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Ginger Hotels

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Ginger Hotels

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25-3-2013

Outline
i. Introduction ii. The generic strategy iii. Strengths iv. Weaknesses
v. Human resource and Marketing policies vi. Recommendations Introduction
Ginger hotels are subsidiaries of the Indian Hotels Company Limited (IHCL). These hotels are based in India and have been in operation for more than six years. These hotels were established by Roots Corporation Limited. This paper will explore the generic strategies, identify the sources of competitiveness of Ginger as well as its strengths and weaknesses as a business entity. Recommendations and the future prospects will also be discussed.
The generic strategy
Ginger hotel came into existence as one of the greatest innovative concepts of IHCL group. This hotel is signified by well budgeted hospitality that targeted the middle-class in the Indian market. The hotel was designed to ensure a larger percentage of the Indian population could afford luxurious hospitality. However, the hotel has not been as successful as it was deemed to be even after operating in the Indian market for over six years. It is experiencing slow growth rate with several of its subsidiaries still adjusting to the market environment (Odoom 4).
Ginger hotel is designed to target customers who are conscious of their expenses. These are consumers who prefer value over luxury (Odoom 12). Therefore, the prices offered by these hotels are lower. The current increases in the prices of property and intensified competition have forced the chain of hotels to perform some adjustments to its strategy to ensure its survival and sustainability.
Strategy is the course and range a business entity expects to adhere to over a long period of time (Odoom 9). These strategies are expected to enable the company realize its goals as well as accomplish the

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