Presentation

On
Organizational Analysis of
| Serena Hotel Islamabad |
By
Concept Creation Inc.

© Concept Creation Inc. 2007 Management Theories & Practices

 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

© Concept Creation Inc. 2007 Management Theories & Practices

 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

© Concept Creation Inc. 2007 Management Theories & Practices

 Design of Study
• Conducted the Research Work in two
sections:
– 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

© Concept Creation Inc. 2007 Management Theories & Practices

 Organizational Chart
General
Manager

Executive
Assistant
Manager

Executive
House
Keeper

Front Office
Manager

Director Food Director

Director Chief
and Sales and Director HR
Finance Engineer
Beverages Marketing

Human Assistant
Accounts Receiving F&B Sales and Training
Kitchen Resource Chief
Manager Manager Service PR Manager Manager
Manager Engineer

Chief
Cost Purchase
Security
Controller Manager
Officer

Credit Revenue
Manager Manager

© Concept Creation Inc. 2007 Management Theories & Practices

 Management Structure
• Levels of Management
– Divisional Heads
– Functional Layer

• Management Segmentation on the basis of Functions

Executive Assistant Manager
• Front Office
• House Keeping
– Director Finance
• Credit
• Cost Controlling
• Purchasing
• Revenue

© Concept Creation Inc. 2007 Management Theories & Practices

 Management Structure
– Director Food and Beverages
• F & B Services
• Kitchen
– Director Sales and Marketing
• Public Relations
– Director Human Resource
• Human Resource Development
• Personnel Management

© Concept Creation Inc. 2007 Management Theories & Practices

 Environmental Analysis
SWOT Analysis provides information that is
helpful in matching the firm’s resources
and capabilities to the competitive
environment in which it operates.
Environmental Scan

Internal Analysis External Analysis

Strengths Weaknesses Threats Opportunities

© Concept Creation Inc. 2007 Management Theories & Practices

 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 Serena
Islamabad

© Concept Creation Inc. 2007 Management Theories & Practices

 Internal Analysis
• Weaknesses
– Non-availability of trained Human Resource
due to low salaries at supervisors and
workers level.
– Unfavorable Employee Policies
– Subunit Orientations

© Concept Creation Inc. 2007 Management Theories & Practices

 External Analysis
• Opportunities
– Increased Number of Customer/Guests who are
paying 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.

© Concept Creation Inc. 2007 Management Theories & Practices

 External Analysis
• Threats
– Loss of Skilled Professionals
• Shifting of professionals to other service sectors
due to higher salary packages.
– Arrival of Three New Competitors
– Political Instability
• Unfavored governmental policies “IF”

© Concept Creation Inc. 2007 Management Theories & Practices

 Planning and Decision Making
• Developing Strategies
– Tactical Plans
• Maintaining and
Increasing the Market
Share
• Increasing the Service
Package Segments
• Taking Up The Average
Room Rate of the Hotel.
• Reducing Employee
Turnover

© Concept Creation Inc. 2007 Management Theories & Practices

 Planning and Decision Making
• Operational Plans
– Maintaining & Increasing the Market Share
• Sales and Marketing functions maps selling
strategies and sales targets.
– Increasing Service Package Segments
• Food & Beverages, Sales & Marketing and Front
Office at operational level propose their
operational plans to Top Management for
Approval.

© Concept Creation Inc. 2007 Management Theories & Practices

 Planning and Decision Making
• 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 Personnel
Management devise Reward and Incentive
Systems for reducing turnover.

© Concept Creation Inc. 2007 Management Theories & Practices

 Planning For Future
• Ansoff’s Product
Market/Growth
Matrix suggests
Strategies on the basis
of
– New or Existing
Products
– New or Existing
Markets

© Concept Creation Inc. 2007 Management Theories & Practices

 Planning For Future
• Market Penetration Strategy
– Maintaining and Increasing the current
Market Share
• Planned 200 rooms and suites which are expected
to be completed within next two years.
• Market Development Strategy
– Increasing Service Package Segments
• Differentiated Service Package for New segments
as Guests are willing to pay for the quality of
services

© Concept Creation Inc. 2007 Management Theories & Practices

 Control Strategies
• Financial Control Measures
– Average Room Rate for the current FY is set at
Rs. 15,500 +Tax.
– Semiannual Audits are conducted by the
Audit Function
• Human Resource Control Measures
– Setting of Time Office for managing employee
attendance
– Semiannual Performance Appraisals by HRD
© Concept Creation Inc. 2007 Management Theories & Practices
 Control Strategies
• Customer/Guest Measure
– Customer acquisition in terms of new markets and
segments are set by the Sales and Marketing Division
with the consultation with Executive Assistant
Manager.
– Customer Retention is being carried out by
facilitating the existing customer through different
segment packages.
• Innovation Measure
– Strategies like Deluxe Room Offerings, Executive
Suites and Holiday Packages are designed on the
seasonal basis.

© Concept Creation Inc. 2007 Management Theories & Practices

 Competitive Advantage

© Concept Creation Inc. 2007 Management Theories & Practices

 RECOMMENDATIONS
(Marriott Islamabad)
• Structure
– Less Involvement of EAM in decision making
and inclusion of another departmental head
for Rooms.
– Decision making authority should be
delegated to the functional departments
• It would encourage the employee participation
and benefit generation of ideas for new services
development

© Concept Creation Inc. 2007 Management Theories & Practices

 RECOMMENDATIONS
(Marriott Islamabad)
• Strategies
– Business Level
• Product/Service Development
– Through offering differentiated service package for its
customers
– In return it would ultimately support their original
Market Penetration Strategy.
• Market Development
– This strategy should not only be confined to foreign
guests but also to domestic corporate guests which
would increase their brand equity.

© Concept Creation Inc. 2007 Management Theories & Practices

 RECOMMENDATIONS
(Marriott Islamabad)
• Strategies
– Functional Level
• Front Office/Sales & Marketing
– Customer/Guests Feedback mechanism should be
devised.
– It can be done through integrated information which
would serve as the database for the likes and dislikes of
frequent/new guests
• Sales & Marketing and IT
– An integrated Information System which integrates all
the departments and the chains all over Pakistan to
facilitate its customers and increase the clientele base for
the hotel.

© Concept Creation Inc. 2007 Management Theories & Practices

 RECOMMENDATIONS
(Marriott Islamabad)
• Culture
– Marriott Hotel Islamabad attract and retain
employees 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, there
will be shortage of workforce.
– More In-house Training programs should be initiated
in order to groom and equip the employees with the
modern day hospitality service trends.

© Concept Creation Inc. 2007 Management Theories & Practices

 Questions

© Concept Creation Inc. 2007 Management Theories & Practices