ANALYSIS OF HOSPITALITY SECTOR

Case Study - TajMahal Palace & Tower Mumbai 

Team 5Mallikarjun

KrithikaHitesh.k

Kiran ShankarKarthik shetty

Lohith

What is “HOSPITALITY SERVICE”

Hospitality + Service equips staff and volunteers to improve the culture of hospitality in their organizations and enhance client service.

Hospitality + Service is a tailored training program that leverages TAJ HOTEL Worldwide's internal Team Member trainings to infuse hospitality into the daily practices of nonprofit and social sector organizations to develop a strong culture of hospitality over time..

Hospitality Industry in India

Hospitality revenues are projected to grow over Rs 82,600 crore by 2010.An additional 70,000-80,000 rooms are slated to come online across categories countrywide.More than 40 international brands are trying to make inroads

TAJ GROUP OF HOTELS

Introduction Of TAJ HOTELSThe Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. It was founded by Jamshetji N. Tata on December16, 1903. Currently the Taj Hotels Resorts and Palaces comprises 76 hotels, 7 palaces at 52 locations in 12 countries and employ over 13000 people. Additional 18 hotels are also being operated around the

globe. During fiscal year 2010, the total number of hotels

owned or managed by the Company was 76. The Taj hotels are categorized as luxury, leisure and

business hotels.

MARKETING MIX TAJ PALACE, MUMBAI

MARKETING MIX STRATEGY OF TAJ HOTELS

ProductsCore Services :- Room Restaurant and Bar Meeting room Banquet facility Amenities Services

PRICE

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

class.

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, Cape Town and

many other countries)

PROMOTION

Promotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them are

1. Taj Inner Circle

2. Taj advantage plus

3. TAPP Me

Taj also offer Taj surprises

including weekend savers,

value vouchers, book early

get more.

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 call5. Check out.

People

Skilled person Professional person Personal Agents Technological person Travel agents

Physical Evidence

Competitors

1. ITC Group Of Hotels

2. The Oberoi Hotels and Resorts

3. The Leela

4. Le Meridian

Stations Of Experience

Pre-ArrivalReservations: During the reservation a preference sheet is mailed to capture the details and to

enhance the stay experience.

Airport pick-up: An airport representative is sent along with a chauffeur holding a placard

Arrival Welcome at the lobby: Royal welcome by the guards in typical Rajasthani Attire. Royal Welcome for Groups: Special arrangements for groups are made. A huge caravan of

Elephants, camels , horses along with a professional band is called for the reception of the group.

ATG( Aarti, Tiki and Garlanding): Welcome Drinks upon arrival

Check-in Escorting Welcome Letter Room Orientation

Cont…

Experience during stay Heritage walk Special Occasion Celebration City tour by vintage car Cultural music and dance Unique dinner experience Grand Wedding Other Facilities

Check Out Feedback Form at time of Turn Down Souvenir: A fragrant incense stick wrapped in a satin cloth is gifted to the

customers as a souvenir.

SERVICE TRIANGLE

Internal Marketing Vertical Communications

Horizontal Communications

Interactive Marketing Personal Selling

Customer Service Center Service Encounters

Servicescapes

External Marketing Communication Advertising Sales Promotion Public Relations Direct Marketing

Company

CustomersEmployees

Internal Marketing

Taj Management Training Programme (TMTP)

Hotel Operations Management Trainee

(HOMT) Program

Taj Management Training Programme (TMTP) -

Operations/ Food Production

Affiliation with Indian Institute of Hotel

Management, Aurangabad

External Marketing-Advertisement

T.V channels like STAR NEWS,CNN and CNBC.Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL.Business news paper(E.T, Financial Express, Bombay Times)

‘STP Analysis’ Of Taj Hotels

SEGMENTING – 

Placed among the top most in the high end luxury segment.

Is a pioneer in this segment & continues to set higher standards and increase benchmarks.It caters to the affluent segment of consumers, who are a class apart.

TARGETING –  Targets company heads, CEOs, successful

entrepreneurs, businessmen, men of power. By serving royalty and Heads of State, Taj has

been able to set a unique standard & thus targets those consumers who are rich but also achievers.

‘STP Analysis’ Of Taj Hotels

‘STP Analysis’ Of Taj Hotels

POSITIONING – Positions itself as a high end luxury hotel chain, giving its consumers a taste of ‘ROYALTY’ in modern times.

Developed by Booms and Bitner.

According to them: “The environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service".

Physical Evidence Tangibles

Service scape

Services cape helps in creating a corporate identity (i.e. positioning and differentiation).

It’s a part of service experience: customers frequently use the service environment as an important quality proxy.

Its a part of value proposition: physical surroundings help to shape appropriate feeling and reactions in customers and employees.

Servicescape facilitates the service encounters by reducing service failures and supporting a fast & smooth service delivery process.

Importance of Services cape

Customer Relationship Management at Taj Palace, Mumbai

Guest Preference Sheet

Handling Complaints

Fidelo – A Property Management System

Wow Card

GRE Courtesy Call

GSTS (Guest Satisfaction Tracking System)

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