TAJ GROUP

SYNOPSIS

INTRODUCTION TO THE SECTOR

The Hospitality Industry is a broad category of fields within
the service industry that includes lodging, food and drink
service, event planning, theme parks, transportation, cruise
line, travelling and additional fields within the tourism
industry.
It is an industry that depends on the availability of leisure
time and disposable income. The Tourism and Hospitality is
one of the key industries in India, accounting for about 8.78%
of its workforce and around 6.20% of its Gross Domestic
Product (GDP). Touted as one of the most profitable
industries of India, Tourism and Hospitality is one of the
major earners of the country’s foreign exchange. The key
money spinner of the industry is accommodation and as it is
directly related to tourism- travel operators, attractions, and
transportations also play a major role.
The industry has a very good scope owing to the government
initiatives for the tourism sector, and positive influence of
the demand scenario.

INTRODUCTION TO THE BRAND

The Indian Hotels Company Limited (IHCL) and its subsidiaries
bring together a group of brands and businesses that offer a
fusion of warm Indian hospitality and world-class service.
IHCL through all its vivid brands - Taj, SeleQtions, Vivanta,
The Gateway, Ginger, Expressions, and TajSATS - believes in
adding passion to the process. And thus, crafting delight with
people at its heart. Incorporated by the founder of the Tata
Group, Jamsetji Tata, the company opened its first hotel, the
Taj Mahal Palace, in Mumbai in 1903. For over a century,
The Taj Mahal Palace, Mumbai, has remained an iconic
flagship and has set a benchmark for fine living with exquisite
refinement, inventiveness and warmth.

The group has been converting royal palaces in India into

luxury hotels since the 1970s. The first palace to be
converted into a Taj luxury hotel was the Lake
Palace in Udaipur, in 1971. Other examples include
the Rambagh Palace in Jaipur, Umnaid Bhawan
Palace in Jodhpur, Falaknuma Palace in Hyderabad and
Nadesar Palace in Varanasi.

In 1980, the Taj group opened its first hotel outside India,
the Taj Sheba Hotel in Sana'a, in Yemen and in the late 1980s,
acquired interests in the St. James' Court Hotel (now
comprising Taj 51 Buckingham Gate Suites and Residences
and St. James' Court, A Taj Hotel) in London.
MARKET TRENDS
The Hospitality Industry has been undergoing tremendous
changes and disruptions over the last two decades. A few key
trends have been steadily reshaping the industry. The trends
that have reshaped (and are still reshaping) the industry are-
1 - Virtual Communities
2 - Sharing Economy
3 - Digitalized Guest Experience
4 - Booming Global Tourism
5 - Experience Economy
6 - Generations Y and Z
7 - Sustainability

OBJECTIVE OF THE STUDY

• To study Luxury Hospitality Sector in detail including
strengths, weaknesses, and potential growth in India and also
across the borders.
• To understand the behaviour of the competitors of this
brand.
• To study general preference of consumers towards Luxury
Hospitality.
• To study the current position of the brand in the market.
• To understand its marketing and communication strategies.

SCOPE OF THE STUDY

This study shows various strategies of the Taj Group to cope
up with the competition in the hospitality industry, to
maintain its aura. This research helps in understanding the
current position of the brand in the market. The study
focuses on the visually appealing factors, the communication
and marketing strategies and the customer relationship
management of the Taj Group.

RESEARCH METHODOLOGY
Research methodology is the specific procedure or technique
used to identify, select, process, and analyse information
about a topic. Descriptive research includes surveys and
facts. Two types of data, i.e. Primary Data and Secondary
Data have been collected. Primary information has been
obtained directly from first hand sources by means of
observations, questionnaires, etc. Internet, journals, articles
and magazines have been major source of secondary data.

TENTATIVE CHAPTERISATION
TABLE OF CONTENTS
INTRODUCTION
OBJECTIVES AND METHODOLOGY
CONCEPTUAL DISCUSSION
DATA ANALYSIS
FINDINGS AND RECOMMENDATIONS
BIBLIOGRAPHY
ANNEXURES