main project on serena
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E XEC UT IVE S UMMAR Y
Ti proect i te tird ta8 @ic given to u to @or8 < out on te
organiationa! vie@ in our '.*om $ONS%. Te APa8itan Stee! ,i!!B CaraciD AState
'an8 o( Pa8itanD @ere our !a t proect in Introduction to 'uine ,oney 'an8ing
u"ectB repective!y. Te o!e o"ective o( ti proect i to get a teoretica!
manipu!ation o( a "uine organiation. Ti proect a "een @ritten to 8no@ o@ "ig
organiation !i8e Serena ote! manage teir team to acieve teir common goa!.
In te (irt pae o( te report tere i te genera! introduction a"out te
companyB and ten te miionB viionB va!ueB o" ective and pi!oopy o( te company
are decri"ed. ?(ter tat te variou departmentB product o((ering and tructura!
dimenion o( te organiation ave "een exp!ained.
In te next part pricing trategyB po!icy tatementB trategic p!an and S>OT
ana!yi o( Serena ote! Faia!a"ad a "een done "y te e!p o( @ic it i identi(ied
tat @at are te trong area o( te organiation and @ere it !ac8 o tat it can
improveB and in te end umming up @it ome conc!uion and recommendation.
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INT RO D UCT ION TO F AIS ALAB AD S ER EN A HO TE L (FSH)
The Faisalabad Serena Hotel A member of THE LEADING HOTELS OF THE
O!LD
T h e ri "hn ess of e ra s#a st i s t h e ha ll ma r$ of t h i s hot el
Te Faia!a"ad Serena ote! i t e arcitect o( (a"u!ou ote!. Ti ote! i a
mere re(!ection typica! o( Pa8itani o( cu!tura! eritage a!o depict ing te 8i!! and
cra(tmanip. 'eing tate;o(;te art "ui!dingB te ote! "eauti(u!!y com"ine traditiona!
ytem euipped @it !atet tecno!ogie.
Te true pirit o( te ote! i re(!ected in te aetetic o( te pu"!ic areaB
corridorB room and retaurant @it pecia! empai on trademar8 o( I!amic
arcitecture. Te ote! i a remar8a"!e "!end o( arcitecture @it ricB e!a"orated and
vivid deign @ere te artian a ve rea!!y o@ed teir magic on te cei!ingB (!oorB
@a!! and (urnier.
Te Faia!a"ad Serena ote! pay particu!ar care and attention to@ard te
ecurity and @e!!;"eing o( ote! guet. Tere a "een an a!!;time a!ert ecurity ytem
@it up; graded ig tecB and a revied *rii ,anagement P !an in p !ace o a to
tac8!e any un(oreeen incident.
Te ote! i trategica!!y urrounded "y ground tat prevent direct acce "y any
o( te tre8. Inide o( te ote! a evera! meaure a "een ta8en into eriou
account to ma8e ure tat unexpected event never appen.
BR IEF HIST OR Y
Faia!a"ad cityB (ormer!y ya!!purB @it a popu!ation o( over (ive mi!!ionB te city
i !ocated in te Nort Eat o( Pa8itanB in a cotton and @eat gro@ing area. Te city i
8no@n a ,anceter o( Pa8itan (or it ric Texti!e indutry.
Faia!a"ad Serena ote! @a inaugurated in 154/ "y te Preident o( Pa8itan
3enera! ,uammad Gia; u!;a. Faia!a"ad and H uetta Serena ote! ave "een
deigned and "ui!t according to te Serena tandardB incorporating te !oca! arcitectura!caracteritic o( te 6egion. I!ama"adB S@at and 3i!git Serena ote! are !ocated amidt
te mot cenic area o( Pa8itan and cater mot!y to te !eiure trave!er.
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T HE CO MP AN Y PROFILES
Tourim Promotion Service $Pa8itan% imited @a incorporated in Pa8itan on
15t ,arc 15-5 and i a pu"!ic !imited company $un!ited% regitered under te
*ompanie OrdinanceB 154). Serena 3roup o( ote! i a part o( ti company.
Te ?ga C an Fund (o r Economic 7eve!opment S.?.B S@iter!and $?CFE7%
o!d maority o( te areo!ding i.e. 52B (o!!o@ed "y - o!ding "y te Indutria!
Promotion Service $Pa8itan% imitedB anoter proect o( ?CFE7 and te
remaining 2 "y 3overnment o( Pa8itan troug Pa8itan Tourim 7eve!opment
*orporation and ,initry o( TourimB 3overnment o( Pa8itan.
Te *ompany o@n and manage ote! in I!ama"adB Faia!a"adB HuettaB S
@atB 3i!git and una. Te expanion p!an o( te company inc!ude deve!opment o(
ote! in nortern and te outern region o( Pa8itan. Te company i committed to
@or8 and in and @it te 3overnment o( P a8itan in deve!oping tourim in Pa8itan.
Te *orporate O ((ice and te ote! are "eing managed "y a team o(
pro(eiona!. Tey are committed to provide (u!! upport to teir aocia te (or de!ivering
te "et poi"!eB e((icient and perona!ied ervice to teir guet.
In addition to Pa8itanB over 20 Serena ote! and Inn are "eing run pro(eiona!!y
in
CenyaB TananiaB Gani"arB ,oam"i ueB JgandaB ?(ganitan and Tai8itan.
Te Faia!a"ad Serena ote! a 1)) room a!! decorated to re(!ect te vi"rant
co!or o( te P una"i peop!e and cu!ture o( Faia!a"ad. 'eide a!! te !iving amenitie
troug guet roomB te ote! a!o provide con(erence roomB ea!t c!u"B "uine
centre and te retaurantB @ic o((er *ontinenta!B * inee Pa8itani and 'ar;'e;Hue
cuiine.
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M ISS IO N STAT EM ENT
Our miion i to create "ui!ding o( outtanding etnic deign o((ering te
iget tandard o( ervice and productB providing management and our team
mem"er @it an environment @ic ena"!e a!! o( u to de!iver operating tandard
"eyond te !eve! o( our guetK expecta tionB reu!ting in ati(actory return to our
ta8eo!der.L
Faia!a"ad Serena ote! i a p!ace @ere te genuine care and com(ort o( te guet
i teir miion. Tey p!edge to provide te (inet perona! ervice and (aci!itie to teir
guet @o @i!! a!@ay enoy a @armB re!axedB yet re(ined am"iance.
,otto at Faia!a"ad Serena ote! i Togeter @e trive to "ecome @at @e @ere meant to
"e:
Faia!a"ad Serena ote! @i!! re(!ect te image o( trendetter in ervice and
tandard troug pro(eiona! training and perona! deve!opmentB @ic @i!!
mean genuine caring approac to@ard it guet.
Faia!a"ad Serena ote! @i!! continue to "e perceived a a ote! tat care (or te
deve!opment o( ocia! and cu!tura! activitie in te area @ere itK !ocated.
Faia!a"ad Serena ote! in co!!a"oration @it appropriate nationa! and
internationa! organiation @i!! enure te @idet poi"!e a@arene and
o"ervance o( te initiative and practice tey promote.
Faia!a"ad Serena ote! @i!! regu!ar!y arrange training o( ta(( interna!!y andin
nationa! intitution to ave pro(eiona! and motivated ta((.
VIS IO N STATE MENT
%O&r 'ision is to be the hotel re"o(ni)ed as leader in the Ind&stry
in any as#e"t* e are "ommitted to Train + de'elo# all o&r staff members
so that they (ro, in their "areers and #ro'ide ser'i"es + standards-
,hi"h e."eed (&est e.#e"tations%*
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S ETT ING O RG AN IZAT IO N O BJ ECT IVES & GOALS
Every organiation a ome de(ined o"ective and goa! in viion "ecaue an
organiation cannot meet at te cutomer need o mar8eting goa! mut "e
e!ective. ,ar8eting goa! mut a!o "e operationa! and peci(icB tat i ue(u! (or
deve!oping peci(ic p!anB and "ecaue goa! in (act communicate to emp!oyee @ at
tere ta8 and ro!e ou!d "e. 3oa! o( te ote! may a!o di((er at te ame !eve! o(
te ierarcy. Fo!!o@ing are te "aic goa! o"ective o( FS are:
To attain maximum "uine out o( te ote! indutry
To maintain and add to it identity
To create variation in ervice
Te ua!ity o( te ervice mut meet te expectation o( te conumer
Te tandard o( ervice meet te expectation at te internationa! !eve!
To !aunc a ne@ ervice @i!e o!ding cot to a minimum
To create a@arene a"out a!! ervice among conumer
,eeting a!! te need o( te conumer
C O RPO R ATE EN VIR ON ME NT AL M ISS IO N STAT EM ENT
SerenaK corporate environmenta! miion tatement contain te (o!!o@ing part:
>e are committed to deve!oping proectB @ic pay te iget regard to
environmenta! concern in deignB p!anningB contruction and operation.
>e @i!! "e enitive to@ard te monitoring o( te interet o( te !oca! popu!ation
inc!uding teir traditionB cu!ture and (uture deve!opment.
>e @i!! practice a reponi"!e a ttitude to@ard energy conervationM reducing and
recyc!ing @ateM contro! o( e@age dipoa!B air emiion and po!!utantM reduce
ue o( un(riend!y product uc a *!oro F !oro *ar"on $*F*%B peticide and
oter toxic u"tanceM reduce noie and viua! po!!ution.
>e @i!! "e enitive to te conervation o( environmenta!!y protected ortreatened
areaB pecie and cenic aetetic and to acieving !andcape enancement
@ere poi"!eB @it indigenou p!ant materia! rein(orcement.
>e mut conerve rater tan exp!oit nature.
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F AC ILIT IE S IN F AIS ALAB AD S ER EN A HO TE L
Tere are divere varietie o( (aci!itie provided "y FS @ic inc!ude:;
1)) guet 6oom and Suite
*omp!imentary ?irport Sutt!e Service
6ent;a;car
*oncierge
,u!ti!ingua! ta((
aundry Sop
Te Executive F!oor and =amine F!oor o((er additiona! (aci!itie (or our guet uc
aprivate ounge areaB 'uine *enterB ,eeting 6oom and 'ut!er Service.
ya!!pur *o((ee Sop
Fine;dining 6etaurant erving Pa8itaniB *ontinenta! cuiine and i Tea >it !ive muic
ue!ian 6etaurant @it *ineeB =apanee and Tai pecia!ty *uiine
=aro8aB *a(Q and Ice *ream Par!or
Te Seaona! 'ar"eue at te 'aant *ourt (eaturing traditiona ! provinc ia! Food @it
!ive muic
o""y ounge erve teaB co((ee and !igt nac8.
ea!t *!u"
S@imming poo! and un;dec8
Poo! 'ar
Tenni *ourt
Sua *ourt
3ymnaium
Sopping ?rcade
'a"y;ittingB addit iona ! "edRcotB ci!drenK mea!
*on(erenceREvent *entre
2);our 'uine *entre
>I;FI Internet acce
F!at creen T @it a variety o( *anne!
2);our Forex
6oom ServiceB
a!etpar8ingB
In oue aundry and 7ry *!eaning ame day ervice
2);our doctor on ca!!
Po@er $2)0R & pin uare; p!ugRaver oc8et%
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C O RPO R ATE S OC IAL RE SP ONS IB ILIT Y (C SR )
Te *S6 Programme at Serena i inpired and derived (rom i igne ?ga C
an viion o( o!itic deve!opment @ere organiation p!ay an eentia! ro!e in te
proviion o( ocia! ervice. Te *S6 Programme at Serena i 8no@n a S EE7 $Serena
Environmenta! and Educationa! 7eve!opment Programme%.
Ti Programme underpin a "road *S6 repone in te area o( *
u!tureB EnvironmentB 3overnance and Society. Ti programme (o!!o@ te
concept o( an organiation "eing a ocia! enterprie @ere te "uine need are
ynergied @it te ocia! outcome. Serena encourage open and tranparent "uinepractice tat are "aed on etica! va!ue and repect (or it emp!oyeeB communitie and
te environment.
Te ocia!B deve!opmenta! and operationa! activitie o( Serena are deigned in
uc a manner tat tee activitie de!iver utaina"!e va!ue to te ociety at !argeB a @e!!
a to areo!der.
?t Serena corporate ocia! reponi"i!ity goe (ar "eyond te o!d concept o(
pi!antropy o( te pat @ic @a ut donating money to good caue at te end o( te
(inancia! year ; and i intead an a!! year round reponi"i!ity tat Serena accept (or
te environment around itB (or te "et @or8ing practiceB (or te engagement in te
!oca! communitie and (or te recognition tat "rand name depend not on!y on ua!ityB
price and uniuene "ut on o@B cumu!ative!yB Serena interact @it companie
@or8(orceB community and environment.
No@ @e are moving to@ard a ca!!enging (eature o( our corporate reponi"i! ityB@ere at Serena te reu!t are udged not ut "y te input "ut "y te outcome: te
cange @e "ring a!ong in ti @or!d in @ic @e !ive troug our (oot printB and te
contri"ution @e ma8e to reduce te u((ering.
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VAR IO US D EP AR TM EN TS IN FSH
?t FS tere are even maor department and eac department a it o@n ty!e o(
@or8ing and at te ame time it i connected @it te ret o( te net@or8. Tee
department are a (o!!o@:;
1% ?ccount 7epartment
2% Sa!e ,ar8eting 7epartment
&% oue Ceeping 7epartment
)% uman 6eource $6% 7epartment
+% F ' 7epartment-% Production 7epartment
/% Engineering 7epartment
4% IT department
5% Front O ((ice 7epartment
10% Security 7epartment
ACCOUNTS DEPARTMENT < Ti department i conidered a te "ac8"one o( te
ote! operation. It !oo8 into a!! te matter re!ated @it te (inance and cot
contro!. Te department i eaded "y F inancia ! *ontro!!er. e a te (u!! autority and
contro! over te department and i deciion in ti regard are (ina! @it te approva! o(
3enera! ,anager. Ti department i reponi"!e
To upport oter operationa! department
To maximie ote! pro(ita"i!ity
To "e accurate in "oo88eeping ytem. It ou!d enure e((ective
,anagement
In(ormation S ytem and imp!ementation o( contro! procedure
SALES AND MARKETING DEPARTMENT < Ti department p!ay a vita! ro!e
in attracting cutomer and run promotiona! campaign.
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HOUSE KEEPING DEPARTMENT < Ti department i reponi"!e (or eta"!iing
and maintaining ig tandard o( c!ean!ineB (or "ot our externa! cutomer
$3uet% and interna! cutomer $emp!oyee%.Te cope o( te oue 8eepingreponi"i!itie and dutie invo!ve te (o!!o@ing activitie a:
1% oue8eeping contro! de8
2% ,ini"ar
&% inen
)% Front o( te oue
+% aundry
-% F!o@er 6oom
/% 'ac8 o( te oue
4% Jni(orm
5% Pet contro!
10% ot Found
HUMAN RESOURCE DEPARTMENT < uman 6eource 7epartment i one o( temot important part o( te Faia!a"ad Serena ote! "ac8 o( te oue management team.
It erve to and!e a!! te matter regarding attractingB retaining and compenating te
emp!oyee. It over!oo8 a!! te matter tat e!p to deve!op moot emp!oyment re!ation
a!! over te ote! to acieve maximum output (rom te emp!oyee. It (unction !i8e a
"ridge in "et@een te @or8er and management. Tere i uman 6eource ,anager
@o manage te @o!e department and it (unctioning a!ong @it te aitant 6;
,anager and 6;O((icer.
Te u" department or ection 6;7ept !oo8 into are a
(o!!o@:
1% Time O ((ice
2% Sta(( *a(eteria Satoon
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F ! DEPARTMENT< Te @ord F ' tand (or Food and 'everage. Ti department
i eaded "y F ' director. Te main dutie aigned are:
Proviion o( ua!ity (ood to te guetK
Serving and re!ated matter
,aintenance o( (ood item
PRODUCTION DEPARTMENT < Te Food 'everage department @en compried
o( te production diviion invo!ve te 8itcen aving te pecia!ied production area and
@ide range o( coo8ing euipment tat e!p (or coo8ing o( di((erent type o( mea!.
Te 8ey o"ective o( F ' $ C itcen% i to enance te d ining experience o( te guet
and to create te cuiine @ic i "eyond cutomer expectation "y providing
modern creative yet autentic (ood and maintaining ig ygiene tandard . It tart
(rom te purcae o( (ood item and end @it te production. Fo!!o@ing are te u"
department come under te Citcen
'utcery
3arde ,anger
Patierie
'a n ue t
*o((ee Sop and 6oom Service
Pa8itaniB TaiB * inee
Sta(( *anteen
Citcen Ste@arding
ENGINEERING DEPARTMENT < Te Engineering department i reponi"!e (or te
maintenance o( variou mecanica! ection o( te organiation and operationa! readine
o( a!! engineering ervice. It a!o trive to acieve dec!ining routine comp!aint and
minimum do@n time on macinerie and euipment.
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IT DEPARTMENT < Te In(ormation Tecno!ogy 7epartment i reponi"!e to deign
uc tecno!ogie (or te ote! tat @i!! @or8 e((icient!y a!ong @it te cot contro!.
Fo!!o@ing are te tecno!ogie tat are ued in Faia!a"ad Serena ote!:
FO $Front o( te oue%: Fox Pro 7OS $2.-%
'O $'ac8 o( te oue%: ?ccount Purcae ,IS P !an
?*T Tecno!ogy (or Sa!e 'anueting: Orac!e $4%
On!ine 3uet *omment: 7ata "ae periodica!!y
2 7omain: @ay o( communication
2 @or8 group: Experience o( guet troug * ;Net # Tecno!ogy
a!mot&00 computer are connected
FT': F ire Tran(er Protoco!
/+ Perona! *omputer connected @it in te o((ice
7igita! Excange ))00 '? ' made "y ?!cate!
7igita! *omputeried Excange
Se!(; 7eve!oped So(t@are: EI $Excange Inter(ace%
>or8ing on Pretige * !u" ,anagement S ytem
,u!timedia and ound ytem contro! in te Event
FRONT OFFICE DEPARTMENT < (o!!o@ing o( te ervice are o((ered in te (ront
o((ice o( FS :
6eception
6eervation
6etaurant
*oncierge
3uet re!ation
'uine centre
6ent a car
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SECURIT" DEPARTMENT < Tere ave a!@ay "een ecurity need @enever
ervice are renderedB "ut traditiona!!y ti a "een retricted to pi!(erage. In modern
era ervice organiation ave een increaing opitication o( te ecurity ytemo((et ne@ and unexpected ca!!enge.
Some o( te (unction per(ormed "y ti department
are:
Pyica! a(ety o( guet
Sa(ety o( guet "e!onging
Sa(ety o( ote! premie (rom crimina! act
*ontro! o( P i!(erage
*ontro! o( i!!ega! occupancy o( room "y guet
*ontro! o( unautoried ue o( room
Par8ing contro!
Te Faia!a"ad Serena ote! organiation a put into e((ect procedure @ere te
ecurity dept i autoried to inpectRearc any individua! even te ?itant
genera! manager. Te 3enera! ,anager direct!y contro! te ecurity dept.
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M AN AG ER IAL PO LIC IE S IN FSH
7ue to te rapid cange tat are ta8ing p!ace te attitudeB va!ueB "e!ie(B
ideo!ogy and tecno!ogy are in a contant tate o( cange. Tere(ore an organiation
a to ma8e po!icie @ic can meet tee cange. Some o( te pear! continenta!
po!icie a"out certa in matter are a under
1% MANAGEMENT< >e aim to provide attractive o" ati(act ion and carrier
opening.
2% EMPLO"EES < >e @i to enance te carr ier o( our emp!oyee and @e !i8e
to tin8 tat ti a ati(ying company to @or8 @ere condition are a"ove average
(or a!! te @or8er.
&% PRODUCT < Our product ou!d meet te cutomerK expecta tion and @e
ou!d
enure tat our product are not arm(u!.
)% CUSTOMER < Te cutomer i @y @e are ere. >e e!! not on!y giver good
va!ue (or money @e mut ati(y i every demand.
+% COMPETITORS < >e ou!d repect te competition and @e @i!!compete
vigorou!y "ut not i!!ega!!y.
M AR KET ING & CO MM UN IC AT ION SETUPS
ote! "uine mot!y depend on pu"!ic re!ation. ,anagement try to ave
poitive image in pu"!icB o "ecaue o( ti FS maintain a eparate good o((ice o(
pu"!ic re!ation department. Ti department per(orm (o!!o@ing important (unction:
Organiing advertiing companie
*onveying protoco! on arriva! o( IP
Pu"!iing pamp!etB "u!!etin
Organiing (etiva!
Function
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S TR UCT UR AL D IME NS ION S OF FSH
Fo!!o@ing are te maor dimenion @ic are adopted in FS
a:
1% Forma!iation
2% Specia!iation
&% ierarcy o( ?utority
)% *entra!iation
+% Pro(eiona!im
For#al$%at$on < Tere i a (orma!ied ytem o( te departmenta !iation at FS .Te company i d ivided into (orma!ied department. Tee are
1. Front O ((ice
2. 6oom diviion
&. oue Ceeping
). Engineering
+. Purcae
-. Ste@arding
/. Food 'everage $C itcen%
4. Food 'everage $Service%
5. Food 'everage $'anueting%
10. Pretige * !u"
11. Pu"!ic 6e!a tion
12. Sa!e ,ar8eting
1&. uman 6eource 7epartment
1). ?ccount
1+. In(ormation Tecno!ogy
Spec$al$%at$on< ?!! department ave "een a igned a pecia!ied diviion o ( !a"or. Tey
are reponi"!e (or per(orming teir repective ta8 and dutie @en @or8ing togeter.
Tey are teir dutie "ut tey are reponi"!e on teir o@n.
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H$erarc&' o( Aut&or$t' < To# ) Bottom A##roa"h < Te ierarca! tructure practicing
in FS i Top;'ottom approac. F ina! autority !ay in 3enera! ,anager or
7irector Operation tat i de!egated to te !o@er !eve! o( management.
3enera! ,anagerR7irector Operation
ead o( te 7epartment
?t. ead o( te department
Section ead
Supervior
Central$%at$on < 'eing te mu!tinationa! company it i @or8ing under tandard
operationa! procedure. Suc procedure pre determine te et o( activitie te
individua! department can per(orm. Te 3enera! ,anager contro! te department in te
@ay tat no department cou!d invo!ve into uc activitie tat i out o ( teir SOP. Te
"aic concep t o( centra!iation in FS i to contro! te activitie o( te department in a(avora"!e manner.
Pro(ess$onal$s# < In mu!tinationa! companyB te expectation o( te c!ient
regarding ervice are very ig in order to meet and exceed te expectation o( te
c!ientM te companie reuire a pro(eiona! @or8 (orce in order to acieve optimum
reu!t.
In Faia!a"ad Serena ote! te company ire and train teir @or8(orce to
ma8e tem ig!y pro(eiona! ion teir repective (ie!d to get te maximum ati(action
(rom te guet and ig pro(it.
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S ER EN AS OBJ EC T IVES O VE R N E XT F IVE YE AR S
In genera! te main purpoe o( etting te o"ective i to tate tat @at i to "e
accomp!ied in (uture @itin te peci(ic period o( t ime. Te main reaon (or etting; up
te !ong term o"ective i to et a target or ca!!enge to @or8 (or tat and to ome extent
impre te areo!der and oter ta8eo!der.
F $* e " e a r s O + ,ec t$ * e s < >en @e ta!8 a"out I!ama"ad Serena ote! teir next (ive
year o"ective inc!ude a:
1% To Increae Pro(ita"i!ity < Faia!a"ad Serena ote! a p!anned to increae
teir earning "y 1+ annua!!y and to reac at !eat )0 increae over te next (ive
year.
2% To Increae ,ar8et S are < Serena ote! a an o"ective over te next (ive year
to increae teir mar8et are (rom Internet ource and troug a!!iance @it
air!ine and to give more attractive pac8age to teir cutomer.
&% 7e!ivering S areo!der a!ue < Tey are "eing committed to "e gro@ing
company.
Teir ucce @i!! reu!t in invetment return tat are conitent!y among te "et
ote! indutry. Teir primary "uine o"ective i to maximie current return to
te areo!der "y increaing ca (!o@ avai!a"!e to pay ditri"ution and provide
!ong; term tota! return to areo!der.
)% 'eing te 'et < Faia!a"ad Serena ote! a an o"ective to "ecome an innovative
!eader in te ote! indutry and to continuou!y improve teir product and
ervice . Tey @i!! ee8 (rom teir upp!ier iget ua!ity o( product and
ervice at te "et va!ue.
+% >or8ing Togeter a *o!!eague < Tey empaie on aring reponi"i!ityB
accounta"i!ity and recognition troug a c!imate o( team@or8B "ecaue ti ting
@i!! u!timate!y e!p to improve teir overa!! e((iciencyB a te emp!oyee
@i!! "e motivated.
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-% Providing a * !imate o( Entuiam < Tey are committed to every one at Serena
ote! "y providing a caring and motivatingB and re@arding environment. ? an
indutry !eaderB tey ave an o"ective over te next (ive year to "ringing out te"et peop!e toug e((ec tive training and meaning (u!! carrier and perona!
deve!opment and "y encouraging individua!ity and initiative.
/% *ontri"ute To Nationa! 3ro@t < To urim i a ector o( Pa8itan economy tat
a igni(icant potentia! and a country can increae te (oreign earning @it te
e!p o ( tourim. Operating under te SerenaL "rand nameB Tourim Promotion
Service o@n and manage (i(teen ote! in Eat ?(r ica and ?ia. 'eide earning
(oreign excange and increaing emp!oyment and manpo@er deve!opmentB
tourim can contri"ute to nationa! gro@t in more ua!itative @ay. So no@ teir
main o"ective over te next (ive year i to ati(y te @ant and need o( tourim
"uinee and ote! a @e!! a conumer in te 21t century.
4% ,aintain ig S tandard < No@ tey ave an o"ective to 8eep te ame
ig tandard regarding te ua!ity o ( teir good and ervice and to ma8e
improvement in toe area @ere tey are !ac8ing "eind.
5% To *reate ?!!iance < Increae "uine (rom Internet ource and
troug partnerip. So in order to capture or increae te mar8et are no@ te
o"ective o( te Serena ote! i to create an a!!iance @it air!ine o tat a!! te ta((
and paenger tay in Serena ote!B @ic @i!! de(inite!y "ring a uge amount
o( revenue on regu!ar "ai.
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O R G AN IZAT ION AL HIER ARC HY O F FSH
Te Faia!a"ad Serena ote! a
deve!oped and poitioned ite!( in te ociety
a a ig!y eteemed p!ace and to maintain
it poition it (o!!o@ a ierarcy o( need
@ic increae te o rganiation (inancia!
ta"i!ity (rom tep to tep a te organiation
increae and maintain it pat to@ard
exce!!ence.
VAR IO US S TR AT RE G IE S IN FSH
,ar8eting Strategie
Promotiona! S trategie
Pricing S trategie
Organiationa! *onideration S trategie
Propoed Strategie
3ro@t Strategie
Strategic P !an
M A R K E T I N G S T R A T E G I E S < One o( te mot important (unction o( te mar8eting
department i to deign a e t o( @ritten goa!B o"ective and trategie (or
mar8eting activitie o( te organiation. Ti mean eta"!iing ru!e and "uine
concept o ( o@ te organiation @i!! conduct ite!( on te mar8etB @at mar8eting
intrument @i!! "e uedB @at goa! @i!! "e et and @at trategie ou!d "e app!ied
to attaining e((ective advertiing campaign. Te mar8eting department deve!op a
mar8et "aed "uine trategy tat provide uniue va!ue to te cutomer on a!!
ervice and product o( te organiation.
Te trategy eta"!ie te @or8(!o@ in te mar8eting department o tat
eac proce @itin te @or8(!o@ can "e continua!!y eva!uatedB meaured and improved
unti! te mar8eting goa! are ucce(u!!y acieved.
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P R O M O T I O N AL STRETAGIES < F inding ne@ cutomer i te 8ey ca!!enge (or
every "uine. Troug creative advertiing and promotion a "uine can attract ne@
cutomer and gain more revenue. Te mar8eting departmenti reponi"!e (or providing productRervice advert i ing and promotion.
Te (unction o( advertiing and promotion i epecia!!y important @en te
organiation !aunce a ne@ "rand and it ou!d "e promoted "y in(orming te
cutomer o( te "rand K (eature and advantage. Te advertiing and promotion
p!an may conit o( te (o!!o @ing part:;
?dvertiing
Sa!e Promotion
,ar8eting ,ateria!
Pu"!icity
Trade S o@
P R I C I N G S T R A T E G I E S < Too o(ten Serena K pricing pecia!it treat pricing a a
tactica! pro"!em in (inancia! ana!yi o( a!e management. Pricing product and
ervice i a trategic pro"!em tat reuire coordination o( many (unctiona! area. Tea"i!ity to manage e((ective pricing a((ect a companyK gro@t and pro(ita"i!ity more
uic8!y and direct!y tan any oter trategic deciion.
To "e a"!e to reac at a rigt deciionB tey need to do te
(o!!o@ing:
*ange cutomer price perception to capture more va!ue
Eva!uate te rea! (inancia! imp!ication o( pricing deciion
Je pricing trategica!!y to guide our "uine to !ong;term pro(ita"i!ity rater
tan reactive!y to o!ve ort;term pro"!em
O R G A N I - A T I ON A L C ON S I D ER A T I O N S T R A T E G I E S < ,anagement mut
decide @o @itin te organiation ou!d et price. In !arge companie pricing trategy
typica!!y i and!ed "y diviiona! or p roduct !ine manager. Te FS manage ment
conider it poition @i!e etting te price o( it ervice. Top management et
mot!y te priceB "ut it conider te uggetion given "y midd!e !eve! management.
Pear! *ontinenta! conider it permanent corporate c!ient and o((er tem due conceion
in price.
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>itin one;year initiate a program to ana!ye and revie@ te overa!!
tranport in(ratructure o tat more and more peop!e come up (or tourim purpoe.
In addition to attracting ne@ viitorB it i important to "roaden te current
tourim "aeB "ot in term o( time and geograpy. In order (or ti e((ort to "
e e((ectiveB Serena mut @or8 @it regiona! organiation and tate@ide indutry
aociation tat are a!ready ucce(u!!y promoting tourimB and encourage
and upport regiona! group to expand teir capacity to promote tourim.
3eograpica!!y expanding te (irm activitie "y going into oter maor citieand
acuire mar8et are.
Strengten te c!imate o( upport tat exit (or te tourim indutry
"y communicating te economic "ene(it o( reponi"!e tourim deve!opment
to te genera! pu"!ic a @e!! a to te tate and !oca! government repreentative.
T HE OR G AN IZAT IO N 'S M IC RO EN VIRONMENT
Te microenvironment conit o( te (orce c!oe to te company tat a((ect
it a"i!ity to erve it cutomerB te companyB upp!ierB mar8eting canne! (irmB
cutomer mar8etB competitor and pu"!ic.
Te FS a a ucce(u! microenvironment in teir ote!. Te microenvironment
o( ti ote! depend on a!! o( te a"ove (actor. No@ @e exp!ain tee (actor in te
apect o( Pear! *ontinenta!.
T&e Co#pan' < In deigning mar8eting p!anB mar8eting management ta8e
oter company group into account; group uc a top managementB (inanceB reearc
and deve!opmentB purcaingB and accounting. In any organiation a!! tee
group are interre!ated and (orm te interna ! microenvironment o( te company.
In FS a!! tee group are interre!ated and tey per(orm teir o@n ta8. In ti
ote! top management et te organiation miionB o"ectiveB and "road trategie and
po!ice.
Mar/et$n0 Inter#e1$ar$es < ,ar8eting intermediarie e!p te Organiation
to promoteB e!! and ditri"ute it good to (ina! "uyer. Tey inc!ude ree!!erB
pyica! ditri"ution (irmB mar8eting ervice agencieB and (inancia ! intermediarie.
6ee!!er are ditri"ution canne! (irm tat e!p te organiation to (ind cutomer
and ma8e a!e to tem.
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Te "uine o( FS depend on te di((erent type o( mar8eting
intermediarie. Te maor "uine o( ti ote! depend on te mar8eting ervice
agencie. ,ar8eting ervice agencie e!p te ote! to convey te meage to te
target conumer. Te adverti ing agencie and media (irm e!p te ote! to
convey te meage a"out promotiona! trategie to te end uer.
Custo#ers < Every organiation need to tudy it cutomer mar8et c!oe!y. Tere
are (ive type o( cutomer mar8et in any organiation. Tee are:
*onumer ,ar8et
'uine ,ar8et
6ee!!er ,ar8et
3overnment ,ar8et
Internationa! ,ar8et.
Co#pet$tors < Every organiation mut provide greater cutomer va!ue and
ati(action tan it competitor. Ti concept i true in Faia!a"ad Serena o te!. Te
ote! a !@ay give great importance to cutomer va!ue and ati(action in a!! te
department. Te management adopt di((erent trategie according to te need o( te
target conumer. Te ote! provide "et ervice tan it competitor.
Pu+l$cs < ? pu"!ic i any group tat a an actua! or potentia! interet in or impact on
an organiation a"i!ity to acieve it o"ective. In any organiation tere are di((erent
type o( Pu"!ic !i8eM
Financia! Pu"!ic
,edia P u"!ic
3overnment P u"!ic
oca! P u"!ic
3enera! P u"!ic
Interna! P u"!ic
; Financia! Pu"!ic inc!ude "an8 and di((erent oter companie.
; ,edia P u"!ic inc!ude ne@paperB magaineB radio te!eviion.
; 3enera! P u"!ic i concerned @it genera! pu"!ic attitude.
; Interna! P u"!ic inc!ude it @or8erB managerB vo!unteer and te "oard
o( director.
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M E AS UR ING T HE HO TE L B US IN ESS P LAN
,otivating manager and meauring teir per(ormance are 8ey ca!!enge o(
any organiation. F inancia! reu!t are typica!!y te "ai
(or gauging management e((ectiveneM o@everB
te driver o( (inancia! reu!t are management per(ormance in te area o( mar8eting
e((ectiveneB a!eB revenue managementB ound !a"or re!ationB ua!ity aurance
ytem and (inancia! ytemB ygiene and contro!B amongt oter ting.
Te ote! ,anagement 'a!anced Scorecard meaure te ote! management
per(ormance in imp!ementing te (our area o( te 'uine P !an $,ar8etingB Hua!ityBSta(( and F inance%.
It a!o recognie tatB at any tageB te (our (ocu area may not "e o( eua!
critica! importance to te ote!B in period o( igB utaina"!e occupancieB mar8eting
may "e o( !eer importance tan maintaining 3JES T ervice and ua!ity. Eac
Up!an a an aduta"!e U@eigting (actor.
Te meaurement o( acieved reu!t againt goa! et in a!! (our @eigted
area contitute te meaurement metodo!ogy o( te ote! ,anagement 'a!anced
ScorecardB giving an overa!! per(ormance core (or te ote!B a a @o!eB p!u coring
eac contr i"uting (ocu area $,ar8etingB H ua!ityB S ta(( and F inance%.
HO TE L RE G IS TR AT ION C HEC K IN C ARD S
ote! 6egitration *ard are anded over direct!y to te guet upon arriva!B
@ic a to "e (i!!ed in comp!ete and preented at te reception de8 or at te de8 et
up (or ti pecia! purpoe to o"tain room 8ey. ote! expect to receive detai!ed group
naming !it one mont prior to te arriva! date.
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S AF ET Y RE GULATIONS
Fo!!o@ing are ome a(ety intruction inide te arena o( ote! a:
?ny accident or !o occurred to te exi"itor perona! ta(( or exi"it @i!! "e
te exi"itor o@n reponi"i!ity.
Exi"itor @i!! comp!y @it ote! a(ety regu!ation peci(ica!!y in regard to (ire
proo( decoration or protection againt e!ectrica! ma!(unction.
?ny activity treatening (ire a(ety tandard or damage to te ote! property @i!!
"e dicouraged.
R ES TR ICT IO NS INS IDE T HE HOTE L
Tere are (o!!o@ing ome retriction inide te "ui!ding o( ote! (or ecurity
purpoe :
7ip!ay o( ign or "anner i not a!!o@ed @itin a!! pu"!ic area o( te ote!.
*onuma"!eB i.e. Food and 'everage itemB may not "e "rougt into te ote!.
Food and 'everage item cannot "e erved to te exi"it "oot.
Te exi"itor can on!y ue te area p!aced at it dipoa! and cannot "e exte nded
to te oter pu"!ic area o( te ote!.
Te exi"itor underta8e to return te pace in it initia! conditionB any
reuirement regarding etup or dip!ay againt te @a!! mut reuire prior
permiion (rom *onvention department.
Te ue o( nai!B tac8B tic8er etc. i proi"ited.
E MP LO YE ES O N T HE J OB TR AIN ING
In Faia!a"ad Serena ote! $FS% immene tre i given on te training o(
te emp!oyee. Te proce o( training an emp!oyee doe not end @it pro"ationary period
"ut it continue during te @o!e ervice o( te emp!oyee.
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In;oue 7octor
F!orit
'oo8tore
'uine *entre
Parmacy
2) our 6oom Service
*ar 6enta!
S ER VIC ES CLASS IFIC ATIONS
Service are re!ated @it te intangi"!e product and d i((er (rom te tangi"!e
product. Service are c!ai(ied into te di((erent group. *!ai(icat ion i important it
give u a great undertanding o( te va!ue tat @e provide to our cutomer. Ti u
ndertanding a"out ca!ci(ication o( ervice provide te inigt needed to create
e((ective mar8eting trategie. Te FS a c!ai(ied it ervice on:
1% Pro(it O"ective
2% *utomer Type
&% a"or and Euipment need
)% *utomer *ontact
PR OF I T O ! 2E CT I 3E
? mao r ditinction among ervice provider i @eter or not tey ee8
(inancia! pro(it. ote! indutry ma8e trategic mar8eting deciion "aed on
potentia! return on invetment.
Te "ai purpoe o( Faia!a"ad Serena ote! in te ote! indutry i to
acieve maximum pro(it out o( te "uine. Te !ocationB erviceB euipment and target
potentia! group o( te o te! are a!! coen @it an eye to ma8ing a pro(it.
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CO NS UMER T"P E
Service (irm ave "ot conumer and organiationa! cutomer. Te ervice
are identica! in ome caeB "ut di((erent mar8eting trategie are reuired (or te
di((erent type o( cutomer. Te FS a t@o type o( c!ient:
Te 6egu!ar *orporate * !ient
Te 3enera! * !ient
Te eventy (ive percent $/+% o( te ote! "uine i depend on te
corporate c!ient. ,any !arge organiation ave a contact @it te ote! and teir c!ient
regu!ar!y avai! te ervice o( te ote!. Seventy percent $/0% o( te tourit are regu!ar
corporate c!ient o( te ote!. Tey come ere and avai! te ervice (or te "uine
purpoe or (or recreation. Tere i anoter type o( cutomer tat i te genera! c!ient
o( te ote!. Tee cutomer come ere (or te recreation. So te ote! a a
di((erent mar8eting trategie (or te corporate c!ient and di((erent (or te genera! c!ient.
LA !O R !A SE D S ER 3I C ES
a"or ; "aed ervice are toe ervice tat are de!ivered "y te peop!e and are
primari!y concerned @it te activitie o( te peop!e. Te FS provide ervice to
it cutomer d irect!y troug te peop!e. Tey ave a d irect mar8eting @it teir
cutomer. Tey end teir peronne! in d i((erent organiation and tey give tem
in(ormation a"out te ne@ ervice.
E4 UI PMEN T ! AS ED S ER3 IC E
Euipment "aed ervice are toe tat are de!ivered "y euipment Pear!
*ontinenta! a!o ue te euipment "aed ervice. Tey in(orm te cutomer a"out te
ervice troug te!eponeB (axB E ; mai!B computer etc.
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S . O T A N A L " S I S O F
SERE NA HO TE L
STRENGT HS
Serena ote! i one o( te 'et * ain o( ote! in Pa8itan. Tey ave (ive
"rance in Pa8itan and 20 "rance out ide Pa8itan and it i te (irt (ive tar ote !
in I!ama"ad. Fo!!o@ing are te trengt o( I!ama"ad Serena ote!: Interna!pro or p!u point o( Faia!a"ad Serena ote! $FS% are a (o!!o@:
Lar(est 2hain < Serena ote ! i te !arget ote! cain in Pa8 itan.
Lar(est Fa"ilities < Te FS a !arget num"er o( room and "anuet a!!. No oter
ote! a uc !arge (aci!itie in ti great city.
Lar(est 2ar 3ar$in( < Te FS a !arge t par8ing area tan any oter ote! in te c ity
o(
Faia!a"ad.
4&ality 3rod&"ts < Te FS i te ym"o! o( ua!ity @it repect to itK o((ering
i.e. retaurantB ote!B moteB etc.
E."ellent Ser'i"es < Te Faia!a"ad Serena ote ! $FS% aim at providing
exce!!ent ervice to a!! type o( cutomer.
2om#etiti'e Ad'anta(es < Te FS a an edge over it competitorK i.e.M itprovide
executive c!u" ervice.
Finan"ial Stren(th < Faia!a"ad Serena ote ! i (inancia!!y tro ng ote ! "ecaue in
te current economic condition it i maintaining it poition "ecaue o( (inancia! trengt.
Fa'orable !e#&tation 5 Ima(e < Te FS a cap tured te (avora" !e image in te mind
o( te cutomer.
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Inno'ation 5 2reati'ity < ?(ter every - montB te FS !aunce ne@ o((e ring @ic i
very ty!i and eye catcing.
Or(ani)ed 6ana(ement < Te FS management i ig!y ua!i(iedB competent and
organied.
Ser'i"es ,ith Latest Te"h < Te FS a it contro ! room in @ic te room and a!!
temperature i contro!!ed and maintained according to te environment and cutomerK
reuirement.
!EAKNES SES
? good and @e!!; reputed organiation ou!d overcome it @ea8neeB in ti
@ay company can acieve it goa!. So @itin te context o( Serena ote! @e come to
8no@ te (o!!o@ing @ea8nee. Interna! con or negative point o( te Faia!a"ad Serena
ote! $FS % are a (o!!o@:
La&ndry Sho# ; Te !aundry op in ote! i not according to te tandard @ic o((eringin te FS and oter ote!.
Hi(h 3ri"es < Te FS carge very ig price (or a!! o( it ervice epecia!!yroom
(aci!ity and mot o( te peop!e in Pa8itan canKt a((ord it.
Lo, In"enti'es < Te FS o((e r !o@ incentive to it cutomerB o (ai! to attrac t
te midd !e c!a peop!e.
O PP ORTUN ITIES
Te opportunitie in any organiation are te prediction o( (uture o(
ti organiation. Te e xterna! pro or p!u point o( an organiation.
E.#and 3rod&"t Line < Te FS can expand teir product !ine "y o((ering oter
(aci!itie !i8e ome de!ivery o( (ood etc.
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S UG GE ST IO NS AND RECOM MEND ATIONS
Te e!ectrica! and ecurity ytem ou!d "e improved according to ne@ ca!!enge.
Te inventory ytem in (ood and "everage ou!d "e improved.
Tere ou!d "e a ea!t c!u" in ti ote!.
Te FS ou!d attract ua!ity "rand in opping ,a!!.
Te FS ou!d improve communication and coordination among a!! ote!.
*ompany po!icie a!! "e c!ear!y de(ined and p!anned @ic reu!t in
e((icient management and progre over te nigt.
'a!anced rate (or room and (ood item a!! "e cargedB 8eeping in vie@ te
oter competitor in !oca! ote! indutry !i8e
Te management ou!d ta8e tep to contro! te !o""y tra((ic.
It ou!d increae and improve it (ood torage (aci!itie.
Te management ou!d o((er more attractive pac8age to attract cutomer in
te ote! retaurant.
Te management ou!d improve te incentive p!an (or emp!oyee.
Tere ou!d "e ome monetary re@ard (or emp!oyee o( te mont in
di((erent department
CONCLUS ION
Te Faia!a"ad Serena ote! $FS% organiation doent maintain and enco
urage per(ormance exce!!ence in (orm o( monetary term. Tere i a (orma! per(ormance
appraia! (orm (or a!! emp!oyeeB and ti i tied to a re@ard ytem. It i my vie@ tat
tere are evere pro"!em @it te per(ormance appraia! (rom in tat it i ver y
u"ective in nature. 'ecaue o( te u"ectivity te ytem can !ead to gro errorB
and ince ti i !in8ed to re@ard ytemB te error i not on!y perpetuated "ut
exaggerated.
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Re(e renc es
; Faia!a"ad Serena ote! $FS%
; ?!i 'uranK viit to FS perona!!y
; I!ama"ad Serena ote! $IS%
; Freeintrnip.com
; Scri".com
; 3oog!e Searc Engine
; ,icroo(t Encarta V 2010
; ,r. ?"du! ,annan Sani R oya! * utomer o( Serena ote!
; onora"!e Teacer
;
T&e END5 666
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