Details

Case

Avari Lahore

Syed Imran Haider, Irfan Amir

INDUSTRY : Hotels

AREA : Marketing

ORGANIZATION : Avari, Lahore

LENGTH : 20

LUMS No : 04-2322-2004-1

PUBLICATION YEAR : 2004

KEYWORDS:

Avari,Lahore,Hotel,Marketing,Sales,Competition,PC,Pearl Continental,Performance,Advantages,Rooms,Size,Function

DESCRIPTION:

The General Manager, Mr Qasim Jafri, requests Mr. Ahmed Iqbal Saeed, Director of Sales and Marketing, to undertake a comprehensive assessment of Avari's performance vis-¿-vis Avari¿s arch rival Pearl Continental Hotel, Lahore. The initiative is undertaken with a view to assess how Avari measures up to the newly renovated PC. With a major expansion drive initiated in 1996, PC was twice the size of Avari in terms of number of rooms. It also had significant advantages with respect to function rooms and a large lobby. Although there were only two five-star hotels in Lahore, Avari now, it seemed, would not be able to compete with PC. Mr. Jafri was keen to tap all avenues to improve Avari¿s performance.

LEARNING OBJECTIVES:

1) To enable students to understand how different measures could be employed to assess the market performance in a service business setting. 2) To understand how pricing issues impact the performance of service business. 3) To understand how to devise marketing plans in the face of significantly altered competitive scenario. 4) To give students an overview of the hotel industry in Pakistan and learn about the key factors that drive success of a hotel business.

SUBJECTS COVERED:

Marketing