Business Case Studies, Industry Analysis Case Study, Indian Hotel Industry (B): The Park’s Eye for the Unconventional

print page
Tell A Friend

Case Categories

Share |

Industry Analysis Case Study

Case Title:

Indian Hotel Industry (B): The Park’s Eye for the Unconventional

Publication Year : 2008

Authors: Prabhu Sethuraman, Rajendar Singh Rathore

Industry: Leisure and Tourism


Case Code: INA0099

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study

Companies can stick with their competitive advantage, by either satisfying customers’ need or else altering them. Firms that shape customer needs in new directions dramatically increase the customer value proposition and improve business systems – a strategy best described as market-driving. Many pioneering companies follow this strategy and are hugely successful. Case (B) discusses how an Indian hotel, The Park – a pioneer of ‘boutique’ hotels in India – followed this strategy to create a small but exclusive chain of sleek designer boutique hotels. In a country accustomed to large, marble-clad hotels, The Park’s strategy to create the hotel was considered highly risky and bizarre. But the hotel’s chairperson, Priya Paul, fought for her idea and her transformational leadership qualities has seen the hotel chain create a niche in the boutique hotels segment. The case is a good illustration of a hotel chain with a market-driving approach that came up with breakthrough innovations and deeply reshaped business systems.

Pedagogical Objectives:

  • To understand the boutique hotel concept and its uniqueness among the other formats, and also highlight its success factors in India
  • To discuss The Park’s positioning, before and after India’s economic liberalisation, and analyse the reasons for the hotel’s repositioning
  • To discuss the framework in creating and implementing a market-driving culture, to gain a competitive advantage.

Keywords : Boutique Hotel Concept in India; Priya Paul; Apeejay Surrendra Group; Market Driving Strategy; Target Customers; Value and Lifestyle Group; Repositioning Strategies; Leadership through Differentiation; Innovations in the Indian Hotel Industry; Key Success Factors in Indian Boutique Hotel; Competitive Strategies Case Study; Indian Hotel Segmentation; Transformational Leadership; Change Management

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap