Make my trip: case Study

[Gurpreet Singh]

Guys, what's the plan?

Can we meet over skype today @ 9 PM.

I read the case, and it's not straight forward. But it's a real good case.

2nd Oct is a holiday, should be used to prepare the ppt.

We will really need to think hard in limited time, and may also have to read some chapters to get right direction.

Br

G;p

[manohar rao]

I am in.

Sent from my iPod

On Sep 28, 2013, at 13:14, "Scaria, Robin" <robin....@capgemini.com> wrote:

> Am ok

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[Gurpreet Singh]

Note sure... just read the case till now... :(

stuck with leadership assignment, will finish soon, and move to this.

On Sat, Sep 28, 2013 at 1:18 PM, Rahul Ravikanth <rahul.r...@gmail.com> wrote:

I am in @ 9pm today.

Gurpreet, do you know what topics need to be covered for the presentation?

[manohar rao]

initial thoughts ........

Problem statement:

1. Dependency on NRI's and MMT US operation for majority of revenue

2. Heavy Dependency on inbound traveller

3. Competition from new entities like Yatra and bigger entities like expedia etc

4. Promotion of MMT with domestic customers due to lesser internet savvy and minimal usage of Internet for ticket booking

Strategic area of improvement:

NRI'S and international segment:

1. Currently the package tour plans for NRI traveller in India is ineffective mainly for pilgrimage plan and holiday destination. MMT can think of personal touch in planning for their clients. 

2. Lot of corporate travels are booked by reputed travel agent. MMT can target these with good promotion and discounts as such travels are very common for international destinations. 

4. Focus on foreign travellers only for destination India with complete tour package

5. Create partnership with few associations for example AAA etc

6. Target seasonal travels like students travel etc

Domestic segment

1. Huge potential exists with domestic traveller for residents. 

2. Should tie up with govt in promoting tourist destinations. This can promote MMT for domestic segment

3. Tie up with Bangalore one etc to spread awareness

4. Come out with publications on travel and promote MMT

1. Ad revenues can be targeted. But this might irritate customers. This should be nicely thought do that user experience of customer not hindered

Some references worth reading:

http://thetravelindustry.wikidot.com/business-model 

Sent from my iPad

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[Gurpreet Singh]

https://secure.join.me/648-485-794

Join this.

On Sat, Sep 28, 2013 at 9:00 PM, Rahul Ravikanth <rahul.r...@gmail.com> wrote:

In addition to Manohar's analysis ...

Challenges:

1. Competition from global players like expedia and travelocity for foreign travel as they have the muscle and deep pockets.

2. Fluctuations in ticket prices due to the nature of industry.

Recommendations:

1. Focus on Outbound travel and vacations from India as it is a growing segment with middle class having the purchasing power.

2. Opening offices in south east asia like singapore, thailand, malaysia, sri lanka, philipines, indonesia

3. Tie up with hotels for packages and bargain low prices.

4. Leverage on their MMT US office for foreign package deals.

5. Implement a strong CRM to profile customers, get feedback, identify and retain repeat buyers.

6. Reduce dependence on agents and consolidators. Invest in infrastructure that aids in obtaining tickets directly from airlines.

7. Build a brand alliance by partnering with well known sources in the industry in travel and tourism.

8. Explore value added services like travel planner or organiser.

9. Explore cash/card on delivery for local customers reluctant to purchase online.

[Gurpreet Singh]

Here you go:

We plan to meet tomorrow at 7 PM via skype.

@Krishnamma: I have sent contact request in skype. Once you accept, I can add you in the call.

Below are the points discussed. Pls read the case, and google around, and check for stuff, and more points.

Or main task is to narrow down to one recommendation or max two, and suggest that.

Also think through, how to present these points.... in ppt.

We plan to close on a final draft by Wed, 2nd Oct.

Thx

Gurpreet

Q1:

Inbound:

General:

1.     Lot of corporate travels are booked by reputed travel agent. MMT can target these with good promotion and discounts as such travels are very common for international destinations. 

2.     Target seasonal travels like students travel etc

3.     Capture market from Middle east? How? B2B? Promotions?

 

      NRI:

1.     Currently the package tour plans for NRI traveler in India is ineffective mainly for pilgrimage plan and holiday destination. MMT can think of personal touch in planning for their clients

2.     Opening offices in south east asia like singapore, thailand, malaysia, sri lanka, philipines, indonesia

Non NRI:

1.     Focus on foreign travelers only for destination India with complete tour package

2.     Create partnership with few associations for example AAA etc

 

Domestic:

1.       Tie up with hotels for packages and bargain low prices.

2.     Huge potential exists with domestic traveller for residents. 

3.     2. Should tie up with govt in promoting tourist destinations. This can promote MMT for domestic segment

4.     3. Tie up with Bangalore one etc to spread awareness

5.     4. Come out with publications on travel and promote MMT

6.        

 

Outbound:

1.       Focus on Outbound travel and vacations from India as it is a growing segment with middle class having the purchasing power.

2.     Leverage on their MMT US office for foreign package deals.

 

Generic Operations:

1.     Implement a strong CRM to profile customers, get feedback, identify and retain repeat buyers.

2.     Reduce dependence on agents and consolidators. Invest in infrastructure that aids in obtaining tickets directly from airlines.

3.     Build a brand alliance by partnering with well known sources in the industry in travel and tourism.

4.     Explore value added services like travel planner or organiser.

5.     Explore cash/card on delivery for local customers reluctant to purchase online.

6.     Franchisee Model??

7.     Kiosks? Partnership with CCD, etc ? BDA?

 

 

Q2:

 

1.       Ad revenues can be targeted. But this might irritate customers. This should be nicely thought do that user experience of customer not hindered. Around their business.

a.       Related to Indian/South East Asian Tourism.

b.      Car rentals

c.       Packages

d.      Internal ads

e.      More Partnership with NRI focused brands

f.        Airlines around India/South east Asia.

g.       Hotel ads

[Subrat Sahu]

Hello All,

 

First of all, my apologies for joining late on the MMT discussions. I read thru all the mail-threads on the MMT case study on the discussions done so far and I must say that the analysis/findings/discussions have been very well thought-thru and wonderful.

 

Listed below are my 2 cents - we can discuss some of these in today's 9pm call:

 

1. Before we reach out to finding the solutions, we must barinstorm and list down MMT's core strenghts, Analyze competitor's strengh (can vary across geography's) and then suggest a Growth Strategy based on the white-space analysis done thereof.

        - For example, there is no point competing with expedia/travelociey/etc. in the US market.  

        - Rather it would make more sense to try out other geographies based on whitespace analysis

        - Listed below are some of the relevant thoughts in this area:

Realize Own Core Strengths
- Cost leader in domestic market
- Superior Customer Service
- Larger reach within India
Analyze Competitor’s Core Strength (May vary across geography)
- Cost Leader in overseas market
- Larger reach worldwide
- High Brand Recall
Decide on Growth Strategy:
- Volume Player Vs. Margin Players
- Focus: Domestic Market Vs Overseas Market
- Advertisement Strategy and spend will drive its strategy

2. Once we finalize the above, we can than zero-down on what all business models would be most suitable, that are aligning to MMT's stragey.

3. Listed below are few additional thoughts on new business models that we can explore and look at:

Other Business Channels:

1. Including 'Holiday Activities' as service-ofeerings. For example:
        a. Safari Tours
        b. Disney Land
        c. National Park
        d. Tirupathi Darshan Tickets
        e. Niagara Falls Ticket
        f. Etc.

2. Providing 'Visa assistance service', like Expedia does today
3. Tie up with Bulk Corporate, on special travel rates

4. Tie up with domestic leaders in specific segments, rather than building new brands there, for example in Egypt, Switzerland, China, Thailand, etc.

 

Ideas to increase Market-share and Brand-recall:

1. Tie up with airlines, for free food/drink for tickets booked thru MMT
2. Persona/Profile-based suggestions (low-cost traveller, high-quality traveller, etc.)

3. Lowest Price Guarantee – return 200% of the differential price
4. MMT Loyalty Cards – 10% discount on food bills, amusement park bills, daru bills in Goa pubs, etc.

5. Advertisement for locations/Places, rather than hotels (don’t want to give wrong messages)

6. Ties up with Lonely Planet, Travel Magazines, etc. for Ads

 

Regards,

Subrat

From: Rahul Ravikanth <rahul.r...@gmail.com>
To: Gurpreet Singh <sing...@gmail.com>
Cc: manohar rao <manu...@hotmail.com>; "Scaria, Robin" <robin....@capgemini.com>; Deepak Shivamurthy <deepak.sh...@gmail.com>; "krishnamma...@wipro.com" <krishnamma...@wipro.com>; "sahu_...@yahoo.com" <sahu_...@yahoo.com>; "padmesh....@intel.com" <padmesh....@intel.com>; "sagi...@yahoo.com" <sagi...@yahoo.com>; Archana Mohan <am3...@gmail.com>; "gmite7...@googlegroups.com" <gmite7...@googlegroups.com>
Sent: Sunday, September 29, 2013 9:35 PM
Subject: Re: [gmite7-group7] Re: Make my trip: case Study

Inbound:

General:

1.     Lot of corporate travels are booked by reputed travel agent. MMT can target these with good promotion and discounts as such travels are very common for international destinations. 

2.     Target seasonal travels like students travel etc

3.     Capture market from Middle east? How? B2B? Promotions?

 

      NRI:

1.     Currently the package tour plans for NRI traveler in India is ineffective mainly for pilgrimage plan and holiday destination. MMT can think of personal touch in planning for their clients

2.     Opening offices in south east asia like singapore, thailand, malaysia, sri lanka, philipines, indonesia

Non NRI:

1.     Focus on foreign travelers only for destination India with complete tour package

2.     Create partnership with few associations for example AAA etc

 

Domestic:

1.       Tie up with hotels for packages and bargain low prices.

2.     Huge potential exists with domestic traveller for residents. 

3.     2. Should tie up with govt in promoting tourist destinations. This can promote MMT for domestic segment

4.     Tie up with Bangalore one etc to spread awareness

5.     Come out with publications on travel and promote MMT

6.        

 

Outbound:

1.       Focus on Outbound travel and vacations from India as it is a growing segment with middle class having the purchasing power.

2.     Leverage on their MMT US office for foreign package deals.

 

Generic Operations:

1.     Implement a strong CRM to profile customers, get feedback, identify and retain repeat buyers.

2.     Reduce dependence on agents and consolidators. Invest in infrastructure that aids in obtaining tickets directly from airlines.

3.     Build a brand alliance by partnering with well known sources in the industry in travel and tourism.

4.     Explore value added services like travel planner or organiser.

5.     Explore cash/card on delivery for local customers reluctant to purchase online.

6.     Franchisee Model

We have decided to look into operations, inbound, domestic and leverage domestic market for travel abroad to select segments or countries in south east asia.

The next meeting we will try to align the marketing mix P's to the above sections and see if we can get out more points.

We meet tomorrow at 9:00pm.

[Gurpreet Singh]

Looks diff to join today. Some fire going on..... still in a office call.

Most probably can join tomorrow...

Anyhow, pls send the notes...

[Subrat Sahu]

Hi All,

 

Summary of today's call:

In today's discussion, we debated and deliberated on providing a structure to the overall approach that we need to take, by applying some of the management learnings we have had so far. Listed below is a summary of it:

1. Identify the vision and mission of MMT and identify their core strengths and competencies. Identify the strengths and weaknesses of competitors. (Just FYI - MMT's mission is to provide best-in-class travel experience to customer, and aim for profitable growth)

4. Define the growth strategy, by segmenting the geographies:

    a. Domestic

    b. South-east Asia

    c. Africa and Middle East countries

    d. North America and Western Europe (Basically developed world)

3. Due to lack of time, it was discussed that we will do a whitespace analysis on the first 3 geographies (a, b and c listed above) and comeup with specific startegies in those geographies

4. Map the various innovative solutions (we already have a huge list from earlier discussions) mapping to the startegies that addresses the white-space areas in these 3 geographies

5. Summarize the approach, by addressing the 3 Questions listed in the case-study

 

For tomorrow, we divided the above areas (Subrat will take #1, Robin will take Domestic geo, Rahul will take South-east Asia, Deepak will take Africa and ME Asia), in order to have 1-slide each - that we can discuss in the Tuesday 9pm call.

 

Folks who missed today's call - you can comeup with your thoughts along these lines (on the top of the points detailed-out already earlier) and we can have a discussion on it during tomorrow's call at 9pm.

 

regards,

Subrat

From: Gurpreet Singh <sing...@gmail.com>
To: Subrat Sahu <sahu_...@yahoo.com>
Cc: Rahul Ravikanth <rahul.r...@gmail.com>; manohar rao <manu...@hotmail.com>; "Scaria, Robin" <robin....@capgemini.com>; Deepak Shivamurthy <deepak.sh...@gmail.com>; "krishnamma...@wipro.com" <krishnamma...@wipro.com>; "padmesh....@intel.com" <padmesh....@intel.com>; "sagi...@yahoo.com" <sagi...@yahoo.com>; Archana Mohan <am3...@gmail.com>; "gmite7...@googlegroups.com" <gmite7...@googlegroups.com>
Sent: Monday, September 30, 2013 9:56 PM

[manohar rao]

Middle east points:

New website : 

http://www.makemytrip.ae/

http://www.indiadigitalreview.com/news/makemytrip-enters-middle-east-market-launches-makemytripae

http://www.indianwebstartups.com/PRDetails.aspx?pressrelease=693

Sent from my iPad

On 01-Oct-2013, at 9:18 PM, "Rahul Ravikanth" <rahul.r...@gmail.com> wrote:

Some more points while researching on South East Asian segment ...

Focus:

1. More value for customers time and money.

2. Move from customer satisfaction to customer delight.

3. Provide the best environment for suppliers and make their business profitable.

4. Dynamic packaging mix and consolidation.

5. Non air travel.

6. Leverage social networking and mobile internet.

7. Get best in the industry technology and stay ahead.

- Integrated travel solution

- Filtered Search for packages

- Direct ticketing from airline

- Direct hotel booking from hotels

8. Provide unique services and constantly innovate.

 - Party package

 - Shopping package

 - Beach package

 - Wildlife package

 - Out-of-the ordinary package

 - ethnic package

 - island tours

9. Integrated packaging

source - airport drop - destination - airport pickup - local transport - accomodation - create experience - drop back to destination

10. Bring in customer to value chain

    - provide transport suggestions

    - hotel and accomo

11. Add geographies

    - Celebes islands

    - Sri lanka, inland

12. Open office in south east asia, say thailand or malaysia

[Deepak Shivamurthy]

PFA on Africa approach!

[manohar rao]

Good reading:

http://quote.morningstar.com/stock-filing/Annual-Report/2013/3/31/t.aspx?t=XNAS:MMYT&ft=20-F&d=7f7f6f81f33fcf66055a03bf416674fe

Sent from my iPad

<SA.pptx>

[Deepak Shivamurthy]

SWOT details I found on net(mbaskool.com)

-Deepak

[krishnamma...@wipro.com]

Few points on Domestic growth Strategy

 

Growth in India - Disposable income is increasing at the rate of 8.5%

 

Focus on

·         Increase in Inbound and outbound and medical tourism

·         Prepare offers based on special interest activities

·         Create packages tailored to customers ( Based on Customer segmentation like youth , high school , singles , family, couples)

·         Long term investments in building profitable tourism ,i.e  working with tourism development council in developing new tourist locations.

 

 

Regards

krishnamma

[Gurpreet Singh]

All  Here's the template..

https://docs.google.com/presentation/d/1bxOjBAy6BbGtMUfE4EkdT0SL5YKsi8RpR9IWC8x2reE/edit?usp=sharing

This is online doc, so we all can update this at the same time. Real time collaboration. 

I'm not sure who's working on what, but I hope ppl remember.

As discussed, we are not focusing on 2003 MMT problems, but on 2013 MMT issues, and we will make it very clear in problem statement.

@Robin: You were not there last night. I guess domestic is on you.

I have put some of my thoughts and questions in the template, that came across my mind. 

Pls finish your stuff by 6 PM today, and get on to a call @ 6 PM and finalize by 7 PM. Once done, I'll spice it up with some pics to get connected audience.

Game?

Regards

Gurpreet

[Gurpreet Singh]

Cool..... Lets put our points in the ppt in the corresponding sections....

On Wed, Oct 2, 2013 at 9:59 AM, Scaria, Robin <robin....@capgemini.com> wrote:

Sorry was travelling, the call could not connect,,

Plugged in a few points,,

India Approach for Make my trip should come from Consolidation, dynamic packaging, offering more for less and creating a memorable experience .

Medical Tourism:  White Space for MYT- Tie up with Apollo, Fortis & Escort Hospitals in addition to  Star and Budget Hotels to strengthen end to end services for both Domestic Travelers (From Smaller cities, other states seeking good/ specialized  treatment.. Focus also on inbound foreign visitor).

Religious Tourism : White Space for MYT – As part of Package, End to End Travel, Visa Services, tie up with Hotels in Node Cities and Destination Cities and last mile Travel agents eg. Chennai in South India can be a node for excursions to Madurai, Thanjavur and Trichnapalli.

 

School / College Excursions : White Space for MYT – Apart from Travel, Tie up with YMCA / YWCA, Orgin and last mile travel agents, budget hotels.

Adventure Tourism : White Space for MYT – As part of Package, End to End Travel, Visa Services, tie up with Hotels in Node Cities and Destination Cities, last mile Travel agents

Border Management Services (Tie up with VFS) : Tie up with VFS Global to address Visa processing for Inbound travelers, VFS has has 1030 Visa Application Centres (VACs) located in 81 countries across five continents. This builds on unifying experience of inbound travelers thru a critical travel phase,,,

This message contains information that may be privileged or confidential and is the property of the Capgemini Group. It is intended only for the person to whom it is addressed. If you are not the intended recipient, you are not authorized to read, print, retain, copy, disseminate, distribute, or use this message or any part thereof. If you receive this message in error, please notify the sender immediately and delete all copies of this message.

[Gurpreet Singh]

Possble to change the time to 9. 6 looks diff. For me too. May have to go to a doc.

On Oct 2, 2013 3:31 PM, "Rahul Ravikanth" <rahul.r...@gmail.com> wrote:

Guys,

I've added my 2 1/3 bits in the shared presentation. I may not be on time for today's call but will try to get back asap. Feel free to edit my content as you'll feel appropriate.

[Deepak Shivamurthy]

same here, seems very difficult with so many things around for now.

9PM from my side.

-Deepak

[Subrat Sahu]

I am fine for 9pm.

PFA on Africa approach!

 

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<SA.pptx>

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[Subrat Sahu]

Hi All,

 

PFA, the first slide (company overview, history, products, values, competition). I have added it in the google doc - but finding it difficult to add animation effects there!

Hence attaching here as an attachment.

 

Regards,

Subrat

From: "Mishra, Padmesh K" <padmesh....@intel.com>
To: Subrat Sahu <sahu_...@yahoo.com>; Deepak Shivamurthy <deepak.sh...@gmail.com>; Gurpreet Singh <sing...@gmail.com>
Cc: Rahul Ravikanth <rahul.r...@gmail.com>; "Scaria, Robin" <robin....@capgemini.com>; "gmite7...@googlegroups.com" <gmite7...@googlegroups.com>; "krishnamma...@wipro.com" <krishnamma...@wipro.com>; "sagi...@yahoo.com" <sagi...@yahoo.com>; Archana Mohan <am3...@gmail.com>; "manu...@hotmail.com" <manu...@hotmail.com>
Sent: Wednesday, October 2, 2013 5:57 PM
Subject: RE: [gmite7-group7] Re: Make my trip: case Study

Hi Folks,

 

I will look into it offline , I am caught up with work and have B2B late eve meeting.

 

Thanks,

Padmesh

[Deepak Shivamurthy]

I have updated the online version that Gurpreet has shared with the africa section(same as yesterday's contents that i shared).

-Deepak

[Deepak Shivamurthy]