Introduction:

Taj group of hotels, a part of the TATA group is the subject of the case study. Taj group is one of the
oldest groups in hospitality Industry in India. From incision in 1903, till date the company has
concentrated in the quality of the service that is offered. The hotel group has presence in over 16
countries and is in the top of its game. The case revolves around the psychology mindset of the
recruiters and the top order management of the company where they do not believe in academic
excellence but in the selflessness of the person.

SWOT Analysis

Strength: Weakness:

1. Group comprises 93 hotels in 55 locations 1. Terrorist attacks left a question over the
across India with an additional 16 international security.
destinations 2. Loosing of emotional appeal
2. Iconic stature 3. Complex ownership structure
3. Strategic locations
4. First mover advantage
5. Early expansion
6. Employee strength over 13000 people all of
who are very loyal to the brand Taj
7. The perfect experience of Indian luxury living
8. Employee retention due to good brand image
9. Considered to be the most premium hotel
chain in India
10. Top-of-the-mind brand recall

Opportunities: Threat:

1. 41% middle affluent class 1. Other heritage properties

2. Luxury market to expand in India
3. Increase in tourist to India
4. Gateway to fill middle segment vacuum
2.Competitors upgrading to international
standards of work ethic
3. Expectation of clients in terms of technological
development
4. New international brands entering India

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 Why did the Taj employees stay at their posts, jeopardizing their safety in order to save hotel
guests?

Taj terror attack has become a massive psychology case study in Harvard. Not ONE Taj employee
abandoned the hotel and ran right through the attack. They helped guests escape and many died. It
confounds psychologists. Finally they pin pointed 3 recruitment strategies
1) Taj did not recruit from big cities, they recruited from smaller cities where traditional culture still
holds strong.
2) They did not recruit toppers, they spoke to school masters to find out who were most respectful of
their parents, elders, teachers and others.
3) They taught their employees to be ambassadors of their guests to the organisation not ambassadors
of the company to their guests.

The level of loyalty and dedication shown by the employees something that can be replicated
and scaled elsewhere?
I don’t believe that this level of dedication is something that is a scalable model as most of
the companies do not provide or rather keep up with the employees’ basic needs. Hence
leading to a lower efficiency and thereby toxic work environment.

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