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Case Details

Case Code: MKTG366
Case Length: 20 Pages 
Period: 2000-2017   
Pub Date: 2017
Teaching Note: Available
Price:Rs.500
Organization : MakeMyTrip Private Limited
Industry : Online Travel Industry
Countries : India 
Themes: Services Marketing  
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

MakeMyTrip- Leading the Indian Online Travel Industry, but Weak on Profits

 

ABSTRACT

 
The case “MakeMyTrip – Leading the Indian Online Travel Industry, But Weak on Profits,” traces the growth of MakeMyTrip Private Limited (MMT) that was considered to be the market leader in the Online Travel Agency (OTA) business in India. The case starts out by mentioning the entrepreneurial journey of MMT’s chief founder, Deep Kalra. It then describes the measures taken by the company to grow the OTA business in India, where Internet penetration was low and hesitancy to do online transactions was high. Later, the case documents MMT’s shift in focus from flight ticketing business to the hotels and holiday packages businesses that had comparatively higher margins. The case also mentions the various technologies and innovations that the company adopted to improve its service offering. The case concludes with a look into the challenges faced by the company and its prospects for future growth.
 
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Issues

The case is structured to achieve the following teaching objectives:
  • Apply the services marketing mix framework to a company.
  • Design a market penetration strategy for a company.
  • Assess the impact of acquisitions in providing a company with market position and technological know-how.
  • Formulate a strategy for a company in the highly competitive service industry
Contents
INTRODUCTION
BACKGROUND NOTE
RENEWING THE BUSINESS
HITTING THE GROWTH SPURT
MOVING TOWARD HOTELS AND HOLIDAY PACKAGES BUSINESSES
KEEPING TRAVEL TECHNOLOGY IN FOCUS
ON SHAKY GROUND
THE ADVERTISING PUSH
JOURNEY AHEAD
EXHIBITS

Keywords

Online Travel,Market Penetration,Service Industry,Services Marketing Mix,Acquisition,Innovation,Entrepreneur,Service Differentiation,Services Marketing Triangle,Ansoff Matrix,Acquisitions,Porter’s Five Forces,Bundling Services,Hotel Industry,B2B

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