Abstract

The case “MakeMyTrip – Leading the Indian Online Travel Industry, But Weak on Profits,” traces the growth of MakeMyTrip Private Limited (MMT) that was considered to be the market leader in the Online Travel Agency (OTA) business in India. The case starts out by mentioning the entrepreneurial journey of MMT’s chief founder, Deep Kalra. It then describes the measures taken by the company to grow the OTA business in India, where Internet penetration was low and hesitancy to do online transactions was high. Later, the case documents MMT’s shift in focus from flight ticketing business to the hotels and holiday packages businesses that had comparatively higher margins. The case also mentions the various technologies and innovations that the company adopted to improve its service offering. The case concludes with a look into the challenges faced by the company and its prospects for future growth.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Apply the services marketing mix framework to a company
• Design a market penetration strategy for a company
• Assess the impact of acquisitions in providing a company with market position and technological know-how

Keywords

Online Travel,Market Penetration,Service Industry,Services Marketing Mix,Acquisition,Innovation,Entrepreneur,Service Differentiation,Services Marketing Triangle,Ansoff Matrix,Acquisitions,Porter’s Five Forces,Bundling Services,Hotel Industry,B2B