Business Development and Sustainable Strategies

The provided document is an assignment that covers various topics related to business development and sustainability. It includes references to academic papers and books, as well as online resources. The assignment likely involves analyzing case studies or scenarios related to business growth, innovation, and sustainability. Specific details include discussions on the Internet of Things, contract farming, critical chain management, and social responsibility in international business.

Dissertation

Table of Contents
TOPIC: Opening of ''Taj Heritage Tower'' - A new boutique hotel of
'Taj Hotels Chain' in Paris. ..............................................................................................................3
INTRODUCTION...........................................................................................................................3
Rationale.................................................................................................................................4
Vision.....................................................................................................................................6
Mission...................................................................................................................................6
Design and Structure of Report..............................................................................................6
Customer segmentation........................................................................................................11
Marketing channel................................................................................................................12
Revenue stream....................................................................................................................13
Customer relationship...........................................................................................................13
Key partners.....................................................................................................................14
Key activities...................................................................................................................14
Key resources ..................................................................................................................15
Cost Structure..................................................................................................................16
Relevant Models and Information Sources Used.................................................................18
Assumptions.........................................................................................................................20
Timescales for Achievement................................................................................................20
BUSINESS CONCEPT.................................................................................................................21
Product and services.............................................................................................................23
Target Market.......................................................................................................................25
Value Added.........................................................................................................................27
Specific features...................................................................................................................28
Who is involved....................................................................................................................29
Windows of opportunity.......................................................................................................30
FEASIBILITY RESEARCH.........................................................................................................30
The Feasibility Plan..............................................................................................................31
Primary and Secondary data needs.......................................................................................32
Research Methodologies......................................................................................................34
Market analysis of Hospitality sector of Paris......................................................................35

Product and service feasibility..............................................................................................37
Market Feasibility.................................................................................................................41
Industry Feasibility...............................................................................................................44
Financial Feasibility.............................................................................................................46
Set-up Capital.........................................................................................................46
Organisational Analysis........................................................................................................52
Business Model..............................................................................................................................52
Core Strategy........................................................................................................................52
Business Plan.................................................................................................................................54
The Hotel Industry in France (Paris)....................................................................................54
Project Planning and Development Stages...........................................................................57
Structure of Room and Interior Design................................................................................58
Marketing Plan.....................................................................................................................64
Collaborative Marketing Strategies......................................................................................65
Online marketing..................................................................................................................67
Management Team...............................................................................................................70
Operating Process and structure...........................................................................................74
Set-up Capital.......................................................................................................................75
Projected Profit and Loss.................................................................................................77
Projected Cash Flow........................................................................................................83
Critical Success Factors........................................................................................................85
Exit Strategy.........................................................................................................................87
Viability................................................................................................................................88
REFERENCES..............................................................................................................................90

TOPIC: Opening of ''Taj Heritage Tower'' - A new boutique hotel of
'Taj Hotels Chain' in Paris.
INTRODUCTION
The following project is about the development of existing business of an
organisation to abroad. So, Taj Heritage Tower is expanding its existing business
in Paris. This is a Five Star Hotel situated in India. It provides various world class
facilities such as accommodation, food and other related services to their
customers. So, this Hotel is going to open its business in Paris also (Bendell,
2017). The Hotel is aiming to develop global presence of this Hotel and their
services. It will undertake various activities in order to complete the process of
development of business to abroad. The Hotel has good customer base in India
and is aiming to capture the market share of Paris by providing customers with the
best satisfaction possible from the services. On the other hand, if it is talked in a
general way then, it can be said that every single business organisation in present
time is looking forward to expand its business for grabbing a good position within
a market in a short span. This is basically done to improve the overall performance
level (improvement within the profits and revenues) of a business company like
Taj Heritage Tower. Through this, Taj Heritage Tower can easily expand its
business in a whole new country like Paris. In present context, Taj Heritage Tower
whose parental business group i.e. Taj Hotel groups has considered market of

Paris as one of a crucial opportunity, that could help them in gaining the reputation
and improve the sustainability in much effective and efficient manner at
international business market. Due to terrorist attack, that took place within Paris it
affected the travel and tourism, hospitality and economical factor of France, but
then when everything got affected negatively it reached to a no profit and no loss
situation and then after some time, the market got raised. This could be considered
as one of a crucial reason why, Taj Hotel groups of India has decided to launch its
boutique cum hotel named as Taj Heritage Tower in Paris. This city is also being
called as City of Lights, and has been a great attraction for public in all over the
world due to its history and all the historic monuments and places that this city is
having in all over the world. Along with this, it is also said that for a company like
Taj Hotel groups of India, it will be an opportunity to grab a good position within
this market due to high number of visitors visits this place every year and these
numbers are increasing day by day.
Rationale
Like every other business, Taj Heritage Tower also wants to expand its
business to other countries. The main motive of the business is to earn profit and to
grow and develop the business. However the current trends of business had
changed and now aiming at earning profit with taking into consideration many
factors such as environment, customers, society, etc. which helps in the successful

running of business (Hotel Front Office Sections. 2019). Increasing the customer
base is one of the most important reasons which are resulted in idea of expansion
of the business abroad. It will provide many benefits to the business such as
increase in the revenues of the business, creating brand awareness of the services
of the products etc. Further, it is also helpful as it will help the company in making
the global presence of the services of the business available. Entering into new
markets also reduces the potential risks of staying in only one market which cannot
prove to be in favour of the company. So the development of market also aims at
eliminating this factor. The expansion of the business will not only aim at
increasing the profits of the business but also will aim at providing the customers
with the best satisfaction that they can provide through their services. Another
reason behind the expansion of business is that Taj Hotel Chain is consist with
Indian culture which can be considered as an eye catching element in France
because it has been found that people of this country are fascinated with Indian
attire and its culture. Therefore, opening Taj Heritage Tower has a good chance of
attaining or grabbing a strong position in specified time frame. Thus, so as to
explore and optimize the opportunities available to the company it has decided to
expand its business to new markets which is of Paris. Along with this, it can also
be said that if Taj Hotel Group of India develops a hotel within the city of lights, it
is may be possible that, this business group might gain many competitive

advantages not only in Paris but in India as well due to its presence within the
country like France.
Vision
Vision of Taj Heritage Tower is “To expand the business by opening Taj
Heritage Tower in Paris.”
Mission
Mission of Taj hotel chains is “To become a Leader in the Hospitality
Industry by providing the best possible services to the potential customers.”
Design and Structure of Report
This following business project is divided into five sub sections which are
discussed as under:
Introduction
In first part of this business project, the introduction of project is included.
This section provides brief introduction about the services provided by the Hotel.
Further this section will also include information such as the vision, mission, of the
organisation, time scale and future assumptions related to the project. This is
basically being considered as one of a crucial stage for a business development
plan as, it helps in performing the overall investigation of a market in much
effective and efficient manner. Without this section, a business proposal cannot be
developed as it contains all the information that mainly helps in focusing on rest of

the sections of business development proposal. Along with this, it is essential for a
scholar to develop this section (Introduction Part); with much more authenticity as
then only, it could help a scholar/researcher in pulling out favourable outcomes
among other sub sections in much effective and efficient manner. Through this,
maximum benefits can be gained by the investigator in a short span.
Description about the Business Concept
In next section of this business project, discussion is made about the concept
of business on which it is going to work. The concept of following business is to
expand the business from India to Paris. This will include information about the
services provided by the Hotel, special features, value added factors and how
people's involvement is made in that plan and the implementation of that business
plan. It is also said that an idea for a business majorly stays enclosed with a few of
basic information and it could be anything from product/service, unique selling
proposition, target demographics and many more other relevant data, which could
help in expanding the business within a targeted market. On the other hand, it is
said that a business concept mainly consists with a whole new product or simply a
novel approach to marketing or delivering an existing product (Bendell, 2017).
Feasibility Research
In this section, information about the research methodology used by the
company is provided with the help of which the feasibility of the business project

can be assessed. The feasibility of the project which is related to the expansion of
the business is known such as about the profitability of the project that it will earn
sufficient profit for the business or not. The feasibility will also be defined in terms
of product, industry, organisation and market. This section will play the important
role, for current business proposal it can be said that this will directly help scholar
in pulling out favourable outcomes for the researcher.
The Business Model
In the following section, information will be provided about the use of
business models. It will also provide the description of every element included in
the project by using theoretical frameworks, strategies which will help Taj
Heritage Tower in gaining competitive advantage over their competitors. Further
the use of Business Canvas Model will also be done to know which outlines nine
segments which forms the building block for the business. Along with this, it is
said that a business model basically helps a scholar in developing a business plan
in much effective and efficient manner. With the help of this, Taj Heritage Tower
will directly improve its existence through working within the competitive
business market considering a range of unique strategies. Here, it can be said that a
business model could help Taj Heritage Tower in reaching to new heights in
specified time frame. Away with this, business can also include, detailed
information in regards to the finance and funding that could help in reaching to

new heights in specified time frame (Bendell, 2017). This directly aid Taj Heritage
Tower, in pulling out favourable outcomes and may lead to business success.
Idea Canvas
Key Partners
 Local
travel
agencie
s
 Online
travel
agencie
s
 Travel
Website
s
 Affiliat
ed
Restaur
Key Activities
 Room
Reservati
on
 Accomm
odating
customers
Value
proposition
 Located
in one of
the
attractive
places
 Lower
room
rate
 Focus on
tradition
s and
culture
Customer
Relationshi
p
 Stron
g
backu
p of
custo
mer
Datab
ase
with
the
use of
MIS.
Customer
Segments
 Both
domest
ic and
internat
ional
tourists
.
 Busine
ss
persons
and
familie

ants  Boutique
with
ethnic
wear
sKey
Resources
 Financial
 Human
Resources
 Physical
resources
Channels
 Socia
l
Medi
a
 Trave
l
Maga
zines
 Custo
mer
feedb
ack
loop

Cost Structure
 High Initial Fixed Cost
 Fixed Cost - 60% of Total Set-up
Cost
 Operating Reserve- 40% of Total
Set-up Cost
Revenue Streams
 Interest, rent and dividend
revenue
 Project revenue
 Recurring
Value Proposition:-
Based on the followings, it can be said that proposition has considered as
one of a crucial approach which will directly, benefit or specifically the value
which are not available from other. Again, value proposition is a promised set of
benefits delivered by company to its customers to fulfil their needs. The value
propositions of Taj Heritage Tower are its strategic location, its low price with
better service and its creation of local Burmese atmosphere.
Customer segmentation
Segmentation means to divide a customer into a different - different group
such as demographic, psycho graphic, geographic and behavioural. In
Demographic segmentation includes age, gender, status, religion, education and so
on. Geographic segmentation they target customer’s accordion to location, climates

and so on. Psychographic segmentation helps in understanding behaviour of
human beings in which includes lifestyle, personality traits, and values and so on.
In behavioural segmentation involves says about the buying behaviour of
customers. In context of Taj Heritage Tower, they prefer demographic
segmentation as, age group of 16 to 65 are the highest ratio of the tourists in pairs.
This age group of people are highly interested in visit a different place. Along with
this they also target women as; there is a boutique section in their hotel in which
they offer some traditional clothes and unique accessories (Cohen, 2017).
Marketing channel
In present context, all the information regarding Taj Heritage Tower's
services offered by them or related to value proposition, is going to be presented
among individuals like social media along with the customer's feedback loop. This
is because; Taj Heritage Tower is going to open the first hotel in France. This
means, at initial level, Taj Heritage Tower cannot make heavy investments within
the market and this is why, Taj Heritage Tower is going to utilise cost oriented
approach where they have decided to adopt social media and customer's feedback
loop, because both of them are cost effective. With the help of this, Taj Heritage
Tower could easily reach to an all new level where company might start grabbing
attention of much more customers or public than their expectations. Face book
along with the Twitter are two major marketing channels that Taj Heritage Tower

is going to use. Including this, another channel which hotel is going to use i.e.
customer feedback. With the help of this, it can easily be said that, Taj Heritage
Tower may easily grab a good position within the market of Paris in specified time
frame.
Revenue stream
In present context, if it is talked about Taj Heritage Tower, here the main
revenue is going to be generated with different things like room facilities, boutique
(Ethnic clothing and more). On the other hand, it can be said that laundry services,
hotels, travelling packages, ticketing service, airport shuttle bus services, currency
exchange service, food provided to visitors in their rooms and so on. Through this,
owner of Taj Heritage Tower will easily make decisions in regards to the problems
faced by them.
Customer relationship
To become a successful organisation they should maintain good relations
with their customers. Along with this, by providing good services to their
customers may build a good relationship and long term relation with their
customers. Also it will create a positive image of Taj Heritage Tower hotel at
marketplace by positive publicity. Whereas if they provide bad services to their
customers, then it create a negative image at market place. In Taj Heritage Tower
their staff is very talented, and highly trained so, they satisfied a customer’s need

and wants effectively. Taj heritage hotel must provide a best facilities to their
customers for creating long- life relation and also though this they attract more
customers towards their hotel (Charles Jr, Schmidheiny and Watts, 2017).
Key partners
Key partners are very important part of any organisation, as they helps in
smooth run of their business. Key partners of Taj Heritage Tower are local
travellers, tour companies, International online travel agencies and websites such
as Uni-world, Butterfield & Robinson, SmarTours, Globus, booking.com,
tripadvisor.fr, and so on.
Key activities
It means to provide information regarding their facilities which are provided
by organisation. The Key activities of Taj Heritage Tower are hotel
accommodation, guest services, and also there is a boutique section in their hotel
through which they sell traditional clothes with unique oxidised accessories. In
hotel, accommodation they offer various facilities to their potential customers such
as good quality of food, well furnished and designer rooms, domestic services,
Free Wi-Fi, caretaker and so on. Along with this, there are various key activities
which help the Taj Heritage Tower to operate their business effectively. Some of
the key areas are discussed as below:

Marketing: Marketing is a basic and very important concept to run the
business effectively. In present context, where Taj Heritage Tower is offering
customers with accommodation and ethnic products (traditional dresses and
accessories/ornaments/apparatus) and services. Therefore, managing people would
require developing a mix marketing strategy which will promote products and
services at social media, television and on newspapers as well.
Key resources
They are that resource which helps an organisation to perform key activities
effectively (Charles Jr, Schmidheiny and Watts, 2017). It helps an organisation to
operate their business activities in order to achieve the goal. The key resources of
Taj Heritage Tower are human resource, financial resource, educational resource,
physical resource.
Human resources: In Taj Heritage Tower human resources play a very
important role. They can be a reason of their success as; their service providers are
highly talented and trained persons. Along with this they satisfy their potential
customers and also it attracts more new customers.
Financial Resources: In Taj Heritage Hotel financial resources has came
from shareholders.

Educational Resources: The educational resource of Taj Heritage Tower is
their own websites. It helps in providing information regarding their hotel and
reservation to its potential customers.
Physical Resources: The physical resource of Taj Heritage Tower is their
own hotel apartment. In this hotel their interior is made up of from natural material
like granite stones, bamboo wood, plants and so on. Along with this it creates a
natural environment and also makes it different from their competitors.
Cost Structure
It is being analysed that, every single hotel within this industry works with
economical pricing strategy within the Paris where Taj Heritage Tower is looking
forward to expand. Along with this, fixed costs are initially high for decoration,
renovation and operating assets such as fixtures and fittings. Fixed costs counts
more than 60% of the initial set up cost and other 40% are reserving for operational
cash flow. Semi variable cost will be incurred every three months (quarterly)
which counts between 50% and 80% of total operational expenses, varies
according to the seasonal occupancy rate. On the other side, the labour cost will be
15% of the total cost.
Results
Business canvas model is more essential and effective framework for Taj
Heritage Tower. This model have different aspects such as Key Partners, Key

Activities, Value proposition, Customer Relationship, Customer Segments, Key
Resources, Channels, Cost Structure and Revenue Streams. It supports structures
discussions. Main purpose of business for using business canvas model is to
meetings and use the building blocks to guide brainstorming. This model will also
support an organisation to identify their stakeholders and cost structure for
completing each activities of business in systematic manner. This model will also
support an organisation to achieve better outcomes and results within given time
duration.
The Business Plan
Business Plan can be defined as the document which sets out the future
objectives of the business and also helps in formulating strategies for achieving the
future objectives. The last section provides an insight knowledge about the
potential risks, budget of the project and the investment needed in order to carry
out the project successfully. A business plan is defined as a written description of
future of business. This written document consists of business goals and the
methods of achieving goals and objectives of the company in a given time frame.
This also explains the nature of business and background of information of the
company. This also includes financial projections of the company and the
strategies that are helps in implementing the project and achieving the stated
targets in given time (Number of hotels and similar accommodation establishments

in France from 2007 to 2017, 2019). This document serves as the road map for
identifying direction to business. This is a document that tells people about what is
the plan of an entrepreneur and what is he planning for business. The business
plans are inherently strategic and basically these plans last for 3-5 years. There are
several steps which are included in a business plan including writing a business
plan, analysing business plan tools, watching business plan videos and finally
evaluating what is the rate of success of the business plan. In this report, the
organisation naming Taj Heritage is going to expand its business in France and
thus it is important for the company to write a business plan and analyse the
effectiveness of this plan. Business plans are internally as well as externally
focused and this helps in focusing on plans which are important for drafting goals
to stakeholders. The internally focused business plans targets immediate goals and
objectives that are required to be achieved in given time (Wirtz, B. W. and et. al.,
2016).
Relevant Models and Information Sources Used
There are two types of sources from where the information can be acquired
which are Primary Source of Data and Secondary Source of Data.
Primary Source: Primary Source of data is the first hand collection of data and the
secondary source of data is the second hand collection of data which includes the
use of various books, journals, articles or any published sources in order to gain

knowledge. For completing this project, the use of both types of data which are
primary and secondary is done. Primary data is collected with the help of preparing
questionnaires.
Secondary Data: Secondary data is collected through online sources, books and
journals. For understanding the competitiveness of the business environment and
chances of potential profitability the use of Porter's Five Forces Model is used.
Along with this, business canvas model has also been utilised, which will directly
help the business developer in looking into different value propositions, that Taj
Heritage Tower will adopt at the time of business expansion in Paris.
Secondary data or information is available from many other relevant sources
and may already have been applied in previous investigation, making it more easier
to execute further study. It is time-saving as well as cost-efficient: the information
was gathered by someone other than the investigator. As secondary research is
more essential and important for business to identify culture of country where an
organisation decide to expand their business. Secondary data introduces to
information which is gathered by someone who is someone other than the user.
There are different sources of secondary data available for Taj Heritage Tower
such as social science include censuses, data gathered by government departments
and organizational records that was originally gathered for other research
purposes.

Porter's Five Forces Model: It is an effective framework for analysing an
organisation's competitive environment. Along with this the number as well as
power of an organisation's competitive rivals, suppliers, customers, potential new
market entrants and substitute products impact an organisation's profitability. This
model will be helps Taj Heritage in gauging competition, helpful in planning,
dealing with buyers and suppliers and so on. As these are main benefits which will
support an enterprise in its development and growth.
Assumptions
The business expansion is done on the basis of making several assumptions
which are related to providing the best services and environment to the customers
who make their visit to the Hotel. Services differ from Hotel to Hotel but,
providing them with the taste of Indian Food and Culture which makes the services
of Taj Heritage Tower different to that of others. Further, the location chosen to set
up the business is also on the basis of area where there are high visitors & where
people have high disposable income to spend (Birkinshaw, 2016). As the low or
middle class people will not be able to afford the prices of Hotel. So the location is
based on the tourist visitors & financial condition of the people living in that area.
Timescales for Achievement
Since, the project has started taking its shape in recent times and including
this the overall analysis and market research is going to be undertaken and finished

within an year only, which might aid in pulling out low, marginal and high risks
that might hamper the overall business of Taj Heritage Tower while expanding
business at international level (Paris). Apart from this, overall setup is going to
take shape in the month of May where locations for different things like hotel
regency and other property are going to be finalised focusing on the areas which
visitors mostly likes to visit in Paris (Wirtz and et. al., 2016). While focusing on
this, Taj Heritage Tower will also develop a range of proposal in order to resolve
all the issues related to funding. Since company is going to perform in hospitality
industry of Paris, it will be required for Taj Heritage Tower to legalise themselves
with the help of licenses so that they can perform well at marketplace. This will
take place in the month of April only. On the other hand, as Taj Heritage Tower
has been working in a business environment where Indian culture was being
followed, it will be required for BOD to build up Human resource in a way, where
they can hire best suitable and experienced staff who could work with this
company for long term and these also needs to have a good knowledge of culture
of Paris as well. Just after when every factor will reach to a good position, Taj
Heritage Tower will open its exclusive and brand new hotel in Paris.
BUSINESS CONCEPT
Taj Heritage Tower has been working in hotel industry which is a part of
hospitality sector. Mainly, it is going to offer targeted customers of Paris with

accommodation, food, housekeeping, Free Wi-Fi, Complimentary arrival &
departure transfers, Reception with concierge assistance, "Tailor made services"
prior to arrival, Each room individually designed and furnished with Collectors Art
works, Fresh water Swimming pool with sun-loungers, Pool bar offering drinks &
light snacks and many other services like 30 luxury rooms with 5 suites and 15
deluxe rooms. Taj Heritage Tower which is going to expand its business in Paris is
also having a good research and development department that will assist them in
taking right decisions related to services, quality and many other things at the same
time. Since, Taj Heritage Tower is going to offer customers with great quality of
food, accommodation and antique dresses/apparels it is may be possible that
organisation will grab a good position in the market within a short span. Along
with this, Taj Heritage Tower is also going to offer customers with a range of
traditional clothes in its hotel cum boutique. A combination of two different
operations will directly help business organisation i.e. Taj Heritage Tower in
reaching to new heights in specified time frame. Along with this, it is also being
found that the business would required to be managed and on timely basis changes
are required to be made in order to grab the attention of customers in much
effective and efficient manner. On the other hand, it could also gain many
competitive advantages within the Paris City. It is being analysed that, for a
business hotel it is essential to cope up a range of policies, rules and laws that are

being developed by government of a country and then develop a business concept
in order to reach to new heights in specified time frame.
Product and services
As Taj Heritage Tower is expanding its business in Paris, it will be required
for organisation to have a good range of products/services in its portfolio. Along
with this, it has been analysed that both products and services offered by a business
organisation are required to be developed in a way that customers are looking for.
With the help of this, right product is being developed for the correct targeted
customer. On the other hand, it is also essential for a business company like Taj
Heritage Tower to perform the analysis first, and will go through all the strategies
that are being developed by competitors like what promotional activity, sales
strategy and resources that are used by them in order to target the customers within
the area where company is expanding. Through this, company like Taj Heritage
Group could easily reach to new heights and develop services based on the
requirements of customers. Let’s have a look on portfolio of Taj Heritage Tower
which is given beneath:
HOTEL FACILITIES & GUEST SERVICES
 Complimentary arrival & departure transfers.
 Reception with concierge assistance.

 "Tailor made services" prior to arrival.
 5 suites with 30 luxury and 15 deluxe rooms.
 Each room individually designed and furnished with Collectors Art works.
 Fresh water Swimming pool.
 Pool bar offering drinks & light snacks.
 Traditional Indian dresses.
 Antique and oxidised jewellery.
With the help of above mentioned service portfolio, it can be said that Taj
Heritage Tower may become able to give good rivalry to existing hotels that are
performing well at Paris. Since hotel has kept its focus on delivering customers
with a good quality food, accommodation and other kind of services, this will help
Taj Heritage Tower in grabbing a good position in specific time frame (Ungureanu,
Pop and Ungureanu, 2016). Since, Individuals within the Paris are much fascinated
due to the unique culture and history that India is having, it may be possible that
Taj Heritage Tower would directly start gaining profits from the first year as it is
also offering customers with ethnic wear that has directly imported from India.
Along with this, Taj Heritage Tower is also going to hire expert chef who has
knowledge of both French and Indian food so that they could use fusion as an art
to attract customers that likes to try something new. Since hotel will enter Paris

with a unique concept of offering clients with traditional Indian dresses and
accommodation, it has a high possibility of gaining a good reputation at market.
"Tailor made services" is also going to be offered to clients prior to their arrival
which will help in improvising the satisfaction in reaching to an all new level. On
the other hand, antique and oxidised jewellery will directly aid Taj Heritage Tower
in earning good profit margins. Hotel is also going to offer customers with
complimentary arrival & departure transfers in order to build customer loyalty with
them. Along with this, human resource team will finalise expertise within the hotel
on the basis of their experience in the same field. On the other hand, these
expertises (chef) will also give some tips to customers through which they can stay
healthy even when they eat unhealthy food. With the help of this, Taj Heritage
Tower might become able to perform well at marketplace.
Target Market
This is one of vital factor which basically needs to be understood by a
company at the time of expanding business at international level. Along with this,
it can be said that market segmentation refers to a specific procedure through
which organisation divides whole market into specific groups on the basis of
different characteristics of customers. This kind of segmentation is mainly of four
types that are geographic, psycho-graphic, demographic and behavioural.
Customer segmentation that Taj Heritage Tower has chosen is demographic type of

segmentation. Away with this, Taj Heritage Tower is going to target the different
range of segment based on the the income basis, where they are going to target
both medium and high class individuals that are looking forward to visit new
places (Tukker, and Tischner, 2017). Along with this, Taj Heritage Tower's main
focus will basically stick to targeted customers of Paris & Tourists. Since the
Indian culture is one of the oldest one, which directly grabs the attention of public
and develops interest towards it, offering customers with ethnic wear imported
from India will help Taj Heritage Tower in targeting individuals based on their
interests. On the other hand, the hotel also consists with a range of quality services
where customers can easily ask manager to customise rooms based on their interest
like change within the curtains, grocery items and more. The chosen demographic
type will improve the efficiency level of Taj Heritage Tower and it is also possible
that Taj Heritage Tower would require making modifications as well, as per the
requirements and through this maximum benefits can easily be gained right on
time.

Illustration 1: Target market for Taj Heritage
(Source: Target market for Taj Heritage, 2018)
From the above graph, it has been concluded demographic target market for
Taj heritage. This graph will support business to target population and achieve
better outcomes within given time duration.
Value Added
In present time, it can be said that there are ample number of business
organisations that are performing well at marketplace but in order to sustain for a
longer period of time, companies has given value added services. In the same way,
Taj Heritage Tower has kept its focus on sustainability as the investment that
organisation is going to make on expanding business in Paris, company cannot
afford to face any sort of crisis, regarding the same. In order to remove risks, Taj
Heritage Tower is going to offer customers with a customer service department,
where they can resolve queries in specific time frame. Thus, this separates Taj

Heritage Tower from its competitors considering the facility which Taj Heritage
Tower is going to offer to its customers. In this Taj hotel, customers will be given
free vouchers for Spa therapy. Also this hotel will provide free meditation sessions
for the first fifty customers. Every weekend 5 lucky customers who are staying in
hotel will be provided free dinner on Sunday. All such facilities will attract a lot of
customers for utilising the services of Taj Heritage Hotel. These value added
services will enhance this hotel's reputation.
Specific features
Every single hotel in present time carries the best services which they can
offer to its customers in order to sustain at marketplace for a longer period of time.
Since, Paris is a place of opportunities where people like to see something unique.
In the same way, Taj Heritage Tower is already carrying Indian culture which will
help them in reaching to new heights and grabbing attention of customers that are
doing business at international level. The company also works more on research
and development area in order to identify the ways through which enhancement of
quality of different products and services can easily be done right on time. Along
with this, Taj Heritage Tower has kept its focus on offering quality services with
low or marginal prices and it will start helping Taj Heritage Tower in offering
them with unforgettable experience to its customers (Sekaran and Bougie, 2016).

If the customers of Taj Heritage tower wants some changes in their room
like curtains so the staff of hotel provide them the best services to satisfy their
customers. The hotel provides luxury rooms at an affordable price with best
services. The hotel is moving forward to target tourists & customers of Paris as
their culture is of western class, so by providing the culture of Indian traditional
where they can attract new customers and build relation across globe and this will
aware the customers about the traditional culture which they was not aware of. As
the hotel consists of pools, garden, fountain, a fitness centre, a conference room
for business class people, a work desk outlets galore and the most important the
staff behaviour becomes one of the advantage because such features are not
available in every hotel and mostly customers prefer such hotels where they can
get every kind of facilities. The same feature is applied in the business of Paris to
provide traditional wear and provide customer with services of easy booking,
delivery and provide clothes which is affordable. The interior of Taj Heritage Hotel
is surrounded by historical pictures or calligraphy which becomes a benefit to
attract consumers worldwide.
Who is involved
In this context, there are a range of business people (stakeholders) which
will help Taj Heritage Tower in grabbing a good position at marketplace. Here, it
can be said that, shareholders like R&D team's head; head chef who has experience

and will handle the management of overall activities of operations within Taj
Heritage Tower. Another shareholder, who was head of one Competitor Company,
will also be involved. These shareholders have equivalent percentage of profit and
loss. They will equally responsible for the success or failure of company in future.
All of the major and essential decisions will be taken by these shareholders with
mutual discussions. The company has marketing department who will take instant
decisions related to marketing work as the team owns good range of experience in
this specific zone.
Windows of opportunity
Paris, a major European city and a global centre for art, fashion, gastronomy
and culture. It consists with an attractive World Heritage Sites and this makes it
much more remember able for visitors. Eiffel Tower, Louvre Museum and many
more other sites this nation is having and that is why, Taj Heritage Tower has
chosen this place to expand its business. People of this city, stays humble and likes
to know about new things. This could be considered as one of the effective thing,
which will help Taj Heritage Tower in grabbing a good position at marketplace.
Paris has been one of Europe's major centres of finance, commerce, fashion,
science, and the arts. Along with this, it can be said that city is basically
surrounded with many beaches and attracts visitors to visit it number of times
(Scott, Hall and Gössling, 2016). As per evaluation, it has been seen that its

localise citizens and tourists are spending their free time in near beaches, Eiffel
Tower, Museum etc. Thus, it might create opportunity for Taj Heritage Tower to
start its business hotel in Paris nearby Eiffel Tower.
FEASIBILITY RESEARCH
Feasibility plan can basically seen as the study which is being conducted to
analyse that whether the proposed business concept or thought will be successful in
future or not. Feasibility of project can be checked in many terms like technically,
estimation cost and profits. For the present business idea, its feasibility analysis
can be done on the basis of certain factors that are product and service, market,
financial industry and organisational factors.
The Feasibility Plan
It has been analysed that, for every single business proposal, it is required to
have a feasibility plan in order to make the business successful. This type of plan is
being made in order to find out whether the business is going to perform well at
Paris or not. Particularly, a feasibility plan relies upon three different areas and
these are deepened investigation, data (information) collection and supportive
evidence in order to find out whether the business will perform well or not. If it is
talked about initial stage, Taj Heritage Tower would mostly require performing a
detailed study in order to collect information related to both needs and wants of
targeted customers/visitors of Paris city. With the help of this, BOD of Taj

Heritage Tower might gain a good knowledge related to what exactly people of
Paris or visitors that came to France are looking for. Second phase will help
founder of Taj Heritage Tower to collect data from socialites and visitors that are
looking forward to visit Paris in near future (Prokhorova and et. al., 2016). Last
phase will show the supportive evidence as well in order to examine what changes
will occur in near future. Information related to the same is presented beneath:
Primary and Secondary data needs
In every single business proposal, it is vital to collect data so that right
amount of information could easily be carried out which may aid in taking right
decisions for performing well at marketplace. There are two basic approaches like
primary and secondary that can be adopted by a researcher in order to collect
information in specific time frame. Both of them are described underneath:
Primary method: This type of method basically carries out both direct and
authentic information. The data basically being collected through different range of
tools like questionnaire, focus group and so on. Basically, fresh and raw
information is pulled out by primary data collection method. Primary method is
considered as the most effective method as it is helps in gaining the first hand
information which not used by any investigator before. This method is considered
to be effective as the information is procured by the researcher only according to
its requirements. In the context of this investigation, a new hotel chain is planned

to be launched in Paris. The new hotel chain which is planned to be launched is
already having a big name in other parts of the world such as Asia. In order to
effectively plan to start up a new business, it is important to gain data about
external environment so that contingency plans can be made for future situations
so that business can be carried out smoothly. Primary method of data collection
includes various techniques such as questionnaire and focus groups by which data
is collected from the respondents by asking various valid questions from them. The
major issue with this method is ethical implications. As it is hard to gain data from
the employees of competitors of the new business, which are basically the best
respondents for gaining the information about external market.
Secondary method: This type of approach is basically helps a business
developer in collecting data from existing articles, television, books, journals,
newspapers, magazines, online websites and etc. Data that is being collected will
not be authentic because it is already being carried by out by professionals
previously in the past. Secondary method of data collection is considered to be the
most effective in cases where data collection for valid respondents is difficult due
to ethical implications (Mukhopadhyay, 2016). In this case, where a new hotel
chain is planned to be established in Paris, it is important to gain data about the
external market of hotel industry so that business can be carried out smoothly. In
this research, investigator has gained information about external environment in

hotel industry by gaining data from newspaper, journal articles etc. The data is
gained has low reliability as it is not procured by the investigator itself. In this
research, secondary method is selected over primary as it does not involved any
ethical implications and is easier to gain data for the hotel industry in Paris.
Along with this, it can also be said that good feasibility research for a
business organisations like Taj Heritage Tower which are looking forward to
expand their businesses among different countries like Paris, than it will be
required to conduct both primary and secondary research so that right information
in correct time can easily be carried out. But for present report, the method which
has been chosen i.e. secondary method, it is a method through which information is
gathered taking in consideration various sources such as books, journals, articles
and information from internet. It is done basically to gather basic understanding
regarding the chosen subject area, thus it create value in providing in-depth
analysis in detailed manner. Along with this, different online articles are also
going to be chosen in order to find out thoughts of other people on the similar
business concepts that are already performing at Paris.
Research Methodologies
Another section which plays a crucial role for a business proposal or for any
research which helps in selecting the best tools and techniques in collecting,
interpreting and analysing the data and information in specific time frame. This is

being considered as a way of selecting or evaluating results that may aid a founder
in taking right decisions in specific time frame. Through this, maximum benefits
could be gained right on time. On the other hand, finding solutions to a social or
scientific problem can be done within a business proposal through adopting right
tool or technique within research methodology. Here it can be said that, it is
required to focus on systematic way to researchers to solve problems in their
research. Different kinds of problems are solved by different methodologies. It is
very important for the investigator to choose the correct method for research. As
the suitable selection of methods assist the overall work in right manner to
reaching at the potential outcome and results. The scope of present study is wide
as, this report helps in determining all the essential aspects that are effective in
implementation of a project plan in appropriate manner. In this study area
qualitative is the most suitable methodology which assist the over all work in right
manner with the potential support of appropriate information that are presented in
theoretical manner. The present study is based on secondary aspects as in this
information accumulation is based on secondary sources like books, journals,
published articles etc. thus these are effective in gathering valid and reliable
information that supports the work in potential manner (Kolk, 2016).

Market analysis of Hospitality sector of Paris
Paris is among one of the most popular tourist destination and starting
business in this city, from the prospective of growth, can be very beneficial for any
organisation. In initial time period of 2018, average daily price rate grew to
€228.23 I.e. an increment of 8% (Paris leads France’s recovery, hotel investments,
2019). There is no doubt that hotel business in hospitality sector was
underperforming in last 4-5 years but from 2018, it started attracting investments
and Paris is considered as the best location for leading new growth story.
From 2013-17, the demand of luxury hotels went down by around 20% but
with time, it is estimated that demand in this segment is going to see a positive
phase. The idea of starting a boutique hotel can catch eyes of young travellers as
popularity of luxury boutique hotel with a big brand name is high in Paris.
According to French government, 89 million tourist visited France in 2017 and this
figure is suppose to touch 100 million in 2020 (Staggered Parisian hospitality
industry finds its footing, 2019). Paris will also get benefit of sharp rise in tourism
sector and this can be considered as the perfect time of starting new hotel as, for a
business, initial success is connected to their survival.
Flexibility and adaption of new business model is basically key strategy
which can attract more investors in Paris. The study done by HVS claims that
approximately 6400 new rooms are going to come in operations in upcoming four

years. The number of Asian tourists is increasing in Paris and Taj Heritage Tower
can exploit this opportunity in expanding their business. Parisian hotels are leading
table of ''highest valued'' hotels, they have significant contribution in increasing
popularity of this city. Variety of Sun, Sea, food and culture is considered as main
attraction of the ''City of Light'' and these qualities are going drive growth in
number of foreign tourist in forthcoming time.
Product and service feasibility
On the basis of feasibility research of products and services offered by Taj
Heritage Tower, it has been analysed that opening a whole new boutique hotel is
practically a feasible thought which can be accepted by society of Paris. More
customers will be attracted as they have never been to India and hotel depicts the
culture and tradition of India. The Taj heritage tower will be chosen by customers
as it will be situated at heart of city decided according to strategic analysis and
market research. Moreover, the prices for hotel rooms are effective and affordable.
Along with this main attraction will be its boutique comprising of Indian
traditional dresses and oxidised jewellery. The target customers will be between
age group of 15-65 years. It will include men and women. And more women will
be attracted because main USP of hotel is boutique. According to overall
evaluation of products and services of Taj Heritage Tower, will achieve great
heights and long term success (Hirschmeier and Yui, 2018).

The Taj Heritage Tower is providing effective accommodation facilities with
proper royal Indian touch, this is effective in attracting customers towards the hotel
and its offered services. The company is having 5 suites and 30 luxury sweets and
15 deluxe rooms which are categorised as per their speciality and charged as per
the facilities provided to the customers.
Price Chart of Rooms in Taj Heritage Tower
Suits 300€

Luxury Sweets 400€
Deluxe Rooms 200€

Market Feasibility
Market feasibility refers to investigation of target market to identify
potential threats and find out solutions to overcome them. There are various
elements that are important for market feasibility study includes description of
industry, background, current position, threats, competitive factors and potential
opportunities etc. managers of Taj Heritage Tower will conduct this feasibility
study for formulation of strategies as it will help in increasing market share in
Paris. It is crucial factor; it will help in enhancing profits and achieve competitive
advantage against rivalries. The research data and analysis are mainly from
secondary data.

With the help of above mentioned graph, it can be said that number of
tourists within Paris is increasing every year. Thus, offering customers/visitors
with accommodation and with unique services like boutique will help Taj Heritage
Tower in reaching to new heights. Along with this, it can also be said that this
number will improve on a regular basis in near future (Goldratt, 2017). Thus,
feasibility of this organisation is strong enough and in near future Taj Heritage
Tower will specifically gain a good position at marketplace.

According to forecast of Paris master plan, there will be attraction of more
and more customers coming to Paris in the next 5 years. The graph is based on
forecasts for conservative, mid-range and high growth scenarios. It has been
analysed that annually 13% growth for conservative scenario can be projected from
2013 to 2020. For mid-range scenario, annual growth rate will be 20% from 2013
to 2015 and 15% growth from 2016 to 2020. For high-growth scenario from 2013

to 2015 annual growth will be between 40-45% and 20% growth from 2016 to
2020. It can be said that tourism industry has dramatic growth which shows that
hotel industry of Paris has great potential of growth and attractiveness.
Industry Feasibility
Industry feasibility refers to technique by which company identifies its
actual position and attractiveness of hotel in Paris. The main emphasis of Taj
heritage tower is to check feasibility of hotel industry in Paris. It helps companies
to know about responses of customers or tourists towards hotel. It also states that
future scope of Taj heritage tower is bright as people especially women expects to
look beautiful (Glover and Kusterer, 2016).

As per this graph overall luxury market grew by 5% in year 2017 at global
level. Most luxury segments experienced positive growth. Luxury travel saw
tremendous growth. Luxury hospitality increased its share to 4% sale of luxury
cruises increased by 14%. This also reflects that feasibility of hotel industry in

Paris is positive and its market share will increase with the changing time and
environment.
Financial Feasibility
In order to forecast the approximate set-up cost, revenue, cost and profit, the
information are done through internet, mail and telephone enquiries.
Set-up Capital
The estimated total budget capital for Taj Heritage Tower is €14,693,916 including
€6,452,636 share capital and €8,241,280 as real estate leasing per month as rent for the acquired
building for next 6 months.
Total Amount % of total
Share Capital ( Two partners) 6,452,636 € 42 %
Real Estate Leasing 8,241,280 € 58%
Necessary Capital for the
investment
14,693,916 € 100 %
Revenue
The revenue of Taj Heritage Tower' might also vary depending on the
seasonal fluctuation. It is assumed that all the room will be occupied in the peak
season and the occupancy rate will be lower in the off peak season.
Break-even Analysis

The cost and revenue is calculated quarterly and the total revenue meets the
total fixed cost at quarter five. Therefore, Taj Heritage Tower will be break even
after a year and 3 months.
Return on Investment and Profit Margin:
The return on investment of Taj Heritage Tower is around 20% for first year,
19.17% for second year and 17.57% for 3rd year. and profit margin is about %.
Description Year-1(€) Year-2(€) Year-3(€)
Net Profit 29,38,783.20 33,79,600.68 39,54,132.80
Investment 1,46,93,916.00 1,61,63,308 1,77,79,638
ROI 20.00% 20.91% 22.24%
Source: Computed By Author
Description Year-1(€) Year-2(€) Year-3(€)
Operating
profit 5,50,00,000.00 6,49,00,000.00 7,78,80,000.00
Revenue 25,80,00,000.00 29,67,00,000.00 34,12,05,000.00
Profit Margin 21.32% 21.87% 22.82%
It is assumed that the investment, will provide net profit 21.32% as
investment and if it is talked about operating profit ability, which 21.87% of total
revenues for the first year. In the second year, 22.82. It is analysed that profit
margin will have increased by 15% and investment will increase by 10%.
Porter's five forces model

This is being considered as a model that basically aid in evaluating the
competitiveness within an industry. It has been analysed that in order to take right
determinations, it is essential for a business company to look at actual status in
terms of both competition and profits at the same time. In present context, at the
time of analysing the actual position of feasibility of Taj Heritage Tower, this
model can be considered as the best approach. Porter's five forces model refers to
tool which helps in analysing competition level of industry. This model is based on
that there are five forces that identify intensity of competition and market
attractiveness. It is useful in understanding organisations current position and
desired position. Also, helps to understand whether new products or services are
potentially profitable. The best suitable model to check industry feasibility for Taj
Heritage Tower is porter's five forces model. It comprises of five different forces
which helps to identify competitiveness within hotel industry. There are five basic
forces which helps a business company to identify the competitiveness within the
hospitality industry (Ghanbari and et. al., 2017). With the help of this, it can easily
be said that Taj Heritage Tower may gain a good reputation in Paris in specific
time frame. In present context, all of five forces are being comprehended below:
Threat of New Entry: This force is basically being considered as one of the
crucial one which may impact on a business organisation's productivity and
profitability at the same time. In every single sector, new firms enter on a regular

basis with unique ideas which impacts upon other firms' profit margins. In the
same way, Taj Heritage Tower may also face the same as hospitality sector is filled
with uncertainties. It will be required for Taj Heritage Tower to respectfully
develop loyalty with their customers through which they do not lose their interests
from products and services which are being offered by them. If it is talked about
current market situation of Paris, hotels with unique ideas gets open regularly
which means the threat of new entry for Taj Heritage Tower will remain high.
Bargaining Power of Customers: This can be defined as the power which
consumers have within a particular industry. Basically, they are the reason for
price changes of particular products and services within a sector. When consumers
have high bargaining power in Paris then sellers or manufactures may not predict
future demand by the market. Thus, this could be considered as a specific reason
for manufacturers and sellers both to unable to achieve long term profitability due
to unpredictable market demands. Taj Heritage Tower, a company is consisted
with high bargaining power of customers and this is because of increasing
competition and availability of different range of hotels with unique approaches
(França and et. al., 2017).
Bargaining Power of Suppliers: This is being considered as a force which
basically impacts upon an organisation the most. In every single business
organisation, suppliers have become able to influence customers through using

different techniques like advertisement, market manipulation and so on within
Paris. Therefore, it can easily be said that Taj Heritage Tower may face a low
bargaining power of suppliers because, it is may be possible that company would
import products like Indian culture based attire in specific time frame. But, if it is
talked about hotel industry, bargaining power of suppliers is high in nature.
Threat of Substitutes: Another force where similar products and services are
being sold developed by the competitors who satisfy marketing needs and demand.
When consumers have substitute product which can satisfy them then
manufactures are losing their bargaining power. There are lot of competitors in
Hospitality industry which increase the high threat of substitute products for Taj
Heritage Tower in hospitality industry.
Competitive Rivalry: The level of competition is very high in hospitality
industry. Many successful players in the market are attracted towards hotel and real
estate industry. Taj hotel chain holds a great market reputation and heritage.
Moreover, by diversifying the customer experience such as restaurants, coffee
shops, and casinos many large operators are attracting customers towards them. As
Taj Heritage Tower is expanding its business in Paris with a USP of Boutique level
of competition is low (Dutt and et. al., 2016). As, it is creating the competition for
other hotels in Paris.
Analysis

Porter's five forces analysis is done in order to identify the companies
strength and weaknesses in comparison to their rivals. This analysis helps the Taj
Heritage Tower in successfully operating their business within new location and
area. This model is mainly encompasses over five basic factors which will helps
the Taj Heritage Tower in launching their new venture successfully. This model is
also assist the firm in providing effective training sessions to their employees in
respect to developing their skills and ability to perform organisational task with the
requirement of the new project plan.
The Taj Heritage Tower is focuses over providing on the job and off the job
training to their employees for the purpose of theoretically as well as practical
developing their skills and ability to work with more enthusiasm. The company
will hire employees and than enduring them in training process as to addressing
their weaknesses and develop their capabilities. After that organisational
management is concern over assisting right duty to the employees to attain success
and growth via the suitable implementation of their skills and capabilities.

Organisational Analysis
Since Taj Heritage Tower will be operating its business in Paris, where hotel
has assumed that almost 50 guests, will visit the hotel on daily basis, because hotel
is having a boutique as well. Therefore, it can be said that Taj Heritage Tower
hired employees could effectively handle the situations in high time like excessive
bookings of rooms for a certain period of time.
Business Model
Core Strategy
Paris has been one of a crucial place where its government basically helps
foreign business organisation in operating businesses within the business
organisation. Political and economic reform, tourist arrivals has reached to the
roof. As consequences of the surge of tourist arrivals, there has been a situation of
high demand on hotel accommodation and it leads to skyrocket of hotel room
prices. According to the report of Singapore based financial advisory firm, New
Crossroads Asia, the room rates rose to more than five times from 2011 to 2012.
However, there has been a visitor’s complaint of having gap between price and
services. To fill the gap and to solve this problem, Taj Heritage Tower has born
with the concept of lower prices but with better quality.
The core strategy of Taj Heritage Tower hotel is in accordance with its
slogan “Every Stay- Cheap Rate”. Literally, core strategy of Taj Heritage Tower

hotel is based on Bowman’s Hybrid strategy. It means that the core strategy of Taj
Heritage Tower pursues simultaneously to get differentiation and low price relative
to competitors. Taj Heritage Tower differentiation strategy based on the design of
the hotel and services offered. At the same time, the room rate of the Taj Heritage
Tower will be pursuing low price strategy with lower room rate than competitors’
hotels but better quality of services. Since Taj Heritage Tower will be pursing low
price strategy, it is important to be a low-cost oriented (Del Giudice, 2016).

Business Plan
Business plan can be defined as a blueprint of the Taj Heritage Tower and it
shows that where it is going to expand will help in sustaining within the market for
a longer period of time or not. This basically includes a range of critical success
factors, number of potential risks, along with a budget. In accordance to this,
investment is required to be made in specified time frame.
The Hotel Industry in France (Paris)
Within the year of 2017, it was found that around 89 million tourists have
visited Paris, France. Based on the information provided by French government, it
can be said that approximately 6 percent rise can be seen within the nation, and if it
is talked about 2020, 89 million might reach to 100 million. It can be said that, for
business organisation like Taj Heritage Tower can easily gain ample number of
competitive advantages through expanding business in Paris. On the other hand, it
can be said that a welcome turnaround was being seen based upon previous year,
when tourist numbers in the worst-hit region of Greater Paris fell by 1.5 million in
the wake of a spate of terrorist attacks. However, it was found that RevPAR
(revenue per available room) came down almost 16 percent if it is counted based
upon previous year.
It is said by Gwenola Donet who is the JLL’s Head of France for the Hotels
& Hospitality Group, says the recovery is expected to accelerate in 2018 thanks to

a wide range of positive factors. It means that, France's travel and tourism industry
along with the hospitality sector will grow in near future. This means that if a
business organisation like Taj Heritage Tower expands its business and possibly
that hotel might grab a good position in a short span. On the other hand, Paris was
also being chosen for 2024 Olympics as its host, which could be considered as one
of a crucial approach that can be utilised by a company like Taj Heritage Tower
while marketing itself in front of tourists and many more (Budzianowski, 2017).
With the help of this, it can be said that, Paris might reach to an all new level in
specified time frame.

(Sources: Number of hotels and similar accommodation establishments in France
from 2007 to 2017, 2019)
Considering the above mentioned graph, it can be said that from 2007 to
2017, a range of hotels like approximately 19,000 hotels were established in 2017.
Therefore, it can easily be said that business expansion if done by Taj Heritage
Tower, then it is possible that it might grab a good position within the market in a
Illustration 2: Number of hotels and similar accommodation establishments in France from
2007 to 2017

short span. Along with this, it is said that hotels similar accommodation types
made up the majority of travel accommodation in France.
Project Planning and Development Stages
This is being considered as one of a crucial stage, which requires proper
implementation because if a business plan does not consider this stage, than it may
be possible that the whole plan might go wrong. In case of Taj Heritage Tower, a
project planning process that is followed is given underneath in the form of a table.
With the help of above mentioned graph, it can easily be said that in the
phase one, strategy is going to be built. On the other hand hand, in second stage
research is going to be done for the business expansion in Paris. After that,
planning stage will come across, where all the decisions are going to be made
Illustration 3: Project Planning Timeline for Taj Heritage Tower

through which Taj Heritage Tower could directly enhance all the favourable
possibilities of making whole investigation much more successful enough in a
short span. On the other hand, requirement phase will cover all the necessary
points that are required for Taj Heritage Tower to focus. Design will be considered
as the fifth phase here, and here all the requirements that Taj Heritage Tower is
looking for are going to be designed in a particular subject. Away with this, rest of
the stages are required for project manager of Taj Heritage Tower to focus upon
different stages as well of planning.
With the help of this, maximum benefits could be gained by Taj Heritage
Tower as it is one of a crucial factor, which aid in developing effective program for
itself that will directly help for business expansion in Paris. Here, this could be
understood with a good example where Taj Heritage Tower has built a boutique
cum business hotel where an individual (traveller) can do both stay in the hotel and
purchase ethnic clothing as well. This unique concept, which has been brought by
Indian company, would require having a much effective process planning.
Because, then only Taj Heritage Tower might sustain in the Paris Market for a
longer time frame.
Structure of Room and Interior Design
Since, Taj Heritage Tower is a business hotel cum boutique; it consists with
a unique structure of room, interior design and the area as well where boutique has

been built. Without an effective structure of the hotel from its infrastructure to
placement of products and services, a hotel cannot attract a customer (tourist or
traveller). Considering this, Taj Heritage Tower has built a much more unique
structure not only for its rooms but for the boutique, which has developed for
travellers. Into the infrastructure, it has kept the taste of Indian culture and this
might help Taj Heritage Tower in grabbing attention of travellers than a normal
business hotel. It is because; people who are living in Paris and from other nations
as well, Indian culture and its history have been fascinating. Taj Heritage Tower
has grabbed this as a much more effective opportunity than developing an
infrastructure, which has been built considering a simple form.
On the other hand, Taj Heritage Tower will own its own building, which is
going to be in the form of 3 floors, with a basement for parking area
(Budzianowski, 2017). In near future, owner has also decided to construct 8 more
floors if Taj Heritage Tower will get right response from targeted customers.

Illustration 4: The floor plan of Taj Heritage Tower

Above mentioned image, is showing the floor plan of Taj Heritage Tower,
and all the room in this are basically being built with conventional concrete, in
order to build a much stronger building. On the other hand, there will be some of
paintings, tables and other necessary things will be presented within the Taj
Heritage Tower. Along with this, most of the things in the room will be
environmental friendly local products. On the other side, bed within every single
room will be of king size considering the heritage style of India. If it is talked
about the utensils that will be kept within a room, then all of them will be made up
of copper like spoon, fork cup and plates as within India. This has been utilised in
order to best serve to travellers as per the requirements.
Along with this, it is being found that every single room will also have air
condition along with the traditional open hearth that will help in giving the best
experience to individuals with a purchasing opportunity i.e. ethnic wear from the
store launched within the hotel.
In the hotel industry Structure of Room and Interior Design is an effective
aspect which is effectively considered by the hotel management to attract
customers. In the context of taking benefits of hotel services individuals are mainly
looking the the structure and view of the room, as people want comfortable
facilities in their paying.

The Taj Heritage Tower is mainly concern on providing effective services to
their customers with the best locations and view of the room and effective interior
design. Taj Heritage Tower is planned to promote Indian culture in Paris via
providing facilities that are based on Indian culture, Indian traditional dresses and
oxidised jewellery. The company is providing effective bedding facility with
flourishing wood elements.

The interior of the hotel is based on the Indian culture, which promotes the
heritage culture and royal efficiency of Indian culture. The company is also focuses
over using designing aspects that are fully based on Indian Classical culture, thus
this is effective in gaining the attention of people in Paris, as individual from
different area are willing the taking benefits of unique facilities and culture.
Marketing Plan
A marketing plan can be considered as a report which basically shows a
marketing strategy used for a particular objective. It can be said that a marketing
plan majorly stays enclosed with an overview of business's marketing and
advertising goals. In present context where, Taj Heritage Tower is expanding its
business would require to focus upon its marketing plan, because then only Taj
Heritage Tower could expand its business in a short span. If it is talked about, Taj
Heritage Tower's targeted customers then these will be both international and
national backpacker tourist. Therefore, the marketing strategies will be mainly
focus on attracting many more new guests rather than maintaining old customers. It
was found, that Taj Heritage Tower is cost orientated budget hotel, its marketing
budget will be strict and its marketing strategies will be cost effective ones as well.

Here, Taj Heritage Tower will be taking in use of Social Media to present itself in
front of the whole Paris and on Television as well, which could be considered as
one of a crucial approach that can be utilised when it comes to grab the attention of
customers in a good numbers in a short period of time.
Plan Implementation chart
Collaborative Marketing Strategies
Collaborative Marketing Strategies: As mentioned by Birkinshaw, (2016),
Tourism industry not only in Paris but in all over the world is rising; this has raised
benefits for business organisations as well that are expanding business at
international level. In the same way, for business expansion in Paris, collaborative
approach is being utilised rather than going for traditional marketing approach.
This would have helped in gaining competitive advantage via sharing the
knowledge, resources, information and supporting each other. This will directly
help Taj Heritage Tower to grab a good position within the market through
developing unique range of promotional acts and on the other side, it is also
required for the organisation to recruit a marketing manager who has all the focus
upon improving the profit margins, through conducting promotional campaigns for
Taj Heritage Tower.
Since, Taj Heritage Tower is having a good budget for marketing itself,
known among people who are willing to visit Paris, or belongs to the cities nearby

to it or among travellers. Taj Heritage Tower for promotion, collaborative
approach is going to be utilised where local travel agents along with the local
restaurants that have good or potential employees are going to acquire awareness
to the customers. Along with this, it can also be said that Taj Heritage Tower will
place brochures and advertisement poster at local travel agents and local
restaurants like Le Cinq, Pierre Gagnaire, Ze Kitchen Galerie and many more food
restaurant. In return, Taj Heritage Tower also take in use of YouTube and many
travelling business sites that potential customers are using to visit other nations or a
new place (national and international travellers). In present time, it is being
analysed that Taj Heritage Tower, has made an assumption that the marketing
strategy, which is used might help them in investing less due to the chosen
communicating media and these are social media and Television as well. In order
to build the advertisement in much more effective and efficient manner, With the
help of this, it can be said that Taj Heritage Tower can not only create an
opportunity to its customer to try Indian traditional culture based costumes, dresses
and more given on the advertisements. This would help Taj Heritage Tower in
grabbing attention of individuals in much effective and efficient manner.
On the other hand, if it is talked about international and national tourist
individuals, then it can be said that Taj Heritage Tower would require to listing in
the hotel booking website to get to the global. Alongside this, it is said that

positivity in front of customers of a business hotel can be built through using these
advertisement and other range of practices as well. Away with this, it is being
found that the power of customer reviews impacts upon reputation as well. On the
other hand, it is vital for Taj Heritage Tower to keep its focus on building the
advertisement, considering all the social and other related values, because if it will
not follow the same it is may be possible that Taj Heritage Tower might go through
a range of issues as well (Birkinshaw, 2016) .
Online marketing
Online marketing is a technique or tool used by various small scale as well
as large scale organisations in order to promote their goods and services with the
help of internet. With the help of online marketing, companies can grab attention
of large number of customers and enhance the revenue of the company. In the
present context, Taj Heritage Tower expands its business in Paris. In order to
promote its qualities, services, products, uniqueness online marketing approach is
being used by the management team rather than adopting traditional marketing
tool. With the help of this, they will be able to gain competitive advantages at the
marketplace with the help of social media, twitter, Face book and Instagram. All
these tools are used by Taj Heritage Tower in order to promote their business;
these tools are cost effective and have the ability to grab attention of large number

of customers. In addition to this, with the help of social media marketing tool,
management team will be able to generate more revenue.
Along with this, Taj Heritage Tower will expand its business at Paris and in
order to gain high competitive advantages they adopt online marketing tool. It has
been analysed that almost 90% of the companies across the world choose social
media as there marketing tool in place of traditional marketing. With the help of
this, companies will be able to increase their revenue as well as sales. In order to
promote the services of Taj Heritage Tower, management team use Face book as it
is accessible by each and every person across the whole wide world. On the other
hand, management team should provide various offers and discounts to their
customers, so that they can retain them for long period of time. On the other hand,
approximately 85% of companies gain market exposure with the help of promoting
services on social media. Along with this, company can create their own page on
Face book, twitter and on Instagram. All the services, current information, views,
offers should be posted on these social media platform, so that they can attract
large number of customers. Taj Heritage Tower will create their own website
which includes all the detail related to room, contact number, facilities available,
and room availability. Along with this, queries of customers should be solved
through online tool so that management team of Taj Heritage Tower can maintain a
healthy and strong relationship with their customers.

Considering the own website, it will help Taj Heritage Tower in attracting
customers in much more effective and efficient manner, because through this it is
may be possible to deliver all the detailed information to the travellers like what
they are offering, prices of the rooms, address and different places where they are
working or having a hotel and more. Through this, maximum benefits could easily
be gained. On the other hand, official website might also aid targeted customers in
booking or to see available rooms and many more. On the other side, Taj Heritage
Tower can also sell its products (ethnic clothes imported from India) through its
website, which is going to be a unique feature that Taj Heritage Tower has added
for becoming a much more incomparable hotel within market of Paris. Another
feature, that organisation has added within its official website and i.e. photo gallery
of both hotel rooms, boutique and much more. Through this, Taj Heritage Tower
might gain a range of competitive advantages in specified time frame within the
Paris's market as there is less number of business hotels that are offering the same
thing (boutique with the hotel).

Management Team
Since Taj Heritage Tower, is looking forward to expand its business within
Paris, it will be required for the organisation to recruit individuals that are already
aware of both French and Indian Culture. With the help of this, Taj Heritage Tower
will directly start serving total numbers of 35 guests with 15 double, 15 single
room and 5 suites. Along with this, as there will be a boutique, it will be required
for Taj Heritage Tower to develop an HR department as well in order to serve
better to travellers that will be visiting the hotel. On the other hand, since Taj
Heritage Tower has followed a cost oriented approach in order to reduce all the
extra investment or cost, which is not required for the company.
In present context, if it is talked about Taj Heritage Tower, organisation
would require a range of staff members with different designations and these are
given beneath:
Designation
and
Department
Requirements
Accountant 2 position (Manager and assistant manager)
Receptionist 5 receptionists (for day and night)

Shopkeeper 3 employees (For cash counter, sales manager and a helper)
Porter 3 staff members (For night and day time)Since Taj Heritage
Tower, is looking forward to expand its business within Paris, it
will be required for the organisation to recruit individuals that
are already aware of both French and Indian Culture.
Dining Room
Staff
5 staff members and 1 temporary (8:00 AM to 11:00 PM) (for
temporary as per the requirements)
Housekeepers 1 Manager (Task assigner), 6 housekeepers and 3 temporary staff.
Front Office
Manager
1 position
Chef 2 designations, where 1 will be the head chef and second one will
be helping chef as per the requirements.
Concierge 1 position
Considering the information, this is mentioned above and as Taj Heritage
Tower, is offering both accommodation and ethnic clothing. It consists with 30
permanent and temporary staff. The basic job description, for any job that is being

mentioned above requires a few of mandatory degree or diploma within the
hospitality industry and this basic job description for any job given above is being
comprehended underneath:
Job Description
Job title : Basic requirement for any job within the Taj Heritage Tower
Report To : Head of department of Taj Heritage Tower
General Description
Individual will be responsible for tackling the guests in both crucial and normal
times with communicating appropriate information to peers based on the
requirements. Person will be serving to customers based on their necessity in
specified time frame in order to deliver them the best service, so that travellers can
get the best experience out of services that Taj Heritage Tower is offering.
Duties and Responsibilities :-
 To deal with queries of guests through online and other sort of resources,

that will help travellers in getting the best experience.
 To deliver the right information to travellers, considering their
requirements.
 Provide customers everything with respect and with a helpful nature.
 Offer quality service to travellers and deliver them all the necessary service
depending on every single need.
Skills and Knowledge Required :-
1. At least one and a half year of experience within a hotel
2. French and English language are necessary for the individual at hotel
3. Ability to work based on all the requirements of market and tasks given by
supervisor
4. Knowledgeable about tourist destinations in Paris and about food as well.
5. Ability to work with team
6. Honesty and Integrity
7. Superior or moderate within interpersonal skills

Operating Process and structure
(Source: Hotel Front Office Sections, 2019)
Based on the above mentioned section, it can easily be said that the
operational process along with the management structure, which front office is
going to run will help in maintaining the overall structure in much effective and
Illustration 5: Operational Structure of Front Office

efficient manner. With the help of this, maximum benefits could easily be gained
right on time. Considering the functional operational structure, overall information
will easily be carried out and spread from different tasks given to staff or any other
data based on the requirements of an individual. This will directly help Taj
Heritage Tower in maintaining the decorum in front of its travellers, because if
everything is going under control and in a systematic way. With the help of this, it
is may be possible to deliver the best Indian heritage based cultural experience to
customers. Front Office Manager will be responsible for all the actions that are
being taken in order to improve the overall performance level of the company.
Here, any wrong decisions might lead Taj Heritage Tower to face number of losses
and may impact negatively upon its image in all over the world.
Financial Plan
Set-up Capital
In present context, total start-up capital that Taj Heritage Tower will be EUR
€100,500,000 covering overall cost. On the other hand, in order to start operating
business the starting capital will be €14,693,916. On the other hand, based on the
agreement all the losses are also being shared among them based on the agreed
percentage of shares that they are holding within the hotel.
Budgeted cost
Price (€ 000') Quantity (€ 000') Total (€ 000')

Official Website 500
Interior and exterior design of hotel 10000
License Fees 900
Hire Purchase 30% deposit and 1 month instalment 31944
A Set of Sofa 600 1 600
TV 500 1 500
Phone [phone]
A set Computer 400 2 800
Air-Con 1000 2 2000
Refrigerator 400 1 400
Deep Freezer 200 1 200
Tables 10 35 350
Chair 50 7 350
Single Bed 150 15 2250
Double Bed 300 10 3000
Single Mattress 150 15 2250
Double Mattress 250 10 2500
Toilets 100 8 800
Sinks 80 8 640
Shower (Hot &Cold) 150 12 1800
sand painting 8 25 200
Clothe rank 3 12 36
Total Fixed Cost 62020
Operating Capital 25980
Hire Purchase (6 months) 12000

Total Budgeted Capital 100500
Considering the budgeted capital which is mentioned above, all the partners
of Taj Heritage Tower will distribute the cost according to their own percentage
share, which they are having. On the other hand, based on the agreement all the
losses are also being shared among them based on the agreed percentage of shares
that they are holding within the hotel. Along with this, hire purchase cost would be
€200000.00 per month. which will inclusive of all related interest payments.
Projected Profit and Loss
Based on the above mentioned budget, project's profit & loss statement is given
underneath:
1. As every single place, consists of seasonal base where number of tourists
directly increases. Depending on this, revenue of Taj Heritage Tower within
Paris will also automatically decrease and increase (fluctuate). Occupancy of
rooms within Taj Heritage Tower will get full in its peak time. On the other
hand, around 50% within off season.
2. On the other hand, if it is talked about online source (official website of Taj
Heritage Tower), then around 80% of visitors might directly make their
reservations with the help of online website. This will reach up-to 65% for

Year-2 and if it is talked about the 3rd year, it is may be possible that it will
reach to 40% bookings considering the official website
The above table is showing the expected three years of net profit where
within the first year, the amount will be €41183.38. For the second year, the net
profit which Taj Heritage Tower can expect i.e. €43857.48. In the last, for third
year net profit which can be expected then €48310.58 that will reach up-to this
much of amount.
Pro Forma
Profit and Loss
Statement for
Financial Year-
1
Description Quarter-0 Quarter-1 Quarter-2 Quarter-3 Quarter-4
€ 000’ € 000’ € 000’ € 000’ € 000’
Revenue 53437.5 36968.75 20125 46681.25
80% of Total Revenue* 42750 29575 16100 37345
80%*20%** 8550 5915 3220 7469
Net Revenue 44887.5 31053.75 16905 39212.25

Expenses
Pillow 37.5 37.5 37.5 37.5 37.5
Single Blanket 37.5 37.5 37.5 37.5 37.5
Double Blanket 25 25 25 25 25
Bed Sheet (Single) 37.5 37.5 37.5 37.5 37.5
Bed Sheet (Double) 25 25 25 25 25
Tissue Box 31.25 31.25 31.25 31.25 31.25
Hanger 31.25 31.25 31.25 31.25 31.25
Dust Bin 31.25 31.25 31.25 31.25 31.25
Towel 87.5 87.5 87.5 87.5 87.5
Kitchen Appliances 625 187.5 187.5 187.5 187.5
Cleaning Appliances 62.5 187.5 187.5 187.5 187.5
TV Channel Fees 62.5 187.5 187.5 187.5 187.5
News paper 12.5 37.5 37.5 37.5 37.5
Magazine 25 75 75 75 75
Utilities (operational) 625 1875 1875 1875 1875
Stationary 125 375 375 375 375
Petty Cash 375 1125 1125 1125 1125
Advertising 1250
Salary 1750 6500 6500 6500 6500

Staff Uniform 825 825 825 825
Variable Cost 42.5 9450 6552 3588 8265
Total Expense 6123.75 20343.75 18270.75 15306.75 19983.75
Operational Profit 24543.75 12783 1598.25 19228.5
Interest
Tax***
Net Profit 24543.75 12783 1598.25 19228.5

 Taj Heritage Tower, will gain 80% of benefits in a short span (1 year).
 On the other hand, if it is talked about commission fee, then approximately
20% of the amount would require to be paid for travel business websites.
 Based on the assumptions, it is expected that Taj Heritage Tower will get
three year tax free assumption as it is a small and medium enterprise, but
company would require to pay the excise duty due to import of clothing
(ethnic).
Therefore, it can easily be said that the company is holding a good position
within the first year, and through this maximum benefits could easily be gained by
Taj Heritage Tower and if in future hotel would start giving a few more value
added services like free rides from hotel to airport or at any other place. It will
directly impact positively upon mindset of individuals that are visiting the Paris
and it is also possible that, Taj Heritage Tower will become a much more attractive
hotel for travellers due to offerings, which hotel is offering.
Pro Forma
Profit and Loss
Statement for
Financial Year-
2

Description Quarter-1 Quarter-2 Quarter-3 Quarter-4
€ 000’ € 000’ € 000’ € 000’
Revenue 53437.5 36968.75 20125 46681.25
60% of Total Revenue* 32062.5 22181.25 12075 28008.75
60%*20%** 6412.5 4436.25 2415 5601.75
Net Revenue 47025 32532.5 17710 41079.5
Expenses
Pillow 37.5 37.5 37.5 37.5
Single Blanket 37.5 37.5 37.5 37.5
Double Blanket 25 25 25 25
Bed Sheet (Single) 37.5 37.5 37.5 37.5
Bed Sheet (Double) 25 25 25 25
Tissue Box 31.25 31.25 31.25 31.25
Hanger 31.25 31.25 31.25 31.25
Dust Bin 31.25 31.25 31.25 31.25
Towel 87.5 87.5 87.5 87.5
Kitchen Appliances 625 187.5 187.5 187.5
Cleaning Appliances 187.5 187.5 187.5 187.5
TV Channel Fees 187.5 187.5 187.5 187.5
News paper 37.5 37.5 37.5 37.5

Magazine 75 75 75 75
Utilities (operational) 1875 1875 1875 1875
Stationary 375 375 375 375
Petty Cash 1125 1125 1125 1125
Advertising 1250
Salary 6500 6500 6500 6500
Staff Uniform 825 825 825 825
Variable Cost 9450 6552 3588 8265
Total Expense 22856.25 18270.75 15306.75 19983.75
Operational Profit 24168.75 14261.75 2403.25 21095.75
Interest 0 0 0 0
Tax*** 0 0 0 0
Net Profit 24168.75 14261.75 2403.25 21095.75
 Considering the budget of second year, approximately 60.00% will directly
make reservations through travel websites in Year-2.
 30% of the commission fee will be required for Taj Heritage Tower to pay
the travel websites.

 Along with this, it is possible for Taj Heritage Tower in the third year,
company would not require to any sort of taxes.
Pro Forma Profit and Loss Statement for Financial
Year-3
Description Quarter-1 Quarter-2 Quarter-3 Quarter-4
€ 000’ € 000’ € 000’ € 000’
Revenue 42750 29575 16100 37345
60% of Total Revenue* 17100 11830 6440 14938
60%*20%** 3420 2366 1288 2987.6
Net Revenue 39330 27209 14812 34357.4
Expenses
Pillow 30 30 30 30
Single Blanket 30 30 30 30
Double Blanket 20 20 20 20
Bed Sheet (Single) 30 30 30 30
Bed Sheet (Double) 20 20 20 20
Tissue Box 25 25 25 25
Hanger 25 25 25 25
Dust Bin 25 25 25 25
Towel 70 70 70 70

Kitchen Appliances 500 150 150 150
Cleaning Appliances 150 150 150 150
TV Channel Fees 150 150 150 150
News paper 30 30 30 30
Magazine 60 60 60 60
Utilities (operational) 1500 1500 1500 1500
Stationary 300 300 300 300
Petty Cash 900 900 900 900
Advertising 1000
Salary 5200 5200 5200 5200
Staff Uniform 660 660 660 660
Variable Cost 7560 5241.6 2870.4 6612
Total Expense 18285 14616.6 12245.4 15987
Operational Profit 21045 12592.4 2566.6 18370.4
Interest 0 0 0 0
Tax*** 0 0 0 0
Net Profit 21045 12592.4 2566.6 18370.4
 Considering the above mentioned report, it is expected that 40% of visitors
will directly make reservations for travel website. Along with this,

maximum benefits can also be gained by Taj Heritage Tower in the specified
time frame, due to fluctuations and proper modifications if company makes
based on the requirements of visitors (Birkinshaw, 2016).
 Approximately, 20% administrative fee is required to be paid by Taj
Heritage Tower to its travel websites.
 It is assumed that Taj Heritage Tower will get three year tax free assumption
as it is a small and medium enterprise.
Projected Cash Flow
Considering the above mentioned information, it can easily be predicted for
Taj Heritage Tower, is that the cash flow will vary based on seasonal fluctuations.
On the other hand, it can also be said that net cash flow within the off season might
get reduce as well due to cash reserves made for uncertainties for these months has
already been utilised for start-up investment.
Projected
Cash Flow
for Financial
Year-1
Description Quarter Quarter Quarter Quarter Quarter-4

-0 -1 -2 -3
€ 000’ € 000’ € 000’ € 000’ € 000’
Total Cash Received
from Operation
0 35910 24843 13524 31369.8
Net Operating Cash
Outflow
4899 16275 14616.6 12245.4 15987
Net Investment Cash
Outflow
62020 5832 5832 5832 5832
Net Cash Flow (66919) 13803 4394.4 (4553.4) 9550.8

Critical Success Factors
In present context, it has been analysed that, there are a range of critical
success factors which majorly helps a business organisation that is looking forward
to expand its business; this can only be done through making the sustainable
elements much more crucial for a business organisation. The present business
development plan of Taj Heritage Tower, where expansion is taking place in a
whole new country and i.e. Paris. In this context, it can be said that there is a
particular key factor that can be seen as one of a crucial factor for Taj Heritage
Tower and i.e. location. Due to the city which is Paris, France, is famous for its
number of places like Eiffel Tower, Notre Dame Cathedral, Louvre Museum,
Champs Elysées / Arc of Triumph, Cruise on the Seine and more could give high
range of benefits to the business organisation in becoming a successful one in a
specified time frame. With the help of this, Taj Heritage Tower could sustain
within City of Lights (Paris) for a longer period of time. Away with this, it is said
that for a company like Taj Heritage Tower which will be located nearby Eiffel
Tower. This will help Taj Heritage Tower in reaching to new heights and will grab
the attention of travellers in all over the world. On the other hand, another crucial
successful key business factor, which can be seen here i.e. culture factor because, it
is possible for Taj Heritage Tower to sustain within Paris business market because,
hotel will be following Indian culture while receiving the guests at hotel.

Along with this, as given by Birkinshaw, (2016), customer service might
help a business organisation like hotel to improve the overall consumer's
experience where feedbacks can be taken by Taj Heritage Tower in order to
improve the overall performance level to create a delightful hotel experience. On
the other hand, it is said that role of hotel employees is also important for the
business individuals, while expanding the business in a whole new country like
Paris. In the same way, it is said that Taj Heritage Tower's staff members are
already dealing with customers in a much more rightful manner. With the help of
this, maximum benefits are going to be gained by Taj Heritage Tower in specified
time frame. On the other side, it is must for staff to act, friendly, carry a good
knowledge related to Paris's destinations, helpful nature and stay filled with high
level of motivation in order to hit the targets that are being given by Taj Heritage
Tower's managers and leaders as well. Through this, it will sustain within the
market for a longer period of time. Along with this, it is also said that to create a
delightful hotel experience, the role of hotel employees also plays an important
part, where communication will be considered as one of a crucial phrase, that will
aid Taj Heritage Tower, in meeting all the requirements or understanding the
Therefore, the staff of Taj Heritage Tower will help hotel in reaching to new
heights. Along with this, it is said that the hotel would also require to keep up the
interests of staff through giving them good range of benefits like favourable

policies, regular training sessions, compensation and improvised incentive policies
and regular modifications as per the interest of staff. Then it is may be possible
that, company would directly grab a good position within the market, as employees
will stay motivated and might start attaining their daily targets on a regular basis.
Through this, Taj Hotel group of India may start earning high profits and
generating revenues as well.
Exit Strategy
The exit strategy is used in the situation in which the product or service of a
company is no longer profitable in its market. It is highly unlikely happen in the
operation of Taj Heritage Tower, but if it happens, there is a plan for it. All the
fixed assets will be sold and pay to the outstanding balances and the remaining will
distribute to shareholder as percentage of share. Along with this, Taj Hotel groups
might also take loan from bank or it can sell it to another party, who is willing to
buy the hotel. This will be done on the basis of negotiation approach, which will
directly help owner of the business to enhance the chances of staying in a no profit,
no loss situation. Away with this, there in another option for Taj Heritage Tower is
that, Taj Hotel Chains could directly invest more based on the requirements of
customers. This will directly improve the chances of Taj Heritage Tower to gather
the lost reputation in specified time frame. Through this, it can easily be said that
Taj Heritage Tower would easily reach to new heights. Along with this, it is

important for Taj Heritage Tower to keep on making alterations based on the
requirements of both trends and market needs. This will directly help company in
improving the declining stage in which hotel is. Through this, maximum benefits
can easily be gained by both staff members and by Taj Heritage Tower in specified
time frame, where hotel will directly contribute towards the customers.
Viability
According to the feasibility research in the area of service, market, industry,
organizational and financial, Taj Heritage Tower is a viable business project.
Moreover, the current situation and the future of hotel industry of Paris, France has
a great potential and this will contribute for successful operations of Taj Heritage
Tower in specified time frame. Therefore, Taj Heritage Tower budget hotel
business development plan is definitely a great potential of success. On the other
hand, in crucial time as well like recession or any uncertainties if Taj Heritage
Tower finds, it is having a good backup plan to sustain in the market for a longer
period of time (Birkinshaw, 2016). Since, hotel business group is being working
with full extent within India and in some other countries as well, which means Taj
Heritage Tower has gained effective plans and the procedures as well in order to
sustain within the market for a longer period of time. For an example, in previous
years Business group i.e. Taj Hotel Chains has gathered a good image within the
international market and has paid its loan as well, in given time frame. This has

given Taj Hotel the opportunity to become one of a strong chain in not only in
India but, in other countries as well. Therefore, Taj Hotel could easily ask from its
investors to invest money as per the requirements. This will directly help Taj
Heritage Tower in reaching to new heights and to sustain within the market for a
longer period of time.