Presented To

Prof-Rashid Khan

Presented by- Mukesh Kr. Pandey

CASE ON TAJ HOTELS

Taj hotel in Mumbai

CONTENT

VIEW OF HOTEL INDUSTRY

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

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 Satisfaction
Health
Safety Environment
To Promote Tourism

FORMS 30% OF
INDUSTRY

Eg :

ITC,
TAJ GROUP,
OBEROI GROUP,
ITDC

BUILT OVER
18000 sq.m AREA

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

&1
:
AROUND TOURIST
SPOT, PREFERRED
BY DOMESTIC
TOURIST

& 3
:
FOR MIDDLE LEVEL
BUSINESS
EXECUTIVES/LEISURE
TRAVELLERS

HERITAGE
HOTELS
HERITAGE
CLASSIC:

HERITAGE
GRAND:

HERITAGE:

HOTELS
CONSTRUCTED
BETWEEN
1920 - 1935

HOTELS
CONSTRUCTED
PRIOR TO
1920

HOTELS
CONSTRUCTED
AROUND
1935 1950

CHARACTERISED BY LESSER CAPITAL EXPENDITURE AND

AFFORDABILITY .

OPERATE FROM FORTS, PALACES, CASTLES, RIVER

LODGES, HERITAGE BUILDINGS ETC.

FACILITY HOTELS
BUSINESS
HOTELS

SPECIALLY EQUIPED WITH CONFERENCE

ROOMS, SEMINAR HALLS, INTERNET
FACILITIES ETC. TO SUIT THE CORPORATE
GUESTS.
Eg: INTER-CONTINENTAL, CROWNE PLAZA

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.

Challengeg for Hotel

Industry
1. Shortage of skilled employees
2. Retaining quality workforce
3. Shortage of rooms
4. Intense competition and image
of India
5. Customer expectations
6. Manual back-end

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

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.

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.

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

THE TAJ GROUP OF HOTELS

SEGMENTATION

TAJ LUXURY
HOTELS

TAJ BUSINESS
HOTELS:

TAJ LEISURE
HOTELS:

TAJ PALACE,
TAJ MAHAL,
TAJ BENGAL,
TAJ WEST END

TAJ PRESIDENT,
TAJ RESIDENCY,
TAJ CONNEMARA,
TAJ BLUE
DIAMOND

TAJ BEACH
RESORT,
TAJ CULTURAL
CENTRE,
TAJ GARDEN
RETREATS

OFFER FINEST
STANDARD OF
HOSPITALITY &
SERVICE

OFFER
MULTI CUISINE
RESTAURANTS &
BEST BUSINESS
FASCILITIES

LOCATED AT
BEACH RESORTS,
PALACES, PILGRIM
CENTRES ETC.

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

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

Global award.
Sep-2008
Taj Hotels Resorts and Palaces is proud to receive the 2008
GOLD Magellan Award for its Brand Campaign - 'No Room for
the Ordinary' in the Advertising / Marketing Campaign Category
and 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 at
the 2008 Business Traveller Awards.

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

National award
Apr-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- Indias Most
CustomerResponsive Hotel Category Hotels.

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

 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

 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.

 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.

 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.

MARKETING MIX STRATEGY OF

TAJ HOTELS

Products
Room
Restaurant and Bar.
Meeting room and Banquet facility
Amenities
Services
Safe deposit box

Special services

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

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

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

Rate
The Taj Suite

US$-175

Executive Suite

US$ -125

Standard sea view

double

US$-75

Standard sea view single US$-75

The Taj Lady

US$-90

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)

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.

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 call
5. Check out.

People

Skilled person
Professional person
Personal Agents
Technological person
Travel agents

COMPETITER
The hotel has many competitors like
1.The Oberai towers
2.The Marine Plaza
3.The Orchid.
4.Le Meridian
Acqusition-hotel blue diamond pune.

STP
analysis

Segmentation

Geographical segmentation
Demographical segmentation
Psychographic segmentation
Behavioral segmentation

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 LEISURE HOTELS

TAJ BEACH
RESORT,
TAJ CULTURAL CENTRE,
TAJ GARDEN
RETREATS
LOCATED AT BEACH

RESORTS,PALACES, PILGRIM
CENTRES ETC.

Positioning

Through print media

Electronic media
Magazines
Online advertising

Targeting
Targeting is a group of people who
have common need, and behavior.
Business class
Upper class
Tourists

Mergers and acquisitions

Indian Hotels

Starwood Group
(W Hotel)

Sydney

Dec 2005

The Pierre

US

July 2005

Regent Hotel
(renamed Taj Lands
End)

India

September 2002

Factors

Sub factor

Neutral

Law making,
Tax policy,
Price control,
Internal
Environment

legal

Employment
law, Govt.
policy

economical

Interest rate,
Inflation,
exchange rate

Socio culture
technological

ETOP
opportunity

threats

Neutral

SAP analysis

factors

strategy

Marketing
mix

P1

P2
P3
P4
HR
Finance
Production
operation
system

strength

weakness

Neutral