ContentsCHAPTER 1.................................................................................................3INTRODUCTION TO HOTEL INDUSTRY................................................................4HISTORY OF HOTELS...........................................................................................................4HISTORY OF HOTELS IN PAKISTAN..................................................................................4TYPES OF HOTELS..........................................................................................................5HISTORY OF HOTELS IN PAKISTAN..................................................................................6THE DECLINE IN HOTEL INDUSTRY OF PAKISTAN............................................................6CHAPTER 2.................................................................................................8

INTRODUCTION OF ORGANIZATION............................................................................................9

GROUP PROFILE......................................................................................................................................9PAKISTAN SERVICE LIMITED.................................................................................................................10INTRODUCTION.........................................................................................................................................10CORPORATE PROFILE.....................................................................................................................................12BOARD OF DIRECTORS..................................................................................................................................12

INTRODUCTION OF PC HOTEL RAWALPINDI..........................................................................15

VISION..........................................................................................................................................................16ORGANIZATIONAL STRUCTURE...........................................................................................................17GOALS AND FOCUS:................................................................................................................................17GROWTH PROFILE....................................................................................................................................18PROFITABILITY...........................................................................................................................................19MANAGEMENT STRUCTURE AT PC......................................................................................................21IMMENSE SERVICES AND FACILITIES.................................................................................................23OPERATIONS MANAGEMENT.................................................................................................................29

CHAPTER 3............................................................................................................................................ 33

MARKETING................................................................................................................................................ 34

THE MARKETING PROCESS....................................................................................................................34ANALYZING MARKETING OPPORTUNITIES.....................................................................................................34SELECTING TARGET MARKETS......................................................................................................................34DEVELOPING THE MARKETING MIX...............................................................................................................34MANAGING THE MARKETING EFFORTS..........................................................................................................35

MARKETING ENVIRONMENT..........................................................................................................35

MICRO ENVIRONMENT...................................................................................................................................35MARKETING INTERMEDIARIES........................................................................................................................36CUSTOMERS...................................................................................................................................................36COMPETITORS................................................................................................................................................36THE ORGANIZATION'S MACRO ENVIRONMENT..............................................................................37DEMOGRAPHIC ENVIRONMENT......................................................................................................................37ECONOMIC ENVIRONMENT.............................................................................................................................37TECHNOLOGICAL ENVIRONMENT...................................................................................................................38KEYS TO SUCCESS...................................................................................................................................38SWOT ANALYSIS...................................................................................................................................39SWOT / TOWS MATRIX.............................................................................................................................42THE MARKETING INFORMATION SYSTEM.........................................................................................44INTERNAL RECORDS.......................................................................................................................................44MARKETING INTELLIGENCE............................................................................................................................44MARKETING RESEARCH.................................................................................................................................45EXPLORING NEW OPPORTUNITIES.................................................................................................................45

CHAPTER 4............................................................................................................................................ 46

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INTERNSHIP REPORT....................................................................................................................... 47

OBJECTIVES OF INTERNSHIP..........................................................................................................................47SIGNICANCE OF KNOWLEDGE:............................................................................................................47DEFININING INTERNSHIP.................................................................................................................48JOB TITLE.....................................................................................................................................................48JOB SPECIFICATION..................................................................................................................................48JOB DESCRIPTION.....................................................................................................................................49MY DUTIES & RESPONSIBILITIES.........................................................................................................49EXPERIENCE LEARNED...........................................................................................................................49SKILLS LEARNED.......................................................................................................................................51BASIC LEARNINGS....................................................................................................................................51POSITIVE LEARNINGS..............................................................................................................................51SKILLS USED AT WORK...........................................................................................................................52EXACT WORK THAT I DID.......................................................................................................................53BIGGEST CHALLENGES...........................................................................................................................57INTERNSHIP ADVANTAGES IN PRATICAL LIFE.................................................................................59

CHAPTER 5.................................................................................................................................................. 61

CONCLUSION AND RECOMMENDATIONS.................................................................................62

CONCLUSION.............................................................................................................................................62RECOMMENDATIONS FOR MARKETING DEPARTMENT.................................................................63SUGGESTION FOR OTHER INTERNEES..............................................................................................64

REFERENCES........................................................................................................................................ 66

2

CHAPTER 1

3

INTRODUCTION TO HOTEL INDUSTRY

HISTORY OF HOTELS

The modern concept of a hotel derives from 1794, when the City Hotel

opened in New York City.  While the practice of renting space was not

new, the City Hotel was purported to be the first building devoted

exclusively to hotel operations.  For its time, the building was quite large

and possessed 73 rooms.  Similar operations soon appeared in such

nearby cities as Baltimore, Boston and Philadelphia.             

 HISTORY OF HOTELS IN PAKISTAN

The land of Pakistan is located in the western part of the Indian

subcontinent. It is bordered with India on the east, Afghanistan and Iran

on the west and the Arabian Sea on the south. The word Pakistan has

been derived from the two Urdu words “Pak” and “Stan” that mean pure

country.

There were few hotels in Pakistan in the start. It is said that Cecil Hotel,

located at Mount View Road Murree was a summer retreat of a British

Army Colonel. It was built in 1858 and is therefore one of the oldest

surviving hotels in Pakistan. It was converted as Viceroy’s summer place

in 1940 and in 1957 it was converted into a hotel by a Rawalpindi based

businessman. Lakhani Group bought it in 1998 through an open auction

and is the current owners.

The industry of hotels in Pakistan was no very large to begin with, the

major players are off course the pearl continental Sheraton, Marriot, and

4

Holiday inn chains and the Serena hotels chains which is basically at the

most prominent spots.   

TYPES OF HOTELS

COMMERCIAL HOTELS

Cater mainly to business clients and usually offer room service, coffee-

shop, dining room, cocktail lounge, laundry and valet service as well as

access to computers and fax services.

AIRPORT HOTELS

Airports Hotels are located near airports and are a conveniently located to

provide any level of service from just a clean room to room service and

they may provide bus or limousine service to the air lines.

CONFERENCE CENTERS

Conference centers are designed to specifically provide meeting space

from groups; they provide all services and equipment necessary to handle

conventions.

ECONOMY HOTELS

Economic hotels provide a limited service and are known for clean rooms

at low prices meeting just the basic needs of travelers

SUITE OR ALL-SUITE HOTELS

5

Suite or all-suite Hotels are hotels which offer spacious layout and design. 

Business people like the setting which provides space to work and

entertain separate from the bedroom.

RESIDENTIAL HOTELS

Residential Hotels used to be very popular.  The typical residential hotel

offers long term accommodations.

CASINO HOTELS

Casino Hotels are often quite luxurious.  Their main purpose is in support

of the gambling operation.  Casino hotels often offer top name

entertainment and excellent restaurants. 

RESORT HOTELS

Resort Hotels are the planned destination of guests, usually vacationers. 

This is because resorts are located at the ocean or in the mountains away

from inner cities.  Resort hotels may offer any form of entertainment to

keep their guests happy and busy.

HISTORY OF HOTELS IN PAKISTAN

First hotel in Pakistan was Metropolis in Karachi; it was built in 1930’s

before Pakistan. Now it is been again rebuild into new shape, in start most

of the hotels were in Karachi, and Lahore but Karachi is richest city in the

6

Hoteling in Pakistan. Now capital having four to five big hotel and large

hotel are also coming in but because of recent situation it is slowed down.

THE DECLINE IN HOTEL INDUSTRY OF PAKISTAN

“The Hotel industry is among the top three constituents of the world

economy after oil and autos and is growing faster than the petroleum and

arms. It is larger than automobile industry in Japan, agriculture in the

U.S.A. and banking in Switzerland.

It is unfortunate to know that instead of growing with world trend, the

tourism industry in Pakistan has rather taken a back seat in the revenue

generated services. It is the only industry that earns the FOREIGN

EXCHANGE without exporting anything.

The hotel industry with its charming and lively environment is apparently

flourishing but the reality negates the fact and depicts the other side of

the story .Pakistan hotels association and the govt. keeps trading

accusations.

Most of the hotels and motels here, particularly in the far flung areas, hill

stations and the tourists spots and even in the three major cities;

Islamabad, Lahore and Karachi, are dependent upon tourism, international

business trips.

The industry in Pakistan is not very large to begin with. The major players

are, of course, the Pearl Continental, Sheraton, Marriott and Holiday Inn

chains and Serina hotels. Actually the greatest growth in the hotel

industry was seen in the late 80s and then some in early 90s but it was

7

clear by this time that the industry had already entered in a recession and

the trend has visibly been reversed. .

8

CHAPTER 2

INTRODUCTION OF ORGANIZATION

9

GROUP PROFILE

Hashoo Group of Companies was established under the leadership of Mr.

Sadruddin Hashwani. In a period of some three decades he through his

single handed dedication and commitment to the Profession has

transformed this Group in to a leading industrial group of Pakistan, well

known for its forward-looking approach, and highest standards of quality

and integrity.

Starting with Cotton Trading, Hashoo Group of Companies today boasts

the only chain of Five -Star Hotels in Pakistan namely The Pearl

Continental Hotels chain and the Karachi Marriott and the Islamabad

Marriott Hotels with presence in all the provincial capitals and the Federal

Capital except one. Today, Hashoo Group of Companies besides hotel

industry encompasses oil and gas exploration, mining, ceramics,

pharmaceuticals, tourism and travel. It also has considerable investment

in real estate. Mr. Sadruddin Hashwani with his keen eye on the future is

now guiding the Group to enter the field of Information Technology (IT).

Towards that end a wholly owned subsidiary of the Group known as Net

21 (Pvt) Ltd is currently operating as Internet Service Provider, which is

planned to serve as springboard to launch substantive IT projects.

The oil and gas exploration is being done under the Orient Petroleum Inc,

which has recently met with successful find. The Group is constantly on its

forward march. Some examples of it are: The construction of Pearl

10

Continental Hotel Bhurban in the picturesque Murree hills, Construction of

new wing called Atrium Wing of The Pearl Continental Hotel Lahore

equipped with the most modern amenities, Continual up-gradation and

modernization of Pearl Continental Hotels and Islamabad as well as

Karachi Marriott Hotels, Acquisitions of the state-of-the-art Ceramics

Factory to design and produce crockery and a plant known as Gelcaps to

manufacture halal gelatine capsules for the pharmaceutical industry

according to the most stringent quality standards. Mr. Hashwani’s Vision

knows no bounds and it will be difficult to predict as to what will be his

focus of attention tomorrow. For him time is short and the Art is long.

Therefore, his philosophy is that each moment of life should go towards

advancement of cause of humanity at large.

Mr. Hashwani runs Hashoo Foundation whose sole objective is to engage

in philanthropic projects in support of social and cultural causes and for

the uplift of the deprived. Through this Foundation he not only fulfils his

corporate responsibilities but also more importantly his unwavering

commitment to promoting the good of common man.

PAKISTAN SERVICE LIMITED

INTRODUCTION

Pakistan Services Limited was incorporated in 1958 as a Public Limited

Company and is quoted on the Stock Exchange. It owns and operates the

Pearl Continental Hotels (formerly Inter Continental Hotels) and is

recognized as the largest and oldest hotel company in Pakistan.

11

 Pearl Continental Hotels is the first Pakistani chain which has achieved

excellent international standards of quality products and services. In

recognition of its high standard, the Pearl Continental Hotel, Karachi was

conferred the prestigious membership of the "Leading Hotels of the

World", an exclusive global organization of deluxe hotels established in

1928.

 

Pearl Continental Hotels, beside in -house reservations network, are also

linked with Utell International to have international exposure and overseas

reservation network.

 

Investment in people and human resource development is an ongoing

process in the Hashoo Group. New management concepts and intensive

training programs have been introduced at all levels of supervisory and

managerial positions through establishment of an in-house Training

School located at Pearl Continental Hotel, Bhurban. The Training School

looks forward to imparting systematic and scientific knowledge of the

operations of both tourism and hospitality business.

 

Pearl Continental Hotels have become synonymous with a tradition of

personal services, efficiency, convenience and guest satisfaction.

Pakistan Services limited

PC hotel Rawalpindi

PC Hotel Burbhan

12

PC Hotel Karachi

PC Hotel Lahore

PC Hotel Peshawar

Hashwani Hotels

Islamabad Marriot Hotel

Karachi Marriott Hotel

Others

Net21

Gel caps

Cera-e-Noor

Hashoo Foundation

Hashoo Holdings

Zaver mining Company

Zaver petroleum Corporation

Corporate Profile

Board of Directors

13

Mr. Sadruddin

Hashwani

Mr. Murtaza Hashwani

Chairman

Chief Executive

Ms. Sarah Hashwani

Mr. Vazir Ali F. Mohammad

Mr. Syed Sajid Ali

Mr. Mansoor Akbar Ali

Mr. Shiraz Noordin

Audit CommitteeHuman Resource and

Recruitment Committee

Mr. Sadruddin Hashwani

Ms. Sarah Hashwani

Mr. Vazir Ali F. Mohammad

Mr. Sadruddin Hashwani

Mr. Murtaza Hashwani

Mr. Vazir Ali F. Mohammad

Mr. Mansoor Akbar Ali

Mr. Shiraz Noordin

Compensation Committee

Mr. Sadruddin Hashwani

Ms. Sarah Hashwani

Mr. Vazir Ali F. Mohammad

Company SecretaryChief Financial Officer

Mr. Mansoor Akbar AliMr. Shiraz Noordin

BankersAuditors

Habib Bank Limited

National Bank of Pakistan

PICIC Commercial Bank Limited

Saudi Pak Commercial Bank Ltd.

Union Bank Limited

Taseer Hadi Khalid & Company

Chartered Accountants

Legal Advisor

Liaquat Merchant & Associates

14

Registered OfficeCredit Rating Agency

A-9 Mohammad Ali Bogra Road

Bath Island, Karachi, Pakistan

Tel : 021-5872941-4

Tlx : 21259 HOTEL PK

Fax :021-5879872-73

http://www.pchotels.com.pk

http://www.hashoogroup.com.pk

http://www.pchotels.biz

http://www.hashoogroup.biz

JCR-VIS Credit Rating Company

Limited

15

INTRODUCTION OF PC HOTEL RAWALPINDI

Pearl Continental (PC) Hotel Rawalpindi is situated in the center of city

with in cantt area near by The Mall Road. The location of the hotel is very

attractive and also impressive for customers and its structure defines the

unique art of architectural designing which gives it a different look in

comparison with other building & hotels.

Rawalpindi is the twin city of Islamabad, the capital of Pakistan. It is a

transit city of visitors wishing to explore the fascinating Northern Areas.

Pearl Continental Hotel, Rawalpindi, stands tall right at the heart of

Rawalpindi. The only five star hotel of its kind in the city, which has come

a long way. It offers a variety of unique and excellent personalized

services to its clients.

PC is one of the world’s famous five star hotels all over the world. It

provides very ostentatious services to all of its clients. PC is providing its

heart trending services in Asia as well as in U.K and U.S.A. Only 5-minute

drive from the airport and in close proximity to the famous shopping

centers, the PC hotel is the city’s only deluxe hotel that caters to local as

well as foreign travelers in style

16

Pakistan Services Limited was incorporated in 1958 as a Public Limited

Company and is quoted on the Stock Exchange. It owns and operates the

Pearl Continental Hotels (formerly Inter Continental Hotels) and is

recognized as the largest and oldest Hotel Company in Pakistan. Pearl

Continental Hotels is the first Pakistani chain, which has achieved

excellent international standards of quality products and services. In

recognition of its high standard

Pearl Continental Hotels have become synonymous with a tradition of

personal services, efficiency, and convenience and guest satisfaction.

VISION

Their vision is; “Being the largest 5 star hospitality company in Pakistan,

we are committed to dynamic growth and service excellence built upon

our heritage of traditional hospitality. Stay on the cutting edge of business

through deliberate and persistent efforts to harness technology and

human resource backed up by our financial and logistic strengths for

highest

quality services and products to our customers at best value for their

money.”

MISSION

To strive to present the products/facilities/services when and where the

customer wants our culture reflects our values. This includes a shared

vision of who we are and where we're headed. And it encompasses

everything from the way we treat our customers to how we deal with our

competitors.

17

ORGANIZATIONAL STRUCTURE

18

19

GOALS AND FOCUS:

Their goals are

To provide the first hospitality experience. They exist to attract and

maintain customers.

They believe that when they will adhere to this maxim everything

else will fall into place and their services will exceed the

expectations of their customers.

They strive hard every day to provide top-notch hotel management

services that streamline operations while exceeding the goals and

expectations of their clients, partners and associates. Their

uncompromising commitment to excellence combined with decades

of refining lodging industry’s best practices produces

unprecedented success for our clients.

Further they have an uncompromising commitment to excellence.

They are honest and don’t believe in taking risks that would

jeopardize clients trust in allowing them to run their business.

In order to maximize profit through sourcing new business, different

marketing arrangements are being made which include joint

ventures and exclusive marketing agreements.

Pearl Continental Hotels- the largest chain of hotels in Pakistan

maintains the standards of excellence for which it’s famed

worldwide. At the hotels, the art and science of hospitality are

applied in perfection to offer the most luxurious ambience and a

wealth of services to the guests who are as precious as pearls.

20

GROWTH PROFILE

Hotel industry in Pakistan has been under a lot of stress in the past few

years due to the severity drives launched by the successive government,

the deteriorating law and order situation in the country and continued

duty of large number of taxes. This industry is dependent upon the

business and tourist activity in the country. In Pakistan, repeated efforts

with the government to come to the rescue of the hotel industry have so

far been all in vein. The business activity in Pakistan has overall remained

sluggish. Tourism, also, has never been properly emphasized, including

development of tourist spots and support infrastructure, despite the

exquisite scenic beauty of the landscape of Pakistan and its rich cultural

heritage. The fall in foreign national's traffic to Pakistan in the upshot of

September 11 incident and frequent acts of terrorism have continued to

adversely affect the hotel industry.

In the above circumstances, the management of Pakistan Services Limited

proved its managerial skills and overcame to a large extent the negative

impact of sluggish business on the performance of the Company by

successfully achieving sales and services for the year, as targeting.

However, change in sales mix gave rise to increase in cost of sales and

the administrative cost. As a result, the profit after tax declined. Due to

the prevalent conditions in Pakistan and worldwide, the rooms sales did

not maintain the desired growth momentum. Pursuant to the policy of PSL

to enhance the image of the "Pearl" chain, they plan to expand their

21

properties and continue to follow a program of rehabilitation and

refurbishment in all the five properties.

PROFITABILITY

Pearl continental hotel, is the most preferred hotel chain to visit by its

customer, but due to economic upheaval in the country and effect of

international environment on tourism and hotel industry, PC could not

retain its growth momentum as required. Though the Company was able

to achieve sales and services of Rs.1.932 billion for the current year,

which was almost equal to what they had achieved during the last year;

change in sales mix gave rise to increase in cost of sales and the

administrative cost as compared to last year. As a result, the profit after

tax declined to Rs.32.889 million for the year as compared to Rs.84.891

million last years. The rooms sales during the year, did not maintain the

desired growth momentum. Pearl Continental Hotels of Lahore, Rawalpindi

and Peshawar have won an exclusive contract for the lodging of cabin and

cockpit crew of the national carrier, Pakistan International Airlines (PIA).

This success contributed towards increase in overall room occupancy to

58% as compared to 54% during the corresponding period last year.

However, due to decline in average room rate, the room revenue stood at

Rs. 831 million as against Rs.890 million in the corresponding period last

year, which is a decrease of Rs. 59 million. In order to get more business

and maximize profit, Pearl Continental executed a Marketing &

Reservation Agreement with M.H.R. Collection Limited (Medotels, Hotels

and Resorts). As per agreement, MHR Collection will provide the services

22

through their network for promoting PC hotels in Pakistan and for making

room reservations, which will positively improve room revenue in the

years to come. This revenue generating business comprised

approximately 51% of the total sales revenue of the hotel as compared to

44% last year.

The gross room revenue for PC during the years has shown overall

decrease in gross room revenue for the Chain of PC’s in recent year. The

total revenue has also decreased for previous years.

BUSINESS OVERVIEW

Pearl Tours & Travels (Private) Limited registered a decline in both Sales

and Operating Profit by Rs.5.8 million (10%) and Rs.6.6 (85.68%)

respectively as compared to last year. However, due to increase in other

income and favorable tax decision at appeal levels, Company made after

tax profit of Rs. 1.2 million as compared to last year’s after tax loss of Rs.

3.8 million. During the year2003, old vehicles were disposed of and new

additions to its fleet were made in order to provide better service to the

customers. In order to improve the liquidity of the holding company to

meet other hotels projects, the directors have proposed to dispose off this

company.

Trans Air Travels (Private) Limited, despite recording a modest decrease

in revenue by Rs. 0.433 million as compared to last year, succeeded in

reducing its after tax loss to Rs. 3.366 million as compared to after tax

loss of Rs. 4.917 million of last year. This Company is under consideration

23

of disposal due to continuous accumulation of losses during the last

several years.

During the year, food and beverage revenue increased to Rs. 988 million

from Rs. 851 million, marking an improvement of 16%.

MANAGEMENT STRUCTURE AT PC

There are seven major functional departments in Pearl Continental Hotel

Rawalpindi. These are

1. Finance Department

2. Sales & Marketing Department

3. Engineering Department

4. House Keeping Department

5. Human Resource Department

6. Food And Beverage Department (Front Office & Restaurants)

7. Cost & Control Department

A brief introduction of these departments is as follows.

Sales department

The basic sales are concerned with reservation of rooms. The sales

department works under this consideration.

Marketing department

The marketing department is concerned with promotional activities, which

includes

Above the line marketing

Below the lone marketing

24

Above the line marketing includes promotional campaigns in print and

electronic media.

Below the line marketing includes local campaigns including banners, bill-

boards and handouts.

Finance department

It is concerned with the financial recording, provision and payments. It

consists of a finance control controller, who is the supervisor of the

department. There is also a credit section for employees and customers.

Engineering department

It is concerned with the maintenance of the rooms, offices, floors and

lobby area. It ensures full time provision and maintenance of water, power

and light in all places.

Housekeeping

It is concerned with general cleanliness and hosting services to the

guests. It has a supply section which ensured provision of accessories and

valuables. Corporate level purchases are made from Karachi section, while

local level purchases include daily items.

HR Department

This department is concerned with recruitment, promotion, training of

Workers in the organization. There are 500 plus workers in the Hotel for

which the department have to keep a union of worker which works for

social security of the employees. It has three sections, which includes

personnel department, human resource management department and

human resource development department.

25

Food and beverages department

It is the main department in the hotel, which includes

Restaurants:

A sumptuous food is served at four outlets.

TAIPAN

Exclusively Chinese, it serves the best Cuisine in Town, and opens both for

Lunch and Dinner. In Taipan Restaurant, people can have buffet lunch

from 12:00 PM onwards where the finest Chinese buffet is served. In the

evening timings are from 7:30 PM to 11:00 PM. 

MARCOPOLO

It serves Pakistani and Continental Buffet Cuisine, and is open for

Breakfast, Lunch, and Dinner. Breakfast starts in Marcopolo in the early

hours of the morning serving lavish buffet breakfast. Lunch timing in

Marcopolo start from 12:00 PM to 3:00 PM.

BUKHARA:

Opens to the lilting sounds of the local Ghazal Singer, and is most famous

for its mouth watering Pakistani cuisine, including live Bar–B–Que. It opens

at 7:30 PM serving Bar-B-Que. Buffet layout starts from Chicken Tikka,

Seekh Kebab to endless number of Bar-B-Que delicacies.

FRONT PAGE:

The Front Page Cafe is royally famous for its very affordable and varied

spread of “Hi-Tea” delicacies in the evening and it open round the clock

for light snacks and refreshments.

26

IMMENSE SERVICES AND FACILITIES

Rooms

200 well appointed rooms include Presidential, Deluxe and junior Suite.

Modern day facilities include direct dial local, National and International

Dialing, Cable TV, Heating and Air-conditioning. Electronic Safe with a self-

setting code, and Computer

controlled electronic door locks are

also installed for your security. The

attached bath boasts of a spacious

tub, shower and continuous Hot and

cold running water. Do not fret if you have forgotten your essentials, we

take care of your basic toiletteries.

Stepping on to the elevator and going into your room, you find a spacious

bed awaits you together with a cozy seating arrangement on one side of

the room. 

Not to mention the various options that are at your disposal to keep you

entertained and comfortable while in the room. We provide you with the

option of keeping you musically entertained 24 hours of the day by giving

you access to the music channel. Our 34 TV Channels keep you updated

on current news to the latest movies and programs. 

Other important room accessories include the electronic safe. To cater to

your off time eating urges we provide you with a beverage room mini bar

within the confines of your room. 

27

Luxury does not end here. Walk into

the bathroom and you will find it fit

for a King/Queen. A full range of

bathroom accessories are available

for your personal use. You also

have the added facility of taking

your calls in the bathroom as each bathroom is fitted with a telephone

unit.  Our services do not end here, Pearl-Continental Hotel, Rawalpindi

provides you with the facility of choosing from a range of deluxe rooms,

executive suites with its separate lounges and facilities unmatched by any

other hotel in Pakistan. Sumptuous

foods served at our four outlets

make it a memorable culinary

experience.

TAIPAN: Exclusively Chinese, it

serves the best Cuisine in Town,

and opens both for Lunch and Dinner. Seat yourself in our cozy Taipan

Restaurant where you can have buffet lunch from 12:00 PM onwards

where the finest Chinese buffet is served. In the evening enjoy the cuisine

of your choice from 7:30 PM to 11:00 PM. 

MARCOPOLO: Serves Pakistani and Continental Buffet Cuisine, and is

open for Breakfast, Lunch, and

Dinner. Breakfast starts in

Marcopolo in the early hours of

28

the morning serving lavish buffet breakfast along with Ala Carte service.

Lunch timing in Marcopolo start from 12:00 PM to 3:00 PM. Whether you

are a busy executive pressed for time or whether you want to enjoy your

meal, Marcopolo is an ideal Restaurant to do so.

BUKHARA: Opens to the lilting sounds of the local Ghazal Singer, and is

most famous for its mouth watering Pakistani cuisine, including live Bar–

B–Que. It opens at 7:30 PM serving you Bar-B-Que. Buffet layout starts

from Chicken Tikka, Seekh Kebab to endless number of Bar-B-Que

delicacies.

FRONT PAGE: The Front Page Cafe is royally famous for its very

affordable and varied spread of “Hi-Tea” delicacies in the evening and it

open round the clock for light snacks

and refreshments.

The guests have access to all kinds

of services and facilities so as to

make their stay, not only

comfortable, but also a memorable one.

Besides these the following services and facilities are available to our

guests:

Room Service

29

Server you in the warmth and comfort of your own room, and offer a

varied menu depending on the time of the day.

BANQUET FACILITIES

tastefully refurbished our Conference and Banquet facilities can cater

from small meetings, to Royal banquets of 650 to 1500 people, in our

Halls and the vast Eastern and Western lush green gardens.

Conference Facilities

The new Conference facilities have state of the art Audio visual aids, and

are complemented by available ISDN lines.

The Business Centre

The Business Centre will assist you

with all your correspondence, tele-

faxing and other executive needs.

The rooms are ably supported by a

state of the art Business center for

the modern day businessman, and can cater to all your electronic needs.

Features a Grand Ballroom measuring 155 ft. by 70 ft. and can

accommodate up to 1000 guests. An attached pre-function hallway

measures 117 ft. by 15 ft. The Banquet can also be divided into three

portions for smaller groups. 

The newly added Kohsar halls are available for smaller meeting

requirements. They cover a total area of 39 * 65 sq ft.

30

HEALTH AND CREATIONAL ACTIVITIES

The aesthetically built Health club includes Tennis, a temperature

controlled swimming pool, treadmills and steppers for aerobics, multi

machines for weight training, Sauna, Steam, Jacuzzi, and a soothing

massage. A snooker / pool table and Table tennis are also available.

Today the Health conscious

people look towards PCHR. Our

newly added Health Club offers

you light music in the back

ground and modern workout

machines. Like motorized Jogger,

Double Burner, Easy Glider, and Massage Static Cycling

Our Health Club Memberships are economical our monthly membership is

Rs. 3920.00, 3 Monthly Rs.

7177.00, 6 Monthly 10830.00,

and Yearly 16960.00 (inclusive all

taxes). 

Now you can swim at our modern

Swimming Pool at any time of the year as the Swimming Pool has a

controlled heating system. So dip into our swimming pool whenever you

feel like. We offer you an opportunity to play billiard near the pool or

suntan yourself.  Clay courts are also available where you can play tennis

by day or by night.

31

The Privilege Club

The world of Pearl-Continental Hotels welcomes you to the Privilege

Club. Your membership to the Privilege Club entitles you to a host of

exclusive privileges. When visiting the Pearl Continental Hotel restaurants

in Karachi, Lahore, Peshawar, Rawalpindi, and Bhurban. Renowned for

unparalleled quality of cuisine attentive service and authentic design

surroundings, your dining experience in any one of the restaurants when

using your Privilege Club Card is guaranteed to be unique and

memorable.

OTHER FACILITIES

Laundry/Dry-cleaning

The best service in town offers same day delivery

Barber Shop / Beauty Salon

Trained personnel take care of your tresses, and trim and shape them to

make you look good.

Pearl Tours

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

round the clock.

Trans Air

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

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Florist

From floral settings to bouquet’s available in the lobby all day.

Shopping

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

provides all.

Bakers Boutique

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

consumption

Banking

Habib Bank Ltd. Operates within the premises, and can take care of all

your banking needs.

Credit Cards

All major Credit cards are accepted round the clock.

OPERATIONS MANAGEMENT

Food and Beverage

Right Price

Right Time

Right Quality

Right Quantity

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Hierarchy

Director

F & B Manager (Vacant)

Assistant Manager

Banquette Sale Manager Banquette Manager

Assistant manager Assistant manager

Executive

Coordinator

F & B Secretary

Divisions

1) Banquettes

a. Exhibitions

b. Weddings

c. Cafeteria

d. Meetings

e. Funfairs

f. Conferences

2) Restaurants

a. Taipan

b. Bukhara

c. Marcopolo

3) Room Service

4) Bakers Boutique

5) Permit Room

6) Catering

34

7) Kitchen

8) Stewarding

9) Airline Catering (Aero Asia, Shaheen)

Documents

1) Function Sheet

a. Banquettes

b. Kitchen

c. Stewarding

d. House Keeping(Clothes, Flowers, Laundry)

e. Accounts

f. Credit(Bill to company)

g. Rooms(

2) Reservation Slip

a. Date

b. Time

c. Availability

d. Menus and Rates

e. Arrangements

f. Guarantee no. 03days

g. Full payments

A. Staff (Internal scheduling, staff posting)

B. Engineering (Audio, visuals)

35

36

CHAPTER 3

37

MARKETING

THE MARKETING PROCESS

The marketing process influences the organization marketing strategy.

There are four steps in the marketing process

Analyzing Marketing Opportunities

Selecting Target Market

Developing the Marketing mix

Managing the market effort

Analyzing Marketing Opportunities

Pearl Continental management is least proactive to grab the potential

opportunities of market. This is the area in which the management needs

a proactive approach instead of reactive approach. This analysis is very

necessary for providing enhanced and excelled services to their

customers in the increasing competition.

Selecting Target Markets

Pearl Continental defines the total market for a particular service as its

target market. When hotel select its target market for food and beverage,

the whole market like children, young, old are involved in it. P.C also

targets the corporate clients of multinational organization like, PIA, Nestle,

Service Industries, Packages, ICI, Kohinoor Group etc.

38

Developing the Marketing Mix

Pearl Continental developed a very traditional marketing mix strategy for

its hotel. The need for using the term Average Marketing Mix arisen

because Promotion and Price are two main factors where they are using

traditional plans to cope in increasing competition with compromised

services.

Managing the marketing Efforts

Pearl Continental works according to all these activities. This hotel first

develops overall strategic plans, then through implementation, the hotel

turns the strategic and marketing plans into actions that will achieve the

hotel objectives. The target audience who work inside or outside the hotel

implements these plans.

It would not be wrong to say that the management perhaps is unaware

with untraditional metrics of service excellence measurements and

excelled services introduced by the new entrants to meet the customers

demand in unusual way.

Marketing Environment

Pearl Continental has a very strong competing marketing environment. It

has been adopting very effective policies & rules in order to achieve a

dignity and an identity in the hotel industry. In each organization, the

marketing environment is of two types’ micro & microenvironment.

39

Micro Environment

Macro environment evolve the forces outside the organization which may

affect the organization by its direct and indirect impression. We have not

discussed the all forces being covered by macro environment. However,

the most impacting forces are discussed hereby to elaborate their

intensity to PC-PINDI

Marketing Intermediaries

The business of Pearl Continental depends on the different type of

marketing intermediaries. The major business of this hotel depends on the

marketing service agencies. Marketing services agencies help the hotel to

convey the message to the target Customers. The advertising agencies

and media firms help the hotel to convey the message about promotional

strategies to the end users.

I.e. City-42 barter coverage, Dawn publications for major events, Bank

Alfalah brand image Promotional campaign.

Customers

Every organization needs to study its customer market closely. There are

five types of customer market in any organization. However PC

management is much focused to these two groups:

Customer Market

Business Market

Customer markets consist of individuals and households that avail

services and buy goods for their personal use.

40

Business markets avail services for further processing. The business of

every organization depends on the customers.

Competitors

Every organization must provide greater customer value and satisfaction

than its competitor. This concept is true in Pearl Continental hotel. The

hotel always gives good importance to customer value and satisfaction in

all the departments. The management adopts different strategies

according to the needs of the target Customers. The hotel provides best

services than its competitor.

However, the management seems to be very traditional in competition

with competitors and being unaware of the importance of un-traditional

service excellence metrics and therefore, losing a considerable potential

business.

THE ORGANIZATION'S MACRO ENVIRONMENT

Macro environment evolve the forces outside the organization which may

affect the organization by its direct and indirect impression. We have not

discussed the all forces being covered by macro environment. However,

the most impacting forces are discussed hereby to elaborate their

intensity to PC-PINDI.

41

Demographic Environment

Pearl Continental has a strong demographic environment. The hotel

provides different services according to its demographic features. Hotel

offers special packages according to different demographic factors. There

are special packages for children, for women & for business people etc.

Economic Environment

The management of Pearl Continental is trying to achieve strong

economic environment in their hotel. They make different efforts, so that

Customer effect and avail their services. The hotel provides services with

respect to the different income level of the people so that all the people

can avail the services of this hotel.

Technological Environment

This environment force creates new technologies, creating new services

and market opportunities. The management of Pearl Continental is found

unaware as long as the service innovation concerned through

technological advancement adoption particularly for the service metrics

for guests in the hotel. Micros and Fidelio are two POS & PMS systems

which have got world wise 75,000 installations till now. Avari hotel have

got this system almost 11-12 years back which extended facilitation

services I.e. Quick billing in busy outlets which saves customers time and

Objective business analysis which serve the details of individual clients for

a particular time period with all the spending made to PCH-PINDI in terms

of revenue etc. PCHR introduced this system one year back with ongoing

42

process of complete installation which shall be completed by the end of

year 2011.

Marketing Plan and Implementation

PCHR marketing plan is structured to enable to achieve the strategic goals

they have set for themselves, in terms of making strategies to increasing

overall revenue as a result of differentiating their products and services

from the competition. Their marketing team ensures that the plan is

implemented to the best of their ability and with the highest levels of

efficiency and accuracy.

KEYS TO SUCCESS

• Continue to develop ongoing relationships with frequent and new

guests.

• Continue to develop and implement a strong communications plan in

both national and international markets.

• Leverage our strength in the local market as a member of the

community by supporting local events.

• Continue ongoing staff training and skill development to ensure the

highest standards of service.

WHAT IS SWOT ANALYSIS?

A scan of the internal and external environment is an important part of

the strategic planning process. Environmental factors internal to the firm

43

usually can be classified as strengths (S) or weaknesses (W), and those

external to the firm can be classified as opportunities (O) or threats (T).

Such an analysis of the strategic environment is referred to as a SWOT

analysis.

The SWOT analysis provides information that is helpful in matching the

Company resources and capabilities to the competitive environment in

which it operates. As such, it is instrumental in strategy formulation and

selection.

SWOT ANALYSIS

Strengths:

The only 5 star hotels in the city.

Islamabad international Airport at 10 minutes drive only.

Close to Defense/GHQ

Largest hotel chain in Pakistan.

New large space for parking

Transport services

Newly renovated rooms on Executive/business Floor.

Personal safe deposit electronic lockers & Electronic keys in each

room

24 hrs full service business center temperature controlled swimming

pool open round the year

Two huge lawns for events functions and exhibitions.

Restaurants with different cuisines

44

Bank available at the property

New shopping arcade

Tennis Court in the premises.

Service/snacks, Hi-Tea available at CIP, executive/VIP lounges at the

Airport

Newly renovated Banquet Halls (which can be split up to 07 halls )

DSL connections available in the hotel

Video Conferencing facilities available in the hotel

Auto call charging facility available

Weaknesses

Distance from the capital city.

Pillars in the meeting halls

Limited recreational facilities

No bar for the foreign clients

Faculty plumbing system

Lack of International brand name

Airport Counter is not presentable as it should be

Online reservation system available but not being utilized

Very small and unequipped gymnasium

Airport shuttle service should be available round the clock.

Old styled rooms, restaurants need renovation.

Not highly trained staff.

Opportunities:

45

Capturing more and more business from Islamabad

To tap group segment going up north at competitive rates

Bhurban resort to be included in conference packages for lunches or

day trip

Excursion trips for groups can be arranged to Islamabad and its

surroundings

Addition of cyber café and a bar can increase the revenue

Because of lawn facilities can tap all the medical conferences and

the exhibition that involve stalls display

Can earn more revenue by conducting events and festivals utilizing

our lawns

Earn more revenues by floating different packages and deals in

restaurants

Can earn more revenue and attraction by setting an extension of

bakers, boutique in western lawn offering various cuisines in open

air in huts style

Central database connectivity among sister concerns

Provision of computer systems, Internet and Fax facilities in rooms

(under process)

Threats:

Business traveler inflow towards Islamabad

Government offices /Diplomatic sector located in Islamabad

Proposed Sheraton Hotel and five new five star hotels in Islamabad

46

Best Western Hotel/Holiday Inn with lower room rates and good

rooms

New Companies also prefer Islamabad as a capital city

Blue lagoon AWT Banquet facilities just across the road with

additional new banquet halls at half our price with no sales tax are a

real threat to F&B Revenue

Guesthouses with good facilities and lower room rates are also

increasing in the twin cities.

Higher tax rates

Re-imposed wedding ordinance a threat F&B revenue

Crown Plaza in no operation with 60 rooms and good facilities

De Mall Hotel with 60-80 rooms just near PCHR’s property.

SWOT / TOWS MATRIX

StrengthsWeakness

es

Opportunit

ies

S-O

strategies

W-O

strategies

Threats

S-T

strategies

W-T

strategies

47

S-O strategies pursue opportunities that are a good fit to the

company's strengths.

W-O strategies overcome weaknesses to pursue opportunities.

S-T strategies identify ways that the firm can use its strengths to

reduce its vulnerability to external threats.

W-T strategies establish a defensive plan to prevent the firm's

weaknesses from making it highly susceptible to external threats.

The aim of any SWOT analysis is to identify the key internal and external

factors that are important to achieving the objective. These come from

within the company's unique value chain. SWOT analysis groups key

pieces of information into two main categories:

Internal factors – The strengths and weaknesses internal

to the organization. - Use a PRIMO-F analysis to help identify

factors

External factors – The opportunities and threats

presented by the external environment to the organization. -

Use a PEST or PESTLE analysis to help identify factors

The internal factors may be viewed as strengths or weaknesses depending

upon their impact on the organization's objectives. What may represent

strengths with respect to one objective may be weaknesses for another

objective. The factors may include all of the 4P’s; as well as personnel,

finance, manufacturing capabilities, and so on. The external factors may

include macroeconomic matters, technological change, legislation, and

48

socio-cultural changes, as well as changes in the marketplace or

competitive position. The results are often presented in the form of a

matrix.

SWOT analysis is just one method of categorization and has its own

weaknesses. For example, it may tend to persuade companies to compile

lists rather than think about what is actually important in achieving

objectives. It also presents the resulting lists uncritically and without clear

prioritization so that, for example, weak opportunities may appear to

balance strong threats.

THE MARKETING INFORMATION SYSTEM

In any organization the marketing information system is very necessary.

The Pearl Continental has a strong marketing information system (MIS) in

the hotel. There is a continuous information flow in the hotel.

Developing Information

In the Pearl Continental information is needed by marketing managers can

be obtained from

Internal Company records

Market intelligence

Marketing research

49

Internal Records

Marketing managers of Pearl Continental use internal records and reports

regularly especially for making day to day planning implementation and

control decisions. In this hotel accounting department prepares financial

statements and keeps detailed records of sales, costs and cash flows. The

marketing department maintains a database of customer demographics,

Psychographics, and buying behavior. The customer services department

of the hotel provides information on customer satisfaction or service

problems. The Pearl Continental has a better internal record system in the

hotel.

Marketing Intelligence

Pearl Continental has a complete marketing intelligence system in the

hotel. Each department organize day-to-day meeting in their department.

In this meeting all problems and happenings regarding previous day was

discussed. Marketing department organize its own separate meeting in

the department. Marketing managers prepare and advise day-to-day

marketing plans in this meeting.

Marketing Research

Marketing research is the function that links the market to Customers and

the public through information. It is used to identify and define marketing

opportunities and problems, to generate, refine, and evaluate marketing

actions, to monitor marketing performance and to improve understanding

50

of the marketing process. Pearl Continental conducts marketing research

inside the hotel.

Exploring New Opportunities

PCH-R 65% revenue generation is from its Room’s business and 35% is

from F&B section. So considering room’s as low cost investment. The

current management had shifted their due concern to expand the Pearl

Floor as an expansion of 59 rooms to give a boost to room revenue. To

attract the food lovers exploration and foreign clients with in-house

staying comfort of desired range of their local foods.

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CHAPTER 4

INTERNSHIP REPORT

OBJECTIVES OF INTERNSHIP

The main objective of internship is to develop good work habits. It is a

good practice to progress and learn activities in relevant filed that one

wants to join after studies like I wanted to join marketing field and my

objective was to learn marketing activities of the organizations. Another

main objective was to apply sales & marketing concepts in practical field.

52

Through internship one can gain personal experience and it strengthens

communication skills. One can acquire good work habits and can gain an

awareness of the community’s vast resources and the world of work.

Internship gives opportunity to observe and participate in a professional

work situation which represents an area of career interest to work toward

specific achievable goals and to have an opportunity to develop basic

skills. After internship students can develop an understanding of the

organization, its mission, objectives and management philosophy.

SIGNICANCE OF KNOWLEDGE:

In my point of view internship is very helpful for each and every student.

Due to this he can increase his self-esteem which will help him for his

personal growth. From internship he can acquire new skills and

knowledge, which will help him for meeting the challenges in his practical

life. It provides a better opportunity for understanding of the relationship

between schools based learning and the work experience. In other words

internship provides a place to the student where he can implement the

learned knowledge. From internship he will learn the basic rules and

regulations followed by a specified field of work.

The internship represents a description of learning goals, specific

strategies for achieving those goals and methods for documenting their

accomplishment. In return for an opportunity to learn at a site, you carry

out agreed upon activities and projects. You are negotiating what you

53

want to learn, what the supervisor needs done and what your faculty

sponsor wants you to demonstrate you have learned.

DEFININING INTERNSHIP

An internship in eleventh grade is a unique aspect of education that

integrates study with planned and supervised career-related work

experience. Students are involved as non-paid “authentic employees”

receiving academic credit for work experiences. The purpose of the

program is to develop and strengthen the student’s educational and

career preparation. An internship will expose the student to the

interpersonal relationships a job requires, both with co-workers and

supervisors that are essential in obtaining a successful, satisfying career.

An internship is any experience where students learn by taking on

responsible roles as workers in organizations and observing and reflecting

on what happens while they are in the workplace.

JOB TITLE

Internee in the sales and marketing department

JOB SPECIFICATION

In marketing department you must have, Excellent Communication Skills,

Interpersonal skills, must possess a master’s degree, with stress

management and time management skills.

54

JOB DESCRIPTION

You have to directly report to director of sales, handling of different

reports on daily basis, weekly basis, and monthly basis. Your coordination

with other department needs to be very strong. Office management and

event management are also very important. Answering incoming calls and

taking reservations based on information that you must memorize prior to

a start date .Entering data into reservations system Follow up on

customer leads DAILY and convert to sales being flexible. Maintain social

sites of hotel and answering quarries.

MY DUTIES & RESPONSIBILITIES

IN MARKETING & SALES DEPARRTMENT

Room Sales

Banquet Sales

Public Relations

Marketing of new programs and projects

Conducting Events and marketing (concerts, cultural events etc)

Privilege card Responsibilities

55

EXPERIENCE LEARNED

As internship is practical training so it gives a lot of knowledge of practical

life. It is the best way to know the environment inside the Sales &

Marketing Department which we have to face in the practical life.

Internship gives exposure to the world by meeting and dealing with the

different kind of people every day which have given boost to our

confidence and experience.

So first of all when you enter into an organization for internship or for job

most important thing is your communications skills. So the thing that

helped me and boosted my confidence was communication skills. As we

have studied Business communication skills and Presentation during the

MBA, it gave me the confidence to speak out my mind in front of many

people.

Internship goals or objectives usually describe what you intend to learn

through your internship. Be specific.

Are you looking to improve or develop selling skills, expand

knowledge of a specific field, apply or test a particular body of

knowledge?

Are you interested in testing a career interest and your own

suitability for that career or trying to decide what you want to major

in and/or clarify the direction of your remaining University years?

56

Are you interested in learning how a particular Department,

organization or industry works

The marketing courses like Fundamentals of marketing, Personal Selling,

Brand Management, Marketing Research and Advertising and Promotion

help me to understand the Sales & Marketing operations. Basic knowledge

of marketing gives effective way to deal with the Sales & Marketing

operations of the organization. In marketing we were told about the

importance of the customers, during my internship I observed that I have

seen how the staff members deal with the customers. They were very

polite and soft manner and helping the customers in their problems and

solving their problems on priority basis.

SKILLS LEARNED

I have learned many skills like revenue management, potential market

share, penetration in the market, segmentation, and so on. During my

period I gained a good professional writing skill knowledge how to respond

to different queries and polished my Interpersonal skills. I think this job

help me a lot in making my conversation skill better. Then I didn’t have

the any working experience before, so it helps me very much to

encourage me for future jobs. At front desk I observed and learned how to

check- in and check-out our customers.

By sitting on the reservation desk one had to know that how many rooms

are reserved, how many rooms are covered, and about empty rooms. And

also banquets halls. Then how to reply after making reservations by fax,

57

by phone call, or by e-mail, and if someone cancels the reservation how to

cancel it and then put the hard copy in the specific date file.

The skills which are used were marketing skills, personal selling skill, and

the basic conversation skills.

BASIC LEARNINGS

POSITIVE LEARNINGS

That is for sure that positive learning’s are more than negative learning

because internship is an important part of the MBA, it has includes many

learning’s including these.

Skill enhanced:

I have learned books for my 16 years of education but never did a job, so

this internship has given me the chance to talk and work with different

types of peoples. Reading books can never be enough for us all because

we have to learn practical implication of these because without is just like

the fish in the pool.

Confidence gained:

This is one of the important learning of the internship because in class

room we didn’t learn how to talk and conversation with the customers

directly and its surely new experience dealing with them. so the internship

has given us the chance to do that.

58

Technical skills:

While doing internship one thing you surely will be aware of after that is

technical skills because the phone exchanges. File works, managing

record, going in different departments for works and meeting that give

you much.

SKILLS USED AT WORK

Following are the skills which I have used for the better performance of

my job, hard work, and commitment to work, punctuality, and strong

follow up.

INTERPERSONAL COMMUNICATIONS SKILLS

It was another challenge to my job because I dun have the working

experience before so interpersonal communication skills was needed and

which comes with a time. How to speak with collogues, how to speak with

boss, and how to speak with customers these all needs to be learned

here.

TIME MANAGEMENT

I have learned how to manage time during a specific task assigned by my

supervisor at workplace, as that was my first practical experience in

practical field.

MULTI-TASKING

59

For an internee sometimes it is hard to manage as there can be more than

one boss for him/her who can assign multiple tasks at a time.

EXACT WORK THAT I DID

ROOM SALES

I have gained experience at front desk for room sales. Room sales to sell a

particular area for approximately for 24 hours, but it varies from guest to

guest some of the guest stay only for four to five hours, and some stay

more than 20 hours, but if someone wants to stay more than 24 hours he

have to pay extra charges for that.

PRIVILEGE CARD

Entertaining privilege card members existing and new, telling them the

new benefits and making reservations collection annual fees making

vouchers

LETTERS AND FAXES:

Whenever different companies makes request for the accommodation

facilities we use to send them different kinds of letter.

QUOTATION LETTERS:

In quotation letter we use to send them different rates for whatever they

have requested for, in terms of room, in terms of banquet facilities, but we

neither reserve any space nor confirm them that we have reserve space

60

for you. It's clearly mentioned in the quotation letter that it is just a

quotation letter we have not block any space for you.

OFFER LETTERS:

In Offer letter we mention that we have tentatively block space for a

curtain period like for two to three days, if customer confirms in this time

then we will hold that reservation, otherwise we cancel that reservation. In

this letter we also give rates to that specific company.

REVISED OFFER LETTER:

If something changes in the rates in early stage of the deal, we use to

send them a revised offer letter

CONFIRMATION LETTER:

When a company confirms a reservation with in a period of Cut Off date

(period mentioned for the Confirmation), then we use to send them a

confirmation letter. In this letter it is clearly mentioned that if this

reservation is cancelled then your company is liable to pay cancellation

charges of the specific reservation.

REVISED CONFIRMATION LETTER:

If any things changes in the number of requirement from the customer,

then we use to send them a revised confirmation letter. It is a kind of

complete contract where both parties

61

REGRET LETTER

When we do not have availability to entertain guest requests we used to

write regret letter to guests.

MAINTAINING SALES AND MARKETING DATA

Record and maintain all transaction and account related to the customer.

Every entry recorded separately in customer account including Sales,

Receipts, Products detail and other adjustments. Microsoft Excel and other

Software are very helpful for recording all data of the customer.

CLIENT RECONCILIATION:

Client reconciliation means that after maintaining and recording all data of

the customer match and reconciles with Customer’s record and made any

adjustments if required in the opera System.

REPORTING TO DIRECTOR MARKEITNG AND SALES:

Assigned by my supervisor Providing Data to CEO on Semi-annually &

Annually basis related to Company Presentation. This presentation

represents the sales condition, company current situation, analysis with

previous four or five years. CEO and other Directors (Shareholder) take

decision for next year on behalf of this report on AJM meeting.

Main points included in this presentation are as follows:

Total marketing Targets & Achieved Target

Analysis With Previous Years

Products Analysis (Quantity Based, Rate Based)

62

Products Analysis with Required Target

Products Percentage Wise (More or Less)

Top 15 Companies Show (Major Clients with Us)

QUALITY COORDINATOR

I also worked as a Quality Coordinator. Total Quality Management (TQM)

means that all the steps, all the working should be done on Quality

Process Basis.

I joined Sales & Marketing as an internee and worked and learned a lot in

a short time period of 3 months. So in this department I performed all the

duties as specified by my Director of Sales & Catering Sales Manager. I

prepared Offer letter for weddings, meetings, Conference, and for National

days of different diplomatic Clients in Sales Department along with Sales

Managers. I also prepared the Banquet event order, which gave help to

operation people to work on things as finalize with the clients. We used

three types of event order namely; Sheet, Memo, and Amendments.

These all are made and get signed from Director Sales, Catering Sales

Managers and distribute them to Banquet Operations, Finance, and Chef

for the proper requirement of the guest.

Following were the duties performed in the Sales & Marketing

Department:

“What’s on Today” was read in order to get the idea of previous

and present day occupancy, before the internal departments

meeting

Sheets distribution of the events

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Confirmation and Offer letters to be made for the wedding events

Checking the bookings, entering the events, blocking events, Profile

management

Meetings were attended with the managers along with the

Clients/Ambassadors regarding the events

Marriages and Room Reservations to be made in the best possible

manners

Different ways to attract and retain the customers by providing

them best options, inviting important clients on lunch.

DUTIES AND RESPONSIBILITIES IN BANQUET

OPERATIONS

Following were the duties performed in the Banquet Operations:

Tackling of alarming situations, when guests becoming demanding

and start changing the settings at the last moments

Checking out different possibilities and deciding what is relevant

according to the situation

Supervising and giving different ideas to provide the best ways in

order to satisfy the guests, clients along with maximizing the

revenue

BEO meeting were to be attended, where events were discussed

and if any queries they were made cleared

Managing different occasions and making them ready 1 hour before

the starting time with the help of banquet team

64

Connecting, committing and retaining the guests because they are

never complaining they are demanding

Adding new ideas and attractive ways in to the previous procedures

and methods to make the best out of every possible option.

BIGGEST CHALLENGES

ADJUCTING IN NEW PLACE

Initially at first placement it's hard for every student and person to adjust

him/herself in new environment with new people at working place. It

happened to me as well as at first place I didn’t know how to bring my

knowledge into practical field but with the help of my supervisors and

amicable behavior of team in marketing department it became easy for

me to get along with things.

FIRST PLACEMENT IN PRACTICAL FIELD

Bringing knowledge that one gains during business studies into practical

things at work place is difficult part for anyone. That was my placement as

an internee in hotel management industry, but later on I mingled up with

things very easily.

AMOUNT OF INFORMATION

The top challenge that was reported was about the amount of details and

new information that a new internee must know almost from day one at

his/her job. I was overwhelmed by the amount of information that I

65

needed to know in order to be effective. Information seemed to be the

theme of this challenge and it included such challenges as having to know

all of the information immediately, lack of training, and knowing whom to

contact and when.

MEMORIZING INFORMATION

It was hard for me to memorize information about a big organization like

Pearl continental and Hashoo group when I was told about it by my

marketing supervisor. I.e. the whole structure including management

hierarchy, history of organization, number of rooms and types, customers

types, banquet halls and purposes of each.

ANSWERING QURRIES

After a lecture by my marketing supervisor at PC on privilege card and

other type of inquiries that potential and existing customers do I was

assigned the duty of handling them. I found it difficult at start convincing

people over it.

RESERVATION SOFTWARE

Hotel has its own reservation software where they add reservation details

and links it to reception and finance department and other relevant

departments. I was unaware of it and faced difficulties learning it but after

some time I got well along with it.

66

INTERNSHIP ADVANTAGES IN PRATICAL LIFE

As internship is practical training so it gives a lot of knowledge of practical

life. It is the best way to know the environment inside the Sales &

Marketing Department which we have to face in the practical life.

Internship gives exposure to the world by meeting and dealing with the

different kind of people every day which have given boost to our

confidence and experience.

So first of all when you enter into an organization for internship or for job

most important thing is your communications skills. So the thing that

helped me and boosted my confidence was communication skills. As we

have studied Business communication skills and Presentation during the

MBA, it gave me the confidence to speak out my mind in front of many

people.

Internship goals or objectives usually describe what you intend to learn

through your internship. Be specific.

Are you looking to improve or develop selling skills, expand

knowledge of a specific field, apply or test a particular body of

knowledge?

Are you interested in testing a career interest and your own

suitability for that career or trying to decide what you want to major

in and/or clarify the direction of your remaining University years?

Are you interested in learning how a particular Department,

organization or industry works

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The marketing courses like Fundamentals of marketing, Personal Selling,

Brand Management, Marketing Research and Advertising and Promotion

help me to understand the Sales & Marketing operations. Basic knowledge

of marketing gives effective way to deal with the Sales & Marketing

operations of the organization. In marketing we were told about the

importance of the customers, during my internship I observed that I have

seen how the staff members deal with the customers. They were very

polite and soft spoken and helping the customers in their problems and

solving their problems on priority basis.

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CHAPTER 5

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CONCLUSION AND RECOMMENDATIONS

CONCLUSION

While concluding my report I would like to say that an internship normally

covers one academic semester and may be either paid or unpaid.

Participating employers may or may not perceive internships as a

recruiting program. Paid or unpaid, internship experience and credit on

the transcript and resume can help the student compete for career

positions.

I did my internship at PCHR Hotel, working in Sales & Marketing

Department. My internship goals included completing the projects

assigned to me, learning about PCHR Hotel as a company, and also

developing positive relationships with my team members. Some of my

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activities as a student intern included attending staff and division

meetings, coordinating and attending project planning meetings, working

on my giving tasks, performing full concentration on my tasks, and

analyzing results from the projects. I was able to complete the main

project assigned to me along with my team members and present the

results to my manager. I learned a lot from my internship as well as this

time period, such as multi tasking several different tasks at work, how to

plan and coordinate a task from the beginning to the end, and also how

the company functioned on many levels.

So an internship is an opportunity to gain real-life experience during the

work of an employee in your career area of interest. Ideally this

experience allows a student to try out many aspects of the job and to

apply skills learned in the classroom environment. It provides many

advantages to student that helps him throughout his life. Some are as

follows;

Translate classroom knowledge into the professional work

environment

Gain professional experience and receive academic credit

Sample various careers before making a long-term commitment

Enhance independence, responsibility, self-confidence, and other

job skills

Interact and collaborate with a developed professional network,

and learn from a seasoned professional in your field of interest

Gathering job information data is a tedious and time consuming

activity which requires lot of information from internal interfaces

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Knowledge of flowcharting software, which can easily reduce the

process mapping

Good communication and convincing skills to carry out the

analysis

Planning before carrying out the activities.

Are we ready to face the new challenges ahead keeping in view

current issues?

RECOMMENDATIONS FOR MARKETING DEPARTMENT

How management of PCHR can improve their system

The management should give an ample consideration to the service

related metrics in order to compete with the new entrants.

There should be flexible and employees motivated work

environment be established particularly for the front of the house

staff to achieve highest standard of the services in offers.

The electrical and security system should be improved according to

new challenges.

The health club services should be improved as qualified trainers

should be deputed.

The sales team should be improved in number and quality to cover

all corporate customers not only from Rawalpindi but from all over

the Pakistan.

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All the travel agents working outside Pakistan for PC should be

entertained on distinguished terms to attain maximum business

from foreign markets, and also to promote PCs as brand symbol.

Company policies regarding service metrics shall be clearly defined

and proactively planned which result in efficient management and

progress over the night.

Pearl continental Rawalpindi should install reservation software for

regional sales office to initiate quick response from customers

approaching outside the City.

The pearl continental should install software for banquet reservation

to share the details online of conference, corporate events with the

international and national clients.

The management should take steps to control the lobby and events

traffic causing extreme disturbance at night’s events for sleeping

guests.

The management should specifically buildup a foreigner

accommodation zone build with the aim of customized service

required by the foreign clients.

The Pearl Continental Hotel organization doesn't maintain and

encourages performance excellence in form of monetary terms.

There is a formal performance appraisal form for all employees, and

this is tied to a reward system. It is my view that there are severe

problems with the performance appraisal from in that it is very

subjective in nature. Because of the subjectivity the system can

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lead to gross errors, and since this is linked to reward system, the

error is not only perpetuated but exaggerated.

SUGGESTION FOR OTHER INTERNEES

Internee should be involve in more and more practical work

Sales Calls should be more & more by an internee

Internee should have a chance to attend meetings with clients

It's very good to work with a team of professional, internship

period should be extended

Senior Manager should give more & more learning to internee

Operations staff have a lower qualification in term of education

English level should be increased for operational staff

Should give proper learning to lower staff for the enhancement of

their work quality

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

work on it

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