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Market reseaech on corporate client for the hotel o

  1. 1. A PROJECT REPORT On “Market Research on Corporate Clients” For “The O Hotel, Pune” In partial fulfillment of the Master of Business Administration By Komal GandhiSMT. HIRABEN NANAVATI INSTITUTE OF MANAGEMENT AND RESEAERCH FOR WOMEN KARVENAGAR, PUNE-411 052 Batch- 2010-12 1
  2. 2. CERTIFICATEThis is to certify that the project entitled “Market Research on Corporate Clients” has beensuccessfully carried out by Ms. Komal Gandhi in partial fulfillment of Master of BusinessAdministration under my guidance during the academic year 2010-2012.Date: Prof. Prasad Bhagwat (Internal guide) SMT.HIRABEN NANAVATI INSTITUTE OF MANAGEMENT AND RESEARCH FOR WOMEN KARVENAGAR, PUNE-411 052 2
  3. 3. DECLARATIONI, Komal Gandhi, MBA student of SMT.HIRABEN NANAVATI INSTITUTE OFMANAGEMENT, Pune do hereby declare that this report titled “Market Research onCorporate Clients” for the Hotel O is a bonafide work done by me under the supervisionof Mr. Aroon Cardoze, Marketing and sales manager of THE O, Pune and is submitted toUniversity of Pune. I also declare that this study report is a part of my MBA curriculum and Ihave not submitted this report partially or fully for the award of any degree or diploma. Komal Gandhi 3
  4. 4. ACKNOWLEDGEMENT I would like to express my profound gratitude to our Director Dr. Bharti Dole for all hersupport and constant encouragement extended by her. I would also like to thank my internal guide Prof. Prasad Bhagwat for rendering me thewhole hearted and proper guidance and also for providing me with all the facilities andamenities that helped me to complete this project successfully in time. I express my sincere gratitude to my company guide, Mr. Aroon Cardoze, Marketingand Sales Manager for providing me all guidelines and inputs that were essential for successfulcarry out of the project work in THE O. I place on record my sincere thanks to all the othercompany staff that have in some way contributed to the completion of the project in time. Ithank all respondents who helped me by giving me their valuable feed backs for the completionof the project. Above all I sincerely thank The God Almighty and my affectionate parents withoutwhose blessings I could not have completed this work. Komal Gandhi 4
  5. 5. INDEXSr. No. Title Page Number 1 Executive Summary 7 2 Company Profile 10 3 Objectives 20 4 Research Methodology 24 5 Data Analysis 28 6 Findings and Conclusions 45 7 Suggestions 49 8 Limitations 51 9 Bibliography 52 5
  6. 6. GRAPH INDEXFigure No. Title Page Number 1 Awareness 29 2 Industry approached 30 3 Size of the company 31 4 Negotiation 32 5 Hotel preferred 33 6 Requirement 35 7 Influencing factors 36 8 Residential conference 37 9 Annual day celebration 39 6
  7. 7. ExecutiveSummary 7
  8. 8. An Executive summary contains information for the readers to get a brief knowledge aboutthe report without reading it. The Executive Summary includes a gist of the Company Profile,Objectives, Research Methodology, Findings and the conclusions and suggestions.Company Profile:Group: The Oxford GroupCompany Name: The O Hotel, PuneFounders: Mrs. Neelam & Mr. Anil SeolekarObjectives:The objectives of this report include primary and secondary objectives. The primary objectiveof my project was Market research on corporate clients, I completed the same by finding newcompanies, Taking appointments, meeting the concerned person of the company and at lastgetting the check list filled so as to get data for the Hotel. The secondary objectives of theproject were working with different department s such as the Banquet sales, Human Resourceetc…Research Methodology:This part of the report includes the method followed to complete the research. This includespoints such as instruments used, sample size etc.Data Analysis:This part of the report shows a brief description of the check lists that were filled by me in theproject span. It shows the tabular and graphical form of the data collected. 8
  9. 9. After the Data analysis the report contains findings from each department and lastly theconclusions and suggestions such as the industry is in boom, suggestions for the hotel such aschanging the staff policies etc.This project talks about the market research on corporate clients. The background talks aboutvarious factors that have led us to undertake this study and how and to whom this report willbenefit. Objectives talks of types of data the research project will generate and how these datais relevant. A statement of value of information is also included in this section. Researchapproach gives a non technical description of the data collection method, measurementinstrument, sample and analytical techniques. 9
  10. 10. Company Profile 10
  11. 11. THE OXFORD GROUP, PUNEThe „O‟ Hotel is a part of the Oxford Group of companies; Oxford Group was formed in1986. In the years since, it has consciously cultivated an approach that focuses on innovationand quality, always keeping the customer at the forefront. The Oxford Group Includes:-The „O‟ Hotel, Pune:The „O‟ is a trend setting concept, breaking the traditional concepts of luxury and redefiningthe term to set new standards of comfort levels and the ultimate in style has opned in Pune atKoregoan Park in 2008, property with 13 suites and 99 rooms offers international standardsof service, state of the art amenities & culinary excellence. Website: www.ohotelsindia.comThe „O‟ Resort & Spa, Goa (5 Star Deluxe Beach Resort)Nestled on the North coast of Goa, overlooking the serene turquoise Arabian Sea, a paradiseof luxurious, peaceful delight is The O Resort & Spa, Goa. The resort comprises of 75luxurious rooms.. Website: www.ohotelsindia.comOxford Golf & Country Club: Spread over 1000 acres, its Punes first golf integratedtownship offering residential, hospitality & leisure facilities Website: www.ogcc.inOxford Aviation: Charter Chopper services by Bell 407, a smooth 2 hour nonstop to anydestination across the country in that range. Website: www.oxfordgroup.inOxford Nissan: Authorized Nissan Cars dealership for the region of Pune with its state ofthe art showroom and workshop at Baner, Pune. Nissan in India has a product line up ofLuxury Sedan Nissan Teana, SUV Nissan Xtrail and the much awaited now Nissan Micra aworld compact car. Website: 11
  12. 12. INTRODUCTION TO THE O HOTEL, PUNEConceived by owners Neelam & Anil Seolekar of The Oxford Group, The O Hotel is beingintroduced as fashionable with chic elegance that attracts all senses of design, colors, lighting,art and music. The striking, fashionable and bold interiors are the concepts of Les Harbottle, afamous South African interior designer.The O is a hotel for the discerning business traveler. For a guest accustomed only to the finestlevels of hospitality and service. The Hotels guest profile includes Heads of variousmultinational companies, top executives, scientists etc.The O believes in creating drama in everyday life. A sense of theatre is created as the guestarrives in the hotel and he walks on an onyx floor lit from beneath - Every guest is made tofeel like a star! 12
  13. 13. THE O HOTEL Details:-YEAR OFESTABLISHMENT: 2008TYPE OF HOTEL: 5 Star Deluxe HotelGROUP: Oxford GroupADDRESS: 14 /7 Koregaon Park Pune – 431 101TELEPHONE: 020 66825151FAX: 020 66825152E-MAIL: resv.blr@ohotelsindia.comWEB: www.ohotelsidia.comTRANSPORT: Airport – 6 km, (15 minutes by car) Railway station - 2 km, (5 minutes by car)ACCOMODATION: 112 Guest roomsLOCATION: Situated in Koregaon Park, with easy access to the main shopping, business and entertainment centers of the city. 13
  14. 14. Structure of the hotel: Security HOD Executives Sales & Sales Sales S&M Director marketing Assistant Executive Spa Health Club Manager Health club manager Purchase HOD Executives Accounts HOD Executives Traing and Corporate HR HR HR development HR Assistant ExecuticesOwner/Dire Resident M.D. ctor Manager House HOD Executive Keeping F^B Corporate Chiefs Product Chief Banquet F&B Service sales & F&B Executives & Banquets Director Airport GRE Front Office F.O>Mange In house (F.O.) r Reservation s Engineering HOD Executives 14
  15. 15. Competitors: The O Hotel is situated in an area where there are many other 5 star hotels and also 4 star hotels and hence competition prevails, major competitors of the hotel are:- i) The Westin, Pune ii) Ista iii) Hyaat iv) Royal Orchid v) St. Laurn vi) Oakwood Organizational chart:The organization has 11 departments and there are 4 core area departments included in it. Thefour core areas and different departments are shown in the chart below; Four core areas of The O Hotel F&B Service & F&B Front Office House Keeping Banquet Production 15
  16. 16. Products: The O Hotel products that were to be marketed are rooms, banquets, restaurants,the famous Sunday brunch, the conference halls, Health club and the Lounge bar. Other thanthe in-house products I also had to introduce the Oxford Golf course to the corporate clients.In the span of my project I was asked to introduce all these to the clients that I meet for themarket research objective. Selling the rooms was the primary target.Extraordinary features:  63 Deluxe rooms, 36 Club rooms, 12 O suites, 1 Presidential suite,.  The residence floor with private lounge.  Temperature control lap-pool with outdoor lounging in colorful Gazebos.  24 hours room service.  Library with a selection of books and magazines.  Audio and video entertainment. 16
  17. 17.  Indoor games.  Computers with high-speed connectivity.  24 hour travel service  Multi-lingual staff at your service 24 hours a day  Special tours arrangements in and around Pune.Room Tariff:- TARIFF INR USD EURO Deluxe Room 5000 140 13 Club Room 7000 200 16 O Suite 12000 350 132 Presidential Suite 40000 1150 300Expenditure tax 10% and Luxury Tax 12%the above rate would be inclusive of buffet breakfast 17
  18. 18. Facility and features in every deluxe room:  In-room individual climate control.  American oak wood flooring.  Smart card electronic room key.  In-room electronic safe.  Well-stocked Minibar.  Data port with high-speed internet connectivity, Voice mail  Flat screen Sony television with full cable access.  Leather director chairs.  Complimentary bathrobe and slippers.  Massage shower.  Rain shower.  Goose feather pillows and duvets.  Fresh flowers.  Non-smoking rooms available.  Complimentary mineral water.  Complimentary fruits.  Complimentary newspapers and magazine. 18
  19. 19. DINING AND OTHER FACILITIES:Harajuku:The restaurant offers the finest Japanese Sakes and Sushi Bar. A dramatic interactiveTepanyaki counter, with separate grills for vegetarian and non-vegetarian cuisine offers setmenus and chefs sampler menus.Authentic Japanese restaurant covers 64 peopleKitsch:Critically acclaimed elegant, casual dining restaurant, servicing authenticItalian food. This innovative and stylish restaurant offers cosmopolitan menus with seasonaltwists, as well as traditional Indian favourites.A spectacular buffet takes centre stage and adds to the culinary drama.Number of covers: 42Lobby Bar:This is a spacious and relaxing lounge is often referred to as the nerve centre of the Hotel.The lounge features limited edition cigars, the world‟s finest single estate coffees and teas, anintimate ambience and attentive yet discreet service.Minnus:Offers a choice of spirits, cocktails and mocktails. Guests can stretch out to soak in the casualand sophisticated ambience.Wireless High Speed Internet Access is available.Number of covers: 94 19
  20. 20. Addah:The latest branded offering, it has in its harmony not only the clay Owens & the iron tandoorof Hyderabad, and the largest offering from the open spit charcoal grilled kebabs. Theexperience in this Indian Restaurant is not only an eclectic journey through clay ovens, butalso an exploration of the senses of the palate I an Alfresco setting and the delights of the eyewhich urges you to come again and again.Banquet Hall:Banquet halls with state of art audio and video equipments, accommodating up to 400 peoplefor a formal gathering. It can also be divided into two equal parts which has the capacity ofcarrying around 180 people in each hall.“Cufflinks” The Executive club lounge:Nestled on the club floor, The Cufflinks is the hotel‟s most premium and exclusive lounge.This warm, inviting, lounge offersMeeting rooms:Four meeting rooms having capacity of accommodating 8 to 40 people is another add-onfeature of the hotel. The board rooms includes round, rectangular and tabular shaped tables.Aqua Zone:Aqua Zone is the health spa with a fitness center and private treatment rooms.The gym has two treadmills, a cross trainer, aerobically, multi gyms, free weights, sauna andsteam rooms. 20
  21. 21. Amrapali:Amrapali is a gift shop for contemporary and luxury designer jewellery. 21
  22. 22. Objectives 22
  23. 23. A) Primary objective: To find out new corporate clientele for the hotel O. To understand behavior of corporate companies as a customer of a hotel To study the factors influencing selection of a hotel To Know the different competitors of the hotel and understand competition To know the awareness of The O among the customers. The primary objective of my internship as described above was Market research on corporate clients. To carry on this research the procedure was as follows:-i) Finding new companies: The initial step of this objective was finding new corporate companies with research. Companies in sectors like IT, Engineering, research and any such companies who will have foreign delegates or CEO‟s or any members or outsiders visiting the company and who can be prospective clients for the Hotel or the Oxford Golf Course . I was given a target of finding 5 new, existing companies in the city that are not in the client list of The O Hotel ,the final target was finding and visiting 40 companies and I was successful in the same.ii) Appointments with companies: After finding 5 new companies, looking for the concerned person and getting appointments with the same was the next step, there was a target of completing 15 appointments in a week. I had to visit the companies for such appointments with a senior and meet the requirements of the hotel.iii) Check List/Questionnaire: In corporate companies I had to visit with a questionnaire which in the Hotel they called it as a check list . This was not the main objective of the meet; this was just for the Hotel records and for a small survey which will help the Hotel in improving their services. This consisted of questions that were generally to know the basic needs of the 23
  24. 24. guests as regards to the Hotel Rooms, Banquets, Restaurants, Golf Course, Aviation, The Goa Hotel and so on, a sample of the same is attached in the annexure and the data analysis of the same is also given the next part of the report. Marketing of all the Oxford properties with a special focus on The O hotel was the primary objective of this visit. B) Secondary Objective: The secondary objectives of my internship were quite a few as for about a month I followed these. This includes my transfer in the Banquet sales and Food and Beverage Department for a week, Human Resources department for a week and one or half day each in a few other departments so as to get the minimum required knowledge about the other departments. The detailed work done by me in the two months other than the primary objective can be summarized as follows:i) Sales and Marketing Department: Post the Market Research on corporate clients I did quite a few other tasks in this department. These include, Competitive analysis of the five star hotels in Pune with regards to their room rates, current discount offers on rooms, things provided in the room etc. Preparing and marketing the corporate lunch offer every week through emails. As a Management Student and as an intern for marketing I had to suggest marketing strategies, at least one every week. I also prepared the check list/Questionnaire for the new listed companies, so as to complete my market research successfully, and this will now always be used for future research. 24
  25. 25. ii) Banquet Sales and FnB Department: - This Department was similar to sales just the product changed here I did;  Competitive analysis of the banquet rates in five star hotels in the vicinity  Analysis on restaurants and corporate lunch offers.iii) Human Recourses Department :-I worked in this department for 2 days,to acquire as much knowledge as I can. I was being given a few tasks in this department such as ;  Recruitment and selection i.e. short listings the CV‟s etc.  Handling, files, attending interviews with a senior executive etc.iv) Other Departments:- The Human Recourses Manager rightly suggested that I should visit each department for half day or one full day so as to get a general idea about all the important departments of the hotel and to completely understand the working of each department and their connection with each other. 25
  26. 26. ResearchMethodology 26
  27. 27. Research Methodology:Research is a procedure of logical and systematic application of the fundamentals of scienceto the general and overall questions of a study and scientific technique which provide precisetolls, specific procedures and technical information, rather than philosophical means forgetting and ordering the data prior to their logical analysis and manipulation.A) Data collection techniques:- The sources of data include primary and secondary data sources.1. Primary Sources: Primary data is collected by survey. This data is first hand data. This data is collected by direct visit at the companies.2. Secondary Sources: The secondary data is data, which is collected and compiled from differentsources and are used in research for this study.The secondary data includes material collected from:  Newspaper  Magazine  Internet etc… B) Data collection instruments:- The various methods of data gathering involve the use of appropriate recording forms. These are called tools or instruments of data collection. Collection Instruments:- 27
  28. 28.  Questionnaire/ Check list ObservationC) Type of questions:-  Multi-choice  DichotomousD) Determining Sample Design and Sample Size: -After deciding to conduct the survey I had to decide whether to conduct a census survey ora sample survey. As the number of companies in the city is too large, I decided to choose afew areas in the city, Magarpatta, Bund Garden, and Koregaon Park. and then did a samplesurvey.Sample Size: I found and visited 50 companies, which were not there in the existing clientlist of the Hotel.E) Field work: -The procedure of my project and the data collection was done by visiting the companiespersonally, accompanied by a senior executive and then filling the check list by askingquestions to the client and then finally getting a stamp/signature and collecting thevisiting card of the company for the Hotel data. 28
  29. 29. F) Editing, classification and tabulation of data: -Once the data collection was done, I have checked the data and edited where required.Then I have classified and tabulated the data so as to make it easy to apply statisticaltechniques.G) Analysis of data: -The next step is to analyze the findings from the collected data. Analysis of the data isdone by various statistical data analysis tools. I have used the following types of statisticaltools; i) Tabulation of the data ii) Percentage of various data 29
  30. 30. DATAANALYSIS 30
  31. 31. Question 1) Have you heard about hotel O? Have you experienced it? Awareness Frequency Yes 28 No 14 Experience 8 Awareness 30 25 20 15 Awareness 10 5 0 Yes No Experienced Figure 1Interpretation:The hotel is quite known among the corporates and there are companies have had anexperience with the hotel. 31
  32. 32. Question 2) What is the industry segment? Industry Frequency Engineering 6 IT 14 Telecom 2 Manufacturing 1 Automobile 5 BPO 3 Electronics 4 Education 2 Others 3 14 12 10 8 6 Frequency 4 2 0 Figure 2 Interpretation: This shows that majority of the companies were from the IT sector, whereas there where hardly any clients form the manufacturing, telecom and the education sector 32
  33. 33. Question 3) What is the staff strength of the organization? Staff Strength Frequency 20-40 16 40-60 13 60-80 10 80-100 7 Above 100 4 Company size 16 14 12 10 8 Freqency 6 4 2 0 20-40 40-60 60-80 80-100 above 100 Figure 3Interpretation:This interpretation shows that there were small, medium and large companies. Most of thecompanies that I found through research were small scale and had around 25 to 30 employeesand there were very few companies that had more than 80 employees, the above graph showsthe frequency of the number of employees. 33
  34. 34. Question 4) How are the rate negotiations done? Rate Negotiations Frequency Locally 31 RFP 9 Head Office 10 Negotiation 35 30 25 20 Frequency 15 10 5 0 Locally RPF Head office Figure 4Interpretation:The above pie chart shows that most of the companies had their negotiations done locally thatis at the Pune office, a few had their negotiations done in the head office at Oxford Group orGoa office. There were a very few companies that had RFP rule which is that they have somespecific dates when we can apply to them for being our client. 34
  35. 35. Question 5) Which hotels generally you prefer in Pune? Hotels Frequency Westin 14 Marriot Convention 6 Courtyard Marriot 7 Cacoon 2 Ista 5 Oakwood 5 Royal Orchid 6 Hyaat 2 Other local hotels 3 Hotel preferance 14 12 10 8 6 4 Frequency 2 0 Figure 5 35
  36. 36. Interpretation:The above data shows that majority of the corporate companies use Westin for their guests.The data shows that there is tough competition between the Hotels, as they all have lessdifference in the frequency. 36
  37. 37. Question 6) What would be the total number of room nights required in a month? Room Nights Frequency Less than 25 21 25-50 13 50-75 8 75-100 5 above 100 3 Room nights 25 20 15 Frequency 10 5 0 Less than 25 25-50 50-75 75-100 above 100 Figure 6Interpretation:This data shows that there are very few companies that might have large number of roomnights; most of the companies have requirements for room nights but less than 25 in a month.The above graph shows the frequency of the number of room nights required by differentcompanies. 37
  38. 38. Question 7) How many residential conferences do you hold in a year? Conferences Frequency No 11 less than 10 24 more than 10 15 Residential conferences 25 20 15 Frequency 10 5 0 No less than 10 more than 10 Figure 7Interpretation:This interpretation shows that there were few organizations that hold more than 10conferences in a year. A few that hold less than 10 and around quarter of them that do nothold any conferences. 38
  39. 39. Question 8) Rank the following parameters in the order of your preference while booking ahotel/resort: Preference Frequency Location 5 Airport 3 Close to work place 6 Tariff 15 Service 5 Uniqueness/experience 4 Modern Amenities/Technology 7 CRM programs of that hotel 5 Factors influencing 16 14 12 10 8 6 4 Frequency 2 0 Figure 8 39
  40. 40. Interpretation:This interpretation shows that majority of preferences are emphasized on tariff of the hotel.Most of the people choose a hotel depending upon the rate and then comes amenities, quickaccessibility, location etc… 40
  41. 41. Question 9) Does your company celebrates an annual day? Annual Day Frequency Yes 33 No 17 Annual day celebration 35 30 25 20 Frequency 15 10 5 0 Yes No Figure 9Interpretation: The above interpretation shows companies that celebrate annual day are33 and companies that do not celebrate are 17. 41
  42. 42. Marketing Mix  PlaceProduct and service information are sold to the guest via personal selling, direct marketing,advertising and the Internet.  ProductProduct: high quality facilities accompanied by exemplary personal service, differentiatedfrom competition quality has proven to be a successful approach generating high levels ofrepeat business.  PricingPricing strategy has been consistent with the differentiation objective, to provide added valuefor a reasonable rate as opposed to discounting and devaluing our products and services.Room rates quoted are exclusive of tax and service, are per night, per room with continentalbreakfast included:Tariff: (In INR): Single Occupancy Room Double Occupancy Room O Deluxe Room 5,000 5,500 O Club Room 7,000 7,500 O suite 12,000 12,000 42
  43. 43. O Presidential 40,000 40,000 SuiteExtra Bed / third Person Rs.1,000Inclusive of 12% Luxury Tax, service taxRates valid till 31st August, 2012  Promotion:Promotion: primary focus will remain on mass communication via print ads in tradepublications and on the Internet. Direct mail campaigns to existing and prospective clientswill increase as a cost effective means of targeted campaigning.Personal selling in the local market will remain an important element of the mix in order tocontinue to build long-term relationships within the local community and generate high levelsof corporate activity.Public relations activities will continue to play an important role in the marketing mix,presenting the hotel as a supportive member of the community and participating in significantlocal events.Advertising:The following are the advertisement medias that used., Medias  Tv  Social networking sites such as facebook  Sms  Hoardings and fliers  Monthly mailers  News Paper  Magazines 43
  44. 44. Campaign events  Theater events  Themed events at Club  Celebrity performancesMarketing Strategy  Direct Marketing The O‟s direct marketing is handling by their PR agency. The O will buy select targeted list of corporate companies and send them information about Good Hotels.  Website Marketing Strategy The hotel‟s main website marketing strategy hinges upon making sure all major travel sites such as,, and list The hotel when customers search for hotels in our area.  Sales Plan Our sales plan hinges upon our sales strategy, sales process and, prospecting plan. As long as we follow the plans laid below we should be in good shape.  Sales Strategy Hotels sales strategy hinges upon repeat visits by key corporate accounts. We need to develop a relationship with the companies listed in our Sales Account Plan, as well as actively generate new accounts by soliciting first time corporate visitors.It will be important to remain competitive on price, as well as amenities. The corporateaccounting department wants to make sure they limit the amount of money spent per nightper person on a business trip, but the business traveler will be able to express preference. Ifthe price is right, and the business traveler knows that they will have all amenities they need,we will be assured of keeping and attracting key accounts. 44
  45. 45. SWOT Analysis of the O:  Strengths 1. Hotel is situated in heart of the city. 2. The Harajuku restaurant attracts Japanese foodies. As the restaurant caters the actual taste of Japanese food. Every small ingredient is imported from Japan and authentic Japanese food is served here. 3. Manpower costs in the Indian hotel industry is one of the lowest in the world. This provides better margins for Indian hotel industry. 4. India offers a readymade tourist destination with the resources it has. Thus the magnet to pull customers already exists.  Weaknesses 1. The cost of land in India is high at 50% of total project cost as against 15% abroad. This acts as a major deterrent to the Indian hotel industry. 2. The hotel industry in India is heavily staffed. This can be gauged from the facts that while Indian hotel companies have a staff to room ratio of 3:1, this ratio is 1:1 for international hotel companies. 3. High tax structure in the industry makes the industry worse off than its international equivalent. In India the expenditure tax, luxury tax and sales tax inflate the hotel bill by over 30%. Effective tax in the South East Asian countries works out to only 4-5%. 4. Only 58,000 hotel rooms are available in India today, which is less than the Bangkok hotel capacity. 5. The services currently offered by the hotels in India are only limited value added services. It is not comparable to the existing world standards.  Opportunities 1. Demand between the national and the inbound tourists can be easily managed due to difference in the period of holidays. For international tourists the peak season for arrival is between September to March when the climatic conditions are suitable where as the national tourist waits for school holidays, generally the summer months. 45
  46. 46. 2. In the long-term the hotel industry in India has latent potential for growth. This is because India is an ideal destination for tourists as it is the only country with the most diverse topography. For India, the inbound tourists are a mere 0.4% of the global figures. This number is expected to increase at a phenomenal rate thus pushing up the demand for the hotel industry. Threats1. Guesthouses replace the hotels. This is a growing trend in the west and is now catching up in India also, thus diverting the hotel traffic.2. Political turbulence in the area reduces tourist traffic and thus the business of the hotels. Examples of the same are bomb blast at Germen Bakery and other terrorist attacks.3. Changing trends in the west demand similar changes in India, which here are difficult to implement due to high project costs. 46
  47. 47. Findings andConclusions 47
  48. 48. Sales and Marketing Department A) Market Research on clients of the hotel O has helped me to understand the behavior of customer‟s clientele in this industry.  This was the primary object of my internship, this helped me to understand the whole market i.e., the clients, their requirements, the reasons they use a particular hotel, reasons why do they use or do not use The O hotel.  All this helped me to understand and learn the behavior of customers of this industry.  The O being a business Hotel 80% of its room occupancy business is dependent on the corporate clients. B) Competitive analysis helped me to know competition in the industry and different ways to fight in the current competitive marketing. C) Preparing and Marketing lunch offers for the Kitsch was of great learning. Banquet Sales and Food and Beverage Department: A) Competitive analysis here was the same just the products differentiated. B) Attending conference and banquet preparations, visiting restaurants and observing their working and co-ordination among the employers was add on step in learning hotel management.Human Resource Department 48
  49. 49. Recruitment and selection process is the most integral part of an HR manager and attending this helped me gain a great amount of experience, I was given a chance to short listing candidates resumes and with reference to their parameters and then also given chance to attend their interview session with a senior executive and then with the department head for final interviews. This has helped me learn and experience the procedure of recruitment.Other Departments I visited all other departments of the Hotel for half day each so as to get complete knowledge of all the departments of the hotel. Visiting departments like the Engineering, security, accounts, housekeeping, front office etc. was of utmost benefit as the Head of department of each department was kind enough to give me an idea of how the department works. This exercise has helped me to get a general view of how each department in the hotel works and also to understand that to what extent is each department connected and dependent on the other.Conclusion:-At the end I would conclude by saying that this report helped me in understanding thesales and marketing strategies in the Hospitality industry and the project on marketresearch has helped me in understanding the consumer behavior, by firsthand experienceas I met all the clients personally. The conclusions were; 49
  50. 50.  The hotel industry is in boom. The location of the hotel is the main advantage for the hotel. The customer survey says that most of the customers are happy. Effective marketing can raise the business of the hotel. The hospitality industries growth is positive. But the challenges confronting the industry segment are giving it a low customer base. 50
  51. 51. Suggestions 51
  52. 52. Suggestions:The suggestions that I would like to make are as follows:- Prices should be rescheduled Direct marketing must be more efficient. Marketing strategy should be revised. Tour Packages should be introduced. Hotel Staff benefits should be revised. 52
  53. 53. BibliographyWebsites:-, ACCESSED from Journal:Naomi R. Henderson, “Master Moderators”, American Marketing Association, April 2011,pg. 17-20Books:1. Walliman Nicholas, “Your Research Project”,Vistaar Publications, New Delhi(2005)2. Donald R. Cooper, “Marketing Research concept and cases”, Mcgraw-hill3. Naresh K. Malhotra, “Marketing Research an Applied Orientation”, Pearson 53
  54. 54. AppendicesThis includes the check list/ questionnaire that I used for my market research.Name of the Company: Date:Contact Person: Designation:Contact No: Email Id: 1. Have you heard about the hotel o? 2. What is the Industry segment? □ IT □Finance □Healthcare □BPO □ Retail □ Media □Automobile □Chemicals □ Consulting □ Defense □Education □Electronics □ Energy □ Engineering □Infrastructure □FMCG □ PSU □ Telecom □Textiles/Buying House □Associations □ Manufacturing □ Others ___________ 3. What is the staff strength in Pune? 4. Rate negotiations are done : □Locally □ RFP □Head Office 5. If it is done through RFP, then kindly let us know the Opening Date: ___________ Closing Date: ___________ Follow up from_____________ onwards. 6. Hotels used in Pune for business travel: 54
  55. 55. Rates Hotel Name RMTS/ Year Inclusions Single Double 7. What would be the total no. of room nights in a month? □ Less than 25 □ 25-50 □ 50-75 □ 75-100 □ above 10 8. Rank the following parameters in the order of your preference while booking ahotel/resort: □ Location □ Airport □Commercial Hub □ Close to work place □ Tariff □ Service □ Uniqueness/experience □ Modern Amenities/Technology □ CRM programs of that hotel 9. How many residential conferences do you hold in a year? 10. Does your organization celebrate an Annual Day? 11. Would you prefer the hotel? 55
  56. 56. 56