SERVICE SECTOR

MANAGEMENT

‘INTRODUCTION’

The Industrial involved changes not in the production but also in the
financial structure, transportation as well as communication net-work. The
economic benefits of large scale production could never had been realized
without the emergency of two biggest service sector viz. rail, roads and
banks.

The days when the perception of service sector remained confined to work
with only service motto are gone. The services were done without charging
any fees or accepting any obligation. The mechanized system had paved a
way for socio-economic transformation which has made possible to increase
the level of disposable income.

We spend more when we earn more. We take interest in availing modern

facilities and amenities. The manufacturing sector contributes a lot to the
process. Primary and secondary sector finds it difficult to cope with the
increase socio-economic requirement. This has drawn attention on the
tertiary sector.

As India move toward a service economy, marketers needs to know more

about managing and marketing service product. During the past decade
services have increasingly assumed an important role in the Indian economy.
Service have gained dominance even since this trends was set in the nineties.
The completion in the service organization is becoming more server and
intense. As a result this organization should have a more professional to
manage their business.
 Definition and meaning
A service is an act or performance offered by one party to the another. They
are economic activities that create value and provide for customers at
specific times and places as a result of bringing about a desired change in or
on behalf of the receipt of the services.

The termed service is not limited to personal service like medical service,
beauty parlors, legal service, etc. according to marketing experts and
management thinkers the concept of service is wide one. The termed
services are defined in number of ways but not a single one is universally
accepted.

According to American Marketing Association

“Services are the activity or satisfaction

which are offered for sale or are provided with
the connection of sales of goods.”

Types of Services

Financial services:

Banking, insurance, leasing.

Shipping and Distribution:

Ocean, rail, trucking, airfreight, wholesale warehousing, distribution.

Professional and technical:

Technical licensing and sale, engineering design services, architectural

design, construction management and contracting, other management
service, legal service, accounting.

Other intermediate services:

Computer, data processing, communication services (including software),

franchising, advertising, other (commercial real estate, business travel,
security, postal services, contract maintenance etc.)

Consumer Services (Final Markets to private citizens)

Retailing
Health Care
Travel, recreation, entertainment
Education
Others social services, includes Government
Other personal services (restaurant, home repair laundry etc.)

CHARACTERISTICS

• Intangibility
• Perishability
• Inseparability
• Heterogeneity
 • Ownership
• Simultaneity
• Quality Measurement
• Nature of Demand
Growing Importance of Service

There has been increaser in the demand for the service of professionally
qualified technicians with the establishment of the technical institutes.

Communication service like entertainment, education and the right

information by the public is more important. Due to increasing standards in
education there is an increasing demand for educational institutes which are
in great demand. As the number of students goes up the demand for private
classes, tuitions, etc also increases. Banking service have become necessary
to meet the financial requirement of the public and the national industrial
sector.

Personal care services are essential to develop potentiality of an individual

for a perfect personality and positive image. With the increase amount of
trade and business, done by the rode there has been demand for
transportation services which benefits various automobile manufactures. The
tourism industry has geared itself to make the tourist enjoy the holiday
season in the places of their choice and take them away from monotonous
existence. Adequate hospital services are essential for the well being of the
society.

Hospitality services work on the strategies to satisfy the business class

through their services in the terms of comfort and satisfaction. The above
activities have left the management scientists, socio-economic thinkers to
analyze and understand that managing service need attention, to stay in the
business.

As the natural resources are depleting and need for conservation is

increasing there is been coming of the service provider, like population
control agency, car pools, etc.
 Impact of Services on Daily Life

EVIRONMENTAL TRENDS AND

ENERGING SERVICES MARKETS

Environments Trends Service Market

Consumer Affluence Dine-out habits (hotels and restaurant), travel,
entertainment clubs, repairs and servicing,
carpet and dry cleaning, domestic service,
banking and investments retailing, insurance.
Working Women Domestic service, travel nurseries, fast food
restaurants, financial services marriage
counseling, retailing personal care.
Great Life expectancy Hospitals, nursing homes, entertainment,
travel resort, leisure service, investments,
banking.
Complexity of Life Travel, legal aid, tax counseling, professional
services, airlines, courier services, insurance,
banking.
New Young / Youth Entertainment leasing, fast food travel, picnic
resort, educational institute, tutorial aid,
counseling, retailing.
Corporate Crowd Hotels, advertising, legal services,
recruitment services, management counseling,
health care, airlines, travel booking, courier
services, insurance, banking, marketing
research.
Product Innovation Repair and servicing services (e.g.
computers), training, education, sharing
 services.
Growth Product Complexities Expert advice, specialists.

India’s Growing Services Sector

In line with the global trend, the services sector in India is growing rapidly.
In 2000-01 the share of services in the country's GDP was 54.2%, up from
the 51.5% recorded in 1998-99. And, all indications are that this growth will
get accelerated not only because of burgeoning of services within India, but
also because of their increasing export. India's high capabilities in
Information Technology, and its booming IT software exports which now
account for 2% of the GDP, are well-known
India's health services (manned by highly qualified and experienced
personnel), super-specialty hospitals specializing in both modern and
traditional Indian medical systems (like Ayurveda, Unani, Siddha and
nature- cure) supported by state-of-the-art equipment, are attracting patients
from across the world, and constitute a significant segment of India's
services sector.

Education is another field which is not only a huge segment of the services
sector within the country. By virtue of having the second largest scientific
and technical manpower in the world, India has been providing varied
consultancy and other services globally. Indians have already made a mark
as suppliers of varied services in West Asia, and are available to other parts
of the world as consultants, medical specialists, health workers, financial and
banking experts, educationists, and a host of other services segments.
As a subcontinent with varied geographical, climatic, ethnic, cultural,
religious and social strands intertwined, India is a one-stop destination for
any tourist wanting a kaleidoscopic experience of life in its entirety. The
service sector now accounts for more than half of India's GDP: 51.16
per cent in 1998-99.Within the services sector, the share of trade, hotels and
restaurants increased from 12.52 per cent in 1990-91 to 15.68 per cent in
1998-99. The share of transport, storage and communications has grown
from 5.26 per cent to 7.61 per cent in the years under reference. The share of
construction has remained nearly the same during the period while that of
financing, insurance, real estate and business services has risen from 10.22
per cent to 11.44 per cent.
 The fact that the service sector now
accounts for more than half the GDP
probably marks a watershed in the
evolution of the Indian economy!!!

RESTAURANTS
Restaurant is an establishment that serves prepared food and beverages to
be consumed on the premises. The term covers a multiplicity of venues and a
diversity of styles of cuisine. Restaurants are sometimes a feature of a larger
complex, typically a hotel, where the dining amenities are provided for the
convenience of the residents and, of course, for the hotel to maximize their
potential revenue. Such restaurants are often also open to non-residents. The
term restaurant (from the French restaurer, to restore) first appeared in the
16th century, meaning "a food which restores", and referred specifically to a
rich, highly flavoured soup. According to the Guinness Book of Records, the
Sobrino de Botin in Madrid, Spain is the oldest restaurant in existence today.
It opened in 1725.

The modern sense of the word was born around 1765 when a Parisian soup-
seller named Boulanger opened his establishment. The first restaurant in the
form that became standard (customers sitting down with individual portions
at individual tables, selecting food from menus, during fixed opening hours)
was the Grand Taverne de Londres, founded in 1782 by a man named
Beauvilliers.Whilst inns and taverns were known from antiquity, these were
establishments aimed at travellers, and in general locals would rarely eat
there. The restaurant became established in France after the French
Revolution broke up catering guilds and forced the aristocracy to flee,
leaving a retinue of servants with the skills to cook excellent food; whilst at
the same time numerous provincials arrived in Paris with no family to cook
for them. Restaurants were the means by which these two could be brought
together — and the French tradition of dining out was born. In this period
the star chef Auguste Escoffier, often credited with founding classic French
cuisine, flourished, becoming known as the "Cook of Kings and the King of
Cooks."

Economics
In economics, restaurants are the end of the supply chain in the foodservice
industry. There is usually much competition in most cities since barriers to
entry are relatively low, which means that for most restaurants, it is hard to
make a profit. In most First World industrialized countries, restaurants are
heavily regulated to ensure the health and safety of the customers.

The typical restaurant owner faces many obstacles to success, including

raising initial capital, finding competent and skilled labour, maintaining
consistent and excellent food quality, maintaining high standards of safety,
and the constant hassle of minimising potential liability for any food
poisoning or accidents that may occur.Additionally, when economic
conditions change—for example an increase in gasoline prices—households
typically spend less on dining out. In 2006, there are approximately 215,000
full-service restaurants in the United States, accounting for $298 billion, and
approximately 250,000 limited-service (fast food) restaurants, accounting for
$260 billion, according to the 2006 U.S. Industry & Market Outlook by
Barnes Reports.

Types of restaurants
Restaurants in Greek islands are often situated right on the beach. This is an
example from Astipalea.Restaurants range from unpretentious lunching or
dining places catering to people working nearby, with simple food served in
simple settings at low prices, to expensive establishments serving refined
food and wines in a formal setting. In the former case, customers usually
wear casual clothing. In the latter case, depending on culture and local
traditions, customers might wear semi-casual, semi-formal, or even in rare
cases formal wear.Standardly customers sit at tables, their orders are taken
by a waiter, who brings the food when it is ready, and the customers pay the
bill before leaving. In finer restaurants there will be a host or hostess or even
a maître d'hôtel to welcome customers and to seat them. Other staff waiting
on customers include busboys and sommeliers.

Depending on local custom, a tip of varying proportions of the bill (often

10–20%) may be added, which (usually) goes to the staff rather than the
restaurant. This gratuity might be added directly to the bill or it may be
given voluntarily. Restaurants often specialise in certain types of food or
present a certain unifying, and often entertaining, theme. For example, there
are seafood restaurants, vegetarian restaurants or ethnic restaurants.
Generally speaking, restaurants selling "local" food are simply called
restaurants, while restaurants selling food of foreign origin are called
accordingly, for example, a Chinese restaurant and a French restaurant.

RAJDHANI THALI
RESTAURENT
INTRODUCTION

It was in the year 1947. A year wrought with the ranging fires of Indian
Independence. Two enterprising young brothers left their home in Gujarat
for the bustling city of Bombay. They were Shri Ishwarlal and Shri Jugaldas
Barot. And riding on the immense pride of being Indians in a 'Free India'
they carefully invested their savings in a small restaurant business in the
busy commercial area of Mangaldas Market. In time their business grew,
and spurred on by sheer hard work and zeal, the duo soon earned reputation
far and wide, for its south Indian food, under the banner 'Ishwar Bhuvan', for
five decades.

By this time, fresh blood was taking over with Rajnikant Barot, along with
Pankaj Barot, who did their Food & Service Management from Dadar
catering, Shri Ketan Barot, an academic from the Sophia Catering and
Kamlesh Barot, a merit card holder from Dadar Catering College in Food
Service Management, all graduates of Commerce and N.K.Maheshwari from
catering college dadar.

Simultaneously for the Barots, newer avenues were presenting themselves.

From the early days of Ishwar Bhuvan, business had been good, and with the
coffers ringing in Bombay, the Barots sought larger investments elsewhere.
By the year 1980 the historical city of Baroda was also rapidly growing in
commercial importance and became a distinct possibility. With characteristic
foresight, they acquired a running business on the main road of Dandia
Bazaar, Baroda, 'Hotel Rajdhani'.

Under its new management Hotel Rajdhani enjoys 90% occupancy and it's
restaurant aptly named 'Ishwar Bhuvan', owned by "Ishwar Bhuwan Hotels
Ltd" a public limited company, has become famous all over Gujarat, for it's
gujarati thali.

Just as popular fashions dictate taste, so do food habits. And in 1989, the old
Ishwar Bhuvan, Bombay, running into its 42nd year, was ceremoniously
redecorated and renamed 'Rajdhani restaurant' owned by "Ishwar Bhuwan
Refreshment Annexe". By serving exquisite ethnic gujrati food for the first
time in Bombay, Rajdhani restaurant became a popular lunchtime
rendezvous for the shoppers and businessmen in the busy market area. The
Barots had not only put Gujrati cuisine on the map, but in doing so had
amply paid back a tribute to the land of their birth. What really turn a
restaurant into a legend, is the quality of it's food and service. With its latest
refurbishment and introduction of regional cuisine, like the Rajasthani,
Maharashtrian and the Kathiawadi Thali, Rajdhani has created a 'Niche' for
it's trendy and authentic food with the connoisseurs of Indian food.

In 1992, they started with the second branch of Rajdhani in Baroda.

Encouraged with every enviable success, the Barots moved on to newer
ventures. In 1991 they opened 'Revival' Bombay's most glamorous
vegetarian restaurant & bar in the prestigious sandy expanse of Chowpatty,
Bombay owned by Barot Hotels Pvt Ltd. The restaurant features 1920's
architecture and interiors.

Stir Academy of Bartending at Revival started in 1999 with a partnership of

Mrs. Shatbhi Basu. An academy of it's kind in India, teaches students the
finer details of Flair Bartending, with audio-visual and computer aids, is a
sought after school for not only bar personnel but also amateurs and Career
appreciation enthusiasts. Our students today are working in the most elitist
of restaurants, clubs and hotels of Bombay

In May 2000, for the first time in Gujarat the Barots have franchised a Silver
Thali restaurant "Aamantran" which serves five different cuisine of India
namely, Rajasthani, Kathiawadi, Maharashtrian, Punjabi and South Indian.
Achieving an overnight success of this virgin concept, as usual there shall be
a lot of emulators to come. Housing a 120 capacity Banquet Hall this
restaurant is located in the plush environs of Alkapuri in Baroda

INORBIT MALL, at Malad Link road, Bombay, one of the largest malls
in Asia, constructed and operated by the K. Raheja group, had approached
the Barots for opening a specialty restaurant in the Mall. Franchised with
Maheshwaris, it is co-located in this 25000-foot-fall plush Mall amidst the
Pizza Hut, McDonalds, Ruby Tuesday, Mars and Blue Foods. An 80 cover,
modern designed vegetarian eatery serving regional Indian food, in Thalis as
well as a-la-carte has become the most talked about, busy place in the
suburbs. From day one this restaurant has serpentine queues outside the
entrance door, before the restaurant starts operating. Weekends register an
un-precedent waiting patronage.

Barot's have franchised their Rajdhani in Nashik with the Shanbaug's at the
Dwarka Hotel, as an outlet in their property. A 70 cover thali restaurant is
adjacent to a 120 cover South Indian restaurant, which complements each
other in this industrious and pilgrimage town of Maharashtra.

With the success of Swiss Resorts Lonavala, the Pherwani's of Whispering

Woods have approached the Barots to franchise their management
operations for their colloquial Go-carting resort. This resort has six food
outlets and 13 rooms to cater to.

In 2005 Nirmal Lifestyles, at LBS Marg, the most stylized Mall in the Queen
of Suburbs, Mulund has Rajdhani, a 95 cover, blend of traditional and
contemporary design serving regional Indian food. A take-away counter
allows the visiting gentry to savor the unique snacks, Aamras, Undhiya kind
of USP dishes of this food outlet. Guest comments like, "Thank you for
gracing in the suburbs with favorite Rajdhani food" says it all.
 PROMOTERS OF THE RAJDHANI

Ajay Maheshwari - Hotel management

from catering college of.
Dadar

Ashish Maheshwari - Bachelor in

commerce management and 3 years of
experience in hotels.

N.K Maheshwari - Dadar catering

college
 Kamlesh Barot - Dadar catering
college

Pankaj Barot - Dadar catering

college

Goenkas- - Financial assistance

RAJDHANI MENU ACCORDING TO THE

DAYS IN THE WEEK

MONDAY

Vegetables- Parwal, Bhutta Palak, Dudhi Kakdi Khalwa, Cabbage Chana

Dal, Batata Vatana, Batata Sukha Bhaji, Math Rasawala, Val-Dal

Farsan- Chand Tara, Kotmir Wadi, Puneri Misal, Ratnagiri Gugra

TUESDAY

Vegetables- Papdi Dhokli, Turiya Patra, Fulawar Vatana, Palak Paneer,

Lasuni Batata, Batata Rasalwala, Black Dal, White Vatana

Farsan- Makai Patice, Piyaz Kachori, Khata Dhokla, Damni Dhokla

 WEDNESDAY

Vegetables- Bikaneri Tomato, Raboodi Kanda, Kashmiri Karela, Bhinda

Muglai, Batata Rasalwal, Batata Dahi Wala, Jaipuri Gatta, Kala Channa.

Farsan- Raj Kachori, Rajasthani Mirchi Wada, Tringi Dhokla, Vegetable

Muthiya, Puran Polli.

THURSDAY

Vegetables- Sukha Vangi, Tandliya Bhaji, Dudhi Dahi, Sing Sargwa, Batata
Tomato, Batata Sukhi Bhaji, Rangooni Val, Kabuli Chana.

Farsan- Ragda Pattice, Sandwish Tikki, Nylon Khaman, Amiri Khaman

FRIDAY

Vegetables- Chouli Dhokli, Turiya Mugdal, Palak Mug ni dal, Tomato

Muthiya, Batana Ringna, Batata Tomato, Deshi Chana, Lasuni Udad.

Farsan-- Patra Samosa, Patty Samosa, Stuff Dhokli, Patra.

SATURDAY

Vegetables-Palak Paneer, Guwar Dhokli, Tindola Cabbage, Fulawer Vatana,

Batana Sambhariya, Batata Tomato, Mix Kathol, Mug Khata.
Farsan- Dhahi Wada, Batata Wada, Samosa

CUSTOMER PROFILE

Their main customers are families which comprises not only of Marwadi
and Gujrati families but a balance of other section as well. In Crawford
market the percentage of Gujrati customers are more which sums up to 80%
where as in INORBIT it constitutes to only 15-20%
They have targeted people working in INORBIT as well tourists who come
there for shopping. Premium customers include celebrities
like Padmini Kolhapuri, Vasundhara Das and Shabana
Azmi Who add to the goodwill n fame of Rajdhani.
In the Crawford market outlet the food is sweet as the 80% of the customer
is gujarati who prefers sweet food and in the INORBIT Outlet the food is
spicy keeping in view of the cosmopolitan customer.

They have the policy of customer delight, they treat customer as GOD really
they follow the principal of ‘ATITHI DEVO BHAVA’. They take the
customers complaints and the suggestions in the positive manner and starts
working on them right away. There is separate suggestion book and
feedback forms given to them at the end of the meal so that their valuable
suggestions are noted are worked upon. This makes the customer feel that
their suggestions are listened and worked on.

PRESENT INFRASTRUCTURE

Despite extensive global influences creeping in the 'Thali' is still

synonymous with everything Indian, and remains a symbol of basic
simplicity inherent in Indian culture, as evident in the popularity of the
Rajdhani brand. The Architects thus chose to design the restaurant to
represent this curious new fusion now visible in Indian culture They chose
rural and rustic idioms to represent the basic simplicity of the 'thali', and at
the same time treated them with characters and forms which are universal
and contemporary. The rough hewn timber benches, the raftered ceiling, the
contemporary treatment of rope in the ceiling and display, the basic
terracotta pottery display, and a new interpretation of the bandhni motif
forms an interesting fusion with the bright wall colours to form a modern
environment, which while complementing the bright, glitzy feel of the mall,
does not take away from the essentially 'truly Indian' feel of the THALI.

The carpet area is around 2000-2500 square feet. And the Rajdhani in orbit
is 90seater and Crawford market is 50seater. They have their corporate
office situated in lower parel.

ORGANIZATION STRUCTURE AND

MANPOWER STRENGTH

• Board of directors ( Maheshwari , Barot, Goenka )

• Corporate sales manager and marketing manager

• Corporate general manager

 • Corporate store manager

• Corporate kitchen supervisor

 Supervisors
 Hostess
 Staff

Manpower strength –75 employees in Inorbit branch

Total no. of employees: 789.
Each unit: 2 sales people
Total 25 executive chefs.

MARKET INFORMATION

Geographic distribution of market

Baroda , Nasik , Mumbai, Malad , Mulund

Revival Rajdhani Revival Rajdhani Revival Amantran SwissResort India Quay Rajdhani
Baroda Mumbai Hanoi Baroda Mumbai Baroda Lonavala Australia Inorbit
 Product line distribution of market

Thali is India's homespun answer to authentic plated meals, and truly "faster
than fast food" that's nutritious and wholesome too, dished out to hungry
guests in a hurry A new set comes in with a change in the season, every
quarter of the year too. The cooking is traditional, and only hand-pounded
pure spices are used. It is a long, narrow, air-conditioned, clean eatery,
coupled with brisk service.

In the evenings Rajasthani, Maharashtrian, North Indian, South Indian and

the Kathiawadi food, is served in turns, on a silver plated peacock thali with
the entire crockery, cutlery in silver, known as "Utsav" (Festival) Thali.
Along with the Utsav, the Gujrati meals are also available. Exclusively,
cooks from the specific region prepare each cuisine, to retain the distinctive
taste, cooking with meticulous care and attention to detail.
 Quality : A measure of excellence.
Quality is exceeding the customer expectations. It’s very difficult to define
quality in service sector because of intangibility and services cannot be
stored.
Quality can be defined as user-based, value-based, manufacturing based.In
service sector industry, we can come to know about the quality by measuring
difference between customer expectation about the service and the service
offered by the management. In a restaurant the experience starts when
customers comes to the restaurants, he has perception about food quality,
service quality, ambience etc and ends when he goes out.It can either lead to
customer delight if the quality exceeds customer’s expectations or customer
dissatisfaction if it is not upto the customer’s expectations.

Dimensions Definitions

ACESS Approachability and ease of contact

COMMUNICATION Listening to customers and keeping them

informed in a language in which they can
understand.

UNDERSTANDING THE Making the effort to know customer and

CUSTOMERS their needs.

TANGIBLES Appearance of physical facilities,

equipments, personnel and
communication materials.

RELIABILITY Ability to perform the promised service

dependably and accurately.
RESPONSIVENESS Willingness to help customer and provide
prompt service
COMPETENCE Possession of the skills and knowledge

COURTESY Politeness, respect, consideration, and

friendliness of contact personnel.
One definition of quality is that the product has a distinguishing
characteristic, which shows a superior standard of excellence as compared with
a lesser product. This means that dishes must be judged on their appearance as
well as their taste. The following points are aspects of quality:

• The dishes suit the tastes of a cross-section of the customers

• The dishes are appropriate to the kind of meal and the occasion

• The food is fit for human consumption and is produced in

Compliance with legislation

• The standard size portions give value for money

• The food is prepared and served to retain its nutritional value

• The dishes have a degree of originality but are true to their names
and menu

• The meals contain a proper balance of taste, texture, seasoning

and aroma

• The dishes are neatly and artistically arranged to make them

visually attractive

• The dishes are served at the correct temperature and to the correct
standard.

‘In the reference to the Rajdhani’

Rajdhani is ISO Certified taking in consideration of the all the quality

standards pertaining to the food and beverages sector. The Quality which are
they providing are par more then what customer expects. The ambience,
food and the service provided by Rajdhani are on the standard to provide top
excellent quality to the customers.
 PRODUCT LINES

Thali is India's homespun answer to authentic plated meals, and truly "faster
than fast food" that's nutritious and wholesome too, dished out to hungry
guests in a hurry. The tables here are already set, requiring no menu
reference. The service begins with a meticulously synchronized operation as
the servers, transform the empty thali into an appetizing kaleidoscope of
complementing colours textures and flavours. Being very homogeneous
though distinct from each gleaming katori to the other, food is served on
large steel/silver platter, is what a thali is all about. Known as a "thali place"
with 80 different rotating menus, we give even the most regular customers
the flavour of novelty. A new set comes in with a change in the season,
every quarter of the year too. The cooking is traditional, and only hand-
pounded pure spices are used. It is a long, narrow, air-conditioned, clean
eatery, coupled with brisk service. In the evenings Rajasthani,
Maharashtrian, North Indian, South Indian and the Kathiawadi food, is
served in turns, on a silver plated peacock thali with the entire crockery,
cutlery in silver, known as "Utsav" (Festival) Thali. Along with the Utsav,
the Gujrati meals are also available. Exclusively, cooks from the specific
region prepare each cuisine, to retain the distinctive taste, cooking with
meticulous care and attention to detail.
 KINDS OF CONSUMERS
Knowing the type of customer is as essential as knowing the difference
between salt and pepper.

Budget consumers:

These are the type of consumers who are very cautious of the money they
spend on food and prefer economical food. They eat outside more out of
necessity than choice. The people having long working hours beginning
early morning also can be considered as budget customers.
Variety seeking consumers:

They are those kinds of consumers who frequently visit food joints. As they
eat by choice, variety of food is the essence. They may visit a food joint
once every week

Occasional consumers:

They are consumers who hardly eat out or visit restaurants and prefer home
made food, due to health or other economical reasons.

Bulk regular consumers:

These are the consumers who generally purchase the raw materials or
prepare food in large quantities on a regular basis. There is also the
likelihood that these consumers may have entered into a contract with the
catering or other enterprise to provide the requirement on a regular basis.
This is also typically observed in case of canteens. Even the food in college
canteens are prepared in large quantities; making them bulk customers.

Bulk occasional consumers:

These are the consumers who purchase food in bulk, i.e. in large quantities
but in certain special situations or on certain special occasions, like in case
of wedding or party orders.
 PROMOTIONAL STRATEGIES OF
RAJDHANI
Through promotion, marketers inform existing or prospective customers
about service features and benefits, price and other costs, the channels
through which the service is delivered, and when and where it is available.
Rajdhani follows the least aggressive in off-premise strategy.
The target market from various sources are received through this
information.

Messages Transmitted Through Production Channels:

In this category, communications are developed within the
organization and transmitted through the production channels used to deliver
the service itself.

Front-line staff:
In catering services, employees in front-line position, i.e. wait staff
serve the customers directly. They promote services of the organization
through excellence in service delivery, technical knowledge.

Messages Transmitted Through Marketing Channels:

In business, very few well established firms like fast foods chain, etc,
undertake these tools of promotion.

• Advertising
• Print
• Direct Mail
• Website
• Sales Promotion
ESSENTIAL SKILLS REQUIRED FOR
RUNNING A RESTURANTS SERVICE.

• Competency in cooking and food preparation

• Planning and organization
• Efficiency
• Ability to work under pressure
• Skill in problem solving and crisis management
• Ability to deal with clients confidently and successfully

SERVICE FAILURE: FISHBONE

FUTURE ANALYSIS OF RAJDHANI
RESTAURENT

Future vision of the enterprise

Description of plans

The Barots are gearing up to debut the Rajdhani brand in England via a
franchisee deal with British-based Indian fast food chain, Shakuni. Part of
Shakuni's existing South London 250-seater restaurant will be overhauled
and remodelled on the popular Thali brand set piece. The two incumbents
will also consider more franchise opportunities in light of the franchisees'
restaurant chain in Britain. The latest franchise is part of a larger overall
thrust on local and international expansions which is being planned under a
newly launched holding company, Encore Hospitality, to serve the objective.

The company will focus on ownership and franchise projects in the wake of
forays into the north Indian markets with flagship brands, Rajdhani and
Revival. Says Encore Hospitality director, Kamlesh Barot,

"The objective of launching Encore was to focus on expansions through

the franchise and ownership route and sustain it with the view of
maintaining high standards given the restaurant in Australia and those
in Mulund and the potential of one in a Delhi mall."
Encore will have a separate office run by a corporate manager, purchase
manager and stewards that service the existing and upcoming properties. The
company has appointed an individual known as the Responsibility Centre
(RC) who will be trained at one of the existing properties and will then be
entrusted with the task of setting up subsequent franchise outlets. Going
forward, they hope to add another five editions to the existing chain of five
Rajdhanis, taking the tally to ten by November 2005.

"The Rajdhani franchise in Australia has been well received in Sydney and it
enjoys a considerable advantage over the conventional small establishments
that suffer from labour turnover and sourcing of ingredients which is
predominantly local. The Sydney Franchise is already ranked as the third
best Indian speciality restaurant in the city. Expanding further into other
Australian cities unfortunately has proved to be an uphill task as work visas
are an issue. Further expansions into Western Europe though is quite a
possibility as the restaurant chain that we have the franchise agreement with
tied up with, has eight other outlets in the region so the options are always
open depending on how the first franchise fares. South East Asia is not very
encouraging, as the governments are not that open. I did consider Kuala
Lumpur but faced a tough task when trying to convince the Malaysian
government to set up an Indian restaurant," Barot revealed.
 Expansion plans

Goregaon ( Mumbai) – 2006 october

Vashi inorbit (Mumbai) 2007

Pune June 2006

Indore March 2006

Hyderabad 2008
Bandra 2007
Franchise
Bangalore 2007

Calcutta 2007

They are also planning to go abroad

USA, Chile, Dubai, Muscat and Bangkok
Muskat and dubai

VISA PROBLEMS

USA- visa and labor problem

Hotels are amongst the most visible and important aspects of a country's
infrastructure. Hotel industry is a closely linked one to the tourism industry.
A number of factors like promotion of tourism and rapid industrial progress
have given a boost to hoteliering. The recent liberalisation of trade and
opening up of economy will further lead to revolutionary growth in this
sector.
 PRESS REVEIWS
TV ACTOR SUMEET SACHDEV ENJOYING THE GUJARATI THALI AT
RAJDHANI WHICH OPENED AT INORBIT MALL RECENTLY

RAJDHANI GETS THE TIMES FOOD AWARD FOR THE BEST

GUJARATI RESTAURANT 2005

MR. VINEET JAIN ENJOYING THE RAJDHANI CUISINE WITH MR.

KAMLESH BAROT

STIR ACADEMY OF BARTENDING

STARTED IN 1999 AT REVIVAL, IN PARTNERSHIP WITH MRS.
SHATBHI BASU. AN ACADEMY OF IT'S KIND IN INDIA, TEACHES
STUDENTS THE FINER DETAILS OF FLAIR BARTENDING, WITH
AUDIO-VISUAL AND COMPUTER AIDS, IS A SOUGHT AFTER
SCHOOL FOR NOT ONLY BAR PERSONNEL BUT ALSO AMATEURS
AND CAREER APPRECIATION ENTHUSIASTS. OUR STUDENTS
TODAY ARE WORKING IN THE MOST ELITIST OF RESTAURANTS,
CLUBS AND HOTELS OF BOMBAY.

THE REVIVAL TULIP HOTEL TRAINING SCHOOL

STARTED ON 7TH JANUARY 2002 STEERED BY INDUSTRY

STALWARTS, OFFERING CERTIFICATE COURSES IN FRONT
OFFICE, FOOD & BEVERAGE, HOUSEKEEPING AND FOOD
PRODUCTION. THE SCHOOL AIMS AT CREATING AN
ENVIRONMENT BEST SUITED TO IMPART HOSPITALITY
EDUCATION IN GUJARAT. IT IS ONE OF THE FEW SCHOOLS,
WHICH SHOW STUDENTS AN ACTUAL WORKING HOTEL,
RATHER THAN CREATING AN ILLUSIONARY SIMULATED
SITUATION DIFFICULT FOR STUDENTS TO GRAB. ULTIMATELY
THE STUDENT GRADUATING FROM THE SCHOOL GETS
ABSORBED IN THE SIX AND MORE PROPERTIES OF THE BAROTS
AS WELL AS THE SCORE OF PROPERTIES OF THE TULIP HOTELS.
 ISO CERTIFICATION

REVIVAL HOTEL BARODA WAS PRESENTED FHRAI

ENVIRONMENT CHAMPION AWARD FOR 2001 AMONGST SMALL
HOTELS BY UNION TOURISM SECRETARY MR.M.P.BEZBARUAH
AND PRESIDENT OF FHRAI AT CHENNAI
 ‘SUGGESTIONS’

Rajdhani restaurant is truly an Indian cuisine restaurant in its own special

way providing traditional food relating to all communities of our India thus
keeping the traditional culture of the country running. The strengths of this
restaurant truly indicated that it has ling years to go and now is also on the
verge of success in a majestic way serving not only the celebrities across
India and also common people.

We have a suggestion to make that would probably might add a charm to

this restaurant as a whole. Rajdhani can make their restaurants more
attractive in the field of ambience by giving it more traditional outlook by
adding more colors & sparking environment. They can start up with open
terrace restaurants in a natural environment!!!

They could also make use of traditional folk dances aside the dining areas n
arrange some shows and competitions on a regular basis thus would make
one of the promotional strategies. Also the maharajas serving can also dress
up in the traditional costume according to the menu items each day.

Thus RAJDHANI serves as a symbol of rich culture & quality food of

Indian culture. It’s brand popularity is a true example of Indian people going
DESI.. & thus now it is slowly achieving the top positioning the hotel
industry!!!
 BIBLIOGRAPHY

• Service sector management- Romeo S.

Mascarenhas

• Service sector management –

Ravishankar

• WWW.REVITALHOTEL.COM

• Field work at the RAJDHANI THALI

RESTAURENT, Inorbit Mall,Malad.

• DISCUSSIONS WITH THE PROMOTER OF

RAJDHANI –MR.AASHISH
MAHESHWARI
 THAKUR COLLEGE OF SCIENCE &
COMMERCE

DEPARTMENT OF B.M.S

Subject

SERVICE SECTOR MANAGEMENT

Project On

HOTEL INDUSTRY

‘RAJDHANI THALI
RESTAURENT’
 Subject Coordinator

Mrs. Shalini Arora

ACKNOWLEDGEMENT

We take immense pleasure in thanking Mrs.

Shalinin Arora for giving this opportunity as a
part of learning of the subject ‘SERVICE
SECTOR MANAGEMENT’ and helping in gaining
the practical knowledge related to the theories
mentioned in the syllabus which are useful in
the academics.

We have tries our best to collect the all

possible information to the topic for making it a
complete one. This completion would not have
been possible without your consent, promoter
of Rajdhani restaurant-Mr. Ashish
Maheshwari .Thus we are thankful to all of
them.
 CERTIFICATE OF MERIT

This is to certify that that following of

the group members:

ROLL.NO NAMES

41 Nidhi Jhirmiria

42 Tushar Inani

43 Nishita Mehta

44 Anuja Joglekar

45 Rahul Poddar

48 Nimish Vasani

Have successfully completed project on

HOTEL INDUSTRY-RAJDHANI THALI
RESTAURENT as a part of the study of the
subject Service Sector Management.

Signature of the
subject coordinator

EXECUTIVE SUMMARY

India’s cuisine is as rich and diverse as her people. The food available in
India is as diverse as its racial structure, geography & climate. The service
industry in the field of hotels relating to restaurants has made a rapid
progress adding a value to the economic growth of the nation. Also more &
more people are seen booming in this industry as a result of people opting to
eat out of their homes…thus the project is made on RAJDHANI
RESTAURENT including the SWOT analysis , relationship of this
restaurant with other service sectors & the future prospective of the hotel
industry.

Rajdhani restaurant is running into its 42nd year and provides all varieties of
THALI food!!! The quality of its food and service has made a step ahead by
them as compared to other restaurants. Eminent personalities like The
Ambani family, Karan Johar, Anil Dharker have made their mark in the
visitor’s book of this restaurant.

Thus, RAJDHANI, is a symbol of rich culture & quality served which will
always remained unchanged. Today it is making its mark in the top positions
of the hotel industry and planning to go global thus expanding its network &
taking Indian food at an international platform!!!!

INDEX

• Service Sector Management- An Introduction

• Hotel industry – Restaurants

• Rajdhani Thali restaurant - an Introduction

• Customer profile

• Organization structure & market information

• Quality & Consumer profile

• SWOT Analysis
 • Relationship of ‘Rajdhani’ with other service sectors

• Future prospects

• Press Reviews

• Photo gallery

• Bibliography

RELATIONSHIP WITH OTHER SERVICE

SECTORS

Rajdhani is related to other service sectors in many ways, it can through the
service sector, by quality or through the consumer satisfaction. It places a
symbiotic relationship with other sectors in the business. With the tie-up’s
with other service sector, Rajdhani improves the Service Quality to the par
excellence. The tie-up’s can be in various forms in terms of benefits for the
both customers and the business.

There are some of the sectors to which Rajdhani is related to:

1. Hutch Rajdhani

 Rajdhani has tie-up with Hutch. Hutch started it promotional

offers on Tuesday’s in that customer can avail discounts on
Tuesday’s by downloading coupons from the Hutch Phones. The
customers can get up 20% discount on the meals
2. Lifestyle Rajdhani

 Lifestyle has tie-up with the Rajdhani restaurant. The deal goes

like when you have food worth Rs 5000/- or more in Rajdhani

then you get discount coupons for the Lifestyle.This goes on with

the Lifestyle too during the promotional events they give out

various discount coupons of Rajdhani to their customers.

3. Call center’s Rajdhani

 There are call center who tie-up with Rajdhani to get discounted

meals for their employees. This goes with delivery of lunch pack

to employees at the offices too. Rajdhani strike a deal with them

to get bulk contract from them. This works in the Vice-Vera form

because Rajdhani gets business and the call centers get their

employees a good deal at one of the best restaurants in Mumbai.

SWOT ANALYSIS OF RAJDHANI THALI
RESTAURENT

1. STRENGHTS

• THALI – Unlimited food

• Variety in the menu
• Excellent service
• Traditional ambience –attracting customers from all sects
• Rates as compared to the other restaurants are nominal
• Location – Inorbit mall, Malad
• Taste & requirement according to the customer preferences
• Nominal wastage per day
 • Quality - Assurance & Reliability

2. WEAKNESS
• No Home delivery service
• Less sitting space for customers- less dining area
• Waiting time
• Restriction on abroad licensing
• Penetration more on the Gujrati & Marvadi community

3. OPPORTUNITIES

• Planning to start services of take away parcels

• Tie- ups with the other service sector including airplanes &
railways
• More traditional touch with live folk dances
• Collaborating with call centers of Mumbai on large scale
• Franchise openings
• Launching at a global level
• Opening restaurants targeted to a specific community-
marketing research to be made.
4. THREATS

• Competitors serving thali- Panchavati

• Young generation preference for Pizza hut, Café coffe day etc.
• Restaurants with varied cuisines
• Modern polished restaurants