Presented byGaurav SolankiMBA semester -1 (finance)

Hotels & Resorts

The Taj Hotel

• The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj Hotels Resorts and Palaces.

• It is recognised as one of Asia's largest and finest hotel company.

• Incorporated by the founder of the Tata Group, Mr. Jamsetji N. Tata.

• The company opened its first property, The Taj Mahal Palace Hotel, Bombay in 1903.

• The Taj, a symbol of Indian hospitality, completed its century year in 2003.

Mumbai

Introduction •Currently the Taj Hotels Resort and Palaces owns and operates 93 hotels in 55 locations across India with an additional 16 international hotels in the Maldives, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East and employ over 13000 people

•Taj Hotels is categorised as luxury and leisure.

•Taj luxury Hotels offer a wide range of luxurious suites with modern fitness center, rejuvenating spas, and well- equipped banquet and meeting facilities

•The Taj Leisure Hotels offer a complete package that can be enjoyed with the whole family

•It provides exciting activities ranging form sports, culture, environment, adventure, music and entertainment.

•The Taj Business Hotels Provide the finest standard of hospitality

History Of Taj

•The HOTEL was built at a cost of more than Rs4 crore. It was the first building in Bombay to be lit by electricity.

•The Taj boasts a series of firsts in Indian hospitality.

•The imposing edifice of the TAJ is an amalgam of styles that range from Moorish domes to Oriental and Rajput architecture.

•During World War I (1914 to 1918), THE HOTEL was converted into a 600-bed hospital.

•The Taj had Mumbai's first-ever licensed bar, the Harbour Bar (bar license No 1).

•India's first all-day dining restaurant, and the country's first international discotheque.

•In 1947, independent India's first speech to industry was made at the HOTEL.

•The Company then undertook major expansion of The Taj Mahal Palace & Tower, Mumbai by constructing an adjacent tower block and increasing the number of rooms from 225 to 565 rooms.

•With the completion of its initial public offering in the early 1970s, the Company began a long term programme of geographic expansion and development of new tourist destinations in India which led to its emergence as a leading hotel chain in India.

• From the 1970s to the present day, the Taj Group has played an important role in launching several of India's key tourist destinations, working in close association with the Indian Government.

•The Taj Group has been active in converting former royal palaces in India into world class luxury hotels such as the Taj Lake Palace in Udaipur, the Rambagh Palace in Jaipur and Umaid Bhawan Palace in Jodhpur.

•In 1974, the Taj Group opened India's first international five star deluxe beach resort, the Fort Aguada Beach Resort in Goa. The Taj Group also began its business in metropolitan hotels in the 1970s, opening the five-star deluxe hotel Taj Coromandel in Chennai in 1974, acquiring an equity interest and operating contract for the Taj President, a business hotel in Mumbai, in 1977, and opening the Taj Mahal Hotel in Delhi in 1978.

Board Of DirectorCyrus P. Mistry Chairman(Board of Director of TATA Group) (w.e.f. December 28, 2012)• Tata Industries Ltd.• The Tata Power Company Ltd.• Tata Sons Ltd.• Tata Teleservices Ltd.• Tata Global Beverages Ltd.• Tata ConsultancyServices Ltd.• Tata Steel Ltd.• Tata Motors Ltd.• Tata Chemicals Ltd.

Ratan N. Tata Chairman(retired w.e.f. December 28, 2012)

• Raymond Bickson's experience in hospitality spans thirty years and four continents.

• In January 2003, Mr. Bickson moved to India and joined the Board as Executive Director & Chief Operating Officer of Taj LUXURY HOTELS, overseeing the operations of all luxury properties and playing a key role in the global expansion and development of future HOTELS. He assumed the role as Managing Director & Chief Executive Officer of The Indian Hotels Company Limited in July 2003.

• Mr. Bickson brings extensive INTERNATIONAL HOTEL experience to the Taj Group.

Mr. Raymond Bickson (Managing Director) Till 31 august 2014

Mr. Rakesh Saran(Managing Director and Chief Executive Officer from 1st September, 2014)

• Mr. Sarna will take over from Mr. Raymond Bickson.

• He was development and management of all owned, managed and franchised hotels across all Hyatt

MD & CEO

• Vivanta By Taj, is an Indian Hotels chain established in September 2010.It is a part of The Indian Hotels Company Limited a subsidiary of the TATA.

• With this the brand Taj rolled over 19 of its hotels to the new brand.

• Vivanta by Taj is marketed as an Upper Upscale Brand which is flanked by the Taj in the top-end luxury department.

• Gateway is a mid-market brand, positioned below the Vivanta.

• It contains properties in business and vacation destinations like Vivanta does.

• The Gateway Hotel brand was created by Taj in its earlier market segmentation effort in the 1990s, and has been retained and expanded in the current wave of brand-segmentation.

Ginger Hotels

• Ginger Hotels is another group of economy hotel brand across India launched by the Tata Group

The Gateway Hotels and Resorts

Segment, Target Group, Positioning

Segment Leisure and business travelers

Target Group Upper class, business travelers

Positioning Prime location, luxury living with Indian values

THE TAJ GROUP OF HOTELS SEGMENTATION

TAJ 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.

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Positioning• Through print

media• Electronic

media• Magazines• Online

advertising

Targeting• Targeting is a

group of people who have common need, and behavior.

• Business class• Upper class• Tourists

SWOT ANALYSIS

Strength

1. Group comprises 93 hotels in 55 locations across India with an additional 16 international destinations.

2. Employee strength over 13000 people.

3. The perfect experience of Indian luxury living.

4. Employee retention due to good brand image..5. Considered to be the most premium hotel chain in India.

6. Top-of-the-mind brand recall.

Weakness 1. Limited market share due to tough competition from international and domestic players means.

2. Terrorist attacks left a question over the security.

Opportunity1. Introduce better membership plans.

2. Improve hygiene standards.

3. Upgrade to international methods of work.

Threats

1. Other heritage properties.

2.Competitors upgrading to international standards of work ethic.

3. Expectation of clients in terms of technological development.

Competitor

• Leela Group of Hotels

•Oberoi Hotels and Resorts

•Hyatt

•Le Meridian

Customer

Relationship

Management

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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

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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 MarketingPersonal Selling , Customer

Service Center, Service Encounters , Services capes

External Marketing Communication Advertising Sales Promotion Public Relations

Direct Marketing

Company

CustomersEmployees

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)

• 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

Internal Marketing

Customer Loyalty Programs ( Retention)

• Taj Inner Circle

• Taj Epicure Plan

• Benefits That Customers Enjoy As A Silver & Gold Member– Customers will be greeted with flowers & fruits in their room– Check-in & departure formalities will be easier, faster & flexible– Receive special discount on rooms at Taj leisure hotels– Avail of double occupancy at no extra cost– Entitled to a priority wait-list

• Points Redemption

• Taj Club

Information system in Taj Hotels

Serenata IntraWare• Connects all 75 hotel of Taj and have centralized

software• The scenario or the problem

– Problem of fragmented distributed information– Problem of delicacy and missing of data– Scalability Issues: incorporating new hotels in

the chain involved consuming and time processing process

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Financial Highlights 2013-14 2012-13 (Crores) (Crores)

• Gross Revenue 1,977.33 1,924.79

• Expenses - 1,761.13 1,701.67

• Profit Before Tax and Exceptional Items 216.20 223.12

• Loss Before Tax (520.90) (209.79)

• Loss After Tax (590.49) (276.61)

• Dividend - @ 69.40

• Retained Earnings * 218.77 * 152.01

• Total Assets 6,766.37 7,225.39

• Net Worth 2,693.84 3,307.65

• Borrowings 2,690.60 2,522.27

Conclusion & Recommendation

• Strict compliance to the SOPs(Standard Operating Procedures)

• Improvement in knowledge & skill set of employees

• Customer centric vis-à-vis profit centric approach• Stopping unethical practices especially in seasons• Treat all the customers equally• Taking feedback not only from external customers

but also the internal customers i.e., the employees.

• Proper check on the hotel staff’s and processes’ efficiency by the management, say by employing Mystery Customers.

• Keeping regular track of the sales data for further leads and follow up

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Thank you