Case Study 11.

Tata’s Handling of the

Mumbai Terrorist Attacks
 Case overview

• The 2008 Mumbai (Bombay) attacks were a

series of attacks that took place in November
2008, when 10 members of Lashkar-e-Taiba,
an Islamic militant organisation based in
Pakistan, carried out a series of 12
coordinated shooting and bombing attacks
lasting four days across Mumbai.
 Case overview

• The attacks, which drew widespread global

condemnation, began on Wednesday, 26
November and lasted until Saturday, 29
November 2008, killing 166 people and
wounding at least 308.
• Eight of the attacks occurred in South
Mumbai and The Taj Mahal Palace Hotel is
one of the place been attacked.
Literature review / Issue

• Did they do more or less well in

this case? Relate the views to the
available crisis communication
strategies.
Yes, they using two types of crisis
communication strategies :-

i. Remediation
ii. Rectification
 i. Remediation
• Full last salary for life for the
family and dependents

• Complete responsibility of
education of children and
dependents – anywhere in the
world
 i. Remediation
• Full Medical facility for the whole
family and dependents for rest of
their life

• All loans and advances were

waived off – irrespective of the
amount

• Counselor for life for each person

 i. Rectification

• Security was tightened at the hotel :-

i. Restricted access to official guests
ii. X-ray scans
iii. Metal detector
Sub-topic

Crisis Type Matrix

 Crisis Type Matrix

• Terrorism refers to intentional

actions taken by external actors
designed to harm the organization
directly or indirectly

• (e.g., hurt customer through product

tampering) or indirectly (e.g.,
reduce sales or disrupt production).
 Crisis Type Matrix

• Product tampering, hostage taking,

sabotage and workplace violence
are all examples of terrorism.
 Conclusion

• From this case study, we discover some

unique handling ways when facing with the
unintentional-external dimension, which is
TERRORISM.
 Conclusion
• From the selfless service from the
employees, the compensation and
benefits (remediation) given to employees
and family members from the Chairman
until the establishing safe crisis action plan
in rectification shows that Taj’s Hotel had
developed a crisis communication plan for
this kind of scenario.
 Conclusion
• This ensured that the hotel was realizing
the good image of the services and action
taken plan to the guest was the main key
to fulfilled the customer requirements and
finally bring them to the optimum
reputation and branding of their hotel.