INTRODUCTION

Over the past years tourism sector had evolved through time and also changed the hospitality
sector as well. Both the industries changed themselves by entering into the global tourism
sector that helped the hospitality industry to evolve themselves onto different places.
Technological innovations, digitalized guest experience by online travel agencies (OTA's)
profounded the people experience globally by acclaiming different experiences of hotels onto a
websites. One such hotel that had evolved through time in perspective of technological
innovations and creating a luxurious service experience is Taj group of hotels resorts and
palaces. One of the oldest chain brands with a legacy of 115 years. The brand emerged into
existence in 1903 and a part of Tata group which is one of the biggest business groups of India.
The company was integrated by Jamsetji Tata and is now headed by IHCL (Indian Hotels
Company Limited) which was founded by Jamsetji Tata in 1899.

MISSION- To improve the quality of life of the communities taj serve globally through long term
stake holders value creation based on Leadership with trust.

INTERNAL ENVIRONMENT

(I) BCG MATRIX

BCG matrix is a strategic management tool by Boston consulting group to evaluate strategic
position of the brand portfolio .It consists of 4 classification based in the variant of 2 dimensions.
The first dimension is regarding the growth rate in industry or in market arena. The second
dimension is related to the market share segment of the strategic business unit to evolve them
into the current market. The BCG matrix for Taj hotels resorts and palaces will first identify
where the strategic business unit will go underneath the chains segment.

The 4 classifications are -

STARS

 The financial services strategically business are the star factor of Taj hotels resorts and
palaces. The operating market shows potential to control and segment the market arena
of Taj according to the types of the customer. Taj should integrate themselves more in
acquiring other firms which will provide them more profits as a strategically business
unit.
 The potential within the market is so high as consumer are demanding similar types of
products on every scale. The chain should go underneath a product development
strategy for the strategic business unit where they will develop innovative features on
this product through research and development.

CASH COWS

 The supplier management services SBU is the cash cows factor in BCG matrix. This
factor has been into operation for a long time and had gained the success for the group
over a large amount. The market share segment is high, but overall market is declining
as companies manage their suppliers themselves rather than outsourcing.
QUESTION MARKS

 Within the BCG equation for Taj Hotels Resorts Palaces, the local food strategic
business segment is a question mark. Recent market trends show that consumers are
more focused on local foodstuffs. This sector also shows a high growth rate on the
market. However, there is a low market share in this category in Taj Hotels Resorts
Palaces. The Taj Hotels Resorts Palaces suggested approach is to invest in R&D with
innovative features and this wil make the company profitable.
 A question mark in the BCG matrix of the Taj Hotels Resorts Palaces is the number 4
company strategic business segment. This strategic unit is a part of a fast-growing
market. However, in the last few years this strategic business unit has suffered losses. In
addition, research and engineering departments have struggled in attempts at
innovation.

DOGS

 One important dog factor in the BCG network of Taj Hotels Resorts Palaces is the
Plastic bags strategic business unit. For the last five years this functional structure has
been in decline. It also exists in a declining market because of higher environmental
concerns. The approach proposed for Taj Hotels Resorts Palaces is to sell and reduce
its losses in this strategic business segment.

(II) VRIO ANALYSIS

The VRIO analysis stand for Valuable, Rare, Imitable, Organization. The VRIO analysis will look
into the internal sources functioning of Taj hotels resorts and palaces.

VALUABLE

 Taj Hotels Resorts and Palaces VRIO Analyzes shows that the company has valuable
resources for Taj Hotels Resorts and Palaces workers. A significant proportion of
workers are highly trained, contributing to more successful outcomes for the company.
As the workforce is loyal, and the organization's retention rates are high.
 The VRIO analysis of Taj hotels resorts and palaces reveals that the distribution network
of Taj hotels resorts and palaces constitutes a valuable resource. This helps to attract
more and more clients. The Taj Hotels Resorts and Palaces will thus generate higher
sales.

RARE

 According to the VRIO Review, the financial resources of Taj Hotel resorts and palaces
are considered to be unusual.
 Taj Hotels Resorts and Palaces workers are an outstanding commodity as described in
the Taj Hotels Resorts and Palaces VRIO Review. They are highly qualified and skilled
managers, as is not the case with workers in other businesses.
IMITABLE

 The Taj hotel resorts and palaces have financial resources which the Taj hotel resorts
and palaces VRIO Analyze has found costly to imitate. The organization has gained
these capitals over the years through lengthy profits. To new entrants and rivals, these
financial resources may require similar income for a long period of time.
 The Taj Hotels Resorts & Palaces distribution networks are also extremely costly to
conform with the Taj Hotels Resorts & Palaces VRIO Research market. Taj Hotels
Resorts and Palaces built this over the years progressively.

ORGANIZATION

 Taj Hotels Resorts & Palaces Distribution network is structured according to the VRIO
Review of the Resorts and Palaces in Taj Hotels. Taj Hotels Resorts and Palaces uses
this network to serve its customers by ensuring the availability of goods in all its outlets
and provide them viable strategic advantage.

PORTER CHAIN ANALYSIS

The porter chain analysis model helps to indentify the working of system and activities with
customer as a centric point. The framework is to identify the importance of activities according
to the role in product/service delivery process.

The primary value chain activities proposed by porter are-

Logistics inbound- These are all procedures relevant to collecting, processing and delivering
materials internally. Your relationship with your supplier is a key to value creation here.

Service- This is the turn of the data into products sold to customers. It builds interest for the
operating systems.

Logistic production–These operations supply the client with your product or service. These are
items that may be internal or external to your organization, such as stock, shop and distribution
systems.

Marketing and distribution –these are the mechanisms that persuade consumers not rivals to
purchase from you. Quality references here are the advantages and the way you express them.

Product –Those are the things that can allow the customers to retain the importance of their
goods or services after they are purchased.

The secondary value chain activities proposed by porter are-

Firm infrastructure- The Company's framework includes a variety of operations, including quality
management, legal administration, accounting, marketing, preparation, and strategic
management. Taj Hotels Resorts and Palaces will maximize the benefit for the entire value
chain through effective infrastructure management.
Human resource management- Taj Hotels Resorts and Palaces may evaluate human resource
management by assessment of different human resources factors, including hiring, choosing,
training and compensation. The powerful HR management system will reduce competitive
pressures in the resorts and buildings of Taj Hotels focused on enthusiasm, commitment and
employee expertise.

Technological development- Nearly all value chain operations rely on technical support in the
new, technologically advanced world. Taj Hotels Resorts and Palaces must be able to
acknowledge the value of technology development in terms of technical convergence in growth,
delivery, marketing and human resources practices.

Procurement- The value chain manufacturing relates to the processes involved in sourcing of
inputs from tools, vehicles, raw materials, equipment, raw materials and other goods that are
needed to produce the finished product. Taj Hotels Resorts and Palaces will find its sourcing
activities in order to optimize the inbound, organizational and outbound value chain, owing to
their link with various values chain operations.