WHAT IS SWOT ANALYSIS?
Swot analysis is basically analysing a company’s :
DEFINITION OF SWOT ANALYSIS
A SWOT analysis is a planning tool used to understand the
Strengths, Weaknesses, Opportunities, and Threats
involved in a project or in a business.
It involves specifying the objective of the business or
project and identifying the internal and external factors
that are supportive or unfavourable to achieving that
SWOT is often used as part of a strategic planning
process. SWOT or TOWS is an acronym for Strengths,
Weaknesses, Opportunities, Threats.
•ORIGIN IS CREDITED TO ALBERT
•DEVELOPED AT STANFORD.
•FUNDED BY FORTUNE 500
•TOOK 9 YEARS TO DEVELOP.
•INVOLVED 5000 INTERVIEWS.
SWOT IN DETAIL.....
Strengths of hospitality industry
Natural and cultural diversity.
Increase in the market.
Weaknesses of hospitality industry
Poor support infrastructure
Susceptible to political events
Opportunities of hospitality industry
Open sky benefits
Threats of hospitality industry
Fluctuations in international tourist arrivals
APPLICATIONS OF SWOT ANALYSIS
A SWOT analysis can be used for:
Personal Development Planning
AIM OF SWOT ANALYSIS
Reveal your competitive advantages
Analyze your prospects for sales, profitability and
Prepare your industry for problems
Allow for the development of contingency plans
SWOT ANALYSIS OF TAJ HOTELS
107 yr old established brand
64 rank in fortune 500
Understanding different customer
High brand salience or image
First mover advantage
structure(Hindrance from property
Confused customer perception
Only NRI s knew about it
Non users positioning was not clear
Losing emotional appeal
41% middle affluent class
Luxury market to expand in INDIA
Liberalization expanding into
Increase in tourist
Gateway to fill middle segment
Terrorist attack- rebuilding customer
confidence in the brand
New brands are launching at the same
time—at the time of attack
entering the market
37 brands coming to India