MARKET ANALYSIS OF

TAJ GROUP
HOTELS

GROUP 2: ROLL NUMBERS 11-

20 and 53
MARKET POSITION

Taj Hotels Resorts and Palaces is south Asia’s largest hospitality

chain.

Taj was the first to introduce international cuisines like Sichuan,

Thai, Italian, and Mexican in India. In another innovative initiative, a
year ago, Taj introduced PURE at Taj Lands End, Mumbai—India’s
first restaurant focused on organic ingredients.

Internationally, Taj Hotels is generating brand awareness through

niche promotions like participation in global travel exhibitions and
marketing alliances (a recent one was the alliance with Okura Hotels
and Resorts, a leading international hotel chain in Japan).

There are 17 hotels under the Taj Luxury Hotels portfolio, with
eleven in India and six abroad. They include The Taj Mahal Palace &
Tower in Mumbai, Rambagh Palace in Jaipur, Umaid Bhawan Palace
in Jodhpur and Taj Lake Palace in Udaipur. The hotels outside India
are Taj Exotica Resort & Spa in Maldives, Taj Palace Hotel in Dubai,
51 Buckingham Gate in London, Taj Exotica Resort & Spa in
Mauritius, Taj Denis Island in Seychelles and The Pierre in New York.

MARKET OBJECTIVES
The Taj Group has won global praise for its quality hotels, its
excellence in business facilities, services, cuisine and interiors.
NATIONAL GROWTH-Taj will add 80 Luxury Residences at the Taj
Wellington Mews, Mumbai, as well as rooms added at Taj Lands End,
Mumbai and Taj West End, Bangalore. The Taj Lands End is a hotel
built with a capacity of 500 rooms with an additional 50,000 sq. ft.
approximately that is yet to be built. They will aim to reach this
capacity over the next two years, which will include adding rooms
and developing high-end offices or retail space created in the new
50, 000 sq. ft. block. Taj West End will have approximately 175
rooms added to it over the next two years. IHCL continues to pursue
management contracts in India as well as in South and South East
Asia. Associate companies viz. Taj GVK Hotels & Resorts Limited and
Oriental Hotels Limited are also in the process of setting up
properties in Chandigarh and Bangalore respectively, which would
add to the properties under the Taj group. IHCL has secured two
management contracts for a high end luxury resort and an
upmarket resort in Kovalam, Kerala.

PRODUCT FOCUS
To infuse a sense of Indian heritage and culture within each diverse
property, while also anticipating the needs and desires of the
sophisticated traveller.

CONSUMER FOCUS
Four Steps of Service:
1. A warm and sincere welcome. Use the guest name,
whenever possible.
2. Fulfil guest needs and provide anticipatory service.
3. Defect free products and services.
4. Fond farewell using the guest name, whenever possible.

IMAGE
Over the years, the Taj has won international acclaim for its quality
hotels and its excellence in business facilities, services, cuisine and
interiors.
'second to none, east of the Suez’
'The symbol of India's warmth and hospitality’
Tajs brand a symbol of luxury and service the world over.

INTERNATIONAL GROWTH
Taj Hotels expanded its global footprint by securing management
contracts at Palm Island, Jumeirah in Dubai, Saraya Islands in Ras Al
Khaimah, Aldar Group in Abu Dhabi, UAE Langkawi in Malaysia and
Thimpu in Bhutan. The most significant additions to the portfolio
have been The Pierre, the iconic landmark hotel on New York's Fifth
Avenue, Taj Boston and Blue, Sydney.

CORPORATE SOCIAL RESPONSIBLITY

Committed to serve its many local communities by furthering
education and skills training, particularly among rural populations;
preserving Indian art, culture and wildlife, and promoting
sustainable, environmentally sound operations.

Taj Hotels Resorts and Palaces presented EARTH (Environment

Awareness & Renewal at Taj Hotels). Implemented schemes such as
The Gangotri Glacier Clean-Up Expedition, as well as designated
Earth rooms, which minimise environmental impact, Taj is one of
Asia’s largest group of hotels to commit to energy conservation and
environmental management.

MARKET SHARE

In a bid to grab the larger market share in the hospitality industry

and strengthen its brand, the Taj Group of Hotels has launched a
major upgradation programme of its business hotels both in India
and overseas.

MARKET STRUCTURE

In the last decade, the recognition of India’s IT talent has seen the
influx of corporate multi-nationals like Microsoft and IBM, matched
by international hotels chains like Hyatt, Intercontinental, and
Hilton. With a multitude of brands vying for space in the burgeoning
hospitality industry in India, there is now intensified competition for
homegrown brands like Taj Hotels, Oberoi Hotels, and Leela Hotels
and Resorts.