. SALES AND MARKETING DEPARTMENT:

This department plays a vital role in attracting customers and runs promotional
campaigns.

3. HOUSE KEEPING:
This department is responsible for establishing and maintaining high standards of
cleanliness, for both our external customers (Guests) and internal customers
(employees).The scope of the house keeping responsibilities and duties involve the
following activities :-

1. Housekeeping control desk 4.Minibar 7.Linen

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2. Front of the house 5.Laundry 8.Flower Room
3. Back of the house 6.Uniform 9.Pest control 10.Lost&Found

4. HUMAN RESOURCE DEPARTMENT:

Human Resource Department is one of the most important parts of the Faisalabad
Serena Hotel back of the house management team. It serves to handle all the
matters regarding attracting, retaining and compensating the employees. It
overlooks all the matters that help to develop smooth employment relations all
over the Hotel to achieve maximum output from the employees. It functions like a
bridge in between the workers and management. There is Human Resource
Manager who manages the whole department and its functioning along with the
assistant HR-Manager and HR-Officer

The sub departments or sections HR-Dept looks into are as follows:

 Time Office
 Staff Cafeteria Satoon
5. F&B DEPARTMENT:
The word F&B stands for Food and Beverages. This department is headed by F&B
director. The main duties assigned are:-

 Provision of quality food to the guests

 Serving and related matters
 Maintenance of food items
6. PRODUCTION:
The Food & Beverages department when comprised of the production division
involves the kitchen having the specialized production area and wide range of
cooking equipment that helps for cooking of different types of meals. The key
objectives of F & B ( Kitchen) is to enhance the dining experience of the guests

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and to create the cuisine which is beyond customer expectations by providing
modern creative yet authentic food and maintaining high hygiene standards

. It starts from the purchase of food items and ends with the production. Following
are the sub departments comes under the Kitchen

 Butchery
 Garde Mangér
 Patisserie
 Banquets
 Coffee Shop And Room Service
 Pakistani, Thai, Chinese
 Staff Canteen
 Kitchen Stewarding

7. ENGINEERING:
The Engineering department is responsible for the maintenance of various
mechanical sections of the organization and operational readiness of all
engineering services. It also strives to achieve declining routine complaints and
minimum down time on machineries and equipment. It includes the following
systems under its supervision :-

Plants/Equipments on Board/Location
1. Power Generation / Distribution
2. Heating / Air-conditioning System
3. Hot water system
4. Elevators
5. Sewage Treatment system
6. Water Treatment system
Fire and Safety
1. Water Ring main system
2. Smoke and Heat detectors
3. Fire Alarm Panel
4. Fire Fighting Extinguishers
Horticulture

Responsible for maintaining landscaping and indoor and outdoor plants.

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8. IT DEPARTMENT:
The Information Technology Department is responsible to design such
technologies for the Hotel that will work efficiently along with the cost control.
Following are the technologies that are used in Faisalabad Serena Hotel:

 FOH( Front of the House): Fox Pro DOS(2.6)

 BOH ( Back of the House):Accounts & Purchase MIS Plan

 ACT Technology for Sales & Banqueting: Oracle(8)

 Online Guest Comments: Data base periodically

 2 Domains: way of communication

 2 work groups : Experiences of guests through C-Net # Technology almost

300 computers are connected

 FTB: Fire Transfer Protocol

 75 Personal Computers connected with in the offices

 Digital Exchange 4400 BA & BX made by Alcatel

 Digital Computerized Exchange

 Self-Developed Software: EI(Exchange Interface)

 Working on Prestige Club Management System

 Multimedia and sound system controls in the Events

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 PRODUCT OFFERING
Faisalabad Serena Hotel offers a wide variety of products in packages:

Serena Suites (Floor 1) Serena Vacation Package

Serena Executive Floor (Floor 1) Serena Summer Package

Serena Jasmine Floor (Floor 1) Serena Wedding Package

CONFERENCE PACKAGES OF SERENA

Serena Conference (A)
 Well appointed rooms

 Buffet breakfast

 Buffet lunch (2 main courses )

 Buffet dinner (3 main courses)

 2 tea breaks with cookies / snacks

 Meeting room with available audiovisual aids

 Up-gradation of rooms to Jasmine Floor

 Spouse stay free (room only)

 Free use of internet / email in business center

 Airport pickup and drop

 Group photograph

 Newspaper in every room

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 Baggage service

 Welcome drink on arrival

 Free use of recreational facilities

 Multimedia on nominal charges

Minimum size 25 and above Room Nights

Single Room Rs. 7,000 + Tax

Double Room Rs. 8,500 + Tax

Triple Room Rs. 9,500 + Tax

Serena Conference (B)

 Well appointed rooms

 Buffet breakfast

 Buffet lunch (2 main courses )

 Buffet dinner (3 main courses)

 2 tea breaks with cookies / snacks

 Meeting room with available audiovisual aids

 Up-gradation of rooms to Jasmine Floor

 Airport pickup and drop

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 Group photograph

 Newspaper in every room

 Baggage service

 Welcome drink on arrival

 Free use of recreational facilities

 Multimedia on nominal charges

Minimum size 50 and above room nights

Single Room Rs. 7,000 + Tax

Double Room Rs. 8,500 + Tax

Triple Room Rs. 9,500 + Tax

Serena Conference (C)

 Well appointed rooms

 Buffet breakfast

 Buffet lunch (2 main courses )

 Buffet dinner (3 main courses)

 2 tea breaks with cookies / snacks

 Meeting room with available audiovisual aids

 Up-gradation of rooms to Jasmine Floor

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 Airport pickup and drop

 Group photograph

 Newspaper in every room

 Baggage service

 Welcome drink on arrival

 Free use of recreational facilities

 Multimedia on nominal charges

Minimum size 100 and above room nights

Single Room Rs. 6,500 + Tax
Double Room Rs. 7,500 + TaxTriple Room Rs. 8,500 + Tax

 Special Theme dinners can be arranged on additional charges

Optional Activities At Faisalabad Serena Hotel

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A- Theme Dinner

 Mughlai Dinner

 Punjabi Dinner

 Balochi Dinner

 Jungle Night

 Mexican Theme Night

B- Excursions

 Excursion to River Chenab, visit of historic “Havelly”

 Kalar Kahar

 Shopping Trip

 Khewra Salt Mines

 Gutwala Park

C- Sports

 Floodlight Cricket Match

 Basant Mela

 Swimming Competition

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Structural Dimensions of Faisalabad Serena Hotel
1. Formalization:
There is a formalized system of the departmentalization at FSH. The company is
divided into formalized departments. These are

1. Front Office
2. Room division
3. House Keeping
4. Engineering
5. Purchase
6. Stewarding
7. Food & Beverages(Kitchen)
8. Food & Beverages(Service)
9. Food & Beverages(Banqueting)
10.Prestige Club
11.Public Relations
12.Sales & Marketing
13.Human Resource Department
14. Accounts
15.Information Technology

2. Specialization:
All departments have been assigned a specialized division of labor. They are
responsible for performing their respective tasks and duties when working
together. They share their duties but they are responsible on their own.

3. Hierarchy of Authority:
Top –Bottom Approach:

The hierarchal structure practicing in FSH is Top-Bottom approach. Final authority

lies in General Manager or Director Operations that is delegated to the lower level
of management.

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  General Manager/Director Operations
 Head of the Department
 Asst. Head of the department
 Section Head
 Supervisor

4. Centralization:
Being the multinational company it is working under standard operational
procedures. Such procedures pre determine the set of activities the individual
departments can perform. The General Manager controls the department in the way
that no department could involve into such activities that is out of their SOPs. The
basic concept of centralization in FSH is to control the activities of the departments
in a favorable manner.

5. Professionalism:
In multinational company, the expectations of the clients regarding services are
very high in order to meet and exceed the expectations of the clients; the
companies require a professional work force in order to achieve optimum results.

In Faisalabad Serena Hotel the company hires and trains their workforce to make
them highly professional ion their respective fields to get the maximum satisfaction
from the guests and high profits.

Personnel Ratio:
The details of personnel ratio of the Faisalabad Manning process is given below:

DEPARTMENT Total %Age

ACCOUNTS 15 4.53%
PERMIT ROOM 3 0.91%
Total 18 5.44%
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HOUSEKEEPING 29 8.76%
LAUNDRY 17 5.14%
Total 46 13.90%
F&B ADMIN. 13 3.93%
F&B SERVICE 45 13.60%
F&B BANQUET 16 4.83%
F&B STEWARDING 22 6.65%
F&B KITCHEN 54 16.31%
Total 150 45.32%
HUMAN RESOURCE 7 2.11%
SECURITY 2 0.60%
STAFF CAFETERIA 5 1.51%
STAFF LOCKERS 2 0.60%
Total 16 4.83%
SALES & MARKETING 4 1.21%
SPORTS & REC. 7 2.11%
Total 11 3.32%
FRONT OFFICE 35 10.57%
T&T 6 1.81%
PURCHASE 4 1.21%
A&G 4 1.21%
ENGINEERING 39 11.78%
PUBLIC RELATIONS 1 0.30%

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PRESTIGE CLUB 1 0.30%
Total 90 27.19%
G.TOTAL: 331 100.00%

ORGANIZATIONAL HIERARCHY OF FAISALABAD SERENA HOTEL

GENERAL
MANAGER

EXECUTIVE
SECRETARY
ROOM DIRECTOR DIRECTOR PUBLIC PRESTIGE
FINANCIAL CHIEF DIVISION F&B RELATION
CONTROLLER HUMAN SALES & CLUB
ENGINEER MANAGER MANAGE MANAGE
RESOURCE F&B MARKETING
MANAGER EXECUTIVE MANAGER R R
HOUSE
ASST. KEEPER SALES
AAST. EXECUTIVE &MARKETING
CHIEF
FINANCE CHEF MANAGER
ENGINEER HR FRONT
CONTROL OFFICERS OFFICE
LER MANAGER ASST. SALES
CHIEF MANAGER
REPAIR & STEWARD
PURCHASE SECURITY
MANAGER MAINTAINE
NCE SUPERVISOR SALES
ENGINEER COORDINATOR
CAFETERIA
F&B COST SUPERVISOR
CONTROLER

SHIFT
ENGINEER

ORGANIZATIONAL HIERARCHY OF NEEDS FOR FSH

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Faisalabad Serena Hotel has developed and positioned itself in the society as a
highly esteemed place and to maintain its position it follows a hierarchy of needs
which increases the organization’s financial stability from step to step as the
organization increases and maintains its path towards excellence.

WHAT I LEARNED DURING MY TRAINING AT

FAISALABAD SERENA HOTEL IN THE MARKETING
DEPARTMENT
The workflow of marketing department is defined by its functions. Most
organizations have marketing division responsible for marketing strategy,
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researching, promoting, conducting customer surveys, branding, public relations
and creating of corporate style. All these responsibilities can be gathered in several
main functions of the marketing department. These functions are as follows:-

 1) Development of marketing goals and strategy.

 2) Conducting marketing researches and monitoring customer needs.
 3) Promotion and advertisements.

1) DEVELOPMENT OF MARKETING GOALS

AND STRATEGY:-
One of the most important functions of the marketing department is to design a set
of written goals, objectives and strategies for marketing activities of the
organization. This means establishing rules and business concept of how the
organization will conduct itself on the market, what marketing instruments will be
used, what goals will be set and what strategies should be applied to attaining
effective advertising campaigns. The marketing department develops a market
based business strategy that provides unique value to the customers on all services
and products of the organization.

The strategy establishes the workflow in the marketing department so that each
process within the workflow can be continually evaluated, measured and improved
until the marketing goals are successfully achieved.

VIP TASK MANAGER: VIP Task Manager allows to design and share
marketing goals and strategy in Task List view and build marketing department
workflow. By using this software marketing director can create a structure in Task
Tree view for coordinating all marketing processes toward the attainment of
organizational goals.
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MARKETING PLANNING:-
Marketing planning is sequence of activities leading to the establishing of strategic
planning goals for an organization, and the statement of strategic plans for
attaining them. Basically it is a process for defining what a business should
become and how it can efficiently achieve these goals.

The process of marketing planning is a part of marketing strategy. This process

assists the organization in development of marketing plans based on the market
insights and gained from market segmentation and market mapping. By using VIP
Task Manager, the strategic marketing planning process can be improved and
optimized. VIP Task Managers’ users will find that they are able to manage
marketing plans more efficiently and perform tasks within deadlines and without
delays to carry out marketing tactics. The manager of the marketing department
will be able to make better decisions about assigning tasks and allocating
resources.

FOR EXAMPLE, “Marketing Director can use Task Tree View to

breakdown marketing plan into stages, and Calendar View to create a schedule for
daily/weekly/monthly activities. In Task Tree View there can be created to-do lists
for marketing specialists and managers.”

TRACKING MARKETING TACTICS:-

It is essential that with any implemented marketing plan the marketing department
should take the time to track its success. If not tracking and evaluating the
execution of marketing plan, the organization can not define which marketing
tactics brought the best outcomes for the business and which should or should not

34
be repeated next time. If done regularly the tracking of the marketing tactics will
save valuable time and resources and will ensure the implemented tactics are best
suited to maintain and grow the organization.

USE OF VIP TASK MANAGER IN TRACKING:-

In VIP Task Manger each task and process can be tracked and evaluated by the
managers. Marketing Director can ,

 Watch to-do lists of the employees.

 Track what tasks are being performed at the moment.
 Prioritize procrastinated tasks.
 Leave comments on what an employee should do to complete a task in time
and according to schedule.

REPORTING AND ANALYZING MARKETING PLAN:-

Before implementing a new marketing plan next time, the marketing department
considers what results should be achieved. Once the plan is implemented. The
department can compare actual results with the ones it estimated to see if the plan
was successful. The actual results should be reported to the Marketing Director so
that it will be possible to conduct analysis of the marketing tactics and determine
whether they were successful. Every reporting period ( a week, a month, a quarter)
it is a good idea to keep track of whether the business is meeting sales forecasts, so
that if necessary, the marketing department can amend current expenses or
implement additional marketing tactics to ensure the business reached sales and
marketing goals.

USE OF VIP TASK MANAGER IN REPORTING:-

35
In VIP Task Manager the Marketing Director can get task report from the
employees in text or HTML view. A task report may chow current progress, due
dates, assignments, managers’ comments and other. The report may include
custom fields.

CUSTOM FIELDS: They allow to build various measures and KPIs for
evaluating marketing activities.

EARLY BIRD REPORT, ACTION PLAN AND EVENT

ORDER:-
The following pages will show what I learned during my training program and
what kind of reports were made and analyzed by the sales office.

The Early Bird Report shows the company’s budgets and the details of F&B
discounts on prestige cards.

An Action Plan is developed and distributed in all the major departments

whenever an event is going to take place at the hotel e.g. an action plan is
developed for TOMBOLA NIGHT , in which all the actions required by a specific
department are listed, and every department then acts upon it .

Event order is also distributed in each and every department which describes the
date, time and location of the event at Faisalabad Serena Hotel. I used to learn,
analyze and distribute all these reports during my training program at FSH.

36
 2) CONDUCTING MARKETING RESEARCHES
AND MONITORING CUSTOMER NEEDS:-
To introduce products and services into a market and create a value in the mind
of the customers, the managers of the marketing department need clear and
appropriate information. The marketing research provides the facts and directions
that the managers can use to make their important decisions for marketing and
competitive activities.

USE OF VIP TASK MANAGER IN MARKETING RESEARCH

AND MONITORING:-
To organize the workflow for managing market research and monitoring
customer needs, the marketing department can use VIP Task Manager. By using
this software, each marketing research can be created as a project with
appropriate stages and to-do lists. In Calendar View the managers can create
schedules for marketing researches and set due dates per task.

3) ADVERTISING AND PROMOTION:-

Finding new customers is the key challenge for every business.  Through creative
advertising and promotion a business can attract new customers and gain more

37
revenue.  The marketing department is responsible for providing product/service
advertising and promotion. The function of advertising and promotion is especially
important when the organization launches a new brand and it should be promoted
by informing the customers of the brand’s features and advantages.

USE OF VIP TASK MANAGER IN ADVERTISING AND

PROMOTION:-

By using VIP Task Manager, the marketing department can arrange advertising
campaigns and manage promotion activities. The software allows to break down a
campaign into stages and tasks with possibility to track each step of the involved
employees and measure the campaign outcome. VIP Task Manager is convenient
tool for brand and product management.

CREATING ADVERTISING AND PROMOTION PLAN:-

The advertising and promotion function of the marketing department describes
how the unique selling proposition will be delivered to the prospective customers.
The advertising and promotion plan offers a range of advertising and promotional
opportunities that will allow to address the advertising message and the product
concept to the target audiences throughout the market. While there are many
different promotion methods available to the department, what distinguishes an
effective advertising and promotion plan from an inefficient one is a focus that the
unique selling proposition provides. The advertising and promotion plan may
consist of the following parts:-

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 ADVERTISING

SALES PROMOTION

MARKETING MATERIALS

PUBLICITY

TRADESHOWS
ADVERTISING:-
This part is oriented towards selection of mass media that will be most effective in
achieving the target market. The marketing department makes decisions about how
mush of advertising budget will be spent on each mass medium.

SALES PROMOTION:-
If it is appropriate to the business, the marketing department can arrange
incorporate sales promotion activities into advertising and promotion plan by such
measures as:

 Free samples
 Coupons
 Product demonstrations
 Purchase discounts
 Discount cards (e.g. PRESTIGE CLUB CARD of Serena)

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MARKETING MATERIALS:-
Each business includes some of these materials in their promotion plans. The most
common marketing materials are:-

 Business cards
 Brochures
 Leaflets
 Service sheets

Serena Hotel uses all of these marketing materials.

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PUBLICITY:-
Another part of advertising and promotion plan is publicity. This assumes
arrangement of such measures as :-

 Product launches
 Special events
 Events including community engagement( e.g. EID, and Basant Festivals etc
at Serena Hotels)
 Writing articles
 Receiving and using customer testimonials

TRADESHOWS:-
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This is not obligatory part of the plan. However it can be incredibly effective
promotion and sales opportunities.

In the task group "Advertising and Promotion Plan" there can be created subgroups
"Advertising", "Sales Promotions", "Marketing Materials", "Publicity", and
"Tradeshows". In each of the subgroups the brand manager and product manager
can add tasks and to-do lists and then assign them to the staff of the marketing
department.

KEEPING THE ADVERTISING AND PROMOTION PLAN

UNDER CONTROL:-
Control over the implementation of the advertising and promotion plan is kept by
the marketing department, often in cooperation with PR department. The
department tracks and monitors the course of advertising campaigns and controls
tasks performance of promotion specialists, sales agents, marketing researchers,
and advertising copywriters. As a coordinator of advertising campaigns and
promotion activities, the brand and product manager should be informed about
current campaign progress and outstanding issues the employees face in their
work. For example, it is necessary to check whether the campaign is running
according to the plan. In VIP Task Manager the coordinator can use Filter Bar to
track the campaign status by columns "Status". Tasks can be grouped and filtered
by columns "Due date" and "Complete" so that the coordinator could see
uncompleted tasks. Besides, the coordinator can get notifications on task changes.

BUILDING TASK REPORTS:-

At the end of promotion and advertising activities the marketing department
creates reports on the tasks and activities that have been done. If you plan sponsor
a community event, or conduct an email campaign, you'll want to include it in your

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advertising and promotion plan. The reports include task progress and attempts to
promote the product so that marketing director or the coordinator can analyze
achievements and failures of undertaken campaigns. The reports are also a great
opportunity to accumulate knowledge and experience. It will be applied to
planning a sequence of next promotion activities and advertising campaigns which
will help to communicate with potential customers.

SERENA’S PRICING STRATEGY:-

Too often Serena’s pricing specialists treat pricing as a tactical problem in
financial analysis of sales management. Pricing products and services is a strategic
problem that requires coordination of many functional areas. The ability to manage
effective pricing affects a company’s growth and profitability more quickly and
directly than any other strategic decision.

To be able to reach at a right decision, they need to do the following:

 Change customer’s price perceptions to capture more value.

 Evaluate the real financial implications of pricing decisions.
 Use pricing strategically to guide our business to long-term profitability rather
than reactively to solve short-term problems.
 Determine which value added alternatives to price competition are appropriate
for us.
The above facts and their inflationary impacts are taken into consideration, while
increasing the prices, both for Rooms and F & B to be able to retain the customers
and at the same time maximize the profitability.

PRICING STRATEGY THROUGH DISCOUNT OFFERS:

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44
 MAJOR POLICY STATEMENTS
Sometimes it may happen that the gap exists between the planned and achieved
objectives. So when such a gap occurs management either has to change the
strategy to improve performance or to set the objectives more realistic, so a
constant review of objectives is always needed.
In simple words we can say that corporate policy provide broad guidance for
decision making throughout the organization and such guidelines actually link
strategy formulation and implementation. Now on the basis of above objectives we
suggested the following policy statements:
1. Must protect, preserve and play to our strengths:
 Strong corporate culture
 High quality service
 Training and development program
 Competent staff
 Credit worthiness
 Brand recognition
2. Not to give emphasize on cost reduction if the quality of their service is
affected.
3. Not to emphasize on market share at the expense of profitability, as it is
basically meant for business-class people.
4. More emphasize on tourism and review of the overall transport
infrastructure so that more and more people comer for tourism purpose.
5. Emphasize to increase profits through Internet.
6. To create synergies among all business units.
7. Maintaining our tariff rates, we would plan to keep our image as:

45
  “Exclusively customer oriented”
8. Employees need to discharge duties and obligations honestly, professionally
and diligently so that it helps to improve the overall efficiency level and is
essential for economic growth.
9. Emphasize the following features:
 Relationship Marketing
 Price bundling / Product bundling
 Added benefit to the customer
10.To require its employees to discharge its duties dedicatedly towards the
business and not to engage in any activity, which is against the hotel
business by doing this Serena, will maintain its high standards.
11.Emphasize on an open-door policy so that anyone with a good skills or who
had the ability to fit with in that culture can apply which really helps to
create an enthusiastic environment and leads towards competition among
employees.
12.To work on TQM (total quality management) so that they can satisfy their
customer and can get operational efficiency.
13.Alliances and teamwork are required between the AKFED and government
in order to boost tourism and for national growth.
14.All rates or booking will be subject to availability and may change without
notice.
15.All rates are subject to government applicable taxes.
16.Giving three months training at the start to every newly hired employee, so
that he gets familiar with the culture.

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

G ROWTH S TRATEGY:
In simple words we can say that corporate strategy provide a strategic platform to
handle the business with a common set of strategic capabilities and it really helps
by stating how the company will achieve its mission and objectives.
Vertical integration is really beneficial for Serena hotel, and it gives Islamabad
Serena hotel the following advantages:
 Cost can be controlled by eliminating the steps
 Can create synergy
 Avoid time consuming tasks like Serena hotel is advertising through public
relations with the media people, through magazines, through Pakistan
tourism and in flight advertisement etc.

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  Through vertical integration they can differentiate its product and services,
like they are providing their customer with the facility of limousine.
 In general we can say that Serena hotel is following the differentiation
strategy as they are providing unique and superior value to their customers
in term of their product quality and services.
Serena hotel is targeting the limited market, which is the upper class or business
class so keeping in view the highly attractive industry they can open a new hotel
for middle class with relatively lower prices. The hotel may start under the same
brand name or with a new name.

STRATEGIC PLAN:
 Work with American Airline to develop alliance to reduce their marketing
cost and to increase market share.
 Within one-year initiate a program to analyze and review the overall
transport infrastructure so that more and more people come up for tourism
purpose.
 In addition to attracting new visitors, it is important to broaden the current
tourism base, both in terms of time and geography. In order for this effort to
be effective, Serena must work with regional organizations and statewide
industry associations that are already successfully promoting tourism, and
encourage and support regional groups to expand their capacity to promote
tourism.
 Geographically expanding the firm activities by going into other major cities
and acquire market share.
 Strengthen the climate of support that exists for the tourism industry by
communicating the economic benefits of responsible tourism development

48
 to the general public as well as to the state and local government
representatives.
MEASURING THE HOTEL BUSINESS PLAN

The Hotel Management Balanced Scorecard

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

49
 SWOT ANALYSIS OF FAISALABAD SERENA HOTEL
STRENGTHS
Serena Hotel is one of the Best Chain of
hotels in Pakistan. They have five
branches in Pakistan and 20 branches
outside Pakistan and it is the first five star
hotels in Islamabad. Following are the
strengths of Islamabad Serena hotel:
WEAKNESSES
.A good and well-reputed organization should
overcome its weaknesses, in this way
company can achieve its goals. So within the
context of Serena hotel we come to know the
following weaknesses:
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STRENGTHS
1.L ocation & B est P roperty:
Their main strength is that they have the
best location and property in Faisalabad as
compare to others.
2.S trong C ulture:
As we know Pakistan is a country of many
different traditions and magnificent
background. Its people come from a
variety of ethnic groups and religions. So
the philosophy of Serena Hotels is to
protect these people and their environment
whilst ensuring hotel guests have a
memorable stay in the group’s exclusive
hotels.
3.H igh Q uality S ervices:
Serena hotel provide different services like
 Airport pick-up and drop by
Hotel Limousine,
 Providing services like Free
local calls / faxes / Internet, fruit
basket, daily newspaper,
laundry/pressing/dry-cleaning
 Small boardrooms and meeting
facilities are available as well.
 The hotel features 24-hour
Room Service, ladies and gents’
hair salon, shopping arcade,
travel desk, and in-house
doctor.
WEAKNESSES
1.H igh C ost:
Serena Hotel is expensive because
basically it was made only for high-class
people. Majority of people of Pakistan
cannot enjoy its services because of high
rates. The main reason of Serena’s high
prices is that, its cost is really high which
includes all like HR cost, services, training,
technological advancements etc.
2.A ggressive L eadership:
Their leadership style is aggressive they are
new because they have just started their
business is Islamabad. They are fail to handle
or expected customers. They don’t have any
suggestion box system so the employees and
guests cannot express their feelings and ideas
in written form; it has to be done verbally.
3.N o B ranch i n O ther M ajor
C ities:
Serena don’t have its branches in big cities of
Pakistan like Lahore and Karachi. If they
establish their branches in Lahore and Karachi
They can gain more goodwill and benefits.
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 STRENGTHS
4.R ecreation and H ealth :
The Health Club of the Islamabad Serena
hotel, 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.
WEAKNESSES
4.L imited T arget M arket:
One of the biggest weaknesses of the Serena
hotel is that they have a limited target market.
Their basic approach is the only high class or
the business class and the middle class cannot
afford to stay in that five star hotel.

5.T raining and D evelopment 5.H igh T ariff R ates:

P rogram: The other weakness of the Serena hotel is that
They have training and development
have high tariff rate due to which their
program for their employees and their
primary purpose of training is to assist the services are the most expensive in Islamabad.
employee in improving professional
competence, skills, knowledge and overall
abilities so that the personal growth is
enhanced and also the needs of the
business are met in an appropriate and
organized manner
6.C ompetent S taff: 6.N o A lliances w ith A irlines:
One of the biggest strength of Serena hotel Another weakness of Serena Hotel is that they
is that they have competent and skilled don’t have any alliance with multinationals
employees who are available at the proper companies .For example Marriott Hotel have
time and performing the tasks that meet alliance with British Air Ways, all the staff
the needs of the Hotel. and passenger stay in Marriott Hotel which
brings huge amount of revenues on regular
basis.
7.C redit W orthiness:
The credit worthiness of Serena hotel is
very high because everyone is well
familiar with the Aha Khan Fund For
Economic Development so if they want to
get loan they can easily get it

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OPPORTUNITIES
Opportunity means an area in
environments that, if exploited, may
generate high performance. Within the
context of Serena Hotel they have the
following opportunities:
1. T rend to T ourism:
Operating under the “Serena” brand name,
Tourism Promotion Services owns and
manages fifteen hotels in East Africa and
Asia. Besides earning foreign exchange
and increasing employment and manpower
development, tourism can contribute to
national growth in more qualitative ways.
So Serena hotel has an opportunity to
introduce more attractive packages
because the tourism trend is continuously
increasing and as the Islamabad Serena
hotel is on its growing stage so they have
to lower their prices to gain more and
more share in the market. By doing this
they can keep hold on to their old
customers and can attract new tourists.
2.E stablish N ew B ranches:
Serena Hotel has a great opportunity to
establish their branches in major cities of
Pakistan like Lahore and Karachi. Because
Karachi is corporate city in Pakistan there
is also seaport and International airport in
Karachi and most of the business class
come from that side.
THREATS
Organizational threats means an area in
environments that increases the difficulty of an
organization’s achieving high performance. So
when we talk about threats to Serena hotel we
can say that they are facing the following
threats:
1.O pening of S heraton H otel
Sheraton Hotel is going to open its branch in
Islamabad and it is big threat for Serena Hotel.
Since Sheraton Hotel is very established hotel
in Karachi and many people are familiar with
the services of Sheraton Hotel so it is a rumor
that Sheraton hotel will be started within next
two years in Islamabad, and then in Faisalabad
,which is a main threat for the Faisalabad
Serena Hotel.
2.E xisting C ompetitors:
The existing threats for Serena Hotel are
Marriott Hotel, Holiday inn, Pearl Continental.
Basically we can say that there is no as such
threat they are facing, because there are no
such competitors, who are so much financially
strong and multinationals, but to some extent
we can say that their competitors like Marriott
and Pearl Continental are threats for the
53
 Faisalabad Serena hotel because if they start
lowering their prices or offer more attractive
packages then it may possible that their
customers move to them.

3.Alliance w ith A irlines & 3.C hanging G overnment

S hipping C orporation:
Serena hotel has a great opportunity to
create an alliance with airlines because it
really helps them to increase their
revenues as well as will boost the tourism
so they have a great opportunity to get
maximum revenue out of it.
R egulations:
The changing government rules regarding tax
and holding to the food industry is also a big
threat for Faisalabad Serena hotel, because if
the regulations or policies are not stick then
they will fail to stabilize their prices and
packages and ultimately the customers will
suffer.

4.C onstruction o f M akran 4.S trong C ompetition:

C ostal, I ndus H ighway :
The construction of Makran costal and
Indus highway give more opportunities
regarding tourism and ultimately will be
beneficial for the Serena hotel as well.
Strong completion among the existing
competitors is also a big threat for Faisalabad
Serena hotel because the switching cost of the
customer from one hotel to an other is very
low so it may possible that if the customer is
not satisfied with any particular service of
Serena hotel he then move to Marriott or Pearl
continental.

Conclusion:
For Faisalabad Serena Hotel projects are an investment on which resources are
used to create assets that will produce benefits over an expanded period of time. It
is a unique process, consisting of a set of coordinated and controlled activities with
start and finish dates, undertaken to achieve an objective conforming to specific
requirements, including the constraints of time, cost and resources.

54
To sum up Faisalabad Serena Hotel has many competitors and its main competitor
in the market is Pearl Continental hotel. But PC has not stepped completely into
the market yet.So in this situation it is compulsory for Faisalabad Serena Hotel to
organize their projects and packages accordingly, so that they can maintain their
position in the market. New strategies must also be adopted.

RECOMMENDATIONS:
 There is an award given as supervisor and employee of the month, the prize
money is not sufficient to balance the performance of the winner.
 The compensation policy is required to be revised. The starting salary is not
good enough to attract the competitive candidate. we have lost very good
candidates just because we are unable to attract them through our compensation
practices
 The training period is too long. Once the employee completed the training of an
year he left the job because of some better opportunity so the money and time
effort spend on the trainee is wasted all over
 There are issues regarding taking the employee on contract to the permanent
vacancy. Employees get demotivated to work for many years on contract some
times not on the contract even just on the casual basis.
 The females when not married are given the medical allowances just for their
personal use. they have their immediate families who also should be given the
medical facility
 The telemarketers working in the Prestige club are just working without any
basic pay and not given the rights as per given to the permanent employees.
They are working form last 5-6 years. They are the one who attract and
maintain the hotel prestige club members should be given due privileges
 Some competitive strategies are needed to implement to increase the sales

55
 keeping in view of the tough competition in the banqueting sector. That sector
can generate revenues if tackle with competent strategies.
 In the services department skilled permanent work force is required in case of
banqueting services required in the events
 The event management is an essential part of the F & B and this department is
required to hire competent people to make a team that can handle all sort of
events in an appropriate way.
 The hiring practices are also in sort of some steps. Advertising is helpful to
acquire competent pool of candidates. And we are unable to get a pool of
candidates that suits our job requirements.
 The turnover rate is getting higher managers need to figure out the root cause
and solve all the issues to retain the good employees
 The training need analysis should be formally take place to ensure what are the
areas needs training to achieve optimum results. These can be in-house and out-
house training schedules.

References:
 PROJECT MANAGEMENT
o A systems Approach to Planning, Scheduling and Controlling by Harold Kerzner,
PhD

 http://www.wikipedia.com

 http://www.serenahotels.com.pk

 http://www.google

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