Case Submitted to: Submitted by:

Dr. Nishith Bhatt Ashish Bhuva

Dhaval Parmar
Dashrath Chaudhary




Introduction
The Indian Hotels Company Limited
(IHCL) is branded Taj Hotels Resorts and
Palaces.
It was founded by J.R.D Tata in 1903.
It comprises 93 hotels in 55 locations
across India with an additional 16
international hotels.
Categories Of Taj Hotels
1. Luxury
Premium brand scale
Exotica ( Premium resort brand )
Safari ( wildlife lodge brand )
2. Vivanta by Taj
Upper upscale
Business and vacation destination
3. Gateway hotel
Upscale
4. Ginger hotel
Budgeted space
5. Jiva Spa



Hotels in India
15
1
4
21
19
23
10
Luxury
Exotica
Safari
gateway Hotel
Vivanta by Taj
Ginger
other
Hotels Outside of India
9
1
1
2
3
Luxury
Exotica
gateway Hotel
Vivanta by Taj
Ginger
STP
Segmentation
Leisure and business travelers
Targeting
Upper class, business travelers
Positioning
Prime location, luxury living


SWOT
Analysis
Strength

110 years experience in hospitality sector

Understanding customers needs

Integrity and respected brand

Passion for excellence

Innovation through learning

Location

Employee relationship & training

Weakness

Confused customer perception

Terrorist attack left a question over the

security

Opportunities
Introduce new hotels
Increasing number of tourists in India
Improvement in lifestyle of people




Threats
Change in economic condition
Socio political environment
Competition from international hotels chain
Foreign exchange fluctuation risks
Mainly dependent on Indian market


5 forces model
Threats from new entrance
Lower entry barrier
Growing market attract new player
It can capture market share

Threats from existing rivals
The Oberoi Hotels and Resorts
The Leela
ITC Group Of Hotels
Le Meridian


Conti
Bargaining power of buyers
Price sensitive customer
Prices are moderate in the industry
Bargaining power of suppliers
Switching supplier cost is less
Limited supplier
Availability of substitute
Mid size hotel

Taj is playing with different segment of
value offering. Is it risky?
No because different segment of the society
have their different needs
It focus on the needs and tries to successfully
meet it by its different business model.
like ginger for budgeted space.
Human resource is a need for
hospitality sector
Hospitality is a growing sector of the economy
It is mainly based on its strong and unique
workforce.
Tata group focused on engagement on work
force, its productivity and responsive system
for providing better service to its customer.
It focus on balance score card method, it is an
automotive system implemented in all its
branches.
Conti.
It implemented speed plus programmed to
enhance quality of service for its junior
management level employee.
It also introduce guest feedback management
programmed for improving satisfaction of its
customer and its delight.
It always focus on service excellence.



Thank you