Chapter-I

Introduction

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Indian Traveling Industry

Indian Travelling Industry is booming since the liberalise economic policy of

Government of India was introduced in the year 1991 by the then Finance Minister
Sh. Manmohan Singh ji. As Indians got new income in their pocket, through the
liberalise economic policies, Indian started travelling on domestic tourist place as well
as international tourist places. India’s rising middle class and increasing disposable
incomes has continued to support the growth of domestic and outbound tourism. All
types of travelling industry activities and infrastructure for travel industry started to
groom like opening of budget and luxury hotels, starting of new air lines,

India’s travel and tourism industry has huge growth potential. The Indian government
also realised the country’s potential in the tourism industry and has taken several steps
to make India a global tourism hub. The first ever Indian Tourism Day was celebrated
on January 25, 1998. Announcement of National tourism policy 2002 by the
Government of India is a mile stone in tourism industry in India.

Over the years, The Indian tourism and hospitality industry has emerged as one of the
key drivers of growth among the services sector in India. Tourismin India has
significant potential considering the rich cultural and historical heritage, variety in
ecology, terrains and places of natural beauty spread acrossthe country. Tourism is also
a potentially large employment generator besides being a significant source of foreign
exchange for the country.

Foreign Tourist Arrivals (FTAs) increased to 8.36 million in January-October 2018,

achieving a growth rate of 6.20 per cent year-on-year.

The travel & tourism sector in India accounted for 8 per cent of the total employment
opportunities generated in the country in 2017, providing

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employment to around 41.6 million people during the same year. The number is
expected to rise by 2 per cent annum to 52.3 million jobs by 2028.

International hotel chains are increasing their presence in the country, as it will
account for around 47 per cent share in the Tourism & Hospitality sectorof India by
2020 & 50 per cent by 2022

During the period April 2000-June 2018, the hotel and tourism sector attracted around
US$ 11.39 billion of FDI, according to the data released by Department of Industrial
Policy and Promotion (DIPP).

The World Travel and Tourism Council calculated that tourism generated
₹16.91 lakh crore (US$240 billion) or 9.2% of India's GDP in 2018 and supported
42.673 million jobs, 8.1% of its total employment. The sector is predicted to grow at
an annual rate of 6.9% to ₹32.05 lakh crore (US$450 billion) by 2028 (9.9% of GDP).

Online Tourism Industry

Around the starting of the economic liberalisation in India, Information Technology

sector was also booming. Indian IT companies were establishedin this time and
presence of India in the field of IT felt worldwide. The exponential growth of
Information Technology also started in the Indian Travelling Industry. Online
Reservation booking for Rail and Airline tickets and computerized reservation of
hotels also started. The advancement in Information Technologyparticularly the arrival
of the Internet has further expanded the scope of tourismto global markets.

The emergence of online technology has started helping tourism operations in Indian
in many respects. Itinerary planning, costing, tickets, accommodation etc. have come
online. Online technologies have been instrumental in

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increasing the domain of awareness and accessibility while reducing the uncertainty
with respect to communication gaps.

Online Tourism has been defined as a new form of travel product distribution where a
supplier/service provider offers products/services mainly through the medium of
Internet to a group of customers, irrespective of their physical location.

Online tourism equips a tourist, tour operator or travel agent for convenient exchanges
using electronic medium. User groups globally are finding online technologies
supportive indecision making for availing tourism products and services. Even in its
introductory stage, Tourism Industry has largely been benefited by online in India. The
domain of online tourism has gained significantstrength with the arrival of internet. Ina
short span of time, Internet has proved its worth successfully in taping tourism
opportunities utilizing modern communication technology. It has led to electronic
marketing popularly known as e-marketing or internet marketing. Online tourism is
one such natural outcome of online marketing. The concept has gained much attention
among modern business organisations.

Online Tourism has caused several changes in the tourism industry out of which the
main impact has been on the interrelation between service providers and traditional
intermediaries. It has offered Tourists, across the globe, a tool to express their needs,
to seek details on destinations, facilities, availabilities, prices, geography, and climate
information for diverse tourism products and services. Moreover, it has given an
upper hand to travel agents while looking for information or details about tourists,
market trends, service providers, destinations, facilities, availabilities, prices, tour
packages and also in maintaining direct contacts with their partners. With its virtue, it
has become increasingly convenient for tourism offices to search for industry trends,
size and nature of tourism flows, policies, and plans for the developmental concerns.

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Unarguably, online tourism has successfully emerged as a platform that enables direct
bookings, electronic payments, Business to Business (B2B) and Business to
Consumer (B2C) trading among product marketers, travel agents, resellers and
customers. Internet and related developments have beenquite instrumental in growth of
online tourism and online economy.

Internet enabled portals launched by various government as well as private

organizations have offered a wide range of tourism products and services, viz.airlines,
hotels, restaurants, adventure tours, activity centres, concerts, festivities, shopping and
many more assortments of services.

Travel and tourism products are ideal for marketing on the Internet because of their
intangibility. Tourists have, for the long time, relied on limited information from
holiday brochures and other literatures to evaluate tours and destinations. The modern
capabilities of the internet, however, have bestowedan invisible hand to the erstwhile
mammoth task of communication.

Around the early internet boom time in India, to capture growing Indian Tourism
Industry, many a new offline and online companies started. One suchonline company,
MakemyTrip was started in the year 2000. MakeMyTrip’s mission was to provide
customers a one stop shop for all their travel needs. It aims to give the best possible
user experience across their entire traveljourney, which includes effective planning
resources, superior booking experience across all channels and in journey 24x7 live
customer support.

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 Chapter-II
RESEARCH
METHODOLOGY

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Research Methodologies

Research

Research is a systematic way to solve a problem. It is a science of studying how

research is to be carried out. Essentially, the procedures by which researchers go
about their work of describing, explaining and predicting phenomena are called
research methodology. It can also be defined as the study of methods by which
knowledge is gained. Its aim is to give the work planof research.

Research Methodology

The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys
and other research techniques, and could include both present and historical
information.

A research methodology is the set of methods and procedures used in collecting and
analysing measures of the variables specified in the research problem research. The
design of a study defines the study type (descriptive, correlational, semi-experimental,
experimental, review, meta-analytic) and sub- type (e.g., descriptive-longitudinal case
study), research problem, hypotheses, independent and dependent variables,
experimental design, and, if applicable, data collection methods and a statistical
analysis plan. Research design is the framework that has been created to find answers
to research questions. Thereare many ways to classify research designs, but sometimes
the distinction is artificial and other times different designs are combined.
Nonetheless, the list below offers a number of useful distinctions between possible
research designs.A research design is an arrangement of conditions or collections.

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A research methodology is a systematic approach that a researcher uses to
conduct a scientific study. It is the overall synchronization of identified
components and data resulting in a plausible outcome. To conclusively come
up with an authentic and accurate result, the research design should follow a
strategic methodology, in line with the type of research chosen. To have a
better understanding of which research paper topic, to begin with, it is
imperative to first identify the types of research.

TYPES OF RESEARCH METHDOLOGY:

1. Exploratory research:

Exploratory research, as the name implies, intends merely to explore the

research questions and does not intend to offer final and conclusive
solutions to existing problems. This type of research is usually conducted
tostudy a problem that has not been clearly defined yet.

2. Descriptive research:

Descriptive research can be explained as a statement of affairs as they

are at present with the having no control over variable. Moreover,
“descriptive studies may be characterised as simply the attempt to
determine, describe or identify what is, while analytical research
attempts to establish why it is that way or how it came to be”.

DATA COLLECTION

Data collection is the process of gathering and measuring information on

variables of interest, in an established systematic fashion that enables
one to answer stated research questions, test hypotheses, and evaluate
outcomes. A formal data collection process is necessary as it ensures that
the data gathered are both defined and accurate and that subsequent
decisions based on arguments embodied in the findings are valid. The
process provides both a baseline from which to measure and in certain
cases an indication of what to improve.

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METHODS OF DATA COLLECTION
There are two types of data collection methods namely primary data collection and
secondary data collection.

PRIMARY DATA

Primary Data is the data which is originally collected by an investigator or agency for the first
time for specific purpose. The source from which the primary data is collected is called the
primary source. Such data is original in character as it is collected for the first time. It is first-
hand information. Primary Data once collected and published becomes Secondary Data.

There are many methods to collect primary data and the main methods include:
• Questionniares
• Interviews
• Focus Groups interviews
• Observation

SECONDARY DATA
The data which is not directly collected but rather obtained from the published or unpublished
sources is known as Secondary Data. It is also known as Second Hand Data.
These are not original data since the enumerators or investigators themselves do not collect
these data. They simply make use of the data collected by the others. Common sources of
secondary data include:
• Census
• Large surveys
• Internet
• Journal
• Books

METHOD USED: PRIMARY DATA

TYPES OF RESEARCH : DESCRIPTIVE RESEARCH
DATA COLLECTION TYPE: QUESTIONNAIRE

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Limitation

The following are the limitations:

1. Study was based on primary data, so a lot of data was needed for thestudy.
2. Time bound study.
3. Similar trend of study are conducted.

Profile of MakemyTrip.com

MakeMyTrip (India) Pvt. Limited is an Indian online travel company, founded by

Deep Kalra in 2000. Headquartered in Gurgaon, Haryana, the company provides
online travel services including flight tickets, domestic and international holiday
packages, hotel reservations, rail and bus tickets. In 2011 and 2012, MakeMyTrip
made strategic acquisitions in pursuit of growth through new channels and markets in
Southeast Asia. Recently, it launched Travel Appsfor mobile devices.

The company has been consistently recognized as one of India's best travel portals. As
of March 31, 2018, the Company has 14 company-owned travel stores in 14 cities,
including one in their office in Gurugram, 59 franchisee- owned retail travel stores
which primarily sell packages in approximately 37 cities in India, and counters in four
major airports in India under MakeMyTrip brand. MakeMyTrip also have offices in
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New York, Sydney, Singapore, Kuala Lumpur, Phuket, Bangkok, and Dubai.

History

MakeMyTrip was founded by Deep Kalra, an alumnus of Indian Institute of

Management (IIM), Ahmedabad. Prior to setting up MakeMyTrip, Deep had

worked with GE Capital as vice president of business development (retail), as well as

serving stints with ABN AMRO Bank and AMFBowlinghai.

MakeMyTrip was launched in the US market in 2000 to cater to the overseas Indian
community for their US-to-India travel needs. The founding team consisted of Deep
Kalra, Keyur Joshi (Co-Founder & Chief Commercial Officer), Rajesh Magow(Co-
Founder & CEO - India, formerly Chief Operating Officer & Chief Financial Officer)
and Sachin Bhatia (ex-Chief Marketing Officer). After serving a long tenure of 10
years, since the company's inception, Sachin Bhatia quit MakeMyTrip as an active
member and decidedto work as an independent advisor and a prime shareholder in the
company.

With the success of IRCTC (Indian Railways Catering and Tourism Corporation)'s
online business model which enabled the Indian traveller to purchase railway
ticketson the Internet, things started to look brighter for the travel market in India.
This was also the time when Low-Cost Carriers entered the Indian Aviation space.
MakeMyTrip started its Indian operations in September 2005,offering online flight
tickets to Indian travellers. To broaden it's travel portfolio, the company also started to
focus on non-air businesses like holiday packages and hotel bookings. On 13 August
2010, MakeMyTrip was listed on the NASDAQ and went public, making a debut in the
US market.Trade Analysts believed that this was an encouraging sign for both the
investors andother Indian firms.

In 2011, the company strengthened focus on the mobile route by creating several
travel-related Apps for all types of mobile devices (Smartphone’s and basic
cellphone).

Rajesh Magow was appointed as CEO - India in August 2013.

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Leadership Team

Deep Kalra, Chairman & Group CEO

Rajesh Magow, CEO - India

Keyur Joshi, Chief Commercial Officer

Mohit Kabra, Chief Financial Officer

Sharat Singh, Chief Technology Officer - International & BI

Mohit Gupta, Chief Business Officer - Holidays

RitwikKhare, Vice President

Ranjeet Oak, Senior Vice President - International Holidays

Pranav Bhasin, Vice President- Mobile

Yuvaraj Srivastava, Chief Human Resource Officer

Anshuman Bapna, Chief Product Officer Saujanya Srivastava, Chief

Marketing Officer Sanjay Mohan, Chief Technology Officer - India

Board of Directors and Investors

Aditya Tim Guleri -Director

Aileen O’Toole - Director

Charles St Leger Searle - Director

Deep Kalra - Founder, Chairman and Group Chief Executive Officer

GyaneshwarnathGowrea - Director

James Jianzhang Liang - Director

Pat Luke Kolek - Director

Paul Laurence Halpin - Director

Rajesh Magow - Co-Founder and CEO India

Vivek N. Gour - Director

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MakeMyTrip Details at MCA21

As Per Company Act, 2013, every company must submit an annual return to the
Registrar of Companies (RoC) under Ministry of Corporate Affairs (MCA) web portal
MCA21. The return summary is displayed on MCA 21 Web Portal to general public
to view. The latest master data summary of MakeMyTrip is displayed herewith -

CIN U63040DL2000PTC105210

MAKEMYTRIP (INDIA)
Company Name PRIVATELIMITED

ROC Code RoC-Delhi

Registration Number 105210

Company Category Company limited by Shares

Company SubCategory Non-govt company

Class of Company Private

Authorised Capital(Rs) 2800000000

Paid up Capital(Rs) 2702581910

Number of Members(Applicablein
case of company without Share 0
Capital)

Date of Incorporation 13/04/2000

B-36, 1st Floor, Pusa Road, Delhi NEW

Registered Address DELHI New Delhi DL 110005 IN

Address other than R/o where allor 19th Floor, Tower-A,B,C, Building No. 5,
any books of account and papers are DLF Cyber City, DLF Phase III Gurgaon
maintained 122002 HR IN

Email Id compliance@go-mmt.com

Whether Listed or not Unlisted

Suspended at stock exchange -

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 Date of last AGM 28/09/2018
Date of Balance Sheet 31/03/2018
Company Status(for efiling) Active

Fig 2.2 Company/LLP Master Data

Directors/Signatory Details
Begin End Surrendered
DIN/PAN Name
date date DIN

VIKASH
AEUPT6586L KUMAR 21/04/2016 -
TIWARI
AVUTAPALLI
02055596 12/04/2016 -
KAMAL KISHORE
07482200 VIKAS SAINI 01/11/2018 -
INDRESH KUMAR
07488823 12/04/2016 -
GUPTA
Fig 2.3 Director/Signatory Details

MakemyTrip Achievements

MakeMyTrip.com is the pioneer that started the entire online travel revolution in India.
But being first was not a guarantee for success. Like all good ideas the pioneering
spirit ofMakeMyTrip.com needed to be supported by constant innovation, long-term
vision and reliability. That businesses were taking noticeof the emergence of an entire
industry became apparent at award functions.MakeMyTrip.com was voted one of
Asia's Hottest Technology StartUps by Red Herring and was also included in the list
of the Top 100 Companies in Asia. In 2006, it won the Emerging India award from
ICICI Bank as alsoCNBC-TV18.The following year, it was adjudged the Best Online
TravelAgency in India by Galileo Express Travel World.

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According to comScore, the world's leading digital marketing intelligence and
measurement service, in the five-year period 2005/09, MakeMyTrip.com had the
distinction of being the most visited travel website; it was also scored as the Number
One travel website by JuxtConsult, a fully integrated market research company in
India; and as the Most Preferred Online Travel Agency by the Travel Biz Monitor
Survey, 2008.

MakeMyTrip.com has also emerged as the top seller among online and offline travel
companies for all the major domestic and international airlines, as well as hotels.
Recognition has come from Air India, Jet Airways, Kingfisher Airlines, Lufthansa,
Malaysian Airlines and Air Mauritius and from Cidade de Goa and the Taj Group in
the hospitality business. For its innovations in the field of digital marketing,
MakeMyTrip.com has won the prestigious AbbyAward (Gold and Silver), two years
in a row. Not without reason, in eight short years, MakeMyTrip.com, has garnered the
trust of over one million satisfied customers as well as the respect and acclaim of the
entire travel industry and business world.

Mergers and Acquisitions

During 2011-12, MakeMyTrip also made three acquisitions, namely, Luxury Tours
and Travel Private Limited (Singapore), Le Travenues Technology Private Limited
(Gurgaon, India) and My Guest House Accommodation (New Delhi, India).
MakeMyTrip other acquisitions include travel operators like ITC Group and Hotel
Travel Group to enter new markets in the South-East Asian region and Europe. in the
year 2012. In September 2014, MakeMyTripinstituteda $15 million innovation fund to
support early-stage companies inthe travel space. MakeMyTrip acquired MyGola, a
travel planning website in April 2015. The acquisition was done through the
innovation fund and as part of the acquisition; all employees of MyGola were absorbed
into the MakeMyTrip team. In June 2015 MakeMyTrip invested $3 Million Dollars in
Inspirock, a vacation itinerary planning website to improve trip planner. In July

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2015, MakeMyTrip invested in travel information and hotel review portal, HolidayIQ
to pick up approximately 30% stake in the company. In the same month, it also
invested $5 million in BonaVita Technologies, a start-up which plans to utilize the
funds to build innovative products in the travel industry. In 2016, MakeMyTrip Ltd
agreed to buy Ibibo Group’s travel business in India in an all-stock deal, creating the
country’s largest online travel firm which, according to a note by Morgan Stanley, is
worth $1.8 billion.

MakeMyTrip - Revenue Model

MakeMyTrip’s revenues are currently split almost equally between ticketing and tours
and hotel bookings. Hotels and packages, a higher margin category compared with
airline ticketing, is the biggest revenue contributor and account for 56 percent of net
revenue. The company is the market leader in domestic flight ticketing with a 24
percent market share.

MakeMyTrip - Product and Services

MakeMyTrip’s services include air ticketing, hotel and alternative accommodations

bookings, holiday planning and packaging, rail ticketing, intercity bus ticketing, car
hire and ancillary travel requirements such as facilitating access to third-party travel
insurance and visa processing. The Company’s culture of continuous innovation and
“customer first” strategicfocus in India’s travel market has allowed them to be the
clear leader in the industry and positions them to accelerate the predominately offline
hotels and accommodations market online. They have a pretty-large team of data
scientists. They are using chat bots extensively - Gia for Goibibo and Myra for
MakeMyTrip. This covers quite a bit of post sales queries and will also start dabbling
in sales.

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Flights - MakeMyTrip provides flight tickets for travel in all major domestic,
international as well as low-cost carriers operating in India. It caters to
travellers for both domestic and international travel from India.Apart from this,
it caters to inbound travel to India from countries like US, Canada, Singapore
and UAE.

Rail and Bus tickets - MakeMyTrip sells online rail tickets to its customers
offering features like return tickets with single payment option, flexi-search and
automatic alerts and updates on the availability of tickets. It also offers bus
tickets across different categories likeVolvo, Air Conditioned, NonAir-
Conditioned, Deluxe, Semi-Deluxe and Sleepervehicles.

Cab Service - MakeMyTrip introduced car hire services on its Indian website
in May 2010. It currently provides car hire services in conjunction with
holiday package bookings.

Hotels and Packages (Holidays) - The Company offers hotel reservations in

India and international cities alike. There are over 13,000 hotels and
guesthouses in India that can be searched and compared online on the
MakeMyTrip website. The hotels range from luxury to budget
accommodations. In November 2012, MakeMyTrip acquired My Guest House
Accommodation to increase the overall inventory for budget rooms and
service apartments. MakeMyTrip also offers a wide selection of hotels outside
India. Through the acquisition of easytobook.com, MakeMyTrip now offers
access to more than 184,000 hotels outside India. MakeMyTrip also offers
group and customised holiday packages for popular domestic and international
destinations.

Mobile Solutions - In 2012, MakeMyTrip launched travel mobile applications

(Apps) for iPhone, Android, and BlackBerry devices. The

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app offers services like flight and bus bookings, hotel reservations and holiday
packages. It also caters to other post-purchase requirements like generating e-
tickets, making cancellations, tracking status of refunds and other travel alerts.
The travel itineraries available on the Apps can be shared on Facebook and
Twitter.

Route Planner - Makemytrip route planner section provides all basic

required information on more than 1 Million routes in India.

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Stock Position Chart (as on 26th March, 2019)

Fig 2.4 Stock Position Chart of MakeMyTrip at NASDAQ

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Work Culture

MakeMyTrip has been consistently ranked among the Top 10 "Great Places to Work
for in India" by the Great Place to Work® (GPTW) Institute and the The Economic
Times, for four years in a row (2010 to 2013).

MakeMyTrip 2018-19 3rd Quarter Results

Highlights for Fiscal 2019 Third Quarter (Year over Year (YoY) growth % are based
on constant currency; please see table below for YoY growth % on actualbasis)

Gross Bookings increased 31.9% YoY in 3Q19 to $1.4 billion.

Revenue for 3Q19 was $124.8 million and Adjusted Revenue

increased 31.4% YoY in 3Q19 to $179.9 million.

Room nights for Standalone Hotels Online increased 27.1% YoY in3Q19
versus 21.8% in 2Q19.

Air Ticketing – flight segments increased by 19.4% YoY in 3Q19.

Bus Ticketing – travelled tickets increased by 58.3% YoY in 3Q19.

Results from Operating Activities was a loss of $36.6 million in 3Q19

versus a loss of $48.2 million in 3Q18.

Adjusted Operating Loss at $22.2 million in 3Q19 versus a loss of

$33.9 million in 3Q18, an improvement of $11.7 million YoY.

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Gurugram, India and New York, January 24, 2019 — MakeMyTrip Limited
(NASDAQ: MMYT), India’s leading online travel company, today announced its
unaudited financial and operating results for its fiscal third quarter ended December
31, 2018.

Fig 2.5 2018-19 3rdQtr Result

Fig 2.6 Revenue position 3rdQtr 2018-19

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Fig 2.6 Financial position 3rdQtr 2018-19

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Fig 2.8Profit & Loss Account 3rdQtr 2018-19

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 Chapter-III
REVIW OF
LITERATURE

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A literature review discusses published information in a particular subject area, and sometimes
information in a particular subject area within a certain time period. A literature review
surveys books, scholarly articles, and any other sources relevant to a particular issue, area of
research, or theory, and by so doing, provides a description, summary, and critical evaluation
of these works in relation to the research problem being investigated. Literature reviews are
designed to provide an overview of sources you have explored while researching a particular
topic and to demonstrate to your readers how your research fits within a larger field of study.

1. Angelo Rossini says for travel agents, the rise of digital world (ie. Computer and
handy device that support internet and online portals) has severely disrupted the
traditional travel industry. Rossini says Low cost carriers and online travel portals
have benefitted immensely due to travel automation by changing the way travellers
plan and book .Tour operators are also embracing OTP and mobile channels to
sustain in business their holidays in 21st century.

2. James McClure, Country Manager UK & Ireland at Airbnb says “There is

aworldwide impact due to Digital revolution. In Airbnb’s case tradition is in
mainstream due to technology. The home stay concept is not new to tourism industry
buttechnology has accelerated this concept with easy accessibility in the global
market.

3. Mr. & Mrs. Smith’s Lohan says We pivoted from a hotel guidebook to become
an online travel agent just as the internet started to become a place people could
finally trust with their credit cards. She further states that business pattern has
changed due to internet and promotes online bookings, while few customers still
prefer onlinechat or services of call centre officials in handling online service.

4. Croix Says Digital technology has changed the way we connect with guests,

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creating a 24/7 relationship in and out of stay, says Stephan Croix, vice-president of
marketing at Starwood Hotels and Resorts. It is also transforming every phase of
hospitality – from finding a hotel, to checking in, to unlocking your door and personalizing
your stay. As travel is inherently mobile, travellers expect to use their mobile devices to
enrich their travel experiences.

5. Kim (2004) stated that E- Commerce is huge lap in travel and tourism industry moving
from traditional way to technological way and there are various barriers for travel and
tourism companies to adapt Ecommerce in their business.

6. Mr.Werthner H., Ricci F, says E-Commerce in travel and tourism industries are
continuously increasing despite tough economic problems. As per them, this industry is
adopting application of B2B (business to business) and B2C (business to consumer). This
industry has changed the ways of do business for traditional ways to modern way, i.e. e-
commerce via web and other online transaction software where as other industries are still
adopting the traditional way. Web is changing the behaviour of consumers are well as they
are becoming less loyal, take less time forchoosing and consuming the tourism products.

7. .Anshuman Bapna (chief product officer Make My Trip) informed NDTV as Make My
Trip is one of the oldest and most well-known e-commerce companies in India. Listed on
the Nasdaq, MMT can’t really be called a start-up anymore. It's been a year, and
MakeMyTrip has been open to a lot of experimentation, within limits.”

8. .Mr.Rajesh Magow CEO and Co-Founder, India Make My trip told Business standard
as Large part of our growth is going to come from people who are booking through offline
channels such as travel agents or after reaching the destinations. Today it lot more
convenient to book over phone. We are confident that online penetration in hotel bookings
will improve from 20percent to 40-50 percent in next three or four years”.

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Objectives

- To study and to throw a light on success Story of the MakeMyTrip

- To observe the new trends and emerges in MakeMyTrip

- To study how consumers react for the site.

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 Chapter-IV
Data Analysis
Interpretation
&
Presentation

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SWOT Analysis of MakeMyTrip

Strength 1. One Of the earliest market entrants

2. Presence in the international business scenario

3. Secure and trusted channel for facilitating payments

4. Attractive brand name and convenient website navigation

5. It offers services like International and Domestic Air Tickets,

Holiday Packages and Hotels, Domestic Bus and Rail Tickets,
Private Car and Taxi Rentals, B2B and Affiliate Services

Weakness General Reluctance in customers to use internet for financial

transactions like booking tickets online

Opportunity 1.Customers currently using traditional methods of bookings

2.Offer better travel packages in line with customer expectation

3.Untapped sections of international tourism market

Threats 1. Possible lack of co-ordination with tourism entities

2. Present competitors having substantial market share
3. Newly emerging online booking portals with better offerings

MakeMyTrip Success Story

The pioneer of online travels in India; Deep Kalra is the proud founder ofGurgaon
based – MakeMyTrip.com.

-
4
3

-
The Million-dollar MakeMyTrip is an Indian online travel company which provides
online travel services like flight tickets, domestic and international holiday packages,
hotel reservations, rail and bus tickets, etc.

With a backing of USD 2-Million from eVentures and along with co-founders like
– Keyur Joshi, Rajesh Magow and Sachin Bhatia, Deep Kalra began his traveling
industry journey with MakeMyTrip.com (earlier known as India Ahoy) in 2000.

As a first; apart from flight ticketing MakeMyTrip began by offering holiday

packages and hotel bookings which was followed by their tie-up with IRCTC’s online
business model. This move not only increased their presence in railway ticket booking
but also gave the much desired boost the Indian market was looking for.

And in a matter of no time, the company started making awesome revenues. The
demand was so much that 1-out-of-every-12 domestic flights in India were booked
through MakeMyTrip.

MakeMyTrip has now become is a well-known name for providing services in

luxurious tours and hotel booking websites. The company has branched after its
inception through a series of small acquisitions. MakeMyTrip has its major acquisition
as Mygola. With the acquisition of Mygola, now MakeMyTrip enable its customers to
be familiar with over 20000 holiday destinations to choose from.

This was like the ultimate blow for all its potential competitors. As satisfying andhappy
the moment was for them, it was equally a proud moment for India too, because
MakeMyTrip was one of the very few Indian Dotcom companies to belisted on the US
stock exchange. This was the biggest news that cameto light was MakeMyTrip listing
on NASDAQ, in August 2010.
This also bridged the gap between the foreign investors & Indian businesses; thus
opening doors for a pool of foreign investments in India in the IT sector. Additionally,
this also boosted the confidence of the young entrepreneurs which gave rise to a lot of
start-ups in the future.

Since then, MakeMyTrip has majorly focused on expansion and up-ping the revenue
which has been done through various mediums such as unique marketing strategies,
product development, etc.

The reason behind the success of MakeMyTrip

MakeMyTrip is a child of the smart & advanced brain. The brand has adopted many
benchmark strategies that have led it to be what it is today. Understanding the needs
of India travelers & providing them with exactly what they want is the key reason
behind the triumph & admiration of the brand ‘wear the customer’s hat’- just like
MakeMyTrip did.

MakeMyTrip Offerings

International and domestic air tickets.

Holiday packages and hotels.
Domestic bus and rail tickets.
Private cars and taxi rentals.
MICE (meetings, incentives, conferences, exhibitions).
B2B and affiliated services.

MakeMyTrip Future Plans

MakeMyTrip plans to take revenues from hotels & packages to 75

percent of its business by 2020
Domestic flight business is 55 percent penetrated and MakeMyTrip already
have a 23 percent market share which it wants to increase

To increase it market share in the online hotel booking space from 25%to 50%
in the next three years, MakeMyTrip plans to become- MakeMyRoom

MakeMyTrip is launching a new concept called Assured Hotels where it plans

to categorise and certify certain hotels based on parameters such as quality of
reviews and service, a move which the company thinks would address
customer concerns while booking hotels online. The hotels which get a quality
assurance from the company would largely be across three, four and five-star
categories.

MakeMyTrip.com aims to build a complete travel and transportation

ecosystem that helps the Indian traveler end-to-end on every trip he/she takes.
Products like route planner, travel advisor, recommendations for hotels,
booking ease are some of the key innovations the team is currently making on
the platform.

While flights contributed to most of MakeMyTrip’s revenue share, it is

noticing a shift towards hotels and holiday package bookings, and that will be
the key focus for MakeMyTrip the coming years.

Building the MakeMyTrip.com core platform with strong focus on mobile:

While the focus will be on mobile, the team intends to build the platform for
low bandwidth and low-end phone user segment.

Incubate new product lines – The MakeMyTrip team aims toexperiment with
disruptive products in transportation, solve the problem of trip planning and
build trip companions that use machine learning to help travelers during their
trips. In terms of disruptive products in transportation, Anshuman adds that
they are looking for partnerships,
 and developing other new products to help transform the way Indianstravel.

Hotels to contribute 75% of total business by 2020: MakeMyTrip "Hotel is

currently 57 per cent of our business. By 2020, 75 per cent of our total business
will come from hotels. We are very bullish about the future." Says
MakeMyTrip

With an eye on the entire travel pie, MakeMyTrip is planning to enter a new
market — inter-city taxi service — in order to continue to retain its market
leadership in the travel sector.

MARKETING MIX ANALYSIS:

Product

International and Domestic air tickets

Hotel Packages to different destination within India and international
Hotel booking in different destination both within India and International
destination
Railway ticket
Private and taxi rentals
MICE (Meetings. Incentives, conferences and Exhibitions)

Price

Showing the best price offers the customers can get in different
airlines/railways/buses/cars.
Agents are not allowed to take extra commission.

Place
 Internet marketing/e-business.
Dedicated 24X7 customer care support and they have offices in 37 citiesacross
India and 8 international offices in New York and San Francisco.

Promotion

Promotion in all social sites like Facebook, Twitter, YouTube, News Papers,Magazine
etc.

Sales promotions

 by giving festival discounts,

 round trip tickets discounts,
 best deal of the month
 special offers to different holiday destination.

The data collected from primary sources through collection of responses of the questionnaire was
assembled, stored, selected and analysed. The analysis of the data isas under:
Contact Method: Questionnaire method was used to view responses of respondents bycreating google
forms. Generating 10 questions. Sample Size:

A sample size of 48 respondents was chosen. Though small sample size but it consists ofvaried
respondents to overcome any error at the time of generalization of result.
Q 1. Age Group.

WHAT IS YOUR AGE RESPONSES

20-30 23
30-40 17
40-50 5
50 ABOVE 3

INTERPRETATION-
As per the data collected, 47.9% of the respondents (Which is highest) fall into 30 – 40 and35.4%
are 20 – 30 age groups, Very few of the respondents fall into 40-50 and 50 above.
Q2. How often do you travel outside your city?

Question responses
Once in a year 13
Once in a month 9
Never 1
Once in 6 months 25

As per the data collected, 52.1% of the respondents (Which is highest) fall into “once in 6 months”
and 27.1% falls into once in a year and Very few of the respondents fall into “never”and “once in a
month”.
Q3. How often do you visit travelling websites?

Question response
Once in a month 11
Once in 6 months 15
once in a year 12
Never 10

As per the data collected, 31.3% of the respondents (Which is highest) fall into “once in 6 months”
and 25% falls into once in a year and 20.8% fall into “never” and 22.9% “once in amonth”.
 Q4. Which site do you prefer the most for online booking of hotels?

questions Responses

Makemytrip 22
Goibibo 18
Others 8

As per the data collected, 45.8% of the respondents (Which is highest) fall into “makemytrip”and 37.5%
falls into “goibibo” and 16.7% fall into “others” which means that makemytrip is the most preferred site in all aspects.
Q5. Do you prefer makemytrip over other websites?

question responses
yes 22
no 14
maybe 12

As we can see, 45.8% of respondents choose makemytrip over other websites and rest fallsto other
websites which means makemytrip is the mostly liked website by the consumers.
Q6. How much can you send on the packages of makemytrip?

Questions Responses
Below 5000 25
5000-10000 17
Above 10000 6

As per the respondents, 52.1% consumers like to spend below 5,000 from the website, 35.4%
consumers like to spend in the range of 5,000-10,000 from the website and rest 12.5%
consumers like to spend above 10,000.
 Chapter-V
Suggestion,
Conclusion &
References
Conclusion

MakeMyTrip is truly a world class Indian Company working in TravellingIndustry and

created a space to itself with number one position in overall traveling market with
largest revenue in its field. This is first Indian online traveling company to get listed at
NASDAQ which is pride moment for Indian businesses.

We found MakeMyTrip a very well know name among Indian travelers. Internet is
mostly full of is success story and only a few negative reports only and that too some
unsatisfied customers only. One out of 12 person book Hotel of Traveling bookings
through MakeMyTrip only. Customer satisfaction is very high among my known
person. MakeMyTrip is easily the number on Indian Online Industry.
Makemytrip is a very well known site and it is liked by many of its consumers as we
made a survey we found out that most of the consumers shop from this website and
find prices reasonable .
Makemytrip has a very good reputation in market.
Suggestion

1. There is growing number of rural people have started using Smart Phones and
with the advent of Reliance Geo, most of them are using Internet on that. So
this is a growing area and to capture this rural market, MakeMyTrip.com
should use Hindi or other vernacular Indian regional language in its interface
and app.

2. MakeMyTrip should also improve its customer satisfaction level be the brand
that they trust instinctively and take care of them. Since there is a fierce
competition, customer satisfaction is the key. Trvelling is continuous process
and it goes on as people do good in their career.

3. MakeMyTrip should also launch a lighter version of their app which is more
compatible with 2g network so that person who are not using faster Net can also
avail services.

4. As many elderly people were not comfortable in using the current make my
trip app as they thought it was too complicated for them so make my trip
should make a more user friendly app for elderly people.

5. Make my trip should do tie ups with mobile companies so that their appshould
come pre-installed in mobile sets.

6. Make my trip should make more attractive and exclusive packages for
students. As they do not have money in their pocket but have youthful energy
to travel well.

7. More offers and incentive schemes should be introduced by the company to

attract more travelers to avail its services.
8. Make my trip should do more advertisement in remote areas to makepeople
more aware about their packages.

9. Proper training should be given to their staff so that they could creategood
value for the company.

10. They should provide 3D view of hotels and other services being offered.

11. Some amount of decision making must be delegated to the employeesso that
they can confidently respond to the customer's uninvited queries

12. the tangibility should be more as we are more dependent on others forour
services

13. The should focus more upon the accuracy factor to increase theirreliability
References

 www.Makemytrip.com
 www.econimicstimes.com
 https://www.glassdoor.co.in
 http://www.managementparadise.com
 https://www.slideshare.net