Post on 11-Sep-2014
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By: Parth arora
CASE ON TAJ HOTELS
Taj hotel in Mumbai
VIEW OF HOTEL INDUSTRYCHALLENGES FOR HOTEL INDUSTRYINTRODUCTION OF TAJ HOTELS.MARKETING MIX.STP ANALYSIS.COMPETITOR.MERSER & ACQUISITION.ETOPSAP ANALYSISCONCLUSION.
VIEW OF HOTEL INDUSTRYWhat is Hotel Industry?A Building Where Travelers Can Pay for Lodging and Meals and Other ServicesObjectives of Hotel IndustryCustomer SatisfactionHealthSafety EnvironmentTo Promote Tourism
STAR RATED HOTELS5 DELUXE & 5 : LUXURY AT HIGH PRICE , 27 % GOVT. APPROVED ROOMSFORMS 30% OF INDUSTRYBUILT OVER 18000 sq.m AREA2 & 1 : AROUND TOURIST SPOT, PREFERRED BY DOMESTIC TOURIST 4 & 3 : FOR MIDDLE LEVEL BUSINESS EXECUTIVES/LEISURE TRAVELLERSEg : ITC,TAJ GROUP,OBEROI GROUP, ITDC
HERITAGE CLASSIC: HOTELS CONSTRUCTED BETWEEN 1920 - 1935
HOTELS CONSTRUCTED PRIOR TO 1920
HOTELS CONSTRUCTED AROUND 1935 1950
HERITAGE HOTELS CHARACTERISED BY LESSER CAPITAL EXPENDITURE AND AFFORDABILITY .
OPERATE FROM FORTS, PALACES, CASTLES, RIVER LODGES, HERITAGE BUILDINGS ETC.
SPECIALLY EQUIPED WITH CONFERENCE ROOMS, SEMINAR HALLS, INTERNET FACILITIES ETC. TO SUIT THE CORPORATE GUESTS. Eg: INTER-CONTINENTAL, CROWNE PLAZABUSINESS HOTELSAIRPORT HOTELS LOCATED NEAR AIRPORTS AND SUITABLE FOR SHORT STAY TRAVELLERS.ARE FOUND NEAR ALL MAJOR CITY AIRPORTS.HONEYMOON HOTELS MOSTLY LOCATED AT HILL STATIONS AND SPECIALLY FASCILITATED TO SUIT THE COMFORTS OF HONEYMOON COUPLES. Eg. HOTEL WOODVILLE PALACE, CARLTON HOTEL, HOTEL HONEYMOON INN ETC.FACILITY HOTELS
Challengeg for Hotel Industry1. Shortage of skilled employees2. Retaining quality workforce3. Shortage of rooms4. Intense competition and image of India5. Customer expectations6. Manual back-end
INTRODUCTION OF TAJ HOTELThe Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. It was founded by Jamsetji N. Tata on December16, 1903. Currently the Taj Hotels Resorts and Palaces comprises 57 hotels at 40 locations across India
Cont.Additional 18 hotels are also being operated around the globe. During fiscal year 2006, the total number of hotels owned or managed by the Company was 75.The Taj hotels are categorized as luxury, leisure and business hotels.
Cont.The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers, rejuvenating spas, and well-equipped banquet and meeting facilities.The Taj Leisure Hotels offer a complete holiday package that can be enjoyed with the whole family.
ContIt provides exciting activities ranging from sports, culture, environment, adventure, music, and entertainment. The Taj Business Hotels provide the finest standards of hospitality, which helps the business trips to be productive. They offer well-appointed rooms, telecommunication facilities, efficient service, specialty restaurants and lively bars, well-equipped business centres, and other conference facilities
THE TAJ GROUP OF HOTELS SEGMENTATIONTAJ LUXURY HOTELS
TAJ PALACE, TAJ MAHAL, TAJ BENGAL, TAJ WEST END
OFFER FINEST STANDARD OF HOSPITALITY & SERVICE
TAJ BUSINESS HOTELS:
TAJ PRESIDENT, TAJ RESIDENCY, TAJ CONNEMARA, TAJ BLUE DIAMOND
OFFER MULTI CUISINE RESTAURANTS & BEST BUSINESS FASCILITIES
TAJ LEISURE HOTELS:
TAJ BEACH RESORT, TAJ CULTURAL CENTRE, TAJ GARDEN RETREATS
LOCATED AT BEACH RESORTS, PALACES, PILGRIM CENTRES ETC.
VisionThe Taj Group of Hotels commits itself to the overall improvement of the ecological environment, which we are all a part of. We recognize that we are not owners but caretakers of the Planet and owe it to our children and future generations of humankind. It is our endeavor not only to conserve and protect but also to renew and regenerate the environment in which we live and operate
ContOur commitment encompasses all actions related to our products, services, associates, partners, vendors and communities.We will partner and engage with our environment through EARTH: Environmental Awareness and Renewal at Taj Hotels. For us EARTH is not a program, nor a process; it is a way of life
Global award.Sep-2008 Taj Hotels Resorts and Palaces is proud to receive the 2008GOLD Magellan Award for its Brand Campaign - 'No Room forthe Ordinary' in the Advertising / Marketing Campaign Categoryand Print advertising Category.Sep-2008 Taj Hotels Resorts and Palaces is proud to receive the award forThe Best Business Hotel Chain in India by the readers in UK atthe 2008 Business Traveller Awards.Sep-2008 Taj Hotels Resorts and Palaces tops the ranking in hotels segmentin 'Asia Pacific's Top 1,0-00 Brands' survey for 2008.
National awardApr-2009Jiva Spa is nominated for the award of Best Spa Treatment Ventoz Asia Spa India Awards held on 8th April 2009 held atDelhiJan-2008Dun & Bradstreet - American Express Corporate Awards 2007 -India's Top 500 Companies 2007 - in the "Hotels" category - TheIndian Hotels Company Ltd.Jan-2008Taj Hotels Resorts & Palaces - Avaya GlobalConnect CustomerResponsiveness Awards 2007- Indias Most CustomerResponsive Hotel Category Hotels.
Mile stone of Taj GROUP1903 The Company opens its first hotel, the "Taj Mahal Palace" in Mumbai, India. The Company opens its first five star deluxe beach resort, the "Fort Aguada Beach Resort" in Goa.1974 The Company begins business in metropolitan hotels by opening the five star deluxe hotel, the "Taj Coramandel" in Chennai
1980 The Company opens its first hotel outside India, the "Taj Sheba Hotel" in Sana'a, Yemen.1984 The Company entered into a licence agreement to operate the "Taj West End" in Bangalore, "Taj Connamera" in Chennai and the "Savoy" in Ooty. 1989 The Company opens a five star deluxe hotel in Calcutta, the "Taj Bengal
1990 The Company establishes the Taj Kerala Hotels and Resorts Limited with the Kerala Tourism Development Corporation.1998 The Company opens the "Taj Exotica" in Bentota, Sri Lanka.2000 The Company establishes Taj GVK Hotels and Resorts Limited with the GVK group to operate three hotels in Hyderabad.2001 The Company is awarded the management contract for the "Taj Palace", Dubai. The Company launches the "Taj Exotica Spa and Resort" in Maldives.2002 The Company obtains licenses to manage and operate two leisure hotels: the "Rawal-Kot" in Jaisalmer and the "Usha Kiran Palace", Gwalior.
2003 The Company relaunches its flag ship property as the "Taj Mahal Palace and Tower.2004 The Company launches its first luxury serviced apartments, "Wellington Mews" in Mumbai. The Company opens its first economy hotel under the brand "Ginger" in Bangalore.2005 The Company obtains a management contract to operate "The Pierre" in New York, USA. The Company entered into a management contract to operate the "Taj Exotica" in Palm Island, Jumeirah, Dubai. The Company obtained the operating agreement for the "Umaid Bhavan Palace" in Jodhpur.
2006 The Company acquires the "W" hotel in Sydney, Australia which is later renamed as the "Blue Sydney". The Company commences operation of its first wildlife lodge atMahua Kothi, Bandhavgarh.2007 The Company acquires the "Ritz-Carlton" in Boston, USA which is later renamed as the "Taj Boston." The Company commences operation of its second wildlife lodge atBaghvan, Pench.
MARKETING MIX STRATEGY OF TAJ HOTELS Products
RoomRestaurant and Bar.Meeting room and Banquet facilityAmenitiesServicesSafe deposit box
Special servicescourierChild careLaundryPetInternetTravel deskBabysittingWake-up call
Barber shopBoutiquesCurrency exchangeIn room telephone serviceExpress check -in and outFloristFront desk 24 hourGift shopMaid service
PRICE Taj hotel has set its price of the room on the basis of Business, Leisure and Luxury class.Rate
The Taj SuiteUS$-175Executive SuiteUS$ -125Standard sea view doubleUS$-75Standard sea view single US$-75The Taj LadyUS$-90
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,Colombo)
PROMOTION STRATEGY Promotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them areThe Taj Inner Circle.The Taj Junior League.The Taj Club.Taj also offer Taj surprises including weekend savers,value vouchers,book early get more, ADVERTISEMENT Business news paper(E.T, Financial Express, Bombay Times) T.V channels like STAR NEWS,CNN and CNBC. Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL.
Lobby- It being the first & the last part of the hotel that the guestsees,thus it should be well designed, also to ensure that the customer returns again the room should be comfortable and should have made his stay hassle free Process Major service encounter that extremely delighted or disappointed are:Check in.Bell person carrying luggage to the room.Food.Wake up callCheck out.
People Skilled personProfessional personPersonal AgentsTechnological personTravel agents
COMPETITERThe hotel has many competitors like The Oberai towersThe Marine PlazaThe Orchid.Le MeridianAcqusition-hotel blue diamond pune.