The five-star international Islamabad Marriott Hotel is located at the foot steps of the famous Margalla Hills and is within close proximity to Rawal Lake, the town centre, President & Prime

Minister Houses, Ministry of Foreign Affairs, Senate, Parliament House, Foreign Missions, World Bank, Government Offices, corporate sector, Print and Electronic media offices etc. The Hotel is a favourite rendezvous of politicians, diplomats, businessmen and movers and shakers of the country. Owing to the perfect location of the hotel, it hardly takes half an hour to commute between the Hotel, the Islamabad International Airport and the places of interests.

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ACKNOWLEDGEMENTS

　

　

　

Internship program of minimum six weeks is a compulsory training for the students of MBA in Quaid-e-Azam University Islamabad. In this regard. I am grateful to my department and speciallyMr. Zafar Qureshi who provided me an opportunity to work with some reputable organization.

I am also thankful to Mr. Zafar Qureshi for his help and guidance in making my report according to the given criteria.

I am greatly obliged to Mr. Ali Hamdani (Public Relations Officer in PSL) for arranging the training in Sales and Marketing Department of Islamabad Marriott Hotel. Sincere thanks are due to Mr. Jacques Verduin (Genral Manager Islamabad Marriott Hotel), Mr. Shukat Sadduzai (Director Sales & Marketing), and to the entire sales department for their nice cooperation, guidence and extending every help in the completion of my internship.

　

　

　

Khubaib A tta MBA-4

(1999 – 2001)

　

　

　

　

　

　

　

　

　

PART: 1

INTRODUCTION TO ISLAMABAD MARRIOTT

Islamabad Marriott Hotel belongs to the international chain of I8, 000 Marriott hotels. The founder owner of this chain is Bill Marriott, an American Jew. In Pakistan Marriott has two branches one in Islamabad and the other in Karachi. The two branches are owned and operated by Hashwani's Group of HHL (Hashwani’s Hotel Limited) in Pakistan.

Marriott in Islamabad is enjoying monopoly being the only hotel to provide international standards of hoteling under the brand name “Marriott”. It provides the super luxury accommodation and service in the traditional warm spirit of Pakistani hospitality.

Marriott comprises of splendid rooms, Gourmet Restaurants, round the clock coffeehouse, the Patisserie, Conference and Banquet Halls, Business Center, shopping arcade, Health club and many other facilities. Rooms are distributed on 5 floors. The first and second floor comprises of standard floor and the third, fourth and fifth make the “Executive Club floor". There are 290 rooms in total. Suites are also available and are graded as Library suite. Deluxe suites, Executive suites, Royal suite and Presidential suite. The rates differ with the standard of luxury and comfort provided.

　

Food service provided through restaurants includes The Bassment, Nadia Coffee Shop and Dynasty (Chinese Restaurant). The food items at The Bassment include fast food, lunch and dinner. At Nadia Coffee Shop continental, Thai, Mexican and Italian food is served. This resturant provides 24-hour service. Typical Chinese taste is available at Dynasty. Buffet service is also provided for breakfast, lunch and dinner. The breadfast is available only at Nadia Coffee Shop.

Marriott has got excellent Conference Halls provided under the names Crystal Ball Room, Meeting room and Senator Room.

　 Salient features of Islamabad Marriott are:

　

290 Luxurious Guest Rooms

Situated at the footsteps of Margalla hills.

Executive Club, exclusively for business travelers.

Non-smoking rooms available on request.

All guest rooms and suites are air conditioned with attached bathroom hair dryer, colour television with bedside control, in-house movies music channel, mini bar, international direct dialing facility, voicemail & safe deposit box.

　

In-house television entertainment includes international satellite channels.

24 hour room service.

24 hour laundry and valet service.

Baby sitters and doctors on call.

Business Center (24 hours): Comprehensive secretarial services for today's Business traveler.

Swimming Pool (temperature controlled),

Health Club, Sauna, Steam Bath and Gymnasium.

Security: Smoke detectors and sprinkles,24 hour professional security patrol.

Round the clock Nadia Coffee Shop serves Buffet Breakfast, Lunch, Dinner and A’la carte.

Dynasty Chinese specialty restaurant serves lunch and dinner

The Bassment: Fast food lunch, dinner and music.

The Patisserie : Offering variety of confectionery delights.

Banquet and Conference Facilities : Crystal Ball Room , Kohinoor, Marquee, Marglla, Ambassador, Senator room and Conference Rooms.

Car hire and Travel desk.

XAVIER Men’s Saloon and Beauty Parlor.

In house banking facility.

Ice Machines on each floor.

Boutique , Handicrafts and Florist.

Free car parking and valet parking.

Marriott’s primary business concern is the room reservation, suite reservation, and conference halls reservations. The other activities like food service through restaurants, entertainment events, health club, business center, The Patisserie, The Bassment and shopping spots constitute the secondary business.

The target market is undoubtedly the upper class that can afford the luxury and unmatchable hotel offers. The various customer groups are the big companies and organizations like:

Ministries

Embassies

Multinational concerns

Foreign guessts

Delegations

Tourists

The service provided to above companies is mainly the room reservation and Banquet reservations for seminars, conferances and meetings.

The profitable customer group of Marriott are the tourists and travelers to whom Marriott serves under contract with well known travel agencies like Walji’s, Rakaposhi, Sitara and others. All over the world hotelling and tourism go together. Same is the case with Marriott and it is generating 70% of its revenues out of the travelers group.

In Islamabad, Marriott is providing hotelling standards of its own kind and is enjoying complete monopoly. However in Karachi it competes with Sheraton and adopts competitive strategies. In Islamabad it will be facing tough competition with the completion of Islamabad Serena Hotel, which is opening in year 2001.

Prime Objectives

The objectives of Islamabad Marriott Hotel are as follows;

Stay alive

Before making any new policy and package. They always keep in mind that in order to be in the market that they have to stay alive.

The Hotel for this objective makes many changes, for instance the prices of services, competitive strategies. In the boom period their strategy would be different than in the recession period. It keeps on analyzing the situation, both economical and political and takes actions accordingly. For

this particular objective they attract clients by giving them different incentives.

　

Greatest Consumer Satisfaction

Islamabad Marriott Hotel strongly believes and follows the motto "Walk in Happily & Depart Happily". The clients are the source of revenue. In order to make profits, it has to attract more and more clients. The management does their level best to give maximum comforts to the clients to satisfy them. The Marriott, for its client’s satisfaction has offered many recreational activities. Its prime objective is to satisfy the consumers from every aspect.

Profit Maximization

Profit maximization is the prime objective of any well-established business. It is the case with Islamabad Marriott Hotel. The management believes that the higher profits are important not only to carry out large-scale business but also for the expansion purposes.

　

　

　

　

　

Retaining High Standards

Islamabad Marriott Hotel also keeps an objective of retaining higher standards defined by their own visions. This is important to keep their business different from other Hotels.

　

　

Owners Equity

　

The owner of the Islamabad Marriott Hotel is Mr. Sadr-ud-din Hashwani. He is also the owner of the Karachi Marriott Hotel. He runs chain of Hotels called 'Hashwani Hotel Limited".

In 1992, with the change in the affiliation, Mr. Hashwani opted for the franchise business, where he decided that the management would be same. The license was obtained and they began to operate by following the set standards of International Marriott Hotels.

　

　

　

PART II

MARRIOTT AS AN ORGANIZATION

　

Location;

Marriott is centrally located in Capital City of Pakistan, Islamabad. The location is at hte footsteps of Margalla Hills. This location gives Marriott aesthetically a very sound location. All main buildings and offices of the capital are in a short vacinity to Hotel.

　

Staff:

The total staff of Marriott Islamabad consists of around 450 employees out of which around 70 are the officers, out of which 13 are the Managers or Head of Departments namely: -

　

General Manager

Executive Assistant Manager

Sales & marketing Manger

Media and Public Affair’s Manager

Human Resource Manager

Finance Controller

Food and Beverage Manager

Front Office Manager

Guest Relation Manager

Chief Engineer

Executive House Keeper

Purchase Manager

Laundry Manager

　

　

Property Description

Islamabad Marriott Hotel’s Lobby has a modern decor with a hotel operated, barber shop, business center, shopping arcade and Nadia Coffee Shop, providing a 24 house service with a variety of Pakistani and Continental Foods.

　

　

The hotel has three main restaurants namely:

Nadia Coffee Shop – Continental, Italian, Mexican and Thai Food.

Dynasty – Chinese Food.

The Bassment – Western Style (music & food for couples only)

(One new resturant is under construction)

Banquettes Halls include;

Ambassador – Adjacent to Nadia(being converted into a Resturant)

Crystal Ball Room a & b – located by The Bassment

Kohinoor - behind Dynasty Restaurant.

Margallah – located by crystal ball room.

Marquee – located by pool side

Senator – located by main lobby.

The shopping arcade includes;

Xavier – Ladies and Gents beauty-parlor

Horizon Tours

Travel Desk

Boutique

Flower shop

Book Shop

Carpet Shop

Jewelry Shop

　

The Hotel has got seven floors including ground and mezzanine floor. Third, fourth and fifth floors are executive floors with lounges, on 4th and 5th floor and conference room on 5th floor. 5th floor has 52 room including one

Presidential suite (consisting of 4 rooms) fourth floor has got 57 rooms including 4 executive suites.

Third, 2nd and first floor each has 57 rooms including 4 suites on each floor. Mezzanine floor has 9 Mezzanine suites and one Royal suite. There are five Library suites, one on each floor. Hotel also has several interconnecting rooms, non-smoking rooms, studio type rooms and disabled rooms.

Being the only five star hotel Marriott is a trend setter in Islamabad.

RATES

　

The hotel gives different rates to different companies. On the basis of rates different companies have categorized into tow classes.

Discounted Rates

Credit Rates

　

Discounted Rates are given to companies on the basis of business given by the companies. If the company is giving more business to hotel, it is included in hotel discount list. Special discounts are given to these companies. Sometimes business given by a company, which was initially included in discount list decline than its name is removed from the list.

Credit List depends on economic conditions of a company. Credit list is renewed after every two year. A file of companies who are included in credit list is maintained in alphabetical order. The companies, which have sound economic conditions, are included in the credit list.

The rates at which rooms are sold to different companies are divided into group segments, which include;

　

Normal or Rack Rates

These are the normal rates of the hotel. All racks rates are treated as VIPs.

　

Commercial Rates

Accounts department, sales and marketing department together sets these rates. The companies, which give thirty room nights per month, are given commercial rates.

　

Corporate Rates

The companies, which give 50 room nights per month, are given corporate rates.

　

Preferred Rates

All the companies of United Nation, American Embassies, and consulates and British Airways are given preferred rates along with the complementary breakfast.

PRICE

Islamabad Marriott Hotel's main service is the lodging facility provided to visitors. Following table shows the prices charged for rooms and suites: