Methodology

The methodology adopted in this project was basically to ascertain the primary data, which was provided by the staff of Serena. The provided us facts and figures. We had prepared questions and interviewed them. Secondary data was also used to attain the information about Serena Hotel. It

was done through the web sites made by Serena Hotels.

We chose Serena Hotel as there is a lot of work that can be done in Serena Hotel, especially in the field of marketing. Another reason for choosing Serena making a marketing project on Serena Hotel

was seemed to be quite interesting to our group, rather than any boring/unexciting multinational companies.

EXECUTIVE SUMMARY

Quetta Serena Hotel is the representative of the four star brand with in the TPS (Tourism Promotion Services) of The Aga Khan Development Network (AKDN). Serena Hotels is renowned for their location in some of the world's most exciting and exotic destinations. Each Serena experience is tailored to be a unique and unforgettable experience, whether in a luxury safari camp or in one of the hotels or resorts.Quetta Serena Hotel has --- rooms and is targeting high income earners who need out of the ordinary services. Target segments include businessmen and high-ranked officials in order to capitalize on the strategic location in relation to the guests coming and going to Afghanistan, Gawader and Quetta itself.Differentiating the services and promoting via giving discounts will assist not only in building the “Serena” Brand as a whole but will also attract more guests thus increasing the market share and size of Quetta Serena Hotel. This will provide Serena with an opportunity to leverage its core competencies as regards servicing the guest in a luxurious environment

Table of Contents

Section 1: Introduction1. 1. Methodology……………………………………………………………………………………….

2. Executive Summary……………………………………………………………………….3. Introduction………………………………………………………………………

1.2

Section 2: Stratergies2.1 Nature of The Solution…………………………………………………………………………………..

1. Data Structure Design………………………………………………………………………..2. Entity Relationship Diagram………………………………………………………………3. Input Design……………………………………………………………………………………….4. Output Design……………………………………………………………………………………5. Flowcharts…………………………………………………………………………………………

2.2 Intended Benefits………………………………………………………………………………………….

2.3 Limits of The Scope of The Solution……………………………………………………………….

Introduction Quetta Serena Hotel has a distinctive identity - a character of its own. It has incorporated

many stunning architectural and decorative elements of the local people - famed for their

chivalry and martial prowess. Traditional arts and crafts, decorative patterns and other graphic

designs found throughout the plush interior of the hotel are an affirmation of pride in the local

culture and aesthetic traditions.

With stunning mountain views on all sides, the hotel is set amid flower-filed courtyards

with fountains and water channels around the fruit orchards. It provides guests with first-class

amenities and a world of luxury where the service is warm and gracious. From the doormen to

the reception, to the Room Service and everything in between, it promises to make each ones

stay a memorable one.

The hotel is conveniently located in the heart of the city, just 6 Kms from the airport and

at a leisurely 20 minutes walk from the railway station and the bus stand. It has its multi-cuisine

restaurant, coffee shop, doctors on call, travel and tours, money changer, round the clock room

service, swimming pool, beauty parlour, shopping arcade, laundry, and fax, Xerox, internet, and

secretarial service. All major credit cards accepted.

The hotel has beautiful gardens and fruit orchards, with water running through its channels creating the perfect setting for a relaxing evening. Besides enjoying the sports and leisure facilities at Serena, other places of interest are a visit to the picturesque Quetta Golf Club, or a trip to the Bazaar, where typical Balochi items are available at reasonable prices.

4. organizational chart

Mission Statement

To provide service according to the customer, the value of money.

Vision

Besides earning foreign exchange and increasing employment and manpower

development, tourism can contribute to national growth in more qualitative ways. Tourism that

promotes awareness of the environment of developing countries and improves appreciation of

their cultural traditions can help protect that environment and revitalise and sustain those

traditions.

MISSION

Our mission is to create buildings of outstanding ethnic design offering the highest

standards of service and product and providing management and our staff with an environment

which enables all of us to deliver operating standards beyond the Level of our guests’

expectations, resulting in satisfactory returns to our stakeholders.

Marketing and financial objectives:

Decrease or remove potential customers' resistance to buying our product, leading to a 5 percent increase in sales that are closed in six months or less.

To increase brand loyalty , leading to a 5-10 percent increase in sales that are closed in over an year

Increase overall room revenue by 10% on the past year. Keep payroll expenses down Continue to communicate our strategic objectives to our target market effectively

BACK GROUNDMARKETING SITUATION

POLITICAL ENVIRONMENT

ECONOMIC ENVIRONMENT

Pakistan, an impoverished and underdeveloped country, has suffered from decades of internal political disputes, low levels of foreign investment, and declining exports of manufactures. Faced with untenable budgetary deficits, high inflation, and hemorrhaging foreign exchange reserves, the government agreed to an International Monetary Fund Standby Arrangement in November 2008. Between 2004-07, GDP growth in the 6-8% range was spurred by gains in the industrial and service sectors, despite severe electricity shortfalls. Poverty levels decreased by 10% since 2001, and Islamabad steadily raised development spending in recent years. In 2008 the fiscal deficit - a result of chronically low tax collection and increased spending - exceeded Islamabad's target of 4% of GDP. Inflation remains the top concern among the public, jumping from 7.7% in 2007 to 20.8% in 2008, primarily because of rising world fuel and commodity prices. In addition, the Pakistani rupee has depreciated significantly as a result of political and economic instability

SWOT ANALYSIS

S W

NO COMPOTATION

DISTINCTIVE SERVICES

ESTABLISHED BAND IMAGE

LACK OF INNOVATION

VACANCY IN ROOMS

IN EFFUICIENT HR DEPARTMENT

O T

BORDERING AFGHANISTAN AND IRAN

GAWDER

RESTAURANTS BUSINESSES

POLITIAL IN STABALITY

TERIESIUM

TREAT OF NEW ENTRANT

STRENGTHS

Quetta Serena Hotel is the only four star hotel in the province of Baluchistan; leading to a

strong brand image and no competition threat . Serena’s strengths are its distinctive services like:

Presidential and executive suites

Serena Bazaar – Shopping Arcade (With goody shops)

Business Facilities including online conferencing, spacious meeting rooms

Modern Health club with tennis and squash court, steam bath , outdoor swimming pool

WiFi Facility and worldwide courier services

WEAKNESSES

Lack of competition means that there is little innovation and little variety in services. The

Human resource department is inefficient as it is difficult to find professionals from the local

population. Despite being the only 4-Star in the area Serena is still not able to achieve the

potential market share. The most central problem for Serena is that most of the rooms are vacant

and Serena needs new plans to achieve full-capacity.

OPPORTUNITIES

There are a lot of opportunities for the Hotel Serena. Tthe construction of Gawadar Port

will make Quetta the main centre of attraction for the business community. Quetta is the capital

city of Baluchistan, therefore, it is expected that within five years, Serena might triple their profit

by handling these opportunities promptly.

Other than that Serena’s brand make it more uncomplicated for Serena to go into the

restaurant business despite competition.

Baluchistan borders two countries, Iran and Afghanistan. Increased tourism means more

customers for Serena. The re-building in Afghanistan pulls businessmen, NGOs from around the

world and Quetta Serena hotel can be the best place for their stay in Pakistan.

THREATS

The biggest threat to Hotel Serena Quetta is that of new entrant in the coming years. Pearl

Continental (PC) constructing a Hotel in Quetta will destroy the Serena client-age.

The political instability of the country directly affects the business of Hotel Serena Quetta.

Pakistan has been declared as an unsafe zone by many countries of the world. Since the major

earning of the Serena is through tourism, therefore, political instability is the major setback for

Hotel Serena Quetta.

Terrorism also is of a great concern, the recent attacks on Marriot Islamabad reflects what

terrorism can do to a Hotel Business.

MARKETING STRATEGY

THE SERVICES (Products)

ROOMS

Decor at Serena captures the spirit of the land and its unique way of life. The romance of

the starlit desert and the culture of the city can be felt in the traditionally decorated guest rooms

that use ethnic motifs, decorative patterns and designs in bold colors.

The 140 rooms and suites with authentic Balochi décor, equipped with central air-

conditioning / heating, individually controlled.

Check-in time 12:00 noon

Check-out time 12:00 noon

Presidential Suites 2

Executive Suites 1

Executive Club Floor 25

Standard Rooms 104

Sets of Connecting Rooms 13

Non-smoking Rooms 19

GUEST SERVICES

Free Airport Pick & Drop by Hotel Shuttle (prior flight information necessary) Free Car Parking

Concierge Executive Club (Express Check-in Check-out) Daily local newspapers Foreign currency exchange Major Credit Cards accepted 24 hours Business Center 24 hours Room Service In-house Laundry / Dry cleaning Voltage 220 convertible 110 V Safe Deposit Box Cable TV Network Direct National & International dialing from Rooms Rent-a-Car

Airline Ticket confirmation Mini-bar in rooms Security/Fire Safety Barber Shop/Beauty Parlor Serena Bazaar- Shopping Arcade (Carpet, Antique, Gift shops etc) Doctor on Call Choice of in-house movies Worldwide courier service

DINING

Consisting of Ziarat Coffee Shop, Xuelian, a Chinese Restaurant, Garden BBQ, serving delicious cuisine to satisfy different palate. A delightful blend of Balochi and continental cuisine is available in the food outlets.

The hotel is constructed by keeping in view the special cultural architectural of the province of Balochistan. Its halls are named after the special cities of Balochistan such as Gawadar, Pasni, Makran, Loralai, Killa Saifullah etc.

The cultural values and architectural of Balochistan is reflected in total structure of the Hotel. Foods are served to the guest with full hospitality.

Leisure ClubSerena gives membership of leisure club on yearly basis. They charge Rs. 18,000 for family

membership and 13,000 for single membership. The leisure club include the health and fitness club, the steam bath, swimming pool, squash courts, tennis courts, table tennis etc. The people of every age group are members of the leisure club.

MARKET SEGMENTATION To apply marketing strategies it is necessary to first divide the target market into the following groups , appropriate strategies’ are also given.

1. RACK CUSTOMERS These are walk in customers. Meaning that they come very rarely, maybe once a year, twice a year or once in their lifetime to stay in Hotel Serena. The ratio is 2.2 percent and Hotel Serena Quetta charges.Breakfast is given complementary.

2. COMMERCIAL CUSTOMERS All multinational firms belong to this group. The ratio is 15%. Hotel Serena Quetta gives them 40% discount on the rack rates. Breakfast is given complementary.

3. CORPORATE 1 AND CORPORATE 2 CUSTOMERS These customers include banks and pharmaceutical companies. In Corporate 1 they reserve around 50 to 60 rooms and in Corporate 2 they reserve around 80 to 100 rooms. Their common ratio is 27%. Hotel Serena Quetta provides Corporate 1 with 50% discount and for Corporate 2 they provide them 60%. Breakfast is given complementary.

4. DIPLOMATS The ratio of these customers is 8%. Hotel Serena Quetta provide them 30% discount. Breakfast is given complementary.

5. UN AGENCIES UN agencies include UNHCR, UNICEF, WHO, UNDP etc. They make 15% of the total. Hotel Serena Quetta give them 40% discount and. Breakfast is given complementary.

6. GOVERNMENT This sector comprises of all the ministries and divisions of the Government of Pakistan. They are 8% of the total ratio. Hotel Serena Quetta gives them a discount of 25%. Breakfast is given complementary.

7. GROUP RATES Group Rates are the rates who are given to people who reserve the rooms in groups such as Pakistan Air Force and Pakistan Navy. Their ratio is 5% and Serena gives them 50% discount. Breakfast is given complementary.

8. TOUR OPERATOR RATES These are the visitors/tourists who travel to visit Baluchistan. Earlier in this decade their ratio was about 10% but now their ratio is as less as 0.02%. Serena gives them 10% discount. Breakfast is given complementary.

9. AIRLINES These include the crew of PIA and all other international airline companies. Their ratio is 16.78%. Serena gives them a 60% discount as they are the most regular customers and loyal to Serena. Breakfast is given complementary.

Pricing Pricing strategy has been consistent with the marketing objectives , to increase potential market share by 10%.

Single US$ 187

Double US$ 187

Executive Suite US$ 255

Presidential Suite US$ 340

Executive Club Premium US$ 26

Jasmine Floor Premium US$ 17

Extra bed US$ 17

Buffet breakfast US$ 6

Buffet lunch US$ 7

Buffet dinner US$ 9

BBQ dinner US$ 9

Lunch box US$ 6

Hi-tea US$ 4

Promotion In order to achieve the marketing objectives

Public relations activities will continue to play an important role in the marketing mix; presenting hotel as a supportive member of community and participating in significant local events.Quetta Serena Hotel organizes events throughout the year to promote itself.

o The Gwalmandi food street is a special feature that Serena holds on its rooftop in summers. In Gwalmandi Food Street all the Pakistani dishes are served in the Pakistani style.

o Ice Cream festival which is held each summer , with offers like eat all you can in rupees etc

o Tombola Nights in which families and individuals enjoy dinner and win prizes by playing

o Basant Festival which is held to celebrate the arrival of summer

o Barbeque Nights which families and individuals enjoy dinner with classical music

Budgeting

Following Are the Names of the Departments with the Specific Budget Budgetary Allocations Million Rupees

•Food And Beverage. 4.35

•Sales And Marketing. 3.4

•Finance. 4

•Front Off. Managers. 2.5

•House Keeping Dept . 1.65

•Chief Engineer . 2.7

•Purchase Dept . 2.9

•HR Dept. 1.5

TOTAL (Million Rs.) 23

Graphical Representation of Budget

REFERENCES

http://www.serenahotels.com/pakistan/quetta/activities.htm

http://www.serenahotels.com/pakistan/quetta/rates.htm

http://www.serenahotels.com/pakistan/quetta/areamap.htm

http://www.serenahotels.com/pakistan/quetta/Environment.htm

http://www.serenahotels.com/pakistan/quetta/suites.htm

http://www.serenahotels.com/pakistan/quetta/home.htm

http://www.serenahotels.com/luxury.htm

Mr. Kazim, The Marketing Manager, Hotel Serena Quetta.

Mr. Nadeem, The Sales Executive

Major Durrani, The HR Manager

Conclusion