A MAJOR PROJECT REPORT

ON

“SUCCESS STORY & ANALYSIS-MAKEMYTRIP.COM”

Submitted in partial fulfillment of requirement of Bachelor of

Commerce (Hons.)

B.Com. (H)-VI semester (Evening)

Batch 2018-2021

Submitted to Submitted by:

Mr. Rajvinder johal Geetika Sharma

(Assistant Professor) (Enrollment No : 41224588818)

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL,

KALKAJI
 STUDENT’S UNDERTAKING

I hereby certify that the major project work on the topic 'Analysis &
Success Story - MakeMyTrip.com’ is my original work and the content
have been researched and taken from Internet. The project is completed
under the guidance of Mr.Rajvinder Johal, Assistant Professor (JIMS
kalkaji) and this is my original work and it has never been submitted
elsewhere.

Geetika Sharma
B.Com. (Hon.)Sem.-VI (Eve.)
Enrollment No. : 41224588818

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 FACULTY UNDERTAKING

This is to certify that the major project titled 'Analysis & Success
Story - MakeMyTrip.com’ is approved as per the guidelines given.

Mr. Rajvinder Johal

Assistant Professor

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 Contents

Description Page No.

Students Undertaking 1
Faculty Undertaking 2
Acknowledgement 6
Certificate of Completion 7
Executive Summary 5
Chapter-I Introduction 8
Chapter-II MakeMyTrip.com Profile 13
Chapter-III Objectives of the Study 29
Chapter-IV Review of the Literature 40
Chapter-V Research Methodology 43
Chapter-VI Limitations of the Study 45
Chapter-VII Analysis and Findings 52
Chapter-VIII Conclusion 54
Chapter-IX Recommendation 57
Bibliography 58

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List of Table & Figures

Sl. No. Description Page No.

Fig. 2.2Company/LLP Master Data 18

Fig. 2.3Director/Signatory Details 19
Fig. 2.4 MakeMyTrip.com Stock Position 24
Fig. 2.52018-19 3rdQtr Result 26
Fig. 2.62018-19 3rd Revenue Position 26
Fig. 2.72018-19 3rdQtr Result Financial Position 27
Fig. 2.82018-19 3rdQtr Profit & Loss Account 28
Fig. 3.2.Strategy Analysis 50

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Executive Summary

This project ‘Analysis & Success Story of MakeMyTrip.com’analyses the

success story of MakemyTrip.com in Indian Tourism Industry and will give
information about its journey and becoming of Numero Uno of Online Indian
Tourism Industry and of becoming a holiday ambassador in India for normal
Indian Traveler.

MakeMYTrip.com is company working in online space and having a online

web portal for normal travelers to provide various travelling information based
on user generated queries for those who wish to book holiday
packages/hotels/air lines etc. anywhere in India/abroad.

MakeMyTrip.com, India’s leading online travel company was founded in the

year 2000 by Deep Kalra. Headquartered in Gurugram, Haryana, the company
provides online travel services including flight tickets, domestic and
international holiday packages, hotel reservations, rail and bus tickets.

As of March 31, 2018, the Company has 14 company-owned travel stores in 14

cities, including one in their office in Gurugram, over 30 franchisee-owned travel
stores which primarily sell packages in approximately 28 cities, and counters in
four major airports in India under MakeMyTrip brand. MakeMyTrip also have
offices in New York, Singapore, Kuala Lumpur, Phuket, Bangkok, and Dubai.

Throughout the project, the focus is on presenting the information and

comments in an easy and intelligible manner in respect to the successes story
of MakemyTrip.com. The data and information have been taken from internet
from various web portal and MayemyTrip.com itself. This project will be helpful
for those who want to know what MakemyTrip.com is all about.
 ACKNOWLEDGEMENT

The present work is an effort to throw some light on ' ANALYSIS &
SUCCESS STORY OF MAKEMYTRIP.COM'

With deep sense of gratitude I acknowledge the encouragement and

guidance received by my project guide Mr. Rajvinder Johal, Assistant
Professor, JIMS, Kalkaji. He has been a constant guiding force and
source of illumination for me. Without his supervision and motivation the
work would not have been possible. I would like to thank hisvaluable
advice and guidance.

I am also thankful Lastly, I thank my parents and friends for their constant
support and spared their valuable time for helping me out in this project.

Geetika Sharma

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 CERTIFICATE OF COMPLETION

This is to certify that the project work titled 'Analysis & Success Story
of MakeMyTrip.com' is a work of Geetika Sharma, enrollment no.
41224588818 who carried out the project under the partial fulfillment
for the award of the degree of B.Com (H) of Guru Gobind Singh
Indraprastha University (IPU), Delhi from Jagannath International
Management School, Kalkaji, New Delhi under my guidance. This
project work is original and not submitted earlier for the award of any
degree/ diploma or associate ship of any other University/ Institution .

Mr. Rajvinder Johal

Assistant professor

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 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 across
the 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 sector
of 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 Technology
particularly the arrival of the Internet has further expanded the scope of tourism
to 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 significant
strength 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 been
quite 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 bestowed an 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 such online
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
MakeMyTrip.com
Profile

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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 Apps
for 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 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

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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 and
other 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) PRIVATE

Company Name
LIMITED

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(Applicable
in case of company without 0
Share 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 all 19th Floor, Tower-A,B,C, Building No. 5,
or any books of account and DLF Cyber City, DLF Phase III Gurgaon
papers are 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 KUMAR
AEUPT6586L 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 notice
of 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 Travel
Agency 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 Abby Award (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, MakeMyTripinstituted
a $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 Sleeper
vehicles.

 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 actual
basis)

 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 in

3Q19 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
Objective of the
Study

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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
Review of the
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 a

worldwide impact due to Digital revolution. In Airbnb’s case tradition is in main
stream due to technology. The home stay concept is not new to tourism industry but
technology 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 online
chat or services of call centre officials in handling online service.

3. 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.

4. 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.

5. 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 for
choosing and consuming the tourism products.

6. .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.”

7. .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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- 33 -
- 34 -
 Chapter-V
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 plan
of 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. There
are 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 to
study 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.

METHODS OF DATA COLLECTION

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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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.

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 Chapter-VI
Limitations of the
Study

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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 the
study.
2. Time bound study.
3. Similar trend of study are conducted.

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 Chapter-VII
Analysis and
Findings

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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 of
Gurgaon based – MakeMyTrip.com.

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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 and
happy 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 be
listed on the US stock exchange. This was the biggest news that cameto light
was MakeMyTrip listing on NASDAQ, in August 2010.

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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

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 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,

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 and developing other new products to help transform the way Indians
travel.

 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

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  Internet marketing/e-business.
 Dedicated 24X7 customer care support and they have offices in 37 cities
across 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 is
as under:
Contact Method: Questionnaire method was used to view responses of respondents by
creating google forms. Generating 10 questions. Sample Size:

A sample size of 48 respondents was chosen. Though small sample size but it consists of
varied respondents to overcome any error at the time of generalization of result.

Q1. Age Group.

WHAT IS YOUR AGE RESPONSES

20-30 23
30-40 17

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 40-50 5
50 ABOVE 3

INTERPRETATION-
As per the data collected, 47.9% of the respondents (Which is highest) fall into 30 – 40 and
35.4% 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

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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

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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 a
month”.

Q4. Which site do you prefer the most for online booking of hotels?

questions Responses

Makemytrip 22
Goibibo 18
Others 8

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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 falls
to 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

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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.

Q7. Can you suggest other people for using makemytrip?

Question Responses

yes 24

no 15

maybe 9

As per the respondents, 50% of the consumers would like to suggest the website to
other needful consumers.

Q8. Do you find relevant hotels on the site?

Question Responses

yes 26

no 12

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 maybe 10

Q9. Do you find relevant prices on the site ?

Questions Responses

yes 54.2

no 16.7

maybe 29.2

As per the respondents, 54.2 % of the consumers find prices relevant on the site.

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Chapter-VIII
Conclusion

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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.

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 Chapter-IX
Recommendation

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Recommendations to MakeMyTrip.com

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 app
should 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.

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8. Make my trip should do more advertisement in remote areas to make
people more aware about their packages.

9. Proper training should be given to their staff so that they could create
good 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 employees

so that they can confidently respond to the customer's uninvited queries

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

13. The should focus more upon the accuracy factor to increase their
reliability

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Bibliography

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

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