Rohan Hotel

download Rohan Hotel

of 71

  • date post

    03-Jun-2018
  • Category

    Documents

  • view

    216
  • download

    0

Embed Size (px)

Transcript of Rohan Hotel

  • 8/12/2019 Rohan Hotel

    1/71

    Supply Creates Its

    Own Demand: A Study

    of Hotel Industry inKolkata

    A strategy delineates a territory in which a company seeks to beunique. Appropriate changes in strategies are mandatory to sustainin marketplace. This depends on the present situation and future

    predications. However, till now very little research has been carriedout for hotel industry in Kolkata, India. This study is focused on point-of-differentiation; present marketing strategies and demand-supplygap of luxury hotels in Kolkata. This study also concentrated to findout gap between guests expectations Vis--vis hoteliers perceptionabout expectation of guests.

    ITC, The SonarThe Luxury Collection

    2010

    Vivek Kumar

    Kolkata ,India

  • 8/12/2019 Rohan Hotel

    2/71

    A REPORT

    ON

    SUPPLY CREATES ITS OWN DEMAND: A STUDY OF

    KOLKATA HOTEL INDUSTRY

    By

    Vivek Kumar (09BS0002756)

    ITC, The SonarThe Luxury Collection

    A report submitted in partial fulfillment of the requirements of

    MBA Program of

    The ICFAI University, Dehradun

    Distribution list:

    Ms. Snigdha Majumdar (Six Sigma Manager, ITC Sonar)

    Mr. Anupam Ghosh (Faculty, IBS Kolkata)

    Date of Submission: 14thMay, 2010

  • 8/12/2019 Rohan Hotel

    3/71

    Supply Creates Its Own Demand: A Study of Hotel Industry in Kolkata

    Authorization:

    The report is submitted as partial fulfillment of the requirements of

    MBA Program of ICFAI University, Dehradun

  • 8/12/2019 Rohan Hotel

    4/71

    Supply Creates Its Own Demand: A Study of Hotel Industry in Kolkata

    Acknowledgement

    I would like to thank Mr. Ranveer Bhandari , General Manger ,ITC Sonar for giving me

    permission to carry out this project.

    With immense pleasure and deep sense of gratitude, I wish to express my sincere

    thanks to company guide Ms. Snigdha Majumdar ,Six Sigma Manager, ITC Sonar and

    faculty guide Mr. Anupam Ghosh , Lecturer, IBS, Kolkata for his constant interest,

    encouragement and expert guidance throughout the course of this project, which

    provide the necessary driven force that enabled me to pursue our work with vigor and

    keen interest.

    I would like to extend a deep sense of heartfelt thank to my friend Harshit sethi, Richa

    Ranjan and Sujan Chakarobarty for their guidance and suggestions because without

    them this project wouldnt have been possible.

    At last, I express my sincere gratitude to my peers and family for their moral support

    and the love rendered during the course of my dissertation work.

  • 8/12/2019 Rohan Hotel

    5/71

    Supply Creates Its Own Demand: A Study of Hotel Industry in Kolkata

    Contents

    Authorization: .......................................................................................................................................... i

    Acknowledgement................................................................................................................................... ii

    Abstract................................................................................................................................................... v

    List of Illustration.................................................................................................................................... vi

    1. Introduction..................................................................................................................................... 1

    1.1. Background .............................................................................................................................. 2

    2. Overview of Hotel Industry .............................................................................................................. 4

    2.1. Overview: Indian Economics..................................................................................................... 4

    2.2. Overview: Hotel Industry in India ............................................................................................. 7

    2.3. Overview: Hotel Industry In Kolkata ....................................................................................... 11

    3. Research Design............................................................................................................................. 13

    3.1. Sampling Frame ..................................................................................................................... 13

    3.2. Sample Size ............................................................................................................................ 13

    3.3. Methodology ......................................................................................................................... 14

    4. Discussion ...................................................................................................................................... 15

    4.1. Positioning of Hotel industry in Kolkata .................................................................................. 15

    4.1.1. Convenient location:....................................................................................................... 17

    4.1.2. Service quality ................................................................................................................ 18

    4.1.3. Food and Beverage ......................................................................................................... 18

    4.1.4. Brand ............................................................................................................................. 19

    4.1.5. Other Variables .............................................................................................................. 19

    4.1.6. Combining all Variables .................................................................................................. 20

    4.2. GAP between customers expectation and hoteliers perception about customers need ....... 22

    4.2.1. GAP Analysis with Guests................................................................................................ 22

    4.2.2. GAP Analysis with IT & ITES industry ............................................................................... 24

    4.2.3. GAP Analysis Model for Hotel Industry ........................................................................... 26

    4.2.4. FMEA for largest GAP area: Room Service ....................................................................... 31

    4.3. Present Market Strategies of Hotel Industry in Kolkata ........................................................... 35

    4.4. Prediction of Demand and supply in Kolkata in future ............................................................ 36

  • 8/12/2019 Rohan Hotel

    6/71

    Supply Creates Its Own Demand: A Study of Hotel Industry in Kolkata

    5. Recommendation .......................................................................................................................... 39

    6. Conclusion ..................................................................................................................................... 41

    Annexure I: About ITC Ltd. ........................................................................................................................ i

    Annexure II: About ITC WelcomGroup .................................................................................................... iii

    Annexure III: About ITC ,The Sonar (Kolkata,India) ................................................................................... v

    Annexure IV: List of Company in Salt Lake..............................................................................................viii

    Annexure V: Questionnaire for Guest ..................................................................................................... xi

    Annexure VI: Questionnaire for Hotelier ................................................................................................ xiii

    Annexure VII: Questionnaire for IT Industry ........................................................................................... xvi

    Annexure VIII: Calculation for Area for Perceptual Map ....................................................................... xviii

    Bibliography: .......................................................................................................................................... xx

    Glossary ............................................................................................................................................... xxii

  • 8/12/2019 Rohan Hotel

    7/71

    Supply Creates Its Own Demand: A Study of Hotel Industry in Kolkata

    Abstract

    A strategy delineates a territory in which a company seeks to be unique. Appropriate

    changes in strategies are mandatory to sustain in marketplace. This depends on the

    present situation and future predications. However, little research has been carried out

    for hotel industry in Kolkata, India. This study is focused on point-of-differentiation;

    present marketing strategies and demand-supply gap of luxury hotels in Kolkata. This

    study also concentrated to find out gap between guests expectations Vis--vis hoteliers

    perception about expectation of guests. A survey has been conducted on hoteliers,

    guests and IT industry to get to collect the data. Data has been interpreted by

    perceptual map, GAP analysis and FMEA (Failure mode and effects analysis).It is foundthat guestsperceive ITC, The sonar as best hotel in the city (Kolkata, India)