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SUBMITED TO:
RESPECTED
MAM.UZMA NAEEM

MANAGEMENT REPORT
ON
SERENA HOTEL

SUBMITED BY:
• ABRAR AHMED

160
• SYED ANEES UL HASSAN

138
• UMAIR RASHID

165
• SADAF PARVEEN
116
• NARJIS FATIMA

161
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DEDECAT
ION

We DEDECATE THIS
ASSIGNMENT TO
FAMILY
MEMBERS

WHO SUPPORTED US IN WAY

OF
LIFE
AND DID NOT LET US DOWN
&
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Our Teacher MAM .UZMA

NAEEM
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Acknowledgeme
nts

We have the only pearl of eyes to admire the

blessing of the Compassionate and Omnipotent
because the words are bound, knowledge is limited
and time is short to express His dignity. All thanks
are due only to Almighty Allah, most
gracious, the most merciful, who gave us the
strength to do this job. Our special praise for Holy
Prophet Muhammad (Peace Be upon Him) who is,
for even humanity as a whole.
It is a matter of great honor and pleasure for us to
express our ineffable gratitude and profound
indebtedness to our venerable Teacher,
Maa’m UZMA NAEEM, we are much impressed of
her intellectual activities, inexhaustible energy to
steer forth the student. Her sympathetic and
sincerest attitude is highly qualified experience.
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Executive
Summary
We selected SERENA HOTEL as a model for our
assigned project. First step was to develop
understanding of the structure, working
methodology, design and implementation strategies
that are developed and are in practice within hotel,
for the same purpose we met and interviewed
Director of Human Resources, MIS ZAHRA ZAHID
SHAH During interview we gathered information and
our emphasis was to deeply analyze their framework
of planning, organizing, leading and controlling. We
also developed understanding of their hierarchal
structure, chain of command, information flow, Job
responsibilities, appraisal, reward and award
processes, implementation of local applicable laws
and other external as well as internal factors and
their impact on working ; Consequent challenges
faced by management followed by measures taken
by management to effectively and efficiently handle
such situations.

Detailed interview questionnaire is also attached for

reference purpose.
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TABLE OF CONTENTS
• Acknolowledgement

• Executive summary

• Mission statement/vision statement

• Objective of studying the organization

• Introduction of SERENA HOTEL

• History
• Management
• Planning
• Leading
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• Organizing
• Controlling
• Organizational structure Chart
• Swot analysis
• Analyzing the environment
• Centralization/decentralization
• Quality

• Management symbolic view

• Culture prevailing in the organization

• Ethics
• Decision making process
• Social responsibility

• Conclusion
• Questionnaires
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2.11 Vision/Mission
“Islamabad Serena hotel is positioned as Pakistan’s
leading and most luxurious hotel. We offer the best
value for money by providing the highest quality of
services, products and comforts exceeding
customer’s expectations. It plays an integral part in
destination development and remains active in
conservation and environment while promoting local
culture and heritage.”

Objective of Studying the

Organization
We visited SERENA HOTEL with the aim to learn the
management & operational technique of this
organization. PC management provides us all the
opportunities & encouraged us to achieve our
objectives. They spelled out the strong points,
management techniques and steps they are taking
to further improve their standard.
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SERENA HOTEL

Little rain drops in a cloud can convert ordinary

sunlight in breath taking colors of rainbow in the
same way we have maneuvered this project in a
comprehensive way which firstly seemed to me as
understanding as an odysseys.
SERENA is one of the world famous five star
hotels all over the world.

Introduction
The Islamabad Serena Hotel stands at the foot of the
Margalla Hills on fourteen acres of areas with
beautiful gardens and near the Rawal Lake. The
architecture and interiors of this fabulous hotel
building are a mere reflection typical Pakistani
cultural heritage depicting the skills and
craftsmanship of talented artisans. Being state-of-the
art building, the hotel beautifully combines
traditional systems equipped with latest
technologies.

The true spirit of the hotel is reflected in the

aesthetics of the public areas, corridors, rooms and
restaurants with special emphasis on trademarks of
Islamic architecture. The hotel is a remarkable blend
of architecture with elaborated and vivid designs
where the artisans have really showed their magic on
the ceilings, floors, walls and furniture’s.

The hotel is built on seven levels and the terraces

reflect pavilions depicting the rich cultural heritage
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and traditions of Pakistan’s Northern valleys. On the

ground floor, the Banquet Halls are designed to
accommodate as many as five thousand guests with
separate entrances whereas the main entrance of
the lobby (located at the upper ground level), gives
an easy access to hotels resident guests and patrons
using the restaurants and other facilities.

HOTEL FACILITES
• 387 rooms including
suites
• Limousine Airport
Transfer
• Dawat. Fine-dining restaurant serving Pakistani
cuisine with live music
• Zamana Restaurant ( international buffets, theme
nights)
• Al-Maghreb Restaurant with Moroccan and
Lebanese specialty cuisine
• Rakaposhi, Café and Ice Cream Parlour with
indoor & outdoor seating
• Wild Rice, a multi-cuisine restaurant from South
East Asian countries
• Mediterranean Restaurant with classical French
cuisine
• Baradari is a seasonal outdoor
barbeque restaurant
• Lobby Lounge serves tea, coffee and
light snacks
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• Nazara Lounge, roof-top, barbeque specialty

lounge
• Complete Spa experience
• Health Club
• Swimming pool and sun-deck
• Full-service beauty salon and barber
shop
• Shopping Arcade
• Baby-sitting, additional beds/cots, children’s
meals
• Availability of day care facilities
• Conference/Events Centre
• 24-hour Business Centre
• Wi-Fi internet access
• HDTV with international channels
• 24-hour forex
• Room service, valet, laundry
• 24-hour doctor on duty
• Power (240V with 3-pin square
plugs/shaver sockets)
• Special dietary needs available
with advance notice.

BACKGROUND
The Aga Khan Development Network (AKDN) is
a group of development agencies with mandates
that include the environment, health, education,
architecture, culture, microfinance, rural
development, disaster reduction, and the promotion
of private-sector enterprise and the revitalization
of historic cities. AKDN agencies conduct their
programs without regard to faith, origin or gender.
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Tourism Development
AKFED’s Tourism Promotion Services (TPS) seeks to
develop tourism potential in selected areas in the
developing world, particularly in under-served
regions. It builds, rehabilitates and manages hotels
and lodges that contribute to economic growth and
the overall investment climate in an
environmentally and culturally sensitive manner.
TPS often seeks to develop properties in less-
traveled areas that require accommodation of an
international standard - accommodation that
supports tourism and business development - but
which often are ignored by commercial hotel chains.

The Serena Hotel

THE SERENA HOTEL Islamabad is performing is
constructed and is performing services from year
2002.

The Serena Hotel maintains a sanctuary for

indigenous butterflies and also works actively with
local residents on a program to protect sea turtle
nesting sites. These measures have earned the

Serena hotels numerous environmental awards.

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MAIN DEPARTMENTS AND THEIR

FUNCTIONS
SERENA HOTEL is providing the customers with
excellent services segregate the duties and
responsibilities amongst the staff departments. The
individual persons doing jobs work together as a
team to provide the costumers/clients with exclusive
services. The SERENA people view their
guests/clients as their first priority they are provided
with an everlasting experience of specially. The
departmental staff struggles hard to maintain
nation’s most exciting Hotel experience. Collectively
they provide the client or the guest with such
services that the client re-discovers the simple
pleasures of life.
Broadly speaking the departments are as follow:

1) FRONT OFFICE DEPARTMENT:

MAIN FUNCTIONS:
• Guiding the guests to their desired places.
• Providing information to the guests and outsiders
about the hotel.
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• Providing information pertaining to the booking of

rooms and halls for the guests and functions
respectively.

2)
HOUSE KEEPING DEPARTMENT & LAUNDRY
DEPARTMENT:

MAIN FUNCTIONS:

• House keeping report, Receiving complains

• Issuing supplies for guest rooms.

• Classifying/sorting of guest garments and
house linen.
• Handling of delicate garments.
• Washing procedure of guest garments/linen.
• Procedure of Extraction /Drying/Pressing.
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3) HR DEPARTMENT:
• Related to the issues regarding to the
management, training of employees and solving
their problems.
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4) FINANCE DEPATMENT
• Related to the financial and budgeting matters of
the hotel.

5) FOOD AND BEVERAGES:

• Deals in the preparation of food and beverages
for hotel and for room services. And handles AL-
MAGRIB, ZAMANA, and DAWAT AND RAKAPOSHI.
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Number of Employees

The total numbers of employees working in SERENA

hotel Rawalpindi are more than 678. Major portion of
employees are working in F&B (food and beverage)
department and house keeping department.
Because, as we know that hotel industry basically
deals with restaurants and rooms, so to make and
maintain their standards concerning these areas
(rooms and restaurants) employees are needed.
They are also needed to cook and serve food and to
maintain the services in halls, to maintain rooms &
services in rooms. 23 numbers of employees are
working in the Human Resource Department of them
5 are working in HR Office.

Product Lines
Product Line of SERENA HOTEL is as follow:

1. Rooms
2. Restaurants
3. Swimming Pool
4. Health Club
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5. Banquet Halls
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1.1.1 Corporate Culture

 Innovation:
• Listening and two way interaction
• Participation
• Encouragement
• Motivation
• Enterprise
• Initiative

 Growth and development for all:

• Competence and contribution as the only basis
for job security.
• Promotion from within
• Learning environment and opportunities
• Provision for world class education and training
• Aligning people with latest trends.

 Trust:
• Cooperation, Support
• Teamwork, Empowerment
• Sense of ownership
• Integrity
• Dignity
• Respect
• Candidness

 Recognition Reward:
• Achievement orientation
• Performance based evaluation
• Appreciation
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Organization
Organizations are an important part of our daily lives.
By organization, we mean two or more persons
engaged in a systematic effort to produce goods or
services. Our lives are indirectly affected by
organizations through the products we use. In
SERENA they have divided there hotel in different
departments. Which are controlled by heads of
departments.so it shows the complete hierarchy from
top to bottom.

Management:
Management is the process of achieving
organizational goals by engaging in the four major
functions of planning, organizing, leading, and
controlling. This definition recognizes that
management is an ongoing activity, entails reaching
important goals, and involves knowing how to
perform the major functions of management.

Planning:
Planning is the management function that
involves setting goals and deciding how best to
achieve them.
In SERENA manager make plans at different levels
according to the authority given to them.
These plans are formulized according to the levels
and authority

 Organizing:
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Organizing is the management function that

focuses on allocating and arranging human
resources so that plans can be carried out
successfully. Through the organizing function
managers determine which tasks are to be done,
how tasks can best be combined into specific jobs,
and how jobs can be grouped into various units
that make up the structure of the organization.
Staffing jobs with individuals who can successfully
carry out plans is also part of the organizing
function.

 Leading:
Leading is the management function
that influencing others to engage in the work
behaviors necessary to reach organizational
goals. Leading includes communicating with
others, helping to outline a vision of what can be
accomplished, providing direction, and motivating
organization members to put forth the substantial
effort required.

 Controlling:
Controlling is the management function
aimed at regulating organizational activities so
that actual performance conforms to expected
organizational standards and goals. To do the
necessary regulating, managers need to monitor
ongoing activities.

ORGANITAZATION STRUCTURAL
CHART
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DIRECTORS

ASST.DIRECTORS

MANAGERS

INCAHRGES

COORDINATORS

EMPLOYEES
SWOT ANALYSIS

Strategic goals:
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Strategic goals are broadly defined targets or

future end results by top management. Such

goals typically address issues relating to the

organization as a whole .The goal of SERENA is

growth excellence built upon there heritage of

traditional hospitality the other goal is making to

position Pakistan in the for front of the

international Arena.
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Identifying Opportunities and

Threats

Strengths: are the resources and the

advantage over competitors. In SERENA the
strengths are there
• goodwill,
• as such no strong competitor in ISLAMABAD
of 5 star standard.
• strong relationship with customers,
• Locality, quality variety and quality of food.
• International standard services are provided.
Weaknesses: are the negative situational
factors and your competitor’s advantages over
you. The weaknesses are
• Pricing strategies which targeted foe niche
segment.
• Opportunities - positive trends in the
external environmental.
• SERENA are expending there business
globally as well as within the country as they
have opened there branch in Dubai also.
Threats - negative trends in the external
environment.
• Security threats are at most extreme level
• Political instability is at high level in Pakistan
which is a big threat for business.
• New entrepreneurs entering the business
world.
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Analyzing the Environment

Successful strategies are aligned with the
environment, both the specific and general
environments to determine what trends and
changes are occurring.
In this many factors are analyzed like:

Cultural factors
Culture is the set of basic values, perceptions wants
and behaviors learned by a member of society from
the family and other important institutions.

Technological factors
Technolical factors are the innovations in the
technologies. And In SERENA they have properly
utilized this factor at all levels and in all operations
regarding the hotel.

Political factors
Political factors as now days there is political
instability so the business is in recession and less
chances of profit maximization.
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Economic factors
Economic factors include inflation, due to ecomic-
ression the Hotel is suffering a lot they have to cut
their costs as there in interview told we about they
are cutting there costs in many ways as saving
energy, logging of employees etc.
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Centralization/Decentralization
In SERENA now a days the management is both
Decentralized and centralized as it leads to faster
decision making at the lower levels, because most
decisions do not have to be referred up the hierarchy
Individuals at lower level may be closer to the
problem and, therefore, in a better position to make
good decisions. Finally, decentralization often leads
to the establishment of relatively independent units,
such as divisions, whose output is easier to measure
than that of units in a functional design.

Quality
As SERENA is the member of THE LEADING
HOTELS OF THE WORLD. it has to follow the rules
and of that entity and has to maintain its standard
according to the rules and regulation of THE
LEADING HOTELS OF THE WORLD .In SERENA the
management offers most in quality as all the foods
are approved after quality checking and quality test
and the quality standard is maintained for the
goodwill as both expatriates as well as nationals
choose at most SERENA for there stay.

SERENA a Symbolic View

The view that much of the an organization’s success
or failure is due to external forces outside managers
control is known as symbolic view and is followed by
the SERENA management as managers are not
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solely responsible for the decision many other factors

are also included in the success or failure so
managers have only a limited effect on substantive
organizational outcomes because of the large
number of factors outside their control.
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Culture Prevailing In the SERENA

There are two cultures mostly prevailing any
organization
• Strong culture
• Weak culture
Strong culture is a culture where the rules and
regulations are strictly followed and in which key
values are intensely held and strongly shared
where as in weak culture the rules and regulations
are not strictly followed.

In SERENA strong culture is prevailing at all levels.

They have well defined personnel management
system which includes recruitment & selection,
induction, staff evaluation, and retention. Whole
process is very well documented and recorded due
to which they enjoy good will and great reputation.
They have very well defined staff retention plan as
well which includes addition benefits and
incentives to staff through different means which
will be explained in separate heading below.

Competitors
Any person or entity which is a rival against another.
In business, a company in the same industry or a
similar industry which offers a similar product or
service. Geographically looking Rawalpindi and
Islamabad are considered as twin cities and strong
competitors
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include PC, Holiday Inn and Marriot

International.

Despite of having competition in

market SERENA has enjoyed great
reputation and good will due to their
performance and hospitality.

Ethics
Ethics are the Principles, values and beliefs that
define what is right and wrong behavior,
In SERENA when any employee is hired they are
given a written document to be signed by the
employee so in case of any unethical activity is being
performed he is punished according to the rules of
organization.

Decision Making Process

Decision is a choice making from two or more
alternatives, according to management theory .In
SERENA the decision making is done by all the
levels of organization but it depends upon situation.
Now days the major decisions are making by the
corporate level because of increasing threats and
changing day to day environmental situations. Hence
the external factors are also playing a big role which
compels the top level management to make the
decisions accordingly.
In the SERENA hotel the structured problems can be
handled by the lower level management if they
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cannot handled then these problems are moved

towards the middle level management.
But now a days by observing the day to day
increasing political problems and threats top level or
corporate level is making the decisions by
themselves because the these uncontrollable
situations are converting the structured problems
into unstructured

SOCIAL RESPONSIBILITY
SERENA hotel not only by providing the better
quality of food and residence to their customers
in order to maximize the profit but also it is
working for the betterment of society. Following is
the list of some social events:

World No Tobacco Day World

Environment Day
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Serena Celebrates National Tree Planting Day

with CDA

Serena Launches the Disability Management

Programmed

Islamabad Serena’s Initiative to Support the

IDP’s

Islamabad Serena’s Initiative to Support the

Thalassaemics
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Islamabad Serena Hotel organizes Annual Iftar -

Dinner at SOS Village etc

Conclusion
It has been a great learning experience through
which we analyzed strengths and weaknesses,
internal and external factors effecting hotel’s
working and challenges faced by management and
their approach towards problem solving and
leadership.
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We also noticed well defined and thorough

procedures were available in hotel that leads to
successful and timely provision of required services
and job satisfaction. Staff recognition and reward
process was very well supported by management.
Strong systems were implemented under
administration to safe guard hotel’s assets.

Different department with well defined

responsibilities are set that is giving best possible
services to customer and maximum satisfaction to
guests.