innovation called chokhidhani
Needs and Objectives of Innovation:-
Due to the unhealthy situation in J&K, late 80’s saw a surge in the foreign traffic to Rajasthan. Most of the national hospitality chains contended to show their presence in the state. Taj took the lead and commenced with 2 mega heritage properties and 3 mid size economy properties. Following them was ITC, Mansingh for premium brands and other economy class hotels in hordes. This was the time when Chokhi Dhani understood that if they have to be a part of the rat race, they have to become exclusive.
A SWOT analysis done by them was as under
Strength- Business acumen, leadership to man and supervise the operations and management, vision based on market research and forecasting of the market needs
Weaknesses- entry as a beginner, limited resources, risky project as was situated 20 kms away from the town, lack of proper infrastructure such as roads, street lights and locale unavailable for transit and access roads, all the heritage tourist locations were situated on the diagonally opposite side of the chosen location making this location too prone to failure.
Opportunity- huge market visible both from the inbound tourists and upcoming middle class, lack of quality food joints in the city,
Threats- Competition with most of the well known brands having goodwill and business acumen with a professional team to handle the show and to bear losses and liabilities as multi property projects
They also had some pluses with themselves, which augmented their belief in the project-
Low cost of land as the land lay in a nil-low tourist traffic zone
Low cost of Employment- Rural people who took up employment as the building team and subsequently were trained to be a part of the core team of the Hotel. Thus the cost of employment was low and consistent and the project could finish in record duration
Need for a Food Joint- Excepting one food joint in the main city, no other food joint offered 100% clean vegetarian
Due to the unhealthy situation in J&K, late 80’s saw a surge in the foreign traffic to Rajasthan. Most of the national hospitality chains contended to show their presence in the state. Taj took the lead and commenced with 2 mega heritage properties and 3 mid size economy properties. Following them was ITC, Mansingh for premium brands and other economy class hotels in hordes. This was the time when Chokhi Dhani understood that if they have to be a part of the rat race, they have to become exclusive.
A SWOT analysis done by them was as under
Strength- Business acumen, leadership to man and supervise the operations and management, vision based on market research and forecasting of the market needs
Weaknesses- entry as a beginner, limited resources, risky project as was situated 20 kms away from the town, lack of proper infrastructure such as roads, street lights and locale unavailable for transit and access roads, all the heritage tourist locations were situated on the diagonally opposite side of the chosen location making this location too prone to failure.
Opportunity- huge market visible both from the inbound tourists and upcoming middle class, lack of quality food joints in the city,
Threats- Competition with most of the well known brands having goodwill and business acumen with a professional team to handle the show and to bear losses and liabilities as multi property projects
They also had some pluses with themselves, which augmented their belief in the project-
Low cost of land as the land lay in a nil-low tourist traffic zone
Low cost of Employment- Rural people who took up employment as the building team and subsequently were trained to be a part of the core team of the Hotel. Thus the cost of employment was low and consistent and the project could finish in record duration
Need for a Food Joint- Excepting one food joint in the main city, no other food joint offered 100% clean vegetarian