Final Research Project

ON
Ramada Hotel

Submitted to: Sir Ismat Hussain

Submitted by: M. Kashif Khan

Registration No. MBAEV09/01/N022

Batch: MBA Spring-2008

Submitted on: 24 May, 2010

DADABHOY INSTITUTE OF HIGHER EDUCATION

1
 Table of Contents
Table of Contents...............................................................................2
PROBLEM STATEMENT........................................................................4
Deliverable No. 1................................................................................5
1. What is the importance of the topic?..........................................5
2. What accessibility do you have to gather the DATA?..................5
3. Which firms are you going to visit?.............................................5
4. How you will make arrangements for appointments?.................5
5. What is the relation of the topic with you career?.......................6
6. What are the main sources of gather the information................6
7. What will be the sequence of steps you will follow in your
projects?.......................................................................................... 6
Deliverable # 2................................................................................... 7
Q 1: Introduction of the topic?.........................................................7
Q 2: Importance of Research?.........................................................7
Q 3: Hypothesis & Objectives of the Project?..................................7
Q 4: Literature review & theoretical background? ..........................8
Deliverable # 3: ................................................................................. 9
Q 1: Introduction of Organization?..................................................9
Q 2: Mission Statement / Objectives?............................................10
Mission.......................................................................................10
VISION........................................................................................11
Objectives:.................................................................................11

Q 3: Introduction of production line(s)?.........................................11

ICE CREAM AND JUICE.......................................................................17
Q 4: Competitors?.......................................................................... 20

2
Deliverable-IV...................................................................................21
Q.No.1. Methods of data collection and resources for your choice?
...................................................................................................... 21
Deliverable-V....................................................................................22
Q.No.1. Company (s) branches you visited?..................................22
Q.No.2. Introduction of personals?................................................22
Q.No.3. Working environments.....................................................22
Q.No.4. How they inter-act / attitude?...........................................22
Q.No.5. Facilities given to customers............................................22
Q.No.6. Departments?...................................................................23
Q.No.8. Questionnaire...................................................................24
Q.No.9. Reasons for success?........................................................26
Deliverable-VI...................................................................................27
Q No. 1. BCG matrix?.....................................................................27
Q. No.2. SWOT Analysis?...............................................................27
SWOT Summary........................................................................27
Strengths.................................................................................... 28
Weaknesses...............................................................................28
Opportunities.............................................................................. 29
Threats.......................................................................................29
Q.No.5. Any other method of analysis as per specialization?........29
Deliverable-VII..................................................................................33
Q.No.1. Recommendations & suggestions?...................................33
Recommendation.......................................................................33

3
PROBLEM STATEMENT

The five star brand with the name & style of “Ramada Hotel”, at
Karachi airport, Pakistan. However the main concern on following
matters:

 To find out the potentials & demand of your products in the

target market according to the classes & age-groups.
 Actually what kind of food, services and facilities
standardize system, people of Pakistan prefer, so that
market at a large scale of business.
 Either prices gets less important then the emphasis given to
the quality of food and services, consumer behavior that
where they attracts the most.
 Which type of interior decoration customers prefer in
Hotels?
 Can security become a major issue?
 Can easily enter in hotel market of Pakistan, earned
expected profits and provides jobs opportunities?

4
Deliverable No. 1
1. What is the importance of the topic?

This research is authentic for customer satisfaction for your hotel

and future decision & improving its image and creates market
loyalty & your customer fell proudly and long term relationship.

After this research Ramada Hotel can offers value and benefits to your
clients, over and above the standard of your facilities and affordable
rates. We want to see to provide your guests with an exemplary personal
service, and level of recognition that they have come to rely upon. &
provide your guest with a luxurious, relaxed environment within which to
conduct their business. An environment which they cannot find at our
larger, more impersonal competitors and they can develop a relationship
with the hotel that will ensure efficiency, value for their money and
reliability in supplying them with the support they need, when they need
it.

2. What accessibility do you have to gather the DATA?

We collect Primary data by questionnaires by observing human behavior

interest. We collect Secondary data from Internet, Mazgaine, and Visit

3. Which firms are you going to visit?

“Ramada Hotel”, at Karachi airport.

4. How you will make arrangements for appointments?

I call Ramada Hotel and talk to miss Razia Afzal to make arrangements
for appointment.

5
5. What is the relation of the topic with you career?
As i am much intrested in Hotel industary so i chose this topic for my
reseach work and final year project and i belive that this report will be an
asset of my CV.

6. What are the main sources of gather the information.

personal visits, mettings, interviews and information gathering Thru

internet.

7. What will be the sequence of steps you will follow in

your projects?

6
Deliverable # 2

Q 1: Introduction of the topic?

Hotel Industry In Pakistan this industry contirbues a large proportion to

the country’s economy. A large percentage of the country’s revenue come
from this industry.

It is unfortune to know that instead of growing with worl’s trend, this

industry in pakistan has rather taken a back seat in the revenue
generating services.

The major players of hotel industry in Pakistan are, of course, the Pearl
Continental, Sheraton, Marriott and Holiday Inn chains and then there is a
serine hotel chain which is at the more prominent tourist spots.

Q 2: Importance of Research?

Our aim is to find out the causes of why hotel organizational cultural is to be
change, we found some results is because of adoption of western cultural,
society impact, international relationship. We saw that Pakistan in future hotel
industry and organization sector at a high growth rate.

Q 3: Hypothesis & Objectives of the Project?

80
70 Q9
60 Q8
50 Q7
Q6
40 80 78 75 80
Q5
30 65 65 60 Q4
20 45
35 Q3
10 Q2 7

0 Q1
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9
Q 4: Literature review & theoretical background?

Pakistani is a Islamic country after 1970 Pakistani people move towards

cultural changes Now the trend is change Pakistan moving towards
adoption of new fashion ,western life style, high living standard ,these
thing happen due to media causes, international relationship TV dramas
,Indian films. New generation wants to change in life style, living
standard; they don’t want to follow the tradition.

In Pakistan we have a lot of hotel industry, institute, and hotel industry

that promote modernism and hotel industry; people of Pakistan adopt
new cultural values

That is benefit for us because it is requirement of any nation to change

there life style with the change of global world In future Pakistan hotel
industry growth rate is much higher and conservative mind people also
move to adopt modern culture.

8
Deliverable # 3:

Q 1: Introduction of Organization?

The Ramada Hotel, Karachi airport, Pakistan is

representative of the five star brands within the 'Exclusive
Business Hotels of the World' group. Offering between 25 and
35 exclusive rooms.

The Ramada Hotel, Karachi airport, latest venture in Pakistan.

After the successful launching of a “Ramada Hotel”, our aim is
to become at he leading hotel in the different cities of Pakistan.

The Ramada Hotel properties are renowned for their convenient

and strategic locations within major cities throughout the
Pakistan. Also synonymous with the brand are the high level of
personal service guests receive, and the extensive range of
comprehensive business facilities available in luxurious
settings.

The Ramada Hotel, Karachi airport has 35 exclusive rooms and

is targeting corporate guests with a two to three night stay
requirement. Target business segments include the IT sector,
the automotive industry in order to capitalize on the strategic
location of the hotel in relation to the Overall Motors Plant and
travel trade guests attending National and International Travel
Fares at the AIRPORT Exhibition Halls.

9
Differentiating the type of business service offered, from that of
the competition, will assist not only in building The Ramada
Hotel brand as a whole, but will attract frequent business
travelers, who require a higher level of personal service and
recognition than they can receive at competitive five star
properties in AIRPORT AREA This will provide The Ramada Hotel
with an opportunity to leverage its core.

Q 2: Mission Statement / Objectives?

Mission
The Ramada Hotel is dedicated to providing its guests with the
highest quality of service and standards. We seek to deliver on
our promise of value and quality above all else. We value our
10
place in the community and will work to develop those
relationships and to respect and protect our environment. We
will continue to strive to create value for both owners and
shareholders whilst honoring our brand values and encouraging
our personnel to develop themselves in an environment of
trust, loyalty and encouragement.

VISION
"To be the leading hotel Services Provider in Pakistan by
offering entertainment for our Customers while exceeding
Shareholder value & Employee Expectations".

Objectives:
 To provides entertainment, good and healthy food.
 To gain market shares.
 To provide high quality product and service focusing on
customer satisfaction.
 Our object is to create life time customer ship in all over
the world.
 Our aim is to provide maximum services to our customers.
 Our purpose is to generate Profitability.

Q 3: Introduction of production line(s)?

Hotel Rooms

11
Conference Room

12
Dining Hall

Products( food that we offer)

CHICKEN TIKKA

QEMMA WITH RICE

13
CHICKEN HOT

FISH AND CHIPS FRIED

QEEMA

14
Chili Chatpata

THAI FOOD
FRIED RICE

Spicy Mix

SPICY SPEGATHY

15
EGG PIZZA

HEALTHY FOOD

SWEET DISHIES

16
JALEBEE

SINDHI RASOI

ICE CREAM AND JUICE

CHOCOLATE WITH VANILA

CHOCLATE HEART ICE CREAM

17
MANGO JUICE

STRABERRY JUICE

RED WINE

18
19
Q 4: Competitors?

• Marriott
• Sheraton
• Avari
• Carlton
• Pc Hotel

20
Deliverable-IV

Q.No.1. Methods of data collection and resources for

your choice?

Data collected through questioners.

21
Deliverable-V

Q.No.1. Company (s) branches you visited?

I have visited Ramada Hotel located at Star Avenue Terminal 1

Jinnah International Airport Karachi.

Q.No.2. Introduction of personals?

Miss. Razia Afzal (Guest relationship Officer)

Q.No.3. Working environments

The working environments for employee of the hotel is very competative,

employees are motivative, encourging, hardworking and skilled. Salaries
are compartively high with other competitors.

Q.No.4. How they inter-act / attitude?

Miss Razia whome I contacted for prepration of this report very humble
and co-operative, she guides me in each and every mean. I will be very
thankful to her.

Q.No.5. Facilities given to customers

 Gaming Zone
 Bowling Area
 Swimming Polls
 Mini Golf Course
 Foods on Leaves
 Internet Facility in every room
 Tourist Guide
 Cinema Hall
 Doctor Online
22
  Healthy Food Offer To Diabetes, Sugar Patient
 24 Hour Switchboard
 Airport Shuttle
 Baby Sitting
 All Rounder Dishes
 Coffee Maker
 Dry Cleaning
 Electric Locks
 Elevators
 Exercise Facilities, TV,Treadmill,StairClimber,Exercise Bike
and Universal Weight Machine
 Exterior Corridors
 Free Deluxe Continental Breakfast
 Free Newspaper
 Interior Corridors
 Pets Allowed
 Non Smoking Room
 Refrigerator
 Sauna
 Steam Room
 Suites Available
 Wake Up Service
 Wheel Chair Access
 Cable Channels/Direct TV
 Hairdryer In Room
 Work Desk

Q.No.6. Departments?

(1) Customer Help Desk

(2) Marketing Department
(3) Finance Department
(4) HRM Department
(5) Safety & Security Department
(6) Food Services Department
(7) House keeping Department

23
 Q.No.8. Questionnaire

Q1) what is the monthly expenditure of your family?

a) 40,000 – 50,000
b) 51,000 – 60,000
c) 61,000 – 70,000
d) 71,000 – 80,000
e) 81,000 – Above

Q2) How Many Family Members in your family?

a) 1 To 4
b) 5 To 6
c) ________

Q3) where you go for hoteling Mostly?

a) Marriott
b) Sheraton
c) Ramada
d) Avari
e) Carlton
f) Others

Q4) Which Kinds of food you like?

a) Pakistani food
b) Chinese Food
c) Other

Q5) What features do you like to see in hotel?

a) Security
b) Reliability
c) Efficiency
d) Taste of Food

Q6) What Advantage do you want to see in any hotel?

a) Wide Networking
b) Entertainment
c) Discount Rate

Q7) Have you ever listen about THE RAMADA HOTEL?

24
 a) Yes
b) No

Q8) If yes have ever visited it?

a) Yes
b) No

Q9) What Feature Would you like to see in?

a) Reliability
b) Discount rate
c) Customization
d) If any other please specify ___________________

Q10) Do you have any suggestions?

_______________________________________________________
_______________________________________________________

Q11) Personal Information

Name: ____________

Sex: ______________

Age: _____________

Qualification: ____________

Marital status: ____________

HAVE A NICE DAY

25
Q.No.9. Reasons for success?

It is critical to the success of The Ramada Hotel to make sure that the
hotel is kept up to the highest level in order to keep the high quality
branding that. Our messaging will reflect this high standard that we want
to be associated with. We need to print brochures with high quality
photographs as well as on high quality paper. It will be important to
spend a little bit extra on marketing materials to ensure that they keep
our "high quality" message in front of our customers.

• Continue to develop ongoing relationships with frequent and new

guests.
• Continue to develop and implement a strong communications plan
in both national and international markets.
• Leverage our strength in the local market as a member of the
community by supporting local events.
• Identify new markets for our services such as University-based
target groups.
• Continue ongoing staff training and skill development to ensure
the highest Standards of service.

26
Deliverable-VI

Q No. 1. BCG matrix?

We are standing on Question Mark we need to more investment

in business.

Q. No.2. SWOT Analysis?

SWOT Summary
The following analysis highlights the internal strengths and
weaknesses of our organization and the opportunities and
threats facing the company in our external environment. We
must work to improve our areas of weakness.

Organizational strengths must be leveraged in order to

capitalize on external opportunities as they arise, and

27
contingency plans formulated in order to deal with threats
presented by the environment.

Strengths
• Strategy: established differentiation strategy.
• Structure: flat, decentralized structure.
• Skills: diverse range of service skills within management and
staff.
• Style: strong, participative culture.
• Staff: specialized and experienced staff that are motivated
and highly skilled. A well trained team who are proud of their
hotel and respect and promote the brand values.
• Shared Values: clear and well communicated.
• Brand Strength: brand values well represented
engendering brand loyalty amongst existing and new guests.
• Reputation: a strong reputation within the local market and
corporate and travel trade markets for reliability, exemplary
service and quality.

Weaknesses
• Strategy: differentiation strategy needs to be more clearly
communicated externally, within local and national markets.
• Systems: formal systems result from the detail oriented
work and environment. Interdepartmental communications
could be improved.
• Staff: seasonal turnover requires ongoing training and
orientation of new staff.
• Facilities: certain rooms require renovation and upgrade as
regards technical equipment, such as high speed Internet
access and laptop links.

28
Opportunities
• Market: returning growth after a period of slump.
• Suppliers: strong, long-term relationships established with
suppliers.
• Guest Dependency: repeat corporate business based on
personal service and quality, in a small but luxurious
environment.

Threats
• Market Entry: potential for a competitive, global brand to
enter the market with a similar product.
• Substitutes: fully furnished and serviced business
apartments offering lower daily rates.
• Economy: recovery from slight recession may take time.

Q.No.5. Any other method of analysis as per

specialization?

Graphical Presentation

29
 35

30
25
T h e C h ef In n
20 Avari H o tel
15 S h erato n H o tel
M arrio tt H o tel
10

TRAVEL 45% IT 35% AUTOMOTIVE 25%

TRAVEL
IT INDUSTRY
AUTOMOTIVE

30
31
Questionnaire Results

80
70 Q9
60 Q8
50 Q7
Q6
40 80 78 75 80
Q5
30 65 65 60 Q4
20 45
35 Q3
10 Q2
32
0 Q1
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9
Deliverable-VII

Q.No.1. Recommendations & suggestions?

Recommendation

• Hotel Industries in Pakistan now should move to improving

the top priority of market.

• Hotel Industries in Pakistan should work on improving its

image and create market loyalty.

• Hotel Industries can create a mental association with

people.

• Hotel Industries in Pakistan, The quality and service

providing of the fast delivery process and reliability should
be improved.

33