Académique Documents
Professionnel Documents
Culture Documents
Hashoo Group of Companies was established under the leadership of Mr. Sadruddin
Hashwani. In a period of some three decades he through his single handed dedication and
commitment to the Profession has transformed this Group in to a leading industrial group
of Pakistan, well known for its forward-looking approach, and highest standards of
quality and integrity.
Starting with Cotton Trading, Hashoo Group of Companies today boasts the only chain of
Five -Star Hotels in Pakistan namely The Pearl Continental Hotels chain and the Karachi
Marriott and the Islamabad Marriott Hotels with presence in all the provincial capitals
and the Federal Capital except one. Today, Hashoo Group of Companies besides hotel
industry encompasses oil and gas exploration, mining, ceramics, pharmaceuticals,
tourism and travel. It also has considerable investment in real estate. Mr. Sadruddin
Hashwani with his keen eye on the future is now guiding the Group to enter the field of
Information Technology (IT). Towards that end a wholly owned subsidiary of the Group
known as Net 21 (Pvt) Ltd is currently operating as Internet Service Provider that is
planned to serve as springboard to launch substantive IT projects.
The oil and gas exploration is being done under the Orient Petroleum Inc, which has
recently met with successful find. The Group is constantly on its forward march. Some
examples of it are: The construction of Pearl Continental Hotel Bhurban in the
picturesque Murree hills, Construction of new wing called Atrium Wing of The Pearl
Continental Hotel Lahore equipped with the most modern amenities, Continual up-
gradation and modernization of Pearl Continental Hotels and Islamabad as well as
Karachi Marriott Hotels, Acquisitions of the state-of-the-art Ceramics Factory to design
and produce crockery and a plant known as Gelcaps to manufacture halal gelatine
capsules for the pharmaceutical industry according to the most stringent quality
standards. Mr. Hashwani’s Vision knows no bounds and it will be difficult to predict as
to what will be his focus of attention tomorrow. For him time is short and the Art is long.
Karachi
Lahore
Rawalpindi
Peshawar and
Bhurban
Pakistan Services Limited was incorporated in 1958 as a Public Limited Company and is
quoted on the Stock Exchange. It owns and operates the Pearl Continental Hotels
(formerly Inter Continental Hotels) and is recognized as the largest and oldest hotel
company in Pakistan.
Pearl Continental Hotels is the first Pakistani chain which has achieved excellent
international standards of quality products and services. In recognition of its high
standard, the Pearl Continental Hotel, Karachi was conferred the prestigious membership
of the "Leading Hotels of the World", an exclusive global organization of deluxe hotels
established in 1928.
BOARD OF DIRECTORS:
Mr. Sadruddin Hashwani
Chairman
Mr. Murtaza Hashwani
Chief Executive
Ms. Sarah Hashwani
Mr. Vazir Ali F. Mohammad
Syed Sajid Ali
Syed Aslam Ali
Mr. Shiraz Noordin
AUDIT COMMITTEE
Mr. Sadruddin Hashwani
Ms. Sarah Hashwani
Mr. Vazir Ali F. Mohammad
BANKERS
Habib Bank Limited
KASB Bank Limited
National Bank of Pakistan
PICIC Commercial Bank Limited
Saudi Pak Commercial Bank Limited
Union Bank Limited
REGISTERED OFFICE
A-9 Mohammad Ali Bogra Road
Bath Island, Karachi, Pakistan
Tel : 021-5872941-4
Tlx : 21259 HOTEL PK
Fax : 021-5879872-4
http://www.pchotels.com.pk/
http://www.hashoogroup.com.pk/
http://www.pchotels.biz/
http://www.hashoogroup.biz/
HUMAN RESOURCE AND
COMPANY SECRETARY
Syed Masud Arif
AUDITORS
Taseer Hadi Khalid & Company
Chartered Accountants
LEGAL ADVISOR
Liaquat Merchant & Associates
The introduction of the grandiose project, "The Atrium Wing", is the addition of large
banquet facilities measuring up to 7600 sq ft. along with 287 Deluxe Rooms, including
28 Business Suites and 2 Presidential Suites, to the existing 200 room’s property.
Expertise and luxuries have been gathered from all over the world to make it a venue of
international business activities.
Each room opens with an encoded key card and has the added luxury of a dedicated
butler, to attend to the guest's needs. The rooms are also fully equipped with all modern
gadgets such as Data Port, Electronic in-room Safe and a personal mini bar.
Bukhara is the hotel's specialty restaurant, renowned for its fine barbecue delicacies and
ethnic atmosphere. Marco polo is highly recommended for superb Pakistani and
Continental dishes, whereas Nadia Tea Lounge serves Tea menu and Coffee. The Club
is an exclusive dinning facility for resident guests in the Business Center, While Tai Pan
is the place to sample regional Chinese dishes.
The Atrium Wing's Convention Centre can hold Conferences & Banquets for up to
2000 guests, while the hotel's full fledged Business Center features two fully equipped
board rooms and three private offices. The guests can spend time at the hotel's fitness
center or shop at "Pavilion", the hotel's impressive shopping arcade.
ACCOMMODATION:
485 Grand rooms including, 32 Junior Suites, 34 Executive Suites, 4 Deluxe Suites, and 3
Presidential Suites. Room measure approximately 450 sq. ft. Featuring, Facsimile
machine, Data Port, Electronic Key System, Electronic in room Safe, Mini Bar, Safety
Alarm, Fire Sprinkler System, Radio and Television with Satellite Channels, In House
Movie Channel, Butler Service, Separate Glazed Shower Compartment, Hair Dryers,
Magnifying Shaving Mirror, and Direct Dial Telephone, etc.
DINING FACILITIES:
• Macro Polo Cafe: Round the Clock, (Capacity 160 Seats)
• Tai Pan: Chinese Restaurant for Lunch and Dinner (Capacity 88 Seats)
• Nadia Tea Lounge: For Hi Tea (Capacity 28 Seats)
• Dumpukht: Royal Mogul Cuisine for Lunch and dinner (Capacity 80 Seats)
• Bukhara: Open air Restaurant for Barbecue Dinner (Capacity 150 Seats)
• Muddy's Place: Theme Restaurant offering Mexican cuisine (Capacity 90 Seats)
• The Employee Cafeteria: In employee cafeteria services are provided to
employees.
• Cyber Cafe: Under construction.
• Mexican Steak House: Under development.
• The Club: Located in Business Centre, for club members only (Capacity 38
Seats)
BUSINESS CENTRE
Round the Clock Business Centre consists of 2 Board Rooms and 3 Offices. For in office
dining facilities, "The Club" located in the Business Centre offering dining facilities for
38 persons. (For Members Only, some time for others).
FACILITIES
• Fully Integrated Computer System for Conferences
• Flip Chart
• Video Screens
• Photo Copying
• Most Modern Audio Visual Network
• Full Secretarial Services
• International Dialing
• E. Mail and Internet Access
RECREATIONAL FACILITIES
• Separate facilities for ladies and gentlemen with Steam Sauna, Massage and
Aerobic.
• A large temperature controlled swimming pool with underwater music,
combined with Amphitheatre set in beautiful landscaped gardens.
SHOPPING ARCADE
Located at Mezzanine floor, consists of 70 shops, offering a wide range from High
Fashion to Bukhara Carpets.
CURRENCY EXCHANGE
Our cashier at the reception will be pleased to convert your Foreign Exchange into Pak
Rupees. Please note, we do not sell foreign currencies.
DOCTOR
Services of a doctor are available round the clock, through reception, for customers and
one dispensary are for employees.
COURIER SERVICE
Your urgent documents and parcels can be rapidly dispatched Worldwide.
ACCESS:
GUESTS
The convention Centre and the Meeting Rooms are located off the main lobby. Access is
through a special and separate entrance or via the Atrium Lobby with a two-way
escalator.
GOODS
The loading dock is located in the basement, Access to the loading dock is only permitted
for unloading and loading of vehicles during setup and dismantling of the event. Parking
in this area cannot be allowed.
• The Crystal Room, measuring 11500 sq. ft. can be divided in two sections by
sound proof moveable partition; can accommodate 1350 guests in theatrical style.
• The Emerald Meeting Room, measuring 5100 sq. ft can be divided in three
sections by sound proof moveable partitions; can accommodate 540 guests in
theatrical style.
• Pre Function Area, measuring 7600 sq. ft. can accommodate 540 guests for
reception.
SHALIMAR LAWNS:
• Shalimar Lawns are ideal for open-air banquets, measuring 16000 sq. ft with
capacity for 1250 guests for reception.
WINGS
There are two wings in PC Lahore
• Atrium Wing (New Wing)
• Mall Wing (Old Wing)
AVAILABLE EQUIPMENT
Hotel has the following audiovisual facilities:
• Video Projection System
• Screens
• Magee Board
• Flip Chart
• Laser Pointers
• Overhead Projectors
• Slide Projectors
PHOTOGRAPHER
The Convention department can arrange for the hotel appointed photographer. Subject to
prior arrangement photographs taken during the functions, can be delivered within three
hours.
HOSPITALITY DESK
A hospitality desk can be placed at your disposal in the area designated to that effect. We
would wish for the following rules to be followed by your personnel at the hospitality
desk:
• Proper attire at all times
• No smoking, drinking or eating
• Not engaging in any activity foreign to their duty
• The pattern of the display signs needs prior approval
SAFES
The hotel declines all responsibility for belongings and valuables. Safe deposit boxes are
available at the reception desk.
CREDIT
The hotel for the settlement of hotel bills accepts the following credit cards.
• American Express
• Master Card
• Visa Card
• Diners Card
• JCB
SAFETY REGULATIONS
• Any accident or loss occurred to the exhibitor's personal staff or exhibits will be
the exhibitor's own responsibility.
• Exhibitors will comply with hotel safety regulations specifically in regard to fire
proof decoration or protection against electrical malfunction.
• Any activity threatening fire safety standard or damage to the hotel property will
be discouraged.
RESTRICTIONS
Display of signs or banner is not allowed within all public areas of the hotel.
• Consumable, i.e. Food and Beverage items, may not be brought into the hotel.
Food and Beverage items cannot be served to the exhibit booths.
• The exhibitor can only use the area placed at its disposal and cannot be extended
to the other public areas of the hotel.
• The exhibitor undertakes to return the space in its initial condition, any
requirement regarding setup or display against the walls must require prior
permission from Conventions department.
• The use of nails, tack, stickers etc. is prohibited.
The mission statement of the Pearl Continental almost covers all aspects of an effective
mission statement.
Its Mission Statement can be defined as:
"Our Mission is to be the hotel recognized as leader in the Industry in any aspect. We
are committed to Train & develop all our staff members so that they grow in their
careers and provide services & standards, which exceed guest expectations".
Hotel management and work force is handled by the general manager and has assistance
general manager, directors, managers, supervisors, and workers.
The operational management team consists of assistant general manager, controller
finance, director food and beverage, chief engineer, managers of different departments.
ORGANIZATIONAL CHART
CHAIRMAN
Director Operation
& Administration
General Manager
F.O. Accounts Engineering F&B Purchase Personnel Sales & Mkt. Marcom security
Marketing Manager
(Miss Saira)
Asst.Mak. Manager
Ali But
Mkt. Coordinator
(Ahmad Mala)
Regional sales
Lahore sales
REGIONAL SALES
Corporate Director
Director sales
(Asim)
Director Sales
Sales Manager
(3)
Sales Coordinator
(6)
ACCOUNTS DEPARTMENT
• Finance section
• Payroll section
• Payable section
• Room deviation
• Linen
• Laundry
PURCHASE DEPARTMENT
Purchase officer
(4)
Purchase secretary
Purchase Assistant
Drivers
(2)
ENGINEERING DEPARTMENT
• Electrical system section
• Telephone section
• Audio, video systems section
• Plumbing system section
• Communication network section
FRONT OFFICE
• Reception
• Reservation
• Restaurants
• Concierge
• Guest relation
• Business centre
• Rent a car
Security Manager
SECURITY DEPARTMENT
Security Officers
(4)
Asst. Security
Officer (4)
Inspector
(20)
FRONT OFFICE
F O. Manager
Night Manager
Reception Manager
Shift Leader
(2)
Supervisors
MANAGERIAL POLICIES
Asst. Supervisors
Due to the rapid changes that are taking place the attitude, values, beliefs, ideology and
technology are in a constant state of change. Therefore an organization has to make
policies which can meet these changes. Some of the pearl continental policies about
certain matters are as under
2) EMPLOYEES
We wish to enhance the carrier of our employees and we like to think that this a
satisfying company to work where condition are above average for all the
workers.
3) PRODUCT
Our product should meet the customer’s expectation and we should ensure that
our products are not harmful.
4) CUSTOMER
The customer is why we are here. We shell not only giver good value for money
we must satisfy his every demand.
5) COMPETITORS
We should respect the competition and we will compete vigorously but not
illegally.
Personnel Manager
In the modern changing environment, the personnel department has gained tremendous
importance in the working of an organization. Functions performed by the personnel
department are as follows
5) PROMOTION OF EMPLOYEES
Personnel department also manage promotion and upgrading policies. While
recommending a person to be promoting the department sees the sincerity, ability
and other policy element.
7) SETTLEMENT OF COMPLAINTS
The personnel department also handles the complaints of different employees.
These complaints may about the behaviors of supervisors or fellow employees.
9) TRANSFER OF EMPLOYEES
Personnel department also take part in the transfer of employees. In the case a
department needs the services of an employee working in other department
personnel department may transfer the employee after his/ her consent.
RECRUITMENT
2 ADVERTISEMENTS
High level jobs are usually filled through the advertisement in the news
papers. In the newspapers the nature of the job and other condition for the
applicant are notified.
3 PROMISING INTERNEES
In pearl continental hotel Lahore promising internees who perform
`exceptionally well during their internships are also provided with an
employment opportunities.
4 EMPLOYEE REFERENCES
Some time recruitment is also undertaken with the help of employee’s references
regarding a candidate. If the hotel authorities feel that the candidate will be
beneficial for the hotel, the candidate is provided with an employment
opportunity.
1. PRELIMINARY INTERVIEW
The first step in the hiring of an applicant is the initial interview during which the
attempt is made to screen out considerable candidates. The initial interview is
taken by the personnel manager.
2. APPLICATION BLANK
In case the result of the initial interview is favorable, the applicant is given an
application blank to fill out. This application blank can be filled out in the time office
or at home.
3. SCREENING TESTS
After receiving and reviewing the applicant of a candidate, the personnel manager
calls the applicant to take a number of screening tests such as general intelligence,
English and other languages skills, personality etc.
6 FINAL INTERVIEW
After doing this, a final interview is arranged at which all the facts at hand are
considered and decision is made whether applicant shell be hired or not.
During the final interview the personnel manager negotiate with the applicants
about the matters, type of job, pay, bonuses etc.
7 PHYSICAL EXAMINATION
An applicant is arranged to a physical examination. Employment of course is
based on any applicants passing the physical tests.
9 ORIENTATION
An orientation is made in which new employee is introduced to the hotel and
different person working in the hotel.
10 PROBATION PERIOD
New associates have a probation period which can be extended to 9 months.
New associates are not entitled for ant benefits during the probation period
except for pick up and drop of service and free lunch and tea.
1 MEDICAL FACILITY
The hotel is currently providing the medical facility to its employees. A
doctor visits the hotel each day and ill employee can get free medicines
and advice from the doctor.
2 TRANSPORTATION FACILITY
The hotel is also providing the transportation facility to its employees. The
busses of hotel go to different area and provide free transportation to the
employees.
5 FREE MEAL
The hotel is also providing free meal to its employees. Each day the
employees enjoy this facility in form of breakfast, lunch and dinner which
is arrange in the cafeteria.
6 FREE TEA
7 LOCKER FACILITIES
The hotel is also providing locker facilities to its employees .the lockers
assigned by the personnel officer and the employees can not exchanges
these lockers with out permission. it is also the duty of employees to keep
their lockers in good conditions
HOUSE RULES
PROBATION PERIOD
a. New associate has a probation period which can be extended unto nine month.
b. new associate are not entitled for any benefits during the probation period except
pick and drop services
c. any time off during the probation will be without pay
d. pay day is first of the each month
e. working over time can not be refused
f.
duty.
c. Any employee must notify time office when he is carrying more than the said
amount.
e. Any employee should immediately report any lose electric wiring, broken or
d. Habitual absence without leave or absence without leave for more than 10
days.
rule
k. Improper action or work habits which may endanger the safety or welfare of
l. Lack of respect or courtesy towards the hotel visitors guest, clients, customers
FUNCTIONS OF DEPARTMENTS
PERSONNEL DEPARTMENT
PURCHASING DEPARTMENT
ACCOUNT DEPARTMENT
SECURITY DEPARTMENT
ENGINEERING DEPARTMENT
RESTAURANTS
PERSONNEL DEPARTMENT
The major role of this department is perhaps, more accurately conveyed by the term
Human Resources Department. At Pearl Continental Hotel, this include,
Employee’s matters
Performance appraisal
1. Reception Counter
2. Reservation Counter
4. Concierge
Telephone information.
Scrolling register.
Make up calls.
RESERVATION COUNTER
Reservations through telephone.
Reservation through faxes & telex.
Reservation confirmation.
Reservation changing.
Reservation Cancellation.
Reservation finalization.
Reservation through sales.
Hotel-to-Hotel Reservation.
Confirmed through telex.
Group handling sales.
Airport pick & drop service arrangements.
Reservation correspondence filling.
Preparation of reservation slips.
Guest’s allotment.
Room checking.
Making bills.
Bills transferring.
Feeding in computer.
CONCIERGE
In Pearl Continental Hotel guest are not only treated through accommodation and
dinning but also a parting different services like:
Room Service dry cleaning facilities
Postal service
Aparting service
First Aid
Room checking
Room service
BUSINESS CENTRE
It has direct relations to different business centers. In-house and other guests find a new
and full fledged round the clock Business Center, conveniently located in the Atrium
Lobby, offering full secretarial services. The professional and well-trained staff of the
Business Center is proficient in the use of computers and complete audiovisual facilities,
available at the disposal of guests. Two boardrooms and three private offices complement
the center. The Club, an exclusive dining facility in the Business Center has been
introduced to provide privacy and recognition in a private Club ambience. It features a
Sam bonnet trolley service for Breakfast, Lunch, Dinner and Snacks with a "Menu Du
Jour" also available. The club is open to members only.
Organizing festivals
Functions
To market these sales executive is assigned major customers based on historical data, and
is expected to all upon them regularly. Also there are numerous professional
organizations that have either held conferences or are potential new customers that are
contacted on the telephone.
General store
Engineering store
Food and Beverage dept
All multi things needed for rooms and requisition of different
departments.
Purchase manager himself visit to the market and collect, different samples and
quotations (at least three) and chooses one for placing order after approval from G.M.
Quotations are also called by advertisement in newspapers. Purchasing manager prepare
lists and give to front receiving office. When order is placed, goods received by front
receiving office. On receiving goods this office clerk tally with the list received from
purchasing department. Then he records in bin cards and kept in the store, (if not
perishable). Same process is adopt by the different dept., (G. store, Engineering etc)
PURCHASE BALANCE
Purchasing dept. is not dependent on other departments. They don't require any report for
submission to accounts department, for final checking. But purchase dept. has to be very
careful about quality control of any thing. Purchase Manager has some particular amount
with himself. This balance serves as payment to the outsider's to seller's and vendors if
These prices will be quoted in the P.O. and approved by the Purchase Manager, then this
is sent to the controller finance who will approve it according to the budget of the
department then P.O. will sent to the G.M. After the approval of G.M. this is sent to the
purchase dept. This P.O. have five copies one copy after approval is given to the head of
the department who raised P.R. and second is given to Account office and third copy is
given to receiving in charge and fourth copy is filed in the purchase department record
and fifth original copy is given to the vendor who has to provide the product.
Inventory controlling department covers Food & Beverage. It has three sub departments:
1. General employees
Amount written on it will less from total cost of consumed. While it will be added in total
sale price. Cost controller maintains different types of report and statements.
INVENTORY CONTROLLING
Inventory controller generally maintains two types of reports.
It includes:
a) General stores
b) Engineering stores
c) Food stores
It includes:
a) Issuance of material
b) Issuance of supplies
He compiles these reports and maintains a final report of reconciliation as per
store requisition.
Explanation
In this report or statement there is written as:
Opening Inventory + purchase - Expenses issues = Balance.
Adjusted entries are recorded as previous three months e.g. if any entry maintain
later on these will be included as adjusted entries.
The Privilege Club of Pearl Continental Hotel provides many privileges to its members. It
issues a Gold Card and supplementary card to attain privileges.
ACCOUNT DEPARTMENTS
Account department plays controlling role in any organization. Hence almost every
documents route through this section. This provides an opportunity to have check and
control on the various departments of the Hotel.
ACCOUNT DEPARTMENT
This department is divided into eight sections
:
1. Finance section
2. Credit receiving section
3. Purchase section
4. Dispatch section
5. Sales section
6. Cash section
7. Income Auditor
8. Payable section
Housekeeping department is responsible for the cleanliness of the hotel including guest
rooms, public areas, corridors, restaurants, lounges, laundry and uniform dept. are under
their jurisdiction also.
The dept. is functioning with its first and foremost objective to clean each internal and
external corner of the hotel. They look after the banquet lounges, health and VIP rooms.
The dept. has supervisors, sewing machine operators, laundry attendant and assistant
housekeeping manager. Manger of housekeeping dept. is the one who is responsible to
manage in such a manner to provide luxurious housekeeping with minimized costs.
LAUNDRY MAIDS
Laundry hotel and guest laundry, organizing linen for the laundry
.
HOUSE PORTERS
Moving linen and other housekeeping suppliers, heavy or difficult cleaning light
maintenance.
SECURITY DEPARTMENT
There have always been security needs whenever services are rendered, but traditionally
this has been restricted to pilferage. In modern era service organization have seen
increasing sophistication of the security system offset new and unexpected challenges.
ENGINEERING DEPARTMENT
Under the veneer of the hotel facade lies the proverbial engine which keeps the
operations literally afloat. The engineering/maintenance functions not as glamorous as
other functions, but just as important, the engineering department is responsible for:
Neil.H Bordon gave this concept in 1960’s. Marketing mix is defined as "The set of
controllable tactical marketing tools - product / services, price, place and promotion
- that the firm blends to produce the response it wants in the target market”.
The marketing mix consists of everything the firm can do to influence the demand for its
product. The many possibilities of marketing mix can be collected into four groups of
variables known as the four P's (introduced by McCarthy).
i) Product
ii) Price
iii) Place
iv) Promotion
In the hotel industry, Pearl Continental has a complete image about its services. Pearl
Continental establishes a complete brand name in the hotel industry. The services of these
hotels are related with the persons, places or organizations or any combination of these.
Pearl Continental & Marriott hotels are under the ownership of Hashwani’s group. The
five Pearl Continental hotels are situated in Pakistan's foremost business. This hotel has a
largest group of five star hotels in the country. The hotel provides the best services
against its competitor. The hotel provides services up to twenty-four hours a day. There
DINING FACILITIES
Dining Facilities
Marco Polo Cafe
Tai Pan
Nadia Tea Lounge
DumPukht
Bukhara
Muddy's Place
The Club
Room Service
BUSINESS CENTRE
Round the Clock Business Centre consists of 2 Board Rooms and 3 Offices. For in office
dining facilities, "The Club" located in the Business Centre offering dining facilities for
38 persons. (For Members Only)
ROOM SERVICES
The PC Lahore comprises of 485 rooms in the new Atrium Wing which includes 28
Business Suites, 24 Deluxe suites and 2 Presidential Suites and 198 rooms in the Mall
Wing which includes 15 suites, which are designed to provide the ultimate in comfort.
Each room features data Port, Electronic Key System, Electronic in-room Safe, Mini Bar,
Safety Alarm, Radio and Television with Satellite Channels, in-house Movie Channel,
Separate Glazed Shower, Compartment Hair Dryers, Illuminated Magnifying Mirror,
The guests have access to all kinds of services and facilities so as to make their stay, not
only comfortable, but also a memorable one.
The New Pearl is not simply all that. It has every intention of offering its guests services
and facilities that they expect of genuine first class hotels, services which have not yet
been made available on this scale before in Pakistan.
Besides these the following services and facilities are available to our guests:
• Laundry/Dry Cleaning
• Travel Desk
• Parking
• Baby Sitting
• Airline Offices
• In-House Doctor
• Florist
• Bookstore
• Business Centre
• Pharmacy
• Car Rental
RECREATIONAL FACILITIES
• Separate facilities for ladies and gentlemen with Jacuzzi, Sauna, Tennis and
Squash Courts.
• A large temperature controlled swimming pool with underwater music, combined
with Amphitheatre set in beautiful landscaped gardens.
SHOPPING ARCADE
Located at Mezzanine floor, consists of 68 shops, offering a wide range from High
Fashion to Bukhara Carpets.
Parking area is located at the Southern end of the building, provides the parking facility
for approximately 850 cars.
CURRENCY EXCHANGE
Our cashier at the reception will be pleased to convert your Foreign Exchange into Pak
Rupees. Please note, we do not sell foreign currencies.
DOCTOR
COURIER SERVICE
Your urgent documents and parcels can be rapidly dispatched Worldwide.
ACCESS
GUEST
The convention Centre and the Meeting Rooms are located off the main lobby. Access is
through a special and separate entrance or via the Atrium Lobby with a two way
escalator.
SHALIMAR LAWNS
Shalimar Lawns Ideal for open air banquets, measuring 16000 sq. ft with capacity for
1250 guests for reception.
WINGS
There are two wings
• Atrium Wing (New Wing)
• Mall Wing (Old Wing)
FLOWER SHOP
You can get different types of flowers to share your pleasure at different occasions.
LAUNDRY/DRY CLEANING
It provides dry cleaning facility not only to the hotel’s guests but also to the outsiders.
AVAILABLE EQUIPMENT
HOSPITALITY DESK
A hospitality desk can be placed at your disposal in the area designated to that effect. We
would wish for the following rules to be followed by your personnel at the hospitality
desk:
• Proper attire at all times
• No smoking, drinking or eating
• Not engaging, drinking or eating
• Not engaging in any activity foreign to their duty
• The pattern of the display signs needs prior approval
CREDIT
The hotel for the settlement of hotel bills accepts the following credit cards.
• American Express
• Master Card
• Visa Card
• Diners Card
• JOB
• Habit Bank
• Muslim Commercial Bank
• Unicard
SERVICE CLASSIFICATIONS:
Services are related with the intangible products and differ from the tangible products.
Services are classified into the different groups. Classification is important it gives us a
great understanding of the values that we provide to our customers. This understanding
about calcification of services provides the insight needed to create effective marketing
strategies.
Pearl Continental has classified its services on
• Profit Objective
• Customer Type
• Labor and Equipment needs
• Customer Contact
CONSUMER TYPE
Service firms have both consumers and organizational customers. The services are
identical in some cases, but different marketing strategies are required for the different
type of customers.
Pearl Continental has two types of clients;
• The Regular Corporate Client
• The General Client.
The seventy five percent (75%) of the hotel's business is depend on the corporate client.
Many large organizations have a contact with the hotel and their clients regularly avail
the services of the hotel. Seventy percent (70%) of the tourists are regular corporate client
of the hotel. They come here and avail the services for the business purposes or for
recreation. There is another type of customers that is the general clients of the hotel.
These customers come here for the recreation. So the hotel has a different marketing
strategies for the corporate client and different for the general client.
Price, in fact, is probably the most flexible variable in the marketing mix. Marketers can
usually adjust their prices more easily and more quickly than they can change any other
marketing mix variable. However, under certain circumstances, the price variable may be
relatively inflexible.
Price goes by many other names rent tuition, fare, rate, interest, toll premium, and even
bribe. But all these names add up to one thing, what consumers pay for a product or
service. The key to determining a product's price lies in understanding the value that
consumers perceive in the product and that value results from their perceptions of the
total satisfaction provided by the product for service.
Price has psychological impact on customers and marketers can use it symbolically. By
raising a price, they can emphasize the quality of a product or service and try to increase
the status associated with its ownership. By lowering a price, they can emphasize a
bargain and attract customers who go out of their way. Price has a strong effect on sales.
Prices help to determine a company's profits. It is profits that enable companies to spend
money for research and development.
• Marketing objectives
• Marketing mix strategy
• Organization.
MARKETING OBJECTIVES
Before setting price, the company must decide on its strategy for the product/service. If
the company has selected its target market and positioning carefully, then its marketing
mix strategy, including price will be fairly straightforward. Pricing strategy is largely
determined by decisions on market positioning. At the same time the company may seek
additional objectives. The clearer a firm is about its objectives the easier it is to set price.
But nowadays due to the expansion in hotel market Pearl Continental obtains to
have a market share leadership. They believe that the company with the largest market
share will enjoy the lowest costs and higher long run profits. To become the market share
leader these organizations set prices as low as possible. A variation of this objective is to
pursue a specific market share gain. Although Peal Continental considers to be a leader in
the hotel market, but with the passage of time, competitors has been increased this
industry. it is difficult to maintain "Buyer Market" which means that they adjust their
prices according to their customers. They have to act accordingly to their customers, in
order to remain at top position. Nowadays, their competitors and consumers set mostly
the prices. While setting their prices they keep a complete analysis on the prices of their
competitors and they adjust the prices according to their customers.
Service costs can be incurred. Pearl Continental develops new services in order to
maintain and attract customers. It always in an effort to come up with a variety of new
services. The pricing of every service offered by Pearl Continental differs from one
another. The pricing strategy follows that it should cover the cost and also maintains the
due profit margin of Pearl Continental.
Following are the some prices concerning the room rates of the old & new wing of Pearl
Continental.
The prices of old wing are differed by Rs.700 to Rs.800 with the prices of new wing:
TARIFF:
Single Rs.8500
Twin or Double Rs.9500
Business Suite Rs.12000
Studio Rs.12000
Deluxe Suite Rs.18000
Presidential Suite Rs.35000
Mall Wing
Single Rs.7000
Twin or Double Rs.8000
Standard Suite Rs.12000
Executive Suite Rs.15000
MARKETING CHANNELS
Marketing channel is a system designed to move goods and services from producers to
the customers, which consists of people and organizations supported by various facilities,
equipment and information resources. It is a set of interdependent organizations involved
in the process of making a service available for use or consumption by the consumer or
business user. Marketing channels are a necessary component in the marketing of all
goods and services, in both for profit and nonprofit organization.
The management of Pearl Continental use marketing channels to promote its goods and
services. In the Pearl Continental, marketing channels also benefit customers and giving
organization access to the right services at the right time.
The hotel has a proper marketing channel in the marketing of all services and provides
services to customers. The management of this hotel divides the work of the channel
according to different functions and these functions are assigned to channel members
who perform these works with most efficiency and effectively to provide satisfactory
assortment of goods and services to target consumers.
The Pearl Continental has a direct marketing channel with their target class. They have
no intermediary levels in the channels. They aware their customers directly about the new
service package. The marketing channel of this hotel provides customer support and
service. Customer service is a crucial aspect of this hotel. With the help of direct
marketing channel, management of Pearl Continental knows exactly about their regular
clients that what services must be provided to them.
CHANNEL DECISION
The management faces several channel decisions. In designing marketing channels,
management struggle between what is ideal and what is practical.
The management of Pearl Continental designs its channel very carefully so that they
convince the people very easily about the services of the hotel. The Pearl Continental
designs a channel system for analyzing consumer service needs setting the channel
objectives. With the help of properly designed channel system they can fulfill the need of
their customers.
The success of the Pearl Continental depends not just on its own actions, but on how well
its entire channel competes with the channels of other hotels. The P.C has a large number
of corporate clients so they provide a high value of services to their customers. The hotel
The Pearl Continental's channel objectives also are influenced by the nature of its
services, hotel policies, competitors and the environment. The management sees the
objectives according to the competitors and environmental factors. They launch new
service in flexible economic conditions, so consumer can avail the services in a very
flexible manner.
LOGISTIC MANAGEMENT
The tasks involved in planning, implementing, and controlling the final goods and related
information from point of origin to the point of consumption to meet consumer
requirement at a profit. The logistics involves the management of entire supply chains.
The logistics manager's task is to coordinate the whole channel system, the activities of
The basic logistics objective of the Pearl Continental is providing maximum customer
service at the least cost and the service must provide to a target level of customers. The
hotel wants to offer at least the same level of services as its competitors. But the basic
objective of the hotel is to maximize profit, so the hotel must weigh the benefits of
providing higher levels of service against cost. So a proper logistics system is very
necessary to attain the goals of the hotel.
LOGISTICS SYSTEMS
The hotel designs a logistics system that will minimize the cost of attaining their
objectives. The major logistics functions in the Pearl Continental are:
• Order Processing
• Inventory Management
ORDER PROCESSING
In the order processing logistics system orders are submitted by mail or telephone
through different channel members. When the management receives orders, then the
orders must be processed quickly and accurately. The management sends information to
INVENTORY MANAGEMENT
In the inventory management the management of Pearl Continental determines the
customer satisfaction. Through inventory decisions management determine that how and
when services are passed to the customers.
Every organization wants to make good products and provide good services, they must
inform consumers about product benefits and carefully position services in consumer's
minds. To do this, they must skillfully use the best promotion tools. Every organization
chooses a unique promotional tool depending on its objectives, capabilities and markets.
The ultimate goal of all promotion is to influence the behavior of consumer. Promotion
can also be used to counter the marketing effort of a competitor.
The main purpose of promotion is to change the attitudes and behavior of consumers.
Pearl Continental as a service-oriented organization uses best promotional tools. This
hotel tries to differentiate its hotel through the use of promotion.
The Pearl Continental uses the four basic promotional tools in its hotel. These tools are
Advertising
Sales Promotion
Public Relations
Personal Selling
ADVERTISING
The most obvious form of promotion is advertising. Advertising is defined as paid, non-
personal communication with a target market; advertising media include television,
radio, newspapers, magazines, billboards and direct mail.
P.C Lahore is a corporate hotel. They used advertising to create awareness about its
packages among corporate clients. The hotel uses print media for the advertising, because
a large number of its target class consists of corporate clients. So they advertise their
services in business newspapers and magazines. Mostly they advertise their service
through direct mail advertising. Direct mail advertising tries to motivate customers to
adopt the services offered by it. Seventy five percent of its advertising consists of direct
mail short, Like they send direct mail to their regular corporate client about a new service
package. They have a full-computerized data about their corporate client so they send
regular mail to them.
They use electronic media for advertisement but to a very little extent. As this hotel has a
complete brand image, so they have not need to advertise their services in electronic
media. Print media and direct mail fulfils their requirements of advertising.
SALES PROMOTION
Sales promotion encompasses a variety of promotional activities and events,
including coupons. The common goal of sales promotion is to convince people to try
new services, encouraging current customers to use a given service more frequently and
moving potential buyers from interest to action.
Sales promotion includes as wide variety of promotion tools designed to stimulate earlier
or stronger market response. The management of Pearl Continental use sales promotion
tools to create a strong and quick response. The management use consumer promotion,
they provide discount service packages; when they offer a new service they sent sample
by mail to their corporate clients to create awareness about that service.
The Pearl Continental has strong public relations with their audience. This hotel prepares
written materials to reach and influence their target markets. The material that this hotel
uses, includes brochures and different articles relates to the services of the hotel. The staff
people give these brochures and articles to the people who visit the hotel; they fill these
articles and give quick response to them about the service packages of hotel. In this way
management build a strong public relation with their target clients.
PERSONAL SELLING
Personal selling is a personal presentation by the firm's sales force for the purpose
of making sales and building customer relationships. It is the only way to adapt a
presentation to individual customers.
Under this system the clients of Pearl Continental are kept informed with the latest and
new services. The management personally told them about its services.
Organization’s Mission
Marketing Process
Market Segmentation
Market Positioning
STRATEGIC PLANNING:
The strategic planning of the hotel is turned into detailed supporting objectives that guide
the whole hotel. Each separate division of the hotel decides what portfolio of businesses
and services is best for the hotel and how much support to give each separate division.
Each separate division and service rate must develop detailed marketing and other
departmental plans that support the wide plan of the hotel.
The effective strategic planning originates:
Customer Satisfaction
Innovation,
Due to this strong strategic planning Pearl Continental has achieved a great name &
image in the hotel industry. The planning and control officer of the hotel involves in all
type of strategic planning and looking at what has happened in the past and forecasting
what is likely to happen in the future:
To the Hotel
To its Competitors
To the Market.
The hotel has best strategic planning which involves the hotel's performance and of
conditions in the market place. Among all these conditions involves the needs and wants
of consumers and the activities of competitors to satisfy them.
Forecasting phase is the important aspect of the strategic planning process in this hotel.
Forecasting of the hotel depends on all the future conditions provided by the hotel. Goals
are very important for every organization. The next step of strategic planning process is
the goal setting. This is no easy task. The manager of the hotel must select from a large
number of alternatives and conflicting goals those will most effectively guide the hotel's
effort. The marketing concept suggests that the overall goal of a hotel should be to satisfy
consumer needs at a profit.
The hotel involves issues of organization and scheduling for the implementation of the
strategic planning. All the managers in the hotel are decision makers. They must
implemental all the steps of planning.
ORGANIZATION MISSION:
Every organization has a complete statement of the organization's purpose-what it wants
to accomplish in the larger environment. A clear mission statement acts as an "invisible
hand" that guides people in the organization so that they can work independently and yet
The mission statement of the Pearl Continental almost covers all aspects of an effective
mission statement.
The hotel is trying to achieve their best to attract new customers as well as maintain the
old ones. They believe that customer satisfaction plays a major role in the success of the
hotels. This mission statement describes that they want to catch maximum business out of
the existing market of hotels. They should try to have a position at the top level in the
market and make certain attempts to maintain that post. At Pearl Continental every
department has defined its mission statement separately. Each division of the hotel like
sales & Marketing, Human Resource Development, Research & Development. Food &
Beverage, Front office, Gust Relations Department etc, has its own mission statement.
The motto of each mission statement is:
Customer Satisfaction
To Achieve Maximum Business out of the Existing Market
The hotel is running with the help of the mission statement. The management also
decided that the statement should be specific and attainable. It should set out where, how
and in what markets the hotel will act, and it should describe achievements that are
Marketing goals must also be operational and specific, that is useful for developing
specific plans, and because goals in fact communicate to employees what there task and
roles should be. Because of the role goals play in choosing and implementing strategies,
they must be consistent with reality and with each other. Setting unattainable goals can
cause frustration and the misallocation of company resources. Goals of the hotel may also
differ at the same level of the hierarchy.
Pearl Continental keeps its view on all the opportunities of market. This analysis is very
necessary for providing better services to their customers.
The selection of the organization's target market and the creation and maintenance of a
marketing mix that satisfies the market's needs for a specific service is not an easy task.
Pearl Continental sometimes defines the total market for a particular service as its target
market. When hotel select its target market for food and beverage, the whole market like
children, young, old are involved in it. When this hotel taking target marketing to the
extreme, it might choose to treat every customer as an individual market segments. P.C
also targets the corporate clients of multinational organization like, PIA, Nestle, Service
Industries, Packages, ICI, Kohinoor Group etc.
Pearl Continental developed a very effective marketing mix strategy for its hotel.
Pearl Continental works according to all these activities. This hotel first develops overall
strategic plans. Then through implementation, the hotel turns the strategic and marketing
plans into actions that will achieve the hotel objectives. The target audience who work
inside or outside the hotel implements these plans.
MARKET SEGMENTATION:
The Market segmentation is “The process of dividing a large market into smaller
segments of consumers or organizations that are similar characteristics, behavior,
wants or needs”.
Each of these marketing segments can then be targeted using variations of the marketing
mix. Market segmentation divides the distinct group of buyers with different needs. In
market segmentation each individual has different need for different things.
Pearl Continental does not see just one big market for its hotel. Yet everyone has to come
here, but hotel management knows that not everyone has same need in its hotel. Some
people come here for attending meeting they are the regular corporate client of the hotel
and are the regular customers, some as tourists, some people come here for attending
Geographic
Demographic
Psychograph
Behavioral Variables
GEOGRAPHIC SEGMENTATION
When marketers define their segments according to where they will market they are using
geographic segmentation. With geographic segmentation you can identify one or more
countries, regions, states, cities, and communities’ even individual blocks, to divide the
consumer market into meaningful subsets.
PSYCHOGRAPHIC SEGMENTATION
Psychographic segmentation divides buyers into different groups based on social class,
lifestyles, activities, opinions, beliefs and personality characteristics. People in the same
demographic group can have a very different Psychographic group. A Psychographic
dimension can be used by itself to segment a market, or it can be combined with other
types of segmentation variables. In Pearl Continental Psychographic segmentation is very
necessary. Social class is one of the basic characteristics of Psychographic segmentation.
In this hotel many services belong to specific social class.
For example Pearl Continental offers "The Club" facility, Provided in business centre.
This facility is availed only by the business class.
Hotel also provides different facilities according to the life style of the people. Hotel
Provide "Dumpukht" restaurant according to the Royal Mogul style. So people with this
lifestyle avail this service of the hotel. Different people have different image about the
services provided by hotel. Hence Psychographic segmentation is very necessary in
consumer market.
All of the above behavioral issues are applied in Pearl Continental. Most of the
consumers are loyal and sensitive about their hotel.
Hence we see that Pearl Continental divide its consumer market into different segments
according to the geographic, demographic, psychographic and behavioral variables.
UNDIFFERENTIATED MARKETING
At one extreme is undifferentiated marketing in which the organization offer only one
service/product. In undifferentiated marketing strategy, a firm might decide to ignore
market segment differences and go after the whole market with one offer. The offer will
focus on what is common in the needs of consumers rather than on what is different.
DIFFERENTIATED MARKETING
In the differentiated marketing, companies offers many services or service variations
aimed at specific market segments, using various marketing mixes. These organizations
are still attempting to satisfy a large proportion of the total market, but instead of doing it
CONCENTRATED MARKETING
Concentrated marketing which targets a single market segment with a single
product/service or climate line of products/services. There are two basic reason that
organization choose this strategy, either the structure of the market makes the other
approaches impractical, or the organization does not have the resources to pursue the
other strategies.
Among all these three target market options Pearl Continental one of the largest hotel
adopts Differentiated Marketing. As we see that in differentiated marketing strategy a
firm decides to target several market segments and designs separate offer for each. This is
a true case in Pearl Continental hotel. Because this hotel provides several market
segments for their target consumers. This hotel provides many services like restaurants,
banquet and conference halls, sports club, shopping mall, swimming, business centre etc.
Each service in this hotel has its own promotional program designed for its own market.
The hotel is still attempting to satisfy a large proportion of the total market. According to
this marketing strategy hotel create different new services to their consumers.
MARKET POSITIONING:
Market positioning is arranging for a service to occupy a clear, distinctive and desirable
place in the minds of target consumers relative to competing services. In this way
consumers on important attributes define the services. The management of Pearl
Continental plans positions that distinguish their services from competitor's services. The
hotel compares its services to those of various competitors and concludes that they
provide maximum satisfaction to their consumers.
To make great position in the hotel industry, the hotel first identifies possible competitive
advantages about its services. To gain this competitive advantage, the hotel must offer
Once this hotel has chosen a desired position, it must take strong steps to deliver and
communicate that position to target consumers.
POSITIONING STRATEGIES
Marketers can follow several, positioning strategies. These positioning strategies against
a competitor are:
Product/Service Attributes
Usage Occasions
Users
PRODUCT/SERVICES ATTRIBUTES
In this positioning strategy organization can position their services on specific attribute.
There are certain specific attributes in each service. With the help of this positioning
Pearl Continental has achieved a strong position in the hotel industry.
USAGE OCCASIONS
Usage occasions are very important to make strong position in any field. In Pearl
Continental usage occasions are very important. The hotel can be positioned according to
these usage occasions. The hotel offered different packages in different occasions and in
different seasons.
USERS
It is another approach to position the service for certain classes. This hotel has improved
its position by providing different services to different users.
The hotel has also make its position directly against its competitor. This hotel uses a
combination of all these positioning strategies.
MICRO ENVIRONMENT
MACRO ENVIRONMENT
Every organization has to face a marketing environment, through which they develop the
ability to remain in business and want to meet target successfully. In any organization
management has the responsibility of identifying significant changes in the environment.
Pearl Continental has a very strong competing marketing environment. It has been
adopting very effective policies & rules in order to achieve a dignity and an identity in
the hotel industry. In each organization, the marketing environment is of two types micro
& microenvironment.
In Pearl Continental all these groups are interrelated and they perform their own task. In
this hotel top management sets the organization's mission, objectives, and broad
strategies and polices. Marketing managers make decisions within the plans made by the
tope management. Finance is concerned with the finding and using funds to carry out the
marketing plans. The R&D department focuses on the problems of designing attractive
services. Purchasing department provides best services. Accounting department has to
measure revenue in the hotel. All of these departments have a strong impact on the hotel
microenvironment.
MARKETING INTERMEDIARIES
Marketing intermediaries help the Organization to promote, sell and distribute its goods
to final buyers. They include resellers, physical distribution firms, marketing services
agencies, and financial intermediaries. Resellers are distribution channel firms that help
the organization to find customers and make sales to them.
Marketing service agencies are the marketing research firms; advertising agencies, media
firms and marketing consulting firms that help the organization target customers and
promote its product to the right market.
CUSTOMERS
Every organization needs to study its customer market closely. There are five types of
customer market in any organization. These are:
Consumer Market
Business Market
Reseller Market
Government Market
International Market.
Consumer markets consist of individuals and households that avail services and buy
goods for their personal use.
Business markets avail services for further processing. The business of every
organization depends on the customers.
The major business of Pearl Continental depends on the consumer market, business
market & international markets. Pearl Continental provides many services for the
consumer market. The hotel provides different restaurants, shopping mall, and sports
club, swimming facility for the consumer market. Many individuals and households avail
all these services.
Business market is very important in this hotel. Seventy percent of the business depends
on this market. The hotel has seventy to seventy five percent regular corporate clients.
The corporate clients arrange official gatherings and seminars in the hotel. For official
purposes they stay in the hotel. They avail all the services of the hotel.
The hotel has a wide range of International Market. Several international consumers
come here for the business purpose and avail the services of these hotels. A large number
COMPETITORS
Every organization must provide greater customer value and satisfaction than its
competitor. This concept is true in Pearl Continental hotel. The hotel always gives great
importance to customer value and satisfaction in all the departments. The management
adopts different strategies according to the needs of the target consumers. The hotel
provides best services than its competitor.
PUBLICS
A public is any group that has an actual or potential interest in or impact on an
organization's ability to achieve its objectives. In any organization there are different
types of Public like;
Financial Public
Media Public
Government Public
Local Public
General Public
Internal Public
Pearl Continental prepares different marketing plans to achieve best publics as well as
achieve best customer market.
All of the above factors depend on the microenvironment of the hotel. This hotel has a
best customer and public market, so it has a successful microenvironment in the hotel.
“The organization's macro environment consists of large societal forces that affect
the whole microenvironment demographic, economic, natural, technological,
political and cultural forces”.
DEMOGRAPHIC ENVIRONMENT
Demography is the study of human populations in terms of size, density, location, age,
gender, race, occupation and other statistics.
Pearl Continental has a strong demographic environment. The hotel provides different
services according to its demographic features. Hotel offers special packages according to
different demographic factors. There are special packages for children, for women & for
business people etc.
ECONOMIC ENVIRONMENT
Economic environment consists of the factors that affect consumer buying power and
spending patterns.
TECHNOLOGICAL ENVIRONMENT
This environment force creates new technologies, creating new services and market
opportunities. The management of Pearl Continental is always trying to introduce new
services in the hotel. They replace new services to the older one. The new services create
different marketing opportunities to the customer. In recent day hotel has constructed a
new “Crystal Hall". After the construction of this hall there are more marketing
opportunities for the consumer market. In this hotel technological environment takes a
very important place.
Meanings
Developing Information
DEVELOPING INFORMATION:
In the Pearl Continental information is needed by marketing managers can be obtained
from
Internal Company records
Market intelligence
Marketing research
INTERNAL RECORDS
“Internal records information consists of information gathered from sources within
the company to evaluate marketing performance and to identify marketing
problems and opportunities.”
MARKETING INTELLIGENCE
Marketing intelligence is related with the everyday information about developments in
the marketing environment. Marketing intelligence can be gathered from many sources.
Much intelligence is personnel, executives, engineers and scientists, purchasing agents
and the sales force.
Pearl Continental has a complete marketing intelligence system in the hotel. Each
department organize day-to-day meeting in their department. In this meeting all problems
and happenings regarding previous day was discussed. Marketing department organize its
own separate meeting in the department. Marketing managers prepare and advise day-to-
day marketing plans in this meeting. The Pearl Continental has a complete marketing
information system in the hotel
MARKETING RESEARCH
Marketing research is the function that links the market to consumers and the public
through information. It is used to identify and define marketing opportunities and
problems, to generate, refine, and evaluate marketing actions, to monitor marketing
performance and to improve understanding of the marketing process. Pearl Continental
conducts marketing research inside the hotel.
Building an image is always easier than maintaining it. Pearl Continental has a global
reputation of being one of the finest hotels in the world. They take great care to up holds
the integrity of that statement, with each new establishment. Their hotels always have
more than the standard requirement for a five star hotel. The regular exterior, elegant
decor, subtleness of taste and so much more.
The beauty of Pearl Continental begins with the exterior of the premises, when we enter
the hotel lobby; the floor is made of glazed brown marble and well carpeted. In the beside
of huge lobby is a reception counter. A black glass is besides the reception, while in front
of it a corridor like hell street can be seen, where some shops, offices of Airlines
(Singapore, Thai, Japan) bank, beauty parlor are there, surrounded by natural plants,
where we find a highly trained staff with their smiling and welcoming faces
.
A highly professional secretarial staff is available for secretarial services for the guests
typing and other official works. International fax and telex with modern are also
available. To park the guests cars, a special valet staff is hired, giving their welcoming
attitude and pleasant appearance
GUEST SERVICES
Cradle of Pearl Continental is open for National and International tourists at any
convenient time. Well-dressed and smiling faces staff always welcome heartedly and
treated and accommodate honourly. The maxims of this hotel express in form of good
management and behave well.
DEPARTMENT
1. Accounts
2. Payroll section
4. Purchase section.
5. Credit section.
6. Audit section.
ACCOUNTS SECTION
Accounts section makes the record of each and every transaction which takes place in the
hotel. The sheets showing the expenditure made and revenue generated by various
departments comes to the accounts section and the accounts section makes entries for
these expenditures and revenues in the various accounting records.
PAYROLL SECTION
Payroll section is primarily concern with the distribution of payroll and other benefits
among the employees payroll executive is responsible for the overall working of the
department.
In Pearl Continental Lahore the complete record of employee’s arrival and departure is
kept in the time office. The time office uses a punch card for this purpose. The time
office sends this card to the personnel department. Personnel departments than makes
adjustments about casual leaves, day offs, over time etc. the personnel department than
sends the actual salary sheet to the payroll section which finally makes the payment to the
employees.
1. Payment of salary.
2. Calculation of provident fund to be paid to an employee.
3. Calculation of the contribution to be made by the employer and the employee in
the provident fund.
The articles sent by the different organizations in response to the purchase order made by
the purchase section are receive by the cost control section. Cost control section than
checks the cost, quantity and quality of the articles requested and makes a copy of the
receiving report. One copy of the receiving report are than send to min accounts payable.
FUNCTIONS
1. To receive the purchase articles.
PURCHASE SECTION
Purchase section is basically responsible for purchasing different articles for the hotel.
Purchase manager is responsible for the overall working of the section. The hotel
purchase majority of the articles on credit.
For purchasing an article, purchase requisitions from different departments come to the
purchase manager. After receiving the requisitions the purchase manager ask quotations
from the market. These quotations are than send to financial controller who makes a final
decision about the suitable quotation. Financial controller is also responsible to get the
suitable quotation finalized from the general manager.
CREDIT SECTION
Credit section has the responsibility of verifying the financial position of the companies
to whom the hotel is granting the credit facility. Credit manager is responsible for the
overall working of the credit section.
After receiving the application of a company who wants to do business on credit basis,
the credit section checks its reputation in the market, its financial position and the
business provided by the company. After gathering the above information the credit
section makes a report on the favourable and unfavorable aspects of the organization.
This report is than send to the financial controller for final approval.
AUDIT SECTION
Audit section is basically responsible for the internal audit of the accounts. Income
auditor is responsible for the overall working of the audit section.
In Pearl Continental Lahore the procedure use for internal audit is very comprehensive
and modernizes. After the day working the night auditors comes to the hotel. All the
recording sheets of different departments and sections come to the nigh auditors. The
night auditors verify the accounting records and check the rates charge for different
expenses and revenue generation items. From the night auditor these sheets come to the
Institute Of Business Administration 106
income auditor and after again verifying income auditor post these records to the main
ledger A/c.
2) PROVIDENT FUND
In Pearl Continental Lahore provident fund has been maintained for the welfare of the
employees. General rules have been applied for the contribution of provident fund by
employer and employees i.e. 10% by employee and 10% by employer.
3) FRANCHISE
Pearl Continental Lahore is paying franchise to Pearl Continental international for using
its name. Currently the rate of franchise is 5% of net sales.
5) DEPRECIATION
Pearl Continental Lahore is using diminishing balance method for charging depreciation
on its assets. Under this method depreciation is charged at fixed rate on the reducing
balance every year. For example if the asset is purchase for Rs. 1000 and 10% p.a
depreciation is to be charged on the assets first year depreciation will be 10% of Rs. 1000
u-e Rs. 100, 2nd year depreciation will be 10% of 900 i.e. Rs. 90 and so on.
7) INVENTORY CONTROL
In Pearl Continental Lahore inventory is valued at historical cost. Currently the perpetual
inventory system is followed by finance department.
Under this method bin cards are maintain which will give the inventory balance at any
time. Bin card are also called stock sheets.
LIABILITIES
(Rupees ‘000)
secured (TFC)
LONG TERM LOANS – secured 535,437 95,415
LIABILITIES AGAINST ASSETS SUBJECT
TO FINANCE LEASE – secured 101,700 109,023
DEFERRED LIABILITIES & LONG TERM 265,682 252,099
DEPOSITS
CURRENT LIABILITIES
Current maturities 155,325 206,425
Finance under mark-up arrangements – secured 6,111 396,143
Creditors, accrued expenses & other liabilities 551,744 548,994
Provision for taxation 116,968 83,186
Unclaimed dividend 1,474 1,474
831,622 1,236,222
CONTINGENCIES & COMMITMENTS
5,601,277 5,551,491
ASSETS
(Rupees ‘000)
accumulated depreciation
Capital work-in-progress – at cost 59,196 38,707
4,840,772 4,886,796
LONG TERM INVESTMENTS – at cost 15,000 24,000
LONG TERM DEPOSITS 19,600 24,696
CURRENT ASSETS
Stock in trade – food & beverages 21,484 22,557
Stores & spare parts 56,446 62,128
Trade debts – unsecured considered good 124,332 108,651
Advances, deposits, prepayments, investments & 365,840 367,419
other receivables
Cash & bank balances 157,803 55,244
725,905 615,999
5,601,277 5,551,491
brought forward
Impact of the addition of International Accounting - (1,700)
Standard 39
Unappropriated profit / (accumulated loss) 72,391 212,500
LIQUIDITY RATIOS:
A) CURRENT RATIO:
This ratio measures short run debt paying ability.
Current Assets
CURRENT RATIO = ----------------------------
Current Liabilities
615999
" 2002 = ---------------- 0.49:1
1236222
725905
B) QUICK RATIO:
It compares highly liquid assets, measure short run liquidity of the firm.
Quick assets
QUICK RATIO = ----------------------------
Current liabilities
531314
2002 = ---------------- = 0.86:1
615999
647975
2003 = ---------------- = 0.89:1
725095
Both the ratios are on increasing trend. Theses are because of increasing inflow of cash
and has been put idle which is not good sign for the company. The company should stop
C) RETURN ON ASSETS
Measures the productivity of assets regardless of capital structures.
It is on decreasing side due to the decrease in net profit after taxes which are because of
high administration Expense. the Company should control it.
Sales
Asst turn over = ----------------------------
Total assets
1932684
2002 = ---------------- = 34.81
5551491
1932122
2003 = ---------------- = 34.49
5601277
The ratio trend is decreeing which shows that the under utilization of assets. The
company should use assets in appropriate manner. So that business may flourish
PROFITABILITY RATIOS
A) OPERATING MARGIN
Measures margin by which sales can decease as operating expense increase
before break-even.
Operating Profit
Operating Margin = ---------------------------- x 100
Sales
255924
2002 = ---------------- x 100 = 13.24%
1932684
190457
2003 = ---------------- x 100 = 9.85%
1932122
It is on decreasing side because of high liquidity. The company should stop this
A) DEBT RATIO
Indicates %age of assets financed by debts or extent of leverage use.
Total liabilities
Debt ratio = ---------------------------- x 100
Total assets
1692759
2002 = ---------------- x 100 = 30.49%
5551491
173441
2003 = ---------------- x 100 = 30.96%
5601277
This ratio shows a good sign that company is paying its liabilities which will
B) EQUITY RATIO
It shows protection to creditors funds and use of leverage.
The increasing trend shows that as compare to as compare to equity, assets are not
The decreasing trend is favourable, because on debt corporation has to pay interest
= 1.95%
= 11.06
This means that company fixed assets are financed by long term liabilities. The long term
liabilities ahs been increased almost 5% in 2003 from 2002.
= 20.15
= 7.36
= 8.04
VERTICAL ANALYSIS
(INCOME STATEMENT)
Other income
OTHER INCOME = ……………………………….. * 100
Total sales
67909
2002 = ………………………………. * 100
1932684
= 3.51 %
17894
2003 = ………………………………. * 100
1932122
= .926 %
Interest expenses
INTEREST EXPENSES = ……………………………… * 100
Total sales
172646
2002 = ………………………………. * 100
1932684
= 8.9 %
141682
2003 = ………………………………. * 100
1932122
= 7.33 %
= 5.41 %
123788
2003 = ………………………………. * 100
1932122
= 6.40 %
(BALANCE SHEET)
Cash at bank
Cash at bank = ……………………………… * 100
Total asset
55244
2002 …………………………… * 100
5551491
= 10.017 %
157803
2003 …………………………… * 100
5601277
= 2.81 %
Inventory
Inventory = ………………………………. * 100
Total Asset
84685
2002 …………………………… * 100
5551491
= 1.52 %
77930
2003 …………………………… * 100
5601277
= 1.39%
4840772
2003 …………………………… * 100
5601277
= 86.42 %
Share capital
Share capital = …………………………… * 100
Total asset
295675
2002 …………………………… * 100
5551491
= 5.32%
295675
2003 …………………………… * 100
5601277
= 5.27%
100000
2003 …………………………… * 100
5601277
= 1.78 %
95415
2002 …………………………… * 100
5551491
= 1.78 %
535437
2003 …………………………… * 100
5601277
= 9.55%
(INCOME STATEMENT)
1932122
2003 = (………………………… * 100) - 100 =
1932684
= - 0.02%
17894
2003 = (………………………… * 100) - 100 =
67909
= -73.65%
1352238
2003 = (………………………… * 100) - 100 =
1316844
= 2.68 %
141682
2003 = (………………………… * 100) - 100 =
172646
= - 17.93 %
123788
2003 = (………………………… * 100) - 100 =
104737
= 18.18 %
(BALANCE SHEET)
157803
2003 = (………………………… * 100) - 100 =
55244
= 185.64%
77930
2003 = (………………………… * 100) - 100 =
84685
= -9.7 %
295675
2003 = (………………………… * 100) - 100 =
295675
= 0%
100000
2003 = (………………………… * 100) - 100 =
100000
= 0%
105280
2003 = (………………………… * 100) - 100 =
72391
= 45.43%
535437
2003 = (………………………… * 100) - 100 =
95415
461.25%
ORIENTATION
First day in Pearl Continental hotel, I met with Miss Madeeha (Assistant human resource
manager and internship incharge). She introduced me about my internship schedule in
two departments.
She also gave a project which was about SWOT analysis of above mentioned two
departments. She asked me to submit it at the end of this internship.
Then Miss Shysta introduced me about rules and regulation. Then orientation officer
introduced me about the Hotel and Hotel mission.
I spent two weeks in marketing and communication department. The department head
Modern Saira was a nice and cooperative body. The other two staff members were Ali
But (Assistant Marketing Manager) and Ahmad Maila (Marketing Coordinator). This
department was in shopping arcade. The old name of this department was public relation
department. I performed following duties in this department.
Man Saira assigned me duty of studding news papers. Every day, early in the morning, I
start with reading news paper. It was my duty to study all news paper (Three Urdu and
four English). The Purpose of was to find out:
After studying, it was my duty to cut there news and paste it on paper and then it was
given GM secretary for his signature. Then it was my duty to bring that papers back and
place them in a life.
After spending two hours in news paper, it was my duty to study the files in this
department. These files were about different promotional activities preformed by this
department is working efficiently for generating business.
It was my duty to visit different part of the hotel to check that promotional material
displayed in hotel is proper or not. It I found that any promotional material is not at
proper place then I inform Madam Saira who give instruction to a department whose
responsibility was to fix that material properly.
PURCHASE ORDER
It was also included in my duty to fill purchase order and get signature from finance
controller and deliver it to purchase office for further process. I collection of these
purchase on the date given by purchase department was also my duty.
This department issues a News Letter which is delivered to all privilege club member
through mail when I joined this department, the other two internees were covering news
letter with envelops having addresses of the members. I joined them and we finished this
task in two days.
Wedding Package
Fashion show of a Turkish designer at Lahore fort.
New discounts for privilege club member.
Promotional programme in different restaurants of the hotel.
MANGO MASTI
People are very fond of eating mangoes. That is why PC launched Mango Masti in which
Mangoes were offered in restaurant after in meal.
ENGLISH HI TEA
This promotional activity was taking place in Nadia. In this activity, the restaurant was
offering discounted rates for it customer. The rate, were very attractive. That is why
people were coming in Nadia at a greater frequency, as compared to regular days.
CONCERT OF HAROON
Ticket selling
Delivered passes in different department.
Called a vendor for Banners.
Coordinated in fixing of promotional material in hotel.
Traveled with marketing coordinator for observation of sites to display
promotional banner in different places of the city.
Traveled with marketing co-coordinator to display promotional material at
selected sites.
Coordinated with staff in arrangement of sound system.
Coordinated in printing promotional material.
Coordinated with staff in receiving VIP guests in this concert.
Managed the sitting arrangement of VIP guest.
A flier all these arrangement, I enjoyed the concert with marketing staff.
CONCERT OF FAKHIR
When I was working in sales department, then marketing and communication department
arranged the concert of Fakhir. I also coordinated in some activities of this concert.
I spent two weeks in regional sales office. In this department is responsible for generating
business for other properties i.e.
1) PHONE CALLS:
It was my duty to attend all phone calls from 10 AM to 2 P.M. In these calls I gave
answers to different customer about their queries.
2) BOOKING FORM:
It was my duty to fill booking form the customers for other properties.
3) FAX
After booking filling booking form it was my duty to fax the forms at fax no of different
properties.
4) RECEIVING BOOKING:
5) SALES CALLS:
5) CONFIRMATION OF BOOKING
It was my duty to receive confirmation faxed from different properties and inform
corporate customer about confirmation.
It was my duty to deal with customer visiting personally in the office whole the absence
of managers from hotel for sales calls.
7) PURCHASE ORDER:
8) MANAGING FILES:
9) DATA ENTRY:
In the evening, I was assigned duty to enter the data of whole data in excel sheets.
At the end of the week, it was my duty to coordinate with coordinator in preparation of
reports showing business generated by the department during the week.
During my stay at PC, I observed the two assigned department and prepared a report on
SWOC analysis of these departments. The project is as follows:
AND COMMUNICATION
STRENGTHS
The basic strength of Marcom is its strategies for generating revenue in business slump
period. These strategies help different departments in achieving their targets.
MAILING LIST:
NEWS LETTER:
Marketing & Communication informs customers about coming events of next two
months by mailing News Letter.
MARKETING RESEARCH:
This department sends different marketing research reports to PSL. These reports help
PSL in Formulating strategies and policies to generate revenue.
This department has direct relationship with companies. These companies sponsor
different events organized by this department which makes these events cost effective.
This department works for the development of positive image of the organization in the
market.
This department has strong relationship with media. Media gives full coverage to all
events organized by this department.
This department works very hard for cost effective advertisement without compromising
on standards. For this purpose department has direct contacts with advertising companies
and other small groups working in this field.
FORCED STRATEGIES:
PSL formulates different promotions without communication with this department. The
department works hard for the success of these promotions but some time fails because of
unfeasibility of those strategies in the culture of Lahore.
NO FUEL ALLOWANCE:
The employees of this department are dissatisfied because organization gives no fuel
allowance but they visit market regularly
LACK OF COOPERATION:
The department is facing lack of cooperation from other departments. This becomes more
visible on events.
OFFICE DECORATION:
The condition of the office furniture and carpet is miserable. Moreover there is no
cupboard due which promotional material remains scattered and office looks like store.
LACK OF COORDINATION:
OPPORTUNITIES:
INNOVATIVE STRATEGIES:
The innovative promotional strategies launched by the department can attract new and
lost customers.
CHALLENGES:
MAINTAIN STANDARDS:
The department should be cost effective but not at the cost of standards maintained by the
organization.
INNOVATION:
The innovative strategies are itself a challenging task for this department.
BUSINESS SLUMP:
COMPETITORS:
Institute Of Business Administration 141
Strong promotional strategies of existing and new competitors can offer new challenges.
STRENGTHS
Regional sales office serves as platform for booking & other facilities available in other
than Lahore properties. Customers feel comfort when they got surety of conformation of
rooms from regional sales office.
Efficient staff of regional sales makes regular visit to corporate companies. These
companies are an important source of revenue not only in peak season but also in off
season.
Regional sales office has more bargaining power than their competitors. This thing helps
this department in attracting customers and generating revenue.
SOURCE OF REVENUE:
Regional sales office helps other properties in generating revenue. This office is working
efficiently with limited staff for all properties other than Lahore.
This department is efficiently working in searching potential customers. During our stay,
we worked with marketing coordinator in preparing a list of well known schools of
Lahore because these schools may be a source of revenue for not Lahore property but
also for other properties.
MARKETING ANALYSIS:
Regional sales office regularly analyses the market, sets target and tries to achieve these
targets.
LOYAL STAFF:
WEAKNESSES
POOR EQUIPMENT:
The condition of equipment used by this department is very poor especially computer.
The slow performance of computer wastes precious time and hence productivity of the
department suffers.
OFFICE DECORATION:
The interior look of the office is miserable as compared to other offices. A serious
attention should be given in this regard.
SMALL OFFICE:
Regional sales office is dealing in four Pearl Continental Hotels and Two Marriott but the
area of the office is very small. Office fails to accommodate customers when number of
customer increases more than two or when family comes.
NO DATA BASE:
The regional sales office has no data base to keep computerized record. If a customer
wants any change in his booking, the poor filing system wastes time and cause customer
dissatisfaction.
This is the age of computer but unfortunately regional sales office has no online contact
with sales offices of other properties. Customers want confirmation of their reservation
but due to lack of online system regional office is unable to satisfy customer.
EMPLOYEE DISSATISFACTION:
Employees are not satisfied with their salary package and other facilities. The staff has no
urge to stay their.
LACK OF PERSONNEL:
OPPORTUNITIES:
Regional sales office can explore new market by attracting growing and newly
establishing companies.
ONLINE SELLING:
VARIETY OF PACKAGES:
Many potential companies are situated in Faisalabad, Multan and other major cities of
Punjab. Personal visit of these companies can enhance the performance of the
department.
CHALLENGES:
RETENTION OF CUSTOMERS:
TOUGH COMPETITION:
Pearl continental is leader of hotel industry but tough competition with existing and
coming competitors can offer new challenges for regional sales office.
Regional sales office should show consistency in performance throughout the year.
MOTIVATION:
During dealings different type of customer come across but maintains fine tune to satisfy
customer.
At the last day of my internship, I met with Miss Madeeha and collected my internship
letter after submitting the SWOC analysis of the two assigned department in this way I
completed my internship.
LARGEST CHAIN:
Pearl continental is the largest hotel chain in Pakistan having five pearl continentals. Two
more hotels are under construction in;
Muzafrabad
Gwadar
LARGEST FACILITIES
Pearl continental in Lahore has largest number of rooms and banquet halls. No other
hotel has such large facilities in Lahore.
Pearl continental has largest parking area than any other hotel in Lahore.
QUALITY PRODUCT
EXCELLENT SERVICES
COMPETITIVE ADVANTAGE
PC has an edge over its competitor’s i.e.; it provides executive club services.
FINANCIAL STRENGTH
FAVORABLE REPUTATION/IMAGE
CREATIVE/INNOVATIVE
After every 6month, PC launches new offering which is very stylish and eye catching.
MARKET RESEARCH
PC has its own research department, which scans the customers need and their responses
to the different products/services
PC has its control room in which the rooms and halls temperature is controlled and
maintained according to the environment and customer’s requirement.
WEAKNESSES
LAUNDRY SHOP
HIGH PRICES
PC charges very high prices for all of its services especially room facility and most of the
people in Pakistan can’t afford it.
SECURITY SYSTEM
The security system is insufficient and it is out dated in pearl continental hotel Lahore.
LACK OF CO-ORDINATION
LOW INCENTIVES
PC offers low incentives to its customers, so fails to attract the middle class
The sales force of pearl continental hotel Lahore is in sufficient and it is not possible for
them to explore the whole corporate market in Lahore.
PC can expand their product line by offering other facilities like home delivery of food
etc;
PC can enter the new market by opening its branches in cities like Multan, Faisalabad etc;
PC should diversify their product, production and services as were because you must not
rely heavily and put your resources on one product.
PC can improve its relationship with its customers by providing different incentive plans.
THREATS
NEW COMPETITORS
New competitors are always a threat for every organization, and for PC these threats are;
Sun fort (near Liberty, Lahore)
Sales tax has increased which results in the increased customer prices and reduced sales
level.
Restriction imposed by the government regarding tax payment effects profitability of PC.
Increase in overall prices has decreased the customer’s purchasing power for all the
products.
Balanced rates for rooms and food items shall be charged, keeping in view
the other competitors in local hotel industry like
Holiday Inn Lahore
Avari Lahore