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Case Study| October 13 2017

MakeMyTrip: 2013(A): Problem Definition for Redesigning the Home Page Available to Purchase

Abhinandan Kumar Jain;
Abhinandan Kumar Jain
Adjunct Professor, Indian Institute of Management, Ahmedabad
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Kaveri Misra
Kaveri Misra
Senior Manager MakeMyTrip & ISB Alumnus
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Author & Article Information

Author wishes to thank executives of Make My Trip, especially Mr. Deep Kalra, Chairman and Group CEO, for all the assistance and help in writing this case.

Stakeholder names have been altered. Meetings have been tailored to bring out conflicting priorities for better learning.

No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means - electronic, mechanical, photocopying, recording or otherwise - without the prior permission from Indian Institute of Management, Ahmedabad.

Received: October 27 2020
Online ISSN: 1111-111X
Print ISSN: 1111-111X
© 2017 by the Indian Institute of Management, Ahmedabad
2017
Indian Institute of Management, Ahmedabad
Licensed re-use rights only. Teaching material of the Indian Institute of Management, Ahmedabad is prepared as a basis for class discussion.Cases are not designed to present illustrations of either correct or incorrect handling of administrative problems.
Teaching Notes 1–14.
Article history
Received:
October 27 2020
Connected Content
Teaching Notes: MakeMyTrip: 2013(A): Problem Definition for Redesigning the Home Page

See also

In early 2013, Mr. Deepak Kumar, Chairman and Group CEO of MakeMyTrip1 (MMT), summoned a meeting to discuss about redesigning the MMT Homepage2. It was a three-hour meeting at the Hindustan Conference Room at the company's head office in Gurgaon, India. Theis meeting was attended by key members of the homepage website redesign team comprising the CBO, Analytics head, User Experience (UX) head, Product head and the Tech head (CTO). As a pre-read for the meeting, Ajay Singh, Product Head, shared his findings3 that could help in defining the issues faced by visitors to the homepage of MMT.

Keywords:
Home Page Design, Marketing, Marketing Assessment, Travel and Tourism, Medium
© 2017 by the Indian Institute of Management, Ahmedabad
2017
Indian Institute of Management, Ahmedabad
Licensed re-use rights only. Teaching material of the Indian Institute of Management, Ahmedabad is prepared as a basis for class discussion.Cases are not designed to present illustrations of either correct or incorrect handling of administrative problems.
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Suggested Reading

MakeMyTrip: 2013(A): Problem Definition for Redesigning the Home Page
Indian Institute of Management Ahmedabad (October,2017)
MakeMyTrip: 2013(B): Research Design for Redesigning the Home Page
Teaching Notes (October,2017)
MakeMyTrip: 2013(C): Redesigning the Home Page
Teaching Notes (October,2017)
MakeMyTrip: 2013(B): Research Design for Redesigning the Home Page
Indian Institute of Management Ahmedabad (October,2017)
MakeMyTrip: 2013(C): Redesigning the Home Page
Indian Institute of Management Ahmedabad (October,2017)

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