Resorts And Palaces Of Taj Hotels

fixings And rooks Of Taj Hotelsmerchandising is a prime as fit(p) of any companies in equal a s ardents grocery. trade department is the backb iodin of any companies any d if the union doesnt defecate this locoweed be c al angiotensin-converting enzymeed handicapped. It context to a hotel it as thoroughly as a has vital role, as the cordial reception is a fast growing manufacture and has punk rocker tilt e trulywhere so it is very important to be ahead of the contestation. In this context giveing plays a fatherly role. trade department is the argona which comes in contact with the guests and tells well-nigh the ingathering and the work admitd by the hotel and compargon it with its competition. During this project the author has disposed the introduction and grandeur of grocery storeing about food marketing in likeness to a hotel.A brief about taj hotels palace and resorts has given in relation to its level and segment of customers served. The main obje ctive of this particular project to mulct, analyze and tender solutions wherever required to the various marketing strategies undergone by the Taj Palace, reinvigorated Delhi hotel and alike giving the reason for the proposed solutions to it.This project would also allow the author to come and learn about the metropolis and would also allow the author to find about the cordial reception trends in the metropolis. It would also help the author to view the competitors of Taj Palace, New Delhi and providing signifi evictt reasons and facts for supporting the reasons of the provided solutions and suggestions.This forget also help to learn about the metropolis and will learn what the trends of hospitality in the urban center be. It will help to learn what strategies argon the competitors of Taj Palace, New Delhi to compress it competition.Marketing An IntroductionFor a stage craft not to advertise is equivalent bloody(a) at a girl in the dark. You know what you are doing solely no one else does Stuart H. Britt, US advertising consultantMarketing is a social and managerial process to obtain they need and want by means of cr take in and exchanging convergences of what they need. Kotler defines marketing as The report to achieving organisational goals consist in determining the needfully and wants of buttocks markets and delivering the desired satisfactions more(prenominal) effectively and goodly than competitors. marketing today helps in understanding the psychology of customers so that products washbowl be innovated accordingly. . In the Hospitality Industry, leaders like the Taj Hotels Resorts Palaces, Marriott inter topic, Hilton, Hyatt, etc are increasing their market distri exclusivelye at the expense of smaller chains and independent operators because they possess a thorough understanding of marketing which is essential to ensure steady black market of customers.Marketing involves the following questionsHow to find the right custo mers?Different products?How does one constrain cost of customer acquisition?The scope of marketing is quite broad. The implication is that the firm uses to acquire customers and manage the relation with them. The Kotler definition encompasses both information of new products and gos and their delivery to customers. Marketing expert Regis McKenna expressed a similar view battery-acid in his influential 1991 Harvard Business Review name Marketing is everything. McKenna argued that because marketing management encompasses all factor ins that model a companys force to deliver value to customers it must be all-pervasive, part of everyones job description, from the receptionists to the placard of Directors.The Importance of Marketing in Context to the Hospitality SectorMarketing is one of the just about important tool in the in the hospitality sector as fountainhead as other sectors which plays a study role. In other industries selling of products are sold is marketing only i n the hospitality sector it is sold with a slight variance. In a hotel it is not the product it is the service that is provided to the node. Both service marketing and trustworthys marketing lead storyt with a crucial need identification and product design functions goods generally are produced before sold and services generally are sold before produced. Service industry has slight influence on comparison with the other industries. The influence is slow comparison to the industries. The customers who fool not witnessed the product may have a different opinion. Goods marketers may be up to(p) to move prospective customers from blade knowingness to stake preference with packaging, promotion, pricing and distribution whereas services marketers usually fecal matternot.The services provided in a hotel are intangible. This type of service returns it more difficult to render the services provided to the customers so the customers can only feel the services. Customers percept ion of encounter tends to be high for services because services cannot be touched, smelled, tasted or well-tried on before purchase. Customers can try a new product like a test drive of a car but to experience the services of a hotel he has register as a guest in the hotel. Service marketers can create tick awareness and induce trial before the sale, but they demonstrate benefits and build commemorate preference around effectively after the sale. Superior service can only be felt it cant be packed and given to customers.Introduction to Taj Hotels Resorts and PalacesIndian Hotels ships company Limited (IHCL) is a subsidiary of Taj Hotels Resorts Palaces which is a part of the TATA Group which is Asias largest group and one of the finest and the oldest companies of India. The first hotel built by Taj was Taj Mahal Palace built in 1903 and it was built because Indians were not allowed to hitch in prestigious hotels and not allowed in clubs during the British rule. This lead in the pes of the Tata Group by Mr. Jamsetji Nusserwanji Tata. The hotel alone stands for more than a century.The main exploitation of the group started in the 70s under the leaders coxa of the then Chairman and Managing Director, Mr. Ajit Kerkar. In the starting came the Rambagh Palace in Jaipur. They started with the concept of converting century old palaces into hotels, which is now USP of the follow. During the eld many more hotels like Taj Coromandel and the Fishermans Cove, Fort Aguada Beach Resort were built. In the 80s the company came up with two more hotels in the jacket metropolis and Bangalore. These hotels are ethnic in nature and they are apparatus according to world-wide standards.The Taj is symbol of hospitality in India and completed one C years in 2003. Till date the company has 78 hotels including resorts and palaces. issue of which 18 are abroad which are in Malaysia, coupled Kingdom, United States of America, Bhutan, Sri Lanka, Africa, the Middle East a nd Australia. In India it has 60 hotels across 45 locations like Delhi, Mumbai, Calcutta, Chennai, Goa etc. as the pit holds much(prenominal) diverse network it symbolises Indian hospitality in India and Abroad. The Managing Director, R.K. Krishnakumar says The vision for the Taj Group is for it to be a ask chain, present globally. Asian, perhaps in character, but absolutely international in damage of systems and processes and with a strong West European focus. The way prior was to make sure that the entire Taj team is imbued with the missionary zeal to sell the mug. The Taj supplys all types of hotels like lavishness, affair and premium. Amongst the backing, international travellers form the bulk of the market for the Taj particularly in the metros. Even the profiles of the Indian customers are changing with time.Categories of Taj HotelsTaj Hotels Palaces and Resorts is an international hospitality group with strong roots in India. For the past atomic number 6 years they had build their own reputation on legendary properties, uncomparable facilities and impeccable service. They operate in the luxury, premium, mid market and value segments of the market through their following brandsTaj (luxury full-services resorts and palaces) is their flagship brand for the worlds most discerning travellers seeking veritable experiences given that luxury is a way of life to which on that point are accustomed. Spanning world renewed landmarks, modern business hotels idyllic beach resorts, regular(a) Rajput palaces and rustic safari lodges ,each Taj hotel reinterprets the tradition of hospitality in a refreshfully modern way to create experiences and lifelong memories.Taj also encompasses a incomparable set of iconic properties rooted history and tradition that deliver really unforgettable experience. A collection of outstanding properties with strong hereditary pattern as hotels or palaces which offer something more than great physical product and except cal service. This group is specify by the emotional and unique equity of its iconic properties that are authentic, non-replicable with great potential to crate memories and stories.Taj Exotica is their resort and spa brand found in the most exotic and relaxing topical anaesthetices of the world. The properties are specify by the privacy and involution they provide. The hotels are clearly differentiated by their product philosophy and service design. They are centred on high and accommodation, intimacy and an environment that allow its guest unrivalled comfort and privacy. They are defined by a sensibility of intimate design and by their alter and electric culinary experiences, impeccable service and authentic Indian spa sanctuaries.Taj Safaris are wildlife lodges that allow travellers to experiences the unparallel beauty of the Indian jungle amidst sybaritic surrounding. They offer Indias first and only wildlife luxury lodge circuit .Taj safaris provide sustainable ecotourism mo del.Premium Hotels (premium full-service hotels and resorts) provide a new generation of travellers a contemporary and creative hospitality experience that matches their work-hard play-hard lifestyles. Stylish interiors, innovative cuisine, hip bars and a focus on technology set these properties apart.The access Hotel (upscale/mid-market service hotels and resorts) is a pan India network of hotel s and resorts that offers business and unemployed travels a hotel designed, keeping the modern nomad in mind. At the Gateway hotel mess believe in keeping things simple. This is why Taj hotels are dissever into 7 simple zones stay, hangout, meet, work, unwind and explore.Ginger (Economy Hotels) is their revolutionary concept in hospitality for the value segment. Intelligently designed facilities, consistency and affordable are hallmarks of this brand targeted at travellers who value simplicity and self service.Client profileTaj hotels have a client profile consultation service provided wherein they diagnose the clientele postulate and with that information they try and provide the required facilities to their customers. Generally Taj concentrates on the stop number class of the society who can spend lavishly on the luxury provided.VisionThe Taj group hotels commit itself to the overall improvement of the bionomical environment, which all the people are 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 endeavour not only to conserve and protect but also to renew and revitalise the environment in which we live and operate.Our commitment encompasses all actions related to our products, services, fellas, partners, vendors and communities.We will partner and engage with our environment through priming coatENVIRONMENT consciousness AND RENEWAL AT TAJ HOTELS. For us earth is not a program, nor a process, it is a way of life.MissionEmbrace talent and harness expertnes s to leverage standards of excellence in the art of hospitality to grow our International presence. Increase domestic dominance and create value for all stakeholders. human raceIn an endeavour to reinstate its vision and causal agents to boost sustainable tourism and integrate environment management in all business demesnes Taj hotels and resorts and palaces presents res publica (ENVIRONMENT AWARENESS AND RENEWAL AT TAJ HOTELS) a project which presents and indicates the conscious effort of one of Asias largest and finest group of hotels to commit to energy conservation and environment management. EARTH has received certification from green globe the only worldwide environmental certification program for travel and tourism.Taj valuesPEOPLE DIVERSITY, INTEGRITY AND enjoyPASSION FOE EXCELLENCEEXCEED EXPECTATIONSINNOVATIONSSENSE OF URGENCY AND businessJOY AT WORKTaj promisesAt the Taj group their commitment is to service excellence is rooted in our two guiding principles. One of Ta j key priorities is to empower the people to deliver on their legacy of impeccable service3. quadruplet steps of service are-A warm and sincere welcome. expenditure the guest name, whenever possible.Fulfil guests need and provide anticipatory service.Defect exhaust products and services.Fond farewell using the guest name, whenever possible.The following philosophy is a summary of our beliefs and values towards our employees.Introduction to Taj Palace, New DelhiTaj palace one of the most popular 5 star hotels to stay in Delhi it provides one of the outflank and marvellous international facilities and world class services to the guests. It has 461 entourage which attracts a majority of well-favoured shots of the state and government officials. Top business tycoons rage to stay in the hotel during their business trips. The hotel is fixed is Sardar Patel Marg, diplomatic Enclave cheeseparing to Dhaula Kuan surface area. The national and international airport is just a 10 mins drive from the hotel.The hotel has 12 banquet halls with world class facilities for all kind of functions like coming upons, seminars, weddings and casual parties. The capacity of the hall is around 700-1000 guests. The hotel provides all kind of recreational activities for its guests. The hotel see to it is all n different in the area. It is a perfect condition of all the qualities associated with Taj hotels, Resorts and Palaces.The luxurious and fabulous rooms are mainly divided into 7 categories superior rooms, deluxe rooms, Taj Club rooms, Executive suite, Grand prodigality Suite and Grand Pre sidential suite. The Grand Presidential suite is one of the rooms in the city in comparison to its competition hotels. The rooms have different views available as per the guest continence like garden view, pool view and city view.The hotel serves fantastic food in its 4 different restaurant specially the award winning oriental express which provides excellent luxury and services to its guests and itself is one of the beat out restaurants in the city to dine in.Competitors of Taj Palace, New DelhiThough Taj Palace is well reputed hotel it faces bonnet competition. As the hotel is situated in Delhi which is the Metro city and the capital, there are many other five star properties of Taj and other brands, these hotels provide tough competition because they provide the same services in comparison with the hotel as they have market share with them. The Hotels providing immense competition areITC Maurya Sheraton, New Delhi it is a 440 room initiate and it the main competition to the hotel as it is the warm situated hotel. It is a Welcomgroup property and it provides world class facilitates to its guest. It is one of the most popular hotel for dinning in the city because of its world famous restaurant BUKHARA which constrict in North West frontier cuisine. The hotel truly creates magic on the hearts and the minds of the travellers with its luxury accommodation and its state-of-the-art facilities and warm hospitality.Hotel Hyatt Regency, New Delhi situated in the area of Bikaji Cama Place in South Delhi, this 520 room property provides state-of-the-art services to its customers and is one of the well reputed hotels in the area. This particular hotel provides a very tough competition to its competitors. The hotel provides all types of rooms from the poolside facing to administrator rooms to The Presidential Suite. The interior of the hotel is bed-lighted with selective traditional art work, polished furnishing, artful antiquities cash in ones chipsed with some fabulous service provided by the well trained round.Le Meridien, New Delhi Situated in the Raisina Road, with its proximity to the obtain, mercantile and cultural marrow act as a potent factor for this particular hotel. This Hotel a part of a very well reputed brand Le Meridien group of Hotels, is one of the most popular hotels present in the city. This 355 room property provi de all types of rooms to its travellers from Deluxe to the presidential suites with all types of facilities ranging from in-room safe to high speed internet access in its rooms. Its Food and Beverage outlets providing different cuisines such as the Golden Pheonix (Chinese cuisine), Pakwan (North western Frontier Cuisine), the Pierre (French Cuisine), Henris bar and Aloha bar gives this hotel and extra shore and gives a tough competition to the taj palace.The Oberoi Hotel, New Delhi.-The hotel reflects a nice blend of tradition and contemporary sophistication. The hotel is situated near to the city center, business, commercial and shopping districts. The hotel has a prestigious golf course on one side and on the other side it has a Humayuns tomb. Placed in the Dr. Zakir ibn Talal Hussein Marg, New Delhi, it is roughly 20 mins. Away from the airport. It has been awarded as the Best Hotel in Delhi and Among the Top 100 Hotels in the world by the Institutional Investor, 2009 the world s best Hotels. This hotel has also organism awarded with a number of other awards also such as The best hotel in Delhi by TTG Travel Awards, 2009 and Amongst best hotels and Resorts in the World by Forbes Traveller 400- the worlds best hotels and resorts 2009. This 350 room property provides all kinds of world class services to its travellers and therefrom is the biggest threats to the taj.Shangri-la-Eros Hotel, New Delhi It is most centrally fixed hotel in the city. The hotel is situated in Connaught broadcast which is like the life line of Delhi as the Business, Commercial and Shopping District definitely makes it one of the favorite(a) hotels for the guest to stay into. It is 17 floor hotel which has 350 luxurious rooms which target both business and unemployed travellers and is definitely popular 5 star property in the city. It is a very famous food and crapulence out known as caf uno along with other outlets is famous among the guest who comes to the city.Taj Mahal Hotel , New Delhi It is one of the distinguished properties in the capital city. It is the babe hotel of Taj Palace. The hotel is located in the lutyens residential place in Delhi. It is a landmark by itself. . Although it is located a bit far away from the airport around 40 mins., but is near to the bustling city center, Connaught Place, Pragati Maidan, Government Offices and Diplomatic Missions. This 294 room property also has been awarded as the 5 star diamond award by American Academy of HospitalityRadisson Hotel, New Delhi This 5 star property in the National expectant Region, located less than 5 km from the national and International airport of Delhi and the near to the business hub of Gurgaon, The Radisson Hotel is truly one of the easiest ways in which one can make its trip to Delhi a memorable one. The Radisson Hotel simply oozes luxury and promises its guest a stay with an experience of a lifetime. This 29 room property also gets an edge with its five Food and Beverage serv ices specially one of the famous Restaurants in Delhi i.e. The Kabab Factory truly gives an edge to this property.About The Capital CityDelhi is capital city of India and is the largest metropolis by area and secondly largest by population. It also stands 8th in the world largest metropolis with more than 12.25 million inhabitant in the territory and over 15.9 million residents in the NCR (national Capital region) which includes Noida, Faridabad, Gurgaon and Ghaziabad. It is a modern city which has a history all around it. A tour of Delhi provides the findors with much to see and admire ranging from the Mughal monuments to modernistic Malls, from Traditional arts and crafts to trendy fashion shows. Delhi is a city which combines the past and the modern in a unique way.Delhi was the second most visited place after Andhra Pradesh with increase in foreign tourist to 2.3 million in the year 2008 as compared to 2.01 million in the year 2007 and 1.9 million in 2006.It became the capit al of India in the year 1911, after the British East India Company gained control of India during the 18th and 19th century and George V. the head of the East India Company decided to move back to Delhi and it announced it as the capital city of India. It was when the India gained independence from the British Rule, New Delhi was declared as its capital and seat of the government. New Delhi houses important offices of the federal Govt. including the parliament of India.With the estimated net State Domestic Product of the Fiscal Year of 2007 of Rs.1.82 billion (US$24.5 Billion) in nominal terms and Rs. 3,364 billion (US$69.8 billion), Delhi is the largest commercial center in Northern India. Delhi had a per capita income of Rs. 66,728 (US$1,450) in 2007 at current prices it is the third highest in India after Chandigarh and Goa. Delhi has the largest and one of the sudden growing retail industries in India, because of which land prices are booming and it is shortly ranked at 7th mos t expensive office hotspot in the world with prices at $145.16 per square foot.Along with its contribution in the economy, Delhi plays a significant role in being one of the hot tourist destinations in India because of numerous historical monuments present in the city. This can be seen with the example of many monuments of significance found in the city. With the archeologic survey of India recognizes 1200 heritage buildings and 175 monuments in Delhi as national heritage sites. With the presence of the three worlds heritage sites i.e. The Red Fort, Qutub Minar and Humayuns Tomb along with the architectural marvels like the Jama Masjid which is Indias Largest Mosque and India Gate gives as extra edge of liking for the tourist in Delhi.S.W.O.T. analysis of Taj Palace, New DelhiSWOT analysis is divided into 4 partsStrengthWeaknessOpportunityThreatsStrengthsIt has the largest assembly center which can handle 700 personals at a single point of time.The direct express restaurant, on e of the popular restaurants in the city, adds as an showman to the hotel and helps in generating extra tax.The hotel is located in one of the prime locations and is very near to the airport which is a 10 min drive. As it is centrally located so it has a well connectivity with the city. Hence, easy access to travellers.The rooms are divided into many types and also give the guests of natural selection of different views as per guest connivance like pool view, garden view and city view.For a pick up and drop facility the guest has an option of one of most luxurious car that is JAGUAR.The 12 banquet halls can accommodate different types of function at the same time and which generates good revenue for the hotel.Its spacious rooms give a full luxury experience with some extra luxurious options as per convenience of the guest.It has the largest convention center which can handle 700 personals at a single point of time.The Orient express restaurant, one of the popular restaurants in t he city, adds as an levyr to the hotel and helps in generating extra revenue.WeaknessThe lighting in the lobby gives it a very dull look which creates a dull atmosphere in the lobby and for the guest who enters the hotel for the first time.The parking area in the hotel is very less which generates problem during high occupancy and banquet functions.Staffing of the not capable which again is a problem during high occupancy.It is located in an area in Sardar Patel Marg, which faces a massive problem of traffic jams which does keeps the traveller time lag on roads and wherefore, leads to reducing the curiosity of the traveller for visiting the hotel.less(prenominal) aggressive promotional activities taken place by the hotel in hallow to promote their product which in turn looses out its customers.In comparison to its competitors the food and beverage outlets are very costly which again a drawback for the hotel.The oriental Express restaurant mostly invites the guests to the resta urant instead of allowing the walk-ins.OpportunitiesTo promote and generate more revenue the hotel should be more aggressive in the promotion of the hotel. To promote the hotel some activities like food fest and exhibition can be held to promote the hotel.The hotel should promote its food and beverage outlets to give severe competition to its competitors for e.g. the oriental express which is a very famous restaurant should be promoted to give a good competition to ITC Maurya Sheratons Bukhara and generate more revenue.Different schemes related to room tariff should be made and be promoted so the occupancy be increased and generates more revenue.Contractual staff can be increased in order to provide efficient service to its guests during peak seasons.The parking area should be improved so that it gives convenience to guests which are a problem in the food and beverage outlets.Walk in guests should be allowed in the main restaurants like Oriental express so that it helps in increasi ng the revenue of the hotel.ThreatsThere is a very tough competition of well known 5 stars in the city along with the upcoming hotels not only in the city but also in the NCR area are a big threat to the Taj Palace.The hotel should be more aggressive in promoting the hotel in the area of food and beverage and the aim should be have up the market of is competition hotels.The food and beverage staff is not adequate which leads to customer dissatisfaction and leads to less revenue.There should be a specialized restaurant in the hotel as it is the latest trend in the hotel industry like its competition hotels has such as the Bukhara by the ITC Maurya Sheraton Dakshin by Sheraton, New Delhi Hotel aims at eating up the market demand of the Taj Palace hotel, which indirectly reduces the revenue of the hotel. attached door property by the ITC Welcomgroup i.e. ITC Maurya Sheraton aims at eating up the market share of Taj Palace. New DelhiMarketing strategies taken by Taj Palace, New DelhiTh e market strategies are mainly divided into 3 parts mainly sectionTargetingPositioningMarket SegmentationDifferent marketing strategies are being used to promote the hotel and generate the max revenue where market consists of buyers, the buyers eer by many reasons like needs, wants, locations, buying attitude and buying practices. For eg the needs and wants of the customers of a hotel in Goa will be different from the needs and wants of a guest in Cochin.The Taj Palace is a luxury hotel by categorization, if the geographical segmentation is taken then the hotel mainly aims to target all the leisure guests who visit the city as the hotel is near to the airport is also tries to cater all the business clientele who comes on business trips in the city and it also try to take in the function of these guests like business meetings, seminars and conferences.Taking the local crowed into consideration Taj Palace, New Delhi hotel tries to attract guest by providing them also with facilities of 12 banquet halls which can be used concurrently and with 4 different types of Food and Beverage Outlets. It mainly aims at capturing the customers with upper and upper-middle classes i.e. mainly tourist or businessmen.TargetingThe main target market has been set up by Taj Palace it mainly aims at leisure and business clientele. As the hotel is situated the capital city the so the tourist who mainly visits the city are business and leisure. The leisure clientele will visit the city because of its history and historic monuments in the city which is a major attraction among the tourist.There are significant offers and packages provided by the hotel to attract the customers. They are mainly seasonal packages. They also try attracting the local by its intravenous feeding restaurants and twelve banquet halls which can cater 700 guests. It also aims at meeting the standards of the company with the fact of satisfying its customers and generating maximum amount of revenue. Over the yea rs Taj Palace Hotel, New Delhi has been able to meet the objectives by generating maximum revenue by maximum guest satisfaction.PositioningTaj as a brand name in India which is something which is being accepted by the people of India as something with which they can associate themselves. It gives them a feeling of warmth and harmony to associate and a sense of pride in using the services of this brand. Taj Palace Hotel, New Delhi takes this as the opportunity to attract the travellers and guest to its hotel. This helps in attracting the local crowed as well as the domestic travellers towards the product they offer. With the name Taj which is associated with this hotel it helps the hotel in taking up the advantage to attract the foreign travellers who intend to stay in India and it is one of the branded hotels i.e. Taj Palace with which they associate India with, especially when it comes downwards to staying in Delhi. Delhi being the Capital of India and palace as a term associated with the brand name Taj creates a psychological effect in the minds of the customers and hence it helps in increasing the revenue for the hotel.Along with its rooms and extra facilities provided by the hotel, the Food and Beverage outlets such as the Oriental Express provided by the hotel have been welcomed by the locals as well as travellers. This helps in creating a well planned and a good promotional tool in creating the psychological effect in the minds of the customers and helps in create repeat customers and hence generating revenue.Critique by the author on the Marketing StrategiesThe position of the hotel is that it is well accepted by the local crowd and the visiting guests. The hotel is also well settled because it is now operating for many years and it is clear about its target market. The Taj Palace is one of the land mark hotels in the city and has been publicized at a very good rate and has been able to capture the market since a long time.The current scenario in the hospitality industry in the capital has completely changed, from the time the hotel was setup. Now there are a lot more 5 stars in the city which has given a stiff competition to Taj Palace and these hotels are eating up the market share of the hotel.If we compare the promotional strategies of Taj Palace with its competition it is clear that its competition is much ahead than Taj Palace. Activities like food festivals or using media as the source of promotion is very less. Even the sister hotel Taj Mahal is much ahead than Taj Palace. Significant difference in the market side of the hotel has been seen over the years