Main Project on Serena

8/13/2019 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.


18/36

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.


19/36

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.


22/36

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.


23/36


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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.


28/36

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.


29/36


30/36

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.


31/36

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.


32/36

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.


36/36

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

Main Project on Serena

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