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The Taj Hotels – Attempting a Broad Competitive Global Niche while Maintaining Brand Equity

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There are a number of analytical tools to help you organize, analyze, and display yourinformation in a convenient and easy to interpret form. Some of these techniques allow you to quantify the decisions by making judgments about the situation. You should select those tools which best fit the particular case situation. Following are some of the tools that are available: Competitive Strategy Models (Porter) - A useful point to begin the analysis of strategy is to use Porter's Competitive Strategy Model. Porter believes that to be successful, a company must select one of three generic mode...

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Question Preview:

There are a number of analytical tools to help you organize, analyze, and display yourinformation in a convenient and easy to interpret form. Some of these techniques allow you to quantify the decisions by making judgments about the situation. You should select those tools which best fit the particular case situation. Following are some of the tools that are available: Competitive Strategy Models (Porter) - A useful point to begin the analysis of strategy is to use Porter's Competitive Strategy Model. Porter believes that to be successful, a company must select one of three generic models of competitive strategy. These are Low Cost Producer, Differentiation, and Focus or Niche. This can be followed by developing Porter's Five Forces Model. 1)The Five Forces Model displays the major sources of competition. These five forces of competition include direct competitors, substitute products, customers, suppliers, and new entrants into the marketplace. Successful use of the Porter Model Analysis includes identifying the sources of competition, the strength and likelihood of that competition existing, and strategic recommendations for the action a company should take to develop barriers to the various forms of competition.You should b7 determining what strategy the company is following and how well it is working. 2) Performance Analysis - You should make comparisons of key financial and market data at both the corporate and business unit level with major competitors and/or industry averages. Compare key expenses to sales, such as percent R&D of sales, percent sales and administrative expense of sales, percent of accounts receivable of sales, and sales per employee or sales per store.Looking at trends over time can be very important. 3)Key Success Factors / Strength Assessment - Identifying key success factors for the company and its competitors is another useful analytical tool. By utilizing a rating and weighing technique, you can quantify qualitative evaluations. The first step is to identify the key success factors, then apply a weighing to each of those that totals one hundred percent. The weighing represents the importance of each factor relative to the others. Next, using a scale of one to five, with five being very strong and one being very weak, rate the company on each of the success factors. Also rate its key competitors. This shows rather quickly the comparison on each factor, and when multiplied by the weighing and added together, can provide one number that represents the total key success factor comparison with each major competitor. This technique can also be used as a starting point in developing a map such as strategic groups map. 4) SWOT Analysis - A SWOT analysis is designed to identify the strengths and weaknesses of the company (internal factors) and the opportunities and threats for the company (external factors). A SWOT analysis is often a good starting point, but you need to draw conclusions as a result of the analysis. For example, is the company in a strong competitive position? What can it do to turn weaknesses into strengths and threats into opportunities? Can it continue to pursue its current strategy in a profitable manner, or will the strategy need revision? 5) Appropriate financial analysis.

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SWOT Analysis

Strengths:

The hotel group enjoys a high brand equity as it is more than 100 years old. Therefore, it has been reported as the top five global hotels by New York Times.The hotel chain operates 126 hotels under different brand names such as Vivanta, Gateway Hotels and Ginger brands.The hotel chain depicts excellence in the art of hospitality to depict international presence, increasing its monopoly in the domestic market as well as creating value for all its stakeholders.The company treats its people as the greatest assets by respecting diversity of people, their ideas as well as culture.The company encourages innovation, by supporting growth thorough knowledge and learning.The company encourages an environment that supports and retains the best talent.The Ginger subsidiary also diversified into various cities to follow the expansion plans of the hotel group.

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