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HOLIDAYINNHOTELS,ANOVERVIEW: .............................................................................................................. 5
INTRODUCTIONTOTHE,SALES MARKETING MANAGER .................................................................................... 7
FUNCTIONSOF MANAGEMENT: ........................................................................................................................ 8
Long term plan:.............................................................................................................................................. 8
Short term plan.............................................................................................................................................. 8
Contingency Planning: ................................................................................................................................ 9
ORGANIZATIONALSTRUCTURE: ................................................................................................................... 10
INTERPERSONALROLES: .................................................................................................................................. 13
INFORMATIONALROLES: ................................................................................................................................. 13
DECISION MAKING: ......................................................................................................................................... 13
MARKETINTELLIGENCE: .................................................................................................................................. 15
COMPETITIONANALYSIS: ................................................................................................................................ 15
PROVIDINGSERVICESWITHEMERGING MARKETTRENDS: .............................................................................. 15
STRONG FOLLOWER: ....................................................................................................................................... 16
CUSTOMERRETENTION: .................................................................................................................................. 16
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Our Honored and Respectful, Prof. A. Amjad, who provided us with endless and
invaluable guidance.
We thank the management ofHoliday Inn for giving us their valuable time and co-
operating with us. They treated us with courtesy and provided us with all the
information we needed.
We also would like to thank all the individuals who have contributed towards the
completionof this project.
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In this project we have tried toobserve anorganization and see how it is running.
The mainobjectives were:
To practicallyobserve the managerial functions, skills and roles.
How the managers performs his managerial functions, skills and roles.
Learnhow the manager controls his staffusing his skills.
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MMIISSSSIIOONN SSTTAATTEEMMEENNTT
THEIR MISSION IS TO CREATE QUALITY
FOR THEIR CUSTOMERS
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Achieve Quality Excellence and Serve Customers with Quality
Products
HHOOLLIIDDAAYY IINNNN SSHHAARRDD VVAALLUUEESS
They value & respect their customers.
They communicate openly.
They have integrity.
They are committed to winning.
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HOLIDAY INN HOTELS, AN OVERVIEW:
olidayInn is an international hotel and resort chainhaving hotels and resorts
in every known big city in the present world. The head office of Asian
subcontinent is located in Mumbai (India). There chains includes
Intercontinental Hotel & Resorts
Crown Plaza Hotel & Resorts
Express byHolidayInn
Stay Bridge Suites HolidayInnExpress
HolidayInnHotels & Resorts
Holiday Inn Lahore started its operation and functioning in July 1995. Holiday Inn
Lahore is a perfect place,comfortable and luxurious. Holiday inn is a four star hotel.
They offer a variety of services and amenities such as full service restaurants and
swimming pools. Credit card guarantee required for all arrivals- Deposit may be
required during special events.
Holiday Inn Lahore, franchise of the Inter Continental Hotels Groups family is
striving to achieve new landmarks on roads to success. They are always in rent less
pursuit of excellence ensuring the social privacy of our valuables customers and
guests. We know that they are always there to add value to our prestige and
enhance our reputation in the world care,comfort and hospitality.
IHG is the worlds most global hotel company and the largest bynumber of rooms.
They group has more than 3700 owned, leased, managed and franchised hotels andover 600,000 guest rooms across nearly 100 countries and territories.
Their strategy is the aim to provide all their guests outstanding quality and comfort
with genuine friendliness and professional warmth, surpassed bynone.
H
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Holiday Inn is located on Egerton Road Lahore 25-26. It is a 4 star hotel with all
amenities if a 5 star hotels. It is conveniently located incentral Lahore and is close to
all business centers. At this time it employees 400 employers, working in three
shifts. The owner and ChairmanofHolidayInnLahore is Khawaja Tariq Latif. MD is
Khawaja Khurram.
Holiday Inn LHR has the following features:
120 Guest Rooms
8 Suites
15 non-Smoking Rooms
68 Double bedded Rooms
52 single bedded Rooms
1 Special Rooms for disabled
Downtown /CityCentre
9 Floors
Cocktail Lounge
3 Restaurants (China grills,Lahore gates & roof Barbeques) Airline Desk:World Travel
Rental Car Desk:International Tours (PVT)
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INTRODUCTION TO THE, SALES MARKETING MANAGER
Mr. Ahmad Salman is the Deputy D irector of Sales & Marketing at
Ho l iday I nn. He graduated from Punjab University in MPA. He started
his career in 1988 with an assignment, where he got responsibility of
OTC products , like Jo hr-Joshanda , there he worked for 3 years , then
he jo ined Avari in 1991, till 2005 in sales & marketing department. Then
S ir A hmad jo ined Serena Hotel, after wh ic h he jo ined Uni-Lever in
Islamabad as a Regio nal Sales Manager of the No rth Sector for a
duratio n of 2 years. No t fu lly satisfied, he then jo ined Teleno r
Pak istan as a Manger of Profit & Sales in Faisalabad. Last year in
September 2009 he moved to Lahore and jo ined Ho l iday I nn and now he
is presently work ing as a D irector of Sales & Marketing.
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FUNCTIONS OF MANAGEMENT:
y Planning
y Leading
y Organizing
y Controlling
PLANNING
Long term plan:
y
The long term objective ofHolidayInn is to earn revenue.y Becoming the leader inhotel industry in Pakistan.
Short term plan
y The short term objectives are to provide courteous, friendly, caring and best
services to its customers.
y Making guests feel welcomed by providing unquestionable service and care.
To achieve short term or long term objectives plans are made. Plans regarding
financial matters are made entirely by the exclusive management. To make a plan
for achieving any short term objective the executive management takes decisions
from middle management and the employees as they play a huge part in achieving
the desired goals.
As according toDSM Ahmad:
I have a team of three sales managers. We plan on weekly bases. We usefrequency charts which are filled everyday of daily records.
We develop a strategy, then roll out of specific strategy and then wait for the
desired outcomes.
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Contingency Planning:
The restaurant has contingency plans for every department. For example in HR
department the contingency plan is that incase if the chiefchef leaves the job forsome reasonor expires the restaurant will hire a trained chef from somewhere on
contract basis until it finds a chefof its own.
The advantagesofcontingency plans are that:
y Helps getting into a better position tocope withunexpected developments.
y Avoid the shockofcomplete surprise
y Avoid halting ofoperations during emergencies.
ORGANIZING
When we talk about the organizing,HolidayInnorganizes
its management in a very authentic way. They organize
rooms, banquets, weddings and arrange for trainings,
seminars,conferences and any desired functions.
They also organize for cultural events, multinational
seminars, political lectures or debates or any type ofbusiness briefings. For example, during the international cricket season,HolidayInn
prepared itself in a very impressive way to facilitate the foreign cricketers. They
provided them the comfort and relaxation, so theycould feel at home.
HolidayInnhas organized their rooms in three different categories which are
Standard Rooms
Exclusive Rooms
Family suites
In a total they have 120 rooms. They do their unsurpassed to provide an
outstanding environment to make their customers feel at ease.
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GENERALMANAGER
FinancialController
accountsManager
CreditManager
FrontManager
asst. ofmanager
deputymanager
DirectorSales andMarketing
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CONTROLLING
Controlling means evaluating results and taking the
correct measures against them. The hotel practices
control in every department. For employees,
employee appraisal form is filled by the supervisor
after every 3 months evaluating the performance of
the employee. If the supervisor feels satisfied with the employee thenhe is passedand ifnot then the employee is instructed by the supervisor until his performance is
improved.
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RROOLLEESS
INTERPERSONAL ROLES:
Mr. Ahmed Salman has very effective strategy to welcome the customers, theyhave a team to greet people and their duty is to receive customers with great care
and happiness, they show delight at every ones arrival. They provide very kind
environment to the customers so that customers can adjust easily. They allow their
customers tocomment on their services or suggestions are always welcomed. They
make customers feel free and at home. Dealing with the suppliers or anyone how is
linked up with the hotel in a very friendly manner, they listen to all the
requirements of everyone whether he is an employee or a customer. For all these
services, first they train their employees in a very good manner; they guide them inways to provide excellent services.
INFORMATIONAL ROLES:
He said that providing information and receiving information is really very
important part of the running business. It includes so many things; they inform
people about all the new arrivals in the hotel by displays of the products, so as to
attract the people,TV ads, banners, pamphlets & brochures. He said that usuallyhe
makes 10 to 15 calls per day. They implement new strategies such as- how to
approach market trends, they also refer to attract foreigners and cricket teams,
including sponsorship and discounted packages to attract more customers and make
them aware about the offers. They try and use every way possible just to get the
word out about anynew-coming or happening.
DECISION MAKING:
Decision making is the most important role among the three managerialroles as described by MINTZBREG It is the first responsibility of a manager to
understand the environment and make new decisions.
Ahmed Salman said the profit as their revenue of this year fell down from 30% to
25%, sohe used his set of authorities to minimize the extra staff,cut down the extra
costs to maximize the profits without incurring high costs. He makes his own
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decisions according to the situation; he has high authority to make decisions
without any ones consent and consultation. He said that he has set of
responsibilities with the authorities.
Mr. Salman says he has been givenauthority with limits, so he makes decisionson the spot which he feels comfortable with and he knows that will result in
benefits.
Now a days our country is economically facing a down fall, most of the
businesses are declining, so theres a need to make decisions quickly. He said that
who react first will take over the business.
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Mr. Ahmed Salman suggested us very effective strategies to adapt, so that we
can be an effective manager. There are FIVE basic suggestions whichhe gave us, as
stated below:
1) MARKETINTELLIGENCE2) COMPETITIONANALYSIS3) PROVIDINGSERVICESWITHEMERGING MARKETTRENDS4) STRONG FOLLOWER5) CUSTOMERRETENTION
MARKET INTELLIGENCE:To be at the top and to fulfill all the managerial roles, initially you should be
aware of each and every thing out in the market. You should have the knowledge of
all upcoming events so that anorganizationcan present itself in a good manner, to
attract the customers. In these days the market is revolutionizing day by day, so we
should alsokeep pace with the changing market. We should know all the pros and
cons of the market which we are entering.
COMPETITION ANALYSIS:
You should be conscious of your competitors, so that you can analyze and
develop the strategy to maximize the profit. It is very important to be one step
ahead of your competitor in any way possible. As a manager you should have full
knowledge about the competitors strategies.
PROVIDING SERVICES WITH EMERGING MARKET TRENDS:Providing up-to-date, high-tech services to the customers is a very innovative
way to attract them. Now a days our society is changing so rapidly and everyone is
the search for greater heights. Ifyou stick toone kind of service and dont change
you will encounter great loss. Therefore, to change according to the arising
demands is the signof a good management. So it is necessary to provide maximize
facilities toyour customers to gain profit and to satisfyyour customers.
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STRONG FOLLOWER:
The stronger your challenger is, the more you will compete and you will be more
passionate for your firms success. You should have faith inyour own decision, and if
you believe that all what you are doing is profitable and within the resources of the
business, thenyou should go for it! You should work enthusiastically and motivate
your subordinates to accomplish the targets set.
CUSTOMER RETENTION:
We know that the customers are the backbone of every businesss success. So the
customers should be provided facilities in a veryorganized manner withhospitality;
services should be cheap and at the same time good in quality and which should be
provided efficiently. These qualities will attract customers who will always place you
on their top most priority list. Fulfilling the consumers needs not only will provide
you with business but also superiority in the market.
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MMAANNAAGGEEMMEENNTT SSKKIILLLLSS TTOO BBEE UUSSEEDD
Mr. Ahmed Salmanutilizes all the major skills at his position. Conceptual skills are
used to solve and analyze the critical situation. With the help ofhis mental abilityhe
is able to take the correct decisions at the right time. He (Mr. Salman) has 15 yearsof experience, which enhances his ability tohandle every type on problem. Due to
his experience his concepts are crystal clear and he can easily handle the difficult
situations by posing better and improved solutions. Mr. Salmanorganizes the tasks
knowing what should be done first and what should be done after some time.
Conceptual skills are very important in this field of job. As a manger of sales and
marketing, Mr. Salman identifies the opportunity for innovations and recognizes
problem areas and implements solutions to eliminate the problem.
Mr. Ahmad Salman uses his human skills, which is the ability to work well with
other people individually or in a group, althoughhe is onhigh post i.e. Director of
Holiday Inn but he still considers himself a normal middle-class human being, who
also started his career from the initial stages. He is a down to earth type of person,
who knows and respects his cultural and moral values due to which he has the
ability to understand the needs of his people. He is kindhearted and polite to his
subordinates; he said that he works withhis staff as ifhe is one of them. On the
other hand, Mr. Salman has very high communication skills which can easilyinfluence his communication and understanding withothers. He motivates his staff
and gives them full support. He is role model for his subordinated, who guides them
and shows them the right path to follow.
A good leader can express himself by his effective skills, he has the ability to
manage the time, to divide the task in proper way and maintain the discipline. His
work does not end by imposing the tasks on the employees, but his duty is also to
check whether the work is being done properlyor not.
Last but not the least; he uses his technical skills as well. Although he is a
manager but it is alsohis duty to be aware of all the basics first. Mr. Salmanhas a
clear understanding ofhis job-specificneeds, so that he can teachhis staff without
any difficulty, what to do and how to do. As a manager, who leads and appoints
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jobs,his own technical skills need to be well defined. Mr. Salmanhas all the qualities
for a being an excellent manager inhis field.
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GUAIDENCE GIVEN TO US:
As said by Mr. Ahmad Salman:
Come,Work and Go,never involve yourself inOrganization Politics
&
Always keep your INTERGITY, feel comfortable about your work and dont let anyone point a finger at you
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THANK YOU!!!!