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CASE STUDYCASE STUDY

TAJ HOTELS TAJ HOTELS RESORTS & PALACESRESORTS & PALACES

PREPARED BY-

ATUL MISHRA ( PGMF0911)

RAKESH KUMAR (PGMF0917)

SUSHANT KHERA (PGMF0924)

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Head officeHead office The taj group’s corporate office is located at:-The taj group’s corporate office is located at:- Oxford house, Oxford house, 15/17 NF road Apollo bunder 15/17 NF road Apollo bunder Mumbai- 400001 Mumbai- 400001

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VISIONVISION

• The 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

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Cont….Cont….

• Our 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

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introductionintroduction

• The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces.

• It was founded by Jamsetji N. Tata on December16, 1903.

• Asia’s largest & finest group of hotels• 80-85 hotels at present in 42 locations in

India & 19 countries

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• The Taj hotels are categorized as luxury, leisure and business hotels.

• taj hotel offers unrivalled fusion of Indian warm hospitality, world class service and modern luxury

• The Taj Luxury Hotels offer a wide range of luxurious suites with modern fitness centers, rejuvenating spas, and well-equipped banquet and meeting facilities.

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• It 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

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Management

Mr. Abhijit MukerjiExecutive Director – Hotel Operations

Mr. Veer Vijay SinghChief Operating Officer – Upper Upscale Hotels

Ms. Jyoti NarangChief Operating Officer, Luxury DivisionTaj Hotels Resorts and Palaces

Mr. P. K. MohankumarChief Operating OfficerGateway Brand

Mr. Rajiv GujralChief Operating Officer &Sr. Vice President Mergers, Acquisitions & Development

Mr. Prabhat PaniChief Executive OfficerRoots Corporation Limited

Mr. Raymond BicksonManaging Director & CEO

Mr. Anil P. GoelExecutive Director - Finance

Mr. Ajoy K. MisraSr. Vice PresidentSales & Marketing

Mr. Prakash V. ShuklaSr. Vice President Technology & Chief Information Officer

Mr. H.N. ShrinivasSr. Vice President - Human Resources

Mr. Sumit GuhaVice President Development and Projects

Mr. Sanker ParameswaranVice President Legal & Company Secretary

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• 1903 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

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• 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.

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•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.

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• 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 at Mahua 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 at Baghvan, Pench

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• 2008

Taj's flagship property in the United Kingdom, 51 Buckingham Gate's South Indian restaurant, Quilon has received the ultimate culinary accolade - a Michelin star.

Taj Hotels Partner with Saraya Islands to Operate Taj Exotica Hotel in Ras Al Khaimah, United Arab Emirates.

Taj Hotels and the Tashi Group join hands to create the new benchmark for premium hotels in Bhutan - Taj Tashi Bhutan.

ALDAR Hotels and Hospitality and Taj Hotels enter into an exclusive agreement involving a number of hotel projects. The first hotel to be developed by ALDAR Hotels and Hospitality under the agreement is a five-star, 500 room luxury resort hotel which will be in a spectacular waterfront location on ALDAR's mega entertainment destination, YAS Island.

The Taj Safaris circuit will be complete in Madhya Pradesh with the addition of two more luxury lodges in Panna, Pashan Garh and Kanha, Banjaar Tola.

Ginger (economy hotels) is our revolutionary concept in hospitality for the

value segment. Intelligently designed facilities, consistency and affordability are hallmarks of this brand targeted at travelers who value simplicity and self-service.

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MARKETING MIX STRATEGY OF MARKETING MIX STRATEGY OF TAJ HOTELSTAJ HOTELS

Products

Room

Restaurant and Bar.

Meeting room and Banquet facility

Amenities

Services

Safe deposit box

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Special servicesSpecial services

• courier• Child care• Laundry• Pet• Internet• Travel desk• Babysitting• Wake-up call

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•Barber shop

•Boutiques

•Currency exchange

•In room telephone service

•Express check -in and out

•Florist

•Front desk 24 – hour

•Gift shop

•Maid service

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PRICEPRICE

.

US$-90The Taj Lady

US$-75Standard sea view single

US$-75Standard sea view double

US$ -125Executive Suite

US$-175The Taj Suite

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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)

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PROMOTION STRATEGY Promotional schemes are carried on regularly the hotel

has many loyalty programe,clubes,membership,previlage etc some of them are

• The 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.

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Taj ClubTaj Club

• Airport transfers to and from the hotel by limousine. • Private on-floor check-in and checkout with a welcome

drink served in the room. • Access to the exclusive CLUB LOUNGE. • 24-hour valet service

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TAJ WAYTAJ WAY

• Complimentary pressing of laundry throughout the stay.

• Deluxe Continental breakfast buffet at the CLUB LOUNGE from 0700 to 1000hrs. • Tea at the Club Lounge throughout the day. • To ‘dazzle and delight’ our guests is our principle operating belief. It must be

known, owned and practiced by all. • We will adhere to the Taj Core Values (Center) and exhibit the highest standard

of personal behavior and ethics. • We encourage teamwork and treat each other with respect and dignity. • The four steps of service are the basic foundation of Taj Hospitality. We will

provide our guests with personalized, warm and caring service. • We will continuously improve our skills and knowledge in order to enhance

service to our guest

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• We will adhere to the prescribed grooming and hygiene standards. • We will escort our guests at all times instead of pointing out directions. • We will answer all telephone calls within three rings and with a smile. • We will communicate all guest preferences and feedback and will

ensure that this feedback is recorded. • We will own, resolve and report all guest complaints and difficulties

that come to our attention, braking away from our routine work to address guest problems.

• We are ambassadors of the Taj both within and outside our work place. We will always talk positively about our company, our guests and colleagues.

• We will be sensitive to the impact of our operations on the environment and continuously aim reducing wastage of resources such as energy, water and food.

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Physical Evidence

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.

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PeoplePeople

• Skilled person• Professional person• Personal Agents• Technological person• Travel agents

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STP analysis

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SegmentationSegmentation

• Geographical segmentation• Demographical segmentation• Psychographic segmentation• Behavioral segmentation

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PositioningPositioning

• Through print media• Electronic media• Magazines• Online advertising

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TargetingTargeting

• Targeting is a group of people who have common need, and behavior.

• Business class• Upper class• Tourists

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Taj group of HotelsTaj group of Hotels SBU’SSBU’S

• luxury• business• leisure

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Taj luxury hotels in IndiaTaj luxury hotels in India

• Taj mahal palace & towers, Mumbai• Taj coromandel, Chennai• Taj mahal hotel, new Delhi• Taj palace hotel, new Delhi• Taj Bengal, kolkatta• Taj west end, Bangalore• Taj Krishna, Hyderabad• Taj land’s end , Mumbai• Rambagh palace, jaipur• Lake palace, udaipur• Umaid bhawan palace, jodhpur• Taj Wellington mews, Mumbai

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Taj hotels in business unitTaj hotels in business unit

• Taj residency ummed , Ahmedabad• Taj residency , aurangabad• Taj residency, Bangalore• Taj residency, calicut• Taj connemara, Chennai• Taj residency, ernakulam• Taj banjara, Hyderabad• Taj residency, nashik• Taj residency, lucknow• Taj president, Mumbai• Blue diamond, pune• Taj residency, vishakhapatnam• Gateway hotel , Bangalore• Taj ambassador, New Delhi• Taj residency, Hyderabad• Taj residency,indore• Taj residency, vadodra

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Taj leisure hotelsTaj leisure hotels

• Jai mahal palace, jaipur• Taj gateway Riverview lodge-chiplun• Fisherman’s cave, Chennai• Fort auguada beach resort , goa• The auguada heritage, goa• Taj exotica, goa• Taj holiday village, goa• Taj garden retreat, chikmagalur• Taj garden retreat, coonoor• Taj garden retreat, kumarakom• Taj garden retreat,madurai• Taj garden retreat, thekkady• Taj garden retreat, varkala• Taj cultural centre hotels• Taj view hotel, Agra• Taj Ganges , benars• Taj Malabar, cochin• Taj hari mahal, jodhpur• Hotel chandela, khajuraho

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Taj hotels in taj international Taj hotels in taj international sbu’ssbu’s

• Taj exotica,bentota, sri lanka• Taj tashi thimpu, Bhutan• Taj samudra, Colombo, sri lanka, business • Taj airport garden hotel , Colombo, sri lanka, business• Taj palace hotel, Dubai, business• Rebak marina resort , langkawi• Crowne plaza London , st. James, London, luxury• 51 Buckingham gate luxury suites & apartments, London, luxury• The quilon restaurant & bar , London• The Bombay brasserie restaurant , London• Taj pamodzi hotel, Lusaka, Zambia, business • Taj exotica resorts & spa, Mauritius• Taj exotica resorts & spa, Maldives, luxury• Taj coral reef resort , Maldives

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Cont….Cont….

• The Pierre, new York , luxury• Taj Sheba hotel, Sana’a ,business• Taj Denis island , Seychelles• Blue, Woolloomooloo bay, Sydney• Taj Lexington hotel, New York• Taj executive plaza, Chicago• The Princeton hotel, Dubai• Admiral plaza, Dubai• The Hampshire hotel, Washington D.c• Soar beach hotel, Oman• The Canterbury, hotel, Washington D.c• Taj jumariah hotel, palm jumariah island, Dubai• Hotel de l’ annapurna, Katmandu

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Taj other hotels properties in Taj other hotels properties in IndiaIndia

• Taj kuteeram,Bangalore• City inn,baramati• Ramgarh lodge, jaipur• Manjarun hotel, Mangalore• The gir lodge, sasan gir• The sawai madhopur lodge, madhopur• Usha kiran palace, gwalior• Savoy hotel, ooty• Rawal kot hotel, jaisalmer

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TAJ SATS (TAJ SATS- Singapore TAJ SATS (TAJ SATS- Singapore airport terminal services)airport terminal services)

• Taj also has air catering service i.e. taj air caterers known as TAJ SATS (TAJ SATS- Singapore airport terminal services)

• Taj sats is a flight catering company being jointly run by taj group & sats. Because taj merged with sats in 2001.its a joint venture of 2 groups. It has operations in the following metropolitan cities of India

• Delhi• Mumbai• Kolkatta• Chennai

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taking its legendary hospitality to an all-new level, Taj introduced Taj Air – an exclusive charter service that offers travelers higher levels of safety, efficiency and reliability in the comfort of their very own aircraft. In addition to the existing fleet of Falcon 2000 jet aircrafts, Taj Air has expanded to include a brand new Falcon 2000LX jet and P.180 Avanti II turbo-prop aircraft.

True to our standards, we have our very own maintenance facility, built at an approximate cost of US$ 2.5 million, which not only allows us to maintain our own aircraft, but also supports other aircraft. Taj Air is manned by a dedicated team of ground engineers certified by the aircraft manufacturer, and an experienced crew trained at Flight Safety international, which ensures service that’s unobtrusive, yet attentive. What’s more, a modern fleet - the youngest available in India for air charter, is available at your request. Just so that you have quicker access to destinations across the world.

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inditravel was formed in 2002, post the acquisition of the 18 year old agency Stallion Travel Services Pvt. Ltd. by The Indian Hotels Company Limited.

Headquartered in Mumbai, with branches in 34 locations across India, Inditravel is a professionally managed travel agency providing total travel management solutions. Affiliated to IATA, UFTAA, PATA, TAAI and the Department of Tourism, India. Inditravel offers the following services:

International air ticketingDomestic air ticketingRail ticketingHotel BookingsCar RentalsVisasPassport AssistanceForeign Exchange AssistanceGlobal TelecardsMedical Insurance

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Hierarchy Hierarchy

VICE PRESIDENTGENERAL MANAGERRESIDENT MANAGERFRONT OFFICE MANAGEREXECUTIVE CHEFEXECUTIVE SOUS CHEFSOUS CHEFEXECUTIVE HOUSEKEEPERASST.EXE HOUSEKEEPERFOOD & BEVERAGE MANAGERASST. F&B MANAGER(ALL F&B OUTLET)ASST. F&B MANAGER(RESTURANTS)ASST. F&B MANAGER(BANQUETS)EA.M. ACCOMODATIONSFINANCIAL CONTROLLERLAUNDRY MANAGER

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• SECURITY MANAGERSECURITY MANAGER• ASST. SECURITY MANAGERASST. SECURITY MANAGER• STEWARDING MANAGERSTEWARDING MANAGER• CHIEF ENGINEERCHIEF ENGINEER• BUTLER OPT. mgrBUTLER OPT. mgr• DIRECTOR OF SALESDIRECTOR OF SALES• BUSINESS EXELLENCE MANAGERBUSINESS EXELLENCE MANAGER• AREA MANAGER TRAVEL DESK SERVICESAREA MANAGER TRAVEL DESK SERVICES• REVENUE MANAGERREVENUE MANAGER• FITNESS CENTRE MANAGERFITNESS CENTRE MANAGER• MANAGER LEARNING & DEVELOPMENTMANAGER LEARNING & DEVELOPMENT

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CORE DEPARTMENTSCORE DEPARTMENTS

• Food & beverage• Food production• Accommodation operations• Front office

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Services provided under food & Services provided under food & beveragesbeverages

• Coffee shops• Lounge• Specialty restaurants• Banquets• Discotheque• Room service

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Services provided under front officeServices provided under front office

• Reservations• Bell desk• Guest relations• Business centre• Concierge• Travel desk• Information & reception

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Services provided under Services provided under accommodationsaccommodations

• Room cleaning• Laundry service• Replacing toiletries• Replacing linen items

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Other departmentsOther departments

• Security• Human resource• Marketing & sales• Purchase• Training & development• Maintenance & engineering• Public relations• Finance• Quality

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Challenges for Taj Hotels Challenges for Taj Hotels

• Shortage of skilled employees• Retaining quality workforce• Shortage of rooms• Intense competition and image of India• Customer expectations• Manual back-end

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MAJOR COMPETITORSMAJOR COMPETITORSIN INDIAIN INDIA

• The Oberoi group of hotels• ITC

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COMPETITORS GLOBALLYCOMPETITORS GLOBALLY

• Starwood hotels & resorts• Gaylord hotels• Intercontinental • Hilton group• Sheraton• Biltmore hotels• Fairmont hotels & resorts

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Competitors on the other frontCompetitors on the other front

• Coffee shops• Restaurants• Fast food chains• Pubs• Nightclubs

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