Marriott Singapore Professional Profiling.

G902 Professional Profiling Module A comprehensive analysis and an insightful illustration, banquet operations of Marriott Singapore.

Student Name: Mathew Joseph Student ID: 60093 School: SIT Diploma: DIT Matriculation Year: 2006 Date: 29/7/2008

|Page

Contents

Table of contents.

Page No.

Scope

3

Objectives

4

Introduction Marriot International Marriot banquet department Marriot banquet facilities Organizational structure Operation procedures Customer service and feedback

5

Comparison, Marriot banquet Vs Hyatt banquet ,industrial standards.. Eco. Downturn affecting banquet and facilities. Compare on how they matches the industrial standards 11 SWOT analysis Strength

12 |Page

Weakness Opportunities\ Opportunities in each sectors Threats Brands and international working Success factors why on each events and operations… What can marriott offer.. More thoughts and insights about the other hotels and SWOT. Conclusion

14

Acknowledgement

15

Reference

16

1. Scope Professional profiling (PP) is a fabulous module that is being offered as a part of the curriculum in Republic Polytechnic. This module is designed in such a way that, at the end of it we would be able to understand and learn about an organization, or an industry through the process of comprehensive analysis and investigation. What I am going to do in this Professional Profiling module is that, to comprehensively analyze and insightfully illustrate the Banquet department of Marriott Singapore combined with a brief study on Marriot International. I would be going through the PP with explanations of the organizational structure of Banquet department, its facilities and its operational procedures and customer service. While going through the PP description I got this auspicious feeling that a comparison between the Marriot Banquet and some other Banquet of the same category would spice up the report and I chose Hyatt considering the factors. After profiling, in order to avoid information over load and to get a better picture I would be doing a SWOT analysis on Marriot Singapore Banquet department. I would like to give a conclusion that I have gained from my own experience.

|Page

2. Objectives To study about Marriott Singapore Banquet department from the basis of the understanding on Marriot International, that is the root of the Banquet department. To find out what is the organizational structure and operational procedures of banquet department. To understand the facilities of the department and how they are able to keep it up to date. To analyze the quality of customer service offered by the Banquet department. To compare and study the edges and threshold of Marriott Banquet with that of other similar ones. To understand what are their success factors, and develop an idea of my own about the same.

|Page

3. Introduction A. Marriot International Marriott International was formed in 1992 when Marriott Corporation split into two companies, Marriott International and Host Marriott Corporation. In 2002 Marriott International began a major restructuring by spinning off many Senior Living Services Communities (which is now part of Sunrise Senior Living) and Marriott Distribution Services, so that it could focus on hotel ownership and management. The changes were completed in 2003. In April 1995, Marriott International acquired a 49% interest in the Ritz-Carlton Hotel Company LLC. Marriott International believed that it could increase sales and profit margins at the Ritz, a troubled chain with a significant number of properties either losing money or barely breaking even. The Ritz began expansion into the lucrative timeshare market among other new initiatives |Page

made financially possible by the deep pockets of Marriott, which also lent its own in-house expertise in certain areas. There were other benefits for Ritz-Carlton flowing from its relationship with Marriott, such as being able to take advantage of the parent company's reservation system and buying power. The partnership was solidified in 1998 when Marriott boosted its interest in Ritz-Carlton to 99 percent. By 1999 revenues from the 35 hotels it operated around the world totaled about $1.4 billion. In fact Marriott international group is holding one of the top hotels and resorts in the world. B. Marriot banquet department Of the Marriott Singapore, banquet department is situated at the 2nd, 3rd and 5th storey of the hotel building. The department offers exceptional menus that would inspire us. Another specialty is the state-of-the-art technology and full support for all events and in all function rooms. Event planners handle all meeting needs - ask about the Marriott Red Coat Program. High-speed internet availability for meetings is granted upon request. I was once a part-timer working in the department. What I observe from here is quite different from other organizations. Even though the organizational structure is quite flat the department is functioning effectively and efficiently. The part-timers (waiters) are very smart and they are taking their responsibly at the bottom of the organizational structure. Another enchanting fact about the department is that they are able to provide the staff with a very friendly environment so that they won’t be working under pressure. The constant communication between the staff using walky-talky helps them to coordinate the events effectively. As compared to the other department of the hotel the banquet department gets the most revenue. They contribute 80% of the revenue of the hotel. Marriot Singapore banquet department are well known for their foul less Chinese wedding events and most of the revenue of the department are made from the same.

|Page

C. Marriot banquet facilities There are totally 10 rooms and a pools side view which consists of a table capacity of five tables with ten packs each. These 10 rooms have a partition capacity which would make a total of 16 meeting rooms. There is a wide variety of rooms to choose from. Ballroom facilities will make the Dinner & Dance more than memorable – they lay claim to having the most 'intelligent lights' in any ballroom and a variety of colored lights from the alabaster marble panels to infuse the mood you desire for each occasion. When every detail must be perfect, you can count on our advanced facilities and expert meeting professionals to deliver a productive and successful outcome. Grand ballroom: - Located at Level 3, this pillar less Grand Ballroom can accommodate up to 500 guests for reception and up to 550 guests for a banquet dinner. Its main feature is a spectacular translucent alabaster marble ceiling that allows the penetration of soft, natural daylight. With a winning combination of sophisticated décor and state-of-the-art technology, it will add grandeur and professionalism to your function. Event organizers will appreciate the range of special effects available with our production equipment – the latest 'intelligent' lights, powerful stereo sound system and high-speed data network. This high-speed data network provides coverage throughout the Hotel, enabling guests to obtain high-speed access to email; internet and private networks from the Grand Ballroom, meeting rooms, restaurants and lobby. Pool grill: - With a breathtaking view of the city skylines as a backdrop, the Pool Grill offers impeccable cuisine amidst an idyllic resort setting. The much talked about Pool Grill is Singapore Marriott’s trendy alfresco restaurant by the pool, and the perfect chill out spot in the heart of the city. It is located at the 5th floor of the building. Legacy suit: - Legacy is located at the 2nd floor of the building. Usually small wedding events, dinner and dance, and birthday showers are held in this room. It is possible to partition this room into two with state-of-the-art partitioning technology. Total capacity of this room is nine five feet tables with ten people on each. If we arrange the chairs in theatre style it could accommodate 110 people. |Page

Belimbing: - This room is mostly used for small meetings and tea ceremonies; sometimes it is used for standing buffets as well. The maximum accommodation capability of this room is around 30 people in all the styles like cluster, boardroom, and theatre style and in U-shape. Serai: - It is one of the smallest rooms in Marriott banquet department it is same as like the Belimbing. Asam: - It is also located at the 2nd floor of the building. It has an area of around 538 square feet and a maximum seating capacity of 35 in theatre style. The minimum seating capacity would be around 15 in a style of conference and in U-shape. Ketumbar: - Asam room and Ketumbar are of the same type and shape, and the seating capacity is the same. Lengkuas: - Besides ballroom this is one of the biggest rooms available in an area of 1,184 square feet. This facility is actually used for events like weddings, dinner and dance, meetings and ad campaigns. Terigu: - This room is usually used for the in-house meetings. The settings in the room are static and it is only used for conferences with a combined number of people of about twenty people.

D. Organizational structure

|Page

Manager: - He is the person who sits on top of the organizational hierarchy. He makes managerial decisions and also co-ordinates the workflow with other departments. He has the capability to make any decisions based on his abilities to rationalize. His powers include checking the finance of the department and to make variations on the payment of the part-timers as well as the expenditures on the same. Assistant manager: - This position is to act upon critical conditions like, in the absence of the banquet manager. She has almost similar powers as the manager. Unlike the manager she is more towards the operation side of the banquet rather than on the managerial side of the same. She is the one who gives instructions to the supervisors and the captains.

|Page

Banquet coordinator: - She co-ordinates all the activities of the department and also is the one who make the decision regarding who is supposed to be in charge of respective events. Supervisors: - This position carries out the operations of the department. It is a norm that there should be at least one supervisor for an event who communicate with the marketing department personal of the respective event. They directly deal with the captains to make an event a success. Captains: - Captains come under the supervisors. They give instructions to the station captains as well as the waiter so that the function would be ecstatically conducted. Station captains: - Station captains are in charge of taking care of a specific number of tables. They give orders and instructions to the waiters according to the function plan and also from the instruction that is given by the captains and supervisors. Waiters (part-timers):- They deal directly with the guest, and do any and every thing that the guest wants. They are at the bottom of the food chain. AV technicians: - AV technicians are in charge of audio and video settings in the banquet. They often do repairing the broken stuffs. Houseman: - They are the keepers of the banquet department accessories. They take orders from supervisors and captains and would eventually assist as well as help the waiters to get their job done in an empowering manner. E. Operation procedures This is the most important and difficult part of the banquet functioning. There is a complex process which involves different departments as well as different personals. The complex process kicks off when a customer places and order for an event at the marketing department. The marketing department then places a detailed report to the banquet department through an information management system they then analyze the report and make necessary changes. The Banquet coordinator then assigns the particular supervisor and captains to the respective event. |Page

Then the respective supervisor then picks up the banquet event order, BEO. The setup is for the event is done before hand so that there are no faults at the last moment. Before the event start, there would be a meeting regarding the way it should be conducted and final minute changes with the guest’s side organizer by the supervisors and captains. This is really useful in a sense that the operation doesn’t miss out spices. In terms of the BEO, Marriott banquet department is always flexible and allows changes. Soon after the above mentioned meeting there would be a briefing conducted to the waiters so that they understand each and every part of the event and act accordingly. Drinks to be served, the menu and the specialty of the event are also mentioned in the briefing. During the briefing the captain takes personal responsibility to train and advice the new staff so that they don’t make any mistakes during the event. Tables or guests are assigned to the waiters to be taken care of. The waiters then make stand by the necessary stuffs that is needed for the guests beforehand so that there won’t be any glitches at the last moment. F. Customer service and feedback This is one of the most impressive factors of the department. They take excellent care of the customers. The regular customer campaigns make it exceptional. They have a telephone line system which is very user friendly. A customer can call the helpdesk at any point of time and ask for help, which would be provided immediately with maximum efficiency. A lot of things could go wrong while conducting an event, for example if a part timer makes a mistake, like a spillage over a guest then the customer is actually compensated. Apart from that they department immediately send the cloths to the laundry department and gets it clean and send it back to customers respective places.

|Page

Feed back is given high priority and the improvements are made on spot. When a customer gives a feedback it straight away go to the banquet manager and he then passes it to the respective person who is in charge of the matter and he would take actions immediately.

4. Comparison, Marriot banquet Vs Hyatt banquet For me a comparison between Marriot banquet and Hyatt banquet is like a piece of cake. The reason behind is that I have worked in both of the banquet department. The banquet department of Hyatt is way bigger than its counterpart, Hyatt has got twenty four function rooms and their grand ballroom is almost double the size of Marriott Singapore which has got a capacity to accommodate 900 people. Even though it can accommodate way more people, the con is that all the facilities like bar, kitchen, stations and condiment’s stations are very far. So each time the guest asks the waiter for something they have to walk a long distance to get to it. One of the problems is that the guest would get frustrated due to the long delay. The organizational structure of Hyatt consists of an additional position apart from Marriot that is the Assistant captains. These are the people who assist the captains in their activities. The problem with this organizational structure is that there is nobody to assist and supervise waiters in times of need. This would increase the stress on the waiters and then they have to do everything by themselves and this would cause a lot of delay. Since there is nobody to pass on going information to pass down to the waiters there would be a lot of glitches. Marriot Singapore Banquet has less facilities and event accessories so they have to rely on the other departments to cater the stuffs while in the case of Hyatt is vice versa. Hence Hyatt has got no reason to communicate with other department they over rely on themselves. Actually this is a |Page

good aspect, which they can stand on their own legs. The problem is that when an event that needs to be collaborated with other departments like restaurant, there arise fights in between. While in the case of Marriott banquet department they are friendly and co-operative and so they could conduct multi-department events effectively and efficiently. Hyatt usually concentrate on all kinds of events but Marriott concentrate on weddings mostly. So this specialization has gained them with excellent wedding event handling capability which is well known among the public and they always prefers Marriott banquet for weddings. These are some of the success factors of Marriott banquet department which I have gathered from my own experience and knowledge.

5. SWOT analysis A. Strength As what I have previously mentioned Marriott banquet department is more specialized on wedding they can capitalize on it. The working environment here is friendlier as compared to its counterparts. Marriott Singapore’s Location is just on top of the Orchard MRT this would definitely give them an edge over the other hotels that are located in Orchard since the transportation of Singapore is mostly done by MRT. Compared to the other hotels the delay between order and delivery is very less, which would eventually increase the quality of service. Recently the department has undergone a huge amount of maintenance and innovations. All the previously used table cloths were changed and now they are applying themes to the weddings and dinner and dances. This would provide the customer a lot of variety of options to choose from. B. Weakness One of the worst weaknesses faced by the Department is its damaged reputation during the period of 2000 and 2001. During that period of time the staffs was not well trained and were absolutely struggling to get their way through. |Page

Right now they are facing a tough challenge that is the decrease in the number of waiters available as well as full-timers. They are supposed to give one staff per table but now they cannot afford to get on with it because of the lack of staff and what they do now is that to give four tables to two waiters that could eventually decrease the quality of the service. Since all the waiters are part-times they would be coming and going and they take less responsibility. The less training of the part-timers would cause spillage and other heavy mistake that can take away the profit form a whole function. They could also give the customers with wrong information which could affect their reputation with a bad mark.

C. Opportunities One of the opportunities that they can explore from is joint ventures with others. Ritz Carlton is one of the sister concerns, what Marriott banquet department can do is that they could actually make a strategic alliance between them so that they could cater for heavy events. Compared to the previous marketing team that has been assembled, the new marketing team is capable of splendidly handling the guest. Another important opportunity that Marriott can exploit is their menu, they could add on more dishes into it. Recently a new food and beverages director has taken charge. He is from Grand J.W. Marriott itself. He is a young guy with a lot of innovative ideas in mind. Banquet can request for his assistance in any matter and further improve on those things they are bad at.

D. Threats Competitors are one of the major threats that is faced by Marriott Singapore banquet. As we know orchard road and its nearby premises are hosting the most number of 5-star hotels in Singapore, currently 22. It is very hard for Marriott to fight back from this amount of |Page

competitors. Some of these competitors are capable of decreasing the production costs massively and thereby decreasing the cost of the services. This could also pose a threat against Marriott banquet department. Around three hotels are under construction around the same area. These hotels would be having innovative products and services. Marriott should also have an approach in this area of innovation and creativity to attract more customers.

6. Conclusion Marriott- is a powerful name in the hotel industry all around the globe. Marriot Singapore was established ten years ago but the technology they has is breathtaking. Whenever a new competitor enters the market Marriott has got their own strategies and methods to counter it. The operational procedures are crystal clear and all those personnel involved in it know what their part of the big picture is. For the last decade Marriott has created a revolution in hospitality and services. The comparison of Marriott banquet with Hyatt banquet helped me to understand whether Marriott are keeping up with the standards of other banquet department out there. Still there are a lot of things on which Marriott can improve on, as I have mentioned in the SWOT analysis. The best part is that their possibilities and opportunities are endless.

|Page

It was quite easy for me to do this professional profiling module (PP). This is because of the reason that I was working in Marriott Singapore Banquet department around three years as a waiter and a captain. I have worked in Grand Hyatt as well, for around 2 months. The comparison between the two banquets that I have made in this report has come from the idea that is generated from my own experience. Previously I had a basic idea of Marriott banquet department in bits and pieces. This professional profiling module has helped me to organize and sort out my ideas into a very presentable manner. By the time I wish Marriott Singapore banquet to expand their business furthermore and never stop expanding.

7. Acknowledgement I wish to thank all those who helped me. Without them, I could not have completed this project. Banquet manager, Joseph Arogya Sami. Assistant manager, Christine Wang. All the other personnel who provided with tons of information.

|Page

9. Reference http://en.wikipedia.org/wiki/Marriott_International http://www.worldres.com/Property/68059-Marriott+Singapore http://travela.priceline.com/travelguides/hotels/Marriott_Singapore_Singapore_Singapore11 7711.html?plf=PCLN&irefid=PLTGMERCH&irefclickid=SINGAPORESINGAPORE http://en.wikipedia.org/wiki/Introduction_(essay) |Page

http://www.marriott.com/hotels/event-planning/business-meeting/sindt-singapore-marriotthotel/ http://www-singapore.com/singaporemarriott/meetings.htm http://poolgrill.singaporemarriott.com/ http://singapore.grand.hyatt.com/hyatt/hotels/events/weddings/index.jsp http://www.marketingteacher.com/Lessons/lesson_swot.htm http://weddings.singaporemarriott.com/

|Page