SWOT analysis is a strategic planning tool used to evaluate a business's strengths, weaknesses, opportunities, and threats. Its applications include problem-solving, planning, and competitive evaluation, particularly in industries like hospitality. The document highlights the specific SWOT analysis of Taj Hotels, detailing its established brand advantages, weaknesses such as brand dilution, burgeoning opportunities in a luxury market, and various threats including competition and terrorist activities.

1. SWOT ANALYSIS
Submitted by
Neeraj Singh Tanwar

2. WHAT IS SWOT ANALYSIS?
Swot analysis is basically analysing a company’s :
STRENGTH
OPPORTUNITIES
WEAKNESS
THREATS

3. 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
objective.
 SWOT is often used as part of a strategic planning
process. SWOT or TOWS is an acronym for Strengths,
Weaknesses, Opportunities, Threats.

4. SWOT
ANALYSIS’
HISTORY
•ORIGIN IS CREDITED TO ALBERT
HUMPHREY.
•DEVELOPED AT STANFORD.
•FUNDED BY FORTUNE 500
COMPANIES.
•TOOK 9 YEARS TO DEVELOP.
•INVOLVED 5000 INTERVIEWS.

5. SWOT IN DETAIL.....
Strengths of hospitality industry
 Natural and cultural diversity.
 Demand-supply gap.
 Government support.
 Increase in the market.

6. Weaknesses of hospitality industry
 Poor support infrastructure
 Slow implementation
 Susceptible to political events

7. Opportunities of hospitality industry
 Rising income
 Open sky benefits
 Unique experience

8. Threats of hospitality industry
 Fluctuations in international tourist arrivals
 Increasing competition
 Unstable economy
 Terrorist activities
 Political turbulence

9. APPLICATIONS OF SWOT ANALYSIS
A SWOT analysis can be used for:
 Workshop sessions
 Problem solving
 Planning
 Product evaluation
 Competitor evaluation
 Personal Development Planning

10. AIM OF SWOT ANALYSIS
 Reveal your competitive advantages
 Analyze your prospects for sales, profitability and
product development
 Prepare your industry for problems
 Allow for the development of contingency plans

11. SWOT ANALYSIS OF TAJ HOTELS
Strengths
107 yr old established brand
64 rank in fortune 500
Understanding different customer
needs
High brand salience or image
Celebrity status
Iconic Stature
Early expansion
Strategic location
First mover advantage
Weakness
Complex ownership
structure(Hindrance from property
owners)
Brand dilution
Confused customer perception
Only NRI s knew about it
Non users positioning was not clear
Brand abuse
Losing emotional appeal
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12. Opportunities
Untapped potential
41% middle affluent class
Luxury market to expand in INDIA
Liberalization expanding into
international markets
Increase in tourist
Gateway to fill middle segment
vaccuum
Threats
Terrorist attack- rebuilding customer
confidence in the brand
New brands are launching at the same
time—at the time of attack
Liberalization—foreign competitor’s
entering the market
37 brands coming to India
Recession
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