SWOT ANALYSIS

Submitted by

Neeraj Singh Tanwar

WHAT IS SWOT ANALYSIS?Swot analysis is basically analysing a company’s :

STRENGTH

OPPORTUNITIES

WEAKNESS

THREATS

DEFINITION OF SWOT ANALYSIS

A SWOT analysis is a planning tool used to understand the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business.

It involves specifying the objective of the business or project and identifying the internal and external factors that are supportive or unfavourable to achieving that objective.

SWOT is often used as part of a strategic planning process. SWOT or TOWS is an acronym for Strengths, Weaknesses, Opportunities, Threats.

SWOT ANALYSIS’ HISTORY

•ORIGIN IS CREDITED TO ALBERT HUMPHREY.

•DEVELOPED AT STANFORD.

•FUNDED BY FORTUNE 500 COMPANIES.

•TOOK 9 YEARS TO DEVELOP.

•INVOLVED 5000 INTERVIEWS.

SWOT IN DETAIL.....Strengths of hospitality industry

Natural and cultural diversity.

Demand-supply gap.

Government support.

Increase in the market.

Weaknesses of hospitality industry

Poor support infrastructure

Slow implementation

Susceptible to political events

Opportunities of hospitality industry

Rising income

Open sky benefits

Unique experience

Threats of hospitality industry

Fluctuations in international tourist arrivals

Increasing competition

Unstable economy

Terrorist activities

Political turbulence

APPLICATIONS OF SWOT ANALYSISA SWOT analysis can be used for:

Workshop sessions

Problem solving

Planning

Product evaluation

Competitor evaluation

Personal Development Planning

AIM OF SWOT ANALYSIS Reveal your competitive advantages

Analyze your prospects for sales, profitability and product development

Prepare your industry for problems

Allow for the development of contingency plans

SWOT ANALYSIS OF TAJ HOTELS

Strengths

107 yr old established brand

64 rank in fortune 500

Understanding different customer needs

High brand salience or image

Celebrity status

Iconic Stature

Early expansion

Strategic location

First mover advantage

WeaknessComplex ownership

structure(Hindrance from property owners)

Brand dilution

Confused customer perception

Only NRI s knew about it

Non users positioning was not clear

Brand abuse

Losing emotional appeal

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Opportunities

Untapped potential

41% middle affluent class

Luxury market to expand in INDIA

Liberalization expanding into international markets

Increase in tourist

Gateway to fill middle segment vaccuum

Threats

Terrorist attack- rebuilding customer confidence in the brand

New brands are launching at the same time—at the time of attack

Liberalization—foreign competitor’s entering the market

37 brands coming to India

Recession

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