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ABOUT THE INDUSTRY. Hotels and restaurants are the most important part of the hospitality sector.

Hotels in India have supply of 110,00 rooms. India ranks 18th in business travel and will be among the top 5 in this decade. There is huge employment provided by this sector under different department and hierarchies The hospitality industry is poised to grow at a faster rate and reach 826.76 billion INR by this year. It is estimated that over the next two years 70,000 80,000 rooms will be added across different categories throughout the country

ABOUT THE COMPANY ITC Maurya is named after the famous Mauryan dynasty. Its build over 5.5 acres . It has 440 rooms . One of the most popular dining destination in India. Renowned for their convenient and strategic locations within

major cities .

COMPETITORS The Taj group of hotels . Grand Radisson . Le Meridien .

The Leela Kempinski . The Park . The Trident Oberoi . Shangrila hotels .


PRODUCT High quality facilities accompanied by exemplary

personal services. It has multi cuisine restaurants. It has a special spa in its every hotel (kaya kalp) It has an executive club which offers magnificent dcor

and modern amenities. It has launched the powerful idea of hotel within a hotel

by segmenting and branding the hotel services

Place It consists of over 70 hotels across as many destination in


The prominent in india are : ITC Maurya New delhi ITC Maratha MUMBAI ITC Sonar Kolkata ITC Mughal agra ITC Grand central - Mumbai ITC Windsor bengaluru ITC Kakatiya - hyderabad

PROMOTION Primary focus on mass communication via print

ads in trade publications and on the internet Direct mail campaigns. Official websites Public relations

PRICERoom Category Special Tariff Single room Special tariff double room

Executive Club



Mauryan Chamber Pool view





EXECUTIVE SUMMARY New Delhi, the capital of India, is one of the premier cities

which experiences huge influx of tourists almost around the year. New Delhi is one of the popular satisfies the tastes and preferences of the tourists. For three consecutive years, the hotel has been awarded the British Safety Councils Sword ho Honor Award. The Maurya, New Delhi has been the preferred residence of visiting heads of state and global business leaders for over 25 years.

TABLE OF CONTENT Situation analysis Marketing strategy Financial projections Implementation controls References

SITUATION ANALYSIS ITCs hotel division was launched on October 18, 1975, with the

opening of its first hotel - Chola Sheraton in Chennai. Each of the chains hotels pays architectural tribute to ancient

dynasties, which ruled India from time to time. With more and more hotels being added at strategic destinations, the

group has joined hands with the Sheraton Corporation to strengthen its international marketing base.


SWOT ANALYSIS STRENGTHS Structure: flat, decentralized structure. Skills: diverse range of service skills within management and staff. Style: strong, participative culture. Staff: Specialized and experienced staff that are motivated and highly

skilled. A well trained team who respects and promote the brand values.

Brand Strength: Brand values well represented engendering brand loyalty

amongst existing and new guests.

Reputation: A strong reputation within the local market and corporate and

travel trade markets for reliability, exemplary service and quality.

SWOT CONTD Weaknesses Strategy: differentiation strategy needs to be more clearly

communicated externally, within local and national markets. Systems: formal systems result from the detail oriented work and

environment. Interdepartmental communications could be improved. Staff: seasonal turnover requires ongoing training and orientation of

new staff. Facilities: certain rooms require renovation and upgrade as regards

technical equipment, such as high speed Internet access and laptop links.


Market: Returning growth after a period of slump. Competitors: No direct competition exists at present, in terms of the five

star 'boutique business property' niche. Suppliers: Strong, long-term relationships established with suppliers. Guest Dependency: Repeat corporate business based on personal service and quality, in a small but luxurious environment.

THREATS Market Entry: potential for a competitive, global brand to enter the market

with a similar product. Substitutes: fully furnished and serviced business apartments offering lower daily rates. Economy: recovery from slight recession may take time.

MARKETING STRATEGY Our marketing strategy's objective is to communicate the

unique set of services that we offer to discerning hotel guests. We attempt to direct the focus of our guests to the issues of quality and value for the money as opposed to simply the bottom line costs associated with their stay. Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customers and suppliers and to identify the needs of our guests in an effective manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will take place by targeting new areas of business within both local and national communities.

MISSION WE are dedicated to providing its guests with the highest

quality of service and standards. We seek to deliver on our promise of value and quality above all else. We value our place in the community and will work to develop those relationships and to respect and protect our environment.

We will continue to strive to create value for both owners

and shareholders whilst honoring our brand values and encouraging our personnel to develop themselves in an environment of trust, loyalty and encouragement.

OBJECTIVES To continue to communicate our strategic

objectives to our target markets effectively.

To provide a positive hotel experience to all our


To accomplish our growth targets within the given

time and budget.

Expand our markets and identify new markets for

our product and services.

FINANCIAL PROJECTIONParticulars Advertising (print media) Advertising (electronic media) Total cost 98,oo,ooo /26,50,000/-

Promotional visitBANNERS TOTAL


SALES FORECAST Break Even Analysis

Total Expenses/ Revenue per Month

18,11,20,000/10,00,000 =18.12 monthsIt would take us around 19 months to reach break even point.


TIMES OF INDIAHindustan Times magazines Banners Promotional visit Electronic media Official website T.V. Ads TOTAL

Once in a weekOnce in a week Once in a week Prime locations of delhi Corporate offices

60,00,00024,00000 14,00,000 200000 1,20,000 1,50000

4 times a day

25,00,000 Rs.1,27,70,000/-

Contd: Return on Investment:Restraunt revenue Rs .3,00,00000

Room Rent

Rs. 5,00,00000

Health club Casino Bar TOTAL REVENUE

Rs. 1,00,00000 Rs. 4,00,00000 Rs. 5,00,00000 Rs.18,00,00,000

CALULATION: ROI:Rs.18,00,00,000 -

1,27,70,000=Rs.16,72,30,000 Therefore:16,72,30,000/1,27,70,000*100 Approximately 130% profit on and against the