Internship Report - Donighevici Maxim.pdf

2013

Business Administration

2nd Year

Donighevici A. Maxim

[INTERNSHIP REPORT] .

2

Internship at Complex Hotelier Unirea

Student : Maxim Donighevici

Start Date : 17 June - 30 June

Number of internship days : 14

Type of Internship : Marketing

Company Name : S.C. Complex Hotelier Unirea S.A.

Signature

3

Table of Contents

Motivation,reasons of choice / Brief Executive Summary 4

Presentation of the organization 5

Evolution of the main economic and financial indicators 17

Managerial Issues 19

Assessment of the Internship 22

Conclusions of the Report 24

4

Motivation, reasons of choice.

The selection of organization was not an easy choice because of the language barrier I had to overcome.

I was selected because of my English speaking ability as well as native Greek language.

They saw an opportunity for me to develop new relationships with Greek agencies while inside their

organization. The internship took place at their host location at Piața Uniri,after the first day interview,

they introduced me to the hotel , had a small tour to rooms and restaurants as well as my colleagues.

Some elements for example. Communication , Presentation and all theory from marketing classes were

all put into action during the internship program.

Brief executive summary of the internship.

The internship report is based on the 2 weeks that i successfully completed in Complex Hotelier Unirea

under Marketing/Sales department, main tasks carried out included, getting known with the organization,

study their history, products and services.

As being completely new to practical, corporate world setting, every hour spend gave me some amount of

experience. In 2 weeks i have worked with the full support of marketing dep. , saw some sample works,

how they do it and what programs they use to complete their tasks.

As for myself i was assigned to do a research on some Greek agencies and gather information, my focus

had to be in the capital of Greece , Athens and find tour programs that had destination Romania-Iasi.

The following Agencies were contacted.

Acadimos Travel.

Mayer

Axos Travel

Norstar enterprises Tourism and Trade S.A

5

1. Presentation of the organization

What is the full title of the company/institution? Give a brief history of the company, full

mailing address and relevant web links.

S.C. Complex Hotelier Unirea S.A.

Str. Piata Unirii Nr. 5

Cod 700056 Iasi, Romania

Certificate of classification no. 2617/162 from 12.08.2010

Registered at the National Supervisory Authority for Personal Data Processing no. 17875 and no 17876

History

1969 SC Unirea Hotel Complex was inaugurated on 30.07.1969 in presence of local authorities, the

National Office of Tourism's building, the institution coordinating tourism activities;

1998 spin off from SC Tourism Moldova as an independent unit with the same field of activity, in the

form of company stock;

2001 Privatization of the company and the first phase of modernization (purchasing elevators, boilers,

laundry redevelopment);

2001 Obtaining the certificate of classification in category 2 ** (Stars) with the object of accommodation

and providing specific services (08.08.2001)

2003 The second phase of modernization (complete renovation of the accommodation rooms planned in

three stages).

2004 SC Unirea Hotel Complex S. A. The FOS awarded by the Chamber of Commerce and Industry Iasi,

for the year 2003 "for the merit of one in the hierarchy ranks companies from Iasi". This award is held

annually in the "National Top of Companies».

2004 change from 2 ** 3 ***(Stars). Obtaining the certificate of classification in category 3 *** (Stars)

accommodation with the object of activity and providing specific services, food tourism. Spatial structure

as: hotel, restaurant, brasserie, bar and cafeteria (20.10.2004).

2005 Last stage of renovation: Reception, entrance hall and restaurant union.

2005 Restoration panoramic restaurant, upgrading kitchen HACCP standards

6

2006 SC Unirea Hotel Complex S. A. The FOS awarded by the Chamber of Commerce and Industry, Iasi

Excellence Award for the year 2005 "for merit to be located on the podium three consecutive years Iasi

companies." This award is held annually in the "National Top of Companies».

2006 Redevelopment Union Restaurant and Conference Center.

2007 Extension of the classification certificate category 3 *** accommodation with the object of activity

and providing specific services, food tourism, two restaurants, bar and cafeteria.

2007 Implementation and Certification of Quality Management System SC Unirea Hotel Complex S. A.

in accordance with EN ISO 9001:2000 for the area: hotels, restaurants, conference rooms. Company by

TUV AUSTRIA CERT GMBH valid until 17.09.2010.

2009 Completion of upgrading works department Laundry

2009 public health authorization for SC Unirea Hotel Complex S. A. by ASP Iasi.

2009 Recertification for Quality Management System SC Unirea Hotel Complex S. A. under the new

quality standard ISO 9001:2008 for the field: hotels, restaurants, conference rooms by TUV CERT

certification company TUV Hessen, Germany.

2009 getting certified Food Safety Management System SC Unirea Hotel Complex S. A. according to SR

EN ISO 22000:2005, including HACCP (Hazard Analysis and Critical Control Points).

2009 PSI obtaining authorization from the Inspectorate for Emergency Situations Iasi.

2009 Opening CAFFE'' BLUE''

2010 Recertification Unirea Hotel Complex

2010 Open summer terrace

2010 ÷ present - Investing in arranging a 200 parking places.

2011 Implementation of hotel management FIDELIO

2012 Implementation of customer loyalty

2012 Renovation and former nightclub setting by opening of the SPA "JOINING & SPA" that offers

relaxation and physical maintenance. (18-06-2012)

2012 Achieving the 4**** star hotel

7

Mailing adress : [email protected] , [email protected] , [email protected]

Main Websites : www.hotelunirea.com www.unireaspa.ro

What is the type of ownership of the company/institution? State the main shareholders and their

shares.

The company works under the SA (Societate pe actiuni) structure , also known as joint stock company.

For Shareholders/Shares I'm not able to provide this kind of information as was not allowed to get.

What is the sector that the company/institution operates in? Specify the products and services

produced and offered to its customers.

Hotel Unirea operates in the hospitality industry, this includes lodging, restaurants and event planning

Within the hotel we can find the following services :

186 Rooms which consists of 108 single business rooms,72 double business rooms and 6 suite rooms

Room Details

King size Beds

Air Conditioning

Minibar

Television

Hair Dryer

Phone for Domestic and international direct calls

24h luggage storage

Wifi and internet access

Digital Cable with 100 channels

Suite Rooms also include an extra bathroom, jacuzzi and an office room.

All Customers that book either Single, double or suite room have Free at SPA

8

Restaurants

First we have the “Unirea Restaurant” located on the ground floor is the everyday host for the most

delicious breakfast.

Quests can enjoy a breakfast with international cuisine, which is already included in the room price. Designed to meet the tastes and needs, from refined gourmets to vegetarians and people on diet, rich

buffet breakfast offers enough and everything for all tastes.

The restaurant can host up to 220 seats which is ideal for family events, graduations, corporate parties,

cocktails and weddings

The second restaurant called “Panoramic Restaurant” is located on the 13th floor of the hotel.

It provides a breathtaking night view of Iasi and it also a great place for business lunch, romantic dinner

or celebrating a special event

Unirea Conference Center

Unirea Iasi Conference Center includes six separate halls, with a total area of 540 sqm.

Rooms are multifunctional, modern equipped and can be adapted to various needs from organizing

meetings, seminars and training sessions to workshops, product launches and big conferences.

Here you can organize a business meeting , exhibitions , parties , training and more.

List of Rooms :

Cuza hall

200 Seats

2 Projectors

Air condition

Wireless internet

Office Supplies

Cuze Center

280 Seats

3 Projectors

Air condition

Wireless internet

Office Supplies

integrated control system, sound system, fixed and mobile microphones

9

Cocktail hall

60 Seats

1 Projector Air condition

Wireless internet

Office Supplies

integrated control system, sound system, fixed and mobile microphones

Training Room

The Training Room is located in a building next to Unirea Hotel Iasi. Its 60 persons capacity, its

equipment, and easy access both from the hotel and from the outside represent the optimal

solutions for the organization of medium-sized corporate events.

60 Seats

1 project Screen

Wireless internet

Office Supplies

Technical support

Meeting room

25 Seats

1 project Screen

Wireless internet

Office Supplies

Technical support

Office Room

2-5 Seats , Great for setting up private meetings and interviews

Blue Caffe

Blue Caffe is located on the left side of the hotel near the reception.It is the perfect place to start your

morning , setup a small business meeting or simply relax in your free time

UNIREA Club

UNIREA Club is a loyalty program adressed to customers: Unirea Hotel & SPA, Panoramic Restaurant,

Blue Caffe, Unirea SPA

To join this program it is required to fill out a registration form at reception desk and customer receives a

Unirea Card Club.

10

Using this card during services , you accumulate points which can be transformed into benefits

The three layers of this program are called Silver, Gold, Diamond

Silver Customer - 1 Point

Birthday voucher : Valid for 30 Days

Free wifi internet : Free Card and limited hours

10% Discount : For purchases of La Cremerie and Thalgo cosmetics from unirea SPA

Gold Customer - 500 Points

Pool and fitness access

Early Check in : 11:00

Late Check in : 15:00

Welcome Cocktail

Birthday voucher - Valid for 30 Days

Free wifi internet - User and Password customized, unlimited validity.

10% Discount : For purchases of La Cremerie and Thalgo cosmetics from unirea SPA

1 Relaxing massage a month at Unirea SPA

Diamond Customer - 2000 Points

Pool and fitness access

Early Check in : 11:00

Late Check in : 15:00

Welcome Cocktail

Birthday voucher - Valid for 30 Days

Free wifi internet - User and Password customized, unlimited validity.

10% Discount : For purchases of La Cremerie and Thalgo cosmetics from unirea SPA

2 Relaxing massage a month at Unirea SPA

Free Parking

Availability Guaranteed regardless of occupancy for bookings made at least 48 hours before check in

Behind this club membership , customers that registered will be also imported at the Unirea database

Agenda website where workers (mostly from marketing department) can access and see graphs, sort

clients based on criterias of age, gender, date, top clients etc.

From this application we can send informative letters,flyers and offers to membership customers.

11

Accumulation

The accumulation of points is made according to the type of loyalty card owned :

Silver 25 Ron - 1 Point

Gold 15 Ron - 1 Point

Diamond 10 Ron - 1 Point

Unirea SPA

SPA facility.

Here you can relax and enjoy at Sauna & Pool ,Massage & Therapies and Fitness & Aerobics

Each Section includes more activites like ZuDance, Tae Bo, Pilates, Step Aerobic, Aqua gym, Cycling,

Hydromassage, Jacuzzi and more.

Booking.com

The online booking gives you the opportunity to book room in advance at a lower price.

You can also read reviews,tips and see recommendations from customers.

12

Who are regarded as the customers of your internship company/institution (consider the end users,

retailers , other manufacturers, employees, etc. ) ?

From my Observation , hotel Unirea focuses and tries to maintain loyal customers mostly businessman.

They use to communicate in regular basis by telephone,mail newsletters etc. and offer the best available

rooms in any given situation.

Next, we have conferences rooms which again targets businessman, corporations, companies or simply

groups who would like to plan an event whether it is anniversary, party, cocktail party or

graduation/celebration.

We can also include, Travel agencies that collaborate with the Hotel and provide customers in return of a

small discount

Finally we have the Food industry that provide raw materials and beverages for the Hotel.

Provide an Organization chart of the company , along with information on the number of

employees

General Director

Management Team

Legal Adviser

HR Department

--------------------------

Secretary

Catering Direction/Restaurant

Food Director

Laboratory Pastry

Baker

Kitchen

Cooks

Waiters

Director Marketing

Marketing Assistants

Sales Director

Sales Advisor / Technical Room

13

Hotel Director

Reception

Laundry Department

Accomodation

Accountancy

Economist

Cashier

Supply Manager

Storage Commodity

Technical Department

Maintenance

Installation Electrician

Security

Security Agencies

IT Department/Engineer

SPA Center

AVG . Number of Employees 105

See Following Page for Graph.

14

15

Describe the management of the organization : Mission and objectives, values and culture, SWOT

analysis

Unirea Management splits into different segments.

First we have the General Hotel Management , which is responsible for general view of the hotel, room

quality check-up (Including furniture and equipment) and reception.

Their mission is to ensure everything operates correctly, keep the prices at stable level (Discounts should

not be higher than 25% of the original price)

Next, we have the marketing department, Their mission is to ensure the quality of image they provide to

the public, from posters to media information on the Radio/TV or Internet.

Main Objective is concerned with all those activities which are essential to determine and satisfy the

needs of customers so as to achieve the objectives of business. This also includes the attraction of new

customers using the Marketing Mix.

Finally we have the Restaurant Management which is responsible for the quality and operation of the

restaurant, keeping the prices stable and attractive to customers, moreover they always find new ways to

innovate their cuisine with new products and plan special events (like Japanese cuisine night, traditional

Romanian night, Italian etc)

Hotel Unirea's moto is "Reaching high expectations" , it's important to be the best hotel in Local Area and

in Iasi as a whole as well as provide the best service quality.

SWOT Analysis.

In the following Paragraph we will analyze the Strengths and Weaknesses within Hotel Unirea, as well as

Opportunities and Threats revealed by information gathered by the environment.

Strengths

- Very good customer Management,

- Has well established reputation

- Equipped with 6 Conference Center Rooms

- Significant number of continuous repeated quests

- Plenty of space property for expansion (Recently 200 Parking slots)

- Many Awards for excellent service (Including Food Quality Award and safety policy)

- Very Good Location environment for operation

16

Weaknesses

- Not dominant in the market due to many other 4 Star Hotels

- Prices might seem overpriced for simple attraction tourists

- Relies mostly on loyal business costumers

Opportunities

- Source of income can come from many directions , Restaurants , Conferences , events , Spa .

- Constant international marketing strategies

- Government's calls for partnership and supports

- Partnership with other agencies outside of romania

Threats

- Constant fear of larger hotel investment in the country

- Frequent world crisis , financial crisis , etc

- High cost of living expenses for its market segment

- Low frequency flights to and from western countries

17

2.Present the evolution of the main economic and financial indicators (Total sales, income ,

expenses, profit, number of employees and so on) during the past three years, using appropriate

graphic representations. The benchmarking study is recommended.

11191444

11342386

10616748

725638 589433 102

10804067

11466325

10720771

745554 592821 100

10548573

10883066

10561527

321539 170748 108

Financial Chart - 2009-2011

18

2009

Net Turnover 11191444

Total Income 11342386

Total Expenses 10616748

Profit or Loss before Tax

Profit 725638

Profit or net Lose of Financial

operations

Profit 589433

Avg.Number of Employees 102

2010

Net Turnover 10804067

Total Income 11466325

Total Expenses 10720771

Profit or Loss before Tax

Profit 745554

Profit or net Lose of Financial

operations

Profit 592821

Avg.Number of Employees 100

2011

Net Turnover 10548573

Total Income 10883066

Total Expenses 10561527

Profit or Loss before Tax

Profit 321539

Profit or net Lose of Financial

operations

Profit 170748

Avg.Number of Employees 108

19

3.Present two managerial issues that impacted on the organizational performance and that are on

the way of being solved within the organization.

Managerial issue : Changing from 3*** to 4**** (Stars)

In 2012,Hotel Unirea achieved its 4th Star. This was both factor of external and internal environment, the

introduction of SPA and many other facilities gave the opportunity to grow further.

This Recent changes means that the Management Team as well as marketing have to revaluate and

change all their current papers. This means reconstruct their website, flyers, newsletters, business cards

etc.

The Problem arises when there are pictures of the hotel having the old 3*** logo without the hotel's

knowledge (External websites,agencies etc.)

Using S.M.A.R.T analysis

S - Redesign all information regarding hotel's 4*** achievement

M - Try to achieve 100% coverage

A - Assessment of the objective and marketing environment , the same strategy will be applied from 2**

to 3*** change back on 2004

R - Review in resources , employees , competitors and current market to ensure the change in 3-6 months

is achievable.

T - Objective- 6 month timescale (max)

0 20 40 60 80 100 120 140 160 180 200

Online Presence

Website

Room Improvement

Materials/Representations

Outdoor Marketing

GANTT Chart / Number of Days

Duration

20

Online presence 95%

Website 100%

Improving Rooms 83%

Materials / Presentations 90%

Outdoor marketing 70%

Managerial Issue 2 : Discount Prices.

The second issue had to be the discount prices in room reservations , restaurants , Spa etc.

The change in general lifestyles affects how consumers decide to spend their money as well as their taste

over time.

For this , there is an option available to get discount price from Booking.com if you order your room

online.The Discount ranges from 10-25% of the original price ,depending on season,number of days prior

the reservation etc.

Using S.M.A.R.T analysis

S - Keep Low Prices from Competitors, Attract Customers.

M - If applicable maintain 10-25% Discount.

A - Assessment of the objective and marketing environment , See if its possible to reduce some labor

costs and provide better prices for Services.

R - Review in resources , employees , competitors and current market to ensure the change in 1 year is

achievable.

T - Objective- 1 Year

0 20 40 60 80 100 120

Online Presence

Website

Improving rooms

Materials/Presentations

Outdoor Marketing

GANTT GRAPH - PERCENTAGES

21

Room Discount 100 %

Restaurant 75 %

Blue Cafe 90 %

SPA 80 %

Other Services 70 %

0 20 40 60 80 100 120

Room Discount

Restaurant

Blue Cafe

SPA

Other Services

GANTT GRAPH - PERCENTAGES

22

4. An assessment of the internship

Skills and qualifications

Within this Internship period i gained a lot of experience working in a hotel environment , placed on

marketing department.

To begin with, I improved my communication skills in a working environment. It is required constatly to

be informative so my relationship with colleagues is important.

Learning work ethics , the next step for me is to understand Romanian working ethics within organization

and what course of actions are right or wrong

Teamwork skills, was the most important part of the internship. I had a very good support from

colleagues regarding my questions and hope i was helpful to them as well.

Initiative and analytical skills, regarding my research work this was very important, in order to achieve

the best possible result a good analysis was mandatory to be conducted.

Responsibilites

My responsibilites had 2 parts like in most internship programs.

The 1st part includes

The Dressing Code

Outfit image had to be professional, no sneakers or T-Shirts etc.

Mainting calendar and journal

Keeping notes of people met, information given , and places . This also served me as a chronology of my

summer experience

Be on Time, Never Late

The 2nd part includes

Completion of my assignments

Always finish my work that is required by my preceptor.

Provide a friendly working experience

23

It is important that i have complete understanding of my work and responsibilities and try not to cause

any confusion or negative impression

Be open to feedbacks

Finally its important to receive some feedbacks about my work and try to improve my weak points.

How do you think the internship will influence your future career plans ?

The internship period gave me a basic understanding of how to work within an organization and with

people.

More importantly , undertaking an internship will boost my employability in CV when applying for

professional positions.

It is also a good start to build professional networks and get recommendations as well as gain confidence

and a mature perspective.

If in future i get a chance to work again in a hotel industry , refernce from Unirea will be a good start to

show that i have some experience

How do you think the internship activities that you carried out are correlated with your classroom

knowledge?

During the 2nd year of BA studies , we had lectures including , Marketing, Management,

entrepreneurship and Consumer Behavior .

The above subjects were closely acquired and applied during the workplace,theoretical topics came out

pretty helpful and there was no difficulties to deal with.

Many Concepts that were practiced during the study period were used from the first day

(Interview,Tour,Getting to know the workplace) till the last day.

24

5. Conclusions of the report

Summary of key conclusions derived from the internship experience

My internship experience in hospitality industry allowed me to work with areas in Marketing which i had

studied in theory but never got a chance to apply it.

I had the opportunity to work on project which were specific on one division ,the project itself ran

smoothly and had great collaboration with colleagues and from upper department.

Next are some key conclusions during the my internship phase

Support from above always helps - Project seem to move quicker when i had help

I have to be responsible for the result of my work

Group needs specific goals - Goals, objectives and timelines are crucial as they keep committee members

focused

General observations about the sector in which your internship company/institution operates

Hospitality industry is very interesting to work in, it requires constant communication with customers and

new innovations regarding advertisement , promotions and products.

The workplace is very clean , organized and looks promising. I Believe this sector will improve greatly

overtime as Romania has good places to visit and many services to provide.

Specifically Hotel Unirea made great progress in a short time , from acquiring 2 starts in 2001 in just 10

years it managed to achieved 4 stars and ranked up with the top 5 hotels in Iasi.

I Hope i get another chance to participate in a program like this for a bigger period of time.

25

6. Appendices / References

[email protected] , [email protected] , [email protected]

www.hotelunirea.com www.unireaspa.ro

Greek Websites

http://www.acadimostravel.gr

http://www.mayer.gr

http://www.axos-travel.gr

http://www.norstar.gr

11191444 11342386

10616748

725638 589433 102

10804067

11466325

10720771

745554 592821 100

10548573

10883066

10561527

321539 170748 108

Financial Chart - 2009-2011

26