Sample Undergraduate 2:1 Marketing Literature Review

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Models and market analysis applied to MakeMyTrip

MakeMyTrip.com is online travel agency founded by Deep Kalra in 2000 providing online air tickets, rail tickets, bus tickets, hotel reservation to their customers. They sell over 12000 flight tickets, 1000 hotel room nights and over 100 holiday packages every day. They fall under B2C business model in which they provide online booking of tickets to their customers as their product and wide variety of services round the clock on a single click of mouse. They also provide various holiday packages to their customer which saves the time of the people in planning their vacations. It is expected that by 2010 MakeMyTrip will capture 23% of the total travel market in India. MakeMyTrip has also opened offline retails outlets to promote their holiday packages and to create a brand image of them. MakeMyTrip currently launched a US based operation IndiaAhoy, a B2B portal which sells India tours packages through travel agents and tour operators.

Values

MakeMyTrip is a combination of several values such as:-

Customer Centered Approach: They are focusing on their customer both externally and internally.
Integrity: MakeMyTrip is maintaining a consistency between their words and action. They are maintaining.
Innovation: MakeMyTrip is combining innovation in business as well as in technology to provide best products and services to their customers.
Teamwork: MakeMyTrip believes in teamwork for achieving goals of providing best service to their customers.
Accountability: MakeMyTrip feels the responsibility and accountability which they promise to their customers and stakeholders.
Passsion for Winning: MakeMyTrip believes in “can do” attitude and believes that nothing is impossible.

Revenue Model

1The turnover for MakeMyTrip for the fiscal year 2010 was Rs 1000 crore which has risen to Rs 1500 crore in 2009. 66% of MakeMyTrip busiesss is from air and 34% from non air. One of the sources of revenue of MakeMyTrip is the commission charge which they take on online bookings. MakeMyTrip provides cheapest airline tickets. Corporation purchases tickets from private airline agencies on a large scale thus lowering down the cost and sell these tickets to their customers with added commission charge. The percentage of commission is maximum incase of airline tickets while it’s very low in case of railway tickets because of only one supplier. MakeMyTrip has eight airs, around 5 to 10000 in hotel and around a thousand in buses.

A major portion of their revenue comes from marketing of various companies such as Kingfisher, Tata, Spicejet on MakeMyTrip website by showing e-banners of various offers, products etc which these companies offer.

Many hotels in India have tied up with make my trip to promote their holiday packages on MakeMyTrip website. Some revenue is also earned from this area. But online hotel booking is not a big market in India as Indians prefers to call directly to hotel for booking rather than booking from MMT which will charge 10-15% commission on it. 15-20% of their revenues also comes from their retail offline outlets across India.

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Customer Value Preposition

Makmytrip core preposition to customer is best deals at customers convenience. MakeMyTrip is a reliable, efficient and uses latest technology for its business. MakeMyTrip believes that it’s not the cheaper air tickets which will bring customers to them. MakeMyTrip believes in creating an experience for the customer. The advantage that a customer gets while visiting MakeMyTrip.com is that it lists all available options available in a glance thus saving his valuable time. Booking is also ...

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Organization structure

MakeMyTrip is an organization of young people employing over 700 employees from travel, tourism, technical and hospitality industries. MakeMyTrip believes in empowerment policy. This means they give freedom to their employees the opportunity and freedom to think and act in ways that will allow them to get the job done and still be consistent with their services.
Details of senior management ...

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