TABLE OF CONTENTS

PROJECT TITLE……………………………………………………………….(I)
DEDICATION…………………………………………………………………..(II)
FINAL APPROVAL…………………………………………………………...(III)
DECLARATION……………………………………………………………….(IV)
ACKNOWLEDGEMENT………………………………………………………(V)
PROJECT BRIEF……………………………………………………………..(VI)
EXECUTIVE SUMMARY…………………………………………………....(VII)
PREFACE…………………………………………………………………….(VIII)
POINTS AT GLANCE (PROTO)…………………………………………….(1)
1.1 INTRODUCTION OF ORGANIZATION
1.2 HISTORY…………………………………………………………………
1.3 MISSION STATEMENT……………………………………….………..
1.4 OBJECTIVES……………………………………………………………
1.5 ORGANIZATIONAL STRUCTURE………………………….………...
1.6 COMMUNICATION FLOW…………………………………
1.7 MANAGEMENT STRUCTURE AT PC
1.8 MODES OF MARKETING COMMUNICATIONS
1.9 THE ROLE OF MARKETING STRATAGY
1.10CONCULISONS ………………………………………………
SOURCES OF INFORMATION……………………………………………..(2)
REFERENCES (Proto)…….………………...……………………………....(3)
QUESTIONNAIRE………………………………………………………..…..(4)
 Introductory Pages for Final Report
PROJECT TITLE
BUSINESS COMMUNICATIONS IN PEARL CONTINENTAL RAWALPINDI

Title: TERM PROJECT

Course: BUSINESS COMMUNICATIONS

Programme: MBA (Professional)

Submitted To
SIR OMER IJAZ

Under Taken By
ANAM FAYYAZ #BMBE183014
IBAD AKHTAR #BMBE183009
SUMERA MALIK #BMBE 183006
FAWAD AHSAN #BMBE 181010
 DEDICATION

“We dedicate our efforts to our parents and our respected teacher”
 FINAL APPROVAL

This is to certify that we have read this term project entitled “BUSINESS

COMMUNICATIONS IN PEARL CONTINENTAL RAWALPINDI” submitted by IBAD

AKHTAR, SUMERA MALIK, FAWAD AND ANUM FAYYAZ and its our judgment that this

document is of sufficient standard to warrant its acceptance by Capital University of

Science and Technology for the TERM PROJECT requirement in M.B.A (Professional)

Committee:

1. Dean _________________________

2. HOD _________________________

3. Instructor _________________________
 DECLARATION

We here by declare that this term project of “Business Communications” to do a

research on it, is neither as a whole or as part have developed report entirely on the basis

of my personal effort, made under the guidance of our course instructor “Sir Omer Ijaz”.

No portion of this work presented in this project report has been submitted in support of

any application for any other course of any other degree program or qualification of this or

any other university or institute of learning.

It is further stated that whole document is the fulfillment for the “TERM PROJECT”

requirement in MBA (Professional). We understand and transfer the copyright for this

material to the Department of Commerce, Capital University of Science and

Technology.

Anam Fayyaz …………………………….….

Ibad Akhtar ………………………………..

Sumera Malik ………………………………..

Fawad Ahsan ……………………………….

 ACKNOWLEDGMENT

“Starting with the name of ALLAH the most beneficent and the most merciful whose
blessings are abundant and favors are unlimited.”
We would like to express our gratitude to our teacher Sir Omar Ijaz as well as our
University which gave us this opportunity to do this great project on PC RAWALPINDI
through which we got a chance enhance our knowledge and information.
 PROJECT BRIEF

PROJECT TITLE: Term Project

OBJECTIVE: TO DO A RESEARCH ON BUSINESS COMMUNICATIONS

IN PEARL CONTINENTAL RAWALPINDI.

UNDERTAKEN BY: SUMERA MALIK

IBAD AKHTAR
FAWAD
ANAM FAYYAZ

SUPERVISED BY: SIR OMER IJAZ

TITLE: TERM PROJECT

SESSION: “2018-19”

PRGRAMME: M.B.A (Professional)

SOURCES OF Internet /Practical

INFORMATION:
 EXECUTIVE SUMMARY

There are several communication-related issues at hand for Pearl Continental Hotel
Rawalpindi, we would like to take the department of Human Resource as an example
as it has the capability of performing functions such as: Job analysis, recruitment,
training and development, performance appraisal, setting compensation policies and
providing safety and health to their employees. We would see how this department
communicates all its policies not just within the organization but also how it helps in
building relations with the organizations outside it. On the basis of observation it has
been extracted that Human Resource in PC is highly motivated due to the perfect
conditions provided to them.

Since PC Hotels are a part of the service industry, the HR element of the organization is
fundamental and carries a great value. We interviewed Malik Nadeem Ahmed who is
the HR Director at PC Rawalpindi regarding the role of oral communication flow within
and outside the
organization. He provided us with his valuable time to brief some important aspects
communication practices in PEARL CONTENENTAL.
 PREFACE

We have prepared this Project Report for the partial fulfillment of the requirement of the
subject: Practical Studies of the MBA (Professional) in Business Communications
(Semester I) during the academic year 2018-19.

We have visited PC Rawalpindi in order to gather all the necessary information for the
preparation of this Project Report within the suggested period. This Report presents all
the knowledge, information and learning acquired during our visit.

The purpose of visiting PC and preparing this Report is to learn about the PC’s Basics,
Introduction, History, how the business communication plays an important part and to
study their Organizational Structure and Strategies.

For the preparation of this Report, we have obtained the information from the various
sources like Company Personnel, Company Websites, Other Websites, and Other
Literature.
 POINTS AT GLANCE (PROTO)

1.1 Introduction of Organization

Pearl continental hotel is situated right in front of Signal Officer's Mess and the road on
which it exists is known as Mall road. The PC Hotel is the city's only deluxe hotel,
which attracts the local and foreign travelers in style. The hotel's 200 guest rooms, with
the exclusive suites, deluxe suites and the presidential suite, have been tastefully
decorated, well designed and provide the guests with all the facilities and comforts,
such as 30 satellite channels, 24 hours in-house movies, international direct dialing,
mini bar & exclusive electronic safes . In order to meet all the needs of the guests, the
added facilities are also provided like for example, a mosque, airport pickup services
on request, laundry, flower shop, travel agency, car rented service, valet parking,
house doctor, authorized money changer, beauty salon for ladies & barber shop for
men.
The hotel boasts of a number of excellent restaurants while the Banquet Halls, all of
which could be divided into three sections each, are equipped with the latest audio
visual facilities,
whichinclude video projection system, overhead projectors, slide projectors, & audio re
cordingequipment, which aid in making the meeting/seminars. The guest can also
avail the hotel’s recreational facilities such as the swimming pool, tennis court & the
exercise room. These following services and
facilities are available to guests at PEARL CONTINENTALRAWALPINDI:

1.2 VISION

We are committed to dynamic growth and service excellence built upon our
heritageof traditional hospitability. We strive to consistently meet and surpass guests,
employees and other stake holder’s expectations. We feel pride in making efforts to
position Pakistan in the forefront of the international arena.

1.3 Mission Statement

“Our mission is to be the hotel recognized as the leader in the industry in any aspect. We
are committed to train and develop all our staff members allowing them to grow in their
careers and provide services and standards which exceed guest expectations.”

The mission statement clearly shows that it aims at becoming world-class leader in the
service industry. It also shows that the management at PEARL CONTINENTAL
HOTEL believes in an exceptional workforce to provide world-class service to their
customers. They want to ensure that not only they satisfy their customers but also
delight them.

1.4 Objectives

1. Customer service:
Pearl Continental Hotels- the largest chain of hotels in Pakistan maintains the
standards of excellence for which it's lamed worldwide. At the hotels, the art and
science of hospitality are applied in perfection to offer the most luxurious
ambience and a wealth of services to the guests who are as precious as pearls.
2. Training:
Investment in people and human resource development is an ongoing process
In the Hashoo Group. New management concepts and intensive training
programs are incorporated at all levels of supervisory and managerial positions.
Hashoo group locks forward to imparting systematic and scientific knowledge of
the operations both tourism and hospitality business.
3. Profitability:
In order to maximize profit through sourcing new business, deferent marketing
arrangements are being made which include Joint ventures and exclusive
marketing agreements.
4. Growth profile:
The outstanding growth can be achieved with excellent service, improvement in
decor and facilities, variety or cuisine, expansion/addition of banquet halls,
increase in airline catering business, and permission to serve food at marriage
parties.

5. Compatibility:
Pakistan Services Limited has pledged to keep pace with the change through
consistent efforts and shall continue to achieve better results through higher
sales and improved profitability. They compete with others through their high
standard services and traditional environment and chain of PC's.
6. Traditional hospitability:
Pearl Continental Hotels is synonymous with a tradition of personal services,
efficiency, convenience and guest satisfaction. Repeat customers' business due
to their exquisite cuisine and courteous service which give full value for money,
is one of their most valuable assets.
 7. Health and safety environment:
PSL, is committed to constantly strive for higher standards In health, safety and
environment to their employees, and guests. The hotel is very mindful of the
Occupational Safety and Health issues and to cement their 'environment friendly
philosophy,' they have undertaken a number of steps, which include periodical
meetings and safety training of associates to acclimatize the human resources
and create safety awareness amongst them.
8. Environment of professional enhancement:
At Pakistan Services Limited, management strongly believe that without the
development of top quality personnel, dynamic growth is not possible. Our core
value is 'Growth and Development for Ad' with the /*meets of learning
environment and opportunities, provision of world class education and training
and aligning people with latest technological trends.

1.5 Organizational Structure

1-6 COMMUNICATIOIN FLOW:

Open Door System:
There is an open door system in Pearl continental hotel .in open door system if an
employee will have a problem he/she will directly come to the Manager of the department.
There is no restriction between the lower level staff and the managers.
Bottom to top communication:
There is a top to bottom communication flow in pearl continental hotel. If a low staff of any
department have a problem within the organization he/she will directly report to the
supervisor of that particular department and supervisor tries to solve that problem if the
problem is difficult then the supervisor will go up step by step.

Top to bottom communication:

From top to bottom communication there are instructions and orders which flow down
worldly. This is the flow of orders and restriction from top to bottom in any department.
The flow of instructions from top to bottom of pearl continentals HR department is
given below:
I N F O R M AT I O N R E Q U I R E M E N T F O R INTERNAL AND EXTERNAL CLIENTS:

INTERNAL CLIENTS:

Most of the stake holders are internal clients of PEARL CONTINENTAL, and some of them
are listed below:

 Board of directors

 Employees

 Management

 Suppliers

 Lenders

 Regulatory authority

 CBR(Central board of revenue)

 SECP(Security and Exchange company of Pakistan)

To attract the internal client PEARL CONTINENTAL provides 50 percent discount.

EXTERNAL CLIENTS

Mostly the external clients of PEARL CONTINENTAL are:

 Corporate clients

 Pharmaceutical companies

 Embassies

 PIA

 Development sector

 Cell phone companies

 Executives and Managers of different companies

 Foreigners
MEDIUM TO REACH ITS CLIENTS:

According to the Director HR, it is a five star chain and a well-known brand. We don’t need to tell the
people about us. There is no print and electronic media advertisement like others do. We put
ourselves at some level means we have a very high standard, and we are not doing any sort of road
advertisement, because we don’t need that. We have corporate level clients, for capturing those
there is no need of such advertisements. To give information regarding our different packages,

 We show our packages on billboards with in PEARL CONTINENTAL boundary.

 Broachers for those who came here on different functions.

 Electronic media within PEARL CONTINENTAL. LED’s are placed at different

places within the hotel.

WAYS OF REACHING TO EXTERNAL CLIENTS

According to the Director HR we have our sales department just to enhance our sales. Each sales
manager have 15 to 20 register companies like,

 Pharmaceutical companies

 Embassies

 PIA

 Development sector

 Cell phone companies

 Yamaha

 Needo

 Nestle

 Unilever

And they should keep on visiting to those companies. Sales department managers deal with all the five
star business in the market. We are having our regional offices as well for sales
management purposes. If a company wants to launch a new product or wants to
conduct an annual function our regional offices refers them to different hotels from their largest
of functions and capacity point of view.
1.7 Management structure at Pearl Continental

There are seven major functional departments in Pearl Continental Hotel Rawalpindi.
These are
 Finance Department

 Sales & Marketing Department

 Engineering Department

 House Keeping Department

 Human Resource Department

 Food and Beverage Department (Front Office & Restaurants)

 Cost & Control Department

A brief introduction of these departments is as follows

.

Sales department
The basic sales are concerned with reservation of rooms. The sales department works
under this consideration

Marketing department
The marketing department is concerned with promotional activities, which includes

 Above the line marketing

 Below the lone marketing

Above the line marketing includes promotional campaigns in print and electronic media.
Below the line marketing includes local campaigns including banners, bill-boards and
handout
Human Resource department

This department is concerned with recruitment, promotion, training of Workers in

the organization. There are 500 plus workers in the Hotel for which the department
have to keep a union of worker which works for social security of the employees. It
has three sections, which includes personnel department, human resource
management department and human resource development department

1-8 Modes of Marketing Communications in PC Hotel

Digital Marketing
Digital marketing is a term that is used to describe the use of ICT (information and
communication technology) in marketing. In the hotel industry, digital marketing includes
the use of internet-based marketing as well as other kinds of activities that are based on
digital technology such as email, phone communication, and interactive digital television.
Nowadays, digital marketing is becoming an integrated and vital part of marketing activities

Digital marketing communication channels

Following channels are used as a tool of digital marketing
 Email marketing
Email marketing allows a company to establish and maintain communication with
their customers. Email marketing has evolved beyond sending mass messages to
multiple customers at the same time. Companies have made an interesting
distinction between mass emails (spam) and direct email to customers based on
their relationship with them. Many companies that use email marketing have come
to the realization that a lot of customers are irritated when they get messages which
are irrelevant to them, therefore they have been sending messages based on their
understanding of the customers and what their taste is
 Viral marketing
Viral marketing is an internet adaption of marketing using the word-of-mouth effect.
It is actually an advertising message spread by customers among other customers.
In today’s age, the way people communicate and share information with each other
has changed compared to what it used to be about one or two decades ago. Many
of the changes are due to social networking
 Word-of-mouth
Word of-mouth refers to direct communication between one or more customers on a
particular product or services. Traditionally, word of mouth is usually considered to
be interpersonal communication (face-to-face) however the technology has made it
possible for customers to communicate electronically with one another. This is
called electronic word-of mouth (eWOM). One of the reasons why companies prefer
to use eWOM as a marketing channel is that customers consider it to be more
credible since it’s provided by individuals who have no direct marketing interest
about a company or its products.
1.9 THE ROLE OF MARKETING IN PC Hotel BUSINESS

Marketing plays a vital role in the success of any business organization. Since all
aspects of the business depend on successful marketing, it is difficult to highlight
all the roles which marketing plays in a company. However, for the purpose of
this thesis, some of the major impact of marketing will be highlighted in the
following paragraphs.

Marketing helps in building a company’s brand name and placing the company’s
product or service in the heart of prospective customers. In the hotel industry, the
success of any hotel often depends on good reputation. As the reputation of a
hotel grows bigger within society, more customers will lodge in the hotel, thereby
making the hotel’s room occupancy rate increase and generate more income to
the hotel. Additionally, it is fair to say that marketing really helps in the aspect of
branding as it creates and supports effective communication within and outside
the hotel unit.

1-10 CONCLUSIONS

After a thorough study of Human Resource Department at PearlContinental,

Rawalpindi we can conclude that PC is a huge name in
thehotel industry and its Human Resource Department is working
dynamically to pursue its organizational goals. Although it’s HR Department
have some flows which can be recovered. This project has given us
the realistic view of how Human Resource practices are followed in any
organization.
 SOURCES OF INFORMATION
https://en.wikipedia.org/wiki/Pearl-Continental_Hotels_%26_Resorts
https://www.pchotels.com/
http://www.mohtasib.gov.pk/
http://www.slideshare.net/
 REFRENCES (Proto)

Names Designations
Irfan Raza Mir General Manager
Chef Hussain Executive Cheif
Hassan Khurshaid Director FnB

Head Office Address:

The Mall Road · Rawalpindi, Pakistan
Rawalpindi, Pakistan

Tel: 92-51-111-505-505

Fax: 92-51-5563927

Email: pchr@pchotels.com

Questionnaire
Q.1 how hotels can be classified?

Hotels can be classified on the basis of:

- Service and supplementary

- Facilities or service (Star / Crown / Diamond )
- Location
- Number of rooms
- Types of clients
- Length of stay of clients, (Star/Crown),
- Economy
- Management
- Plan.
- Chain
- Partnership, Franchise, Marketing, and Management

Q-2 Explain the terms Intangibility, Inseparability, Perishability,

and Point of contact in hotel management?

- Intangibility- It can be explained as services, which cannot be seen, tested, felt

heard or smell or measured before they are delivered and received by customer.
For example, travel experience, trust, confidence, hospitality, satisfaction, etc.

- Inseparability- To receive the service customer must be personally and

physically present at the point of delivery. Customer cannot be separated from
the point of delivery. Service is available at the Point of service Delivery (POD)

- Perishability- Perishable services are those services, which cannot be stored.

Unused service of a particular day cannot be sold next day or in advance.

• Point of contact- Place, item, product, staff, service customer contact to receive
service. It can be building, service environment, delivery items, staffs, follow
travelers which they contact and receive positive or negative feelings.

Q-3 what is continuously rendered service?

Continuously rendered services are those services, which are prepared and
provided only to the customers who are physically present. This kind of service is
not finished in instant time; it is a process, which is extended to a time limit. It is a
kind of face-to-face interaction. For example reservation service, restaurant
service, massage, etc
Q-4 what are different types of accommodation?
There are two types of accommodations, which are mentioned below:

- Service accommodation: This type of accommodation provides housekeeping

service. Here service is provided to earn profit.

- Supplementary accommodation: This type of accommodation is not related to

tourism and not registered as business organization also. They neither provide
housekeeping facility nor they sell their service but they provide accommodation
facility

Q-5 what is the difference between check in and check out?

Action of arriving and registering in a hotel is called check in. There are various
formalities, which are involved with check in procedures i.e. allocating a room,
taking guest's name, asking the guest to sign the hotel register whereas action of
leaving and paying the bill after a stay in a hotel is called check out process. The
formalities, which are involved with check out process, are presenting the bill and
making sure it is paid, taking the room key, etc

Q-6 what are the things looked for in a candidate in hotel

industry, when selecting a candidate?

Following things are looked for in a candidate:

- Hospitality knowledge
- Personal Hygiene and Grooming
- Physical attributes
- Work related attributes
- Social skill
- Customer friendliness
Q-7 what is adding value to PC hotel?

Adding value can be defined as adding extra item, image, product or service,
which adds value to the product. For example a good-looking receptionist adds to
the quality of hotel, a garnish on food adds to the value of the food. It can be
service tool, service staff, environment, image of the owner or chef, etc. Travel
agency adds value to the quality of hotel or vice versa.