Kumar Mangalam Birla
Dr. Santrupt Misra
60th TCS Case Contest (SMART THOUGHTS)
The problem is that [the hotel’s] data is not stored as information. Thus, they have no idea about who their customers are, what facilities would add perceived value to the target customer base, and how to ensure a high awareness and conversion rate for Hum Safar
Kohli needs to first decide whether he wants to spend time with his son or continue [working on] his hotel
Change the name—Hum Safar may have been an attractive name in the 60s, but it is not in the 21st century
Set up in the 1960s, the hotel boasts a rich history that it should target and play on.Since the hotel already has competitors catering to younger executives, it can remodel itself into a vintage hotel that offers luxury experiences
Rebranding exercises and huge spending on advertising might turnout to be frivolous. This is because there was no long-term vision of what is termed as ‘sustainable competitive advantage’.
For any business to be successful, a great deal of dedication, talent and minds that could pile up each and every opportunity and make use of it is needed. Besides, they need patience and the mental ability to manage stress and get the best results from the opportunities.Kohli has become old, so it is not wise to expect him to work 15 hours a day and meet hundreds of people.
Kohli should have Hum Safar cater to the elite class. This can be done by entering into a joint venture with big brands such as Oberoi or Marriot with the condition that this group will completely renovate the hotel. This joint venture will benefit both Kohli and the company. Kohli will enjoy the reputation of that big brand, which is now a basic need for the hotel. And the company which enters the joint venture will benefit by not having to make large investments in acquiring land and building
Hum Safar has a history of 50 years so a series of steps should be launched to celebrate its golden jubilee anniversary where customers from business houses, traders to affluent families,apart from a young crowd,should be called.