Makemytrip

Group 4

Ita Theresa

Rocky Diego Mapandy

Indrawan Widjaja

Title of the Case

Make My Trip.com

Background of the Case

MMT is the largest India’s e-commerce company, an online travel services portal, and has demonstrated spectacular results in the first few years of operation. It was founded in the year 2000 by Deep Kalra. Created to empower the Indian traveler with instant booking and comprehensive choices, the company began its journey in the US-India travel market. It aimed to offer a range of best-value products and services along with cutting-edge technology and dedicated round-the-clock customer support. After consolidating its position in the market as a brand recognized for its reliability and transparency, MakeMyTrip followed its success in the US by launching its India operations in 2005. MakeMyTrip’s Products:

• International and Domestic Air Tickets, Holiday Packages and Hotels

• Domestic Bus and Rail Tickets

• Private Car and Taxi Rentals

• MICE (Meetings, Incentives, Conferences & Exhibitions)

• B2B and Affiliate Services

Identification of the Problem/s (and/or Sub-Problems)

Should MMT continue to target NRIs (Non-Resident Indian)? Or, should they expand horizons and serve the foreign tourist market from the United States, the United Kingdom, and Australia? Should the company continue to be an India-focused company, or was it time to start thinking about competing with global giants like Expedia and Travelocity?

Formulation of Case Objectives

The objective is to identify the best way for MMT in growing their business in the relationship marketing context.

Presentation of Alternative Courses of Action

There are two choices which can implement by MMT,

1. MMT continue to target NRIs/India-focused company.

2. MMT try to serve the foreign tourist market and competing with global giants like Expedia and Travelocity.

Analysis of all the Alternatives Presented

1. MMT continue to target...