ABC Dilemma

The present case study presents the dilemma of a travel agency operating in Dubai.

The travel agency, ABC, had more than 50,000 customers booking either through

its website, mobile app or its agents present in various countries. ABC was

started in 1999 by Mohammed. In last 20 years, ABC has grown many folds with

expansion towards technological innovations and implementations. ABC is a

one-stop solution for all the traveling needs for its customers coming to

Dubai. Lately, ABC expanded the website to a travel portal and provides online

full travel services. Start of 2020 and looking at its booking data, Mohammed

and Salem noticed a change. The Challenge As a leading travel retailer, ABC's

primary source of revenue was its Website, Mobile App and its offshore offices.

However, its customers were using the offline channel to post queries through

phone calls and emails. Also, the ABC was experiencing a pronounced variance in

call distribution at its contact center. ABC realized that the client was

focusing overtly on the online channel, which resulted in the absence of a

robust offline strategy. This was leading to a dip in revenues and market

share. ABC needed expertise to devise a roadmap to plug the gap. The team at

ABC identified 3 areas to devise the marketing strategies to Mohammed for his

review:

1)Travel purchase based on age bracket

2)Travel purchase based on gender

3)Customers preferred mode of purchasing The team offered these marketing

strategies

Mohammed was convinced with the decision, but was interested to outsource this entire

job to an external agency for review. Mohammed looked for an external agency

and hired XYZ to do the job of data analysis. You are experience business

analyst at XYZ, who is now consultant with ABC. After careful analysis of the

report submitted to Mohammed and several meeting with senior management, you

drew the following conclusion:

A. Identify the travel purchase patterns at ABC

B. Evaluate the purchase based on various modes of purchase at ABC You decided to

conduct the data with 200 recent customers of ABC and study the patterns and

scrutinize the data. The hypothetical data sheet is attached below with the

assignment. It is assumed that XYZ collected 200 records from ABC and now is

required to conduct the research analysis.

Analysis Questions

b) Construct research report concerning the role of technology and innovation in

ABC types businesses. Use relevant references wherever required. (300 words will rephrase)

excel data:

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