Ashok Group SWOT Analysis, USP & Competitors

Posted in Tourism and Hospitality, Total Reads: 2250
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SWOT Analysis of Ashok Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ashok Group

Parent Company

India Tourism Development Corporation Limited (ITDC)

Category

Hotels and Resorts

Sector

Tourism and Hospitality

Tagline/ Slogan

India’s host to the world

USP

Represents Indian traditional grandeur

STP

Segment

Mid-Market and Upscale Segment

Target Group

Business and leisure travelers, foreigners

Positioning

Real representation of Indian hospitality

SWOT Analysis

Strengths

1. Government aided with a good workforce
2. Years of expertise in the hospitality sector
3. Brand equity and strong brand presence in India
4. Around 16 hotels across India. They are increasing their hold in India through the Ashok Alliance Hotels scheme

Weaknesses

1. Changing consumer behavior and requirements
2. Insufficient marketing and digitalization as compared to global players
3. No global presence as compared to other leading hotel chains

Opportunities

1. Increasing desire to visit hotels with an air of authenticity

2. Hotel management is now a popular career choice, using their expertise to train the youth, hence, increasing manpower to be recruited
3. Increased influx of foreigners visiting the country looking to experience “Incredible India”

4. There is a shortage of rooms in the Indian Hotel Industry

5. Increase in business travel within the country

Threats

1. Global leaders are increasing their penetration in the country
2. Competitors are offering more innovative services

3.Increasing terrorist attacks

Competition

Competitors

1.Taj Hotels
2.Oberoi Hotels
3.ITC Hotels



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