Case analysis on makemytrip.com

Abstract

The case presents a situation where MMT has developed a plan for launching its business in India. It is analysed using some of the concepts that would help in determining whether the plan is based on consumer insights. In a new market that is full of opportunities, it is necessary to have not only a good entry strategy but an equally good sustainability strategy. A successful first mover would attract competitors very quickly, especially in businesses that do not require major upfront capital investments. Finding the right customer value, appropriating it, and delivering it consistently with the changing customer requirements, are the key to success in such markets.