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GITAM SCHOOL OF INTERNATIONAL BUSINESS

GITAM UNIVERSITY

OPERATIONS MANAGEMENT ASSIGNMENT ON

GINGER HOTELS

SUBMITTED TO

PROFESSOR CH.VENKATAIAH SUBMITTED BY

P.VIJAYKIRAN(25)

SHILPA SARVANI

NAGENDRA KUMAR

AKHILA NANDURI(24)

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Case Study on Ginger Hotels

Objective

To understand the strategy of Ginger Hotels and to compare the operating strategies withthe competitive hotels and understand how Ginger Hotels stand apart with unique competitive

advantage schemes and identify the success reasons of Ginger Hotels in the Hospitality Sector.

Introduction:

Roots Corporation Limited (RCL) is a subsidiary of The Indian Hotels CompanyLimited (IHCL) .Ginger Hotels is part Tata Group. The first hotel was launched in whitefield,Bangalore in June 2004.

Facts and Findings:

The following are some of the facts and findings of Ginger Hotels.

Located in 20 cities across India Follows a philosophy of providing intelligent and value pricing strategy called

Smart Basics

The company operates with the tag line The Ginger Experience which emphasizeson uniqueness.

Smart Basics signifies simplicity, convenience, informality, style, warmth,modernity and affordability. Simplicity and convenience in ease of doingbusiness informality, style, warmth and modernity in its approach to productdesign, service philosophy and affordability in pricing.

Comparison of Ginger Hotels with Welcome Heritage group of Hotels:

On comparing Ginger Hotels with Welcome Heritage group of Hotels the followingdifferences can be identified.

Ginger Hotels Welcome Heritage Group Hotels

1. Located in 20 cities 1. Located in 37 destinations in 13cities.

2. Prices comparatively low 2. Prices are High, compared toGinger.

3. Special offers and festivaldiscounts to attract customers.

3. No special offers for customerattraction.

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4. Provides self check-in 4. No self check in.

5. Ginger specially followsinnovations.

5. Less emphasis on innovation.

6. Provides customer delight 6. Provides customer satisfaction 7. Provides augmented services 7. Provides mundana services.

8. Please help yourself is the motto. 8.Always At our Help is the motto.

Ginger Hotels stand apart by providing unique services like:

Self Service Check-in Give n Take Counter Smart Get SetSmart Knick KnocksSmart MartSmart Basics

Summary

The Ginger Hotels are now located in metros, type B cities and pilgrimage spots. As anyother group of hotels it also concentrates on tourism. They are modern, modular andscalable, providing guests with consistent and friendly experience. It also have tie-ups withpartners to provide a wide range offerings that enhance the customer experience.

Ginger has carved a place for itself in the itinerary of corporate travelers. The appeal ofthe brand lies in its freshness and warmth. Value of money is key plank of its operations andthe brand imaginary is contemporary, progressive and customer oriented and its greateststrength is sophisticated and elegant hotel stay at an affordable prices. Ginger hotels

provided excellent services at affordable rates. It offers a five star service at the price of athree star.i.e, excellent services are provided at very affordable prices.

A TATA enterprise, Ginger is driven by respect for people and by the passion of itsstake holders, the association of its brand equity with that of the TATA group assures thecustomers about the quality of the service. Ginger hotels it is a chain of smart budget hotels.Its a geared to cater to corporate and leisure the guests offering good rooms, restaurantmini gym, 24*7 wi-fi at an affordable price. All this come at very reasonable tariff whichconsistent all over India. This signifies style and conveince, informality affordability.Simplicity, warmth and modernity .

Ginger hotels online bookings deal with discounts and cash back offers from varioustravel agents in India.

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Answer to the questions:

1) Overall strategy of Ginger hotels

The Order Qualifying Strategies

Low pricing strategies.Customized services.Special check in facilitiesProvides services in all type A and type B.

Offers limited a la carte Rooms are compact and well maintained.Provides facilities like TV, fridge, tea coffee maker.Room services such as laundry, restaurants, digital safes, wi- fi connections ,meeting rooms, business centre, gym, car rental services, doctor on call, currencyexchange.

2) Yes, Gingers operation strategy is consistent with overall strategy. The operationalelements of Ginger hotels provides strategic dimensions such as Order Winners like

Limited a la carteSelf Service Check In kioskGive n Take counterSmart Get SetSmart Knick KnacksSmart Mart

3) The strategic and operational benefits that Ginger Hotels is likely to derive from theoperation strategy and operations system design are

Help in profit maximization.Attract customers from medium and high income groupsEnhance customer relationshipIncrease the service efficiency to get a competitive edge.

The order winning strategies will increase the foot fallsThe discounts and special offers will attract and convert customers intorepeated customers.Improve the market share

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