A Teaching Note for Akshar Travels Pvt. Ltd.

Case Overview:
The case is focusing on number of Entrepreneurial and strategic key issues. As we read the case we see that the Author has clearly focused on the structure and pattern of ATPL in furthering their business. The term Entrepreneurial here covers some of all the aspects like HR, Marketing etc.. It can prove to be a very good case study for students understanding of an entrepreneurial role as well as for managers. The key issues discussed here are how Mr. Manish through his innovative and good enterprising skills have been able to create success for the business which exists in highly competitive industry of tourism. He had a very good skill to think out of the box and introduced new concept of customized tour packages for the group. For eg. Tour packages specially for Gujaratis. According to me this case study focuses more on how to compete, sustain and grow in market with eliminating risk factors. It is clearly shown how Mr. Manish has established the company despite of all the hurdles and competition in the market. He has shown strong entrepreneurship in dire situations by bringing innovations in products and marketing them in tourism industry. In short we can say that the focus of case study is on Entrepreneurship and Marketing areas of Management and a little bit of Human Resources as well.

Teaching Objectives:
1. How to develop business in the cut throat tourism industry in Gujarat by introducing new creative and Innovative concepts (customized tour packages for Guajaratis). 2. To highlight importance of proper work culture in the Organization. 3. To make students aware of marketing strategies applied and further could be utilized to minimize the threats to the company. 4. Overall it should help in entrepreneurial development for a student. 5. To make students realize the difference between Theory and application of theory.

Case Analysis:
Mr. Manish Sharma, The Director of Akshar Travels, Started His Firm Shree Akshar International in 1997.This Parent Company of Akshar Travels began with lots of Dreams and a Vision to make it Big in the Tourism Industry. Mr. Manish Sharma like the Captain of a Ship steered it towards success and the very next year, Launched Akshar Travels, to chase his dreams further. The Flagship of The Company, He is a much respected man in the industry. His Dedication and Quest for Proficiency in All Fields Has Made him a true leader.

In the Journey of Thirteen Long Years, They have evolved both in Size and Quality. Spread across the Globe, they have offices Meeting International Standards in Terms of Infrastructure and Ambience. Fully Automated offices, With well equipped communication systems helps them meet the deadlines. They are also enforced with an Enthusiastic, Experienced and Professional Team, they guarantee Individual Attention and Personal Care to the Customers Needs. Akshar Travels offer International & Domestic Tour Packages, Holidays Travel Packages, Honeymoon Couple Packages, Star Cruise Travel Packages. They also offer Special Travelling Services like Online Hotel Booking, Online Air Ticketing, Domestic Air Ticketing, International Air Ticketing, Railway Ticket Booking, Online Car Rentals and Visa Services. Akshar Travels offers New Products and Concepts from time to time. Keeping the effect of change of Seasons on the human mind and body, they revise Itineraries regularly. This is because the comfort and the satisfaction of the customers is paramount to them. They also keep factors like age, tastes and trends of the clients to plan Tours. The case also outlines certain challenges faced by the business in current times. These challenges are again very common to the whole of tour industry in India. Problems of increasing competition, seasonal nature of business, lack of skilled labour availability in the market, competition from online web portals, higher dependency on external tour managers etc. According to Joseph Schumpeter: Entrepreneurship is nothing but practicing creative destruction i.e to do something new and creative and innovative in management practice. The case here is outlining how by constantly applying innovation at every stage Mr. Manish has developed this business to what it is today. Any problems they are facing are majorly due to problems present in Industry. Still there could be certain improvements in the area of HR, Marketing as per the specifications of the case. The focus is on the Strengths and weaknesses of the company and we have to identify the future scope for the company by recognizing potential threats and opportunities.

Major Inputs in the Case:

Originally when the business was established at that particular time it was best to create niche in the market in order to build a brand. So, the business model used by Mr. Sharma was appropriate at that time. But if we are talking about current scenario he needs to incorporate new business avenues. Usages of online web portals which are more user friendly are gaining market very quickly. So, rather than blocking funds in business of ticketing and education service he should rather focus more on professional and personal tours in group as well couple. Further new recruitment and training policy could also be established. Other than that the model utilized by Mr. Sharma is quite appropriate.

According to me Mr. Sharma should enhance the overall market by not only focusing on major business coming from Gujarat tourism development Corp but explore other avenues as well. Further they should be focusing more on their specialty that is Group tours and enhance the number of tours. More efforts in advertizing campaign are required. People should have awareness regarding the customized tour packages, entertainment and food they provide on tours. Thus some investment in designing a proper marketing and Add campaigns should be done. Hire more skilled workers and try to build his internal tour managers team because freelancers are risky. Try to venture into online web portals which are more users friendly. Enhance their customer base from Govt. business to other Private concerns.etc.

There are many Strengths and Weakness of Akshar which are highlighted in the case study.

STRENGTH
Customized Tour Packages Good Workforce Culture Enterprising Skills of Mr. Sharma Innovation and Creativity

WEAKNESS
High completion in the Industry itself New players constantly entering the market Lack of Skilled resources for ticketing, etc.

Higher dependence on External/Freelancer tour managers Business Spread across the globe. Lack of Online web portal which is more users friendly Specializing in International Tour Packages Struck payments from local government employees Offering new packages and schemes for Seasonal nature of business customers every season. Unpredictable fuel prices Good Capital Flow Limited scope of customers Tie-up with Gujarat Tourism

Assignment Questions:
1. Do you think the business model used by Mr. Sharma is good? Why

2. Looking to the increasing competition in the tourism business what do you think should Mr. Sharma do to be successful? 3. What are the strengths and weakness of Akshar? 4. According to you how should Mr. Sharma deal with the shortage of skilled workforce required for the tourism Industry? 5. Highlight the key learning points in the Case study according to your understanding.

Teaching Plan:
The teaching plan for conducting the case-study in the classroom is as follows: 1. First of all the class will be given the copies of case-study before the class is conducted. 2. Then after they will be divided into five groups. Each group will be given specific area to focus upon from the case itself. The classification of the group would be as follows: Group 1: Milestones of the company Group 2: Entrepreneurial aspects of the case-study Group 3: Marketing aspects Group 4: HR aspects Group 5:Critical evaluation for the current business model adopted by the company. 3. Next would be a brief overview regarding the case and instructions by the faculty. 4. Further each group in their respective order will present their ideas on the concerned area allotted to them in front of the class. 5. Finally important inputs in the form of missing linkages found in the activity will be provided by the concerned faculty.

Broad Teaching Plan:

Case study circulated earlier before the class for reference. Brief overview of the case-study and important instructions for the activity followed by group formation- 15 min Internal Group discussion to prepare for their presentation in front of class- 10 min Presentations by each group on their respective topics- 10 min Inputs for missing linkages in the presentations & conclusion by the faculty-15 min

Lastly submission of case analysis answering all the assignment questions in Hard copy form.

References: Original Case Study for reference

http://www.akshartours.com/ http://www.gujarattourism.com/showpage.aspx?contentid=1562 Entrepreneurship Development By: S. Khanka.