FORE School of Management

Make My Trip ( An Analysis )

Under the Guidance of Prof. Sanghamitra Buddhapriya Submitted by- Group 1

Anshuman Mishra (201019) Megha Agrawal (201075) Raashi Sodhi (201112) Neha Goyal (053026) Shikha Chaudhry (201153) Julie Noyar (FY 1208)

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Acknowledgement

We thank Prof. Sanghamitra Buddhapriya for her timely suggestions and guidance in the process of making of this project. His suggestions, guidance and feedback throughout the report were very valuable and helped us in giving a direction to our report. His teachings in the classroom were extremely valuable and generated the interest of the group towards the subject and towards the making of the report. We also thank her for clearing our doubts and giving us clarity of concepts and develop the right approach towards the project. We would also like to acknowledge each other for the coordination because of which this project has been a learning experience.

Group 1 SHRM , 2012 - 2013 FORE School of Management New Delhi

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.................................................................................................................................................................................................................... 4 Business environment of Industry and organization............................ 4 Chapter 2.......................................... 2 Chapter 1.............................................................. 10 Chapter 4...................................................................................................................... 10 RECRUITMENT AND SELECTION ..... 20 Final Analysis ....................................................................................................................................................................................................... ...................................................... 8 Business strategy and its analysis...............................Table of Contents Acknowledgement ................................................................................................................................... 20 References .................................................. 19 Chapter 5.................................... 22 3 ..................................................................................................................................................... 19 Congruence between Business Strategy and HR Practices .................................................................................................... 8 Chapter 3................................................................................................................... .........................................................................................................................................................................................

India is ranked 11th in the Asia. India stands 9th in the index of relative cost of access (ticket taxes and airport charges) to international air transport services.78% of the total employment in India. According to the Travel & Tourism Competitiveness Report 2009 brought out by World Economic Forum.3 billion by 2019.Chapter 1 Business environment of Industry and organization. The ministry is planning to develop three niche products – wellness tourism. The contribution of travel and tourism to gross domestic product (GDP) is expected to be at 6. with a contribution of 6. in fact. Here is a statistic of Domestic Air Travel in India : 4 . The Tourism Market in India Tourism in India is the largest service industry.0 per cent (US$ 67. foreign tourist arrivals (FTAs) during June 2009 were 341. total Foreign Tourist Arrivals (FTA) in India were 5. Tourism today is the most vibrant tertiary activity and a multi-billion industry in India. In terms of travel.4% annual growth rate. having almost the lowest costs in the world. In 2010. The latest trend being privatization of airports. According to the Tourism Ministry of India. caravan tourism and helipad tourism this year.5 billion by 2018 at a 9.2 per cent) as compared to May 2009 (-1. There has been an improvement in the growth rate of FTAs in June 2009 (+0.000 during the month of June 2008. Some figures and trends The Aviation industry in India is booming after the privatization.9 per cent).000 as compared to FTAs of 340.78 million and India generated about 200 billion US dollars in 2008 and that is expected to increase to US$375. India represents one of the most potential tourism markets in the world. a positive growth has been witnessed for the first time in 2009.3 billion) in 2009 rising to US$ 187.Pacific region and 62nd overall in a list of 133 assessed countries in 2008.23% to the national GDP and 8.

desires and requirements. Today. It swiftly became the favored choice for organizing both business and leisure trips to India. MakeMyTrip. 2000. along with a variety of other travel services and products that are designed to satisfy the most varied of tastes. MakeMyTrip‘s rise has been led by the vision and the spirit of each one of its employees. MakeMyTrip became the preferred choice of millions of travellers who were delighted to be empowered by a few mouse clicks. with its prime focus the US-India travel market. Your trusted Travel Specialist.com is a multi-award winning company that has achieved total market dominance.com offers you a broad range of best-value international/domestic holidays and tours.1 Online Travel Agency in India.Image is sourced from . providing its customers with efficient and reliable travel services while offering the best deals and the most innovative products in the industry. The company was founded by Deep Kalra in April.Infographics: The rising Indian economy MakeMyTrip Overview MakeMyTrip Limited is an Indian leading online travel agency. for whom no idea was too big and no problem too difficult. Rapidly. MakeMyTrip offered travellers the convenience of online travel bookings at rock-bottom prices. and is the No. MakeMyTrip. brought on by a slew of new airlines. With untiring innovation and 5 . With the foresight to seize the opportunities in the domestic travel market.

Holiday Packages and Hotels Domestic Bus and Rail Tickets Private Car and Taxi Rentals MICE (Meetings. Incentives. terrorism is a pertinent issue (ej: Mumbai Terrorist Attacks). MakeMyTrip‘s Products:      International and Domestic Air Tickets. On the other side. PEST Analysis  Political The system in India is quite stable and the country encourages foreign investment. 6 . Conferences & Exhibitions) B2B and Affiliate Services MakeMyTrip‘s Market Share: MakeMyTrip is the undisputed online leader. adding a variety of online and offline products and services. with its share of the travel market extending to more than 48% of all online sales. augmenting the brand‘s already strong retail presence further. MakeMyTrip also stayed ahead of the curve by continually evolving its technology to meet the ever changing demands of the rapidly developing global travel market. Steadily establishing itself across India and the world. MakeMyTrip proactively began to diversify its product offering.determination. MakeMyTrip simultaneously nurtured the growth of its offline businesses like its franchises and affiliates simultaneously.

people use more than ever internet to book their trips Online.2 %. Economic On the one hand. 7 . The evolution of all the technologies induces people to use for anything and everything. We have also to take into account the safety of the transaction and the assurance that the trip is being rightly booked. recession has affected inbound travel.  Technological Internet has a penetration of 10. and prefer to use conventional agencies. Interfaces are design in such a way people could use easily to organize their trip. some people still not trust in these technologies.  Social Nowadays. Internet allows increasing the rapidity with which transaction can be done. there is a projection for GDP growth at a change of 6. But there is a lack of knowledge among the users. But on the other hand.9 %. But they still should believe in these online portals. Indeed.

MMT‘s business model is a simple B2C model. MMT‘s focus is not just to provide cheap tickets but to deliver an experience for the customers. Being a travel commerce website. and travel packages. hotel rooms. He further says that MMT maintains its competitive edge in the market by being ahead on the technology curve. people and process. However.‖The focus of MMT is to move beyond customer satisfaction and move towards customer delight‖. Also. The customer thus. MMT had already developed proprietary technology which would help it link all supplier sites to check the inventory and compare prices. the company believed that its own products would generate adequate revenue to successfully run the business model without depending on revenue generated from selling advertisement space on the website.Chapter 2 Business strategy and its analysis. Make My Trip. In fact. and supplier relations. the search engine the company had developed would enable it to offer the lowest possible price to the customer. In today‘s world. the travellers can get the lowest fares on the airline‘s site itself. saves a lot of time. The other key component of the business strategy would be employees having domain-specific skills in order to help MMT develop and offer suitable products and services for the travel consumer. The booking engine would also enable customers to customize the booking of their flight and hotel packages to maximize savings. Founder & CEO. Make My Trip also ensures that its suppliers‘ business is profitable because it works in an industry that is capex hungry for suppliers and they play a major role in the business model. 8 . its the experience provided to the customers that matter the most since the products and the technology cab be replicated by the competitors. Make My Trip makes this easier by listing down all available options at a glance. The customer could use either MMT website or its call centre to book air tickets. The company believed that placing of advertisements on the website might distract or divert visitors from their main objective of searching or booking travel products on MMT‘s website. There were three enabling components: technology. According to Deep Kalra.

Its advertising strategy plays a major role in capturing the mind-share of the customers. Make My Trip has advertisements in the form of TV. Internet and Outdoor. 9 . Print.

In fact over 25% of MMT‘s recruitment is from various campuses.Chapter 3 RECRUITMENT AND SELECTION As per Mr. The company looks out for smart people in selected college campuses and also from high performers in travel sector. The above figure is a screenshot of a job opportunity in Kolkata at makemytrip. This opening is posted on its own official websites.com. the recruitment process followed by MakeMyTrip is very selective and intricate as it‘s a niche sector. 10 . There is a very high set bar of requirements that the applicants have to qualify. MMT).RohitHasteer(Head HR. Its own site where it posts career opportunities both location wise and department wise. From what sources does MMT reach out to candidates:1.

They actively use internal employee referrals and internal movements to fill a number positions. Other than its own site. Selection Process: Thereis no set single pattern of selection process for all the jobs. one can presume that it visits only premier institutes for campus selection. The above is the screen shot of a number of postings on shine. makemytrip also reaches out to fresh graduates directly through campus placements at both graduate and post graduate level.com. Apart from this MMT openings can be found on almost all job portals on internet. MMT also posts its openings at a number of other job portals and groups on internet. 3. from the information available on internet. few examples of selection processes for different jobs are listed below: 1. Apart from these postings. 4. However. MMT talent hunters search proactively for qualified candidates. However. Software Developer at MakeMyTrip 11 .2.

 Phone Interview  Face to face Interview ii.Skills Test + IQ/Intelligence Test iii.Interview Details – Called for initial rounds of 2 F2F interviews including written Technical and Aptitude test. Haryana (India) Nov 2011 Negotiation Details – The organization paid well enough that there was no need to negotiate.1 F2F interview with Talent Acquisition head MMT. Process i. i. Other . Tests  Skills Test  Personality Test  IQ/Intelligence Test iii. Other  Background Check 3.Background Check 2. Tests .   Interview in Pune (India) Nov 2012 Negotiation Details – They paid what was asked for. Interviews.Applied online and the process took 4+ weeks. Process: 12 . Senior Executive Human Resources at MakeMyTrip   Interview in Mumbai (India) Mar 2012 Other Details . and a Video conferencing round with HR Head of MMT.and a Telephonic technical interview.with Salary discussions. Senior Software Developer at MakeMyTrip    Interview in Gurgaon. Interviews– 2 written [Java + aptitude[ English + quantitative + verbal + non-verbal reasoning ] ] + 2 technical interviews + 1 HR ii. So no negotiation takes place. documents required description provided through phone and email chains. and joining formalities.

The training procedure for the new recruits is very detailed and intense and it extends over a period of 2 months. MMT believes in staying the best in the industry through continuously staying ahead and going an extra mile. Some of the key initiatives are: 13 . An observation to be made is that most of the interviewees have rated the selection process from average to difficult level which may be attributed to MMT‘s inclination towards choosing the right candidate at the first go only.htm And many more such examples can be found. Importance of Logs in an application and Concepts of Multithreading.http://www. asked most of the questions on Database Performance Tuning.. We Learn. Thread Dump Analysis.glassdoor.com/Interview/MakeMyTrip-Interview-QuestionsE354629.i. We Grow!‖. Other  Background Check Source. TRAINING AND DEVELOPMENT MMT‘s motto is ―We Teach.lesser Client. With this as a background.  Round Four (F2F): Technical Round..This is achieved by undertaking a number of initiatives to enhance the skills of employees through various trainings and workshops across disciplines.Server  Round Three (F2F): Technical Round. Tests  IQ/Intelligence Test iii. asked most of the questions on Data Structures and Threads. Interview –  Round One (Written): Data Interpretation + Mathematics + English (Grammar and Passages)  Round Two (Written): Technical (Java + Database) Mostly Core Java. it lays a great focus on training and development initiatives.  Round Five (F2F): HR It was simple salary discussion round ii.

com/development. The purpose of the Talking Talent process is to have: • • • • A diverse supply of talented leaders ready.makemytrip.The appraisal discussion also known as the talking talent session at Make My Trip and involves a series of exhaustive discussion amongst all 14 . Make My Trip has implemented a strategic initiative in this regards called as the Talking Talent Process. The term ‗Talking Talent‖ refers to the essence of demonstrated talent identification and development.      Grow Leaders Program Classroom Sessions Experiential Learning Offsites Self Initiated Learning Sessions Leadership Connect Sessions with eminent personalities across walks of life Study Program with A-Listed B-Schools across the country Source.php A specific example of building mid-level talent pipeline can be taken to understand MMT‘s T&D philosophy. willing and able to take on new and different challenges A common framework to differentiate performance and the predictive indicators of future potential A talent pipeline which is full and flowing No delay in project delivery or losing business opportunities due to critical positions being vacant To achieve the above objectives the Talking Talent process is divided into:    Strategic alignment Developing a competency framework Talent assessment –360 degree assessment is done for all employees at manager and above level to identify competencies and learning agility which is a predictor of potential. well integrated to the business context of MakemyTrip and dynamic.http://careers. The process is transparent.  Talking Talent session.

they work with full heart and mind. the focus will be on how MMT manages to maintain a motivated and satisfied workforce. Training Interventions Source.ApekshaPoojary. and after the work they are expected to live their own life.   Creation of Individual Development Plans Special assignments . Healthy Meals. Ms.The coaching sessions give insights to the employees about their strengths and weaknesses and how to develop the same. The Strategic Development of Mid-Level Talent (A Project on MakemyTrip. There are a number of perks with the hidden motive to bring balance into the employee‘s life. MMT tries to ensure that when their ―Trippers‖ are at work.Jenny Benoy. in this section.   Coaching sessions . 2012 PERSONNEL MANAGEMENT Personnel management refers to obtaining. daily catered lunch.com). and Happy Hours! 15 . learning agility or career stallers and stoppers).the Leadership Team members and an external consultant about each candidate on performance and potential. Benefits like casual dressing. Therefore. Makemytrip‘s ways of sourcing candidates and developing them has already been discussed in previous sections. All the teams enjoy a variety of benefits including:       Top-of-the-line technology Owning a share of Make My Trip Work from home flexibility Comprehensive benefits to meet life needs like Transport. work from home and many such other things are aimed to enhance the employee‘s life. Fitness Program Holistic Development Team trips. and free air conditioned cabs. using and sustaining a satisfied workforce.Each assignment at MakemyTrip is so designed that it focuses on certain developmental needs (competency. company retreats.

accessibility and openness of senior team members. carbon footprint offset. compensation. tree plantation mentoring kids. eye camps source-Source .makemytrip.Source.in/articles/cover-story/2-make-my-trip-having-fun-work Performance Appraisal & Compensation Make my trip ensures that a keen eye of observation for Performance Appraisal in the organization.php Apart from the above mentioned features other few activities that characterize life at makemytrip. aggressive team members with a passion to win and a fun@work culture. career growth.http://peoplematters.sponsoring a green patch. TT tournaments corporate social responsibility. pride in being a part of the Online Travel Agency industry leader. ―Performance is a great function of circumstances and situations.doctor visits.Udyan care employee welfare initiatives. IIT.com/about-us/life@mmt.http://careers. Source. But the ability for learning can be exhibited anywhere and that is the right judge of the person‘s potential and performance 16 . rock bands. Make my trip believes in the learning ability of the employees.php An internal survey was conducted on few existing employees and new hires from top technology and business management institutes like IIM.com include:     fun@work. ISB. included: their role and the empowerment they get. These associates had offers from various other multi-national organizations but accepted MakeMyTrip offers.http://www. The entire focus is not only on the performance of the employee but greatly on his potential and inherent talent. recognition.com/lifeatmmt. Few of the insights that were received from MMT employees on what makes it a great place to work.theme days. having colleagues as friends.makemytrip.

potential assessment. At Make my Trip. Not only do they align their HR policy to the overall business strategy of the company. Their performance incentives are part of Best HR practices across industries. competency enhancement. Employees get ESOPs and can calculate their own bonuses. Employees who exhibit strong team working spirit are rewarded.capabilities. There is a feedback mechanism for all HR practices and communication is encouraged. programmes as well as career planning. therefore there is complete transparency and fairness in rewards. One typical question he asks is. and also ensures that the people are well equipped to be able to deliver on these goals. HR with the help of management objectively defines the business goals for the organization and also runs the reward strategies to drive the same. Offsites are common. promotions and hiring. one should be capable of working in conditions of change and of handling different types of people‖ says MrHasteer. HR is the anchor that keeps the business and its people aligned towards one common goal. ―Does the person know what to do when he has not been told what to do?‖ At Make my Trip. Our appraisal mechanism gives equal weightage to values and KRA‘s as well as contribution towards the collective goal of the group. birthdays and festivals are celebrated in-house. HR‘s dual role of being a support function and a business partner. Building trust is very important. This also means they ensure that the talent acquisition and training and development are in sync with the business goals. they also increase employee commitment and capability by their performance management. They also believe in creating a ―family atmosphere‖ in the workplace to create friendly sociable workers. HR plays a role in ensuring goals are ambitious yet achievable. which are linked to performance. it is imperative that HR involves itself in critical business decisions and therefore in the organizational goal setting process. Head of Performance appraisal at MMT. One should be flexible and able to adapt as per the situation. 17 . Our bonus variable plans are designed in a way that it is directly co-related to the unit as well as the company‘s performance.

West and Gujarat get rewarded. ―am-part-of-it‖ factor. Apart from a big round of applause when the award is announced at the employee‘s desk—the winner takes home cash rewards. It‘s a coveted recognition. Setting a high-performance. Star Extraordinaire and Star Leader which are all given out during the bi-annual town hall meetings—attended by everybody from the CEO to the support staff. a flag and some stars to brand their work stations.‖ says founder and CEO Deep Kalra.There‘s an entire galaxy of rewards to choose from including the Star Performer. given out monthly to sales executives with the highest sales for the month or for non-sales staff who have made a significant contribution to the organisation in their function. all the time! 18 . ―Our recognition policies help maintain a healthy atmosphere in the competitive corporate environment reinstating a feel good. East.Take the HallaBol award. More than the company-wide communication. The HallaBol scheme is well-planned—about 10 per cent of employees in the company‘s different operational regions like North. To ensure the race to achieve sales revenue and bring more business in doesn‘t come at the cost of compromising the company‘s values. for example. the physical branding of being awarded has played a big part in making this an award employees aspire for. South. high-reward culture can lead to the proverbial corporate dog-eat-dog world. MakeMyTrip has worked out a formula where everybody wins—and that too. Clearly. MakeMyTrip has also introduced schemes that reward employees who demonstrate company values in their daily work.

Thus. i. The having fun at work philosophy of Make My Trip focuses upon the employees having a good time while working making them become more loyal and productive than ever before. The team has successfully managed the expansion of MakeMyTrip where the company has grown to thrice its size in three years.e. Self Initiated Learning Sessions offer the employees to renew their skills and competencies. Open Door Policy and hiring the right people. Classroom Sessions. It intends to become a one stop solution for trip bookings through provision of registration through railways. etc. To be the best in the industry. Experiential Learning Offsite. ―Does the person know what to do when he has not been told what to do?‖ This is the kind of initiative that he looks for. programs like Grow Leaders Program. All the best practices followed in the workplace. it has to focus upon offering the best HR practices in the domain. To begin with. it has to take care of building customer delight offering the best and the quickest services to its customers. For training and development.Chapter 4 Congruence between Business Strategy and HR Practices Make my trip has a primary focus on creating a niche for itself offering customer delight. roadways. a flat organization. informal processes. 19 . Also the entire focus is not only on the performance of the employee but greatly on his potential and inherent talent. the team hires people with unique bent of mind with creative ideas and great talent at implement the strategic goals and objectives. a friendly culture. One typical question he asks is. airlines.

its nascent nature 20 . Therefore managing talent is a prime focus which ensures that people development strategy and HR processes are in line with organizational needs. and a fun environment. Therefore MMT is conscious to hire only those who fit the MakeMyTrip culture and values to 100%. Their focus is to hire for people with a constant adrenaline rush that keeps them going tirelessly at all times to deliver their best and also challenge themselves each time with a bigger goal. Hence there is an imperative to focus on people and ensure they are given plenty of growth and learning opportunities. New developments and changes in the dynamic online industry make it important that people are agile to change with the happening around them. Another concern is that being a growing company. Hiring the right people for the right job remains another area of focus. As a part of the initiative. This poses a challenge for HR to ensure that people remain motivated to actively engage themselves in constant knowledge up gradation. people have their hands full and are constantly multi-tasking which makes it difficult to pay much attention on investing in knowledge enriching activities which do not provide instant visible gains. The last crucial priority is building a great workplace.Chapter 5 Final Analysis As MMT has established itself as the market leaders. For MMT Fun@Work is not a jargon. Further. a career path. but a value that is imbibed which defines the true spirit the organization. MMT strongly believes in giving employees great learning. Thus there is a challenge to motivate them to upgrade their existing knowledge base. Constant learning and upgrading of knowledge is essential to maintain a competitive edge. MMT seeks the best-inclass talent from the market to ensure that the quality of products and deliveries is world class. The nature of the online travel industry is such that it is highly dynamic. MMT has encouraged identifying the first batch of leaders who will undergo a critical talent development initiatives. it is imperative for them to leverage their position as an ‗Employer of Choice‘ and also offer people plethora of growth opportunities.

the HR team ensures that they offer the employees a culture of freedom. wherein at least one HR person sits at every floor. empowerment and excitement. Special care is taken to keep employees engaged and motivated despite the hectic work schedule.also makes nurturing of talent important because the required talent is not readily available in the market. This ensures that the employees always have someone within their reach to put forward their queries to and get an instant direction/ resolution. 21 . All three HR functions . HR‘s biggest responsibility at MMT remains to ensure a balance between business goals and people-centricity in all company policies. The HR department is highly responsive and follows the philosophy of ―happy employees make happy customers‖. To keep the uniqueness and essence of MakeMyTrip.recruitment. operations and organization development work in tandem to ensure that employees‘ are kept happy and engaged at the workplace. This ensures that each morning the employee looks forward to reach office and start a new day. The SPOC (single-point-of-contact) model is followed in the organization.

2012 )  http://peoplematters.com/lifeatmmt. 2012 )  http://www.php ( accessed on 25 November.htm ( accessed on 25 November.References  http://careers.glassdoor.makemytrip.com/about-us/life@mmt. 2012 ) 22 .makemytrip.makemytrip. 2012 )  http://careers.php ( accessed on 25 November.in/articles/cover-story/2-make-my-trip-having-fun-work ( accessed on 25 November.com/Interview/MakeMyTrip-Interview-Questions-E354629.com/development. 2012 )  http://www.php ( accessed on 25 November.

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