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Page 1: DocumentG

By: Parth arora

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CASE ON TAJ HOTELS

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Taj hotel in Mumbai

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CONTENT

• VIEW OF HOTEL INDUSTRY• CHALLENGES FOR HOTEL INDUSTRY• INTRODUCTION OF TAJ HOTELS.• MARKETING MIX.• STP ANALYSIS.• COMPETITOR.• MERSER & ACQUISITION.• ETOP• SAP ANALYSIS• CONCLUSION.

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VIEW OF HOTEL INDUSTRY

• What is Hotel Industry?“A Building Where Travelers Can Pay for

Lodging and Meals and Other Services”Objectives of Hotel Industry

Customer SatisfactionHealthSafety EnvironmentTo Promote Tourism

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STAR RATED HOTELS

5 DELUXE & 5 : LUXURY AT HIGH PRICE , 27 % GOVT. APPROVED ROOMS

FORMS 30% OF INDUSTRY

BUILT OVER 18000 sq.m AREA

2 & 1 : AROUND TOURIST

SPOT, PREFERRED BY DOMESTIC

TOURIST

4 & 3 : FOR MIDDLE LEVEL

BUSINESS EXECUTIVES/LEISURE

TRAVELLERS

Eg : ITC,TAJ GROUP,

OBEROI GROUP, ITDC

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HERITAGE CLASSIC:

HOTELS

CONSTRUCTED BETWEEN 1920 - 1935

HERITAGE GRAND:

HOTELS CONSTRUCTED

PRIOR TO 1920

HERITAGE:

HOTELS CONSTRUCTED

AROUND 1935 – 1950

HERITAGE HOTELS

CHARACTERISED BY LESSER CAPITAL EXPENDITURE AND AFFORDABILITY .

OPERATE FROM FORTS, PALACES, CASTLES, RIVER LODGES, HERITAGE BUILDINGS ETC.

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• SPECIALLY EQUIPED WITH CONFERENCE ROOMS, SEMINAR HALLS, INTERNET FACILITIES ETC. TO SUIT THE CORPORATE GUESTS.

• Eg: INTER-CONTINENTAL, CROWNE PLAZA

BUSINESS HOTELS

AIRPORT HOTELS

• LOCATED NEAR AIRPORTS AND SUITABLE FOR SHORT STAY TRAVELLERS.

• ARE FOUND NEAR ALL MAJOR CITY AIRPORTS.

HONEYMOON HOTELS

• MOSTLY LOCATED AT HILL STATIONS AND SPECIALLY FASCILITATED TO SUIT THE COMFORTS OF HONEYMOON COUPLES.

• Eg. HOTEL WOODVILLE PALACE, CARLTON HOTEL, HOTEL HONEYMOON INN ETC.

FACILITY HOTELS

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Challengeg for Hotel Industry

1. Shortage of skilled employees2. Retaining quality workforce3. Shortage of rooms4. Intense competition and image of India5. Customer expectations6. Manual back-end

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INTRODUCTION OF TAJ HOTEL

• The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces.

• It was founded by Jamsetji N. Tata on December16, 1903.

• Currently the Taj Hotels Resorts and Palaces comprises 57 hotels at 40 locations across India

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Cont……….

• Additional 18 hotels are also being operated around the globe.

• During fiscal year 2006, the total number of hotels owned or managed by the Company was 75.

• The Taj hotels are categorized as luxury, leisure and business hotels.

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Cont……….

The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers, rejuvenating spas, and well-equipped banquet and meeting facilities.

The Taj Leisure Hotels offer a complete holiday package that can be enjoyed with the whole family.

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Cont……… It provides exciting activities ranging from

sports, culture, environment, adventure, music, and entertainment.

The Taj Business Hotels provide the finest standards of hospitality, which helps the business trips to be productive.

They offer well-appointed rooms, telecommunication facilities, efficient service, specialty restaurants and lively bars, well-equipped business centres, and other conference facilities

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THE TAJ GROUP OF HOTELS SEGMENTATION

TAJ LUXURY HOTELS – TAJ PALACE, TAJ MAHAL, TAJ BENGAL, TAJ WEST END

OFFER FINEST STANDARD OF

HOSPITALITY & SERVICE

TAJ BUSINESS HOTELS:

TAJ PRESIDENT, TAJ RESIDENCY,

TAJ CONNEMARA, TAJ BLUE DIAMOND

OFFER MULTI – CUISINE RESTAURANTS &

BEST BUSINESS FASCILITIES

TAJ LEISURE HOTELS:

TAJ BEACH RESORT, TAJ CULTURAL

CENTRE, TAJ GARDEN RETREATS

LOCATED AT BEACH RESORTS,

PALACES, PILGRIM CENTRES ETC.

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Vision

• The Taj Group of Hotels commits itself to the overall improvement of the ecological environment, which we are all a part of.

• We recognize that we are not owners but caretakers of the Planet and owe it to our children and future generations of humankind.

• It is our endeavor not only to conserve and protect but also to renew and regenerate the environment in which we live and operate

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Cont………

• Our commitment encompasses all actions related to our products, services, associates, partners, vendors and communities.

• We will partner and engage with our environment through EARTH: Environmental Awareness and Renewal at Taj Hotels. For us EARTH is not a program, nor a process; it is a way of life

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Global award……….• Sep-2008 Taj Hotels Resorts and Palaces is proud to receive the 2008GOLD Magellan Award for its Brand Campaign - 'No Room forthe Ordinary' in the Advertising / Marketing Campaign Categoryand Print advertising Category.

• Sep-2008 Taj Hotels Resorts and Palaces is proud to receive the award for‘The Best Business Hotel Chain in India’ by the readers in UK atthe 2008 Business Traveller Awards.

• Sep-2008 Taj Hotels Resorts and Palaces tops the ranking in hotels segmentin 'Asia Pacific's Top 1,0-00 Brands' survey for 2008.

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National awardApr-2009• Jiva Spa is nominated for the award of ‘Best Spa Treatment –

Ventoz’ Asia Spa India Awards held on 8th April 2009 held atDelhi

Jan-2008• Dun & Bradstreet - American Express Corporate Awards 2007 -

India's Top 500 Companies 2007 - in the "Hotels" category - TheIndian Hotels Company Ltd.

Jan-2008• Taj Hotels Resorts & Palaces - Avaya GlobalConnect

CustomerResponsiveness Awards 2007- “ India’s Most CustomerResponsive Hotel “ – Category Hotels.

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Mile stone of Taj GROUP• 1903 The Company opens its first hotel, the "Taj Mahal Palace" in Mumbai,

India. The Company opens its first five star deluxe beach resort, the "Fort

Aguada Beach Resort" in Goa.

• 1974 The Company begins business in metropolitan hotels by

opening the five star deluxe hotel, the "Taj Coramandel" in Chennai

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• 1980 The Company opens its first hotel outside India, the "Taj

Sheba Hotel" in Sana'a, Yemen.

• 1984 The Company entered into a licence agreement to operate

the "Taj West End" in Bangalore, "Taj Connamera" in Chennai and the "Savoy" in Ooty.

• 1989 The Company opens a five star deluxe hotel in Calcutta, the

"Taj Bengal

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• 1990 The Company establishes the Taj Kerala Hotels and Resorts Limited with the

Kerala Tourism Development Corporation.

• 1998 The Company opens the "Taj Exotica" in Bentota, Sri Lanka.

• 2000 The Company establishes Taj GVK Hotels and Resorts Limited with the GVK

group to operate three hotels in Hyderabad.

• 2001 The Company is awarded the management contract for the "Taj Palace", Dubai. 

The Company launches the "Taj Exotica Spa and Resort" in Maldives.

• 2002 The Company obtains licenses to manage and operate two leisure hotels: the

"Rawal-Kot" in Jaisalmer and the "Usha Kiran Palace", Gwalior. 

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• 2003 The Company relaunches its flag ship property as the "Taj Mahal Palace and

Tower.

• 2004 The Company launches its first luxury serviced apartments, "Wellington Mews" in

Mumbai. 

The Company opens its first economy hotel under the brand "Ginger" in Bangalore.

• 2005 The Company obtains a management contract to operate "The Pierre" in New

York, USA. 

The Company entered into a management contract to operate the "Taj Exotica" in Palm Island, Jumeirah, Dubai. 

The Company obtained the operating agreement for the "Umaid Bhavan Palace" in Jodhpur.

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• 2006 The Company acquires the "W" hotel in Sydney, Australia

which is later renamed as the "Blue Sydney". 

The Company commences operation of its first wildlife lodge at Mahua Kothi, Bandhavgarh.

• 2007 The Company acquires the "Ritz-Carlton" in Boston, USA

which is later renamed as the "Taj Boston." 

The Company commences operation of its second wildlife lodge at Baghvan, Pench.

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MARKETING MIX STRATEGY OF TAJ HOTELS

Products

RoomRestaurant and Bar.Meeting room and Banquet facilityAmenitiesServicesSafe deposit box

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Special services

• courier• Child care• Laundry• Pet• Internet• Travel desk• Babysitting• Wake-up call

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• Barber shop• Boutiques• Currency exchange• In room telephone service• Express check -in and out• Florist• Front desk 24 – hour• Gift shop• Maid service

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PRICE

Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class.

Rate

The Taj Suite US$-175Executive Suite US$ -125

Standard sea view double US$-75

Standard sea view single US$-75

The Taj Lady US$-90

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PLACE

Location of the hotel is the most important business decision for the hotel.

Present in metro cities in India Global presence (Maldives,London,Dubai,Colombo)

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PROMOTION STRATEGY

Promotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them are

1. The Taj Inner Circle.2. The Taj Junior League.3. The Taj Club.

Taj also offer Taj surprises including weekend savers,value vouchers,book early get more,

ADVERTISEMENT Business news paper(E.T, Financial Express, Bombay Times) T.V channels like STAR NEWS,CNN and CNBC. Magazines like THE OUT LOOK TRAVELAR,GO NOW and

TRAVEL.

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Physical Evidence

Lobby- It being the first & the last part of the hotel that the guestsees,thus it should be well designed, also to ensure that the customer returns again the room should be comfortable and should

have made his stay hassle free

Process Major service encounter that extremely delighted or disappointed

are:1. Check – in.2. Bell person carrying luggage to the room.3. Food.4. Wake up call5. Check out.

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People

• Skilled person• Professional person• Personal Agents• Technological person• Travel agents

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COMPETITERThe hotel has many competitors like 1.The Oberai towers2.The Marine Plaza3.The Orchid.4.Le MeridianAcqusition-hotel blue diamond pune.

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STP analysis

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Segmentation

• Geographical segmentation• Demographical segmentation• Psychographic segmentation• Behavioral segmentation

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THE TAJ GROUP OF HOTELSSEGMENTATION

TAJ LUXURY HOTELSTAJ PALACE,TAJ MAHAL,TAJ BENGAL,TAJ WEST END OFFER FINEST STANDARD OF HOSPITALITY & SERVICE

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TAJ LEISURE HOTELSTAJ BEACHRESORT,TAJ CULTURAL CENTRE,TAJ GARDENRETREATS LOCATED AT BEACH RESORTS,PALACES,

PILGRIM CENTRES ETC.

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Positioning

• Through print media• Electronic media• Magazines• Online advertising

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Targeting

• Targeting is a group of people who have common need, and behavior.

• Business class• Upper class• Tourists

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Mergers and acquisitionsIndian Hotels Starwood GroupStarwood Group

(W Hotel) (W Hotel) SydneySydney Dec 2005 Dec 2005

The Pierre The Pierre US US July 2005 July 2005

Regent Hotel Regent Hotel (renamed Taj Lands (renamed Taj Lands End) End)

IndiaIndia September 2002 September 2002

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ETOPFactors Sub factor opportunity threats Neutral

Neutral Law making, Tax policy, Price control, Internal Environment

legal Employment law, Govt. policy

economical Interest rate, Inflation, exchange rate

Socio culture

technological

competitor

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SAP analysisfactors strategy strength weakness Neutral

Marketing mix P 1

P 2

P 3

P 4

HR

Finance

Production operation

system

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