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Internship Report on Marriott Islamabad
by Commerce Solutions in



PART: 1


INTRODUCTION TO ISLAMABAD MARRIOTT

Islamabad Marriott Hotel belongs to the international chain of I8, 000 Marriott hotels. The founder owner of this chain is Bill Marriott, an American Jew. In Pakistan Marriott has two branches one in Islamabad and the other in Karachi. The two branches are owned and operated by Hashwani's Group of HHL (Hashwani’s Hotel Limited) in Pakistan.
Marriott in Islamabad is enjoying monopoly being the only hotel to provide international standards of hoteling under the brand name “Marriott”. It provides the super luxury accommodation and service in the traditional warm spirit of Pakistani hospitality.
Marriott comprises of splendid rooms, Gourmet Restaurants, round the clock coffeehouse, the Patisserie, Conference and Banquet Halls, Business Center, shopping arcade, Health club and many other facilities. Rooms are distributed on 5 floors. The first and second floor comprises of standard floor and the third, fourth and fifth make the “Executive Club floor". There are 290 rooms in total. Suites are also available and are graded as Library suite. Deluxe suites, Executive suites, Royal suite and Presidential suite. The rates differ with the standard of luxury and comfort provided.

Food service provided through restaurants includes The Bassment, Nadia Coffee Shop and Dynasty (Chinese Restaurant). The food items at The Bassment include fast food, lunch and dinner. At Nadia Coffee Shop continental, Thai, Mexican and Italian food is served. This resturant provides 24-hour service. Typical Chinese taste is available at Dynasty. Buffet service is also provided for breakfast, lunch and dinner. The breadfast is available only at Nadia Coffee Shop.


Marriott has got excellent Conference Halls provided under the names Crystal Ball Room, Meeting room and Senator Room.


Salient features of Islamabad Marriott are:


290 Luxurious Guest Rooms
Situated at the footsteps of Margalla hills.
Executive Club, exclusively for business travelers.
Non-smoking rooms available on request.
All guest rooms and suites are air conditioned with attached bathroom hair dryer, colour television with bedside control, in-house movies music channel, mini bar, international direct dialing facility, voicemail & safe deposit box.
In-house television entertainment includes international satellite channels.
24 hour room service.
24 hour laundry and valet service.
Baby sitters and doctors on call.
Business Center (24 hours): Comprehensive secretarial services for today's Business traveler.
Swimming Pool (temperature controlled),
Health Club, Sauna, Steam Bath and Gymnasium.
Security: Smoke detectors and sprinkles,24 hour professional security patrol.
Round the clock Nadia Coffee Shop serves Buffet Breakfast, Lunch, Dinner and A’la carte.
Dynasty Chinese specialty restaurant serves lunch and dinner
The Bassment: Fast food lunch, dinner and music.
The Patisserie : Offering variety of confectionery delights.
Banquet and Conference Facilities : Crystal Ball Room , Kohinoor, Marquee, Marglla, Ambassador, Senator room and Conference Rooms.
Car hire and Travel desk.
XAVIER Men’s Saloon and Beauty Parlor.
In house banking facility.
Ice Machines on each floor.
Boutique , Handicrafts and Florist.
Free car parking and valet parking.



Marriott’s primary business concern is the room reservation, suite reservation, and conference halls reservations. The other activities like food service through restaurants, entertainment events, health club, business center, The Patisserie, The Bassment and shopping spots constitute the secondary business.
The target market is undoubtedly the upper class that can afford the luxury and unmatchable hotel offers. The various customer groups are the big companies and organizations like:


Ministries
Embassies
Multinational concerns
Foreign guessts
Delegations
Tourists

The service provided to above companies is mainly the room reservation and Banquet reservations for seminars, conferances and meetings.
The profitable customer group of Marriott are the tourists and travelers to whom Marriott serves under contract with well known travel agencies like Walji’s, Rakaposhi, Sitara and others. All over the world hotelling and tourism go together. Same is the case with Marriott and it is generating 70% of its revenues out of the travelers group.
In Islamabad, Marriott is providing hotelling standards of its own kind and is enjoying complete monopoly. However in Karachi it competes with Sheraton and adopts competitive strategies. In Islamabad it will be facing tough competition with the completion of Islamabad Serena Hotel, which is opening in year 2001.

Prime Objectives


The objectives of Islamabad Marriott Hotel are as follows;

Stay alive

Before making any new policy and package. They always keep in mind that in order to be in the market that they have to stay alive.
The Hotel for this objective makes many changes, for instance the prices of services, competitive strategies. In the boom period their strategy would be different than in the recession period. It keeps on analyzing the situation, both economical and political and takes actions accordingly. For
this particular objective they attract clients by giving them different incentives.

Greatest Consumer Satisfaction


Islamabad Marriott Hotel strongly believes and follows the motto "Walk in Happily & Depart Happily". The clients are the source of revenue. In order to make profits, it has to attract more and more clients. The management does their level best to give maximum comforts to the clients to satisfy them. The Marriott, for its client’s satisfaction has offered many recreational activities. Its prime objective is to satisfy the consumers from every aspect.

Profit Maximization

Profit maximization is the prime objective of any well-established business. It is the case with Islamabad Marriott Hotel. The management believes that the higher profits are important not only to carry out large-scale business but also for the expansion purposes.

Retaining High Standards

Islamabad Marriott Hotel also keeps an objective of retaining higher standards defined by their own visions. This is important to keep their business different from other Hotels.

Owners Equity


The owner of the Islamabad Marriott Hotel is Mr. Sadr-ud-din Hashwani. He is also the owner of the Karachi Marriott Hotel. He runs chain of Hotels called 'Hashwani Hotel Limited".
In 1992, with the change in the affiliation, Mr. Hashwani opted for the franchise business, where he decided that the management would be same. The license was obtained and they began to operate by following the set standards of International Marriott Hotels.

PART II
MARRIOTT AS AN ORGANIZATION

Location;

Marriott is centrally located in Capital City of Pakistan, Islamabad. The location is at hte footsteps of Margalla Hills. This location gives Marriott aesthetically a very sound location. All main buildings and offices of the capital are in a short vacinity to Hotel.

Staff:

The total staff of Marriott Islamabad consists of around 450 employees out of which around 70 are the officers, out of which 13 are the Managers or Head of Departments namely: -

General Manager
Executive Assistant Manager
Sales & marketing Manger
Media and Public Affair’s Manager
Human Resource Manager
Finance Controller
Food and Beverage Manager
Front Office Manager
Guest Relation Manager
Chief Engineer
Executive House Keeper
Purchase Manager
Laundry Manager
 
Property Description
Islamabad Marriott Hotel’s Lobby has a modern decor with a hotel operated, barber shop, business center, shopping arcade and Nadia Coffee Shop, providing a 24 house service with a variety of Pakistani and Continental Foods.
The hotel has three main restaurants namely:
Nadia Coffee Shop – Continental, Italian, Mexican and Thai Food.
Dynasty – Chinese Food.
The Bassment – Western Style (music & food for couples only)
(One new resturant is under construction)

Banquettes Halls include;

Ambassador – Adjacent to Nadia(being converted into a Resturant)
Crystal Ball Room a & b – located by The Bassment
Kohinoor - behind Dynasty Restaurant.
Margallah – located by crystal ball room.
Marquee – located by pool side
Senator – located by main lobby.















 



BANQUET ROOMS

 
LENGTH IN FT
WIDTH IN FT
AREA SQ.FTHEIGHT ft

GRAND CBR
91.5 FT56.1 FT3536.0025 FT From Center

CBR A

53.10 FT56.1 FT3019.008.00

CBR B (Sqare)

(Part of CBR B between partition of A and square of B)
23.9 FT14.7 FT82 FT56 FT1947.00816.64=2763.649.00 FT

MARQUEE

LOWER
109.3 FT80.008740.0011.00 FT

MARQUEE

UPPER
53.6 FT75.00 FT4012.007.00 FT

KOHINOOR

74.6 FT50.3 FT3743.009.00 FT

MARGALLA

44.9 FT27.10 FT1245.007.2 FT

SENATOR

25.1 FT27.7 FT691.008.00 FT

CONF. NO#1

11.7½ FT25.5 FT295.4610.8 FT

CONF. NO#2

(Cube i)
(Cube ii)

(Cube iii)
34.5
11.6
8.5
8.6
30.5
8.6½
8.6½
8.6½
104696
71
81
8.1½

CONF. NO#3
24.530.87487.11

 



The shopping arcade includes;

Xavier – Ladies and Gents beauty-parlor
Horizon Tours
Travel Desk
Boutique
Flower shop
Book Shop
Carpet Shop
Jewelry Shop

The Hotel has got seven floors including ground and mezzanine floor. Third, fourth and fifth floors are executive floors with lounges, on 4th and 5th floor and conference room on 5th floor. 5th floor has 52 room including one Presidential suite (consisting of 4 rooms) fourth floor has got 57 rooms including 4 executive suites.
Third, 2nd and first floor each has 57 rooms including 4 suites on each floor. Mezzanine floor has 9 Mezzanine suites and one Royal suite. There are five Library suites, one on each floor. Hotel also has several interconnecting rooms, non-smoking rooms, studio type rooms and disabled rooms.
Being the only five star hotel Marriott is a trend setter in Islamabad.
 In Islamabad Marriott Hotel i did my internship primarily in Sales & Marketing Department. During my internship i worked with Front Office, Banquet Sales Office. The duties of different departments are givern as below:


DUTIES AND RESPONSIBILITIES


FRONT OFFICE MANAGER

Front Office Manager is responsible to the General Manager for operations of Front Office including reservations, reception and telephone or telex. Some of the important responsibilities of Front Office Manager include:


Ensures that all guests consistently receive prompt and cordial attention at all and encourage personal recognition of all guests by the Front Office Staff.
Requires the Front office Staff to react positively, particularly to those guests who frequently stay in the Hotel and the guest who is considered as VIP.
He is responsible for compilation and timely submission of all the required statistical and performance reports.
Be aware of the necessity and importance of close corporation with other operating departments, notably house keeping and keep them thoroughly informed of Front Office matters, which concerned them.
Communications to the General Manager or Executive Assistant Manager, all information likely to be of interest to them such as the expected arrival and departure of VIP guests and all other pertinent information.
Ensure that guest rooms are inspected with scheduled and recorded regularity and the back and front of the Hotel are inspected frequently to ensure cleanliness, good repair and security.
Takes personal interest in the responsibility to ensure that the lobby area, reception desk and cashier’s Desk are kept in clean and orderly state at all the times.

h) Personally inspects VIP rooms prior to the guest arrival.
2. GUEST RELATIONS MANAGER

Under the general direction of the Front office manager and with in the elicits of established Hotel policies and procedures,
Guest relation Manager carries certain functions to achieve the highest possible guest satisfaction, in the following manner: -


Ensure maximum guest satisfaction through personal recognition and promote cordial attention at arrival and departure of guest.
Ensure respect of guest.
Ensure maintenance of efficient “Repeated Guests history” system.
Performs such functions as to include :-


Guest welcome letters.
invitations to regular guests and long staying guest parties
Attending to special requests by guests.
Developing and implementing guest telephone system.
Informs senior management of especial guest related problems.


3. RECEPTIONISTS

Receptionists are responsible to the Front Office Manager for:-
a. Checking in guests.
b. Recording arrivals in the Arrival Book.
c. Preparing guest folios.
d. Keeping the room rack current as to occupied, vacant and
unclean rooms.
e. Recording the revenue of the occupied payable rooms, and
rooms occupied by the complement any guests; totaling and
bala ncing these figures with the Night Auditors.
4. RESERVATION SUPERVISER

Reservation Supervisor is responsible to Front Office Manager for maintenance of complete reservation records, and the supervision of the reservation clerks, as follows:
a. Records reservation on reservation form.


Ensure that the advance reservation rack is accurately maintained and a properly prepared rack slip is filled alphabetically and by dates of every reservation form.
c. Maintains reservation control chart enforcing strike control of amendment to chart form.

d. Prepare ten days and monthly forecast.


Assists in development of occupancy forecast for annual budget.
Ensures that incoming Telex messages requiring a reply are answered with minim delay.
Discuss with the Front Office Manager the reservations for th4e guest who are particularly note worthy. So that a decisions can be made whether or not to treat such guests as VVIP.

PROCEDURES

RESERVATION
Work in Front Office start with reservation. This section is supervised by Reservation Supervisor and assisted by the Reservation Clerk. Reservation Supervisor deals with the advance reservations, and Reservation Clerk deals with the walk-ins.



Advance Reservation

Advance Reservation is of three types


Reservation in Marriott:

The room & any other type of reservation in the hotel f takes place through Telex, Telephone, Letter, telegrams, Fax, etc.
“Through Telex machine, the room reservation order comes from with in and outside the country. When reservation order comes by Telex to Front Office, the Reservation Supervisor replies and confirms the telex. Then reservation is done for expected guest in advance.
Sometimes reservation order comes through the telephone and the Reservation Supervisor continues reservation.

For other branches of HHL:

The reservation Supervisor also makes arrangements for advance reservations for the guests in other branches of the hotel.

Banquets Reservations

The Food and Beverage Department do reservation for Banquets and functions.

Procedures for Advance Reservation



The Reservation Supervisor fills the reservation form, and with the help of this form reservation slips are made. Reservation slips of different colors are used for different purposes like;


For normal or rack rate guests, white slips are used.
For VIPs Pink Slips are used.
For travelling groups, light blue slips are used.
For travelling agents green slips are used.
Yellow slips are used for any special purpose for he if all rooms are occupied and reservation supervisor wants to keep an expected guest on waiting list, than yellow slips uses example. Moreover, for reservation of seminars and conferences yellow slips are used.

These rack slips are then placed alphabetically and date vise in the rack. Arranged rack slips of the current day are sent to the reception from front office. At reception there is another rack showing status of different rooms. This is updated with the help of reservation rack slips. In this rack white colour in front of room number indicating that the room is ready for sale, red colour indicates that the guest has checked in, yellow colour indicates that the guest has checked out, but house keeping department has not yet sent a report of checkout.
When a guest arrives at reception according to the time mentioned on rack slip, he is received warmly welcomed, given key of his room and assorted to his room.

Walk in Reservation


When a guest arrives at the hotel without any prior reservation he is regarded as a walkin guest. When such a guest arrives he fills up a registration card at reception, mentioning relevant information, like his name, nationality, passport no., date and place of issue, date of birth, home address, arrival date, occupation and mode of payment etc. Thus the reservation clerk allots him a room according to the guest desire. Then reservation clerk posts the entries of the registration card to the checking in and checks out register.


Group Reservation



Group reservation is usually done through letters. The company or organization, which make arrangements for the groups, sends a letter to the hotel. Sales and marketing departments then, the number and the names of the expected guests three months before their arrival. Finally a form for group reservation is filled, showing occupancy in each room at their arrival. Moreover the bills of rooms and meals at their departure is sent to the concerned company or organization.

Travel Agents Reservation


The travel agencies represent most important sources of the income to the Hotel business.

Travel agents reservation is made on green rack slips for easy identification as commission able accounts.

BUDGET

The annual budget is kind of forecast, that is in the next year this much will be the income in so and so months. The front office each month compares the budgeted revenue with the actual one. The budget is prepared in September, October, & November and is sent to head office for approval in December and is adopted in January.

RATES

The hotel gives different rates to different companies. On the basis of rates different companies have categorized into tow classes.



Discounted Rates
Credit Rates

Discounted Rates are given to companies on the basis of business given by the companies. If the company is giving more business to hotel, it is included in hotel discount list. Special discounts are given to these companies. Sometimes business given by a company, which was initially included in discount list decline than its name is removed from the list.


Credit List depends on economic conditions of a company. Credit list is renewed after every two year. A file of companies who are included in credit list is maintained in alphabetical order. The companies, which have sound economic conditions, are included in the credit list.


The rates at which rooms are sold to different companies are divided into group segments, which include;


Normal or Rack Rates

These are the normal rates of the hotel. All racks rates are treated as VIPs.

Commercial Rates

Accounts department, sales and marketing department together sets these rates. The companies, which give thirty room nights per month, are given commercial rates.

Corporate Rates

The companies, which give 50 room nights per month, are given corporate rates.

Preferred Rates

All the companies of United Nation, American Embassies, and consulates and British Airways are given prefered rates along with the complementary breakfast.

ABOUT THE 4P’S


SERVICES


Services Offered

The services include

Rooms and Suites



One of the main service offered by Marriott is the lodging facility. They offer:


290 luxurious guest rooms.
The higher dignitaries of foreign countries are offered suites.
All guest rooms and suites are air conditioned with attached bathroom, hair dryer, color television with bedside control, in-house movies, music channel, mini bar, international direct dialing facility, voice mail & safe deposit box.

Banquet and Conference Facilities

The Hotel provides;


Banquet halls and conference rooms to their guests and non-guests.
Security to organizers.
International seminars by head of states and by other International orgnizations such as United Nations.
The non-guests also regularly arrange their Seminars,

Conferences and parties.


Dinners by diplomatic code are regularly held in Marriott.

Outlets

Several outlets or shops are there within the Marriott building.


Boutique: A large variety of exclusive dresses are offered to the guests.
Handicrafts: Several items of handicrafts are offered to the guests.
Florist: Variety of flowers is offered.
Saloon & Beauty parlor: It is there to set your looks in the way you want.
Laundry & Valet services: Laundry and valet services are offered round the clock.


Banks

The Marriott Hotel offers:


Banking services at its premises to the customers.
The hotel accepts credit cards namely: American Express, Visa Card, Master Card, Diners Club, MCB, HBL, and UBL credit cards.

Recreational Activities

Marriott Hotel provides:


Services like swimming pool, health club, sauna, steam bath and gymnasium as a mean of recreational activities.

Food Outlets



In Islamabad Marriott Hotel, places like Nadia Restaurant, Dynasty, Muddy's Cafe, Patisserie provide a large variety of food ranging from Chinese to traditional Pakistani food.

Executive Club



The services of executive club are exclusively offered to the business travelers.

The following are few of the services offered in the executive club:


Continental breakfast in Executive Lounge and daily newspaper.
Executive Lounge offering complimentary service of tea, coffee, soft drinks, fresh fruits and snacks.
Two mini conference rooms on request.
Deluxe room amenities.
Video Cassette player on request.
Butler service.
Personalized stationery.

Security Services



Their guests being high ranking diplomats for whom their security is more important as compared to the other services. In order to meet their security needs, Marriott provides following services to its clients;


Personal security guards.
Hidden Cameras.
Fire alarms.
Automatic fire control system and sprinklers

Other Services


Besides these the Marriott Hotel also provides:


Free airport transportation.
Free parking.
Car rental desk.
Air line reservation desk.
Air line offices.
Business center.
SERVICE LINE CHART


Rooms & Suites

Banquet & Conference Halls

Outlets

Food Outlets

Executive Club

Recreational Activities

Standard Rooms

Crystal Ballrooms

Boutique

Nadia Restaurant

Executive Club

Swimming Pool

Executive Club Rooms

Kohinoor

Handicrafts

Dynasty Chinese Restaurant

-

Health Club

Library Suite

Marquee

Florist

Muddy’ CafĂ©

-

Sauna

Bath

Deluxe Suite

Ambassador

Saloon & parlor

Patisserie

Steam Bath

Executive Suite

Senator Room

Laundry

-

-

Gymnasium

Royal Suite

Margalla

Valet Service

Massage

Presidential Suite

Conferee Rooms



PRICE

Islamabad Marriott Hotel's main service is the lodging facility provided to visitors.

Following table shows the prices charged for rooms and suites:


Rooms

Single (Pak Rs.)

Double (Pak Rs.)

Standard Floor

9000/-

10,000/-

Executive Club Floor

10,000/-

11,000/-



Suites

Pak Rs.

Library Suite

14,000/-

Deluxe Suite

14,000/-

Executive Suite

18,000/-

Royal Suite

24,000/-

Presidential Suite

44,000/-

These charges include:
Hotel Tax, 15% +Re lA occupancy tax.

PLACING



Islamabad Marriott Hotel is centrally located in the verdant setting of Islamabad's main administrative, government and business district.
The area of location is easily accessible to prime buildings, places, institutes like The Presidency, The Parliament, The Secretariats, The Supreme Court, Faisal Mosque. The main shopping centers in Capital City like Awami Markaz, Jinnali Supermarket and Supermarket is all easily accessible to Islamabad Marriott Hotel.
The area is one of the secure and popular areas of Capital City. Islamabad Marriott Hotel is placed in an area, which is quite convenient not only for the foreign visitors but also, for the local guests, visitors.

PROMOTION



In order to maintain the existing market and to get a large market share, Islamabad Marriott Hotel has to carry out an effective promotional campaign.

The promotional activities are categorized as:

ADVERTISEMENT



The Sales department of Islamabad Marriott Hotel is responsible to carry out an effective advertisement. For this purpose they allocate a separate budget.
The methods through which the advertisement campaign is carried out are:


Transmitted Media


The Islamabad Marriott Hotel by utilizing the modern technology of transmitted media, advertises about the exclusive services they offer. This is considered as the most effective method of advertisement since it is accessible to all their targeted clients’ i.e. Government, Diplomats, and Commercial sector.


Flier


Information about services is given on the flier. This is mostly sent to the Diplomats and the Commercial sector.


News Letter


The news about the on going activities in the Hotel is sent to the guests and the clients.


Print Media


Promotion is also carried out through the print media and different Magazines and news papers are used for this purpose.

Personal Contacts

The information about the hotel and the services are also given
through the Personal contacts.


Since the Marriott does not have any direct competitor in the market, therefore, they actually do not need much advertisement. They carry out these activities for the indirect competitors.

SALES PROMOTIONAL ACTIVITIES

The sales department carries out several sales promotional
activities such as:


Discounts


The Islamabad Marriott Hotel gives discount to its regular guests. The discount rates for different sectors are:

• Government Sector: The Government sector is given a discount
rate of 30 to 40 percent.


• Diplomatic Sector: The diplomatic sector is given a discount of 20 to 30 percent for the rooms, banquet, or on the reception parties.
• Commercial Sector: The below table shows the condition and rate of discount given to this sector. According to table, A party is given a contract that if it occupies rooms for certain number of nights then it will get the stated discount rate.


No. of Nights Occupied in a Calendar Year

Discount Rate

50 to 100

32%

100 to 200

42%

200 and more

47%


Free Membership for Short Period of Time



The Islamabad Marriott Hotel, to attract the non guests, invites them for a free membership ( on temporary bases) for recreational activities like swimming, health club.

Societal Marketing



The Islamabad Marriott Hotel carries out societal marketing. This is to make their guests and non guests realize that they are environmental friendly.

Special Preferences to Regular Clients



Special preference is always given to the regular clients (In areas like reservations, conference arrangement, banquet facilities).

Group Travel Arrangements



The Islamabad Marriott can arrange a group tour for the visitors. This is an additional service provided to their guests.
The visitors from foreign countries, who wish to explore the beautiful northern areas of Pakistan, can utilize the available service of group tour arrangements.

Free coupon for the Dinner, Festival parties



In order to attract more visitors, Islamabad Marriott Hotel invites a number of people over dinners and festival parties. This is to show their hospitality and the exclusive services offered to the people.

MARKET ANALYSIS


MARKET RESEARCH

Islamabad Marriott Hotel carries out an effective market research by utilizing following methods:

Direct Methods

These include:


• Personal Calls: The officers personally meet the guests to find out their demands and suggestions & improve services. The sales department personally believes that this is the best method for market research. Since they can discuss on several aspects of improvements.
• Telephonic Calls: The guests, visitors are contacted on the phone in order to find out their views and needs. This method is considered as a useful method since it is time saving and accessible to both the guests and the Hotel. But the guests may give incorrect information or may misunderstand the questions.
• Writing Letter: The visitors, guests are asked about the services they want through a letter. This method may be cheaper in price but the incorrect information could be collected. It could be a time consuming method. At the same time, the information may not be collected in detail.

Indirect Methods

These include:


• Print Media: The demand could be assessed through the print media. Giving the information about the services in media does this. In return the suggestions are asked from the readers.
• Flier: The fliers are sent to the visitors and the guests. The information about the services is given in the flier. And measuring the number of guests coming to the Hotel assesses the response.
Once the information is collected, then by keeping the competitors in view, the market situations is analyzed. If necessary, the corrective measures are taken to improve their market strategies and to assure the satisfaction to their guests, visitors form the services.

MARKET SHARE AND STRENGTH

The Islamabad Marriott Hotel has market share of 43%, among the competitors i.e. Holiday Inn, Pearl Continental (Rawalpindi), and Pearl Continental (Burbon).
The following are the Islamabad Marriott Hotel's strengths:

Location



The location in the capital city has given an advantage to the Islamabad Marriott Hotel. The Head of states meetings, the foreign dignitaries, meetings with the President and Prime Minister and many other international conferences, seminars are held in Capital City. Therefore, Islamabad Marriott Hotel enjoys a large market due to its location in Capital City.

Five Star Services



Islamabad Marriott Hotel is the only Hotel providing five star services in the capital city. Therefore, it enjoys monopoly in the market.

Accommodation



Holiday Inn has an accommodation of 121 rooms. Whereas the Islamabad Marriott Hotel has 290 rooms and 5 suites. Therefore, it has more accommodation capacity then Holiday Inn.

Security of Guests



Islamabad Marriott Hotel assures the security of their guests and visitors. This is the reason why high dignitaries come and stay at Islamabad Marriott Hotel.

Arrangement of Group Tours



Arranges the group tours for their guests and visitors. Marriott is the only five star Hotel providing such services.

MARKET SEGMENTATION

Islamabad Marriott Hotel segments its market into three categories that is.

Government Sector



The Government sector includes all the government ministries, institutes and other affairs. Among the Government ministries and institutes, Islamabad Marriott gives its priority to the Ministry of Foreign Affairs and Prime Minister’s secretariat. This is because of the involvement of these offices in the foreign visits, conferences, and visits of Heads of States. Reasonable rates are charged to government Ministries and Institutes.
The Government's trust in Marriott's security and excellent services always encourages the Marriott's management and in return the Marriott gives them discounts and assurance of best services.

Diplomatic Community



The Diplomatic Community includes the Embassies, High Commissions and other international institutes like United Nation. The Diplomatic Community is also offered services at reasonable charges. This is because the Diplomatic regularly conducts their receptions, dinners, festival shows, and different sort of parties in Islamabad Marriott Hotel. Diplomatic community at the Islamabad Marriott Hotel also arranges the conferences and International seminars.

Multi- National Companies and Commercial Sectors



Islamabad Marriott Hotel charges discriminatory rates to the commercial sector. A guest for the big commercial company is charged more than a guest from a medium size company

Non- Guests



The Non- Guests are offered special membership for recreational facilities like Health Club, Swimming Pool, Meetings & Conferences arrangements and Restaurant services. The Non- Gusts are charged more than the guests of the Islamabad Marriott Hotel are.

MARKET DEMAND


Present Demand



Islamabad Marriott Hotel, being the only hotel providing the five stars services, certainly has more demand in the market. However, their demand changes from time to time due to many factors.
The Holy month of Ramadan reduces their number of guests, since many people avoid traveling in the month.
The Sales department, through its efforts, targets 290 rooms’ occupancy per night.
Presently, Islamabad Marriott Hotel due to its location, five star services, security, and other services has the highest demand among the other hotels in the capital city.
In the indirect competition, which includes Holiday Inn, Islamabad, Pearl Continental (Rawalpindi), and Pearl Continental (Burbon), Islamabad Marriott Hotel has 43% of market share.

Demand Forecasting



Islamabad Marriott Hotel carries out the demand forecasting in order to determine the future demand. The Sales department does the demand forecasting by considering the following methods:


Analyzing the Market Situation: the Sales department does the thorough analysis of the market. The past and the present demand of Islamabad Marriott Hotel is also analyzed.
The meeting is held among several departments to preview their performances and also give the possible future performances and also give the possible future performances. Heads of departments also give their suggestions regarding the future market planning.

Competition: The Sales department also analysis the existing or possible competition in the future. Viewing other hotels, performances do this. The new Hotel projects are also considered. The possible new services and packages provided by their competitors are also considered.

Self- Assessment: The Sales department assesses their own resources, both the human and the financial. If Islamabad Marriott Hotel has limited financial resources or human resources, then they would make strategies for improving their resources. The demand can be forecasted by self-assessing market demand in the future, otherwise they might loose their guests.


External Environmental Factors: The Sales department by viewing the external environmental factors and their effectiveness, can forecast the demand in the future. The more effective the external environment, the more would be chances to loose their guests.

Political Conditions: The political conditions are very significant for the Islamabad Marriott Hotel. The more instability means that Marriott would lose more guests.

Economic Conditions: The economic conditions play a vital role in the rise or fall of demand. In the boom conditions the more investment would take place which means the more profits for the Islamabad Marriott.

On the other hand, the recession period would have an adverse effects on the Marriott. The lower income earnings, the lower profits and lower demands for Islamabad Marriott.
By looking at the economic growth and different trends (i.e. inflation rate, economical policy, investment rates, saving rate and spending) the demand could be forecasted. Accordingly the strategies could be adopted.

MAIN COMPETITORS

Islamabad Marriott Hotel do not recognize any direct competitor in the market, as it is the only hotel providing five star services in the capital city
Islamabad. However, it faces the indirect competition from the surrounding areas.
Therefore, the main competitors (competing indirectly) of Islamabad Marriott Hotel are as follows:

Holiday Inn (Islamabad)



The Holiday Inn, Islamabad Hotel is considered as the second best hotel in the capital city, Islamabad. However, the Hotel provides three star services and comparatively has less accommodation facilities.

Pearl Continental (Rawalpindi)



The Pearl Continental Hotel is providing five star services and is popular hotel in Rawalpindi and Islamabad. If the rooms are fully booked in the Marriott, then the alternative Priority is given to Pearl Continental Hotel, Rawalpindi.

Pearl Continental (Bhurbon)



A well known Hotel for the tourism and recreational purposes, it provides the five star services and is very much preferred as the holiday spending spot.

COMPETITORS STRENGTH & WEAKNESSES

All the competitors are among the finest hotels of the country. All are providing the best services. However, they have both the strong and the weak points. The more of strong points means the more lead in the market share.
The following are the strengths and weakness of the competitors;

Holiday Inn Islamabad Hotel


Strengths:



The center location in the city makes the Hotel more accessible to business areas and communities. At the same time, most of the guests and visitors prefer to live among the crowd, in order to feel secure.
The Holiday Inn Hotel offers services at lower prices. The lower prices are afford-able by many clients, guests and visitors.
Holiday Inn is also well known for the catering it provides.

Weaknesses:



Holiday Inn is a small scale hotel and has accommodation of 190 rooms only.
The Hotel provides only three star services.
The pollution is found in the central areas of the city.

PEARL CONTINENTAL (RAWALPINDI)


Strengths:



Pearl Continental, Rawalpindi is the first hotel built in the Rawalpindi. That is the reason for its popularity.
Rawalpindi is city where most of the business community is resided. Therefore, visiting businessmen prefers to live in the Rawalpindi and therefore he/she stays in Pearl Continental, Rawalpindi.
Airline crews are given special concession rates and packages. Therefore, they prefer to stay there. Since it is close to an airport, therefore, passengers in transit also prefer to stay here.

Weaknesses:



The pollution in the city may discourage the guests and visitors to live in Rawalpindi.
The Rawalpindi City is densely populated, therefore, many visitors feel insecure to live in populated city.
The official delegation would prefer the place in the capital city. As they may have to attend the conferences, meetings, workshops and seminars in the capital city.

PEARL CONTINENTAL (BORBON)


Strengths:


The location of Pearl Continental, Borbon is considered to be a pure place for the rest and recreational purposes.
The Pearl Continental, Borbon provides all five star services. They make sure that there guest’s get all services that they for.
The Pearl Continental, Borbon is popular for the Honeymoon for the newly wed couple.
The Bhorbon is a beautiful hill station and attracts a huge no. of people from within and out of country. This makes PC Bhorbon an attractive place for the tourists who want luxury and comfort.
Many foreign delegations after meetings and active schedule in Capital City are bought to this hotel for some rests and recreational purposes.

Weaknesses:



The guests cannot stay for a long period of time since this is the place for the rest and recreational purposes.
The Pearl Continental, Bhorbon charges higher prices for their services.

POSITIONING STRATEGIES

Islamabad Marriott Hotel, in order to ensure the increase in market share, carries out several positioning strategies such as:

Incentives

The Islamabad Marriott Hotel, in order to attract a large number of guests, gives many incentives.


The discount rate given to different sectors is one of their main incentives.
Other incentives include, priority for reservation, free dinner coupon, transportation arrangements, free valet services, etc.

Group Tour Arrangements



The group tour is one of the latest strategy adopted by hotels to attract more tourist guests.
The increase in the tourist guests means an increase in the market share.
Therefore, the Islamabad Marriott Hotel to strengthen its position, offers services of group tours.

More Advertisement



Islamabad Marriott Hotel, in order to aware the people about their offered services, plans for more of the advertisements. This may invite the guests from other hotels, and may also attract the non-guests for the membership of recreational activities.

Market Research



The Sales department of Islamabad Marriott Hotel, regularly conducts the market research.


This determines the actual demand of the hotel. At the same time it assists to know what the visitors, guests actually demand.
The Sales department also analysis the strategies of it competitors.
The Islamabad Marriott Hotel, also asks guests for their suggestions or complaints regarding the services of the Hotel.

Societal Marketing



The Islamabad Marriott Hotel, by conveying the people about the societal marketing done by them, is able to attract more guests and visitors.

SOCIETAL MARKETING

Islamabad Marriott Hotel also carries out societal marketing in the following manner:


Islamabad Marriott Hotel allows a 50% discount on the charity shows. In this way they assist the good cause of charity for the needed ones.
The seminars and conferences on different diseases and environmental issues (like AIDS, pollution, etc.) are also allowed discount upto 50%.
Islamabad Marriott Hotel arranges food festivals and offers special rates and packages on the occasions like Eid, New Year. On these auspicious occasions the Hotel's building in nicely decorated. This is to make people realize that Marriott on these occasions is celebrating with them.
Flags of different countries are hosted to show that the Marriott wants harmony and peace among the countries. They all for the sake of environment of the earth, must get together to clear the differences and it assures that Islamabad Marriott Hotel is always there to welcome the peace conferences and seminars.

Thus, the Islamabad Marriott Hotel does not directly finances the societal projects but it assists as a co-sponsor.

TRAINING AND DEVELOPMENT

Training is a major operating function. It is the responsibility of every supervisor, department head, general manager and officers. It is the Hotel’s policy that each department head and executive should have a replacement, qualified to assure his duties, if not he should be engaged in training a qualified replacement. The hotel policy of promotion from within, changes in the organization, job responsibilities, methods, business volume, and changes in the individual employee behavior and knowledge all call for increased or modification of knowledge, attitudes or skills.
In Marriott Islamabad it’s the policy that every new employee receives proper orientation and job training, further more, training is an ongoing process for employees at all levels and employees may occasionally need additional or refresal training.


On the Job Training

It is provided to the employees in the actual working conditions i.e. the supervisor trains the employee to perform his job in one way or the other, during the actual performance of the job.

Of the Job Training

It is provided to the employees in the artifisal working conditions, which are similar to the actual working conditions. Off the job giving lectures to the employees also provides training.

TYPES OF TRAINING



First Line Supervisory or Management or Executive Training.

Based on training need analysis, programs can be identified for developing management and supervisory skills typically these programs covers such areas as leadership, communication, time management etc.


Orientation Training

The employee orientation guide distributed by the corporate training department contains a step by step description of the orientation process that is to be used as minimum standard in all the hotels. The Hotel’s program designed to introduce new employees to the company, the hotel and their new jobs.

Security and Safety Training

The protection of life and property of both guests and employees is of paramount importance. All staff, management and employees are given training on the security and safety procedures in the hotel.

Courtesy Training

Courtesy is the priority of the hotel, friendly and thoughtful surveys have to be the standard of the hotel. Therefore, courtesy training is being provided to all the employees of Marriott.


ANALYSIS

Lack of Proffesional people

In the hotel business Marriott do not have any criteria for specialized subjects. They only go for experience although that counts a lot but they should be opting for right person for the right job.

Work Load


In certain departments the work load is so much that it becomes impossible for a normal human to take the work load. And you will constantly see lots of turnover. Especially in the front office department.


Lack of Co-ordination

During the completion of my internship program I have observed the lack of coordination among employees that often resulted in unfavourable conditions
 
Probationary Period
Normally, probationary period is for six months but in some cases it is extended upto two years, which creates disturbance on the part of employee.
House Rent Allowance
House Rent Allowance given by the company is very low, it is only 5% of the basic pay, which is not suitable and do not meet the basic need of the employees.


Financial Compensation



Pay is a wonderful incentive, wonderful in a sense because it enables to satisfy lower order physiological and security needs and the higher order needs such as esteem and recognition. Recent studies have shown that manager or employees think of their pay a form of recognition for a job well done and as a markup for recognition. In short salary packages offered by the hotel are not attractive for the qualified and specialized people.


Turnover Rate


The turnover rate at Marriott is very high because of following two reasons:-



Lows monetary compensation: people join the hotel for some compensation but when they find the job outside the hotel with higher compensation they leave the hotel. It is true that from the first day of joining the hotel they make plans for leaving it.


Lack of Job Security: Another reasons of high turnover rate is the lack of security i.e. the fear of to be fired at any time.


RECOMMENDATIONS


Specialization and qualification should be given importance in recruitment.
To reduce work load, number of employees should be increase.
Probationary period should not pass the fixed period that is six months.
House rent allowance should meet the needs of employees.
Increasing suitable monetary compensation and providing the maximum job security can minimize turnover rate.