To Identify the macro factors that may have impacted Mr.

Deep Kalra while setting up

1. Economic Factors:

Growth of Online Travel Market: The increasing online travelling market in India, more so after
the arrival of low-cost carriers was another opportunity. New low-cost carriers brought about
affordable airline tickets and as a result high demand for internet-based travel agencies.

Economic Growth and Increasing Disposable Income: The overall economic liberalization
process of the country during the two thousand also raised the per capita income of middle-class
consumer groups and hence a large section of the population can afford to travel more frequent
with rising travel demands for related services.

2. Technological Factors:

Advancements in Internet and Mobile Technology: The availability of the internet technology
and the use of mobile devises was a major revolution. Given that the quantity of the population
actively using the Internet and mobile devices was rising, the demand for integrated online
reservation and real-time data reports increased as well. Thus, this evolution of technology would
have perhaps pressured Mr. Kalra to concentrate on creating an online business and Smartphone
applications to deal with the new buying pattern.

Emergence of E-commerce: The change in expectations from online means especially in the
travel sectors gave MakeMyTrip an opportunity to provide solutions that were effective in its
operation besides expanding its market reach. The increasing use of secure methods of online
payments also facilitated growth of services like the online booking of rooms.

3. Social Factors:

Changing Consumer Behavior: Other social factors that would have been important are the
steady increase in the recognition of e-commerce and movement from the conventional mode of
bookings. The rise in the confidence of customers in online transactions and the pulls of
convenience were the factors that made Mr. Kalra to start an online travel company.
Social Media Influence: Thus, the increasing importance of social media in India presented an
extra option for promoting the products and establishing a connection with the clients. Firms like
MakeMyTrip could adopt social media to appeal to the youth in utilizing the services they
provide.

4. Competitive Factors:

Entry of Other Online Travel Companies: Being in this highly competitive world with published
Incumbent like Travelocity, Expedia and new born Indian players like Yatra and Clear trip Mr.
Kalra had to make MakeMyTrip out from the crowd. This rivalry may have prompted this
approach of presenting unique selling propositions like wider hotel choices and franchises’
rewards.

Differentiation and Innovation: The study revealed that, in today’s world, competition is high and
due to this competition, Mr. Kalra also emphasized on innovation in areas such as mobile
applications, loyalty programs, as well as flexible payment options. It would also assist in the
establishment of market niche and, therefore, increase market share and revenue since acquiring
customers are generally loyal.

Theory Application:

Porter’s Five Forces Model: Using this model one can identify the competitions driving forces in
the travel industry. Threats like the intensity of rivalry between existing competitors, the power
of buyers and suppliers, the threat of new entrants, threat of substitute products contribute to the
formulation of business strategy.

PESTEL Analysis: This SWOT analysis examines external macro-social forces which impact
business operations, namely PESTEL forces. The next business that will be analyzed is
MakeMyTrip which has been influenced by factors such as; Economic growth, technology
advancement, and change in society.

With reference to these macro factors, Mr. Deep Kalra could have ensured business strategies for
MakeMyTrip to take advantage on emerging chances in the online travels market and avoid
occurrences of factors dominating the business.
In this question we have a clear picture regarding how the two techniques that we discuss lately,
MakeMyTrip can use to generate ideas for online growth and expansion:

Certainly! Here’s a more detailed explanation of the two techniques MakeMyTrip can use to
generate ideas for growth and expansion: Here’s a more detailed explanation of the two
techniques MakeMyTrip can use to generate ideas for growth and expansion:

1. Market Research and Analysis

Description:

Market research entails a business activity of gathering and analyzing information on the market
and its factors, demand from customers and strategies of competitors. This technique can help
identify the current and potential market requirements, trends, and opportunities for companies’
strategic actions.

Steps to Implement:

Customer Surveys and Feedback: Carry out interviews or fill questionnaires that will be aimed at
the existing as well as the potential consumers. This can be done through harassing their
customers with questionnaires via the internet, specially designed face book groups, or by
directly administering questionnaires to their customers. This is done so that the relevant
information about the customer’s preferred options, challenges, and ideal service features in the
travel sector can be obtained.

Competitive Analysis: Evaluating the competitors to identify what they offer, and what their
advantages and/or disadvantages are. This entails a critical analysis of competitors’ pricing
policies, quality of their offered services, customers’ feedback, and the innovation in technology.
Finding out areas that competitors are successfully operating in and areas of weakness allows
MakeMyTrip to find areas of competitive advantage.

Trend Analysis: Analyzing market fluctuations to determine new trends regarding travels,
technologies, and markets. For example, analyzing the tendencies in the market of eco-tourism,
adventurous travels, or the preference for electronic payments, MakeMyTrip can build the
required services.
Market Segmentation: Doubt Answer ‘How’ For instance, divide the market according to
demographic characteristics, geographical location and psychographic characteristics. This
knowledge outlines the various segment’s needs and behavior, which is useful when it comes to
positioning and developing the marketing message as well as service offerings. For instance,
branding travel packages for young adults who are conscious with the price or the high-end
travelers who are ready to spend big cash.

Benefits:

 Helps to have a clear view on requirements in the certain market segment and customers’
needs.
 It helps when it comes to market segmentation and the identification of new markets or
growth areas.
 Supports in the formulation of key decisions regarding the sphere of service provision
and the creation of promotion campaigns.

2. Innovation Workshops and Brainstorming Sessions:

Description:

Innovation meetings and brainstorming are team activities that involve some group of individuals
coming together with a view of coming up with unique ideas and solutions. These sessions create
a culture of innovation, forcing the participants to come up with out of the box solutions while
getting a cross functional experience.

Steps to Implement:

Organize Workshops: Schedule periodic meeting of multi-disciplinary teams, comprising of

Encourage Creative Thinking: Mind mapping, SCAMPER (Substitute, Combine, Adapt, Modify,
put to another use, Eliminate, Reverse and role play are some of the ways that can be employed
to encourage creativity. Allow participants to come up with radical solutions that can be
discussed among the group without deferred judgment.
Customer Involvement: Engage customers during these sessions through analyzing customer
feedback information, through focus group discussions and or use of customer journey mapping.
This assists in linking new ideas and concepts with real life and unique customers’ demands and
wants.

Prototype and Test: To actualize concepts of similarly scoped ideas from workshops, create
prototypes or pilot projects. Try out these prototypes among a few people to get their reaction to
the various concepts and introduce them into the market on a grand scale.

Benefits:

 Creates links between different departments and maximizes the potential of various
viewpoints.
 Supports the development of new ideas that might be helpful in the current and in the
future business environment.
 Offers a clear framework for achieving a systematic effort in order to discover and prove
the value of innovation and new ventures.

The above integrated techniques of review into strategic planning of MakeMyTrip can help in
the following ways by successfully implementing these approaches, MakeMyTrip can be in a
better position to notice new opportunities for operations, improve the quality of offered services,
and be competitive in the online travel market.

Q: 3

The following checklist of questions will be useful to help MakeMyTrip’s management evaluate
their strengths and weaknesses with an aim to setting up a broad strategic plan for the next five
years that will put it on the path to achieving the status of the leading player in the online travel
market. Here’s a detailed approach to evaluating and enhancing their competencies:

1. Current Competency Assessment:

a. SWOT Analysis:

Strengths: Assess the companies including the proportionate market share, brand equity,
technology base and customer loyalty programmers. For instance, MakeMyTrip’s a big hotel
base became its strength, the convenient access to the mobile application.
Weaknesses: The weaknesses are thus areas of the business that are either perceived to be weaker
than that of the competitors or have specific areas of vulnerability. Such might be areas of
inadequacies as far as services are concerned; or areas concerning customer relations; or areas
that need technological enhancement.

Opportunities: Evaluate the existing trends or potential opportunities in travel that can be
underpinning for the analysis as growing demand for individualistic travels or exploring new
horizons.

Threats: Identify possible risks such as high competition, a recession or shift in travel policies
that would affect business.

b. Competitor Benchmarking:

Analyze the services, performance, and technology effused by MakeMyTrip against its
competitors like Expedia, Yatra, and Clear trip. The positive aspects of competitors’ performance
show what type of differentiation strategy MakeMyTrip should adopt.

c. Customer Feedback Analysis:

Collect data and information regarding the clients’ satisfaction with the service provided from the
client feedbacks that can be obtained through online surveys and feedbacks, customer reviews,
and through social media. Examine the effectiveness of today’s services and determine their
success and possible drawbacks in the eyes of customers.

d. Technology and Infrastructure Review: Technology and Infrastructure Review:

Evaluate the present situation in terms of technology and supports infrastructures such as
www.dotranslate.com, mobile applications, back-end systems. It is necessary to estimate if the
technology is still relevant and ready for development in the future.

2. Future Competency Planning

a. Strategic Capability Development:

Innovation: Work on research and development in the hope to introduce new products and
services into the market. This involves the integration of new technologies such as the use of
artificial intelligence in areas such as recommendation of products and services, improvement of
features of mobile applications and application of new travelling trends.

Talent Management: Give attention to the education and attraction of employees that possess
corresponding skills to such perspectives. This entails the use of data science professionals,
digital marketing specialists, and customer experience specialists in strategic projects.

b. Strategic Partnerships and Alliances: Strategic Partnerships and Alliances:

Look for and establish alliances with airline companies, hotel, or other travel-related service
companies for the improvement of services and for expanding the markets. Reliance on
partnerships with the tech firms is can also assist in the incorporation of new technology.

c. Market Expansion and Diversification’s. Market Expansion and Diversification:

Expand geographical market and add more service lines. For instance, penetrating the
unexplored foreign markets or introducing such novelties as travel insurance and guided
excursions may contribute to the turnover increase.

d. Continuous Improvement and Agile Strategy: Continuous Improvement and Agile Strategy:

Mid: Ensure the continuous improvement of the business and strategies by periodically
reviewing them. Introduce a flexible approach to the management process to promptly respond to
the main impulses of market development and customers.

e. Performance Metrics and Kips: Performance Metrics and KPIs:

Set measurable targets that will be used to track progress towards the achievement of the
formulated strategies. The key measures and ratios which include client cost, customer worth,
conversion rates, and market share among them can be used to monitor success and make
decisions.

f. Investment in Customer Experience. Investment in Customer Experience:

Personalize services offered by the company to create valued images of the organization with an
aim of improving the general customer support to accommodate client feedback on services
offered. Closely connected to satisfaction, customer loyalty and recommendations may result
from increased focus on the customers.
By mapping out the necessary competencies now and those which shall be developed in the
future, MakeMyTrip can strategically position itself to attain the company’s mission of leading
the online travel marketplace in the next five years.