Make My Trip.
com---
Case Study
Business growth in Inbound traveler
segment or Alternative resources.
Scope of revenue through Advertisement.
Expansion scope in China, Philippines ,
Singapore and Rest of World.
Executive summary
Situation Analysis
Market Opportunity and Issues
Marketing Strategy.
Positioning
Review and control
Marketing Organization
Contingency Plan
Make my trip is 24X7 on line portal for travel needs.
Deep Kalra is the founder of make my [Link]
Largest e-commerce company in its year of launch
2000
Initial focus on NRI customer in US and worldwide
with market pot of 1.5 billion USD.
Customer base of one million customers and
turnover of 280 million in financial year 2007-08
Deep Kalra analyzed the situation using
4C frame work
1C – Customer
4 million NRI population in U.S and U.K
Over 20 million air line booking in India.
Corporate tie-ups for all travel needs with
Customers like Sify,maruti and Matrimonial
2C – Competitors
MMT knows that there are Global giant
company’s in the field like Travelocity ,Orbit
,Priceline and Expedia.
Most of Airlines encouraging direct online
purchasing
After strategy analysis, MMT offered priced travel
products, Convenience and stellar customer
service.
3C – Company
Deep Kalra is the found the make my [Link]
as a Private equity, with investment of
0.4millionUSD.
MMT operates as a Two separate entities Make
my trip India and Make my trip inc.
0.2 million USD and 0.3 million USD investment in
technological advancement region.
4C – Context
In 2003 the industry volume was USD 3billion.
USD 1.5 billion NRI market world wide
Outbound traveling increased by 30 %.
MMT is the only portal providing all Travel
solution in one roof.
Middle class income has raised so they spend on
holidays in home and abroad.
In India Inbound and Outbound travel market
growing 20 % annually.
Profit margin increase ( 10~30) in Holiday
packages in Domestic and International.
Expedia and Travelocity buying tickets in Bulk at
Discount prices and then reselling them at higher
margin.
Comparing to other competitors MMT doesn't
have the volume.
Customer focus with operational efficiency and
customer intimacy.
9 million NRI population in U.S ,Europe and Asia.
6 million Indians customers travel abroad.
International and Domestic Holiday packages.
MMT position as a single portal for all travel
need. It's appeal Reliable travel booking with best
customer support.
1P – Product
MMT starts with Domestic and International Flight
tickets,.
MMT offers international and Domestic hotels at
negotiated rate..
MMT offers holiday packages , Car rentals , Trains
and Cruises for Indian as well international
destinations.
2P – PRICE
MMT offers economical prices for tour
packages and moreover price is linked with
advance booking also.
3P – PLACE
MMT has created a network of offices in New
Delhi, Mumbai and New York.
Appointed franchise in all major cities of United
States , UK, Australia and India.
4P – PROMOTION
MMT offers travel insurance and business lounges
in India for all travelers.
MMT provides valuable shopping discounts
booklets
MMT provides Pick up and Drop service for all Air
travelers at free of cost.
All calls are recorded and periodically examine to
improve the Quality output of customer care
executives'.
Each web chatting and emails are saved in MMT’s
system for constant monitoring of the service
Quality given to the customer
MMT form a dedicated set of executives to service
sophisticated corporate and general sales
business.
MMT anticipates periodic analysis on customers
behavior and Critical market strategy. It will to
help new marketing , Sales and new products.
To improve the operational efficiency and
technological advancement MMT has plan to
investe USD 0.5 million.
