Research Proposal

(Version 1)

Comparative Analysis of 5-Star Hotels in Bangalore

Submitted By: Mukesh Singh Badal Agarwal Ketan Sharma Rohit Srivastava Chaithanya.R.P

Table of Contents
1. 2. 3. 4. Introduction Problem Statement Objectives Research Design 4.1 Type of Research 4.2 Data Sources 4.3 Research Approach 5. Sampling Plan 5.1 Target Population 5.2 Sampling Element 5.3 Sampling Method 5.4 Sample Size 6. Limitations 7. References

1. Introduction Hotels in India' have supply of 110,000 rooms. According to the tourism ministry, 6.4 million tourists visited India last year and at current trend, demand will soar to 12 million in 2014 - to accommodate 350 million domestic travellers. 'Hotels in India' has a shortage of 150,000 rooms fuelling hotel room rates across India. With tremendous pull of opportunity, India is a destination for hotel chains looking for growth. The World Travel and Tourism Council, India, data says, India ranks 18th in business travel and will be among the top 5 in this decade. Sources estimate, demand is going to exceed supply by at least 100% over the next 2 years. Five-star hotels in metro cities allot same room, more than once a day to different guests, receiving almost 24-hour rates from both guests against 6-8 hours usage. With demand-supply disparity, 'Hotel India' room rates are most likely to rise 25% annually and occupancy to rise by 80%, over the next two years. 'Hotel Industry in India' is eroding its competitiveness as a cost effective destination. However, the rating on the 'Indian Hotels' is bullish. 'India Hotel Industry' is adding about 60,000 quality rooms, currently in different stages of planning and development and should be ready by 2013. MNC Hotel Industry giants are flocking India and forging Joint Ventures to earn their share of pie in the race. Government has approved 300 hotel projects, nearly half of which are in the luxury range. Sources said, the manpower requirements of the hotel industry will increase from 7 million in 2006 to 15 million by 2013. With the USD 23 billion software services sector pushing the Indian economy skywards, more and more IT professionals are flocking to Indian metro cities. 'Hotel Industry in India' is set to grow at 15% a year. Already, more than 50 international budget hotel chains are moving into India to stake their turf. Therefore, with opportunities galore the future 'Scenario of Indian Hotel Industry' Bangalore, being the I.T capital of India is at the fore front of this boom on hospitality industry. With world renowned hotel chains such as JW Marriott, Movenpick entering into the luxury segment of the hotel

industry in Bangalore. Hence, Bangalore has become an important destination for luxury hotel chains to enter into Bangalores high potential market.

2. Problem Statement To find out the factors responsible for the shift in customers (i.e,B2B) preference from ITC Windsor to ITC Gardenia.

3. Objectives This research study aims to: To find the major factor responsible for this shift in preference. To find the strengths & weakness of ITC Windsor. To get valuable feedback from the customers which would help ITC Windsor improve its services 4. Research Design 4.1Type of Research This research has the characteristics of a descriptive research. This study aims to provide insights into the reasons behind shift in customers preferences among the two ITC Hotels. This research shall be performed through interviewing the B2B customers of ITC Windsor & Gardenia. The method of research is quantitative. 4.2Data Sources Primary Source: Data collected by interviewing the customer Secondary Source: Data given by the company 4.3Research Approach This research approach is survey based. The survey shall be conducted through series of personal and telephonic interviews with the target population. 5. Sampling Plan 5.1Target Population The target population constitutes of the B2B customers of ITC Windsor 5.2Sampling Element Sampling element in the dormant customer of ITC Windsor

5.3Sampling Method Probabilistic sampling is used in this study 5.4Sample size A sample size of 50 has been finalised.

6. Limitations of the study This scope of this study is limited only to the two hotels in Bangalore and does not consider any other competitive player in the market. The customer preferences are not constant and may change during the period of the study.

7. References Marketing Research, By Mc Daniel & Jr Gates Marketing Research, By Naresh K. Malhotra & Satyabhushan Dash www.businessmapsofindia.com