2. INSITITUTE OF BUSINESS AND
TECHNOLOGY
BIZTEK
THE CHEF INN HOTEL
Submitted To:
Sir Imran Khan
Institute of Business and Technology
Gulshan Campus, Karachi
Submitted By:
MBA Ist semester
Fahad Abbas Bm-25078
Noor-us-Saba Bm-25052
Zohaib Abbas Bm-25081

3. LETTER OF ACKNOWLEDGEMENT
Dear Reader,
We would like to thank ALLAH Almighty, for finally making our efforts
worthwhile. We also like to thank Sir Ismat Hussain Course instructor,
Research Project, Dadabhoy Institute of Higher Education, Karachi for his
amiable support and guidance in completing this report. It is due to him that,
we had the opportunity of learning how to carry out and conduct a research
report. This report about THR CHEF INN HOTEL in Pakistan, this will
help us in enhancing research and creative skills in the practical scenario.
Sincerely,
Fahad Abbas
Noor-ul-Saba
Zohaib Abbas

4. LETTER OF TRANSMITTAL
Institute of Business and Technology
(Biztek)Gulshan-e-Iqbal,Karachi, Pakistan
To Whom It May Concern
Dear Sir,
Presented here is the report on THE CHEF INN HOTEL as a part of the
requirement of the course research report M.B.A (Fall 2009)
This report follows the guidelines given in the course outline provided by
biztek it has been reviewed and duly approved our course instructor.
Your feedback is vital for the credibility and worthiness of this research
report. Please do not hesitate to contact us for any additional information or
questions.00923452837521
Thank You
Yours Truly
Fahad Abbas
Noor-us-Saba
Zohaib Abbas

5. Teacher Comments

6. Table of Content
1.0 -The Chef Management 03
1.1 -Hotel Address……………………………………………………………………………..04
2.0 -Executive Summary…………………………………………………………….05
2.1 -Introduction…………………………………………………………………….06
3.0 -Purpose of Report………………………………………………………………07
3.1 -Method of Data Collection………………………………………………………………..07
3.3 -Survey Result……………………………………………………………………………...07
4.0 -Current Situation of Pakistan………………………………………………....08
4.1 -Value and Vision………………………………………………………………..09
4.1.1 –Mission………………………………………………………………………………….09
4.1.2Vision………………………………………………………………...……………….…..09
4.1.3 -Services Offering…………………………………………………..……………………09
4.1.4 –Positioning…………………………………………………………...………………….09
4.1.5 -Hotel Chef Inn Values…………………………………………………………………..10
4.1.6 -Total Customer satisfaction………………………………………………….………….10
4.1.7 -Business Excellence…………………………………………………….……………….10
4.1.8 -Trust and Relationship…………….…………………………………………………….10
4.1.9 -Corporate Local Responsibility……………..…………………………………………..10
4.2.0 -Objectives………………………………………………...…………………………......10
4.2 -About Market………………………………………………...…………………11
4.3 –Microenvironment……………………………………………………………..11
4.3.1 –Political………………………………………………………………………………….11
4.3.2 -Economical………………………………………………………………………………11
4.3.3 -Social………………………………………………………………….…………………11
4.3.4 -Technological…………………………………………………………..………………..11
5.0 -SWOT Analysis……………………………………………………………...….12
5.0.1 –Strength………………………………………………………………………………….12
5.0.2 –Weakness………………………………………………………………………………...12
5.0.3 –Opportunity……………………………………………………………………………...12
5.0.4 –Threats…………………………………………………………………………………...13
5.1 -Product Specification…………………………………………………………...13
5.1.1 -Benefits of Product………………………………………………………………………13
5.2 -Product life Cycle……………………………………………………………….14
6.0 -The Chef Market……………………………………………………………….14
6.0.1 -Total Market…………………………….………………………………………………14
6.0.2 -Total Available Market………………………………………………………………….14
6.0.3 -Actual Market Served……………………………...……………………………………14
6.1 -Market Segmentation……………….………………………………………….15
6.1.1 -Market Need…………………………………………………………………………….15
6.1.2 -The Market………………………………………………………………………………15
6.2 –Patterns of Marketing Segmentation………………………...………....…….16
6.3 -Major Competitors……………………………………………………………..16

7. 6.3.1 -Corporate Travel Polices………………………………………………………………..17
6.3.2 -Local Business Trends…………………………………………………………………..17
7.0 -Market Strategy………………………………………………………………...18
7.0.1 -Critical Issue…………………………………………………………………………….18
7.0.2 -Sales Plan………………………………………………………………………………..18
7.0.3 -Sale strategy……………………………………………………………………………..18
7.0.4 -Web Plan………………………………………………………………………………...18
7.0.5 -We Need………………………………………………………………………………...19
7.0.6 -Website Goals…………………………………………………………………………...19
7.1 -Marketing Objectives…………………………………………………………..19
7.2 -Target Market Strategy………………………………………………………..20
7.2.1 -Messaging ……………………………………………………………………………….20
7.2.2 -Key to Success…………………………………………………………………………...20
7.3 -Branding Strategy ……………………………………………………………...21
8.0 -Market Positioning ………………………………………………………….....21
8.0.1 -Attribute Positioning……………………………………………………………………..21
8.0.2 -Benefit Positioning ……………………………………………………………………...21
8.0.3 -Competitors Positioning…………………………………………………………………21
8.0.4 -Quality and Price positioning……………………………………………………………22
8.05 -Positioning Strategy………………………………………………………………………22
8.1 -BCG Matrix Analysis…………………………………………………………..22
9.0 -Marketing Mix…………………………………………………………….……23
9.0.1 –Place……………………………………………………………………………………...23
9.0.2 -Product Marketing………………………………………………………………………..23
9.0.3 –Pricing…………………………………………………………………………………....23
9.0.4 –Promotion………………………………………………………………………………...23
9.0.5 -Public Relationship……………………………………………………………………….23
10.0 -Advertisement and Promotion Plan………………………………………….24
10.1 -What’s New in Our Hotel?................................................................................25
11.0 -Product and Service…………………………………………………………...26
11.0.1 -Hotel Rooms……………………………………………………………………………..26
11.0.2 -Conference Room………………………………………………………………………..27
11.0.3 -Dining Hall………………………………………………………………………………27
11.0.4 -Product (Dishes)….....………………………………………………………………..27-33
12.0 -The Chef Inn Budget………………….………………………………………34
13.0 -Graphical Presentation………………………...……………………………..35
13.0.1 -Market Analysis…………………………………………………………………………35
13.0.2 -Market Analysis………………………………………………………...……………….35
13.0.3 -Market Analysis (Trends)………………………………………………………...……..36
14.0 –Questionnaire……………………………………………………………...37-38
15.0 –Recommendation……………………………………………………………...39
16.0 –Conclusion…………………………………………………………………….40
17.0 –Bibliography…………………………………………………………………..41

8. President and CEO
Amjad Khan
Chief Information Officer
Tariq Hussain
Vice President Human Resources, Administration & Security
Ali Raza Mehdi
Vice President Sales
Miss Chin Wa
Vice President Marketing
Bilal Munir Sheikh
Vice President Customer Services
Mustafa Peracha
Vice President & Head of Business Division.
Naeem Zamindar
Vice President Corporate Affairs
Agha Qasim
Chief Technical Officer
Ramy Reyad Kamel
Vice President/ Chief Strategy Officer
Mr. Aamir Ibrahim

9. Head Office Karachi
Address Jinnah International Airport, Karachi, Pakistan.
Telephone +923-21- 2817533 - 40
Email customercare@thechefinn.net
Web www.thechefinn.com.pk
Help Line Number 111-222-333
Fax Number 0213-5407142

10. THE CHEF INN HOTEL
The Riverview Hotel, Notown USA, is representative of the five star brand with the name
of The Chef inn Hotel, Karachi airport, Pakistan, is representative of the five star
brands within the 'Exclusive Business Hotels. The chef inn Hotels are, offering between
25 and 35 exclusive rooms.
Riverview Hotel. The 'Exclusive Business Hotels of the World' group is the ninth largest
International Hotel chain in the world, with over 320 wholly owned and managed
properties. The group specializes in occupying strategic, inner city locations and serving
primarily corporate clients The properties range from three to five star plus categories,
and include the following brands: River Inns (3*), River Post Houses (4*), and
Riverview Hotels (5*+). The group has a high instance of repeat business across all its
brands, particularly the Riverview Hotels properties, which account for 68% of total
revenue across the group.
The chef inn Hotel, Karachi airport, latest venture in Pakistan. After the successful
launching of a “hotel chef inn”, our aim is to become at he leading hotel in the different
cities of Pakistan. The chef inn is your connection to a world of business, communities,
trading, and anything that may require an entertainment
Our brand is truly customer centric. We believe in understanding our customer’s needs
and their desires which have been changed and are changing constantly therefore our
product and services is different from others. The last 15 years have seen a huge growth
in the industry of hotel and an equally rapid evolution of customer’s requirements.
During the decade, on a global level, hotel chef inn has witnessed a massive growth in
competition and an ever increasing focus on price.
The target market for the product is all those customers who have been the part of travel
industry, I.T industry and automotive. It includes those customers which are currently
availing these facilities from others hotel. Our services are based on quality, reliability
and affordability in the communication and the media sector. The hotel chef inn is
committed to bring next generation service to your door steps today….

11. THE CHEF INN HOTEL
The Chef inn 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 chef inn Hotel, Karachi airport, latest venture in Pakistan. After the successful
launching of a “hotel chef inn”, our aim is to become at he leading hotel in the different
cities of Pakistan.
The chef inn 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 chef inn 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.
Differentiating the type of business service offered, from that of the competition, will
assist not only in building The chef inn 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 chef inn Hotel with an opportunity to leverage its core.

12. THE CHEF INN HOTEL
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.
We collect Primary data by questionnaires by observing human behavior interest. We
collect Secondary data from Internet, Newspaper, and Books.
We conduct a survey to get or find the market position & demand of a product &
customer orientation. & we survey on belonging class of our customer & their age.
We extracted from hotel survey is that the majority of people enjoy low rate services, and
facilities but standardize; we can market at a large scale of business technology.
We find that price gets less important and the emphasis given to the quality of food and
services, our purpose is to find consumer behavior, and consumer needs and wants where
our consumer attracts most.
Our survey result show shows that we can easily enter in hotel market and earned
maximum profit & provide job facilities. We used research instrument observational and
behavioral.

13. THE CHEF INN HOTEL
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.

14. THE CHEF INN HOTEL
4.1.1 Mission
The chef inn 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 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.
4.1.2 VISION
"To be the leading hotel Services Provider in Pakistan by offering entertainment for
our Customers while exceeding Shareholder value & Employee Expectations".
4.1.3 Service Offering
High-quality facilities accompanied by exemplary personal service, differentiated
from competition in line with the overall brand strategy has proven to be a successful
approach generating high levels of repeat business.
4.1.4 Positioning
The chef inn Hotel is positioned as a five star plus, business traveler's hotel,
strategically located and offering a high level of personal service. Our focus is on
offering our guests added value and differentiating ourselves in our levels of personal
service. We provide a quality

15. THE CHEF INN HOTEL
4.1.5 Hotel Chef Inn Values
4.1.6 Total Customer Satisfaction
Customers are at the heart of our success. They have placed their trust and
confidence in us. In return, we strive to anticipate their needs and deliver service,
quality and value beyond their expectations.
4.1.7 Business Excellence
We strive for excellence in all that we do. We aspire to the highest standards and
raise the bar for ourselves everyday. This commitment to delivering world-class
quality translates into unmatched service and value for our customers and all
stakeholders.
4.18 Trust & Relationship
The hotel chef inn, we take pride in practicing the highest ethical standards in an
open and honest environment, and by honoring our commitments. We take
personal responsibility for our actions, and treat everyone fairly, and with trust and
respect.
4.1.9 Corporate Social Responsibility
As the market leader, we recognize and fulfill our responsibility towards our
country and the environment we operate in. We contribute to worthy causes and
are dedicated to the development and progress of the society.
4.2.0 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.

16. THE CHEF INN HOTEL
Market Trends
Market trends can be categorized as follows:
o Corporate Travel Policies,
o Local Business Trends,
o Economic Cut Backs.
4.3.1 Political: An unstable environment where little affects our ability to generate
revenue.
4.3.2 Economic: The recent recession has seen many smaller business-oriented
hotel chains go into liquidation, as they do not possess the infrastructure to
support underperforming properties as the larger chains do. Although
recovery is beginning, it may take some time before corporate travel policy
restrictions are fully lifted and business travel returns to the same levels of
the past three years.
4.3.3 Social: The trend towards cost effective business travel leads hotel guests to
seek more value for money, which is where our added value differentiation
strategy comes into play.
4.3.4 Technological: The installation of 'on board' room reservations systems on
certain aircraft will require a systems integration with the hotel group's own
central reservation system. This will require a high level of investment.

17. THE CHEF INN HOTEL
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 contingency plans formulated in order to deal with threats
presented by the environment.
5.0.1 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.
5.0.2 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.
5.0.3 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.

18. THE CHEF INN HOTEL
5.0.4 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.
Competition
Although no direct competition exists, in terms of the five star plus boutique-
style property, other five star hotels and serviced apartments do compete for the
same corporate business sectors.
PRODUCT HOTEL SERVICE
LOGO
Product Name: THE CHEF INN
Brand Name : THE CHEF INN
Slogan
Relaxed Environment
5.1.1 Benefits of Product:
 Core Benefit:
Entertainment with luxurious, relaxed environment
 Actual Benefits:
We offer entertainment plus healthy food for our customers; we delivered our
diabetes patient, sugar patient, heart patient special food services.
 Augmented Benefits:
We are ready to serve our customer fell proudly and long relationship.

19. THE CHEF INN HOTEL
THE CHEF INN
RAPID SKIMMING HIGH PRICE HIGH PROMOTION
6.0.1 Total Market:
All the people of Pakistan and foreigner who need to entertainment.
6.0.2 Total Available Market:
The students or working, businessmen, traders, or professionals.
6.0.3 Actual Market Served:
The businessmen and working people who wants facilities.

20. THE CHEF INN HOTEL
Market consists of buyers, and buyers differ in one or more ways. They may differ in
their wants, resources, and locations, buying attitudes and buying practices. Because
buyers have unique needs and wants, each buyer is potentially a separate market. Market
can be segmented on the basis of geographic, demographic, psycho graphic and
behavioral trends. Our emphasis was on the demographic trends, which involves age,
gender, income, occupation and family life cycle.
6.1.1 Market Needs
The chef inn Hotel offers value and benefits to our clients, over and above the standard of
our facilities and affordable rates. We seek to provide our guests with an exemplary
personal service, and level of recognition that they have come to rely upon. We provide
our guest with a luxurious, relaxed environment within which to conduct their business.
An environment which they cannot find at our larger, more impersonal competitors. Our
guests need to know that 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.
6.1.2 The Market
The chef inn specializing in servicing business and corporate clients. It serves the
business community, and visiting business traveler, in the Karachi city.
Our key clients are contracted corporate clients originating from both international and
domestic markets from within the travel trade, automotive and IT segments. The strategic
location of the property is key to its success in these areas due to the proximity of the
Exhibition Halls; Key to our business success is the level of customer loyalty and repeat
business we receive on an annual basis. We offer our guests the most up-to-date technical
business facilities, both inside the rooms and within the hotel's conference facilities. Our
guests feel that they can conduct their business from within a less austere atmosphere
than can be experienced in our competitive properties, where there is less personal
recognition.

21. THE CHEF INN HOTEL
6.1.3 Patterns of Market Segmentation
Homogenous Preference
The Chef Inn hotel Focus on Relaxed Environment and Entertainment people must be
attract t in our hotel due to entertainment because our competitor not provide these type
of benefit
• Marriott
• Sheraton
• Avari
• Carlton
• Pc Hotel

22. THE CHEF INN HOTEL
6.3.1 Corporate Travel Policies: As a result of various security issues, as regards
travelling in
both domestic and international markets, there has been a significant drop in corporate
guests visiting the city. Although the level of corporate room business appears to be
increasing again, it has had a significant affect on result and consequent projections for
the future.
6.3.2 Local Business Trends: There has been a period of low activity in the area of
conferencing and business catering with local companies electing to conduct meetings
and seminars on their own premises in order to cost cut. This is changing however as
group bookings, incoming visitors and day use of conference facilities is on the increase

23. THE CHEF INN HOTEL
Marketing Strategy
Our marketing strategy's objective is to communicate the unique set of services that we
offer to discerning hotel guests. We attempt to direct the focus of our guests to the issues
of quality and value for the money as opposed to simply the bottom line costs associated
with their stay. Our marketing strategy will allow us to communicate our brand values,
develop close working relationships with our customers and suppliers and to identify the
needs of our guests in an effective manner. Continued differentiation and growth are two
goals we have set for ourselves. Growth will take place by targeting new areas of
business within both local and national communities.
7.0.1 Critical Issues
We have many strengths including our differentiation strategy, our flat structure and
highly skilled and well trained staff. Our weaknesses involve the need to communicate
our strategy more clearly in the external environment, our high staff turnover and training
requirements due to seasonal fluctuations. Although there is a low to medium threat of a
competitive brand entering the market, there are also opportunities as regards the high
level of dependency of our guests for our particular service.
7.0.2 Sales Plan
Our sales plan hinges upon our sales strategy, sales process and, prospecting plan. As
long as we follow the plans laid below we should be in good shape.
7.0.3 Sales Strategy
We need to develop a relationship with the companies listed in our Sales Account Plan,
as well as actively generate new accounts by soliciting first time corporate visitors. It will
be important to remain competitive on price, as well as amenities. The corporate
accounting department wants to make sure they limit the amount of money spent per
night per employee on a business trip, but the business traveler will be able to express
preference.
7.0.4 Web Plan
Our website is already up and running, but needs to be revamped to give it an updated
look and feel, as well as to add secure interactivity. The content is good -- it just need a
little refresher.

24. THE CHEF INN HOTEL
7.0.5 We Need:
1. New home page design and navigation
2. Online reservations capability
3. Printable brochure
7.0.6 Website Goals
Our website needs to be able to do the following:
1. Convey our messaging of high quality, luxury business accommodations
2. Be indexed on major travel websites so that people find us
3. Be able to take reservations online and make changes to reservations online
• Financial Objectives
 • Increase overall room revenue by 10%.
 • Accomplish growth within the given budget of. Rs 12,122,200/=
 • Increase corporate contracted rates to reflect the return of confidence in the
corporate travel market. Keep payroll expenses down and reduce the level of
overtime within the workforce.
• Marketing Objectives
 • To continue to communicate our strategic objectives to our target markets
effectively.
 • To provide a positive hotel experience to all our guests.
 • To accomplish our growth targets within the given time and budget.
 • Expand our markets and identify new markets for our product and services.

25. THE CHEF INN HOTEL
Target Market Strategy
Our primary targets continue to be professional visitors to the region from the following
industries, where annual corporate contracts can be entered into:
• Travel trade;
• IT industry;
• Automotive.
Local firms will be targeted for day use of conference facilities, room nights for visiting
executives and long stay professional guests.
7.2.1 Messaging
It is critical to the success of The Chef Inn 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.
7.2.2 Keys to Success
• • 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. THE CHEF INN HOTEL
The Chef Inn Hotel is representative of the five star brands within the 'Exclusive
Business Hotels of the World' group. Chef Inn Hotel offering between 25 and 35
exclusive rooms.The Chef Inn Hotel properties are renowned for their convenient and
strategic locations within major cities throughout the country. 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.
Market Positioning Statement
• Large Networking.
• Provide Entertainment.
• Provide Customer orientation.
• 8.01 ATTRIBUTE POSITIONING
 Relaxed Environment
• 8.0.2 BENEFIT POSITIONING
 Service for the corporate traveler
 Internet connection,
 Meeting rooms with all audio-visual and technology needs as well as
catering for longer meetings
 Between 25 and 35 exclusive rooms
 To provides entertainment, good and healthy food

• 8.0.3 COMPETITOR POSITIONING
 Strategic locations

27.  Targeting corporate guests
 Travel trade;
 IT industry;
 Automotive.
 Customers are at the heart of our success

28. THE CHEF INN HOTEL
• 8.0.4 QUALITY AND PRICE POSITIONING
Pricing strategy has been consistent with the differentiation objective, to provide
added value for a reasonable rate as opposed to discounting and de valuing our
products and services Room rates quoted are net of tax and service, are per night, per
room with continental breakfast included:
8.0.5 Positioning Strategy
Value Proposition
The Chef Inn offers the best, most personalized service for the corporate traveler.
We include business essentials in every room, such as a nice desk, internet
connection, wireless access, and provide easy to access meeting rooms with all
audio-visual and technology needs as well as catering for longer meetings.
BCG Analysis
We are standing on Question Mark we need to more investment in business.

29. THE CHEF INN HOTEL
9.0.1 Place:
product and service information are sold to the guest via personal selling, direct
marketing, advertising and the Internet. Delivery channels include travel agents and
international reservations systems.
9.0.2 Product Marketing
Product: high quality facilities accompanied by exemplary personal service,
differentiated from competition quality with the overall brand strategy has proven to be a
successful approach generating high levels of repeat business.
9.0.3 Pricing
Pricing strategy has been consistent with the differentiation objective, to provide added
value for a reasonable rate as opposed to discounting and de valuing our products and
services. Room rates quoted are net of tax and service, are per night, per room with
continental breakfast included:
• Corporate single – Rs: 15,000;
• Corporate double - ;Rs: 25000
• Corporate double deluxe –Rs: 35000
• Corporate suite –Rs: 36,000(maximum occupancy 2 persons).
Conference room rates are net of tax and service, quoted per day use with tea and
Coffee breaks (2) included:
• The Chef Inn Boardroom Rs: 15,000
• The Chef Inn Conference Hall Rs: 30,000
• The Chef Inn Ballroom Rs: 18,000
9.0.4 Promotion:
primary focus will remain on mass communication via print ads in trade
Publications and on the Internet. Direct mail campaigns to existing and prospective
clients will increase as a cost effective means of targeted campaigning.
Personal selling in the local market will remain an important element of the mix in order
to continue to build long-term relationships within the local community and generate
high levels of corporate activity.
9.0.5 Public Relations
Activities will continue to play an important role in the marketing mix,
presenting the hotel as a supportive member of the community and participating in
significant local events.

30. THE CHEF INN HOTEL
Direct Marketing
Our direct marketing will be handled by our PR agency. We will buy select targeted list
of corporate companies and send them information about THE CHEF INN, We know
that we are no experts in direct marketing so it will be important that our PR agency
handles every aspect of direct marketing for us.
ADVERTISMENT
 Newspaper, Magazines
 Billboards
 Web sites
 Radio
 Television
PROMOTION
 Sales discount
 Special offers
PUBLIC RELATION
 Employee promotions
 Sponsorships

31. THE CHEF INN HOTEL
.
• Gaming Zone
• Bowling Area
• Swimming Polls
• Mini Golf Course
• Foods on Leaves
• Internet Facility in every room
• Tourist Guide
• Cinema Hall
• Doctor Online
• 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

32. • Work Desk

33. THE CHEF INN HOTEL
Service Differentiation.
Our hotel provides guests with an alternative to the impersonal, large five star properties
in the Karachi city. Strategically located, our property enables our guests to be at the
heart of the business community and yet in an environment of calm and professionalism.
We seek to differentiate our product and services in the following areas:
 • Personal recognition of our frequent travelers who return time and again.
 • Luxurious rooms that offer a sense of doing business from 'home.'
 • Staff that have a strong customer-service ethic.
 • Business facilities second to none in town
11.0.1 Hotel Rooms

34. THE CHEF INN HOTEL
11.0.2 Conference Room
11.0.3 Dining Hall
11.0.4 Products( food that we offer)

35. THE CHEF INN HOTEL
CHICKEN TIKKA
QEMMA WITH RICE
CHICKEN HOT

36. THE CHEF INN HOTEL
FISH AND CHIPS FRIED
QEEMA
Chili Chatpata

37. THE CHEF INN HOTEL
THAI FOOD
FRIED RICE
Spicy Mix
SPICY SPEGATHY

38. THE CHEF INN HOTEL
EGG PIZZA
HEALTHY FOOD
SWEET DISHIES

39. THE CHEF INN HOTEL
JALEBEE
SINDHI RASOI
ICE CREAM AND JUICE
CHOCLTAE WITH VANILA

40. THE CHEF INN HOTEL
CHOCLATE HEART ICE CREAM
MANGO JUICE
STRABERRY JUICE
RED WINE

41. THE CHEF INN HOTEL
There are two main purpose of budget: to project profitability and to help managers plan
for expenditures, scheduling and operation related to each action program.
Marketing Budget Plan for The Chef Inn
Category Quantity Cost Total
ADVERTISEMENT
Newspaper 8 Rs 120,000 Rs 960,000
Magazines 8 Rs 360,000 Rs 2,880,000
Billboards 4 Rs 800,000 Rs 3,200,000
Web sites 2 Rs 140,000 Rs 2,80,000
Radio 5 Rs 20,000 Rs 100,000
Television 5 Rs 910,000 Rs 4,550,000
Advertisement total Rs 11,970,000
PROMOTION
Sales discount 40 Rs 100 Rs 4,000
Special offers 60 Rs 120 Rs 7,200
Promotion total Rs 11,200
PUBLIC RELATION
Employee promotions 8 Rs 12,000 Rs 96,000
Sponsorships 3 Rs 15,000 Rs 45,000
Public relation total Rs 141,000
Estimated Grand Total Rs 12,122,200/=

42. THE CHEF INN HOTEL
13.0.1MARKET ANALYSIS
TRAVEL 45% IT 35% AUTOMOTIVE 25%
TRAVEL
IT INDUSTRY
AUTOMOTIVE
0
5
10
15
20
25
30
35
The Chef Inn
Avari Hotel
Sheraton Hotel
Marriott Hotel

43. THE CHEF INN HOTEL
13.0.3
13.0.4 Questionnaire Results
80 78
65 65
75 80
45
35
60
0
10
20
30
40
50
60
70
80
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9
Q9
Q8
Q7
Q6
Q5
Q4
Q3
Q2
Q1

44. THE CHEF INN HOTEL
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?

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

46. THE CHEF INN HOTEL
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 HOTEL CHEF INN?
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

47. THE CHEF INN HOTEL
15.0 - 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.

48. THE CHEF INN HOTEL
16.0 - Conclusion
We would like to conclude on a special note regarding very keen and sharp completive
environment in which Hotel Industries is placed in Pakistan. While the competitive
pressure is likely to accentuate and, determined to convert this into a challenge and seek
out opportunities for growth through customer focus and aggressive marketing of their
products and services by Hotel Industries and we also conclude the future of Hotel
Industries in Pakistan is become wide, vital and source of earning in the business world.

49. THE CHEF INN HOTEL
17.0- Biblography
www.Scribd.com
Data search from internet sources
www.yahoo.com
www.google .com