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Strat-Edge Team - Endeavour Institute-SIMSR: From Gautam Mehta Rajdeep Singh

The document provides recommendations for a travel company to improve its strategy and operations. It suggests focusing on core activities of providing trips and avoiding non-essential services. It outlines customized marketing mixes for different customer segments along with strategies for advertising, partnerships, HR management, and addressing competition. Organizational structures and a business continuity plan are proposed to improve efficiency and resilience. Enhancements to the website and brochure design are also recommended.

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52 views11 pages

Strat-Edge Team - Endeavour Institute-SIMSR: From Gautam Mehta Rajdeep Singh

The document provides recommendations for a travel company to improve its strategy and operations. It suggests focusing on core activities of providing trips and avoiding non-essential services. It outlines customized marketing mixes for different customer segments along with strategies for advertising, partnerships, HR management, and addressing competition. Organizational structures and a business continuity plan are proposed to improve efficiency and resilience. Enhancements to the website and brochure design are also recommended.

Uploaded by

rajdeepsingh16
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Strat-Edge

Team – Endeavour
Institute- SIMSR
From
Gautam Mehta
Rajdeep Singh
Key Challenges for the brand
Its currently diluting its strategic Positioning by doing unnecessary
activities like
Venturing into private travel and tourism
Providing catering services
So it has to avoid itself doing such activities

Building strong relationship with clients (like schools, colleges and


corporate) and partners.

Building strong online presence (important for corporate clients)

Maintaining high level of service quality in all their core services


providing value-for-money tours
Customized Marketing Mix based on Target
Group
Marketing Mix for Schools/Colleges
Educational Trips/Adventure Trips/ School Picnics
Promotion through website, brochure, client visits & CRM
Initially target all the schools in major Tier 1 cities
Marketing Mix for Corporate
Adventure Trips
Online advertisements, Web site, Brochure, Client Visits & CRM
Major Tier 1 cities with big corporate presence
Pricing in both of the above categories should be decided on
the basis of competition and self operating & administrative
costs. Also it should be customized according to the location
Strategy for Advertising and Communication
For Corporate
Online Advertisement – Google Ad-words
Liaison with HR Professionals of the Corporate
CRM
Brochure
For Schools/Colleges
Brochure
Online Advertisement – Google Ad-words
CRM
Personal Visits to School authorities and briefing them
Organizational Structure
Note: Company should focus on its
Finance & Accounts core activities of providing high
quality trips with minimum
Human Resource
investment in non core activities
Marketing CEO/MD
like transport and catering,
hence company can outsource
these non core activities to 3rd party
Core Activity – School/Colleges Trips
vendors
Core Activity- Corporate Adventure Trips

Firm’s Value Chain


School Corporat
Marketi
Dept. e Dept. Finance HR
ng
Manager Manager

Firm’s Organizational
Structure
HR Issues
Succession Planning
Management Replacement Charts
Training the potential candidates

Manpower management
As mentioned in Organizational structure if company outsources its
transport and catering services to 3rd party vendors then it reduces its
headache on that front

For current drivers:


 Proper dress code
 Proper training

 Sensitizing them over various issues

 Penalties for irresponsible behavior


Strategy for facing competition
Strong Customer Relationship Management
Proper database
Maintaining 2 way interaction
Initiating Customer loyalty programmes
Attractive offers for repeat customers
Strong relationship with suppliers and creating win-
win situations
Implementing marketing, advertising and
communication strategy effectively with measurable
performance parameters
Partner Relationships
Hotels/Resorts
Maintain economies of scale so that it comes in a
situation where it can keep some capacity of the hotel
booked for major portion of the year
Maintaining Loyalty with them

Railways
Liaison with key railway officials, creating win-win
situations
Business Continuity Plan
Outsourcing non-core activities like catering and transport also
reduces loss during any unexpected incident
Demand can be made even throughout the year by offering attractive
trips packages during dull season so that they can at least cover
operation and administrative expenses
Expansion Strategy:
Diversifying into more and more cities (tier 1 and tier 2) also mitigates low
demand risk due to seasonal as well as unanticipated events
Focusing on economies of scale to bring the cost down later
Focusing on these two mentioned core activities reduces seasonal
element of the service as
Schools remains closed only during summer vacation
Corporate are open through out the year
Improvements in website
Interactive website where clients can give their
feedback and suggestions to improve the service
Get Online Itinerary Suggestion giving details of
various packages (interactive)
Display special offers for both schools/colleges and
corporate on the home page itself
Sharing travelling experience of customers in website,
weekly stories
Brochure Content and Design
Various destinations
Various activities
Price details and various offers
PAN India services available
Cool design with brochure cut in the shape of special bus
patented to penguin holidays
Customer loyalty programmes

Note: Brochures have to be different for corporate and


school/colleges giving relevant details.

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