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 .

4P’S

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 décor 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 india.

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

PRICE

Room Category Special Tariff Single room

Special tariff double room

Executive Club Rs.22000 Rs.25000

Mauryan Chamber

Rs.18000 Rs.20000

Pool view Rs.15500 Rs.16500

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 Council’s 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

ITC’s hotel division was launched on October 18, 1975, with the opening of its first hotel - Chola Sheraton in Chennai.

Each of the chain’s 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.

TARGET

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.

OPPORTUNITIES

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 guests.

To accomplish our growth targets within the given time and budget.

Expand our markets and identify new markets for our product and services.

FINANCIAL PROJECTION

Particulars Total cost

Advertising (print media) 98,oo,ooo /-

Advertising (electronic media) 26,50,000/-

Promotional visit 1,20,000/-

BANNERS 2,00,000/-

TOTAL 1,27,70,000/-

SALES FORECAST

Break Even Analysis

Total Expenses/ Revenue per Month

18,11,20,000/10,00,000 =18.12 months

It would take us around 19 months to reach break even point.

IMPLEMENTATION CONTROLS

Schedule of advertisement

NEWSPAPER APPEARANCE TOTAL EXPENSES

TIMES OF INDIA Once in a week 60,00,000

Hindustan Times Once in a week 24,00000

magazines Once in a week 14,00,000

Banners Prime locations of delhi

200000

Promotional visit Corporate offices 1,20,000

Electronic media

Official website 1,50000

T.V. Ads 4 times a day 25,00,000TOTAL Rs.1,27,70,000/-

Contd:

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

Room Rent Rs. 5,00,00000

Health club Rs. 1,00,00000

Casino Rs. 4,00,00000

Bar Rs. 5,00,00000

TOTAL REVENUE 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*100Approximately 130% profit on and against

the investment.