Professional Documents
Culture Documents
PROJECT REPORT
ON
A Study in Ratio Analysis of Taj Hotel Group.
Submitted in partial fulfillment of the requirement for the
degree of M.B.A. IVth Sem.
Session 2016-17
To
ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number o persons. I
wish to express my deep sense of gratitude to all those who
generously helped in successful completion of this report by
sharing their invaluable time and knowledge.
(Shivam Chourasiya)
Date :
(Shivam Chourasiya)
CERTIFICATE
The project report titled A Study in Ratio
Analysis of Taj Hotel Group.. been prepared by Mr.
Contents
INTRODUCTION
VISION
ORGANIZATION STRUCTURE
WHOS WHO AT TAJ CHANDIGARH
SALES AND MARKETING
RESERVATION
PRICING STRATEGIES
REVENUE MANAGEMENT
RESEARCH PROCESS
4. FINDINGS
5. RECOMMENDATIONS
6. LIMIITATIONS
7. QUESTIONNAIRE
8. BIBLIOGRAPHY
Executive summary:
This project has been a great learning experience for me; at the same time it gave me
enough scope to implement my analytical ability. This project as a whole can be divided
department and its various aspects. It is purely based on whatever I learned at Taj. One
about working process and all its basics through the project. Other than that the real
servings come when one moves ahead. Some of the most interesting facts
All the topics have been covered in a very systematic way. The language has
been kept simple so that even a layman could understand. All the datas have been
The second part consists of datas and their analysis, collected through daily recording
GENERATION. The data collected has been well organized and presented. Hope the
research findings and conclusions will be of use. It has also covered what price is most
The third part gives the research findings result for customer satisfactionwhich can
be used by the hotel for improvement in their working as well as it has direct link with
marketing of hotel
The hotel can take further steps to approach more and more people and indulge them for
INTRODUCTION
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,
Taj Hotels Resort and Palaces comprises more than 60 hotels in 45 locations across India with an
additional 15 international hotels in the Malaysia, United Kingdom, United States of America,
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
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 our flagship brand for the worlds
most discerning travelers seeking authentic experiences given that luxury is a way of life
hotels, idyllic beach resorts, authentic Rajput palaces and rustic safari lodges, each Taj
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
Taj Exotica is our 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.
Taj Safaris are wildlife lodges that allow travelers to experience the unparalleled
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,
Premium Hotels (premium full-service hotels and resorts) provide a new generation
of travelers a contemporary and creative hospitality experience that matches their work-
hard play-hard lifestyles. Stylish interiors, innovative cuisine, hip bars, and a focus on
The Gateway 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, our hotels are divided into 7 simple zones- Stay, Hangout, Meet,
Taj Hotels Resorts and Palaces is committed to replicate its domestic success onto
international shores with 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 Ocean,
business and resort destinations in the Middle East and Africa, serviced apartments in the
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 needs
and desires of the sophisticated traveler. Over the years, the Taj has won international
acclaim for its quality hotels and its excellence in business facilities, services, cuisine and
interiors.
Taj Hotels further expanded its global footprint by securing management contracts at
Palm 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 significant
additions to the portfolio have been The Pierre, the iconic landmark hotel on New York's
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
restaurants, legendary recipes from royal kitchens and celebrated food festivals, the Taj
Taj Hotels also promise a whole new experience of tranquillity and total wellness,
through Jiva Spas a 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
practitioners, authentic Ayurveda, and unique Taj signature treatments. Royal traditions of
and meaningful rituals and ceremonies and unique natural products blended by hand,
IHCL operates Taj Air, a luxury private jet operation with state-of-the-art Falcon 2000
aircrafts designed by Dassault Aviation, France; and Taj Yachts, two 3-bedroom luxury
Singapore Airlines.
1993. The institute offers a three-year diploma, designed with the help of international
faculty and has affiliations with several American and European programmes.
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
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.
Guests are offered a range of comprehensive and efficient business and leisure facilities.
Audio/Visual Equipment
Video Conferencing
Astrologer On Call
Banquet Facility
Barber Shop
Beauty Salon
Car Rentals
Currency Exchange
Florist
Health Club
Health/Ayurveda Centers
Hotel Safe
Internet/E-mail/Fax Facilities
Interpreter Services
Laundry Services
Library
Lounge
Luggage Storage
Postal/Parcel Services
Shopping Arcade
Taj Chandigarh has 149 guest rooms including Superior Rooms, Deluxe Rooms, Luxury
Rooms and a Suite. All the rooms are elegantly furnished and offer contemporary
amenities. All the rooms have full length glass windows and some rooms offer a view of
Amenities
* Hard Flooring
* Minibar
Room Types:
1.Superior Rooms
The hotel has elegantly styled and well appointed Superior Rooms, of 350 sq ft, that offer
2. Deluxe Rooms
The hotel has Deluxe Rooms, of 350 sq ft, that offer enhanced in-room amenities and
access to the private lounge. Guests are also offered a choice of buffet breakfast at the
3. Luxury Rooms
The hotel has Luxury Rooms, of 550 to 650 sq ft, that offer enhanced amenities, some of
which are partitioned into separate living and sleeping areas. In-room check in as well as
The hotel has a luxurious two-room Presidential Suite spreading across 1080 sq ft. The
Complimentary buffet breakfast at the Lounge from 0730 - 2200 hrs on the fifth floor
Happy hour at the Lounge from 1830 - 1930 hrs where we serve cocktails with a
Use of the meeting room in the Business Centre for 1 hour (per stay), subject to
availability
From casual, all-day dining to speciality dining, guests can savour a choice of gourmet
cuisines.
Black Lotus:
Cafe 17:
Caf 17, the all-day dining restaurant serves an array of multi-cuisine specialties.
Lava Bar:
Attire: Casual
Recreation
The hotel offers a choice of leisure and recreational activities and facilities that are ideal
for guests wishing to unwind. The Health Club has a state-of-the-art gym and a rooftop
Recreational Facilities
Steam
Chill Shower
Golf
Industry, in India and in key regions of the world. To dazzle and delight the
customer with the highest quality hotel products, food and beverage experience
Promise to deliver:
Warm welcome.
Anticipatory service.
Fond farewell.
ORGANISATION STRUCTURE
SALES & MARKETING
Hierarchy
Sales Executive
Office Assistant
A large number of radical strategic activities covered in marketing that tells the clientele
about the services and facilities offered to the guest so that the clientele knows about the
market mix. This is a key department in any hotel because determination of the sale is
important for any hotel. The activities undertaken include determination of rooms and
f&b sale, miscellaneous sales, sales of the hotel is a well guarded company secret.
Marketing includes:
Public relation.
Sales techniques:
with public through travel agencies. The process of selling is done with certain policies in
mind. Planning is important aspect that includes group and convention sales, travel
agents, banquets sales. Detailed research is carried out to ascertain sources of business,
other job include administering and managing the departments for the proper delivery of
Group conventions:
In this, the department evaluates the no. of rooms that are estimated to be allotted for
group sales.
Banquet sales
This type of business includes wedding dinner, cocktail parties, social events, etc. pre-
established menu along with their prices are used so that the customer could select an
appropriate menu. The main source of business is the local community in which the hotel
is situated. Proper relationships are maintained with people, companies and local
Advertising
what people need then sales demonstrates how their needs could be fulfilled.
Reservation
This is a section of the front office, which is the hub of the department, requests for
reservation of the room from various sources and the informations processed, properly
documented, stored and retrieve at the appropriate time induce a guest his room upon
arrival. Rooms being a highly perishable commodity (as the sale of rooms is linked with a
time element) it is the duty of the reservation department that rooms are not allowed to
perish.
Modes of Reservation
Letters
Telex
Telegrams
Telephones
In Person
Fax
Sources of Reservation
The usual sources from which reservation sources are airlines, wholesale tour operators,
travel agents (local and foreign), free individual travelers, groups, companies leading
hotels of the world trust, instant reservation system, sales department, embassies, and
institutions.
Types of Plans
A plan is a package proposal of rooms and meals, and some times even travel. A
European plan will include only a room whereas the rest of the services would be charged
for American plan, which would include meals usually breakfast and the evening meal as
well as the room rental included in the room rate. The packages offered by the hotel are
inclusive of a airport transfer, breakfast at the citrus and the room rate.
This is done in order to give a guest extra attention and special care. It's usually done for
repeat clientele. For example some guest may like a non smoking room and some may
like a hard mattress. This is where the front office informs the housekeeping department
or the relevant department that special care must be taken in order to ensure a
All such information is maintained by the front office and is fed into the computer.
This is the highest room rate charged by the hotel. It is the rate given to the guest who
does not fall into any particular category, such as a walk-in guest who requests a room
Corporate Rates
These are room rates offered to business people staying in the hotel.
This can be further broken down into Business people who are frequent guests (a
specified number of visits per week or per month) and guest who are employees of a
corporation that has contracted for a rate that reflects all business from that corporation.
Commercial Rates
These are room rates for business people who represent and have infrequent or sporadic
patterns of travel. Collectively this group can be a major segment of hotel guest and thus
Group Rates
These are rates offered to a large group of people visiting the hotel for a common reason.
The marketing and sales department usually negotiates this rate with a travel agency or
Family Rates
These are room rates offered to encourage visits by families with children. This rate is
PRICING STRATEGIES
What do the following words have in common? Fare, dues, tuition, interest, rent, and fee.
The answer is that each of these is a term used to describe what one must pay to acquire
benefits from another party. More commonly, most people simply use the word price to
The pricing decision is a critical one for most marketers, yet the amount of attention
given to this key area is often much less than is given to other marketing decisions. One
reason for the lack of attention is that many believe price setting is a mechanical process
requiring the marketer to utilize financial tools, such as spreadsheets, to build their case
for setting price levels. While financial tools are widely used to assist in setting price,
marketers must consider many other factors when arriving at the price for which their
. For some marketers more time is spent agonizing over price than any other marketing
decision. In this tutorial we look at why price is important and what factors influence the
pricing decision.
What is Price?
In general terms price is a component of an exchange or transaction that takes place
between two parties and refers to what must be given up by one party (i.e., buyer) in
order to obtain something offered by another party (i.e., seller). Yet this view of price
Buyers View For those making a purchase, such as final customers, price refers
or service. But financial consideration is not always what the buyer gives up.
own product. For instance, two farmers may exchange cattle for crops. Also, as
we will discuss below, buyers may also give up other things to acquire the
benefits of a product that are not direct financial payments (e.g., time to learn to
Sellers View - To sellers in a transaction, price reflects the revenue generated for
each product sold and, thus, is an important factor in determining profit. For
marketing organizations price also serves as a marketing tool and is a key element
my new plasma television. Technically, though, these are different concepts. Price is
what a buyer pays to acquire products from a seller. Cost concerns the sellers
investment (e.g., manufacturing expense) in the product being exchanged with a buyer.
For marketing organizations seeking to make a profit the hope is that price will exceed
cost so the organization can see financial gain from the transaction.
Finally, while product pricing is a main topic for discussion when a company is
examining its overall profitability, pricing decisions are not limited to for-profit
industry trade groups, also set prices, though it is often not as apparent . For instance,
charities seeking to raise money may set different target levels for donations that
reward donors with increases in status (e.g., name in newsletter), gifts or other benefits.
While a charitable organization may not call it a price in their promotional material, in
reality these donations are equivalent to price setting since donors are required to give a
Importance of Pricing
When marketers talk about what they do as part of their responsibilities for marketing
products, the tasks associated with setting price are often not at the top of the list.
Marketers are much more likely to discuss their activities related to promotion, product
development, market research and other tasks that are viewed as the more interesting and
Yet pricing decisions can have important consequences for the marketing organization
and the attention given by the marketer to pricing is just as important as the attention
include:
Most Flexible Marketing Mix Variable For marketers price is the most
which can take months or years to change, or some forms of promotion which can
price actions. For instance, a marketer can agree to a field salespersons request
marketer in charge of online operations can raise prices on hot selling products
Setting the Right Price Pricing decisions made hastily without sufficient
research, analysis, and strategic evaluation can lead to the marketing organization
losing revenue. Prices set too low may mean the company is missing out on
additional profits that could be earned if the target market is willing to spend more
product to a higher price may be met by customer resistance as they may feel the
marketer is attempting to take advantage of their customers. Prices set too high
can also impact revenue as it prevents interested customers from purchasing the
product. Setting the right price level often takes considerable market knowledge
formed as soon as they learn the price, such as when a product is first seen when
walking down the aisle of a store. While the final decision to make a purchase
may be based on the value offered by the entire marketing offering (i.e., entire
product), it is possible the customer will not evaluate a marketers product at all
based on price alone. It is important for marketers to know if customers are more
likely to dismiss a product when all they know is its price. If so, pricing may
become the most important of all marketing decisions if it can be shown that
customers are avoiding learning more about the product because of the price.
Important Part of Sales Promotion Many times price adjustments are part of
sales promotions that lower price for a short term to stimulate interest in the
product marketers must guard against the temptation to adjust prices too
frequently since continually increasing and decreasing price can lead customers to
companys product.
Demonstrate control
Demonstrate Control
occupancy
Till now it had monopoly in the market, but now Mount view as another five star it needs
And over period of time other five stars hotel are expected to be city, so need of the hour
Advanced Learners Dictionary of Current English lays down the meaning of research as
A careful investigation or inquiry specially through search for new facts in any
new knowledge.
study the various steps that are generally adopted by a researcher in studying his research
1. Descriptive Research Design Descriptive research studies are those studies which are
experimental studies) are those where researcher tests the hypotheses of causal
formularize Research studies. The main purpose of such studies is that of formulating a
problem for more precise investigation or of developing the working hypothesis from and
operational point of view. The major emphasis in such studies is on the discovery of idea
and insights. As such the research design appropriate for such studies must be flexible
enough to provide opportunity for considering different aspects of problem under studies.
scenario of the pricing practices being followed by the leading hotel TAJ
OBJECTIVES
The definition of the problem includes the study of the topic EFFECT OF PRICING
Data Source:
The type of data taken into consideration for this topic is the primary
Sample Size - 66
(Judgment sampling)
through Preparation of
questionnaire
RATES:
REVENUE
This table tells the result of revenue generated under each plan.
So, it is clearly seen that plan BOGO i.e. T02 AND WEEKEND PLAN brings the most
So it is must for the hotel to analyze the market and come up with best pricing technique
1 DAY 28
2 DAYS 25
>2 DAYS 13
30
25
20
15
10 DAYS
5
0
1 day 2 days more than
2 days
yrs 3
25-35
10
yrs
35-45
25
yrs
45 &
28
above
BUSINESS 46
LEISURE 20
5. Which restaurants you lk most within Taj?
BUSINESS 38
FAMILY STAY 9
FRIENDS
1
GATEWAY
SOLO
18
TRAVELLING
8. Would u like to visit the hotel again?
YES 58
NO 7
FINDINGS
concepts, these firms can protect premium inventory for sale at higher prices, stimulate
Some Characteristics:
Physical Fences
Logical Fences
Longer stay. One night revenue
Short stay. Often one or two
Length of Stay can spoil three nights revenue
days
when demand is high
Cancellations and
High penalty for cancellation
Flexibility rescheduling are allowed at a
and schedule changes
low penalty
Survey findings:
1. At the survey conducted upon 66 people, it was found that people visiting here are
Basically for business purpose, as Chandigarh is not a tourist spot, so a huge potential can
3. The service rendered by the hotel staff is exemplary. The rooms are designed with
great care and precision. Everything about the room makes you feel like staying there
forever. The toiletries provided by this hotel are of a high standard and most of them are
boutique products.
4. The gym is well equipped and the steam bath is very relaxing after a hectic day at
work. The swimming pool is majestic and is located on the first floor of the hotel with a
5. The hotel has a shopping complex inside it to keep the guests busy in the evening! The
corridors are also designed with great care to keep the guests comfortable.
6. Then the hotel is placed in sector 17 where the market is. Also the rose garden is very
close.
First, one needs to overcome this myth that lowering the room rates would sell more
rooms and increase the room revenue. It may sell a few more rooms, but it rarely sells
enough rooms to offset lowered rates. Its simple economics, simply selling more rooms
increases expenses, while even slightly higher rates increase profit. As occupancy
average rate. An hotelier who understands and employs the tactics of revenue
management monitors and adjusts rates in reaction to fluctuations in current and future
occupancy demand.
For many hotel owners and managers, reducing rates is the lazy-man form of marketing.
Its generally their first thought when sales are low, after-all, it takes very little thought
and certainly very little research and/or effort. And, it also ignores the fact that people
dont buy rate, they buy value. Sometimes, lower rates are interpreted as having lower
hotel properly within your marketplace. If the hotel deserves to be in the number one
position because of its location, facilities and amenities, one should make sure it is
Take a serious look at a hotels web site, next year; more than 65% of a hotels business
will be directly or indirectly influenced by the Internet. Before an hotelier looks to have
another web site designed, he should get an analysis of the current site. A good analysis
will give him a clue as to what is working or isnt working very well on his hotels site.
This analysis can be used to guide the new designer to create a functional web site. One
should remember that search engine optimization must be incorporated into the design of
the site; its not something used after the site is completed.
Its an absolute fallacy to think that SEO can be applied to a poorly designed web site to
increase traffic. SEO must be incorporated into the design of the site itself.
An article written by a web site design company thinks that, having an average of only
The site needs to be designed to be easily found through search and, once found, it needs
to have the necessary elements of location, facilities, attractions, and value to persuade its
increase occupancy and average rate. It takes a little effort to do the necessary research,
Revenue management relies upon an hoteliers ability to look into the near and distant
future to view occupancy demand and making rate decisions. Measuring reservation
booking pace and being aware of occupancy generators in the hoteliers place creates
smart decisions.
4. Technology
One should go online and subscribe to at least three free online newsletters. Keep ones
knowledge base current with the happenings in the industry. One can learn a great deal
1. Contracted rates could not be calculated as it can not be disclosed. Its the hotel
policy.
2. More calculation of revenue could be done regarding restraints. but due to time
WEB SITES
www.google.com