An Analysis of the Crisis Management Strategy of the Taj Hotel Group Essay

The Taj group is one of the major market leaders in the India hospitality industry as well as in South East Asia. The Taj brand is known for its offering of authentic luxury experience seekers for whom luxury if a way of life. Taking the Taj Mahal Palace and Tower as an example, it has particular niche clientele and has been a host for major business deals, product launches, and weddings of some rich people in the country. The terrorist attack in November 26 had a server impact on the Taj brand and Brand India. With over 30 people killed in the Taj hotel and over 400 hundred guests took under hostage, the terrorists had not only destroyed major part of the hotel but also had embarked a deep fear in the minds of million across the globe. The Taj brand was under crisis because when the terrorists hit the hotel, the public started to question if there the attack has any relevance to Taj brand and customer familiarity. Moreover, the attack draws public attention on the safety and security of the Taj hotel. In consequence, a brand image restoration and crisis management are primary tasks and everything else is secondary, including the launching of Vivanta by Taj in Goa, Maldives and Bengaluru. Because of the terrorist attack, Taj brand got unprecedented publicity globally. The public is looking for how the company response to a crisis. The Taj hotel groups came out with a proactive strategy to deal with the crisis. The company had put all the effort to emphasize the positive aspects of the brand. After the attack, the Taj management team came out emotional advertisement like I will prevail and Welcome Home Again. The company refused to use the image of the burning Taj in any of its communication. The chairman of the Taj hotel groups also announced It was an attack on the whole nation, trying to shift...

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