Name-

Divya Bahl

Roll Number-
074074
Submitted to-
Professor Ravinder Kumar Verma

Course-
Exponential Technologies in Business
Table of Contents-

S.No. Topic …………………………………………………Page No.

a. Acknowledgement and Declaration .………….……………2

b. Introduction……………………………………….………...3
c. Methodology……………………………………….……….3
d. Report
01. About the Company……………………………..……..4
02. Business Products and Services…………………….…4
03. Business Value Chain……………………………..…..5
04. Revenue Model and Role of IS………………………..6
05. Supplier Relations………………………………….….8
06. Managing CRM, HRM and other Business Functions...9
07. Business Functioning Process…………………………10
08. Business Intelligence………………………………….11
09. Security Application…………………………………..12
10. Operational Technology………………………………12
11. Use of Emerging Technology………………………...12
12. Threats to the Business………………………………..13
13. Comparison Analysis…………………………………14
14. Recommendation ..……………………………………16
e. Limitations…………………………………………………17
f. Bibliography………………………………………………..18
g. Appendix …………………………………………………..19
 a. Acknowledgement
I would like to express my heartfelt appreciation to Professor Ravinder Kumar Verma at FORE
School of Management for his invaluable guidance and support throughout the development of
this project on "Exponential Technologies in Business." His expertise, encouragement, and
insightful feedback have greatly contributed to my understanding of the subject and the overall
quality of this work.

I also wish to acknowledge my peers at FORE School of Management for their collaboration and
for sharing valuable resources and ideas. The spirit of teamwork and constructive discussions
within our group have significantly enriched this project.

Additionally, I extend my gratitude to my family and friends for their unwavering support,
encouragement, and motivation during this journey. Their belief in my abilities has kept me
focused and inspired.

Thank you all for your contributions that made this project possible.

b. Declaration
I hereby declare that the project titled "Exponential Technologies in Business" is my original
work and has been prepared under the guidance of Professor Ravinder Kumar Verma at FORE
School of Management. This project is submitted in partial fulfillment of the requirements for
the completion of my course.

I affirm that this work has not been submitted previously for any degree or examination at any
other institution and that all sources of information and contributions have been duly
acknowledged.

I understand the academic integrity policies of FORE School of Management and affirm that I
have adhered to these standards throughout the course of this project.

Name: Divya Bahl

Roll Number: 074074
Date: 30 December 2024
 c. Introduction
This project analyzes the business case of MakeMyTrip, focusing on its diverse offerings in
travel solutions, from physical arrangements to digital services and personalized consulting.
Ranging from value chain, logistics, operations, marketing, highlights its competitive advantage.
MMT’s revenue model includes direct sales from bookings, subscription services, and
advertising revenue, with information systems facilitating transactions, optimizing inventory, and
enhancing customer interactions. Key functions such as customer relationship management
(CRM), human resource management (HRM), and supply chain management (SCM) work
synergistically to boost customer satisfaction and operational efficiency. Moreover, business
intelligence tools provide valuable data insights for informed decision-making. MakeMyTrip
emphasizes security through robust information systems, exploring emerging technologies like
artificial intelligence (AI) and blockchain to enhance service and transaction security. Social and
ethical considerations also shape its business practices and brand image, with a focus on data
privacy, sustainability, and innovative technologies.

This report will outline the findings, discussions, and conclusions, offering a comprehensive
analysis of MakeMyTrip's operations within the competitive travel industry landscape.

d. Methodology
● Data Type

This project employs both qualitative and quantitative data to analyze MakeMyTrip’s operations
and market positioning. Qualitative data includes insights from industry analysis and case
studies, while quantitative data focuses on user statistics, revenue models, and market share.

● Data Source
● Company Reports and Financial Statements
● Market Research Reports
● Academic Journals
● News Articles

● Data Collection Methods

● Literature Review
● Case Studies
● Surveys and Interviews
● Comparative Analysis
 e. Report
01. About the Company
MakeMyTrip (MMT), founded in 2000, is a premier online travel company in India that
addresses a wide range of travel needs for both domestic and international markets. With over 69
million lifetime transacted users and 68 million monthly active users, MMT is recognized for
providing seamless booking experiences for flights, hotels, and holiday packages. The company
also offers services such as homestays, activities, and corporate travel solutions. Committed to
innovation, MMT has introduced features like TripMoney for financial services and AI-driven
solutions to enhance customer experiences. It has received accolades like the "Most Inclusive
Companies Index" and the "Future Ready Organization Award," positioning itself as a super-app
for modern travelers while promoting sustainable tourism.

02. Business Products and Services

MakeMyTrip (MMT) has carved a niche for itself as a go-to travel companion for millions of
people looking to explore, escape, or simply get where they need to go. Since its establishment,
MMT has transformed the travel experience, becoming a trusted partner for both leisure and
business travelers.
● Travel Companion: MMT provides a vast selection of flights and over 184,000 hotels,
ranging from luxurious resorts to budget-friendly accommodations.
● Convenient Transport Options: The platform facilitates bus and rail ticket bookings,
ensuring diverse travel options through various comfortable services.
● Travel on the Go: The user-friendly MMT app allows customers to book travel from their
smartphones, providing e-ticket management and real-time updates.
● Tailored Adventures: MMT offers customized holiday packages and personalized trip
planning to meet individual preferences.
● Financial Safety: Essential services such as foreign exchange and travel insurance
enhance customer financial security during travels.

Through its wide array of products and services, MakeMyTrip makes traveling not just simple,
but enjoyable and memorable. By staying attuned to the needs and desires of travelers, and
employing the latest technology, MMT has earned a reputation as a vital travel partner. Whether
planning a holiday or a quick business trip, MakeMyTrip is dedicated to cater to the needs of the
customers for unforgettable experiences, making every journey feel special.
 03. Business Value Chain

1. Inbound Logistics- Supplier Relationships and Partnerships

● Collaborates with a wide range of suppliers including airlines, hotels, car rental
companies, and rail operators. This diverse network enables comprehensive travel
solutions. Strategic alliances with companies like RedBus facilitate bus ticketing,
enhancing travel options for customers.

2. Operations- Booking Platform and Technology Integration

● Booking Platform: The business operates multiple platforms (MakeMyTrip, Goibibo) that
handle over 200 million transactions annually, featuring real-time availability of flight
and hotel options. Utilizes cloud technologies for maintaining operational agility and
scaling during peak seasons like summer travel or festive periods.

3. Outbound Logistics- Ticket Delivery and Mobile Accessibility

● Instant digital delivery of tickets via email and mobile apps ensures customer
convenience and satisfaction. The apps support offline access to previously booked
itineraries, enhancing user experience during travel.

4. Marketing & Sales- Branding and Customer Acquisition

● MakeMyTrip enjoys a strong market presence with a brand awareness score of
approximately 63%. Their omnichannel marketing strategy includes TV ads and digital
marketing targeted at various demographic segments. Engagement in seasonal promotion
and social media for targeted campaigns, addresses their trends and customer needs.

5. Service- Customer Support and Cancellation Policies

● Provides 24/7 customer service through multiple channels including live chat, phone, and
social media to address traveler issues immediately. Innovative offerings like "Cancel For
Any Reason" enhance customer trust by providing flexibility in bookings.

6. Technology Development- Data Analytics and App Development

● Employs advanced analytics to forecast travel trends and optimize pricing strategies.
Continuous iteration on mobile apps to improve user interface (UI) and user experience
(UX), keeping up with modern design standards and user demands.

7. Procurement- Negotiation with Suppliers and Diverse Product Offering

● Leverages its market position to negotiate favorable terms with suppliers, which is vital
to competitiveness in pricing for end consumers.
● Curates packages that include not just air travel but integrated services (hotels, cabs,
sightseeing) catering to various customer preferences.
 04. Revenue Model and Role of IS
MakeMyTrip's success stems from a diversified revenue model and effective use of (IS).
Their revenue of $783 million in FY24 is generated through several core streams and distributed
across various channels.

Core Revenue Streams:

● Air Ticketing
MakeMyTrip earns commission on each flight booking across its platforms
(MakeMyTrip, Goibibo, RedBus). Despite significant customer discounts ($116.4
million), this segment generated $201.2 million in revenue in FY24, demonstrating the
high volume of transactions.
● Hotels & Packages
This is their most lucrative segment, generating $435.5 million in revenue. The high
margin (17.6% of gross bookings) indicates efficient operations and pricing strategies.
● Bus Ticketing (RedBus)
RedBus's dominant market share (75% of India's online bus ticketing) translates to
substantial revenue ($92.7 million in FY24) and profit.
● Others
This encompasses ancillary services like forex, insurance, car rentals, and cabs,
contributing $53 million – a significant increase of 62.3% year-on-year, indicating
growth potential in these areas.

Revenue Channels:
● B2C (Business-to-Consumer): This is the primary channel, leveraging the MakeMyTrip,
Goibibo, and RedBus brands to reach individual customers directly through their apps
and websites. The high number of app downloads and website visits underscores the
popularity and reach of these platforms.
● B2B (Business-to-Business): MakeMyTrip caters to corporate clients through MyBiz and
Quest2Travel, managing bulk bookings and contributing a growing 12% to overall
revenue.
● B2B2C (Business-to-Business-to-Consumer): Affiliate partnerships with platforms like
Amazon Pay and Google Pay expand reach by integrating MakeMyTrip's services into
other apps, generating revenue without directly managing all customer interactions.
● Ancillary Services: TripMoney (insurance) and BookMyForex provide additional revenue
streams, further diversifying income and reducing reliance on core travel booking
services. The large number of forex users (1.2 million) highlights the success of this
segment.
Role of Information Systems (IS):
MakeMyTrip's success heavily relies on robust IS. Their platforms need to handle a massive
volume of transactions, manage complex booking systems (flights, hotels, buses), integrate with
various partners (airlines, hotels, bus operators, payment gateways), and provide personalized
user experiences. Effective IS is crucial for:
● Transaction Processing
Efficiently handling bookings, payments, and confirmations.
● Inventory Management
Real-time updates on flight and hotel availability.
● Customer Relationship Management (CRM)
Personalized offers, customer support, and data analysis for targeted marketing.
● Data Analytics
Tracking booking trends, optimizing pricing, and identifying growth opportunities.
● Integration with Partners
Seamless connections with airlines, hotels, and other service providers.
● Security
Protecting sensitive customer data.

In conclusion, MakeMyTrip’s success is built on a multifaceted revenue model supported by a

sophisticated IS infrastructure that allows for high transaction volumes, efficient operations, and
a personalized customer experience. The continued growth in ancillary services and expansion
into B2B and B2B2C channels demonstrate their strategic vision and adaptability within the
travel industry.
 05. Supplier Relations
MakeMyTrip's coordination of planning, production (in their case, service delivery), and logistics with
suppliers, and the integration of various business functions, are heavily reliant on information systems.

1. Coordination with Suppliers (Airlines, Hotels, etc.):

● Planning: MakeMyTrip forecasts demand based on market trends, seasonality, and customer data
(from CRM). This informs negotiations with suppliers for optimal pricing and inventory
allocation.
● Production (Service Delivery): MakeMyTrip doesn't directly "produce" anything; their service is
the facilitation of travel bookings. This involves real-time access to supplier inventories (flights,
hotels) through API integrations, ensuring accurate availability shown to customers.
● Logistics: This aspect is mostly handled by the suppliers (airlines transporting passengers, hotels
providing accommodation). MakeMyTrip's role involves ensuring smooth information flow,
confirming bookings, and providing customer support if issues arise during the travel process.
● IS Role: The IS infrastructure enables real-time inventory updates from suppliers, facilitates
online booking and payment processing, manages communication between MakeMyTrip and
suppliers, and allows for efficient monitoring of service performance.

2. Integration of Business Functions:

● CRM: Customer data (preferences, booking history) is used to personalize offers, target
marketing campaigns, and improve customer service. This information is also used for demand
forecasting (planning).
● HRM: A well-trained workforce is crucial for managing customer interactions, negotiating with
suppliers, and maintaining the IS infrastructure. HRM ensures adequate staffing levels across
different departments.
● SCM: The IS enables efficient management of supplier relationships, real-time inventory updates,
contract management, and performance monitoring.
● Finance & Accounting: The IS tracks transactions, manages payments, generates financial
reports, and supports accounting processes. Financial data informs pricing strategies and
investment decisions.
● Operations: The IS underpins the daily operations, streamlining booking processes, customer
service, and internal communication.

Use of IS: MakeMyTrip's IS is the central nervous system that integrates all functions. It involves:
● API Integrations: Connecting with numerous airlines, hotels, and other service providers.
● Real-Time Data Processing: Handling large transaction volumes and ensuring data accuracy.
● CRM Software: Managing customer interactions and personalization.
● ERP Systems: Integrating finance, operations, and supply chain data.
● Data Analytics Tools: Analyzing data to optimize pricing, marketing, and resource allocation.

In essence, MakeMyTrip's success relies on a well-orchestrated system where planning, production

(service delivery), and logistics are seamlessly integrated through a robust IS infrastructure that supports
all other business functions. This allows for efficiency, cost-effectiveness, and a superior customer
experience.
 06. Managing CRM, HRM and other Business Functions
a. Customer Relationship Management (CRM)
● Processes: Customer data collection, segmentation, personalized marketing, support
services.
● Interaction with Management: Management utilizes CRM data to make informed
marketing strategies and enhance customer satisfaction.
● Technology: CRM software integrates customer information across multiple channels,
facilitating easier access to data.
● Outcomes and Impacts: Improved customer retention rates and enhanced customer
service experiences lead to increased loyalty and lifetime value.

b. Human Resource Management (HRM)

● Processes: Recruitment, performance management, employee training, and development.
● Interaction with Management: HR policies and workforce planning align with
organizational goals and culture.
● Technology: HRM systems facilitate employee tracking, performance analytics, and
recruitment processes.
● Outcomes and Impacts: Enhanced employee satisfaction and retention rates, leading to a
more skilled and committed workforce that drives company growth.

c. Supply Chain Management (SCM)

● Processes: Partner management, service delivery coordination, inventory management.
● Interaction with Management: Management uses SCM analytics to optimize processes
and build strategic alliances with suppliers (e.g., airlines, hotels).
● Technology: Integrated platforms and APIs enable real-time tracking and management of
travel inventory and bookings.
● Outcomes and Impacts: Streamlined operations reduce costs and increase efficiency,
resulting in better service quality for customers.

d. Finance and Accounting

○ Processes: Budgeting, forecasting, transaction management, financial reporting.
○ Interaction with Management: Financial analytics inform strategic decision-making and
resource allocation.
○ Technology: Advanced accounting software integrates financial data across departments,
providing real-time insights.
○ Outcomes and Impacts: Improved financial health and investor confidence through
transparent operations and effective financial management.
 07. Business Functioning Process
1. Data Collection and Integration
● Customer Interactions: Data from bookings, searches, clicks, and feedback across
platforms (website and mobile app).
● Market Research and Competitive Analysis: External data sources and market surveys
provide insights into industry trends and consumer preferences. Monitoring competitor
pricing, promotions, and service offerings to inform strategic decisions.
●
2. Analytics and Reporting
● Descriptive Analytics: MMT uses historical data to analyze past performance, helping the
company understand which services are high in demand and during what periods.
● Predictive Analytics: Advanced analytics models anticipate future trends, such as
seasonal travel patterns or price sensitivity among customers. For instance, using
machine learning algorithms, MMT can optimize pricing based on predicted demands.
● Real-Time Dashboards: Managers have access to visual dashboards that present key
performance indicators (KPIs) in real-time, allowing for immediate insights into business
performance metrics, such as booking rates, revenue generation, and user engagement.
●
3. Customer Insights and Segmentation
● Personalization: BI tools analyze customer behavior and preferences, allowing MMT to
tailor marketing strategies. For example, personalized recommendations can be generated
based on past bookings, increasing conversion rates and enhancing customer satisfaction.
● Segmentation Analysis: Data is segmented to target specific customer groups based on
demographics, booking habits, and price sensitivity, helping MMT design campaigns that
resonate with different market segments.
●
4. Operational Efficiency
● Performance Monitoring: BI tools track the efficiency of various business functions,
including marketing performance, customer service response times, and operational
bottlenecks, enabling agile adjustments in strategies.
● Sales Forecasting: Accurate forecasting capabilities allow MMT to adjust inventory and
operational resources according to anticipated demand, improving service delivery.
●
5. Strategic Decision Making
○ Data-Driven Strategies: The integration of BI allows MakeMyTrip's management to
make informed decisions on product offerings, marketing campaigns, and service
improvements based on comprehensive data analysis.
○ Risk Management: By analyzing market conditions and internal metrics, MMT can
better identify potential risks (e.g., economic downturns or competitor actions) and
strategize accordingly to mitigate those risks.
 08. Business Intelligence
MakeMyTrip prioritizes customer security and operational reliability through a comprehensive
range of applications and information systems:
1. Data Protection and Encryption
● Encryption Protocols: Utilizing Secure Socket Layer (SSL) certificates ensures
the protection of sensitive customer data during transmission.
● Secure Storage Systems: Customer data is stored in secure databases with
restricted access to prevent unauthorized breaches.
2. Cybersecurity Measures
● Real-time Monitoring: Continuous monitoring systems detect and respond to
suspicious activities or potential threats.
● Third-Party Security Audits: Regular external audits identify and rectify system
vulnerabilities.
● Incident Response Plan: MMT has a structured plan to address security breaches,
including recovery and notification protocols.
3. Fraud Detection Systems
● Machine Learning Algorithms: These analyze transaction patterns to identify and
alert on anomalies quickly.
● Multi-Factor Authentication (MFA): MFA enhances security for customer logins
and transactions by requiring multiple identity verifications.
4. Compliance and Regulatory Standards
● GDPR and CCPA Compliance: MMT adheres to stringent data protection
regulations, including obtaining consent for data usage.
● Documentation Framework: Clear documentation of data security policies ensures
compliance among employees.
5. Integration of Information Systems
● Enterprise Resource Planning (ERP): ERP systems streamline operations across
departments while ensuring data integrity.
● Customer Relationship Management (CRM): The CRM system manages
customer data securely.
● API Security: Integration with external providers includes robust API security to
allow only authenticated requests.

MakeMyTrip’s strategic focus on security applications and information systems fosters customer
trust and boosts operational efficiency. This commitment not only enhances decision-making and
customer engagement but also strengthens the company's reputation in the competitive online
travel industry.
 09. Security Application
● Data Encryption: MakeMyTrip employs SSL certificates and advanced encryption
protocols to protect sensitive customer data during transactions.
● Cybersecurity Initiatives: Regular third-party audits and penetration testing help identify
and address vulnerabilities.
● Fraud Detection Algorithms: Machine learning techniques analyze transaction patterns
for potential fraud, enabling quick responses to anomalies.
● Compliance with Regulations: MMT adheres to global data protection laws, such as
GDPR and CCPA, to maintain consumer trust and avoid legal penalties.

10. Operational Technology

○ Cloud Computing: Partnerships with AWS and Google Cloud ensure reliability and
scalability, especially during peak travel periods.
○ Mobile Technology: A mobile-first strategy addresses the fact that approximately 70% of
travel bookings in India are made via mobile devices.
○ Artificial Intelligence (AI): AI personalizes user experiences, optimizes customer service
with chatbots, and generates recommendations based on user behavior.
○ Big Data Analytics: MMT processes large volumes of user data to identify trends,
forecast demands, and refine marketing strategies.

11. Use of Emerging Technology

1. Artificial Intelligence (AI):
● Dynamic Pricing Models: AI algorithms adjust prices in real-time based on data
analysis, optimizing revenue.
● Chatbots and Virtual Assistants: These tools provide 24/7 support, improving response
times and freeing human agents for complex issues.
● Predictive Analytics: Anticipates customer needs using historical data, facilitating
personalized marketing.
● Sentiment Analysis: Analyzes customer feedback to gauge satisfaction and guide
improvements.
● Personalized Recommendations: Machine learning models enhance user experience with
tailored travel suggestions.
2. Blockchain:
● Smart Contracts: Automate agreements with partners, balancing efficiency and disputes.
● Secure Transactions: Provides a decentralized ledger for secure, traceable, and fraud-
resistant transactions.
● Identity Verification: Streamlines identity verification to enhance customer safety.
● Loyalty Programs: Enables flexible and transparent management of loyalty rewards
across platforms.
 12. Threats to the Business

Direct Threats
1. Intense Competition from Domestic OTAs: EaseMyTrip and ixigo
● EaseMyTrip: This competitor has gained traction through its no-convenience-fee
approach and rapid booking processes, attracting price-sensitive customers.
● ixigo: With a stronghold in railway and bus bookings (47.7% market share in
OTA rail), ixigo poses a direct threat by appealing to budget travelers.
2. Competition from International Players: Booking.com and Expedia leverage extensive
global networks and vast inventories, which allows them to offer competitive prices and
comprehensive service packages, posing a direct challenge to MMT’s market share.
3. Pricing Pressure: The highly competitive landscape leads to aggressive pricing strategies
from competitors, making it challenging for MMT to maintain its margins while also
appealing to cost-conscious travelers.
4. Technological Vulnerabilities: Increased cyber threats targeting digital platforms expose
MMT to risks related to data breaches, which can directly affect customer trust and
business operations.
5. Loss of Supplier Relationships: Dependency on airlines and hotel providers means that
any disruption in these partnerships—such as a supplier raising prices or changing terms
—can directly impact MMT’s ability to offer competitive deals.

Indirect Threats
1. Economic Fluctuations: Broader economic challenges decrease travel demand, indirectly
impacting all industry players.
2. Changing Consumer Preferences: Evolving expectations for personalized experiences
may lead to lost business if MMT fails to adapt.
3. Regulatory Changes: New data privacy regulations increase operational challenges and
costs, indirectly affecting profitability.
4. Technological Advancements by Competitors: Faster adoption of new technologies by
competitors can attract MMT’s customers and weaken its competitive edge.
5. Market Saturation: Growing market saturation may lead to diminishing returns and a
decline in profitability for MMT and its peers.
6. Environmental Regulations and Sustainability Expectations: Increased focus on
sustainability can indirectly impact MMT if it does not prioritize eco-friendly options.
7.

This classification of threats into direct and indirect categories provides a clearer understanding
of the potential risks that MakeMyTrip may face in the competitive landscape of the travel
industry. Monitoring and addressing these threats is crucial for MMT’s strategic planning and
operational resilience.
 13. Comparison Analysis
The Indian online travel agency (OTA) market is fiercely competitive, exhibiting both industry-
wide and company-specific dynamics.

Industry-Level Competition:
● Fragmentation and Consolidation: The market is fragmented, with several players vying
for dominance. However, a trend towards consolidation is visible, as evidenced by
Flipkart's acquisition of Cleartrip. This suggests that larger players are seeking to expand
their market share and service offerings through mergers and acquisitions.
● Emerging Competitors: Beyond established OTAs, new players from e-commerce
(Paytm, Flipkart, Amazon) and meta-search engines (Skyscanner, Google Flights) pose a
growing threat. These companies leverage existing user bases and technological
advantages to encroach on the OTA market.
● International Pressure: Global giants like Booking.com, Expedia, Airbnb, and Agoda are
increasingly focusing on the Indian market, bringing vast resources and global expertise
to bear on the competition. Their established brand recognition and extensive inventories
create significant challenges for domestic OTAs.
● Diverse Travel Needs: The Indian market presents diverse needs, ranging from budget-
conscious travelers to those seeking luxury experiences. This requires OTAs to offer a
diverse range of services and pricing strategies to cater to this broad spectrum. The
competition extends across different modes of transport (air, rail, bus) and
accommodation (hotels, homestays).

Company-Based Competition:
● Ixigo: Poses a significant threat, particularly in the rail and bus segments where it holds a
dominant market share. Ixigo's success in Tier II and III cities, its multi-lingual app, and
its focus on the "next billion users" directly challenge MMT's broad market strategy.
MMT needs to improve its rail offerings and expand its reach into smaller cities to
compete effectively.
● EaseMyTrip: A strong competitor focusing on low-cost, no-frills approach. While this
strategy limits appeal to higher-spending customers, it effectively captures the budget-
conscious segment, a bigger portion of the Indian market. MMT must maintain
competitiveness in pricing and efficiency to avoid losing market share in this segment.
● Yatra: While primarily strong in the B2B market, Yatra is also a competitor in the B2C
space. Its established presence and growing hotel market share, though smaller than
MMT's, present ongoing competition. MMT needs continuous innovation to have lead.
● Cleartrip (now part of Flipkart): Cleartrip's integration with Flipkart presents a major
challenge. Leveraging Flipkart's extensive user base and logistics capabilities, Cleartrip
could significantly increase its market penetration. MMT needs to account for this
enhanced competitive force.
Indirect Competitors:
● IRCTC: The Indian Railways Catering and Tourism Corporation (IRCTC) dominates the
online rail booking market. While not a direct OTA competitor in the same way as the
others, IRCTC's strength in rail significantly impacts MMT's efforts to grow in that
sector.
● Metasearch Engines (Skyscanner, Google Flights): These platforms don't directly sell
travel but drive traffic to OTAs. If they choose to increase their direct booking
capabilities, they would directly compete with MMT.
● E-commerce Giants (Paytm, Flipkart, Amazon): These platforms are increasingly
incorporating travel booking services, using their established user base and brand
recognition as a competitive advantage. This adds another layer of competition that MMT
needs to contend with.

International Competitors:
● Booking.com, Expedia, Airbnb, Agoda: These global giants possess vast resources, brand
recognition, and global inventories. Their growing presence in the Indian market presents
a significant long-term threat.

MMT's Competitive Strategies:

To maintain its leadership position, MMT needs a multi-pronged strategy addressing the above
challenges:
● Strengthen Rail Bookings: Invest in technology and partnerships to improve its rail
booking capabilities and compete more effectively with Ixigo and IRCTC.
● Expand into Tier II/III Cities: Focus on reaching customers in smaller towns and cities,
mirroring Ixigo's successful strategy.
● Enhance Technology and User Experience: Continue to innovate and improve its
platform's speed, user-friendliness, and mobile accessibility.
● Develop Stronger Loyalty Programs: Create more attractive loyalty programs to retain
customers and build brand loyalty.
● Strategic Partnerships: Explore strategic partnerships to expand its service offerings and
reach new customer segments.
● Effective Marketing and Branding: Invest in targeted marketing campaigns to reinforce
its brand image and reach potential customers.

In short, MakeMyTrip's competition is multifaceted and demanding. Its success will depend on
its ability to adapt to the changing market, continuously innovate, and effectively counter the
challenges posed by a variety of direct and indirect competitors.
 14. Recommendation
Additional Emerging Technologies
1. Internet of Things (IoT):
● IoT devices, such as smart luggage and travel wearables, can enhance the travel experience.
For instance, smart luggage can provide real-time tracking and updates, while travel
wearables can assist in navigation and trip planning, integrating various services
seamlessly.
2. Augmented Reality (AR) and Virtual Reality (VR):
● MakeMyTrip can use AR and VR to offer immersive travel experiences. Potential
applications include virtual tours of hotels, destinations, and creating interactive travel
advertisements that enable users to experience a location before booking.
3. Big Data:
● Leveraging big data analytics allows MakeMyTrip to sift through large datasets to identify
emerging travel trends, consumer preferences, and market opportunities. Insights gained
can guide marketing strategies and operational adjustments for better performance.
4. Mobile Payment Technologies:
● Incorporating mobile wallet capabilities (like UPI in India) can streamline transactions,
allowing users to book services quickly and conveniently while ensuring secure payment
processes.
5. Cloud Computing:
● Utilizing cloud computing for operational scalability ensures that MakeMyTrip can
effectively handle fluctuations in user demand, especially during peak travel seasons,
without significant infrastructure investment.
6. Robotic Process Automation (RPA):
● RPA can automate repetitive administrative tasks, such as data entry and ticketing, which
increases operational efficiency and reduces the potential for human error.

By leveraging these emerging technologies, MakeMyTrip can enhance operational efficiency,

improve customer experiences, and create a competitive advantage in the rapidly evolving travel
industry. These innovations not only streamline processes but also allow the company to adapt
to changing consumer behaviors and preferences in real-time.
 f. Limitations
While this research on MakeMyTrip aims to provide valuable insights into the company’s
operations and market offerings, several limitations affect the depth and accuracy of the findings.

1. Dependence on Secondary Data- The primary focus of the research was on secondary data
sources, such as articles, reports, and online resources. Although this secondary data provides a
broad overview of MakeMyTrip's market position, it may lack specifics or the most current
details. There is potential for bias in the findings due to the nature of the sourced information.

2. Geographic Limitation- The research was confined to specific areas, which may not be
representative of MakeMyTrip's overall customer base across India or internationally. This
geographical limitation could result in findings that do not accurately reflect the experiences or
opinions of users from different regions with diverse travel preferences and needs.

3. Time Constraints- Time limitations imposed constraints on the research process, restricting
the ability to conduct more comprehensive sampling or deeper analysis. This factor likely
affected the thoroughness of the study and the potential to explore additional areas that could
yield valuable insights into MakeMyTrip's operations.

4. Potential Survey Bias- Given that responses were collected through a survey, there may be
inherent biases in the participants' responses. Respondents may have provided socially desirable
answers rather than their honest opinions, which could skew the results and diminish the
reliability of the findings.

These limitations highlight the need for caution in interpreting the results derived from this
research. Future studies could benefit from a larger and more diverse sample size, a more
robust primary data collection strategy, and a broader geographic scope to enhance the
findings' validity and applicability. Recognizing these limitations provides context and
encourages a more nuanced understanding of MakeMyTrip's market dynamics and consumer
behavior.
g. Bibliography
References-

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h. Appendix