pc report

Pearl Continent Hotel Lahore

INTERSHIP REPORTON PEARL CONTINENTAL LAHORE

ByUSMAN FIAZRoll. No. 620

Internship Report submitted in partial fulfillment of The requirements for the degree of

MBA

DEPARTMENT OF BUSINESS ADMINISTRATIONGC UNIVERSITY, FAISALABAD.

October 2010

Government Collage University

Faisalabad

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FOREWORDPass ion and i nnova t i ons d r ag u s f rom yes t e rday and d r i ve t o

t omor row the e r a o f change . I n f a c t we a r e r ap id ly sh i f t i ng i n to

t he new e r a o f human h i s t o ry on t h i s p l ane t hav ing gone f rom

ga the re r s and hun t e r s t o ag r i cu l t u r e p roduce r s t o i ndus t r i a l

manufac tu r e r s t o t he cu r r en t ga the r e r s and u se r s o f i n fo rma t ion .

Theo r i e s r ema in B lack & Whi t e i f suppo r t ed by t he co lo r s o f

p r ac t i c a l i t y . To quench t he t h i r s t o f p r ac t i c a l exposu re , I j o i ned

t he Pear l Con t i nen ta l Ho te l Lahore and ga the red a l l nece s sa ry

i n fo rma t ion by wh ich t he d r eam o f t he e s t e emed i n t e rn sh ip r epo r t

cou ld come t rue .

E f fo r t s have been made t o compi l e t h i s r epo r t i n such away t ha t

a c t i va t e s i t s s a l i en t f e a tu r e s no t on ly fo r s t uden t s bu t a l so fo r t he

l ayman . I have d iv ided t h i s r epo r t i n to d i f f e r en t pa r t s .

Pa r t s econd g ive s u s de sc r i p t i on abou t i n t roduc t i on , h i s t o ry and

o rgan i za t i ona l cha r t . Pa r t t h i rd and fou r th d i s cus se s t he p roduc t

& se rv i ce s and p r i c e s o f Pea r l Con t i nen t a l Ho te l Laho re .

Pa r t f i ve dea l s w i th ma rke t i ng i n fo rma t ion sy s t em and f i e l d o f

a c t i v i t i e s . Pa r t s i x i l l u s t r a t e s a l l t he func t i ona l depa r tmen t s o f

Pea r l Con t i nen t a l and an ove rv i ew o f t he i r work ing . Pa r t s even

de sc r i be s t he pe r sona l expe r i ence o f ou r t r a i n ing p rog ram and a t

f i na l l y i n t he e i gh th & n in th pa r t I have d i s cus sed SWOT

ana ly s i s , compe t i t o r ana ly s i s , sugges t i ons & r ecommenda t i ons .

A t l a s t I mus t s ay t ha t t h i s t ex t i s de s igned t o s t imu la t e t he

cu r i o s i t y abou t managemen t p r ac t i c e s o f Pea r l Con t i nen t a l and t o


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r a i s e r e ade r ’ s consc iousnes s abou t t he hosp i t a l i t y i ndus t ry i n

Pak i s t an .

Usman Fiaz


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ACKNOWLEDGEMENT

Thanks t o A lm igh t y A l l ah , The Crea to r , mos t Grac ious and

Merc i f u l whom we neve r heard “Nay” whenever I knocked a t H i s

door . He be s towed upon u s w i t h po t en t i a l and ab i l i t y t o sac red

wea l t h o f knowledge , wh i ch i s pe rmanen t source o f bene f i t f o r h i s

human i t y and c rea tu re .

We o f f e r our humb le s t t hanks f rom the deepes t o f our hear t

t o t he Ho ly Prophe t Hazra t Mohammad (Peace Be Upon Him) who

i s f o reve r , t o rch o f gu idance f o r mank ind .

I bow my head be fo re a lm igh t y A l l ah w i th g ra ta t i t ude . My

i ndeb tne s s and sa lu t e t o many i nd i v idua l s who have he lped shape

t h i s r epor t canno t adequa t e l y be conveyed i n a f ew sen t ences .

However , I mus t once aga in r eca l l my i ndeb tne s s t o l o t o f f o rmer

f e l l ows and con t emporary co l l eagues who t ook t he t ime and

t roub l e dur ing t he l a s t f ew days t o speak t o me abou t t he ways

t h i s t e x t cou ld be f u r the r improved .

I t i s mos t appropr ia t e t o men t i on t he i ngenu i t y o f r e spec t ed

t eacher who p rov ide me an oppor tun i t y t o enhance t he

managemen t s k i l l s f rom a we l l e s t ab l i shed o rgan i za t i on

I t i s my p r i v i l ege and honors t o my expre s s my deep g ra t i t ude and

i n ca l cu la t i ng t hanks t o t he managemen t o f Pear l Con t i nen ta l


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Lahore e spec ia l l y t o Colonel Muhammad Lat i f (Manager

Human Resource ) Major Mal ik Nadeem Ahmed (Ch i e f

Secur i t y & Sa f e t y ) who p rov ided me an oppor tun i t y t o work i n t he

env i ronmen t where qua l i t y i s e ve ry t h ing .

I bow my spec ia l t hanks t o Mr. Haseeb A Gardez i (Execu t i v e

As s i s t an t Manager ) who i s v e ry k i nd t o me dur ing my i n t e rnsh ip

pe r iod .

I t has been a con t i nu ing honor and p l easure t o work w i th

Shabbir A. junjua (Banque t Manager )

Madam Saira I f t ikhar (Manager Marke t i ng & pub l i c Re la t i on )

Asim Jamil (Sen io r Reg iona l Sa l e s Manager o f PC & Marr io t

Ho te l s )

Faisal Alv i (Reg iona l Sa l e s Manager o f Marr io t Ho te l s )

Zeeshan Haider (Reg iona l Sa l e s manager PC Ho te l s )

Imran Ahmad ( IT manager )

I am a l so ve ry apprec ia t i v e o f t he adv i ce , sugges t i ons and

c r i t i c i sm o f a l l t he peop l e r e la t ed t o t h i s t a sk . They p rov ided me

w i th t he i r suppor t , t he i r a f f e c t i on and t he i r w i sh f o r me t o be

f i rm ly f oo t ed on ear th and l ook ing con f i den t l y f o r s k i e s .

USMAN FIAZ


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EXEXTIVE SUMARY

Five star hotels plays a very important role when ever there is a foreign

people comes for festivals, visiting, business tours, etc. It also for the locals to

visit and enjoy. Over a period of years, it has now been proved that good

environmental hotels can contribute effectively towards the advancement and

prosperity of a country as a whole and by improving the hospitality when they

come and feel that they are the king. These, from the busy life whenever

people feel free themselves they want to take over their stress by going the

place where there will be an element of refreshment.

Pearl continental hotels has a solid foundation of 25 years in Pakistan,

with a network of 7 branches, 5 Pearl continental in Lahore, Faisalabad,

Rawalpindi, bore bund, Peshawar, and 2 Marriott in Karachi & Islamabad .

During my internship report, various methods of information collection

were adopted, which include interviewing senior officers of Pearl Continental,

journal, Internet and, more importantly, my own observation. My internship

report consists of introduction of study, which includes background of study,

purpose of study, scope of study, evaluation of hotels industry history,

services provided by PC’s and functions of different department. SWOT

analysis PEST and different strategies also done in this report.

Pearl Continental is a well reputed hotel industry in Pakistan. Its equity

position is very strong because of its good hospitality. It has a competitive

edge due to its more modern and convenience facilities such as, ATM, courier

services, exchange currency, Doctors, shopping centre, Rent a Car, Business


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Centre and other facilities. Now days it is consider as the most modern hotels

of the country.

Table of Contents

Organization Vision 7

Organization Mission 7

Purpose of Study 8

Scope of Study 8

Objective of study 9

Organization objectives & Goals 9

History of Pearl Continental 11

Pearl Continental An Overview 16

Product & Services 25

Marketing Strategies 38

Functional Department 52

SWOT Analysis 86

PEST Analysis PEST Analysis 89

Up Coming IT Projects 90

SWOT Of PCHL 92

Competitor Analysis 96

Suggestion & Recommendation 97

Conclusion 99


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Organization Vision:

To become the leading hotel industry in Pakistan.

ORGANIZATION MISSION:Every o rgan iza t ion has a comple te s ta tement o f the

o rgan iza t ion 's purpose-what i t wan ts to accompl i sh in the

la rger env i ronment . A c lear m iss ion s ta tement ac ts as an

" inv is ib le hand" t ha t gu ides peop le in the o rgan iza t ion so

tha t they can work independent l y and ye t co l lec t i ve ly toward

overa l l o rgan iza t iona l goa ls . Organ iza t ions have de f ined

the i r bus inesses in se rv ice te rms o r in techno log ica l te rms,

bu t the miss ion s ta tement shou ld be marke t o r ien ted , have a

rea l i s t i c approach , shou ld f i t t he marke t env i ronment ,

mot i va te and has gu idance by a v is ion .

The miss ion s ta tement o f the Pear l Con t inen ta l a lmos t

covers a l l aspec ts o f an e f fec t i ve miss ion s ta tement .

I ts Miss ion Statement can be def ined as:


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"Our Miss ion is to be the hote l recognized as leader

in the Industry in any aspect . We are commit ted to

Tra in & develop a l l our s ta f f members so that they

grow in the i r careers and prov ide serv ices &

s tandards, which exceed guest expectat ions" .

The ho te l i s t r y ing to ach ieve the i r bes t to a t t rac t new

cus tomers as we l l as ma in ta in the o ld ones . They be l ieve

tha t cus tomer sa t i s fac t ion p lays a ma jo r ro le in the success

o f the ho te ls . Th is m iss ion s ta tement descr ibes tha t they

want to ca tch max imum bus iness ou t o f the ex is t ing marke t

o f ho te ls . They shou ld t ry to have a pos i t ion a t the top leve l

in the marke t and make cer ta in a t tempts to ma in ta in tha t

pos t . A t Pear l Con t inen ta l every depar tment has de f ined i t s

m iss ion s ta tement separa te ly . Each d iv i s ion o f the ho te l l i ke

sa les & Marke t ing , Human Resource Deve lopment , Research

& Deve lopment . Food & Beverage , F ron t o f f i ce , Gus t

Re la t ions Depar tment e tc , has i t s own miss ion s ta tement .

The mot to of each miss ion s ta tement is :

Cus tomer Sa t i s fac t ion

To Ach ieve Max imum Bus iness ou t o f the Ex is t ing

Marke t

The ho te l i s runn ing w i th the he lp o f the miss ion s ta tement .

The management a lso dec ided tha t the s ta tement shou ld be

spec i f i c and a t ta inab le . I t shou ld se t ou t where , how and in

what marke ts the ho te l w i l l ac t , and i t shou ld descr ibe


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ach ievements tha t a re feas ib le . The miss ion o f the ho te l i s to

p rov ide exper t i se and serv ices to consumers and corpora te

cus tomers th roughout the g rea te r a rea .

Purpose of Study

The main purpose of my internship was to gain practical knowledge of

marketing sector. Pearl Continental is one of the strongest hotel industries in

the country due to its hospitality. I studied this hotel from marketing

perspective and learned about its different strategies with the industry.

Scope of Study

I was provided with the opportunity to work in sales, marketing and

reservation departments, so I got an overview of each of them. But my main

focus was on sales and marketing department. I focused my attentions on

handling of the customer and marinating the customer relationship with the

hotel.

Objective of Study

There were many objectives of my internship in PC Hotel Lahore.

Firstly, it is compulsory requirement of my degree. Secondly use my

theoretical knowledge in practical field. Thirdly gain some practical

experience. Fourthly, learn the culture sales and marketing sector and give

exposure to sales and marketing sector in order to test myself for the job.

Setting Organization Objectives & Goals

Every o rgan iza t ion has some de f ined ob jec t i ves and goa ls in

v i s ion because an o rgan iza t ion canno t meet a t the cus tomer

needs so marke t ing goa ls mus t be e lec t i ve .


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Marke t ing goa ls mus t a lso be opera t iona l and spec i f i c , tha t

i s use fu l fo r deve lop ing spec i f i c p lans , and because goa ls in

fac t commun ica te to emp loyees what there task and ro les

shou ld be . Because o f the ro le goa ls p lay in choos ing and

imp lement ing s t ra teg ies , they mus t be cons is ten t w i th rea l i t y

and w i th each o ther . Se t t ing una t ta inab le goa ls can cause

f rus t ra t ion and the misa l loca t ion o f company resources .

Goa ls o f the ho te l may a lso d i f fe r a t the same leve l o f the

h ie ra rchy .

Basic Goals And Objectives Of Pearl Continental

To a t ta in max imum bus iness ou t o f the ho te l i ndus t ry

To ma in ta in and add to i t s iden t i t y

To c rea te var ia t ion in se rv ices

The qua l i t y o f the serv ices mus t meet the expec ta t ion

o f the consumers

The s tandard o f se rv ices meets the expec ta t ions a t the

in te rna t iona l leve ls

To launch a new serv ice wh i le ho ld ing cos ts to a

m in imum

To c rea te awareness abou t a l l se rv ices among

consumers

Meet ing a l l the needs o f the consumers


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History of "Pearl Continental"

As Every body i s fami l ia r w i th the name o f Pear l

Con t inen ta l Ho te l . I t has a we l l - known and es tab l i shed

pos i t ion in the ho te l i ndus t ry .

Presen t l y , Hashwan i o r Hashoo Group owns i t . Th is

g roup has ma in ta ined and improved the pos i t ion o f Pear l

Con t inen ta l . In i t i a l l y , Pear l Con t inen ta l was s ta r ted w i th a

t i t l e o f PSL (Pak is tan Serv ice L im i ted) . An o rgan iza t ion


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named as In te rcon t inen ta l , wh ich was cons is ted o f P IA &

In te rcon t inen ta l ’ s g roup . A t tha t t ime, Hashoo Group had a

ma jo r share in In te rna t iona l Group and so they p layed an

in f luen t ia l ro le fo r the be t te rment o f Pak is tan Serv ices

L im i ted (PSL) In te rcon t inen ta l ' s management was g iven w i th

th is oppor tun i t y to opera te th is ho te l (PSL) on con t rac t bas is .

In 1967 , In te rcon t inen ta l was o f fe red w i th th is con t rac t to

manage the bus iness o f th i s ho te l . Pak is tan Serv ices L im i ted

PSL) had s ta r ted i t s bus iness w i th one n ine ty -e igh t rooms, &

two Res tauran ts a t Lahore . Dur ing th is per iod , Hashoo g roup

per fo rmed e f fec t i ve jobs fo r the deve lopment o f Pak is tan

Serv ices L im i ted (PSL) . As we know, tha t e ra o f s i x tees to

e igh tees cons iders be ing on e ra o f deve lopment and

p rogress . Inves tments were made on these p ro jec ts and the

compet i t i on and qua l i t y was improv ing day by day . Hashoo

g roup con t r ibu ted a lo t i n te rms o f t ime, exper ience and the i r

per fo rmance in o rder to deve lop in tegr i t y fo r Pak is tan

Serv ices L im i ted (PSL) . Wi th the passage o f t ime, they

ra ised the i r shares in th is ho te l . When, in 1985 , th is con t rac t

was exp i red , Hashoo g roup owned th is ho te l and renamed i t

as Pear l Con t inen ta l . AT th is t ime, th is was en t i re ly owned

by loca l g roups and no fo re ign o rgan iza t ion was invo lved .

Re fu rb ishment was he ld o f the p roper ty and e f fec t i ve s teps

were taken to fu r ther deve lop th is ho te l . So , in 1988 , the

founda t ion s tone was bu i ld fo r the ex tens ion o f the bu i ld ing .

Th is was a huge p ro jec t and requ i red a lo t o f superv is ion ,

management and f inance fo r the comple t ion o f th i s p ro jec t .


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F ina l l y , w i th the he lp o f management and cons t ruc t ion team,

th is p ro jec t was comple ted in February 1997 . Now, i t has two

e igh ty -seven rooms wh ich inc ludes De luxe rooms & Su i tes .

Res tauran ts a re named as , Marco po lo Cafe , Ta ipan ,

Bukhara , Dumpukht , Tha i ,Nad ia .Tea Lounge and Pav i l i on I ce

Café .


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The "New" Pearl Continental Hotel

Lahore

I f l oca t ion i s rea l l y the key to re ta i l success , Pear l

Con t inen ta l Ho te l Lahore o f fe rs na t iona l and in te rna t iona l

re ta i le rs jus t tha t .

Shops a re in d i f fe ren t s i zes and a re cen t ra l l y a i r

cond i t ioned w i th ind iv idua l con t ro ls . D isp lay w indows and

door cons is ts o f m in imum four beve led g lass panes w i th teak

wood mount ing . D isp lay w indows have un i fo rm ha logen

l i gh t ing . The ins ta l led gypsum board ce i l i ng i s p rov ided w i th

e lec t r i ca l power po in ts and can be mod i f ied accord ing to

d isp lay and decora t i ve needs .

E lec t r i c i t y i s be ing p rov ided w i th separa te mete r . The

Hote l ' s p r ime genera to r p lan t p rov ides 100% backup in case

o f power fa i lu re o r load shedd ing . Prepara t ion fo r Te lephone

connec t ions i s p rov ided , however the l i nes a re to be

ob ta ined by the tenan t .

Ho te l i s equ ipped w i th the la tes t techno logy in f i re

de tec t ion and a la rm sys tem. Spr ink le rs a re s tandard fea tu res

in a l l a reas . An exper ienced and fu l l f l edge secur i t y

depar tment i s look ing a f te r the in te res t o f a l l .


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Hote l opera tes a sma l l Ca fe on the Mezzan ine leve l fo r

the conven ience o f the re ta i le rs . A tea and co f fee mak ing

fac i l i t y i s a t the d isposa l o f the tenan ts on the Lawn leve l .

Separa te washrooms fo r the s ta f f a re p rov ided on the Lawn

leve l o f the Arcade as we l l .

An e f f i c ien t team is ready to p rov ide fu r ther in fo rmat ion and

to schedu le a p r i va te showing . The ongo ing Fes t i va ls , Food

Promot ions , Mus ica l even ts and Concer ts , Thea te r P lays and

Puppet Shows, a f ine mix tu re o f In te rna t iona l and Pak is tan i

o r ig in , make i t the

Cultural Centre of Lahore

Whether one wou ld l i ke to s t ro l l th rough the lush g reen

Gardens and s i t i n the gen t le shade o f t rees there o r have i t s

incen t i ve morn ing workou t there w i th co l leagues , f rom a

le isu re weekend, a board met ing , a ma jo r conven t ion , never

has there been a more versa t i l e venue as th is new Pear l

Con t inen ta l Ho te l Lahore .

Seven ty Bou t iques in the Pav i l i on , The Shopp ing Ma l l , c rown

f ina l l y th i s superb venue and make i t a C i t y w i th in a C i t y

where a l l shopp ing needs a re be ing taken care o f in th is

s ty l i sh and lav ish decora ted "C i t y Cent re " . Th is hus t le and

bus t le has c rea ted a f ine tuned a tmosphere o f soph is t i ca t ion

and e legance , ye t in fo rma l , on ly known in cen te rs such as

Par is , New York and London.


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Pav i l i on , the Hote l ' s Shopp ing Ma l l , cons is ts o f 70 shops in

d i f fe ren t s i zes , i s loca ted in the cen t re o f the Hote l , ad jacen t

to the A t r ium Lobby and a round the Hote l ' s Conven t ion

Cent re . Bo th , the Bou t iques and the Conven t ion Cent re a re

access ib le by the Hote l ' s Ma in En t rance as we l l as by the

purpose bu i l t Sou th En t rance ad jacen t to the park ing a rea

there .

Access i s a l l i n s i l ky wh i te g ran i te f l oo r ing and b lack g ran i te

wa l l s . Esca la to rs p rov ide access to the Foyer o f the

Conven t ion Cent re and Showcase Ga l le ry ' s ba lus t rade there ,

i s a g lass c rea t ion mounted on a sub t le combina t ion o f b rush

f in i shed s ta in less s tee l and a touch o f b rass .

The Ma l l co r r ido rs themse lves a re fu l l y ca rpe ted w i th teak

wood pane l ing , f i n i shed w i th Lap is Lazu l i i n lay . The Ma l l

s t re tches ou t over two leve ls l i ke Pav i l i ons , Greece look ing

co lumns and p i l l a rs , g ive the a rea a c lass ic look . The

Mezzan ine leve l has na tu ra l l i gh t p rov ided by the g lass roo f

o f the cor r ido rs there .

20 Showcases a re p laced a round the Mezzan ine Ga l le ry o f

the Foyer , f ramed w i th wh i te I ta l ian marb le co lumns, and

f in i shed w i th Lap is Lazu l i , comp le te th is magn i f i cen t new

c rea t ion .


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Pearl Continental - An Overview

=> ADDRESS

Pear l Cont inenta l Hote l

Shahrah-e- Qua id -e - Azam, P .O. Box 983 , Lahore -

54000 (Pak is tan)

Phone: (92) 042-6360210 UAN.111 505 505

Fax : (92) 042-6362760, 6364362

Te lex : 44877 - 44167 PEARL PK

Cab le : "PEARLCONT" Lahore .

For book ings , p lease ca l l Ex t . Conven t ions Depar tment

Reserva t ions wor ldw ide th rough Ute l l In te rna t iona l

=> LOCATION

Si tua ted on Shahrah-e -Qua id e Azam (The Ma l l ) ,

Oppos i te Governor House ,

10 Km f rom the Lahore In te rna t iona l A i rpor t ,

6 Km f rom the Ma in Ra i lway S ta t ion , and 1 .5 Km f rom

the ma in C i t y Bus iness Cent re .

=> ACCOMMODATION:

485 Grand rooms inc lud ing , 28 Bus iness Su i tes , 04

Execu t i ve Su i tes , 19 De luxe Su i tes , and 2 Pres iden t ia l

Su i tes . Room measure approx imate ly 450 sq . f t .

Fea tu r ing , Facs im i le mach ine , Da ta Por t , E lec t ron ic Key

Sys tem, E lec t ron ic in room Safe , M in i Bar , Sa fe ty

A la rm, F i re Spr ink le r Sys tem, Rad io and Te lev is ion w i th


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Sate l l i t e Channe ls , In House Mov ie Channe l , Bu t le r

Serv ice , Separa te G lazed Shower Compar tment , Ha i r

Dryers , Magn i fy ing Shav ing Mi r ro r , and D i rec t D ia l

Te lephone, Vo ice Ma i l .


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FACILITIES

Dining Faci l i t ies:

1 Macro Polo Cafe : Round the C lock , (Capac i t y 160

Seats )

2 Tai Pan: Ch inese Res tauran t fo r Lunch and D inner

(Capac i t y 88 Sea ts )

3 Nadia Tea Lounge : For H i Tea (Capac i t y 28 Sea ts )

4 Dumpukht : Roya l Mogu l Cu is ine fo r Lunch and d inner


5 Thai : Chine ’s Lunch and D inner . (Capac i t y 70 sea ts )

6 Bukhara: Open a i r Res tauran t fo r Barbecue D inner

(Capac i t y 150 Seats )

7 Muddy's P lace: Theme Res tauran t o f fe r ing Mex ican

cu is ine (Capac i t y 90 Sea ts )

8 The Employee Cafeter ia : I n emp loyee ca fe te r ia

se rv ices a re p rov ided to emp loyees .

9 Cyber Cafe : Under cons t ruc t ion .

10 Mexican S teak House : Under deve lopment .

11 The Club : Loca ted in Bus iness Cent re , fo r c lub

members on ly (Capac i t y 38 Sea ts )

12 Room Serv ice : Round The C lock

Business Centre

Round the C lock Bus iness Cent re cons is ts o f 2 Board Rooms

and 3 Of f i ces . For in o f f i ce d in ing fac i l i t i es , "The C lub"


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l oca ted in the Bus iness Cent re o f fe r ing d in ing fac i l i t i es fo r

38 persons . (For Members On ly , some t ime fo r o thers ) .


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Faci l i t ies

1 Fu l l y In tegra ted Computer Sys tem fo r Con fe rences

2 F l ip Char t

3 V ideo Screens

4 Photo Copy ing

5 Most Modern Aud io V isua l Ne twork

6 Fu l l Secre ta r ia l Serv ices

7 In te rna t iona l D ia l ing

8 E. Ma i l and In te rne t Access

Recreational Facil it ies

Separa te fac i l i t i es fo r lad ies and gen t lemen w i th S team

Sauna, Massage and Aerob ic .

A la rge tempera tu re con t ro l led sw imming poo l w i th

underwate r mus ic , combined w i th Amph i thea t re se t in

beau t i fu l l andscaped gardens .

Flood Light Tennis Court

Shopping Arcade

Loca ted a t Mezzan ine f loo r , cons is ts o f 68 shops , o f fe r ing

a w ide range f rom H igh Fash ion to Bukhara Carpe ts .

Parking

Park ing a rea i s loca ted a t the Sou thern end o f the bu i ld ing ,

p rov ides the park ing fac i l i t y fo r approx imate ly 850 cars .


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Currency Exchange

Cash ie r a t the recep t ion w i l l be p leased to conver t your

Fore ign Exchange in to Pak Rupees . P lease no te , They do no t

se l l fo re ign cur renc ies .

Doctor

Serv ices o f a doc to r a re ava i lab le round the c lock , th rough

recep t ion , fo r cus tomers and one d ispensary a re fo r

emp loyees .

Courier Service

Your u rgen t documents and parce ls can be rap id ly

d ispa tched wor ldw ide .

Access

Guests

The conven t ion Cent re and the Meet ing Rooms are loca ted

o f f the ma in lobby . Access i s th rough a spec ia l and separa te

en t rance o r v ia the A t r ium Lobby w i th a two-way esca la to r .

Goods


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The load ing dock i s loca ted in the basement ; Access to the

load ing dock i s on ly permi t ted fo r un load ing and load ing o f

veh ic les dur ing se tup and d ismant l ing o f the even t . Park ing

in th is a rea canno t be a l lowed.


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Conference & Banquet Facilities:

1 The Crysta l Ha l l , measur ing 11500 sq . f t . can be

d iv ided in two sec t ions by sound p roo f moveab le

par t i t i on , can accommodate 1350 gues ts in thea t r i ca l

s ty le .

2 The Emera ld Hal l , measur ing 5100 sq . f t can be

d iv ided in th ree sec t ions by sound p roo f moveab le

par t i t i ons , can accommodate 540 gues ts in thea t r i ca l

s ty le .

3 Pre Funct ion Area , measur ing 7600 sq . f t . can

accommodate 540 gues ts fo r recep t ion .

4 Kasmir Ha l l , measur ing 6500 sq . f t . can accommodate

350 gues t fo r recep t ion .

Shalimar Lawns:

Sha l imar Lawns a re idea l fo r open-a i r banquets ,

measur ing 16000 sq . f t w i th capac i t y fo r 1250 gues ts fo r

recep t ion .

WINGS

There a re two w ings in PC Lahore

Atr ium Wing (New Wing)

Mal l Wing (Old Wing)


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Available Equipment

Hote l has the fo l low ing aud iov isua l fac i l i t i es :

1 Video Pro ject ion System

2 Screens

3 Magee Board

4 Fl ip Char t

5 Laser Pointers

6 Overhead Pro jectors

7 Sl ide Pro jectors

8 Integrated P /A System

9 Data Por ts

10 Audio Record ing Equipments

Photographer

The Conven t ion depar tment can a r range fo r the ho te l

appo in ted pho tographer . Sub jec t to p r io r a r rangement

pho tographs taken dur ing the func t ions , can be de l i ve red

w i th in th ree hours .

Hospital i ty Desk

A hosp i ta l i t y desk can be p laced a t your d isposa l in the a rea

des igna ted to tha t e f fec t . They wou ld w ish fo r the fo l low ing

ru les to be fo l lowed by your personne l a t the hosp i ta l i t y

desk :

1 Proper a t t i re a t a l l t imes

2 No smoking, dr ink ing or eat ing


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3 Not engaging in any act iv i ty fore ign to the i r duty

4 The pat tern of the d isp lay s igns needs pr ior

approval

Safes

The ho te l dec l ines a l l respons ib i l i t y fo r be long ings and

va luab les . Sa fe depos i t boxes a re ava i lab le a t the recep t ion

desk .

Credit

The ho te l fo r the se t t lement o f ho te l b i l l s accep ts the

fo l low ing c red i t ca rds .

1 Amer ican Express

2 Master Card

3 Visa Card

4 Diners Card

5 JCB

6 Habib Bank

7 Musl im Commerc ia l Bank

8 Unicard

The ho te l con t ro l le r mus t approve persona l cheques .

Hotel Registrat ion / Check In


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Hote l Reg is t ra t ion Cards a re handed over d i rec t l y to the

gues ts upon a r r i va l , wh ich has to be f i l l ed in comple te and

p resen ted a t the recep t ion desk o r a t the desk se t up fo r th i s

spec ia l purpose to ob ta in room keys . Ho te l expec ts to

rece ive de ta i led g roup naming l i s t one month p r io r to the

a r r i va l da te

.

Safety Regulat ions

1 Any acc iden t o r loss occur red to the exh ib i to r ' s

persona l s ta f f o r exh ib i t s w i l l be the exh ib i to r ' s own

respons ib i l i t y .

2 Exh ib i to rs w i l l comp ly w i th ho te l sa fe ty regu la t ions

spec i f i ca l l y in regard to f i re p roo f decora t ion o r

p ro tec t ion aga ins t e lec t r i ca l ma l func t ion .

3 Any ac t i v i t y th rea ten ing f i re sa fe ty s tandard o r damage

to the ho te l p roper ty w i l l be d iscouraged .

Restr ict ions

1. D isp lay o f s igns o r banner i s no t a l lowed w i th in a l l

pub l i c a reas o f the ho te l .

2 . Consumab le , i . e . Food and Beverage i tems, may no t be

b rough t in to the ho te l . Food and Beverage i tems cannot

be served to the exh ib i t boo ths .

3 . The exh ib i to r can on ly use the a rea p laced a t i t s

d isposa l and canno t be ex tended to the o ther pub l i c

a reas o f the ho te l .


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4. The exh ib i to r under takes to re tu rn the space in i t s

in i t i a l cond i t ion , any requ i rement regard ing se tup o r

d isp lay aga ins t the wa l l s mus t requ i re p r io r permiss ion

f rom Convent ions depar tment .

5 . The use o f na i l s , tack , s t i ckers e tc . i s p roh ib i ted .


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PRODUCT/SERVICE

Produc t i s any th ing tha t can be o f fe red to a marke t fo r

a t ten t ion , acqu is i t i on , use o r consumpt ion tha t m igh t sa t i s fy

a want o r need o f the person . I t i nc ludes phys ica l ob jects ,

serv ices , person, p laces , organizat ion and ideas .

Produc ts con ta in bo th tang ib le and in tang ib le components ,

p redominan t l y tangib le products are ca l led goods and

in tangib le products are ca l led the serv ices .

Serv ices a re the temporary p rov is ion o f a p roduc t o r the

per fo rmance o f an ac t i v i t y in tended to sa t i s fy ce r ta in needs

o f buyers . They can ava i l the serv ices bu t no t in genera l own

i t .

In our economy many o rgan iza t ions p rov ide serv ices l i ke

schoo ls , hosp i ta ls , banks , t ranspor ta t ion , ho te l se rv ices e tc .

Ho te ls p rov ide an in tang ib le serv ice fo r use o r en joyment ,

no t fo r the ownersh ip ; however they have the p roduc t jus t the

same.

Services of Pearl Continental:


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I n the ho te l i ndus t ry , Pear l Con t inen ta l has a comple te image

abou t i t s se rv ices . Pear l Con t inen ta l es tab l i shes a comple te

b rand name in the ho te l i ndus t ry . The serv ices o f these

ho te ls a re re la ted w i th the persons , p laces o r o rgan iza t ions

o r any combina t ion o f these .

Pear l Cont inenta l & Marr io t t ho te ls a re under the ownersh ip

o f Hashwan i ’ s g roup . The f i ve Pear l Con t inen ta l ho te ls a re

s i tua ted in Pak is tan 's fo remost bus iness . Th is ho te l has a

la rges t g roup o f f i ve s ta r ho te ls in the coun t ry . The ho te l

p rov ides the bes t se rv ices aga ins t i t s compet i to r . The ho te l

p rov ides serv ices up to twen ty - four hours a day .

There a re d i f fe ren t t ypes o f se rv ices tha t Pear l Con t inen ta l

p rov ides to i t s cus tomers . These serv ices a re g iven be low:

Dining Facilit ies

a. Marco Polo Cafe: Round the C lock , (Capac i t y 160

Seats )

b . Taipan: Ch inese Res tauran t fo r Lunch and D inner


c . Nadia Tea Lounge: For H i Tea (Capac i t y 28

Sea ts )

d . Dumpukht : Roya l Mogu l Cu is ine fo r Lunch and

d inner (Capac i t y 80 Sea ts )

e . Bukhara: Open a i r Res tauran t fo r Barbecue

D inner (Capac i t y 150 Seats )


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f . Thai : Chan ies Launch and D inner (capac i t y 75

sea ts )

g . Muddy’s P lace: Theme Res tauran t o f fe r ing

Mex ican cu is ine (Capac i t y 90 Sea ts )

h . The Club: Loca ted in Bus iness Cent re , fo r c lub

members on ly (Capac i t y 38 Sea ts )

i . Room Serv ice: Round the C lock

j . 7to11: Popu la r p r i ced res tauran t

k. Ice-Cream Parlor: Round The Clock

Business Centre

Round the C lock Bus iness Cent re cons is ts o f 2 Board Rooms

and 3 Of f i ces . For in o f f i ce d in ing fac i l i t i es , "The C lub"

loca ted in the Bus iness Cent re o f fe r ing d in ing fac i l i t i es fo r

38 persons . (For Members On ly )

Recreational Facil it ies

1 Separa te fac i l i t i es fo r lad ies and gen t lemen w i th

Jacuzz i , Sauna, Tenn is and Squash Cour ts .

2 A la rge tempera tu re con t ro l led sw imming poo l w i th

underwate r mus ic , combined w i th Amph i thea t re se t in

beau t i fu l l andscaped gardens .

Shopping Arcade


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Loca ted a t Mezzan ine f loo r , cons is ts o f 68 shops , o f fe r ing a

w ide range f rom H igh Fash ion to Bukhara Carpe ts .

Parking

Park ing a rea i s loca ted a t the Sou thern end o f the bu i ld ing ,

p rov ides the park ing fac i l i t y fo r approx imate ly 850 cars .

Currency Exchange

Cash ie r a t the recep t ion w i l l be p leased to conver t your

Fore ign Exchange in to Pak Rupees . P lease no te , They do no t

se l l fo re ign cur renc ies .

Doctor

Serv ices o f a doc to r a re ava i lab le round the c lock ,

th rough recep t ion .

Courier Service

Your u rgen t documents and parce ls can be rap id ly

d ispa tched wor ldw ide .

Access

Guest


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The conven t ion Cent re and the Meet ing Rooms are loca ted

o f f the ma in lobby . Access i s th rough a spec ia l and separa te

en t rance o r v ia the A t r ium Lobby w i th a two way esca la to r .

Goods

The load ing dock i s loca ted in the basement ; Access to the

load ing dock i s on ly permi t ted fo r un load ing and load ing o f

veh ic les dur ing se tup and d ismant l ing o f the even t . Park ing

in th is a rea canno t be a l lowed.

Conference & Banquet Facilities

1 The Crysta l Room , measur ing 11500 sq . f t . can be

d iv ided in two sec t ions by sound p roo f moveab le

par t i t i on ; can accommodate 1350 gues ts in thea t r i ca l

s ty le .

2 The Emera ld Meet ing Room, measur ing 5100 sq . f t can

be d iv ided in th ree sec t ions by sound p roo f moveab le

par t i t i ons ; can accommodate 540 gues ts in thea t r i ca l

s ty le .

3 Pre-Funct ion Area , measur ing 7600 sq . f t can

accommodate 540 gues ts fo r recep t ion

Shalimar Lawns


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Sha l imar Lawns Idea l fo r open a i r banquets , measur ing

16000 sq . f t w i th capac i t y fo r 1250 gues ts fo r recep t ion .

WINGS

There a re two w ings

1 Atr ium Wing (New Wing)

2 Mal l Wing (Old Wing)

Pastry Shop

A pas t ry shop i s a lso s i tua ted a t Pear l Con t inen ta l fo r

sweet , d i f fe ren t t ypes o f cakes & sp icy i tems.

Flower Shop

You can ge t d i f fe ren t t ypes o f f l owers to share your

p leasure a t d i f fe ren t occas ions .

Laundry/Dry Cleaning

I t p rov ides d ry c lean ing fac i l i t y no t on ly to the ho te l ’ s

gues ts bu t a lso to the ou ts iders .

Available Equipment

Hote l has the fo l low ing aud iov isua l fac i l i t i es :

1 Video Pro ject ion System

2 Screens

3 Magi Board

4 Fl ip Char t


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5 Laser Pointers

6 Overhead Pro jectors

7 Sl ide Pro jectors

8 Integrated P /A System

9 Date Base

10 Tape Record ing Equipments

Photographer

The Conven t ion depar tment can a r range fo r the ho te l

appo in ted pho tographer . Sub jec t to p r io r a r rangement

pho tographs taken dur ing the func t ions , can be de l i ve red

w i th in th ree hours .

Hospitality Desk

A hosp i ta l i t y desk can be p laced a t your d isposa l in the a rea

des igna ted to tha t e f fec t . We wou ld w ish fo r the fo l low ing

ru les to be fo l lowed by your personne l a t the hosp i ta l i t y

desk :

1 Proper a t t i re a t a l l t imes

2 No smok ing , d r ink ing o r ea t ing

3 Not engag ing , d r ink ing o r ea t ing

4 Not engag ing in any ac t i v i t y fo re ign to the i r du ty

5 The pa t te rn o f the d isp lay s igns needs p r io r approva l

Safes


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The ho te l dec l ines a l l respons ib i l i t y fo r be long ings and

va luab les . Sa fe depos i t boxes a re ava i lab le a t the recep t ion

desk .


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Credit

The ho te l fo r the se t t lement o f ho te l b i l l s accep ts the

fo l low ing c red i t ca rds .

1 Amer ican Express

2 Master Card

3 Visa Card

4 Diners Card

5 JCB

6 Habib Bank

7 Musl im Commerc ia l Bank

8 Unicard


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SERVICE CLASSIFICATIONS:

Serv ices a re re la ted w i th the in tang ib le p roduc ts and d i f fe r

f rom the tang ib le p roduc ts . Serv ices a re c lass i f i ed in to the

d i f fe ren t g roups . C lass i f i ca t ion i s impor tan t i t g i ves us a

g rea t unders tand ing o f the va lues tha t we p rov ide to our

cus tomers . Th is unders tand ing abou t ca lc i f i ca t ion o f se rv ices

p rov ides the ins igh t needed to c rea te e f fec t i ve marke t ing

s t ra teg ies .

Pear l Cont inenta l has c lass i f i ed i t s se rv ices on

1 Prof i t Object ive

2 Customer Type

3 Labor and Equipment needs

4 Customer Contact

Profit Objective

A ma jo r d is t inc t ion among serv ice p rov iders i s whe ther o r no t

they seek f inanc ia l p ro f i t . Ho te l i ndus t ry makes s t ra teg ic

marke t ing dec is ions based on po ten t ia l re tu rn on inves tment .

The bas ic purpose o f Pear l Con t inen ta l i n the ho te l

i ndus t ry i s to ach ieve max imum pro f i t ou t o f the bus iness .

The loca t ion , se rv ices , equ ipment and ta rge t po ten t ia l g roups

o f the ho te l a re a l l chosen w i th an eye to mak ing a p ro f i t .


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Consumer Type

Serv ice f i rms have bo th consumers and o rgan iza t iona l

cus tomers . The serv ices a re iden t i ca l i n some cases , bu t

d i f fe ren t marke t ing s t ra teg ies a re requ i red fo r the d i f fe ren t

t ype o f cus tomers .

Pear l Con t inen ta l has two types o f c l i en ts ;

1 The Regular Corporate Cl ient

2 The Genera l C l ient .

The seven ty f i ve percen t (75%) o f the ho te l ' s bus iness i s

depend on the corporate c l ient . Many la rge o rgan iza t ions

have a con tac t w i th the ho te l and the i r c l i en ts regu la r l y ava i l

the serv ices o f the ho te l . Seven ty percen t (70%) o f the

tour i s ts a re regu la r co rpora te c l ien t o f the ho te l . They come

here and ava i l the serv ices fo r the bus iness purposes o r fo r

rec rea t ion . There i s ano ther t ype o f cus tomers tha t i s the

genera l c l i en ts o f the ho te l . These cus tomers come here fo r

the rec rea t ion . So the ho te l has a d i f fe ren t marke t ing

s t ra teg ies fo r the corpora te c l ien t and d i f fe ren t fo r the

genera l c l i en t .

Labor Based Services

Labor -based serv ices a re those serv ices tha t a re de l i ve red

by the peop le and a re p r imar i l y concerned w i th the ac t i v i t i es

o f the peop le .


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Pear l Con t inen ta l p rov ides serv ices to i t s cus tomers d i rec t l y

th rough the peop le . They have a d i rec t marke t ing w i th the i r

cus tomers . They send the i r personne l in d i f fe ren t

o rgan iza t ions and they g ive them in fo rmat ion abou t the new

serv ice .

Equipment Based Service

Equ ipment based serv ices a re those tha t a re de l i ve red by

equ ipment Pear l Con t inen ta l a lso use the equ ipment based

serv ices . They in fo rm the cus tomers abou t the serv ices

th rough te lephone, fax , E - ma i l , compute rs e tc .


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PRICES OF PEARL CONTINENTAL:

As we know tha t Pear l Con t inen ta l Lahore has cons t ruc ted

i t s new w ing wh ich genera tes an excess capac i t y fo r rooms.

Prev ious ly Pear l Con t inen ta l had approx imate ly two hundred

rooms wh ich have been inc reased by approx imate ly f i ve

hundreds w i th the cons t ruc t ion o f new w ing .

Fo l low ing a re the some pr i ces concern ing the room ra tes o f

the o ld & new w ing o f Pear l Con t inen ta l .

The p r i ces o f o ld w ing a re d i f fe red by Rs .700 to Rs .800 w i th

the p r i ces o f new w ing :

CLIENT CATEGORY CHARGES

Rack c l ien ts Rs .7000- Rs .8500

Commerc ia l c l i en ts Rs .5200- Rs .6000

Corpora te c l ien ts Rs .4000- Rs .4600

Pre fe r red c l ien ts Rs .4000


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TARIFF:

Atrium Wing

S ing le Rs .8500

Twin o r Doub le Rs .9500

Bus iness Su i te

Rs .12000

Stud io

Rs .12000

De luxe Su i te

Rs .18000

Pres iden t ia l Su i te

Rs .35000

Mall Wing

Sing le Rs .7000

Twin o r Doub le Rs .8000

S tandard Su i te Rs .12000

Execu t i ve Su i te Rs .15000


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MARKETING STRATEGIES

This concept includes

Strategic Planning

Organization’s Mission

Marketing Process

Market Segmentation

Market Positioning

STRATEGIC PLANNING:

“The process of deve loping and mainta in ing a s t ra teg ic

f i t between the organizat ion 's goals and capabi l i t ies and

i ts changing market ing opportuni t ies .”

I t re l ies on deve lop ing a c lear m iss ion suppor t ing ob jec t i ves ,

a sound bus iness por t fo l io , and coord ina ted func t iona l

s t ra teg ies . As we know tha t Pear l Con t inen ta l has a s t rong

image among f i ve s ta r ho te ls and has an es tab l i shed name in

the ho te l i ndus t ry . Pear l Con t inen ta l has an e f fec t i ve

s t ra teg ic p lann ing a t i t s cen t ra l i zed and decen t ra l i zed leve ls .

I t has de f ined i t s goa ls and ob jec t i ves a t every leve l and

t r ies to compete w i th the chang ing marke t ing oppor tun i t ies .


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The s t ra teg ic p lann ing o f the ho te l i s tu rned in to de ta i led

suppor t ing ob jec t i ves tha t gu ide the who le ho te l . Each

separa te d iv i s ion o f the ho te l dec ides what por t fo l io o f

bus inesses and serv ices i s bes t fo r the ho te l and how much

suppor t to g ive each separa te d iv i s ion . Each separa te

d iv i s ion and serv ice ra te mus t deve lop de ta i led marke t ing

and o ther depar tmenta l p lans tha t suppor t the w ide p lan o f

the ho te l .

The e f fec t i ve s t ra teg ic p lann ing o r ig ina tes :

Customer Sat is fact ion

Innovat ion ,

Var ia t ion of Serv ices

Prov is ion of Peacefu l & At t ract ive Envi ronment

Due to th is s t rong s t ra teg ic p lann ing Pear l Con t inen ta l has

ach ieved a g rea t name & image in the ho te l i ndus t ry . The

p lann ing and con t ro l o f f i ce r o f the ho te l i nvo lves in a l l t ype

o f s t ra teg ic p lann ing and look ing a t wha t has happened in

the pas t and fo recas t ing what i s l i ke ly to happen in the

fu tu re :

To the Hote l

To i ts Compet i tors

To the Market

The ho te l has bes t s t ra teg ic p lann ing wh ich invo lves the

ho te l ' s per fo rmance and o f cond i t ions in the marke t p lace .


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Among a l l these cond i t ions invo lves the needs and wants o f

consumers and the ac t i v i t i es o f compet i to rs to sa t i s fy them.

Forecas t ing phase i s the impor tan t aspec t o f the s t ra teg ic

p lann ing p rocess in th is ho te l . Forecas t ing o f the ho te l

depends on a l l the fu tu re cond i t ions p rov ided by the ho te l .

Goa ls a re very impor tan t fo r every o rgan iza t ion . The nex t

s tep o f s t ra teg ic p lann ing p rocess i s the goa l se t t ing . Th is i s

no easy task . The manager o f the ho te l mus t se lec t f rom a

la rge number o f a l te rna t i ves and con f l i c t ing goa ls those w i l l

mos t e f fec t i ve ly gu ide the ho te l ' s e f fo r t . The marke t ing

concep t sugges ts tha t the overa l l goa l o f a ho te l shou ld be to

sa t i s fy consumer needs a t a p ro f i t .

The ho te l i nvo lves i ssues o f o rgan iza t ion and schedu l ing fo r

the imp lementa t ion o f the s t ra teg ic p lann ing . A l l the

managers in the ho te l a re dec is ion makers . They mus t

imp lementa l a l l t he s teps o f p lann ing .

THE MARKETING PROCESS:

The marke t ing p rocess in f luences the o rgan iza t ion marke t ing

s t ra tegy . There a re four s teps in the marke t ing p rocess

Analyz ing Market ing Opportuni t ies

Select ing Target Market

Developing the Market ing mix

Managing the market e f for t

Analyzing Marketing Opportunities:


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I n the marke t ing p rocess the f i r s t s tep i s to ana lyze the long-

run oppor tun i t ies in the marke t fo r improv ing i t s per fo rmance

as bus iness d iv i s ion .

Pear l Con t inen ta l keeps i t s v iew on a l l the oppor tun i t ies o f

marke t . Th is ana lys is i s ve ry necessary fo r p rov id ing be t te r

se rv ices to the i r cus tomers .

Selecting Target Markets:

For se lec t ing ta rge ts marke ts , marke t ing management faces

two ma jo r t ypes o f p rob lems.

(1 ) How to se lect a speci f ic market or markets

(2 ) How to approach that market

The se lec t ion o f the o rgan iza t ion 's ta rge t marke t and the

c rea t ion and ma in tenance o f a marke t ing mix tha t sa t i s f ies

the marke t ' s needs fo r a spec i f i c se rv ice i s no t an easy task .

Pear l Con t inen ta l somet imes de f ines the to ta l marke t fo r a

par t i cu la r se rv ice as i t s ta rge t marke t . When ho te l se lec t i t s

ta rge t marke t fo r food and beverage , the who le marke t l i ke

ch i ld ren , young , o ld a re invo lved in i t . When th is ho te l tak ing

ta rge t marke t ing to the ex t reme, i t m igh t choose to t rea t

every cus tomer as an ind iv idua l marke t segments . P .C a lso

ta rge ts the corpora te c l ien ts o f mu l t ina t iona l o rgan iza t ion


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l i ke , P IA , Nes t le , Serv ice Indus t r ies , Packages , IC I , Koh inoor

Group e tc .

Developing the Marketing Mix

The marke t ing mix cons is ts o f every th ing ; the f i rm can do to

in f luence the demand fo r i t s p roduc ts . The many poss ib i l i t i es

can be co l lec ted in to four g roups o f va r iab les knows as the

four Ps : P roduc t / se rv ice , p r i ce , P lace and p romot ion .

Pear l Con t inen ta l deve loped a very e f fec t i ve marke t ing mix

s t ra tegy fo r i t s ho te l .

Managing the Marketing Effort

Marke t ing e f fo r t i s the las t s tep in the marke t ing p rocess .

Th is p rocess invo lves four marke t ing management func t ions-

ana lys is , p lann ing , imp lementa t ion and con t ro l .

Pear l Con t inen ta l works accord ing to a l l these ac t i v i t i es . Th is

ho te l f i r s t deve lops overa l l s t ra teg ic p lans . Then th rough

imp lementa t ion , the ho te l tu rns the s t ra teg ic and marke t ing

p lans in to ac t ions tha t w i l l ach ieve the ho te l ob jec t i ves . The

ta rge t aud ience who work ins ide o r ou ts ide the ho te l

imp lements these p lans .

MARKET SEGMENTATION:


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The Marke t segmenta t ion i s “The process of d iv id ing a

large market in to smal ler segments of consumers or

organizat ions that are s imi lar character is t ics , behavior ,

wants or needs” .

Each o f these marke t ing segments can then be ta rge ted

us ing var ia t ions o f the marke t ing mix . Marke t segmenta t ion

d iv ides the d is t inc t g roup o f buyers w i th d i f fe ren t needs . In

marke t segmenta t ion each ind iv idua l has d i f fe ren t need fo r

d i f fe ren t th ings .

Pear l Con t inen ta l does no t see jus t one b ig marke t fo r i t s

ho te l . Ye t everyone has to come here , bu t ho te l management

knows tha t no t everyone has same need in i t s ho te l . Some

peop le come here fo r a t tend ing meet ing they a re the regu la r

co rpora te c l ien t o f the ho te l and a re the regu la r cus tomers ,

some as tour i s ts , some peop le come here fo r a t tend ing

func t ions , and some spend the i r l e i su re t ime here . So when

d i f fe ren t peop le come in th is ho te l , they have d i f fe ren t needs

w i th s im i la r charac te r i s t i cs . So the ho te l d iv ides i t s who le

ta rge t marke t in to d i f fe ren t segments .

Segmentation in Consumer Markets

There i s no s ing le way to segment a marke t . A marke te r has

to t r y d i f fe ren t segmenta t ion var iab les , a long and in

combina t ion , to f i nd the bes t way to v iew the marke t


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s t ruc tu re . Consumer marke t i s d iv ided in to d i f fe ren t spec i f i c

va r iab les . These segmenta t ion inc lude d i f fe ren t va r iab les .

These inc lude :

Geographic

Demographic

Psychograph

Behaviora l Var iab les

Geographic Segmentation

When marke te rs de f ine the i r segments accord ing to where

they w i l l marke t they a re us ing geograph ic segmenta t ion .

Wi th geograph ic segmenta t ion you can iden t i f y one o r more

coun t r ies , reg ions , s ta tes , c i t i es , and commun i t ies ’ even

ind iv idua l b locks , to d iv ide the consumer marke t in to

mean ing fu l subse ts .

Pear l Con t inen ta l d iv ides i t s to ta l marke t accord ing to

geograph ic segmenta t ion .

Pear l Con t inen ta l has i t s ou t lays in d i f fe ren t c i t i es o f the

coun t ry . Hence accord ing to geograph ic segmenta t ion in

each ou t lay serv ices a re d i f fe ren t . Peop le have d i f fe ren t

needs in d i f fe ren t reg ions . Th is ho te l emphas izes the r igh t

se rv ices in the r igh t geograph ica l a rea a t the r igh t t ime.

Demographic Segmentation

Demograph ic segmenta t ion cons is ts o f d iv id ing the marke t

in to g roups based on var iab les such as age , gender , fami l y


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s ize , fami l y l i f e cyc le , income, occupa t ion , educa t ion ,

re l ig ion , race and na t iona l i t y . Demograph ic fac to rs a re the

mos t popu la r bases fo r segment ing consumer g roups . One

reason i s tha t wan ts and usage ra tes a re d i f fe ren t accord ing

to the d i f fe ren t demograph ic fac to rs . For each demograph ic

va r iab le serv ices a re d i f fe ren t Pear l Con t inen ta l a lso d iv ide

i t s marke t accord ing to the demograph ic segmenta t ion . In

th is ho te l , se rv ices d i f fe r , accord ing to the age , sex , race ,

re l ig ion , mar i ta l s ta tus e tc . Peop le be long to d i f fe ren t age

g roup has d i f fe ren t needs .

Serv ices o f the ho te l d i f fe r accord ing to the gender

d i f fe ren t ia t ion . S im i la r l y a l l o ther va r iab les a re a lso very

impor tan t . Many serv ices can be na tu ra l l y and rea l i s t i ca l l y

ta rge ted fo r segments de f ine by d i f fe ren t demograph ic

va r iab les .

Psychographic Segmentation

Psychograph ic segmenta t ion d iv ides buyers in to d i f fe ren t

g roups based on soc ia l c lass , l i f es ty les , ac t i v i t i es , op in ions ,

be l ie fs and persona l i t y charac te r i s t i cs . Peop le in the same

demograph ic g roup can have a very d i f fe ren t Psychograph ic

g roup . A Psychograph ic d imens ion can be used by i t se l f to

segment a marke t , o r i t can be combined w i th o ther t ypes o f

segmenta t ion var iab les . In Pear l Con t inen ta l Psychograph ic

segmenta t ion i s ve ry necessary . Soc ia l c lass i s one o f the

bas ic charac te r i s t i cs o f Psychograph ic segmenta t ion . In th is

ho te l many serv ices be long to spec i f i c soc ia l c lass .


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For example Pear l Con t inen ta l o f fe rs "The Club" f ac i l i t y ,

P rov ided in bus iness cen t re . Th is fac i l i t y i s ava i led on ly by

the bus iness c lass .

Hote l a lso p rov ides d i f fe ren t fac i l i t i es accord ing to the l i f e

s ty le o f the peop le . Ho te l P rov ide " Dumpukht" res tauran t

accord ing to the Roya l Mogu l s ty le . So peop le w i th th is

l i f es ty le ava i l th i s se rv ice o f the ho te l . D i f fe ren t peop le have

d i f fe ren t image abou t the serv ices p rov ided by ho te l . Hence

Psychograph ic segmenta t ion i s ve ry necessary in consumer

marke t .

Behavioral Issues

When marke te rs use peop le ' s behav io r toward serv ice to

segment the marke t , they a re p rac t i c ing behav io ra l

segmenta t ion . Behav io ra l va r iab les inc lude p roduc t / se rv ice

usage , consumer needs fo r ce r ta in bene f i t s , p r i ce sens i t i v i t y ,

b rand loya l t y and d i f fe ren t o ther charac te r i s t i cs .

A l l o f the above behav io ra l i ssues a re app l ied in Pear l

Con t inen ta l . Mos t o f the consumers a re loya l and sens i t i ve

abou t the i r ho te l .

Hence we see tha t Pear l Con t inen ta l d iv ide i t s consumer

marke t in to d i f fe ren t segments accord ing to the geograph ic ,

demograph ic , psychograph ic and behav io ra l va r iab les .


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Selecting Market Segments

An organ iza t ion can adop t one o f th ree marke t coverage

s t ra teg ies . These s t ra teg ies a re

Undi f ferent ia ted Market ing

Di f ferent ia ted Market ing

Concentra ted Market ing

Undifferentiated Marketing

At one ex t reme is und i f fe ren t ia ted marke t ing in wh ich the

o rgan iza t ion o f fe r on ly one serv ice /p roduc t . In

und i f fe ren t ia ted marke t ing s t ra tegy , a f i rm migh t dec ide to

ignore marke t segment d i f fe rences and go a f te r the who le

marke t w i th one o f fe r . The o f fe r w i l l f ocus on what i s

common in the needs o f consumers ra ther than on what i s

d i f fe ren t .

Differentiated Marketing

I n the d i f fe ren t ia ted marke t ing , compan ies o f fe rs many

serv ices o r se rv ice var ia t ions a imed a t spec i f i c marke t

segments , us ing var ious marke t ing mixes . These

o rgan iza t ions a re s t i l l a t tempt ing to sa t i s fy a la rge p ropor t ion

o f the to ta l marke t , bu t ins tead o f do ing i t w i th one serv ice

o f fe red one way , they marke t a w ide var ie ty o f se rv ices

des igned to appea l to we l l de f ined subgroups o f the who le .


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Concentrated Marketing

Concent ra ted marke t ing wh ich ta rge ts a s ing le marke t

segment w i th a s ing le p roduc t /se rv ice o r c l imate l i ne o f

p roduc ts /serv ices . There are two bas ic reason that

organizat ion choose th is s t ra tegy , e i the r the s t ruc tu re o f

the marke t makes the o ther approaches imprac t i ca l , o r the

o rgan iza t ion does no t have the resources to pursue the o ther

s t ra teg ies .

Among a l l these th ree ta rge t marke t op t ions Pear l

Cont inenta l one of the largest hote l adopts Di f ferent ia ted

Market ing . As we see tha t in d i f fe ren t ia ted marke t ing

s t ra tegy a f i rm dec ides to ta rge t severa l marke t segments

and des igns separa te o f fe r fo r each . Th is i s a t rue case in

Pear l Con t inen ta l ho te l . Because th is ho te l p rov ides severa l

marke t segments fo r the i r ta rge t consumers . Th is ho te l

p rov ides many serv ices l i ke res tauran ts , banquet and

con fe rence ha l l s , spor ts c lub , shopp ing ma l l , sw imming ,

bus iness cen t re e tc . Each serv ice in th is ho te l has i t s own

p romot iona l p rogram des igned fo r i t s own marke t . The ho te l

i s s t i l l a t tempt ing to sa t i s fy a la rge p ropor t ion o f the to ta l

marke t . Accord ing to th is marke t ing s t ra tegy ho te l c rea te

d i f fe ren t new serv ices to the i r consumers .

MARKET POSITIONING:

Marke t pos i t i on ing i s a r rang ing fo r a se rv ice to occupy a

c lear , d is t inc t i ve and des i rab le p lace in the minds o f ta rge t


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consumers re la t i ve to compet ing serv ices . In th is way

consumers on impor tan t a t t r ibu tes de f ine the serv ices . The

management o f Pear l Con t inen ta l p lans pos i t ions tha t

d is t ingu ish the i r se rv ices f rom compet i to r ' s se rv ices . The

ho te l compares i t s se rv ices to those o f va r ious compet i to rs

and conc ludes tha t they p rov ide max imum sa t i s fac t ion to

the i r consumers .

To make g rea t pos i t i on in the ho te l i ndus t ry , the ho te l f i r s t

i den t i f i es poss ib le compet i t i ve advan tages abou t i t s se rv ices .

To ga in th is compet i t i ve advan tage , the ho te l mus t o f fe r

g rea te r va lue to choose ta rge t segments , e i the r by charg ing

lower p r i ces than compet i to rs do o r by o f fe r ing more bene f i t s

to jus t i f y p r i ces .

Once th is ho te l has chosen a des i red pos i t ion , i t mus t take

s t rong s teps to de l i ve r and communica te tha t pos i t i on to

ta rge t consumers .

Positioning Strategies

Marke te rs can fo l low severa l , pos i t i on ing s t ra teg ies . These

pos i t ion ing s t ra teg ies aga ins t a compet i to r a re :

Product /Serv ice At t r ibutes

Usage Occasions

Users


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Product/Services Attributes

I n th is pos i t ion ing s t ra tegy o rgan iza t ion can pos i t ion the i r

se rv ices on spec i f i c a t t r ibu te . There a re cer ta in spec i f i c

a t t r ibu tes in each serv ice . Wi th the he lp o f th i s pos i t ion ing

Pear l Con t inen ta l has ach ieved a s t rong pos i t ion in the ho te l

i ndus t ry .

Usage occasions

Usage occas ions a re very impor tan t to make s t rong pos i t ion

in any f ie ld . In Pear l Con t inen ta l usage occas ions a re very

impor tan t . The ho te l can be pos i t ioned accord ing to these

usage occas ions . The ho te l o f fe red d i f fe ren t packages in

d i f fe ren t occas ions and in d i f fe ren t seasons .

Users

I t i s ano ther approach to pos i t ion the serv ice fo r ce r ta in

c lasses . Th is ho te l has improved i t s pos i t i on by p rov id ing

d i f fe ren t se rv ices to d i f fe ren t users .

The ho te l has a lso made i t s pos i t i on d i rec t l y aga ins t i t s

compet i to r . Th is ho te l uses a combina t ion o f a l l t hese

pos i t ion ing s t ra teg ies .


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FIELD OF ACTIVITIES

FACILITIES AND SERVICES

"Whatever our in terest we are never for f rom i t" .

Bui ld ing an image i s a lways eas ie r than ma in ta in ing i t . Pear l

Con t inen ta l has a g loba l repu ta t ion o f be ing one o f the f ines t

ho te ls in the wor ld . They take g rea t ca re to up ho lds the

in tegr i t y o f tha t s ta tement , w i th each new es tab l i shment .

The i r ho te ls a lways have more than the s tandard requ i rement

fo r a f i ve s ta r ho te l . The regu la r ex te r io r , e legan t decor ,

sub t leness o f tas te and so much more .

The beau ty o f Pear l Con t inen ta l beg ins w i th the ex te r io r o f

the p remises , when we en te r the ho te l l obby ; the f loo r i s

made o f g lazed b rown marb le and we l l ca rpe ted . In the

bes ide o f huge lobby i s a recep t ion coun te r . A b lack g lass i s

bes ides the recep t ion , wh i le in f ron t o f i t a co r r ido r l i ke he l l

s t ree t can be seen , where some shops , o f f i ces o f A i r l i nes

(S ingapore , Tha i , Japan) bank , beau ty par lo r a re there ,

su r rounded by na tu ra l p lan ts , where we f ind a h igh ly t ra ined

s ta f f w i th the i r smi l ing and we lcoming faces .

A h igh ly p ro fess iona l sec re ta r ia l s ta f f i s ava i lab le fo r

sec re ta r ia l se rv ices fo r the gues ts t yp ing and o ther o f f i c ia l

works . In te rna t iona l fax and te lex w i th modern a re a lso

ava i lab le . To park the gues ts cars , a spec ia l va le t s ta f f i s


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h i red , g iv ing the i r we lcoming a t t i t ude and p leasan t

appearance

Guest Services

Crad le o f Pear l Con t inen ta l i s open fo r Na t iona l and

In te rna t iona l tou r i s ts a t any conven ien t t ime. We l l -d ressed

and smi l ing faces s ta f f a lways we lcome hear ted ly and t rea ted

and accommodate honour ly . The max ims o f th i s ho te l

express in fo rm o f good management and behave we l l .

They can p roud ly say tha t the re i s one th ing tha t o ther ho te ls

hare and we don ' t . Smal l rooms the on ly k inds they have a re

la rge , la rger and la rges t . A l l fu rn ished w i th impeccab le tas te

and w i th one ob jec t i ve in m ind , tha t be ing the comfor t o r our

gues ts .

No wonder some peop le make the i r rooms the i r permanent

home.


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FUNCTIONAL DEPARTMENTSPear l Con t inen ta l Ho te l i s one o f the bes t ho te l o f Pak is tan .

A l l c red i t goes to the func t iona l dep t . o f ho te l , whose

ded ica t ion and dex te r i t y has been the one v i ta l source o f

success o f th i s ven tu re . Some ma jo r depar tments and the i r

func t ion a re d iscussed , namely

Personnel depar tment

Front o f f ice depar tment

Publ ic re la t ions depar tment

Market ing depar tment

Purchasing depar tment

Cost / Inventory contro l ler depar tment

Account depar tment

House keeping depar tment

Secur i ty depar tment

Engineer ing depar tment

The Pr iv i lege Club


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Restaurants

IT depar tment

PERSONNEL DEPARTMENT

I f o resee a b r igh te r fu tu re fo r the ho te l i ndus t ry and I am

de te rmined tha t Pear l Con t inen ta l Ho te l w i l l p lay a v i ta l ro le

in p romot ion o f tou r i sm in Pak is tan . I can accura te ly s ta te

tha t any o rgan iza t ion , wh ich runs exce l len t l y , i s due to

cons t i tu ted body . So in th is respec t personne l depar tment

p lays bas ic and e f fec t i ve ro le in opera t ion o f any ins t i tu t ion .

The ma jo r ro le o f th i s depar tment i s perhaps , more

accura te ly conveyed by the te rm Human Resources

Depar tment . A t Pear l Con t inen ta l Ho te l , th i s inc lude ,

Recru i tment and Select ion

Tra in ing and pract ice

Employees benef i t schemes

Salary & payro l l f ixa t ion

Employee’s mat ters

Terminat ion and turn over

Per formance appra isa l

FRONT OFFICE DEPARTMENT


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Fron t o f f i ce has f i r s t impress ion on numerous cus tomers .

The i r ro le i s ve ry sens i t i ve tha t cus tomers a re sa t i s f ied . In

Pear l Con t inen ta l Ho te l f ron t o f f i ce i s d iv ided in four

sec t ions .

1. Recept ion Counter

2 . Reservat ion Counter

3 . Restaurant cashier counter

4 . Concierge

Reception Counter

Recept ion per fo rms fo l low ing func t ions :

In fo rmat ion to cus tomers .

Te lephone in fo rmat ion .

Contac t w i th the rooms.

Scro l l i ng reg is te r .

Prepara t ion o f key cards .

Make up ca l l s .

Room keys hand l ing .

Reservation Counter

Reserva t ions th rough te lephone

Reserva t ion th rough faxes & te lex

Reserva t ion con f i rmat ion

Reserva t ion chang ing

Reserva t ion Cance l la t ion

Reserva t ion f ina l i za t ion

Reserva t ion th rough sa les


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Hote l - to -Hote l Reserva t ion

Conf i rmed th rough te lex

Group hand l ing sa les

Ai rpor t p ick & d rop serv ice a r rangements

Reserva t ion cor respondence f i l l i ng

Prepara t ion o f reserva t ion s l ips

Gues t ’ s a l lo tment

Room check ing

Restaurant Cashier

Record ing b i l l s .

Mea ls record ing o f in house gues ts .

Mak ing b i l l s .

B i l l s t rans fe r r ing .

Feed ing in compute r .

Outs ider ' s gues t cash co l lec t ion .

Cash t rans fe r to genera l cash ie r .

Front Office Report

Fo l low ing o f f i ce repor ts ma in ta ined by F ron t o f f i ce :

1 . Mak ing b i l l s o f d i f fe ren t se rv ices

2 . Depar tmenta l repor ts

3 . F ron t o f f i ce cash repor t

4 . Summary o f sa les repor t

Concierge


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I n Pear l Con t inen ta l Ho te l gues t a re no t on ly t rea ted

th rough accommodat ion and d inn ing bu t a lso a par t ing

d i f fe ren t se rv ices l i ke :

Room Serv ice d ry c lean ing fac i l i t i es

Room serv ice i ron fac i l i t i es

Pos ta l se rv ice

Apar t ing serv ice

Be l lboy par t l uggage serv ice

prov id ing d i f fe ren t in fo rmat ion

Fi rs t A id

Guest Relation

Welcome to gues ts

Rece iv ing V . I .P 's Hear ted ly

Advance book ing record

Hand l ing misc . p rob lems

Room check ing

Proper ca rds (T ime)

Room serv ice

Business Centre

I t has d i rec t re la t ions to d i f fe ren t bus iness cen te rs . In -

house and o ther gues ts f ind a new and fu l l f l edged

round the c lock Bus iness Cente r , conven ien t l y loca ted

in the A t r ium Lobby , o f fe r ing fu l l sec re ta r ia l se rv ices .


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The p ro fess iona l and we l l - t ra ined s ta f f o f the Bus iness

Cente r i s p ro f i c ien t in the use o f compute rs and

comple te aud iov isua l fac i l i t i es , ava i lab le a t the d isposa l

o f gues ts . Two boardrooms and th ree p r i va te o f f i ces

complement the cen te r . The C lub , an exc lus ive d in ing

fac i l i t y in the Bus iness Cente r has been in t roduced to

p rov ide p r i vacy and recogn i t ion in a p r i va te C lub

ambience . I t fea tu res a Sam bonnet t ro l ley serv ice fo r

B reak fas t , Lunch , D inner and Snacks w i th a "Menu Du

Jour " a lso ava i lab le . The c lub i s open to members on ly .

Rent A Car

Pear l Con t inen ta l Ho te l p rov ide ren t a ca r se rv ice to the

tour i s ts . A separa te o f f i ce (coun te r ) i s g iven to th is

depar tment . Var ious func t ions p rov ided , these inc ludes :

1 . Renta l ca r a r rangements

2 . A i r por t p ick and d rop serv ice

3 . For Reserva t ion purposes

4 . Ma in ta in ing b i l l and fo rward ing to f ron t o f f i ce

MARKETING & PUBLIC RELATIONS

DEPARTMENT


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Hote l bus iness mos t l y depends on pub l i c re la t ions .

Management t r y to have pos i t i ve image in pub l i c , so

because o f th i s Pear l Con t inen ta l Ho te l ma in ta ins a

separa te good o f f i ce o f pub l i c re la t ions depar tment . Th is

depar tment per fo rms fo l low ing impor tan t func t ions :

Organiz ing adver t is ing companies

Conveying protocol on ar r iva l o f V IP 's

Publ ish ing pamphlets , bu l le t in

Organiz ing fest iva ls

Funct ions

Approach To Different Organizations

One th ing wh ich I observed keen ly in Pear l Con t inen ta l

Ho te l tha t they a re very in te res ted to have approach to

Na t iona l and In te rna t iona l Agenc ies / Organ iza t ion .

Some spec ia l de lega t ion and teams approach to them

and express the i r fac i l i t i es . Somet ime they g ive them

compl imenta ry lunch o r d inner o r any o ther g i f t e tc .

A l l these works a re con t ro l led by ,

1. Market ing of f ice

2 . Sa les of f ice

3 . Business Promot ion of f ice

Objectives


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1. To ma in ta in a pos i t i ve image in the med ia

2 . To s t reng then med ia re la t ions

3 . To be a par t o f impor tan t bus iness soc ia l , and spor ts

even ts in the c i t y

4 . To a r range soc ia l and cu l tu ra l even ts in the ho te l i n

co l labora t ion w i th o ther compan ies

5 . To par t i c ipa te in commun i ty re la t ions ac t i v i t i es

6 . To p romote ac t i v i t i es fo r Lad ies in the ho te l

7 . To p romote ac t i v i t i es fo r Ch i ld ren in the ho te l

8 . To p resen t p romot iona l mate r ia l o f good qua l i t y

9. Ef fec t i ve adver t i s ing

ACTION PLAN

To mainta in a posi t ive image in the media

- News Papers - Magaz ines

- Dawn - Hera ld


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- The News - She

- Nat ion - News l ine

- Jang - Fr iday t imes

- Nawa-e-waqt - Soc ia l Pages

- Khabra in - As ia T rave l News

- Pak is tan - Trave logue

- D in - Ho l iday Week ly

Se lec t a top ic fo r the re lease , wh ich shou ld h igh l igh t ho te l

se rv ices . We w i l l f ocus upon the fo l low ing :

Act ion P lan:

Safe ty Sys tems

Di f fe ren t ou t le ts o f the ho te l

Deta i l s o f decor in the ho te l

Par t i c ipa t ion in the p lan t and t ree p lan ta t ions

Measures adop ted fo r env i ronmenta l p ro tec t ion

High l igh t ing the p res t ig ious even ts tak ing p lace

Press re leases fo r cu l tu ra l even ts , in te rv iews o f a r t i s t s

and pos t func t ion coverage

With the permiss ion o f ce lebr i t i es s tay ing w i th us inv i te

med ia fo r exc lus ive in te rv iews

TO STRENGTHEN MEDIA RELATIONSHIP

Cal l upon impor tan t med ia persona l i t i es . 8 work ing hours w i l l

be a l loca ted every week , fo r th i s focus w i l l be on :


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- Te lev is ion - Newspapers

- Magaz ines

- Pub l i c re la t ion heads o f o ther impor tan t o rgan iza t ions

inc lud ing gov t . concerns

Act ion P lan:

Per iod ic en te r ta inment in the ho te l f rom t ime to t ime

Send b i r thday cakes to med ia persona l i t i es

Keep them pos ted abou t impor tan t even ts tak ing p lace

in the ho te l wh ich w i l l p rov ide them oppor tun i t y to cover

these even ts

To be par t o f important Business, Socia l & Spor ts events

in the Ci ty

Keep Track o f the even ts tak ing p lace in the c i t y . Be in touch

w i th the fo l low ing .

Act ion P lan:

I n te rna t iona l Women ’s C lub

Bus iness and p ro fess iona l women ’s c lub

Pak is tan women ’s o rgan iza t ion

Pun jab C lub

Lahore Gymkhana C lub

Serv ices C lub

Defence C lub

Mode l Town C lub

Lahore Po lo C lub


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Rai lway Gov t . C lub

Jang Cu l tu ra l Wing

Dawn, News, News Cu l tu ra l Sec t ion & Commerc ia l Wing

Alhamra Ar ts Counc i l

Banquet Of f i ce

Sales & Marke t ing Of f i ce

Par t i c ipa te by o f fe r ing f ree n igh t s tay in the ho te l o r

lunch /d inner in the res tauran t . In re tu rn we pu t banners

o r pos te rs

To arrange socia l and cu l tura l events in the Hote l

Act ion P lan:

Plan 4 -5 in te rna t iona l even ts a year in co l labora t ion

w i th Corpora te Manager Even ts & Programs

Col lec t re levan t in fo rmat ion and deve lop P&L s ta tement

be fo re con f i rm ing the even t

Sol i c i t sponsorsh ip fo r par t o r to ta l expense

Star t p romot iona l campa ign 45 days p r io r to the even ts .

T icke t se l l i ng mus t beg in 30 days p r io r to the even t

Tota l i n te rna l coord ina t ion meet ing w i th concerned

depar tment to a l loca te respons ib i l i t i es

I nv i te p ress to cover the even t and ensure tha t i t ge ts

pos i t i ve pub l i c i t y in a l l ma jo r p r in t med ia , i f poss ib le

e lec t ron ic med ia a lso .

Post func t ion ana lys is and ac tua l P&L to be made.


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To part icipate in community relat ions act ivi t ies

Act ion P lan:

Cont r ibu te regu la r l y to soc ia l , human i ta r ian and

env i ronmenta l p ro jec ts . Suppor t the fo l low ing

o rgan iza t ions :

1. SOS Vi l lage

2. Pak is tan B l ind Cr icket Counc i l

3 . Spec ia l Persons Rehabi l i ta t ion Center

4 . Founta in House (For the menta l ly re tarded)

5. Char i tab le organ izat ions

6. Cancer Research Center

7 . Shaukat Khanum Memor ia l

8 . Lahore Gymkhana ( for var ious spor ts events)

9 . Educat iona l Ins t i tu t ions

10. A l i f La i la Book Bus Soc ie ty (educat iona l

promot ion o f low- income group ch i ld ren) .

To promote act ivi t ies for Ladies in the hotel

Act ion P lan


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Severa l Ac t i v i t i es re la t ing to women w i l l be o rgan ized on a

quar te r l y bas is

F lo ra l A r t

Fash ion Des ign ing

I n te r io r Des ign ing

Beauty T ips

Food & Nut r i t i on

Crea t i ve Ar ts

Hea l th & V i ta l i t y

These w i l l be sponsored p rograms, wh ich w i l l be bo th

educa t iona l & rec rea t iona l .

To promote act ivi t ies for chi ldren in the hotel

Act ion P lan:

The month o f Ju ly w i l l be p romoted as the Chi ldren ’s

Month . Spec ia l even ts w i l l be a r ranged fo r ch i ld ren up to

12 years o f age

I ce Cream Fes t i va l

Kids menu w i l l be in t roduced a t the Rock Cafe

Spec ia l b i r thday package

Chi ld ren ’s thea t re

Summer camp

Swimming Ga la

Ta len t Hun t


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To present promotional material of good qual i ty

Act ion P lan:

Col lec t re la t i ve in fo rmat ion abou t the a rea , iden t i f y the

a reas wh ich need to have b rochures

Keep the s tock o f t ransparenc ies , pho tographs and

nega t i ves o f a l l t he se lec ted a reas o f the ho te l

Crea te un i fo rmi ty in the ou t lay o f the mate r ia l wh ich

mus t be in l ine w i th co rpora te image

Keep t rack o f the s tock a t a l l t imes g ive 30 days marg in

fo r p r in t ing

On any day we shou ld have 10 p ress k i t s and 20 sa les

k i t s

Effect ive Advert ising

We wi l l con t inue adver t i s ing in the d i f fe ren t med ia in o rder to

keep our pos i t i ve image i n the marke t . P lease see med ia

p lan on the nex t page :

Act ion P lan:

Plan adver t i s ing one year in advance

Selec t the med ia and ob ta in compet i t i ve ra te

Expense o f the even t to be ad jus ted aga ins t bar te r

Send b r ie fs in wr i t i ng and rece ive dead l i nes in wr i t i ng

Al l ads w i l l be ready 1 week p r io r to inser t ion


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GM & Head Of f i ce approva l to be ob ta ined be fo re

p lac ing the o rder

Plan and admin is te r a l l d i rec t ma i l sho ts every month .


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BANQUET HALL MARKETING

Th is i s t rea ted separa te ly by v i r tue o f the un ique na tu re o f

the Banquet Ha l l s , and i s hand led by ano ther depar tment . As

ment ioned in the in t roduc t ion there a re a number o f la rge

capac i t y ha l l s namely , Sha l imar Ha l l , Crys ta l Ha l l , Emera ld

Ha l l . These a re used fo r d i f fe ren t k ind o f ac t i v i t i es l i ke

conven t ions , con fe rences , exh ib i t i ons and mar r iage

ceremon ies .

To marke t these sa les execu t i ve i s ass igned ma jo r cus tomers

based on h is to r i ca l da ta , and i s expec ted to a l l upon them

regu la r l y . A lso there a re numerous p ro fess iona l

o rgan iza t ions tha t have e i ther he ld con fe rences o r a re

po ten t ia l new cus tomers tha t a re con tac ted on the te lephone.


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PURCHASE DEPARTMENT

Purchase depar tment i s a par t & parce l o f the ho te l because

every demand o f each depar tment o f the ho te l i n wh ich

purchas ing i s invo lved i s done th rough th is depar tment . Th is

depar tment dea ls a l l the requ i rements o f the ho te l . Through

purchas ing depar tment a l l requ i rements whether ins ide o r

wherever needs o f any th ing fu l f i l l t he requ i rements . Mu l t i

needs a re fo r :

Genera l s tore

Engineer ing s tore

Food and Beverage dept

Al l mul t i th ings needed for rooms and

requis i t ion of d i f ferent depar tments

Purchase manager h imse l f v i s i t to the marke t and co l lec t ,

d i f fe ren t samples and quo ta t ions (a t leas t th ree) and

chooses one fo r p lac ing o rder a f te r approva l f rom G.M.

Quota t ions a re a lso ca l led by adver t i sement in newspapers .

Purchas ing manager p repare l i s t s and g ive to f ron t rece iv ing

o f f i ce . When o rder i s p laced , goods rece ived by f ron t

rece iv ing o f f i ce . On rece iv ing goods th is o f f i ce c le rk ta l l y

w i th the l i s t rece ived f rom purchas ing depar tment . Then he

records in b in ca rds and kep t in the s to re , ( i f no t per i shab le ) .

Same process i s adop t by the d i f fe ren t dep t . , (G . s to re ,

Eng ineer ing e tc )

Purchase Balance


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Purchas ing dep t . i s no t dependent on o ther depar tments .

They don ' t requ i re any repor t fo r submiss ion to accoun ts

depar tment , fo r f i na l check ing . Bu t purchase dep t . has to be

very care fu l abou t qua l i t y con t ro l o f any th ing . Purchase

Manager has some par t i cu la r amount w i th h imse l f . Th is

ba lance serves as payment to the ou ts ider ' s to se l le r ' s and

vendors i f someth ing purchased in emergency . End o f day he

checks and ma in ta ined ba lance as requ i red .

Procedure for The Approval Of Purchase

Order

When a depar tment has to purchase any th ing a purchase

requ is i t i on rose by the head o f the depar tment and i s sen t to

purchase depar tment . I f pu rchase depar tment have the ra te

o f the d i f fe ren t vendors w i l l quo te such p roduc t .

These p r i ces w i l l be quo ted in the P .O. and approved by the

Purchase Manager , then th is i s sen t to the con t ro l le r f i nance

who w i l l approve i t accord ing to the budget o f the depar tment

then P .O. w i l l sen t to the G.M. A f te r the approva l o f G .M. th is

i s sen t to the purchase dep t t . Th is P .O. have f i ve cop ies one

copy a f te r approva l i s g iven to the head o f the depar tment

who ra ised P .R. and second i s g iven to Accoun t o f f i ce and

th i rd copy i s g iven to rece iv ing in charge and four th copy i s

f i l ed in the purchase depar tment record and f i f th o r ig ina l

copy i s g iven to the vendor who has to p rov ide the p roduc t .


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COST/INVENTORY CONTROLLING DEPT

I nven to ry con t ro l l i ng depar tment covers Food & Beverage . I t

has th ree sub depar tments :

1. Food contro l l ing dept .

2 . Beverage contro l l ing dept .

3 . Genera l s tore dept .

Cost con t ro l le r rece ives vouchers f rom purchas ing dep t t . Two

vouchers a re used fo r cos t con t ro l l i ng .

1. Genera l employee 's

2 . From VIP 's account

Amount wr i t ten on i t w i l l l ess f rom to ta l cos t o f consumed.

Wh i le i t w i l l be added in to ta l sa le p r i ce . Cos t con t ro l le r

ma in ta ins d i f fe ren t t ypes o f repor t and s ta tements .

1. Food reconci l ia t ion repor t .

2 . Beverage reconci l ia t ion repor t .

3 . Compar ison of consumpt ion .

4 . F & B cost march.

5 . Food reconci l ia t ion repor t for factor on ly .

(Fur ther segregat ion repor ts are under )

Cost con t ro l le r co l lec ts a l l documents l i ke :


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1. Purchas ing & rece iv ing repor ts f rom s to re

con t ro l le r .

2 . Sa le repor t e .g . co f fee corner , Bar BQ. Bar ,

Room serv ice , Banquet , Hea l th food .

3 . Repor ts o r vouches o f emp loyees Mea l +

en te r ta inment . They /he compi le a l l these repor ts

and make reconc i l i a t ion s ta tements + p r i ce

f luc tua t ion repor t .

Inventory Controll ing

I nven to ry con t ro l le r genera l l y ma in ta ins two types o f repor ts .

1) Dai ly receiving reports

I t i nc ludes :

a ) Genera l s to res

b) Eng ineer ing s to res

c) Food s to res

2) Store room requisit ion

I t i nc ludes :

a ) Issuance o f mate r ia l

b ) I ssuance o f supp l ies

He compi les these repor ts and ma in ta ins a f ina l repor t o f

reconc i l i a t ion as per s to re requ is i t i on .

Explanat ion

I n th is repor t o r s ta tement there i s wr i t ten as :


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Opening Inventory + purchase - Expenses issues =

Balance .

Ad jus ted en t r ies a re recorded as p rev ious th ree months

e .g . i f any en t ry ma in ta in la te r on these w i l l be inc luded

as ad jus ted en t r ies .

THE PRIVILEGE CLUB

The Pr iv i l ege C lub o f Pear l Con t inen ta l Ho te l p rov ides many

p r i v i l eges to i t s members . I t i ssues a Go ld Card and

supp lementa ry card to a t ta in p r i v i l eges .

ACCOUNT DEPARTMENT

Account depar tment p lays con t ro l l i ng ro le in any

o rgan iza t ion . Hence a lmos t every documents rou te th rough

th is sec t ion . Th is p rov ides an oppor tun i t y to have check and

con t ro l on the var ious depar tments o f the Hote l .

Pearl Continental Hotel Account

Account depar tment o f Pear l Con t inen ta l works under the

superv is ion o f Con t ro l le r F inance , who i s a lso the head o f

F inance D iv is ion due to the absence o f Genera l Manager

F inance .

Account Department


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Th is depar tment i s d iv ided in to e igh t sec t ions

:

1. F inance sect ion

2. Credi t rece iv ing sect ion

3. Purchase sect ion

4. Dispatch sect ion

5. Sa les sect ion

6. Cash sect ion

7. Income Audi tor

8 . Payable sect ion

HOUSE KEEPING DEPARTMENT

Housekeep ing depar tment i s respons ib le fo r the c lean l iness

o f the ho te l i nc lud ing gues t rooms, pub l i c a reas , co r r ido rs ,

res tauran ts , lounges , laundry and un i fo rm dep t t . a re under

the i r j u r i sd ic t ion a lso .

The dep t t . i s func t ion ing w i th i t s f i r s t and fo remost ob jec t i ve

to c lean each in te rna l and ex te rna l co rner o f the ho te l . They

look a f te r the banquet lounges , hea l th and V IP rooms.

The dep t t . has superv iso rs , sew ing mach ine opera to rs ,

laundry a t tendan t and ass is tan t housekeep ing manager .

Manger o f housekeep ing dep t t . i s the one who i s respons ib le

to manage in such a manner to p rov ide luxur ious

housekeep ing w i th m in im ized cos ts .

Linen


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Housekeep ing i s a lso respons ib le fo r a l l l i nen a r rangements

in the ho te l . Th is inc ludes s to rage , i ssu ing rep lacement and

repa i r . Housekeep ing manager cons ider i t wor thwh i le to do

mos t o f the i r l aundry and l i nens ma in tenance themse lves .

Laundry Maids

Laundry ho te l and gues t laundry , o rgan iz ing l i nen fo r the

laundry

.

House Porters.

Mov ing l i nen and o ther housekeep ing supp l ie rs , heavy o r

d i f f i cu l t c lean ing l i gh t ma in tenance .

SECURITY DEPARTMENT

There have a lways been secur i t y needs whenever se rv ices

a re rendered , bu t t rad i t i ona l l y th is has been res t r i c ted to

p i l fe rage . In modern e ra serv ice o rgan iza t ion have seen

inc reas ing soph is t i ca t ion o f the secur i t y sys tem o f fse t new

and unexpec ted cha l lenges .

Some o f the func t ions per fo rmed by th is depar tment a re :

* Physica l safe ty o f guests .

* Safety o f guest 's be longings.

* Safety o f hote l premises f rom cr imina l acts .

* Contro l o f P i l ferage.


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* Contro l o f i l lega l occupancy of rooms by guests .

* Contro l o f unauthor ized use of rooms.

3 Park ing contro l

The Pear l Con t inen ta l Ho te l o rgan iza t ion has pu t in to e f fec t

p rocedures where the secur i t y dep t t i s au thor i zed to

inspec t /search any ind iv idua l even the Ass is tan t genera l

manager . The Genera l Manager d i rec t l y con t ro ls the secur i t y

dep t t .

ENGINEERING DEPARTMENT

Under the veneer o f the ho te l facade l i es the p roverb ia l

eng ine wh ich keeps the opera t ions l i t e ra l l y a f loa t . The

eng ineer ing /ma in tenance func t ions no t as g lamorous as o ther

func t ions , bu t jus t as impor tan t , the eng ineer ing depar tment

i s respons ib le fo r :

1. HAVC (Heat ing , vent i la t ion and a i r condi t ion ing) .

2 . E lect r ica l System.

3 . Te lephone exchange systems.

4 . Audio / v ideo systems.

5 . P lumbing system.

6 . Communicat ion network?

7. Computer system.

8 . Refr igerat ion system.

9. Ki tchen equipment e tc .


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RESTAURANTS

The ho te l o f fe rs a w ide var ie ty o f in te rna t iona l and loca l

cu is ine to su i t a l l moods and tas te .

THE TAI PAN RESTAURANT

Dine a t the f ines t Ch inese res tauran t in town. Ch inese

de l i cac ies f i t f o r an emperor ' s feas t se rved in an

au then t i c env i ronment echo ing the mys t i c Or ien t .

NADIA TEA LOUNGE

L igh t mouth -wate r ing snacks and t rad i t iona l a f te rnoon

tea - se rved in e legan t ye t comfor tab le sur round ings .

MARCO POLO CAFÉ

Savor tan ta l i z ing f lavors f rom bo th Cont inen ta l and

Pak is tan i cu is ine , p repared and p resen ted to ensure a

memorab le cu l ina ry exper ience .

BUKHARA

Sizz l ing spec ia l t i es s t ra igh t f rom the g r i l l se rved in a

co lo r fu l and fes t i ve env i ronment .

DUMPUKHT

Roya l Moghu l Cu is ine fo r lunch and d inner

THAI

Chine’s Lunch & Dinner.


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TRAINING PROGRAMI j o ined Pear l Con t inen ta l Ho te l Lahore on da ted Ju ly

23 ,2003as an in te rnee . I spen t mos t o f the t ime in Marke t ing ,

re la ted depar tments (Pub l i c Re la t ions and sa le dep t t )

ORIENTATION

On the very f i r s t day there were some o ther s tuden ts f rom

d i f fe ren t ins t i tu t ions to jo in the in te rnsh ip p rogram. F i rs t o f

a l l we were g iven o r ien ta t ion abou t the p rogram and ho te l .

M iss Mad iha ( t ra inee incharge) in t roduced us w i th each o ther

and than re fe r to our concerned depar tments . I was supposed

to repor t i n Banquet reservation .

THE PRIVILEGE CLUB:

The wor ld o f P r i v i l ege C lub cons is ts o f manager , ass is tan t

manager , da tabase admin is t ra to r , sa les fo rce incharge and

cus tomer serv ices coord ina to r and a la rge number o f

te lemarke te rs . P r i v i l ege C lub o f fe rs a Go ld Card to the

members o f soc ie ty . For th is Go ld Card the c lub members a re

o f fe red d i f fe ren t p r i v i l eges no t on ly in Pear l Con t inen ta l

Lahore bu t a lso ou ts ide o f the ho te l . The C lub Members a re

t rea ted l i ke V IPs a lmos t every where .

I found some er ro rs in tha t da ta , wh ich a re as fo l low:

Repet i t i on o f names in MIS l i s t s

Miss ing o f names in MIS l i s t s


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Di f fe ren t names and cards o f same numbers in C lub ’s

da ta

Some d isc repanc ies in the accoun ts l i s t s

Repor t Da te d i f fe rence be tween C lub and MIS da ta

A l l these p rob lems were resu l t ing in the d i f fe rence o f

revenue. Some t imes accoun t showed g rea te r amount o f

revenue wh i le c lub ’s da ta was no t suppor t ing the accoun ts .

My purpose was to a r range the da ta in tha t fo rm, wh ich

e l im ina tes the chances o f d isc repancy . I a r ranged the da ta in

tha t shape f rom wh ich the manager o r da tabase admin is t ra to r

cou ld f ind a l l the re levan t in fo rmat ion jus t by

push ing /c l i ck ing the s ing le word (Repor t Da te o f the

member ) .

TELEMARKETING:

One o f the mos t impor tan t fo rms o f d i rec t marke t ing i s the

te lephone. Less than two decades , te lemarke t ing has moved

f rom an in f requen t l y used sa le supp lement to a key

ing red ien t in the marke t ing p lans o f many o rgan iza t ions . I t

es t imated tha t some th ree hundred thousand compan ies

spend approx imate ly $10 b i l l i on annua l l y on in -house

te lemarke t ing opera t ions more than $ 500 b i l l i on in goods o r

se rv ices a re so ld by phone each year . I t s i s ra re tha t a ma jo r

hosp i ta l i t y indus t ry does no t engage in some fo rm o f

te lemarke t ing . There a re numbers o f techn iques and


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def in i t i ons used in te lemarke t ing . There a re two fo rms o f

te lemarke t ing :

1 . Outbound

2. Inbound

PRESENTATION:

When a new person jo ins Te lemarke t ing , f i r s t o f a l l , he has

to make h imse l f capab le o f p resen ta t ion . The more so l id and

comprehens ive p resen ta t ion , the be t te r i t i s . I t i s your

p resen ta t ion th rough wh ich you have to convey your

message, even i f we say no t on ly to convey your message

bu t a lso to conv ince the ta rge t p rospec t . Your ve rba l

commun ica t ion mus t be s t rong enough to dea l w i th d i f fe ren t

k inds o f cus tomers . Loopho les in your p resen ta t ion resu l t i n

the loss o f cus tomer .

PROCEDURE OF THE SALE:

At f i r s t , Te lemarke te rs have to c rea te the i r Leads. Lead i s

the source th rough wh ich te lemarke te rs se lec t the ta rge t

cus tomers . I t may be Ye l low Pages , Op in ion Books , e tc .

i n i t i a l l y Te lemarke te rs insp i re the c l ien t by mak ing h im/her

aware o f the p r i v i l eges g iven to h im/her , i f he /she ge ts the

membersh ip . I f c l i en t agrees then a fo rm con ta in ing some

necessary in fo rmat ion i s sen t to h im by Fax . Th is fo rm

con ta ins :


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Name o f c l ien t

Address

Phone Number &

Cred i t Card No.

Name o f the te lemarke te r

The impor tan t th ing here i s tha t a l l t he payments a re made

on Cred i t Cards . C l ien t g ives h is /her c red i t ca rd number and

te lemarke te rs ge t approva l f rom the bank . I f c l i en t responses

in the fo rm o f Re-Fax and bank approva l aga ins t h is /her ca rd

suppor ts , then te lemarke te r sends h im/her the Package,

which con ta ins the temporary card o f the member . Th is ca rd

fac i l i t a tes h im/her w i th a l l the p r i v i l eges as o f the permanent

ca rd . Then w i th in nex t 15 days , permanent ca rd i s made and

sen t to the member on h is /her pos ta l address .

Pr iv i lege Club of fers fo l lowing benef i ts to the members:

Dining:

Membersh ip to the Pr i v i l ege C lub en t i t i es members to

unmatched d in ing bene f i t i n a l l res tauran ts a t Pear l

Con t inen ta l Ho te ls Pak is tan . En joy the f ine cu is ine o f fe red a t

our res tauran ts amid the mos t soph is t i ca ted sur round ings .

The p resen ta t ion o f the Pr i v i l ege C lub card en t i t l es members

to the fo l low ing spec ia l d iscoun ts .

> 1 Person 15% > 5 Persons 20%


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> 2 Persons 50% > 6 & above 15%

> 3 Persons 33%

> 4 Persons 25%

Membersh ip may be used fo r B reak fas t , Lunch , D inner o r

Supper (Excep t fo r room serv ice , ou ts ide ca te r ing and

banquet ing) . The d iscoun t i s app l i cab le on food & beverage

a lso .

ACCOMMODATION:

Members a re p rov ided w i th a 60% d iscoun t on norma l rooms

and on pub l i shed su i te ra tes th roughout the year o f

membersh ip a t a l l t he Pear l Con t inen ta l Ho te ls in Pak is tan

(Excep t fo r spec ia l packages o f fe red f rom t ime to t ime) .

Add i t iona l accommodat ion p r i v i l eges a lso app ly :

* One f ree n igh t fo r two pa id n igh ts on weekends (F r iday

th rough Sunday) excep t a t PC Bhurban . For PC

Bhurban one f ree n igh t fo r two pa id n igh ts on ly dur ing

Sep tember th rough March .

* Upgrad ing to super io r room (sub jec t to ava i lab i l i t y ) .

* Spouse s tay f ree o f charge in same room occup ied by

Member .

* Free bu f fe t b reak fas t wh i le res iden t .

Membersh ip w i l l be e l ig ib le to on Hea l th C lub , Laundry ,

Pas t ry Shop and Bus iness Cent re .


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VALIDITY:

Membersh ip i s va l id un t i l t he exp i ry da te as shown on card .

Card i s fo r own persona l use . Membersh ip i s no t

t rans fe rab le .

PUBLIC RELATIONS

I spen t a lo t o f t ime in Pub l i c Re la t ions under the leadersh ip

o f Madam Sa i ra I f t i khar (Manager Pub l i c Re la t ions) . A n ice

lady w i th s t rong in te rpersona l sk i l l s . She i s sa id to be the

bes t d ra f te r in the o rgan iza t ion .

Ho te l bus iness mos t l y depends on pub l i c re la t ions .

Management t r y to have pos i t i ve image in pub l i c , so because

o f th i s Pear l Con t inen ta l Ho te l ma in ta ins a separa te good

o f f i ce o f pub l i c re la t ions depar tment . Th is depar tment

per fo rms fo l low ing impor tan t func t ions :

1. Organiz ing adver t is ing companies

2 . Conveying protocol on ar r iva l o f V IP 's

3 . Publ ish ing pamphlets , bu l le t in

4 . Organiz ing fest iva ls

5 . Funct ions

Approach To Different Organizations


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One th ing wh ich I observed keen ly in Pear l Con t inen ta l Ho te l

tha t they a re very in te res ted to have approach to Na t iona l

and In te rna t iona l Agenc ies / Organ iza t ion . Some spec ia l

de lega t ion and teams approach to them and express the i r

fac i l i t i es . Somet ime they g ive them compl imenta ry lunch o r

d inner o r any o ther g i f t e tc .

A l l these works a re con t ro l led by ,

Market ing of f ice

Sales of f ice

Business Promot ion of f ice

Major func t ions o f PR i s to a r range a l l the ac t i v i t i es fo r the

p romot ion o f ho te l , and a long w i th a r rang ing ac t i v i t i es p roper

coverage o f the even ts i s a lso the respons ib i l i t y o f th i s

depar tment .

Dur ing my t ra in ing a t Pub l i c Re la t ions two func t ions were

a r ranged by the depar tment .

Swimming Ga la Championsh ip

Ar t Ex t ravaganza

Swimming Gala Championship:


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The sw imming p rogram fo r k ids , wh ich s ta r ted f rom June 1 s t

t o 31 s t Ju ly , p rov ides the k ids w i th no t on ly the ab i l i t y to

sw im bu t a lso to lea rn how to behave in a d i f f i cu l t s i tua t ion . I

was much invo lved in Ga la Championsh ip , l i ke des ign ing the

inv i ta t ion cards and then inv i t i ng the paren ts and peop le

f rom ou ts ide , inc lud ing journa l i s ts , to g ive coverage to the

even t . On 31 s t Ju ly , p r i zes were d is t r ibu ted among k ids ,

some were w inners wh i le o thers were losers bu t no mat te r , i t

was even t fu l l o f fun and joy .

Art Extravaganza:

The second ma jo r even t dur ing my t ra in ing p rogram f rom

Augus t 7 to Augus t 14 ( the Independence Day o f Pak is tan) .

The purpose o f A r t Ex t ravaganza was no t on ly to p romote the

ho te l bu t a lso to p romote the coming a r t i s ts . For th is

purpose , a r t i s t s were inv i ted to submi t the i r work in ho te l fo r

the se lec t ion o f d isp lay . A la rge number o f a r t i s t s inc lud ing

s tuden ts f rom a l l A r t Co l leges l i ke Un ivers i t y o f The Pun jab ,

Na t iona l Co l lege o f A r ts e tc , par t i c ipa ted in th is con tex t .

One day a pane l o f j udges was inv i ted to se lec t the pa in t ings

fo r Ex t ravaganza . A f te r the se lec t ion o f pa in t ings nex t task

was to ca l l on we l l - known ce lebr i t i es to encourage th is

aes the t i c ac t i v i t y . Governor o f Pun jab inaugura ted the

ceremony . A l l the ac t i v i t i es f rom ge t t ing N.O.C. f rom Exc ise

and Taxa t ion to the f ina l day o f Ex t ravaganza were managed


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so we l l tha t no t on ly top-management bu t a lso peop le f rom

a l l wa lks o f l i f e were de l igh ted w i th the per fo rmance o f

Pub l i c Re la t ions .

TRAINING SESSIONS:

Hote l o rgan izes d i f fe ren t t ra in ing p rograms no t on ly fo r the

new comers o r in te rnees bu t a lso fo r the sen io r execu t i ves a t

regu la r bas is . T ra in ing fo r execu t i ves i s des igned a t PSL

(Pak is tan Serv ices L im i ted) Head Of f i ce o r a t HHL (Hashoo

Hote ls L imted) .

Dur ing my in te rnsh ip p rogram top-management dec ided to

have a sess ion on :

Hote l ’s Miss ion & V is ion

Th is p rogram was des igned to enhance the commi tment and

mot iva t ion o f a l l t he emp loyees o f the ho te l . The top ics

d iscussed in th is sess ion were ,

Hote l ’ s M iss ion

Hote l ’ s V is ion

Coa l i t i ons

Synergy

BANQUET OFFICE

I spen t few t ime in banquet o f f i ce under the superv is ion o f

Mr . Shabb i r Jan jua Banquet Manager . Where I knew abou t

reserva t ion o f Ha l l s fo r d i f fe ren t func t ions and a r rangement


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of these func t ions . Mos t l y Ha l l s a re booked one month be fo re

the da te o f func t ion and a par t ia l amount rece ived in advance

and some t ime fu l l amount .

BUSINESS CENTRE

I spen t one day in Bus iness Cent re under the superv is ion o f

Mrs . Semi Khan Superv iso r o f Bus iness Cent re .

I t has d i rec t re la t ions to d i f fe ren t bus iness cen t re . I t has own

sys tem.

Photo s ta te cop ie r

G i f t shops

In te rne t fac i l i t y

Te lephone serv ice

Te lex o f f i ce

D in ing fac i l i t y (The C lub)

FRONT OFFICE

I spen t my las t day o f in te rnsh ip in F ron t Of f i ce w i th F ron t

Of f i ce Manager . The fo l low ing func t ions a re done by th is

depar tment .

Recept ion

Reservat ion

Concierge

Informat ion to customers


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Telephone in format ion

Contact wi th the rooms

Preparat ion of key cards & Room keys handl ing


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INFORMATION TECHNOLOGY DEPARTMENT

Now a days every Organ iza t ion needs In fo rmat ion

Techno logy .PC has a g rea t se tup o f IT . I work w i th Mr , Imran

Ahmad (Manager o f IT dep t t )

Every Depar tment has compute r wh ich i s connec ted w i th

se rver .PCHL used S ta r Topo logy fo r Ne twork .PC has e igh t

sw i tches .

R ing Topo logy i s be ing used fo r sw i tch Network ing .

F iber op t i c i s used fo r sw i tches and UTP is used fo r

compute rs .

For da ta base Fox p ro i s runn ing bu t now i t i s changed to

Orac le .


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SWOT Analysis of IT Department

Weaknesses Opportunities

Congested and inappropriate

workplace

Non-availability of spare parts

in stock for IT equipment

Outdated Computer Hardware

Outdated Database System of

PMS

To get spacious and

appropriate workplace

Allocation of reasonable budget

for IT equipment spares in next

financial year.

Up-grade/replace old computer

equipment

Up-grade the Database System

of PMS


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Strengths Challenges

IT department is fully capable to

configure/maintain the

following:

- Property Maintain System –

PMS

- Front Office Systems

- Back Office Systems

- Telecommunication System

- Security Systems

- Room Door Lock System –

Ving Card

- Close Circuit TV System –

CCTV

- Local Area Network /LAN Wide

Area

Network/WAN

Ensure smooth operation of all

IT systems

Strive to deploy the latest IT

system for enhanced comfort

and ease of our valued guests

Improve the services; at least

maintain the same; spicily;

services provided to the End-

user

Grasp/learn the new technology

and techniques


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- Telecom Network

- Hotel Information TV Channel

- Internet/Email Services

- In-house Computer Hardware

Repair & Eminences

- Office Equipment Repair &

Maintenance(outsource)

Efficient End-user Support &

Assistance

Coordination with PTCL and

other IT services Providers

Coordination with guests/client

to provide ISDN services for

Video Conferences


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PEST Analysis

Political

Political instability in Pakistan can lead to changes in laws and policies which

can be in favor or against the hotel industry sector.

Economic

Economy of Pakistan is facing issues about employment, inflation, illiteracy,

which hinders business growth.

Social

Cultural issues can be there but still as there are a number of multinational

companies there, therefore, cultural issues are not prominent.

Technology

People are highly skilled and PC can introduce new technology to increase

competencies.


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Upcoming IT projects

I ns ta l la t ion o f new Computer Hardware

Up-grada t ion o f Ex is t ing Computer Hardware

Rep lacement o f Opera t ion Sys tem P la t fo rm

Imp lementa t ion o f Orac le Based PMS

LAN / Te lecom Cab l ing a t 2 n d F loor Ma l l Wing

I ns ta l la t ion o f Cab l ing a t 8 t h f l oo r Gues t Rooms

For in t roduct ion of Mul t imedia and fo l lowing serv ices:

Guest B i l l V iew

Broadband In te rne t Serv ice

Hote l In fo rmat ion and serv ices

Shopp ing Ma l l In fo rmat ion

Spec ia l Ho te l Even t In fo rmat ion

Ci ty Even t In fo rmat ion

Ci ty H is to r i ca l P lace and Shopp ing Area In fo rmat ion


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Video on Demand

Games

Chat t ing w i th o ther Gues t s tay ing in Ho te l

I n te rne t fo r Group Hote ls

I n t roduc t ion o f LCD C inema TV Screen in se lec ted

Su i tes

Up-grada t ion o f P r in te rs ins ta l led in Bus iness

Cent re

I ns ta l la t ion o f LAN a t rema in ing f loo r Ma l l & New

Wing

Up-grada t ion o f Cab le TV D is t r ibu t ion Network

I n t roduc t ion o f E lec t ron ic Order Tak ing Sys tem in

Res tauran ts

Up-grada t ion o f E lec t ron ic Room Door Locks – V ing

Card

Up-grada t ion In te rne t / In te rne t Fac i l i t y Enhancement

Enhancement o f IT Serv ices in Management Of f i ces

Up-grada t ion /Rep lacement o f Te lecom MDF

Serv ices-C l ien t Based An t i v i rus So f tware

Ins ta l la t ion

Wire less LAN


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SWOT ANALYSIS of PCHLThe eva luat ion of an organizat ion ’s s t rengths ,

weaknesses, oppor tuni t ies and threats is ca l led SWOT

analys is .

STRENGTHS

In terna l pros or p lus points o f an organizat ion .

Quali ty Product

PC is the symbo l o f qua l i t y w i th respec t to i t s o f fe r ing i .e . ;

res tauran ts

Excel lent Services

PC a ims a t p rov id ing exce l len t se rv ices to a l l t ype o f

cus tomers .

Competi t ive Advantage

PC has an edge over i t s compet i to r ’ s i .e . ; i t p rov ides

execu t i ve c lub serv ices .

Financial Strength

PC is f i nanc ia l l y s t rong ho te l because in the cur ren t

economic cond i t ions i t i s ma in ta in ing i t s pos i t i on because o f

f i nanc ia l s t reng th .

Favorable Reputat ion/ Image

PC has cap tu red the favorab le image in the mind o f the

cus tomers .

Creative/ Innovative


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Af te r every 6month , PC launches new o f fe r ing wh ich i s ve ry

s ty l i sh and eye ca tch ing .

Organized Management

PC’s management i s h igh ly qua l i f i ed , competen t and

o rgan ized .

Market Research

PC has i t s own research depar tment , wh ich scans the

cus tomers need and the i r responses to the d i f fe ren t

p roduc ts /serv ices

Services with Latest Technology

PC has i t s con t ro l room in wh ich the rooms and ha l l s

tempera tu re i s con t ro l led and ma in ta ined accord ing to the

env i ronment and cus tomer ’s requ i rement .

WEAKNESSES

In terna l cons or negat ive po ints o f an organizat ion .

High Prices

PC charges very h igh p r i ces fo r a l l o f i t s se rv ices espec ia l l y

room fac i l i t y and mos t o f the peop le in Pak is tan can ’ t a f fo rd

i t .

Lack of co-ordination

There i s much lack o f co -o rd ina t ion among i t s workers

Low Incentives


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PC o f fe rs low incen t i ves to i t s cus tomers , so fa i l s to a t t rac t

the midd le c lass .


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OPPORTUNITIES

Externa l pros or p lus points o f an organizat ion .

Expand Product Line

PC can expand the i r p roduc t l i ne by o f fe r ing o ther fac i l i t i es

l i ke home de l i ve ry o f food e tc ;

Enter the New Market

PC can en te r the new marke t by open ing i t s b ranches in

c i t i es l i ke Mu l tan , Fa isa labad e tc ;

Attract the Tourists

PC can a t t rac t a la rge number o f tou r i s ts by adver t i s ing in

in te rna t iona l magaz ines and journa ls .

Diversify to Broad Risk

PC shou ld d ive rs i f y the i r p roduc t , p roduc t ion and serv ices as

were because you mus t no t re ly heav i l y and pu t your

resources on one p roduc t .

Improve Customer Relat ionship

PC can improve i t s re la t ionsh ip w i th i t s cus tomers by

p rov id ing d i f fe ren t incen t i ve p lans .

THREATS

Externa l cons or negat ive po ints o f an organizat ion .

New Competi tors

New compet i to rs a re a lways a th rea t fo r every o rgan iza t ion ,

and fo r PC these th rea ts a re ; Sun fo r t (near L iber ty , Lahore)


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Worst Economic Condit ions

Presen t economic cond i t ions a re no t favorab le fo r the g rowth

and f lou r i shment o f ho te l i ndus t ry .

Increased Sales Tax

Sales tax has inc reased wh ich resu l t s in the inc reased

cus tomer p r i ces and reduced sa les leve l .

Restr ict Government Pol icy

Rest r i c t ion imposed by the government regard ing tax

payment e f fec ts p ro f i tab i l i t y o f PC.

Decrease in Customers Purchasing Power

I nc rease in overa l l p r i ces has decreased the cus tomers ’

purchas ing power fo r a l l t he p roduc ts .


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COMPETITOR ANALYSIS

Know your Compet i t ion i s as an impor tan t i ssues as Know

your Customer .

I n o rder to ob ta in re levan t in fo rmat ion abou t the compet i t i on ,

a compet i to r su rvey shou ld be under taken to ga ther da ta

abou t d i rec t and compet i to rs .

One ob jec t i ve o f such a survey i s to f i nd ou t why we more o r

less success fu l then the d i rec t compet i to rs and a l lows us to

recogn ize marke t sa tu ra t ion e .g . too many s im i la r p roduc ts

o f fe red fo r l im i ted marke t .

I t a l so can p rov ide oppor tun i t ies to de tec t marke t n iches

toward wh ich we can s teer our opera t ions .

Lahore famous fo r i t s t rad i t i ona l hosp i ta l i t y o f fe rs an

end less var ie ty o f p laces to see and de l i cac ies to tas te .

F rom o ld fo r t s to roads ide ca fes , Pear l Con t inen ta l Ho te l

Lahore i s the per fec t base f rom wh ich to exp lo re to your

hear t ’ s con ten t

There a re so many Hote ls in Lahore those a re popu la r fo r

the i r Food . On ly one f i ve s ta r Ho te l i n Lahore .

I compare PCHL w i th ,

**** AVARI

**** HOLYDAY INN

*** SUNFORT

** AMBASSADOR


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SUGGESTIONS /RECOMMENDATIONS

-> In my po in t o f v iew Pear l Con t inen ta l Ho te l shou ld have

i t s own book o f manua l in wh ich au thor i t i es and func t ions

regard ing to des igna t ion w i l l be c lear l y descr ibed . Th is wou ld

resu l t i n democra t i c t ype o f management and avo id

rebap t i sm.

-> Company po l i c ies sha l l be c lear l y de f ined and p lanned

wh ich resu l t i n e f f i c ien t management and p rogress over the

n igh t .

-> Ba lanced ra tes fo r rooms and food i tems sha l l be

charged , keep ing in v iew the o ther compet i to rs in loca l ho te l

i ndus t ry l i ke

Ho l iday Inn Lahore

Avar i Lahore

-> Lower workers shou ld be in f luenced by the h igher

management fo r be t te r resu l t s .


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-> The Pear l Con t inen ta l Ho te l o rgan iza t ion doesn ' t

ma in ta in and encourages per fo rmance exce l lence in fo rm o f

moneta ry te rms. There i s a fo rma l per fo rmance appra isa l

fo rm fo r a l l emp loyees , and th is i s t i ed to a reward sys tem. I t

i s my v iew tha t the re a re severe p rob lems w i th the

per fo rmance appra isa l f rom in tha t i t i s ve ry sub jec t i ve in

na tu re . Because o f the sub jec t i v i t y the sys tem can lead to

g ross e r ro rs , and s ince th is i s l i nked to reward sys tem, the

e r ro r i s no t on ly perpe tua ted bu t exaggera ted .

The reward sys tem shou ld inc ludes moneta ry awards

such as ,

* Employee o f the Month award

* Employee o f the Year award

* Cour tesy award

-> The layou t o f some o f f i ces shou ld be improved .

-> The t rave l gu ides shou ld be appo in ted fo r v i s i to rs

espec ia l l y fo r fo re igners .


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CONCLUSION

In conclusion, Pearl Continental Hotel is very

good in i ts knowledge of hospital i ty gathered

through decades of continuous handwork and

dedicat ion.

I t ’s my fortune to learn from where qual i ty is

every thing.


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pc report

Documents

esteemed internship

almighty allah

necessary information

management skills

users of information

usman fiaz roll

marketing information

competitor analysis