DEVELOPING A MARKETING STRATEGY FOR MTDC RESORTS AKIN TO THE RESORT ...

84 Pages·2016·2.16 MB·English

DEVELOPING A MARKETING STRATEGY FOR MTDC
RESORTS AKIN TO THE RESORT OPERATIONS
BRANCH AND RESERVATION BRANCH OF MTDC

A Report Submitted to

Maharashtra Tourism Development Corporation, Mumbai

For the

rd
Summer Internship Programme of MBA 3 Semester,
Department of Business Administration
Assam University, Silchar

In the Subject of
Hospitality and Tourism Management

Submitted By
KRISHNENDU CHOUDHURY
rd
3 Semester
MBA, Assam University

Under the Mentorship of
Mr. Rohit Ahire
Executive Assistant
Maharashtra Tourism Development Corporation, Mumbai

Under the Guidance of
Mr. Chandrashekhar S. Jaiswal
Deputy General Manager
Maharashtra Tourism Development Corporation, Mumbai
PREFACE
In the recent years professional courses have reached a great height amongst the
present generation. The course of Master of Business Administration, (MBA) has
extensively developed for the students to meet high expectations and requirements to
be a part of the corporate sector and acquire knowledge in various aspects in business
administration.
As a part of the academic course curriculum in management, MBA students from
Department Of Business Administration, Assam University are sent to different
business organizations to undergo training to practice the theoretical knowledge
gained through studies and get accustomed to the day to day workings of an
organization.
I, Krishnendu Choudhury pursuing MBA course from Department Of Business
Administration, Assam University, Silchar. I took up this project on “A STUDY ON
DEVELOPING THE MARKETING STRATEGIES For The MTDC RESORTS
AKIN TO THE RESORT OPERATIONS BRANCH AND RESERVATION
BRANCH OF THE MTDC RESORTS.” and it has been my privilege to be
associated with MAHARASHTRA TOURISM DEVELOPMENT
CORPORATION, MUMBAI with the aim to obtain practical exposure.

[i]
ACKNOWLEGMENT
Grateful acknowledgement is here made to those who helped to gather data for this
paper. This work would not have reached its present form without their individual
help.

This training part of MBA programme taught me a lot to understand the key to
success in an organization. For the preparation of this project, many people have
helped me directly or indirectly since no project can be completed through the
individual effort only. Therefore, I would like to thank all those who helped me in
completion of my project. This project is not an individual effort but a collection of
efforts by each & every member associated with it. Working with MTDC has been a
gratitude to the following people without whose cooperation and help at every stage,
successful completion of the project would not have been possible.
I would also take the opportunity to thank my department, Department of Business
Administration, Assam University, Silchar, to put the theoretical inputs gathered at
the institute to practice.
I consider it my privilege to express a few words of gratitude to all those who have
guided and inspired me throughout the project. A successful project cannot be
completed with individual efforts alone. This project is done and completed with the
help of number of individuals. I shall remain grateful to those who have supported me
throughout the preparation of the project.
I take this opportunity to express my deep sense of gratitude to my Organizational
guide Mr. Chandrashekhar S. Jaiswal, DGM, MTDC, Mumbai for his help and
guidance, which greatly contributed to the effective completion of this project and
also my project guide Mr. Rohit Ahire, Executive Assistant (Resort Operation)
MTDC, Mumbai for his help and guidance.
Krishnendu Choudhury
[ii]
!
!
t -.
t I)eclaration
!
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I herebyd eclaredt hat the project entitled "Dev'elopinga Marketing Sttategt for MTDC Resorts
i
akin to the Resort operation Branch and Reservation Branch of MTDC'" is a record of
!
independentr esearchc arried out by me at (MTDC, Mumbai), in partial fulfillment of the
! requiremenfto r the third semesterM, BA degreea Sp er coursec urriculumo fferedb y Department
t
of BusinessA dministration, Assam university Silchar'
!
t
t {t is an original plece of work done by me and hasn ot previously formed the basis for award of
anv degree,d iploma or sinrilar other titles in full or parl'
t
t
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tl^fih^"^fuLW
i
KrishnendCu houdhurY V
t
t MBA 2nds emester
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Departmencti f BusinesAs dministration
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Assamu niversitY, silchar
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Ir
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Iiii]
F
E
TO WIIO}I IT }LAY CONCERN
This is to certify that Mr. KrishnenduC houdhurys tudento f MBA AssamU niversity
Silchar, hass uccessfullcyo mpletedh er SUMMER INTERNSHIPT RAINING from 25th may
to2lth July20l6 at our company( MTDC, Mumbai ).
During the trainingp eriod shed id the projecto n "Developinga Marketing Strategvf or MTDC
Resorts akin to the Resort Operation Branch and Reservation Branclt of MTDC' and her
projectw as found satisfactory.
Duringt het rainingp eriod,h e hasb eenf ounds incerea ndh ardw orking.
We wish him allsuccessin his futuree ndeavors.
/ o ,
/
(-^,^.tP'
. t t l . Y J
u I tt<v
Mr. ChandrahhekhSa.rJ aiswal
Mt*.ohit Ahire
Dy. GeneraMl anager
ExecutiveA ssistant
M.T.D.C.M, umbai
M.T.D.C.M, umbai
Ii"]
EXECUTIVE SUMMARY

TOPIC : DEVELOPING THE MARKETING STRATEGY FOR
MTDC RESORTS TO THE RESORT OPERATIONS
BRANCH AND RESERVATION BRANCH OF MTDC
RESORTS

AREA OF STUDY : HOSPITILITY AND TOURISM.

PLACE OF STUDY : MAHARASHTRA TOURISM DEVELOPMENT
CORPORATION LIMITED.
C.D.O. HUTMENTS, OPP. L.I.C. (YOGAKSHEMA)
BUILDING, MADAME CAMA ROAD, MUMBAI,
MAHARASHTRA - 400020
PHONE: [phone]

ORGANISATIONAL GUIDE: MR. CHANDRASHEKHAR S. JAISWAL
DEPUTY GENERAL MANAGER (DGM)
MAHARASHTRA TOURISM DEVELOPMENT
CORPORATION LIMITED, MUMBAI.

PROJECT GUIDE : MR. ROHIT AHIRE
EXECUTIVE ASSISTANT (Resort Operations)
MAHARASHTRA TOURISM DEVELOPMENT
CORPORATION LIMITED, MUMBAI.

[v]
ABBREVIATIONS

1. MTDC: - Maharashtra Tourism Development Corporation.
2. SOP: - Standard Operating Procedures.
3. USP: - Unique Selling Proposition.
4. UNESCO: - The United Nations Educational, Scientific and Cultural
Organization.
5. SWOT Analysis: - Strength, Weakness, Opportunities and Threat Analysis.
6. WTTC: - World Travel and Tourism Council.
7. FTAs: - Foreign Tourist Arrivals.
8. TALC:- Tourism Area Life Cycle
9. HVAC: - Heating, Ventilation and Air-conditioning.
10. ISI: - Indian Standard Institute.
11. CRM: - Customer Relationship Management.
12. POS: - Point of Sale.
13. OTA: - Online Travel Agencies.
14. DOR.:- Dormitory
[vi]
INDEX

SR. TOPIC PAGE NO.
NO.
1. Abstract 1-2
2. Introduction 3
2.1 About the organization 4
2.2 About the topic 4-5
3. Literature review of the research 6-7
4. Marketing Mix (4 P‟s of Marketing) 8-9
4.1 Product 9-11
4.2 Price 12-13
4.3 Promotion 14-16
4.4 Place, Quality and Tourism Potential in Maharashtra 17-21
5. SWOT analysis of the Organization 22-23
5.1 Strength(S) 23-25
5.2 Weakness(W) 26-28
5.3 Opportunities(O) 29-30
5.4 Threat (T) 31-32
6. Foreign tourist arrivals in India, 1998-2014 33-34
6.1 Graph showing the flow of foreign tourist 35
7. Top ten source countries for foreign tourist arrivals in India in 2014 36-37
7.1 Graph showing the percentage share of the top ten Countries 38
8. Number of domestic tourist visit in top ten states in India 39-40
Graph showing the growth rate of domestic tourist flows in top ten
8.1 41
states of India
Developing The Marketing Strategy For MTDC For Increasing The
9. 42-46
Resort Occupancy Rate
9.1 Strategies To Increase the Occupancy Rate of MTDC Resorts 47-58
Current Occupancy status and Comparison between Current and
10. 59-65
Expected Occupancy status
11. Applications And Recommendations 67-71
12. Conclusion 72-73
13. References 74-75

[vii]
TOPIC: - DEVELOPING THE MARKETING STRATEGY
FOR MTDC RESORTS AKIN TO THE RESORT
OPERATION BRANCH AND RESERVATION BRANCH
OF MTDC
1.

ABSTRACT:-