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8/8/2019 Management Presentation Serena Islamabad
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Concept Creation Inc. 2007 Management Theories & Practices
PresentationOn
Organizational Analysis of| Serena Hotel Islamabad |
By
Concept Creation Inc.
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Concept Creation Inc. 2007 Management Theories & Practices
Presentation Layout
Introduction Serena Islamabad
Design of the Study Interviews
Internet Research Case Study Analysis/Relationship
Structural Analysis Organizational Chart Management Structure
Environmental Analysis Internal External SWOT Matrix
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Concept Creation Inc. 2007 Management Theories & Practices
Presentation Layout
Planning and Decision Making Tactical Plans Operational Plans
Planning For Future Growth Strategies Followed By Serena Islamabad
Control Strategies Financial Control Human Resource
Competitive Advantage Business Level Functional Level
Recommendations Structure Strategy Culture
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Concept Creation Inc. 2007 Management Theories & Practices
Design of Study
Conducted the Research Work in twosections: Interviews
Mr. Shahab Qureshi Human Resource Manager Serena Islamabad
Ms. Musalma Syeda Assistant Human Resource Manager Serena Islamabad
Internet Research HVS International
Case Analysis/Relationships
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Concept Creation Inc. 2007 Management Theories & Practices
GeneralManager
DirectorFinance
Director Foodand
Beverages
DirectorSales and
Marketing
ExecutiveAssistant
Manager
Director HRChief
Engineer
Front OfficeManager
ExecutiveHouse
Keeper
Accounts
Manager
Receiving
Manager
CostController
PurchaseManager
CreditManager
RevenueManager
F & B
ServiceKitchen
Sales and
PR Manager
Training
Manager
HumanResource
Manager
ChiefSecurity
Officer
AssistantChief
Engineer
Organizational Chart
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Concept Creation Inc. 2007 Management Theories & Practices
Management Structure
Levels of Management Divisional Heads
Functional Layer
Management Segmentation on the basis of FunctionsExecutive Assistant Manager
Front Office
House Keeping
Director Finance Credit
Cost Controlling
Purchasing
Revenue
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Concept Creation Inc. 2007 Management Theories & Practices
Management Structure
Director Food and Beverages
F & B Services
Kitchen
Director Sales and Marketing
Public Relations
Director Human Resource
Human Resource Development Personnel Management
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Concept Creation Inc. 2007 Management Theories & Practices
Environmental Analysis
SWOT Analysis provides information that ishelpful in matching the firms resources
and capabilities to the competitiveenvironment in which it operates.Environmental Scan
Internal Analysis External Analysis
Strengths Weaknesses Threats Opportunities
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Concept Creation Inc. 2007 Management Theories & Practices
Internal Analysis
Strengths
Hospitality Vs Service
Hospitality Oriented Human Resource
Adding Value Through Design Representing Cultural Aspect
Situational/Location Strength Situated at the Hub of governmental activities which favors
guests/customer inflow. Selling Peace of Mind
Guests requires feeling to be at Home being at SerenaIslamabad
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Concept Creation Inc. 2007 Management Theories & Practices
Internal Analysis
Weaknesses
Non-availability of trained Human Resourcedue to low salaries at supervisors andworkers level.
Unfavorable Employee Policies
Subunit Orientations
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Concept Creation Inc. 2007 Management Theories & Practices
External Analysis
Opportunities
Increased Number of Customer/Guests who arepaying for quality of service.
Service Differentiation Increased Tourism
Destination 2007
Technology Involvement in Hospitality Sector
CRM Factor Formation of Market Research Function
To enable the organization gain prospective market share.
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Concept Creation Inc. 2007 Management Theories & Practices
External Analysis
Threats
Loss of Skilled Professionals
Shifting of professionals to other service sectorsdue to higher salary packages.
Arrival of Three New Competitors
Political Instability
Unfavored governmental policies IF
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Concept Creation Inc. 2007 Management Theories & Practices
Planning and DecisionMaking
Developing Strategies
Tactical Plans Maintaining and
Increasing the MarketShare
Increasing the ServicePackage Segments
Taking Up The Average
Room Rate of the Hotel. Reducing Employee
Turnover
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Concept Creation Inc. 2007 Management Theories & Practices
Planning and DecisionMaking
Operational Plans
Maintaining & Increasing the Market Share
Sales and Marketing functions maps sellingstrategies and sales targets.
Increasing Service Package Segments
Food & Beverages, Sales & Marketing and FrontOffice at operational level propose theiroperational plans to Top Management forApproval.
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Concept Creation Inc. 2007 Management Theories & Practices
Planning and DecisionMaking
Operational Plans
Taking Up the Average Room Rate
Up selling techniques devised by Sales &Marketing and Front Office Function
Reducing Employee Turnover
Human Resource Development and PersonnelManagement devise Reward and IncentiveSystems for reducing turnover.
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Concept Creation Inc. 2007 Management Theories & Practices
Planning For Future
Ansoffs ProductMarket/GrowthMatrix suggests
Strategies on the basisof
New or ExistingProducts
New or ExistingMarkets
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Concept Creation Inc. 2007 Management Theories & Practices
Planning For Future
Market Penetration Strategy Maintaining and Increasing the current
Market Share
Planned 200 rooms and suites which are expectedto be completed within next two years.
Market Development Strategy Increasing Service Package Segments
Differentiated Service Package for New segmentsas Guests are willing to pay for the quality ofservices
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Concept Creation Inc. 2007 Management Theories & Practices
Control Strategies
Financial Control Measures
Average Room Rate for the current FY is set atRs. 15,500 +Tax.
Semiannual Audits are conducted by theAudit Function
Human Resource Control Measures
Setting of Time Office for managing employeeattendance
Semiannual Performance Appraisals by HRD
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Concept Creation Inc. 2007 Management Theories & Practices
Control Strategies
Customer/Guest Measure Customer acquisition in terms of new markets and
segments are set by the Sales and Marketing Divisionwith the consultation with Executive AssistantManager.
Customer Retention is being carried out byfacilitating the existing customer through differentsegment packages.
Innovation Measure Strategies like Deluxe Room Offerings, Executive
Suites and Holiday Packages are designed on theseasonal basis.
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Concept Creation Inc. 2007 Management Theories & Practices
Competitive Advantage
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Concept Creation Inc. 2007 Management Theories & Practices
RECOMMENDATIONS(Marriott Islamabad)
Structure
Less Involvement of EAM in decision makingand inclusion of another departmental headfor Rooms.
Decision making authority should bedelegated to the functional departments
It would encourage the employee participationand benefit generation of ideas for new servicesdevelopment
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Concept Creation Inc. 2007 Management Theories & Practices
RECOMMENDATIONS(Marriott Islamabad)
Strategies
Business Level
Product/Service Development Through offering differentiated service package for its
customers
In return it would ultimately support their originalMarket Penetration Strategy.
Market Development This strategy should not only be confined to foreignguests but also to domestic corporate guests whichwould increase their brand equity.
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Concept Creation Inc. 2007 Management Theories & Practices
RECOMMENDATIONS(Marriott Islamabad)
Strategies Functional Level
Front Office/Sales & Marketing
Customer/Guests Feedback mechanism should bedevised.
It can be done through integrated information whichwould serve as the database for the likes and dislikes offrequent/new guests
Sales & Marketing and IT An integrated Information System which integrates allthe departments and the chains all over Pakistan tofacilitate its customers and increase the clientele base forthe hotel.
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Concept Creation Inc. 2007 Management Theories & Practices
RECOMMENDATIONS(Marriott Islamabad)
Culture
Marriott Hotel Islamabad attract and retainemployees with attractive Salaries and benefit
packages. As Non Availability of Workforce is an important industry
issue.
With the Arrival of a Seven Star Hotel and a Five Star, therewill be shortage of workforce.
More In-house Training programs should be initiatedin order to groom and equip the employees with themodern day hospitality service trends.
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Concept Creation Inc. 2007 Management Theories & Practices
Questions