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.

Market Opportunity and IssuesSituation Analysis

Marketing Strategy.PositioningReview and controlMarketing OrganizationContingency Plan

Executive summary

Largest e-commerce company in its year of launch 2000

Make my trip is 24X7 on line portal for travel needs.

Deep Kalra is the founder of make my trip.com

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

1C – Customer

Deep Kalra analyzed the situation using 4C frame work

4 million NRI population in U.S and U.K

Corporate tie-ups for all travel needs with Customers like Sify,maruti and Matrimonial

Over 20 million air line booking in India.

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 – CompanyDeep Kalra is the found the make my trip.com as a Private equity, with investment of 0.4millionUSD.

0.2 million USD and 0.3 million USD investment in technological advancement region.

MMT operates as a Two separate entities Make my trip India and Make my trip inc.

4C – Context

In 2003 the industry volume was USD 3billion.

Outbound traveling increased by 30 %.

Middle class income has raised so they spend on holidays in home and abroad.

USD 1.5 billion NRI market world wide

MMT is the only portal providing all Travel solution in one roof.

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.

MMT offers holiday packages , Car rentals , Trains and Cruises for Indian as well international destinations.

1P – ProductMMT starts with Domestic and International Flight tickets,.

MMT offers international and Domestic hotels at negotiated rate..

2P – PRICEMMT offers economical prices for tour packages and moreover price is linked with advance booking also.

3P – PLACEMMT 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 – PROMOTIONMMT offers travel insurance and business lounges in India for all travelers.

MMT provides valuable shopping discounts bookletsMMT 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 customerMMT 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.