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2.1 Introduction to the Topic

2.2 Introduction to the Industry

2.3 Introduction to the Company

2.4 Introduction to the Project


3.1 Objectives of the Project/Study

3.2 Literature Review

3.3 Study Methodology

3.4 Study Limitations



5.1 Conclusions




SOTC is the Outbound Travel Division of Kuoni India and the countrys largest
outbound tour operator.
About Incentive tours of SOTC: With Kuoni-SOTC Corporate Tours, all one
has to do is to decide where one wants his/her employees or business partners to
go for a travel incentive scheme and SOTC will take care of every other tedious
detail. The company has a number of unique services to put you completely at
ease. The companys international network will ensure that no matter where one
are in the world, one will always get the best of services.

Kuoni-SOTC is a specialist in MICE Tours. Kuoni-SOTC Corporate Tours

provide customised solutions for various MICE (Meetings, Incentives,
Conferences and Events) related travel needs. It will assist one at every stage of
planning your travel including pre-tour familiarization visits, booking of air
seats, arranging accommodation at the finest hotels, gala dinners, collateral
preparation, technical back up, meal arrangements and event management. The
company ensures the highest quality of service for ones incentive programs,
conference, meetings, across the globe.

Project Overview:

To understand how the service industry works

How operations management is applicable in service industry
What are the reasons for the success of the organisation
Analyse gaps in the organisation



2.1 Introduction to the Topic

Understanding how the service industry works and how operations management
is applicable in service industry. Also knowing the reasons for the success of the
organisation and analysing any gaps if present in the functioning of the

2.2 Introduction to the Industry

As per the Travel and Tourism Competitiveness Report 2009 by the World
Economic Forum, India is ranked 11th in the Asia Pacific region and 62nd
overall, moving three places on the list of the worlds attractive destinations. It
is ranked 14th best tourist destination for its natural resources and 24th for its
cultural resources, with many World Heritage sites, both natural and cultural,
rich fauna, and strong creative industries in the country. India also baggd 37th
rank in its air transport network. The India travel and tourism industry ranked 5th
in the long-term (10-year) growth and is expected to be the second largest
employer in the world by 2019.

India has been ranked the best country brand for value-for-money in the
Country Brand Index (CBI) survey conducted by Future Brand, a leading global
brand consultancy. India has also claimed the second in CBIs best country
brand for history, as well as appears among the top 5 in the best country brand
for authenticity and art & culture, and the fourth nest new country for business.
India made it to the list of rising stars or the countries that are likely to
become major tourist destinations in the next five years, led by United Arab
Emirates, China and Vietnam.

Government Initiatives

The campaign Visit India Year 2009 was launched at the

InternationalTourismExchange in Berlin, aimed to project India as an
attractivedestination for holidaymakers. The government joined hands
withleading airlines, hoteliers, holiday resorts and tour operators, and
offeredthem a wide range of incentives and bonuses during the period
betweenApril and December, 2009.

Euromonitor International's Travel & Tourism in India report statesthat

theGovernment of India increased spend on advertising campaigns(including
forthe campaigns Incredible India and Atithi Devo Bhava- Visitors are
likeGod) to reinforce the rich variety of tourism in India.

The ministry promoted India as a safe tourist destination and undertook various
measures, such as stepping up vigilance in key cities and athistorically
important tourist sites. It also deployed increased manpower and resources for
improving security checks at key airports and railwaystations.

Contribution to the Market

According to Tourism and Travel Competitiveness Report 2009 brought out by

the World Economic Forum, the contribution of tourism and travel to gross
domestic product (GDP) is expected to be at US$ 187.3 billion by 2019.

The report also states that real GDP growth for travel and tourism economy is
expected to achieve an average of 7.7 per cent per annum over the next 10
years. Export earnings from international visitors and tourism goods are
expected to generate US$ 51.4 billion (nominal terms) by 2019. The travel and

tourism sector which accounted for 6.4 per centof total employment in 2009 is
expected to generate 40,037,000 jobs i.e.7.2 per cent of total employment by

2.3 Introduction to the Company

SOTC Travel Services Pvt. Ltd. (Formerly known as Kuoni Travel (India) Pvt.
Ltd.) is a step-down subsidiary of Fairfax Financial Holdings Group; held
through two companies, its Indian listed subsidiary, Thomas Cook (India)
Limited (TCIL) and TCILs subsidiary Travel Corporation (India) Ltd.
SOTC India is a leading travel and tourism company active across various travel
segments including Leisure Travel, Business Travel and Distribution Visa
Marketing Services.

Leisure Travel
SOTC was established in 1949. Its tours have escorted lakhs of travellers across
the globe for more than 50 years to various destinations around the world. It
was acquired by Switzerland-based Kuoni Travel in 1996. SOTC India grew to
become one of Indias largest travel companies.

It is one of the leaders in segments, namely Escorted Group Tours, Customised
Holidays, Holidays of India and MICE amongst others. Its vast array of holiday
services is taking holidaying to an entirely new level. A new age innovative
holiday maker, SOTC strives to make holidays a priority for every Indian. We
are for holidays and we want Indians to prioritize their holidays.

Corporate Tours
With a dedicated team of over 100 professionals across India who specialize
only in meetings, incentives, conferences and events, SOTCs customer focused
strategies and national reach have consistently ensured our market leadership in
the MICE segment of the outbound travel arena.

Business Travel
Business Travel India, is amongst the leading travel management companies
providing customised travel and travel-related solutions for Indias top

With leading edge technology, user-oriented software applications and strong

focus on service and customer needs, Business Travel has firmly established
itself as the expert in the corporate travel segment. Many of Indias top
companies have chosen us for our global capabilities and specialized local

Having the best people with the right skills and knowledge is the key to
Business Travels success. Time-strapped corporate customers get all their
travel needs met at a single window. To assist them further, implants are placed
within their offices to provide personalized service with backup facilities from

the various branches. At present, Business Travel caters to 400 Indian &
multinational corporates providing round the clock travel solutions.

Distribution Visa Marketing Services

Distribution. Visa. Marketing. Services. DVMS is a trademark brand owned
by SOTC having its own 8 Visa Application Centers (VAC), 16 priority partners
locations and 3000+ travel agents under its fold within India offering Visa and
Meet & Greet Services for customers travelling to UAE and Bahrain. In
addition, the international presence across Russia, China, Sri Lanka and
Philippines has enabled DVMS to cater to its global customer needs for
processing UAE (Dubai, Abu Dhabi, Sharjah etc.) and Bahrain visas.

SOTC World Famous Tours
SOTC Bhraman Mandal
SOTC Gurjar Vishwadarshan
SOTC Do-it-Yourself Holidays
SOTC Holidays of India


3.1 Study Objective

SOTC as a brand is the market leader and faces a lot of competition. Though
there is fierce competition the company has remained in the leading position
since a long time and there are many reasons that contribute to this phenomena.
The reasons for the success of the company and what the travel industry offers
to its customers, are the factors that are to be understood through this project.
Also the application of operations management is the company and analysing
any gaps if present in the company are the other few factors that have been
brought to notice through this project.

3.2 Literature/Library Review

3.3 Study Methodology
The methodology of my assignment was purely based on personalobservation as
well as interaction and discussion with customers and executives of SOTC

STUDY AREA:Present study has been carried out at SOTC corporate office
and in the field, Mumbai.

Primary Data:
The primary data has been collected through personal observation as well asthro
ugh both open and closed ended questionnaires with customer and the
executives of SOTC.

Secondary Data:
The secondary data has been collected from thecompany information system.

3.4 Study Limitations

The study was limited to the operations department in the company. Therefore,
there was no scope of being able to study other verticals in the company or
interact with employees from other departments of the company.
Also not all the customers were cooperative and thus the questions asked to the
customers were limited and also the sample size taken for the study was smaller
than expected. The customers and the employees only from the MICE
department were interviewed.


Questions asked to the customers in the survey:-

1. Are you satisfied with the holiday package provided by SOTC for your company?

Are you satisfied with the holiday package provided by SOTC for your company?






Yes No

2. Is the process for visas followed by the company convenient?

Is the process for visas followed by the company convenient?

50 50

Ye s No

3. Would you recommend SOTC for incentive tours to others?

Would you recommend SOTC for incentive tours to others?



Ye s No

Questions asked to the employees in the survey:-

1. Do you think the company must change its daily operations?

Do you think the company must change its daily operations?

30 45
10 5
Yes No

2. Is there a way to conduct the operations in a smoother manner?

Is there a way to conduct the operations in a smoother manner?



Ye s No

3. Is there enough motivation for the employees ?

Is there enough motivation for the employees?



Ye s No

4. Is time management an important aspect in the company?

Is time management an important aspect in the company?


Ye s No



The keys to success will undoubtedly be effective market segmentation through

identification of several niche markets and implementation strategies. Along
these lines the company intends to implement advertising, personal selling and
direct marketing strategies to the target markets. Their personal selling
marketing strategies will rotate around keeping in touch with hotels and travel
agencies for major customers, and advertising for more individual customers.
Hence their key success factors will include the following:

1.Excellence in fulfilling the promise:

Intend to offer completelyenjoyable, comfortable and informative travel
excursions that willensure that travellers are thoroughly satisfied and
appreciative atthe end of their trip.

2.Timely response tocustomers' requests:

SOTC cannot afford todelay their clients for whatever reason, as this will have a
negative bearing on our image and reputation, including future business.Hence
they continually communicate with the client,including hotels and lodges so as
to ensure that they are constantlyavailable to the client meeting their

3.Solid and fruitful strategicalliances:

Considering the nature of their services and ones relative infancy on the
market, SOTCrealizes the importance of establishing and maintaining
fruitfulstrategic alliances with various stakeholders, including hotels,lodges, and
travel agencies, amongst others, so as be assured of aconstant flow of
customers, fulfilling their needs at everyopportunity.

As the survey conducted indicates that majority of the employees are satisfied
with the daily operations of the company and are fully dedicated to their wok.
However, there are a few drawbacks in terms of distribution of workload. The
work is not distributed on merit basis but on the basis of friendship and how
well the sales manager and an operation manager gel. This does not lead to
competition among the employees at all or motivate them to do their job
efficiently. On the other hand the monetary incentives given to the employees
prove to be the only reason for the efficiency of the employees.

On the customer front,apart from the points mentioned above there are a few
more points that lead to the success of the company. The customers are given
top priority whether or not they cooperate. Also guidance at every step is
provided to all customers especially to the ones who are travelling for the first
time and are from small town and not very well educated.

Incentive tours department is the most successful wing of the company. Based
on number of consumer complaints and the revenue generated by the incentive
tours department, this wing contributes the mot to the success of the company.
Operations are carried out very smoothly and time factor is given highest
priority. Work allotted must be completed in a stipulated time and buffer
provided by the managers to their team is calculated and precise. The
international team and national teams work together when the customers from
PAN India travel for their biometrics and interviews for visa purposes.
However, sometimes the customers are not cooperative but due to the buffer
provided the operations do not get affected and thus not delaying the entire
process at all. Though the process is long, customers convenience is always
given top most priority.

The gaps that were analysed throughout the period of 60 days are as follows:
1. Communication skills of the executives were weak.
2. There are only monetary incentives as motivation for the employees.
3. Work distributed is not on merit basis.
4. Certain employees are lethargic