Management Presentation Serena Islamabad

8/8/2019 Management Presentation Serena Islamabad

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Concept Creation Inc. 2007 Management Theories & Practices

PresentationOn

Organizational Analysis of| Serena Hotel Islamabad |

By

Concept Creation Inc.


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Presentation Layout

Introduction Serena Islamabad

Design of the Study Interviews

Internet Research Case Study Analysis/Relationship

Structural Analysis Organizational Chart Management Structure

Environmental Analysis Internal External SWOT Matrix


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Presentation Layout

Planning and Decision Making Tactical Plans Operational Plans

Planning For Future Growth Strategies Followed By Serena Islamabad

Control Strategies Financial Control Human Resource

Competitive Advantage Business Level Functional Level

Recommendations Structure Strategy Culture


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Design of Study

Conducted the Research Work in twosections: Interviews

Mr. Shahab Qureshi Human Resource Manager Serena Islamabad

Ms. Musalma Syeda Assistant Human Resource Manager Serena Islamabad

Internet Research HVS International

Case Analysis/Relationships


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GeneralManager

DirectorFinance

Director Foodand

Beverages

DirectorSales and

Marketing

ExecutiveAssistant

Manager

Director HRChief

Engineer

Front OfficeManager

ExecutiveHouse

Keeper

Accounts

Manager

Receiving

Manager

CostController

PurchaseManager

CreditManager

RevenueManager

F & B

ServiceKitchen

Sales and

PR Manager

Training

Manager

HumanResource

Manager

ChiefSecurity

Officer

AssistantChief

Engineer

Organizational Chart


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Management Structure

Levels of Management Divisional Heads

Functional Layer

Management Segmentation on the basis of FunctionsExecutive Assistant Manager

Front Office

House Keeping

Director Finance Credit

Cost Controlling

Purchasing

Revenue


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Management Structure

Director Food and Beverages

F & B Services

Kitchen

Director Sales and Marketing

Public Relations

Director Human Resource

Human Resource Development Personnel Management


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Environmental Analysis

SWOT Analysis provides information that ishelpful in matching the firms resources

and capabilities to the competitiveenvironment in which it operates.Environmental Scan

Internal Analysis External Analysis

Strengths Weaknesses Threats Opportunities


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Internal Analysis

Strengths

Hospitality Vs Service

Hospitality Oriented Human Resource

Adding Value Through Design Representing Cultural Aspect

Situational/Location Strength Situated at the Hub of governmental activities which favors

guests/customer inflow. Selling Peace of Mind

Guests requires feeling to be at Home being at SerenaIslamabad


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Internal Analysis

Weaknesses

Non-availability of trained Human Resourcedue to low salaries at supervisors andworkers level.

Unfavorable Employee Policies

Subunit Orientations


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External Analysis

Opportunities

Increased Number of Customer/Guests who arepaying for quality of service.

Service Differentiation Increased Tourism

Destination 2007

Technology Involvement in Hospitality Sector

CRM Factor Formation of Market Research Function

To enable the organization gain prospective market share.


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External Analysis

Threats

Loss of Skilled Professionals

Shifting of professionals to other service sectorsdue to higher salary packages.

Arrival of Three New Competitors

Political Instability

Unfavored governmental policies IF


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Planning and DecisionMaking

Developing Strategies

Tactical Plans Maintaining and

Increasing the MarketShare

Increasing the ServicePackage Segments

Taking Up The Average

Room Rate of the Hotel. Reducing Employee

Turnover


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Operational Plans

Maintaining & Increasing the Market Share

Sales and Marketing functions maps sellingstrategies and sales targets.

Increasing Service Package Segments

Food & Beverages, Sales & Marketing and FrontOffice at operational level propose theiroperational plans to Top Management forApproval.


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Operational Plans

Taking Up the Average Room Rate

Up selling techniques devised by Sales &Marketing and Front Office Function

Reducing Employee Turnover

Human Resource Development and PersonnelManagement devise Reward and IncentiveSystems for reducing turnover.


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Planning For Future

Ansoffs ProductMarket/GrowthMatrix suggests

Strategies on the basisof

New or ExistingProducts

New or ExistingMarkets


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Planning For Future

Market Penetration Strategy Maintaining and Increasing the current

Market Share

Planned 200 rooms and suites which are expectedto be completed within next two years.

Market Development Strategy Increasing Service Package Segments

Differentiated Service Package for New segmentsas Guests are willing to pay for the quality ofservices


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Control Strategies

Financial Control Measures

Average Room Rate for the current FY is set atRs. 15,500 +Tax.

Semiannual Audits are conducted by theAudit Function

Human Resource Control Measures

Setting of Time Office for managing employeeattendance

Semiannual Performance Appraisals by HRD


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Control Strategies

Customer/Guest Measure Customer acquisition in terms of new markets and

segments are set by the Sales and Marketing Divisionwith the consultation with Executive AssistantManager.

Customer Retention is being carried out byfacilitating the existing customer through differentsegment packages.

Innovation Measure Strategies like Deluxe Room Offerings, Executive

Suites and Holiday Packages are designed on theseasonal basis.


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Competitive Advantage


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RECOMMENDATIONS(Marriott Islamabad)

Structure

Less Involvement of EAM in decision makingand inclusion of another departmental headfor Rooms.

Decision making authority should bedelegated to the functional departments

It would encourage the employee participationand benefit generation of ideas for new servicesdevelopment


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Strategies

Business Level

Product/Service Development Through offering differentiated service package for its

customers

In return it would ultimately support their originalMarket Penetration Strategy.

Market Development This strategy should not only be confined to foreignguests but also to domestic corporate guests whichwould increase their brand equity.


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Strategies Functional Level

Front Office/Sales & Marketing

Customer/Guests Feedback mechanism should bedevised.

It can be done through integrated information whichwould serve as the database for the likes and dislikes offrequent/new guests

Sales & Marketing and IT An integrated Information System which integrates allthe departments and the chains all over Pakistan tofacilitate its customers and increase the clientele base forthe hotel.


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Culture

Marriott Hotel Islamabad attract and retainemployees with attractive Salaries and benefit

packages. As Non Availability of Workforce is an important industry

issue.

With the Arrival of a Seven Star Hotel and a Five Star, therewill be shortage of workforce.

More In-house Training programs should be initiatedin order to groom and equip the employees with themodern day hospitality service trends.


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Questions

Management Presentation Serena Islamabad

Documents

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