Documente Academic
Documente Profesional
Documente Cultură
Presented To: -
Prepared By:-
Ashish rathod
(11F49)
Keyur jain
(11F63)
Nilesh makwana
(11F69)
Introduction of Indian Hotels Company :The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively
known as Taj Hotels Resorts and Palaces and 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 centenary year in 2003.
Taj Hotels Resorts and Palaces comprises 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.
Spanning the length and breadth of the country, gracing important industrial towns
and cities, beaches, hill stations, historical and pilgrim centres and wildlife destinations, each
Taj hotel offers the luxury of service, the apogee of Indian hospitality, vantage locations,
modern amenities and business facilities.
IHCL operate in the luxury, premium, mid-market and value segments of the market through
the following:
TAJ (luxury full-service hotels, resorts and palaces) is flagship brand for the
world's most discerning travelers seeking authentic experiences given that luxury is a way of
life to which they are accustomed. Spanning world-renowned landmarks, modern business
hotels, idyllic beach resorts, authentic Rajput palaces and rustic safari lodges, each Taj hotel
reinterprets the tradition of hospitality in a refreshingly modern way to create unique
experiences and lifelong memories.
Taj also encompasses a unique set of iconic properties rooted in history and tradition
that deliver truly unforgettable experiences. A collection of outstanding properties with strong
heritage as hotels or palaces which offer something more than great physical product and
exceptional service. This group is defined by the emotional and unique equity of its iconic
properties that are authentic, non- replicable with great potential to create memories and
stories.
TAJ EXOTICA is resort and spa brand found in the most exotic and relaxing locales of
the world. The properties are defined by the privacy and intimacy they provide. The hotels
are clearly differentiated by their product philosophy and service design. They are centered
on high end accommodation, intimacy and an environment that allows its guest unrivalled
comfort and privacy. They are defined by a sensibility of intimate design and by their varied
and eclectic culinary experiences, impeccable service and authentic Indian Spa sanctuaries.
TAJ SAFARIS are wildlife lodges that allow travelers to experience the unparalleled
beauty of the Indian jungle amidst luxurious surroundings. They offer India's first and only
wildlife luxury lodge circuit. Taj Safaris provide guests with the ultimate, interpretive, wild
life experience based on a proven sustainable ecotourism model.
VIVANTA BY TAJ HOTELS & RESORTS span options for the work-hard-playhard traveller across metropolitan cities, other commercially important centres as well as
some of the best-loved vacation spots. Stylish & sophisticated, Vivanta by Taj delivers
premium hotel experiences with imagination, energy & efficiency. It's the flavour of
contemporary luxury, laced with cool informality and the charming Taj hospitality. Created
for the cosmopolitan global traveller and bon vivant, Vivanta by Taj Hotels & Resorts create
experiences that will amuse, invigorate & inspire you. Vivanta revels in a spirit that presents
the normal with an unexpected twist. Experiences which make you pause & appreciate the
hidden beauty in life! It challenges your expectations of a hotel and unfolds multiple layers of
delight. Innovative cuisine concepts, the smart use of technology & the challenge to
constantly engage, energize and relax you all add up to make Vivanta by Taj the new
signature in hospitality.
GINGER (economy hotels) is IHCL's 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.
Generic Strategies
IHCL follows a broad based differentiation strategy. They have a differentiation
strategy targeting the premium segment. But they have also expanded their offerings
internationally to target a broader segment.
Operational Performance
The key operating characteristics of luxury hotel industry are occupancy percentage
and average revenue per room. As the hotel industry have their peak demand during the
second half of a year, it is prudent for IHCL to take necessary steps to improve the occupancy
rate in the first half. Their occupancy rate of 67% is way better than the industry average of
60% but their competitor Leela Ventures is closing in by maintaining a better occupancy
rate. [2] Also, IHCL desperately needs to improve its operational efficiency. IHCLs Operating
Expenses Margin of 83% compared to Leelas 66% portrays this bad picture.
Financial Performance
As it can be seen from the table below, the consolidated Profit after Tax stood at
(68.87) crores at the end of 2011 registering a marginal increase of 49.53 crores. The increase
in revenue was mainly on account of additional room capacity being added, higher
occupancy, average room rates and revenue per available room (RevPar). Decrease in debt
proportion did also contribute towards the improvement of contribution margin. Room sales
showed a healthy growth over the previous year as a result of higher room rates and
occupancies. Food & Beverages grew by 19% over the previous year.
Summary
The analysis of the resources and the conclusions on the competitive advantages offered by them are
summarized as under. The ability to provide competitive advantage for each sub-factor of VRIN has
been given a score on 5. Net score gives us an approximate idea of the net competitive advantage
offered by the resource
Q-3:- what are the different strategies adopted in the past five
years?
In India, IHL is recognized as the premier hospitality provider with a strong brand
image and ownership by the Tata Group, a highly respected group with varied business
interests in several countries. Its brand Taj has become a symbol of luxury and service in
India. The same image and experience of brand building have been leveraged in the
international markets, not only in hotels but also in providing an experience in food and
beverages. With wide range of restaurants at its hotels, food and beverages has become a
focus area for IHL and provides stability to revenues and profits. The globalization of IHLs
operations has been a success for several reasons by adopting various strategies as follows:
Marketing alliances:
IHL has entered into strategic tie-ups with other players in the business for the
promotion of its properties. Currently IHL has marketing alliances with Raffles Hotels and
Resorts, Shilla Hotels and Resorts and CC Africa. Such alliances not only allow for cross
promotion of hotels with alliance partners, but also allow members of corresponding loyalty
programmers to avail of special amenities and privileges at participating hotels. In addition,
several partnerships have been entered into with international and domestic airlines for cross
promotions with key customers and package tours.
Indian managers are also made to work in international properties to gain overseas work
experience.
Future plans
IHL is well poised for growth and to leverage the advantage of the rapidly growing
tourism industry in India. Encouraged with its success of its Ginger hotels, IHL is in the
process of rolling out such hotels to several new locations Pune, Nashik, Mysore, Panjim,
Varanasi, Trivandrum, Jamshedpur and Durgapur. IHL has recently entered into a joint
venture with Conservation Corporation Africa and Cigen Corporation to provide tourists with
wildlife Experiences within India through an ecologically sustainable model. This venture
will offer a mix of game sightings, nature walks and meditative experiences with tented, tree
house or cottage accommodation on the borders of Indias world renowned tiger reserves.
The rollout of the venture is planned in a phased manner across key wildlife locations in the
Indian subcontinent. It is expected that 5 lodges will be in operation by 2018. To take its
globalization plans further IHL is also eyeing the hotel industry in China and South Africa by
setting up properties in these countries.
Globalization at a glance
Hotels in 15 locations across the globe, including US, Middle East and Asia Pacific Has
acquired properties in Australia and Zambia.
Nearly 16 per cent revenues are from international operations Route of management
contract adopted to enter most international markets