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Case Research Organisational Culture Marketing Essay

Henry Mintzberg (1989) identifies culture as company ideology, or "the practices and beliefs of an organization that separate it from other organizations and infuse a certain life into the skeleton of its structure. " Alternatively, Edgar Schein (1992), however, argues that the culture should be reserved for a "deeper level of basic assumptions, prices, and beliefs" that become distributed and taken for granted as the organization is still successful. Although, for convenience, we are going to establish organizational culture as a system of shared orientations that holds the unit together and give it a unique identity.

TAJ HOTELS RESORTS AND PALACES

Taj band of hotels is the first India string of luxury 5 star hotels. It offers a very vast national presence, and is also present internationally in various locations of visitor importance. The Taj group of hotels is known because of its Indian hospitality all around the globe. In spite of wedding caterers and accommodating mostly the foreigners, The Taj group of hotels has had the opportunity to tell apart itself from other hotels because of its traditional Indian root base well reflected in its day to day operations.

The mission declaration of Taj states:-

"Embrace skill and harness experience to leverage specifications of brilliance in the artwork of hospitality to increase our international presence, increase local dominance, and create value for all stakeholders. "

While interviewing various people the next questions were asked to comprehend the culture of the organisation:-

What did you hear and learn about The Taj Hotels before experiencing it yourself?

How do you think is it different from the other hotels you have visited/ stayed in or worked with?

How is the overall attitude of the employees of the company?

Do you think that the organisation's environment is intensifying, remember its mission statement?

If you have to recognize a very important factor (principle, practice, symbol, indication etc. ) which binds this organisation together, what will you say it would be?

The people interviewed for the understanding of the culture of this organisation were today's employees, ex-employees and people who have stayed in the hotel. The following are their responses:-

Ms. Yamini Amdoskar (Exec Housekeeper, Taj Vivanta, Goa)

What did you listen to and learn about The Taj Hotels before experiencing it yourself?

As I was born and brought up in Mumbai, Taj is definitely a familiar name to me. I had noticed that Taj was an extremely employee friendly company as it is a Tata enterprise.

How do you consider is it different from the other hotels you have went to/ stayed in or worked with?

I have never worked with some other hotel string, but as much as i have mentioned with other co-workers of mine, who've worked with other hotel chains, say that Taj is very staff friendly, but in certain cases this is the reason, as to why the employees sometimes, don't perform as per the standards because they're aware that the organisation is likely to be lenient in its strategy towards any kind of guest issue.

How is the entire frame of mind of the employees of the company?

The overall frame of mind of employees is very friendly. People here have time during the your meal hours to stay and talk. The locker rooms likewise have people from different departments, sitting down and speaking about their professional and sometimes their personal life as well.

Do you feel that the organisation's environment is intensifying, keeping in mind its mission declaration?

Taj talks about achieving better visible results by boosting the intangible assets, this means the employees. I think that within Taj, the employees are been taken care of quiet well, so that they can perform for the better tangible effects.

If you have to recognize one thing (theory, practice, symbol, signal etc. ) which binds this company together, exactly what will you say it might be?

I would say it'll be the desire of all the employees to collectively please the friends.

Mr. Sumit Banerjee (Pub Sensitive, Taj Hotel Delhi)

Q. What performed you listen to and find out about The Taj Hotels before experiencing it yourself?

A. I observed that Taj was some sort of laid back property. It didn't focus much on the visitor satisfaction and sticking with the prescribed standards of service.

Q. How will you think could it be different from the other hotels you have stopped at/ remained in or worked with?

A. I've caused the Welcome group of hotels before I joined Taj. I feel that the culture in the Welcome group was totally professional, sometimes, the employees were even advised to give straight forward rude replies to the friends, which is never seen within Taj. Also, in Taj, one can see that a few of the employees have been working here for so long as 35 to 40 years, in the Welcome band of Hotels, this is never seen.

Q. How is the entire attitude of the employees of the company?

A. The employees seem to be here to be tranquil forthcoming. They appear to be taken care of quiet well and they also seen to be pretty content with their work.

Q. Do you really feel that the organisation's environment is progressive, remember its mission declaration?

A. I feel that, sometimes, the utter professionalism and reliability is lacking in the company. If Taj needs to be able to increase their dominance in nationwide and international marketplaces, it has to make sure that the employees give their hundred percent and therefore, they must be more experienced in what they do.

Q. If you have to identify one thing (concept, practice, symbol, signal etc. ) which binds this company together, exactly what will you say it would be?

A. I would say, that one thing would be the sensation employees have in them to serve the visitor.

Mr. Prateek Sadhu (Ex- Chef de partie, Taj Hotel, Delhi)

Q. What have you notice and find out about The Taj Hotels before experiencing it yourself?

A. I have always listened to that the Taj was that it is a luxury chain with a brief history which includes not simply iconic structures but also people.

Q. How do you think is it not the same as the other hotels you have frequented/ stayed in or caused?

A. I've worked previously with the Oberoi hotels, where the criteria are above everything, even above the guest. Within Taj, I guess the one who is the most notable most concern for the company is its employees.

Q. How is the overall frame of mind of the employees of the company?

A. The attitude of employees here is collaborating. Regardless of situations with high pressures and rush time with many purchases all at the same time, it is amazing that employees don't end up in unsightly altercations, or any other kind of tensions. They mainly manage to do things easily. Nonetheless they sometimes fret over expanded working hours and evening shifts, which is not very common in other string of hotels.

Q. Do you really feel that the organisation's environment is progressive, remember its mission declaration?

A. I feel that environment of the business is very good, so far as the mission statement is concerned. Of course, you can see that there surely is value being designed for all its stake holders.

Q. When you have to identify a very important factor (idea, practice, symbol, indication etc. ) which binds this company together, exactly what will you say it would be?

A. I assume, it will be the key value of 'Enjoyment at work'.

Ms. Sasha D'Souza (Ex- Spa-attendant, Taj View Hotel, Agra)

Q. What does you hear and find out about The Taj Hotels before experiencing it yourself?

A. I recognized that Taj was an employee centric company, but on the other side was also a successful luxury brand.

Q. How will you think is it not the same as the other hotels you have frequented/ stayed in or worked with?

A. I have not worked with any hotel before this, but I worked with other Spa saloons, and in comparison to those spa saloons, Taj here has given more freedom to the employees, so that they can go out of their way to delight the friends.

Q. How is the entire attitude of the employees of the organisation?

A. The employees here, on an average are helpful and supportive. In spite of the competition with the colleagues, there's a common trust and bonding between them.

Q. Will you think that the organisation's environment is progressive, keeping in mind its mission statement?

A. I believe that the organisation sometimes lacks the urgency in work, as far as the back of the house areas are worried, although sometimes, even front of the house employees show the same attitude which is detrimental for the success of the objective statement.

Q. When you have to identify a very important factor (strategy, practice, symbol, sign etc. ) which binds this company together, what will you say it might be?

A. I believe it might be the duty of the employees to provide the guests. I've seen that the hoteliers here, in any condition are united to give the better to the guest of the hotel.

Mr. Imran Khan (Guest, Taj Coromandel, Chennai)

Q. What do you hear and find out about The Taj Hotels before experiencing it yourself?

A. I have read that the Taj was a very hospitable company, and my friends had always explained that although Taj has beautiful modern and modern-day buildings, the main facet of this hotel string was its hospitability by its employees.

Q. How do you think could it be not the same as the other hotels you have been to/ remained in or worked with?

A. I've stayed in a variety of chains of hotels. As far as the products are concerned, they all have been almost same. The thing which is different is the service provided by the employees. The employees here seem to be to co-ordinate perfectly in order to offer a clean service to its guests.

Q. How is the entire frame of mind of the employees of the company?

A. It really is clear that the employees here strive to give their finest shot at whatever they are doing for his or her customers. These are courteous, polite and friendly.

Q. When you have to identify one thing (concept, practice, symbol, indication etc. ) which binds this company together, what will you say it might be?

A. I'd say it would be the brand Taj and its value of quality.

Culture of Taj

From the above inputs from the interviewees, the culture of Taj can be summed up as:-

Understanding and supporting the employees.

Cooperation for soft operations.

Commitment to the job.

Respect for the fellow employees.

Ethical practices

Open and clear communications

Challenging oneself to execute better that the previous time

Team co-operation

To allow the employees and company to flourish and prosper.

To first ensure the comfort of employees so as to escalate the similar comfort to the guests through the services provided by them.

Trust and belief in the machine and oneself.

Independence to believe from the box and give agreeable services to the guests.

Freedom to exceed the standard procedures in case it is required.

Functional and dysfunctional areas of the culture at Taj

The objective of Taj is "Embrace expertise and harness know-how to leverage requirements of brilliance in the art work of hospitality to increase our international presence, increase domestic dominance, and create value for all stakeholders. "

Keeping in mind the above affirmation, the functional aspects of the culture of Taj can be summed up as cooperation, teamwork, value for employees, clear communication, and openness to changes, and adhering to ethical routines. As the above mentioned techniques are harbinger of higher worker satisfaction, the mentioned methods assist in 'embracing the expertise' of the human being tool available with the organisation. Also as the interview reactions have suggested, the thing as per today's and ex-employees, which binds individuals together in the company is desire to delight the visitor, which shows that each of them strongly believe in 'leveraging the requirements of service', which is also noticeable in the actual fact that the employees receive opportunity to have a different path from the prescribed standard procedures to be able to assist in offering personalised and customised services to the friends.

The overall satisfaction of the client is the main element to strong business and hence in profitable monetary outcomes, which in turn can help in 'increasing international presence and domestic dominance' of the organisation. If the organisation flourishes in this manner, there will be happy customers, happy employees and financial revenue resulting in 'value for al stakeholders'.

There are certain aspects in the working culture of Taj which are dysfunctional, along the way of realisation of the quest, like the liberty directed at the employees to improve the benchmarks as sometimes, either the knowledge of employee is not appropriate and he might deliver undesired service to the guest, or there can be times an employee could use the authority for his own personal benefit. Also as the culture provides high importance to employee satisfaction, there can be occasions when employees may refuse to work under a hard situation or problems, if he/she is not satisfied. Or among the interviewee had pointed out, the employees lack the sense of urgency in their work, reflecting unprofessional conduct and be complaisant with the performance. All of this might trigger unsatisfied customers and hence impedes the development of the company.

Action Intend to change Dysfunctional areas of culture into efficient aspects

In order to improve the dysfunctional aspects into the functional aspects, the following steps can be taken into account, to be able to achieve the mission:-

The culture can integrate higher levels of professionalism.

The employees must be trained and led to work in times of turmoil and difficult situations.

Employees must prepare yourself to forgo their conveniences for delighting the guests as and when a need for it occurs.

Employees must be flexible in their work strategy.

The power to bend the specified rules must not lie with all the employees but only with the selected professionals or supervisors.

Lot of customization or personalization of services might trigger the feeling of unorganised and non-standardised services. Hence, personalization of services should be achieved in selective instances.

A standardised process must be established for the times, whenever a service is being provided after tweaking the standard procedures.

Establish an obvious authority-responsibility relationship amidst employees to determine accountability for a sub-standard service provided.

Employees accountable for poor service must be handled in a stricter manner.

Thus by keeping the functional aspects of their culture and reducing the dysfunctional aspects to the minimum, Taj will not only achieve its mission but can also go on to become among the finest hotels in terms of products and services offered at par with its international competitors, and be a benchmark for its domestic counterparts.

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