Faisalabad Serena Hotel (FSH)

Falcon Group

-Ali Burhan Khan- Imran Hussain- Muhammad Usama- Ali Raza Sahni

ALI BURHAN KHAN05 - Regular

History & Introduction Of Faisalabad SERENA Hotel FSH was established in 1987 by G. M. zia-

ul-haq in Faisalabad. Whose population is over five million and known as Manchester of Pakistan due to it’s textile industry.

Faisalabad SERENA hotel and Quetta SERENA hotel were established according to their regional characteristics and Islamabad SERENA hotel, sawat SERENA hotel and gilgit SERENA hotel were established according to the natural beauities of islamabad, sawat and gilgit.

History & Introduction Of Faisalabad SERENA Hotel FSH and all SERENA hotels are reflection of

Islamic architecture which is a source to make customer delight and this thing put SERENA hotels in a different position. If we compared SERENA hotel with all other hotels.

Due to uncertain condition of country. FSH focus on high alert security system. There is a ground around all sides of the building of FSH. which unable the direct access to hotel and it has many guards standing on different places to provide security to honourable customers.

Summary of FSH POLCA principal of managementWords of assistant manager of FSH

“ First of all if we want to start a project we make both short term and long term planning. We normally start our projects in such city where there are less tourism opportunities than we organize or plan & establish teams who arrange and structure our plans and for the purpose of leading we make our annually and monthly meetings and through controlling we see that either our plans are properly achieving or not for this purpose we also call our meeting when we required

Summary of FSH POLCA principal of management

Feed back is very important for our organization we have a draw box for customers who came to our hotel we take their suggestion and includes their suggestion in setting or strategy. Employees suggestion are also very important for us because they are medium between our customer and management.”

MISSION STATMENTThe mission of FSH is to create such out standing

building which offer highest standards of products and services and establish management and team in such environment which enable them to make customer delight and the result of all above will be the satisfactory of its stack holders

So the motto of FSH can be divided in following areas FSH will be trend setter in providing better

products and services to its customer to make them delight.

MISSION STATMENTFSH will work for cultural and structural

development of such areas in which it is located.

FSH will remain in contact with both national and international organization to promote any new practice.

FSH will make the training of its staff itself and through other organization to make them professional and keep them motivated.

Vision statementOur vision is to become a hotel which is

recognized as a leader in hotel industry in any dimension and to train and develop our staff so they will grow in their career and will become a source of making customer delight.

Setting the organization goals and objectives• Every organization have goals and objects

and goals and objective are different in different steps of organization so the basics goals and objective of FSH are given below:-To gain the maximum markets share of

hoteling industry in FaisalabadTo maintain and improve its identityTo create variation in its servicers

(by delivering unique and better services)

Setting the organization goals and objectives

The quality of the services must meet the customer expectation

The quality and services must meet the expectation of management.

Lunch new services by keeping the cost minimum

Create awareness about the services for customers

Meet all needs of customers.

Corporate environment mission statementSerena corporate environment mission statement is

consist of following parts:-Whiled designing, planning and constructing our

new project we will kept the environment factor in mind

We will be sensitive towards the interest of local population which includes their culture, tradition and future development.

We will have responsible attitudes towards disposing of our wastages by recycling the wastages and we will adopt environment friendly attitudes.

We will protect rather than destroy nature.

Corporate social responsibilityIt is a system under which an organization

accepts its responsibility towards its stake holders and towards natural environment

So FSH has started a programmed called seed (SERENA environmental and education development program )

SERENA encourages opened and transport business whish is base on ethical values and respects for its employ, communities and environment.

Corporate social responsibilitySERENA corporate social responsibility go beyond the

old concept of philanthropy which mans a firm make his business all the financial year and at the end of financial year. Its separate some part of money for good causes.

SERENA accepts its responsibility towards natural environment round the year. And it remain in contact with different comminutes to tell that brand name do not depend on just quality.

So SERENA is facing a challenges feature of corporate social responsibility by which the Serena results are not judged by only inputs but by outputs.

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Imran Hussain33 - Regular

Various Departments in FSH Accounts DepartmentSales & Marketing DepartmentHouse Keeping Department Human Resource (HR) DepartmentF & B Department Production Department Engineering DepartmentIT departmentFront Office Department Security Department

Accounts DepartmentBackbone of the hotel operations.Look all the matters related to finance and cost control.It responsible to

• Support other operational departments.• Maximize hotel profitability.

• Accurate in book keeping system.

Sales and Marketing Dept.Play vital role in attracting customers and promotional

campaigns.

House Keeping DepartmentResponsible for establish and maintain high

standards of cleanliness for external and internal customers . Like laundry, uniform.

Human Resource DepartmentServe to handle all the matters regarding attracting,

retaining and compensating the employees.Look all the matters for better employment relations.Work like a bridge between workers and management.

Food and Beverages DepartmentThis dept. perform the function.

• Provision of quality food to the guests • Serving • Maintenance of food items

Production DepartmentProduction dept. involves kitchen heaving all the cooking

equipment.Objectives of this dept. is to provide the modern food to

the customers with maintaining high standards.Also include sub dept. like staff canteen, coffee shop and

room service.

Engineering departmentResponsible for maintenance of various mechanical

sections of the organization Handel routine complaints

IT DepartmentResponsible to design the technologies for efficient

working of the hotel.There are many technologies used in F.S.H like

B.O.HOnline guests comments75 PC connected within the office

Front office departmentFront office includes services like reception,

restaurant, guest relation, rent a car, business center

Security departmentThis department include functions like Physical safety of guestsSafely of hotel premisesParking controlControl of illegal occupancy of rooms by

guests

Managerial policies in FSHManagement: to provide attractive job

satisfactionEmployees: wish to enhance the carrier of

employees product: should meet customers expectationsCustomer: not only give value for money but

satisfy their demandsCompetitors: compete with powers but not

illegally

Structural Dimensions of FSHFormalizationSpecializationHierarchy of AuthorityCentralizationProfessionalism

Formalization Specialization

FSH has formalized system of departmentalization.

FSH is divided into formal departments likeAccounts Sales and marketing Information technologyHR departmentPublic relationFront office

In FSH each department has its own specialized division of labor and is responsible for performing their respective tasks and duties.

Hierarchy of AuthorityIn FSH hierarchy structure based on Top-Bottom approach Director operations/General managerHead of the departmentAsst. head of departmentSection headSupervisor

CentralizationIn FSH general manager has the central command on all

the department and he is controlling and looking that whether the departments activities are in standard operational procedures or not.

ProfessionalismAs a multinational company, the company want to meet or

exceed their clients expectations In FSH company hires and trains their workforce for to

make them highly professional.

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M. Usama Awan14 - Regular

SERENA’S OBJECTIVES OVER NEXT FIVE YEARS

The main reason for setting-up the long term objectives is to impress the shareholders and other stakeholders.

what is to be accomplished in future within the specific period of time.

Con,tdTo Increase Profitability –by 15% annually and to reach at least 40% increase.To Increase Market Share – By Internet sources and through alliances with airlines. Working Together as Colleagues – Emphasize on sharing responsibility, accountability and recognition through a climate of teamwork.Providing a Climate of Enthusiasm – By providing a caring, motivating and rewarding environment.To Create Alliances – Increase business from Internet sources and through partnerships.

VARIOUS STRATREGIES IN FSHMARKETING STRATEGIES-The marketing department develops a market based business strategy that provides unique value to the customers on all services and products of the organization. PRICING STRATEGIESChange customers price perceptions to capture more value.Evaluate the real financial implications of pricing decisions.Use pricing strategies to guide our business to long-term profitability rather than reactively to solve short-term problems.

Con,td

PROPOSED STRATEGIES – FSH has a strong competitive position so we suggested them to option for following growth strategies.

GROWTH STRATEGIES Avoid time consuming tasks like Serena hotel is advertising through public relations with the media people. Through vertical integration they can differentiate its product and services.They only keep in mind executives and businessmen's and continuously ignoring middle class.

STRATEGIC PLANSWork with American Airline to develop alliance to reduce their marketing cost and to increase market share. In addition to attracting new visitors, it is important to broaden the current tourism base, both in terms of time and geography. Geographically expanding the firm activities by going into other major cities and acquire market share.

THE ORGANIZATION'S MICRO – ENVIRONMENT “Activities that are close to the company that affect its ability to serve its customers, the company, suppliers”

The Company– such as top management, finance, research and development, purchasing, and accounting. Marketing Intermediaries – Marketing intermediaries help the Organization to promote, sell and distribute its goods to final buyers.

Con,tdCustomers – Every organization needs to study its customers closely. Customers are most important for any type of business.Publics – A public is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. In any organization there are different types of Publics.

THE ORGANIZATION'S MACRO ENVIRONMENT

“The organization's macro environment consist of large societal forces that affect the whole microenvironment demographic, economic, natural, technological, political and cultural forces”.Demographic Environment – Demography is the study of human population in terms of size, density, location, age, gender, race, occupation and other statistics.Economic Environment – Economic environment consist of the factors that affect consumer buying power and spending pattrens.Technological Environment – This environment force creates new technologies, creating new services and market opportunities.

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Ali Raza Sahni20 - Regular

MEASURING THE HOTEL BUSINESS PLAN

- Financial Results - Sales, Revenue Management, Sound Labor Relations & Quality Assurance Systems - Business Plan (Marketing, Quality, Staff & Finance)

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EMPLOYEES ON – THE – JOB TRAINING

Employees On – the – Job Training

Continues Training of Employees Training Session Conducts on the

Projectors A Library on Hotel Management English & Others Languages Classes Classes are Compulsory for Executives Exams also take by Various Teachers

SERVICES CLASSIFICATIONS

Services Classifications

Profit ObjectiveCustomer Type Labor and Equipment Needs Customer Contact

SWOT ANALYSIS OF FAISALABAD SERENA HOTEL

SWOT Analysis

Strengths Weaknesses Opportunities Threats

STRENGTHS

Strengths

Largest Chain Largest Facilities Largest Car Parking Quality Products Excellent Services Competitive

Advantages Financial Strength Favorable

Reputation / Image Innovation / Creativity Organized

Management Services with Latest

Tech

WEAKNESSES

Weaknesses

Laundry Shop High Prices Low Incentives

OPPORTUNITIES

Opportunities

Expand Product Line Entrance into New Markets Attraction of Tourists Diversify to the Board Risk Much Improve CRM

THREATS

Threats

Worst Economic Conditions Increases in Sales Tax Restricted Govt. Policies

SUGGESTIONS AND RECOMMENDATIONS

Suggestions

- Improve Electrical & Security System- Improve Inventory System of Foods & Beverages - Establish the Health Club- Attract Quality Brands in Shopping Mall- Improve Communication & Co-ordination System - Clearly Defines Plans & Policies - Balanced & Moderate Rates for Rooms & Foods

Items - Control on Lobby Traffic - Improve the Quality of Food Storages - Offer Attractive Packages for Middle Class - Improve Incentives Plans for Employees - Monetary Rewards for Employees

CONCLUSION

Conclusions

- The Faisalabad Serena Hotel (FSH) 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 lead to gross errors, and since this is linked to reward system, the error is not only perpetuated but exaggerated.

… THE END …

A Presentation by Falcon Group on Faisalabad Serena Hotel (FSH)