Sunday, June 2, 2019

Porter Five Forces Model Of Taj Hotels Tourism Essay

Porter Five Forces Model Of Taj Hotels Tourism EssayA Hotel whitethorn be specify as per the British law as A place where abonafide traveler mess receive food and shelter provided he is a position to pay for it and is in a fit fit to be received.The Indian Hotels Company Limited (IHCL) and its subsidiaries are collectively known as Taj Hotels reparations and Palaces and is recognised as one of Asias too largest and finest hotel troupe. 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 Resort and Palaces comprises more(prenominal)(prenominal) than 60 hotels in 45 locations crossways India with an additional 15 outside(a) hotels in the Malaysia, United Kingdom, United States of America, Bhutan, Sri Lanka, Africa, the Middle East and Australia.Spanning the length and breadth of the country, gracing important industrial towns and cities, brimes, pitcher stations, historic and pilgrim centres and wildlife destinations, each Taj hotel swirls 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 followersTaj(luxury full-service hotels, resorts and palaces) is the flagship brand for the worlds 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 eccentric experiences and lifelong memories.Taj in addition encompasses a unique set of iconic properties rooted in history and tradition that deliver actually unfor traveltable e xperiences. A collection of outstanding properties with strong heritage as hotels or palaces which offer something more than great physical point of intersection and exceptional service. This group is defined by the emotional and unique rightfulness of its iconic properties that are authentic, non- replicable with great potential to create memories and stories.Taj Exoticais 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 cl early on differentiated by their product philosophy and service design. They are centered around high fetch up accommodation, intimacy and an purlieu that allows its guest unrivalled comfort and privacy. They are defined by a sensibility of intimate design and by their varied and discriminating culinary experiences, impeccable service and authentic Indian Spa sanctuaries.Taj Safarisare wildlife lodges that allow travelers to experience the un paralleled beauty of the Indian jungle amidst luxurious surroundings. They offer Indias 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.Upper upscale Hotels(full-service hotels and resorts) provide a new generation of travelers a contemporary and creative hospitality experience that matches their work-hard play-hard life agencys. Stylish interiors, innovative cuisine, hip bars, and a focus on technology set these properties apart.The entry Hotel(upscale/mid-market full service hotels and resorts) is a pan-India network of hotels and resorts that offers business and leisure travelers a hotel designed, keeping the modern nomad in mind. At the Gateway Hotel, we believe in keeping things simple. This is why, hotels are divided into 7 simple zones- Stay, Hangout, Meet, Work, Workout, Unwind and Explore.As travel often means more hassle than harmony, more stress t han satisfaction, modern travelers are looking at for smarter choices. Driven by passion for perfection, Taj welcomes its customers to a refreshingly enjoyable and hassle-free experience, anytime, everywhere. Offering the highest consistency in forest, service and style the hotel set new standards and take the unwanted surprises out of traveling. Tajs warm welcomes make guests feel at home, away from home and its crisp and courteous service em federal agencys them to get more done with greater effectiveness and check up on. And through Tajs unrivalled network it provide service that is effortless, simple, never overwhelming, always warm.Ginger(economy hotels) is IHCLs 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.Taj Hotels Resorts and Palaces is committed to replicate its domestic success onto outside(a) shores wi th plans to build an international network of luxury hotels, which will provide an exemplary product-service combination and in the process create a global brand. The current international portfolio includes luxury resorts in the Indian oceanic, business and resort destinations in the Middle East and Africa, serviced apartments in the UK, the first hotel in Australia and three a top-end luxury hotels in the US.Throughout the Companys expansion, its mandate has been twofold to infuse a sense of Indian heritage and culture within each diverse property, while also anticipating the involve and desires of the sophisticated traveller. Over the years, the Taj has won international acclaim for its quality hotels and its excellence in business facilities, service, cuisine and interiors.The Taj specialisationened its presence in the Indian Ocean rim with the Exotica Brand. The Taj Exotica was evolved as part of Taj Hotels Resorts and Palaces intent to position it as a brand that is clearly differentiated by its product philosophy and service design. The Taj Exotica Resort and Spa, in Maldives is centered on high-end accommodation, intimacy and an environment that allows its guests unrivalled comfort and privacy.Taj Hotels further expanded its global footprint by securing management contracts at thread Island, Jumeirah in Dubai, Saraya Islands in Ras Al Khaimah, Aldar Group in Abu Dhabi, UAE Langkawi in Malaysia and Thimpu in Bhutan. The most signifi after partt additions to the portfolio have been The Pierre, the iconic landmark hotel on sensitive Yorks Fifth Avenue, Taj Boston and Blue, Sydney.The presence of Taj Hotels Resorts and Palaces internationally has been developed through a network of Taj regional sales and PR offices in the United Kingdom, France, Germany, Italy, Dubai, Singapore, Australia, Japan, Russia and the United States of America.At the Taj Hotels Resorts and Palaces luxurious living and fine dining find common ground. Whether it is introducing exotic world cuisines to India or taking authentic Indian fare to the world, the Taj Hotels Resorts and Palaces is renowned for the eclectic culinary experiences it brings to its guests. Through a vast repertoire of award-winning restaurants, legendary recipes from royal kitchens and celebrated food festivals, the Taj has pioneered innovation in fine dining across the world.Taj Hotels also promise a whole new experience of tranquillity and total health, throughJiva Spasa unique concept, which brings together the wisdom and heritage of the Asian and Indian Philosophy of Wellness and Well-being. Rooted in ancient Indian healing knowledge, Jiva Spas derive inspiration and spirit from the holistic concept of living. There is a rich basket of fresh and unique experiences under the Jiva Spa umbrella of offering, Yoga and Meditation, mastered and disseminated by accomplished practitioners, authentic Ayurveda, and unique Taj signature treatments. Royal traditions of wellness in service ex periences, holistic treatments involving body therapies, enlivening and meaningful rituals and ceremonies and unique natural products blended by hand, come together to offer a truly calming experience.IHCL operatesTaj Air, a luxury private jet operation with severalise-of-the-art Falcon 2000 aircrafts designed by Dassault Aviation, France and Taj Yachts, two 3-bedroom luxury yachts which can be use by guests in Mumbai and Kochi, in Kerala.IHCL also operatesTaj Sats Air Catering Ltd., the largest airline catering service in South Asia, as a joint impale with Singapore Airport Terminal Services, a subsidiary of Singapore Airlines.Additionally, it operates theIndian Institute of Hotel Management, Aurangabadsince 1993. The institute offers a three-year diploma, designed with the help of international faculty and has affiliations with some(prenominal) American and European programmes.CORPORATE SUSTAINABILITY AND SOCIAL RESPONSBILITYAs a part of Tatas Indias premier business house Taj Hotels, have always believed in society and environment being integral stakeholders in our business along with its shareholders, customers, vendors and former(a)s. Over the last decade, the movement towards ecologically sound tourism has gained urgency and importance across the ground and we recognize that responsible practices in vogue are as diverse as the geographies.Taj promote corporate citizenship through our strategic public-private partnerships which encourage building livelihoods of less-advantaged young and women. The causes they promote include reducing malnutrition, promoting indigenous artisans and craftsmen and enhancing employability of identified target groups by sharing our core competencies as a leading hospitality company.Taj have the unique scope and opportunity to develop raw potential into a skilled workforce that is immediately employable by various players in the manufacturing. A majority of its community projects are focused around extending its key stren gths in food production, kitchen management, housekeeping, customer service and spas to promote economic empowerment of candidates from vulnerable socio-economic backgrounds. The group is in full committed to the cause of building a sustainable environment by reducing the impact of its daily operations on the environment and improving running(a) efficiencies, resource conservation, reuse and recycling of key resources.Aglimpse of indicative projectsundertaken by Taj groupTajs sixthCorporate Sustainability Reportwas submitted to the United Nations Global hale society in August, 2009. The United Nations Global Compact is a strategic policy initiative for businesses that are committed to aligning their operations and strategies with ten universally accepted principles in the areas of human rights, labor, safety security, environment and anti-corruption. This Corporate Sustainability report also serves as their GRI (Global Reporting Initiative) as well as Triple rat Line report. T he report focuses on identified priorities at IHCL and responds to key stakeholder needs. Taj plan to continue and further strengthen its commitment to the environment and societies in which we operate.EARTHIn an endeavour to reinstate its vision and efforts to boost sustainable tourism, Taj Hotels Resorts and Palaces presented EARTH (Environment Awareness Renewal at Taj Hotels) this year. Implementing schemes such as the Gangroti Glacier Clean-Up Expedition, as well as designated ball rooms, which minimise environmental impact, Taj is one of Asias largest group of hotels to commit to energy conservation and environmental management. EARTH has received certification from Green Globe, the only worldwide environmental certification program for travel and tourism.The Taj began a century ago with a single landmark The Taj Mahal Palace Hotel, Mumbai. Today, the various Taj hotels, in all their variety and historical richness, are recognised internationally as the symbols of true India n hospitality. The Companys history is integral to Indias emergence into the global business and leisure travel community and looking to the future, Taj Hotels Resorts and Palaces is well positioned to meet the increase in travel activity with the rapid expansion of the Indian economy.Hotel Leisure and Other Services include24 hrs preliminary DeskAirport Transfer On RequestAstrologer On CallBanquet FacilityBar restaurantsBarber ShopBeauty Salon price Desk ServicesCar RentalsCurrency ExchangeExpress Check in Check outFacilities For the Physically ChallengedFloristHealth ClubHealth/Ayurveda CentersHotel fullInternet Access Available in RoomsInternet/E-mail/Fax FacilitiesInterpreter ServicesLaundry ServicesLibraryLounge luggage StorageMedical Services-Doctor on CallPhone-Two Telephone Lines in RoomsPostal/Parcel ServicesRoom Service-24 HrsShopping ArcadeTravel Desk Ticketing, Tours market MIX STRATEGY OF TAJ HOTELSProductsRoomRestaurant and Bar.Meeting room and Banquet facilityAm enitiesServicesSafe deposit boxSpecial servicesCourierChild careLaundryPetInternetTravel deskBabysittingWake-up callPRICETaj hotel has set its price of the room on the soil of Business, Leisure and Luxury class.PLACELocation of the hotel is the most important business decision for the hotel.Present in metro cities in IndiaGlobal presence (Maldives,London,Dubai,Colombo) advance STRATEGYPromotional schemes are carried on regularly the hotel has many loyalty programe,clubes,membership,previlage etc some of them areThe Taj Inner Circle.The Taj Junior League.The Taj Club.Taj also offer Taj surprises including weekend savers,value vouchers,book early get more,ADVERTISEMENTBusiness news paper(E.T, Financial Express, Bombay Times)T.V channels like STAR NEWS,CNN and CNBC.Magazines like THE OUT LOOK TRAVELAR,GO NOW and TRAVEL.Porters 5 Forces ModelThe state of competition in an industry depends on five basic forces, which are diagrammed above. The collective strength of these forces determin es the ultimate profit potential of an industry. Whatever their collective strength , the corporate strategists goal is to find a position in the industry where his or her company can best defend itself against these forces or can define them in its favor.Contending ForcesThreats of Entry modernistic starters to an industry bring new capacity, the desire to gain market share, and often substantial sources. Companies diversifying through acquisition into the industry from other markets often leverage their resources to cause a shake up. The seriousness of the threat of entry depends on the barriers present nd on the reaction from existing competitors that the entrant can expect.There are six major sources of barriers to entry. These areEconomies of scaleProduct differentiationCapital requirementsCost disadvantages Independent of sizeAccess to distribution channelsGovernment policySuppliersSuppliers can exert bargaining power on participants in an industry by raising prices or redu cing the quality of purchased goods and services. Powerful providers, thereby, can squeeze profitability out of an industry unable to recover cost increases in its own prices. The power of each important provider group depends on a number of characteristics of its market situation and on the relative importance of its sales or purchases to the industry compared with its overall business. A supplier group is powerful if it is dominated by a few companies and is more concentrated than the industry it sells. Also if it poses a credible threat of integrating frontwards into the industrys business. This provides a check against the industrys ability to improve the terms on which it purchases.BuyersCustomers likewise can force down prices, demand higher quality or more services, and play competitors off against each other- all at the expense of industry profits. A buyer group is powerful if it is concentrated or purchases in large volume. Large volume buyers are particularly potent force s if heavy fixed costs characterize the industry- as they do in metal containers, corn refining, and pouch chemicals, for example- which raise the stakes to keep capacity filled. The product it purchases from the industry are standard or undifferentiated. The buyers, sure that they always can find alternative suppliers, may play one company against another, as they do in aluminium extrusion. Another case can be when the products the buyer purchases from the industry from a atom of its product and represent a significant fraction of its cost. The buyers are likely to shop for a favorable price and purchase selectively. When the products sold by the industry in question is a small fraction of buyers costs, buyers are usually much less price sensitive.SubstitutesBy placing a ceiling on the prices it can charge, substitute products or services limit the potential of an industry. Unless it can upgrade the quality of the product or differentiate it somehow, the industry will suffer in e arnings and possibly in growth. Substitutes not only limit profits in normal times but also reduce the bonanaza an industry can reap in boom times. The producers of fiberglass insulation enjoyed unprecedented demand as a result of high energy costs and severe spend weather. simply the industrys ability to raise prices was tempered by the plethora of insulation substitutes, including cellulose, rock wool and Styrofoam.Rivalry of Taj among established firmsOberoi hotelsLeela hotelsITC GrandLe MeridienBargaining power of buyers is very low.Bargaining power of suppliers is moderate.Threat of new enterantsFor Taj, competition in Mumbai has turned fierce as a result of new hotels,such as ITC Grand Maratha, Le Meridien and Hyatt, coming up close to theairport, and enjoying tax benefits too.However in Bangalore, Taj continues to remain at the No.1 position becauseof the booming IT sector and lack of five-star rooms, in the main to accomodateinternational passengers.Potential EntrantsGlob al hotel groups entryBuyersGlobal touristsMedical touristsIndustrialist peopleSubstitutesSmall lodgesTHREAT HIGH (because of new class, Low otherwise)Customers NeedGood cordial receptionHygiene food and environmentSuccess factors for Taj hotelsTechnology related-Used of advance technology in hotel premises.Manufacturing- related- High utilization of fixed assets.Quality control know-how.Serving customer according to their specification.Distribution-related- Presence of hotel chain at various places.A strong network.Marketing related- Breadth of product line and product selection.Personalized customer services.A well-known and well-respected brand name.SWOT Analysis of TAJ HotelsStrengths Brand loyaltyCredibilityHuge ReputationPatent protectionimpuissanceHigh cost serviceNot proper network in semi- urbanLack of safety measureOpportunity Rising incomeGlobalizationNew Geographical locationThreats Fluctuations in international tourist arrivalsIncreasing competitionTerrorismCONCLUSIONT aj Hotels Resorts and Palaces is one of Asias largest and finest group of hotels. The Company is rapidly emerging as a global brand by integrating an international network of luxury hotels within the chain. Taj Hotels is part of the Tata Group, Indias premier business house. Taj Mahal Palace Hotel in Mumbai, India was the subject field of many newscasts since November 26,2008.The terrorist attacks not only killed and wounded many, but also caused major damage to the iconic hotel. Tata, a pioneer industrialist and philanthropist, conceived the idea of building a hotel in the wake of the bubonic plague which had devastated Bombay in the late 1890s.Tatas sole wish was to attract people to India, and incidentally to improve Bombay. The severely damaged hotel has to be rebuilt. The sixth floor is gutted, and many of its restaurants, including the famous Wasabi, burnt and the splendid dome is shaken because of the many explosions. The antique chandeliers and priceless artwork are all los t forever.But the Taj Mahal Palace and Tower stands as an icon of the city of Mumbai, a symbol of both independence and dignity. It will also stand in the future as a representation of the indomitable human spirit of the people of Mumbai displayed in the face of the greatest adversity.

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