Case Study

On
The Taj Hotels
Submitted To

Department of Business Administration

Southeast University
Submitted By
Md. Shahnewaz
ID.20110100003
Program BBA; Batch 27th
Major Area: Finanace
Department of Business Administration
Southeast University

Southeast University
Date of Submission:August 23,2015

Introduction : Taj Hotels is a part of Tata Group, one of the India's largest business
companies. Jamshetji Nusserwanji Tata is a founder of Tata group who opened the Taj Mahal
Hotels on 16 December 1903. The Taj hotels were built in the time were Indian are not allowed
in the luxurious hotels in the period of British India. Legendry Jamshetji Nusserwanji Tata, the
first Indian industrialist who built the India's first luxury hotel in the year 1903 for 500,000.
This hotel recognized as asias largest and finest hotel companies .They open thier international
presence like US,UK,Srilanka ,Maldives,Middle east,Australia etc and expanded with 73 hotels
in 15 countries on continents ,more than 9200 rooms.
Core Value of The Taj Hotels and thier other hotels :

Integrity & Respect

Passion fpr excellence
Exceed expectations
Innovation
Sense of Urgency & Accountability
Social Responsibility
Joy at work.

Competitive Strategy :
The Taj hotel its branding hotels like Vivanta & Gateway hotels are mainly following two
strategy in thier business process . They are given below with proper explanation.

Differentiation strategy : A differentiation strategy calls for the development of a product

or service that offers unique attributes that are valued by customers and that customers perceive
to be better than the product of competitors .
So that The Taj Hotel al the time try to develope new design,Services and facilities for thier
customers .For instance : Product upgradation like expand the room sixe into 6500 Square feet ,
one floor guest room and jiva spa.They also open New Hotel chain in the differnet location for
tjeir customers suitability like ginger hotel ,Vivanta ,The gateway hotel in the deifferent state of
india & outside the india as well .

Low cost strategy : The Taj hotel also focused on relativly low cost but the services will be
high enough ,they think if the cost of staying in this hotel is good enough than more visitor will
be come .So More visitor more money they belived in this tag line .

Internal controll system and thier adequacy :

The internal audit process,through its unique Taj positive Assurance Model,Which is an
objective methodolgy of providing a positive assuarance based on the audits of operating units
and corporate functions ,is a convergence of process framework,risk and controll matrix .
The focus of these review are :
1.Identify weakness and areas of improvement
2.Compliance with defined policies and processes
3. Safeguarding of tangible and intangible assets
4.Management of business and operational risk
5. Compliance with applicable statues
6.Compliance with the tata code of conduct .

External Environment inflience :

1.Socio-Political Risks
2.Company-Specific risks
3.Competitors
4.Government Vareity toles & regulation
5.Foreign exchange fluctuation risk.
6.Heavy dependence on india.
7.Demographics
8.Technology

Competitors :
1.Leela Group of Hotels
2.Oberio Hotels and Resorts
3.Hyatt

SWOT Analysis
Strengths :
1.75 Properties in 40 locations across india and 18 internation hotels.
2.It effective and efficient management techniques and staff.
3.The various initiatives taken like ,rollout of customer feedback system ,Tata business
excellence model ,IT initiatives ,Ginger hotel ect.
Weaness :
1.Its huge competitors like : Oberoi,Leela,Oriental,ITC etc.
2. As a popular group ,it is always in the eyes of the terrorists.
3.Lack of skilled labour.
Opportunity :
1.Tourism sector leading to rapid growth markets in india.
2.Rapid expansion in both International and domestic destination.
3.Meeting growing demVnd in the budget and mid-market segments.
Threats :
1.Mainly to the markets in which the group operates and general factors related to the tourism
industry .
2. Growing presence of internationa hospitality chains competing in the luxery and business
segments ,to meet excess demand situation.
3.Slowdown of international demand resulting in reduction of revenues .

Conclusion :
Due to the attractive location and the traditional architecture it gain more stunning responsible
from the foreign audience. Because of these key elements it gains an iconic status of the most
iconic hotel in India. Taj is the only hotel which has its own aerated water plant, laundry,
electroplating and brushing machine for its silver ware.