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Transcript of serena
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SUBMITED TO: RESPECTED MAM.UZMA NAEEM
MANAGEMENT REPORT ON SERENA HOTEL
SUBMITED BY: ABRAR AHMED 160
SYED ANEES UL HASSAN 138
UMAIR RASHID 165
SADAF PARVEEN 116
NARJIS FATIMA 161
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DEDECATIONDEDECATION
We DEDECATE THIS We DEDECATE THIS ASSIGNMENT TO ASSIGNMENT TO
FAMILYFAMILY MEMBERSMEMBERS
WHO SUPPORTED US IN WAY OF
LIFE AND DID NOT LET US DOWN
&& Our Teacher MAM .UZMA Our Teacher MAM .UZMA NAEEMNAEEM
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Acknowledgements
We have the only pearl of eyes to admire the
blessing of the Compassionate and Omnipotent
because the words are bound, knowledge is limited
and time is short to express His dignity. All thanks
are due only to Almighty Allah, most
gracious, the most merciful, who gave us the
strength to do this job. Our special praise for Holy
Prophet Muhammad (Peace Be upon Him) who is,
for even humanity as a whole.
It is a matter of great honor and pleasure for us to
express our ineffable gratitude and profound
indebtedness to our venerable Teacher,
Maa’m UZMA NAEEM, we are much impressed of
her intellectual activities, inexhaustible energy to
steer forth the student. Her sympathetic and
sincerest attitude is highly qualified experience.
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Executive Summary
We selected SERENA HOTEL as a model for our assigned project. First step was to develop understanding of the structure, working methodology, design and implementation strategies that are developed and are in practice within hotel, for the same purpose we met and interviewed Director of Human Resources, MIS ZAHRA ZAHID SHAH During interview we gathered information and our emphasis was to deeply analyze their framework of planning, organizing, leading and controlling. We also developed understanding of their hierarchal structure, chain of command, information flow, Job responsibilities, appraisal, reward and award processes, implementation of local applicable laws and other external as well as internal factors and their impact on working ; Consequent challenges faced by management followed by measures taken by management to effectively and efficiently handle such situations.
Detailed interview questionnaire is also attached for reference purpose.
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TABLE OF CONTENTS Acknolowledgement
Executive summary
Mission statement/vision statement
Objective of studying the organization
Introduction of SERENA HOTEL
History
Management
Planning
Leading
Organizing
Controlling
Organizational structure Chart
Swot analysis
Analyzing the environment
Centralization/decentralization
Quality Management symbolic view
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Culture prevailing in the organization
Ethics
Decision making process
Social responsibility
Conclusion Questionnaires
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2.1Vision/Mission“Islamabad Serena hotel is positioned as Pakistan’s leading and most luxurious hotel. We offer the best value for money by providing the highest quality of services, products and comforts exceeding customer’s expectations. It plays an integral part in destination development and remains active in conservation and environment while promoting local culture and heritage.”
Objective of Studying the
Organization
We visited SERENA HOTEL with the aim to learn the management & operational technique of this organization. PC management provides us all the opportunities & encouraged us to achieve our objectives. They spelled out the strong points, management techniques and steps they are taking to further improve their standard.
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SERENA HOTEL
Little rain drops in a cloud can convert ordinary sunlight in breath taking colors of rainbow in the same way we have maneuvered this project in a comprehensive way which firstly seemed to me as understanding as an odysseys.
SERENA is one of the world famous five star
hotels all over the world.
Introduction
The Islamabad Serena Hotel stands at the foot of the Margalla Hills on fourteen acres of areas with beautiful gardens and near the Rawal Lake. The architecture and interiors of this fabulous hotel building are a mere reflection typical Pakistani cultural heritage depicting the skills and craftsmanship of talented artisans. Being state-of-the art building, the hotel beautifully combines traditional systems equipped with latest technologies.
The true spirit of the hotel is reflected in the aesthetics of the public areas, corridors, rooms and restaurants with special emphasis on trademarks of Islamic architecture. The hotel is a remarkable blend of architecture with elaborated and vivid designs where the artisans have really showed their magic on the ceilings, floors, walls and furniture’s.
The hotel is built on seven levels and the terraces reflect pavilions depicting the rich cultural heritage
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and traditions of Pakistan’s Northern valleys. On the ground floor, the Banquet Halls are designed to accommodate as many as five thousand guests with separate entrances whereas the main entrance of the lobby (located at the upper ground level), gives an easy access to hotels resident guests and patrons using the restaurants and other facilities.
HOTEL FACILITES
387 rooms including suites
Limousine Airport Transfer
Dawat. Fine-dining restaurant serving Pakistani cuisine with live music
Zamana Restaurant ( international buffets, theme nights)
Al-Maghreb Restaurant with Moroccan and Lebanese specialty cuisine
Rakaposhi, Café and Ice Cream Parlour with indoor & outdoor seating
Wild Rice, a multi-cuisine restaurant from South East Asian countries
Mediterranean Restaurant with classical French cuisine
Baradari is a seasonal outdoor barbeque restaurant
Lobby Lounge serves tea, coffee and light snacks
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Nazara Lounge, roof-top, barbeque specialty lounge
Complete Spa experience Health Club Swimming pool and sun-deck Full-service beauty salon and barber
shop Shopping Arcade Baby-sitting, additional beds/cots, children’s
meals Availability of day care facilities Conference/Events Centre 24-hour Business Centre Wi-Fi internet access HDTV with international channels 24-hour forex Room service, valet, laundry 24-hour doctor on duty
Power (240V with 3-pin square plugs/shaver sockets)
Special dietary needs available with advance notice.
BACKGROUNDThe Aga Khan Development Network (AKDN) is a group of development agencies with mandates that include the environment, health, education, architecture, culture, microfinance, rural development, disaster reduction, and the promotion of private-sector enterprise and the revitalization of historic cities. AKDN agencies conduct their programs without regard to faith, origin or gender.
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Tourism Development AKFED’s Tourism Promotion Services (TPS) seeks to develop tourism potential in selected areas in the developing world, particularly in under-served regions. It builds, rehabilitates and manages hotels and lodges that contribute to economic growth and the overall investment climate in an environmentally and culturally sensitive manner.
TPS often seeks to develop properties in less-traveled areas that require accommodation of an international standard - accommodation that supports tourism and business development - but which often are ignored by commercial hotel chains.
The Serena Hotel
THE SERENA HOTEL Islamabad is performing is constructed and is performing services from year 2002.
The Serena Hotel maintains a sanctuary for indigenous butterflies and also works actively with local residents on a program to protect sea turtle nesting sites. These measures have earned the
Serena hotels numerous environmental awards.
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MAIN DEPARTMENTS AND THEIR
FUNCTIONS
SERENA HOTEL is providing the customers with
excellent services segregate the duties and
responsibilities amongst the staff departments. The
individual persons doing jobs work together as a
team to provide the costumers/clients with exclusive
services. The SERENA people view their
guests/clients as their first priority they are provided
with an everlasting experience of specially. The
departmental staff struggles hard to maintain
nation’s most exciting Hotel experience. Collectively
they provide the client or the guest with such
services that the client re-discovers the simple
pleasures of life.
Broadly speaking the departments are as follow:
1) FRONT OFFICE DEPARTMENT:
MAIN FUNCTIONS:
Guiding the guests to their desired places.
Providing information to the guests and outsiders
about the hotel.
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Providing information pertaining to the booking of
rooms and halls for the guests and functions
respectively.
2)
HOUSE KEEPING DEPARTMENT & LAUNDRY
DEPARTMENT:
MAIN FUNCTIONS:
House keeping report, Receiving complains
Issuing supplies for guest rooms.
Classifying/sorting of guest garments and
house linen.
Handling of delicate garments.
Washing procedure of guest garments/linen.
Procedure of Extraction /Drying/Pressing.
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3) HR DEPARTMENT:
Related to the issues regarding to the management, training of employees and solving their problems.
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4) FINANCE DEPATMENT
Related to the financial and budgeting matters of the hotel.
5) FOOD AND BEVERAGES:
Deals in the preparation of food and beverages for hotel and for room services. And handles AL-MAGRIB, ZAMANA, and DAWAT AND RAKAPOSHI.
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Number of Employees
The total numbers of employees working in SERENA
hotel Rawalpindi are more than 678. Major portion of
employees are working in F&B (food and beverage)
department and house keeping department.
Because, as we know that hotel industry basically
deals with restaurants and rooms, so to make and
maintain their standards concerning these areas
(rooms and restaurants) employees are needed.
They are also needed to cook and serve food and to
maintain the services in halls, to maintain rooms &
services in rooms. 23 numbers of employees are
working in the Human Resource Department of them
5 are working in HR Office.
Product Lines
Product Line of SERENA HOTEL is as follow:
1. Rooms
2. Restaurants
3. Swimming Pool
4. Health Club
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5. Banquet Halls
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1.1.1 Corporate Culture
Innovation: Listening and two way interaction Participation Encouragement Motivation Enterprise Initiative
Growth and development for all: Competence and contribution as the only basis
for job security. Promotion from within Learning environment and opportunities Provision for world class education and training Aligning people with latest trends.
Trust: Cooperation, Support Teamwork, Empowerment Sense of ownership Integrity Dignity Respect Candidness
Recognition Reward: Achievement orientation Performance based evaluation Appreciation
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OrganizationOrganizations are an important part of our daily lives. By organization, we mean two or more persons engaged in a systematic effort to produce goods or services. Our lives are indirectly affected by organizations through the products we use. In SERENA they have divided there hotel in different departments. Which are controlled by heads of departments.so it shows the complete hierarchy from top to bottom.
Management:Management is the process of achieving organizational goals by engaging in the four major functions of planning, organizing, leading, and controlling. This definition recognizes that management is an ongoing activity, entails reaching important goals, and involves knowing how to perform the major functions of management.
Planning: Planning is the management function that involves setting goals and deciding how best to achieve them.In SERENA manager make plans at different levels according to the authority given to them.These plans are formulized according to the levels and authority
Organizing:
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Organizing is the management function that focuses on allocating and arranging human resources so that plans can be carried out successfully. Through the organizing function managers determine which tasks are to be done, how tasks can best be combined into specific jobs, and how jobs can be grouped into various units that make up the structure of the organization. Staffing jobs with individuals who can successfully
carry out plans is also part of the organizing function.
Leading: Leading is the management function that influencing others to engage in the work behaviors necessary to reach organizational goals. Leading includes communicating with others, helping to outline a vision of what can be accomplished, providing direction, and motivating organization members to put forth the substantial effort required.
Controlling: Controlling is the management function aimed at regulating organizational activities so that actual performance conforms to expected organizational standards and goals. To do the necessary regulating, managers need to monitor ongoing activities. ORGANITAZATION STRUCTURAL CHART
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DIRECTORS
ASST.DIRECTORS
MANAGERS
INCAHRGES
COORDINATORS
EMPLOYEES SWOT ANALYSIS
Strategic goals:
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Strategic goals are broadly defined targets or
future end results by top management. Such
goals typically address issues relating to the
organization as a whole .The goal of SERENA is
growth excellence built upon there heritage of
traditional hospitality the other goal is making to
position Pakistan in the for front of the
international Arena.
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Identifying Opportunities and
Threats
Strengths: are the resources and the advantage over competitors. In SERENA the strengths are there goodwill, as such no strong competitor in ISLAMABAD
of 5 star standard. strong relationship with customers, Locality, quality variety and quality of food. International standard services are provided.Weaknesses: are the negative situational factors and your competitor’s advantages over you. The weaknesses are Pricing strategies which targeted foe niche
segment. Opportunities - positive trends in the
external environmental. SERENA are expending there business
globally as well as within the country as they have opened there branch in Dubai also.
Threats - negative trends in the external environment. Security threats are at most extreme level Political instability is at high level in Pakistan
which is a big threat for business. New entrepreneurs entering the business
world.
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Analyzing the EnvironmentSuccessful strategies are aligned with the environment, both the specific and general environments to determine what trends and changes are occurring.In this many factors are analyzed like:
Cultural factors Culture is the set of basic values, perceptions wants and behaviors learned by a member of society from the family and other important institutions.
Technological factorsTechnolical factors are the innovations in the technologies. And In SERENA they have properly utilized this factor at all levels and in all operations regarding the hotel.
Political factorsPolitical factors as now days there is political instability so the business is in recession and less chances of profit maximization.
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Economic factorsEconomic factors include inflation, due to ecomic-ression the Hotel is suffering a lot they have to cut their costs as there in interview told we about they are cutting there costs in many ways as saving energy, logging of employees etc.
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Centralization/Decentralization
In SERENA now a days the management is both Decentralized and centralized as it leads to faster decision making at the lower levels, because most decisions do not have to be referred up the hierarchy Individuals at lower level may be closer to the problem and, therefore, in a better position to make good decisions. Finally, decentralization often leads to the establishment of relatively independent units, such as divisions, whose output is easier to measure than that of units in a functional design.
Quality
As SERENA is the member of THE LEADING HOTELS OF THE WORLD. it has to follow the rules and of that entity and has to maintain its standard according to the rules and regulation of THE LEADING HOTELS OF THE WORLD .In SERENA the management offers most in quality as all the foods are approved after quality checking and quality test and the quality standard is maintained for the goodwill as both expatriates as well as nationals choose at most SERENA for there stay.
SERENA a Symbolic View
The view that much of the an organization’s success or failure is due to external forces outside managers control is known as symbolic view and is followed by the SERENA management as managers are not
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solely responsible for the decision many other factors are also included in the success or failure so managers have only a limited effect on substantive organizational outcomes because of the large number of factors outside their control.
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Culture Prevailing In the SERENA
There are two cultures mostly prevailing any organization
Strong culture Weak culture
Strong culture is a culture where the rules and regulations are strictly followed and in which key values are intensely held and strongly shared where as in weak culture the rules and regulations are not strictly followed.
In SERENA strong culture is prevailing at all levels. They have well defined personnel management system which includes recruitment & selection, induction, staff evaluation, and retention. Whole process is very well documented and recorded due to which they enjoy good will and great reputation. They have very well defined staff retention plan as well which includes addition benefits and incentives to staff through different means which will be explained in separate heading below.
Competitors
Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. Geographically looking Rawalpindi and Islamabad are considered as twin cities and strong competitors
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include PC, Holiday Inn and Marriot International.
Despite of having competition in market SERENA has enjoyed great reputation and good will due to their performance and hospitality.
Ethics
Ethics are the Principles, values and beliefs that define what is right and wrong behavior,In SERENA when any employee is hired they are given a written document to be signed by the employee so in case of any unethical activity is being performed he is punished according to the rules of organization.
Decision Making Process
Decision is a choice making from two or more alternatives, according to management theory .In SERENA the decision making is done by all the levels of organization but it depends upon situation. Now days the major decisions are making by the corporate level because of increasing threats and changing day to day environmental situations. Hence the external factors are also playing a big role which compels the top level management to make the decisions accordingly.In the SERENA hotel the structured problems can be handled by the lower level management if they
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cannot handled then these problems are moved towards the middle level management.But now a days by observing the day to day increasing political problems and threats top level or corporate level is making the decisions by themselves because the these uncontrollable situations are converting the structured problems into unstructured
SOCIAL RESPONSIBILITYSERENA hotel not only by providing the better quality of food and residence to their customers in order to maximize the profit but also it is working for the betterment of society. Following is the list of some social events:
World No Tobacco Day World Environment Day
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Serena Celebrates National Tree Planting Day with CDA
Serena Launches the Disability Management Programmed
Islamabad Serena’s Initiative to Support the IDP’s
Islamabad Serena’s Initiative to Support the Thalassaemics
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Islamabad Serena Hotel organizes Annual Iftar - Dinner at SOS Village etc
Conclusion
It has been a great learning experience through which we analyzed strengths and weaknesses, internal and external factors effecting hotel’s working and challenges faced by management and their approach towards problem solving and leadership.
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We also noticed well defined and thorough procedures were available in hotel that leads to successful and timely provision of required services and job satisfaction. Staff recognition and reward process was very well supported by management. Strong systems were implemented under administration to safe guard hotel’s assets.
Different department with well defined responsibilities are set that is giving best possible services to customer and maximum satisfaction to guests.
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