CHAPTER -1

INTRODUCTION

Organization study encompasses the study of organization from multiple viewpoints,

methods and level of analysis. It also aimed at understanding organization in its totality,
identifying and analyzing the services offered by the organization and also acquiring the
knowledge about the organization functional areas as well as managerial aspects.
Therefore, an organization study helps to familiarize with business organization and to
relate theory with practice. The methods that are used in organization study are
quantitative methods and qualitative methods. This enables the students to understand
about key business process and to gain insight knowledge about the o4rganization.

The report starts with the industry profile, company profile and Structure of
Akbar travels of India, The management perspective of Akbar travels of which Kerala
circle in Trivandrum is in more detail. The Akbar travels service description pricing,
growth analysis and financial analysis of Akbar circle in Trivandrum. Finally the
findings, conclusion and suggestions are submitted as part of the study.

Akbar travels of India established in 1978. Akbar travels is India’s leading

travel agency in travel and tourism industry. The travel agency is supported by a team
consisting of highly qualified, experienced and dedicated professional supported with a
net work of resources like well equipped offices on line connectivity for voice and data.
Global distribution services network.

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1.1OBJECTIVES OF THE STUDY

The objective is to get thoroughly information regarding the organizational setup of

Akbar travels and management practices followed in its departments like Operations,
Finance, Human Resources and Marketing

The main purposes of the study is

1. To identify and analyze the services offered by Akbar travels.

2. To assess company’s performance with respect to its competitors.
3. To acquire knowledge about functional as well as managerial aspects of Akbar
travels.
4. To understand the organization structure and the working of various functional
department in Akbar travels

1.2METHODOLOGY
Data have been collected both from primary and secondary sources
Primary data

Primary data were collected through

 Interviews with the customers.

 Observation of the functions.
 Discussion with the staffs.

Secondary data

Secondary data were collected from both internal and external sources. The internal
sources such as company reports, brochures, journals, and internal computer database.
And external sources such as govt. official publications, and association report, public
computer data base were also used.

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1.3 SCOPE OF THE STUDY
Tourism is the third largest industry in India. Travel agency plays a very crucial role
in travel and tourism sector. The development of tourism will result in the development of
travel agencies. They are the suppliers in tourism industry. The scope of the study is
limited within Akbar travel of India Pvt Ltd. The different functional departments and its
operations were selected for detailed study. The aim of this study is to familiarize with
various departments and its functions.

1.4LIMITATIONS OF THE STUDY

 The main limitation of the study was lack of time. A period of 30 days is not
insufficient to do detailed study of the organization.

 The busy schedule of staff of organization restricted the collection of detailed

information.

 Some of the confidential records relating to the policies were not disclosed, which
was a limitation.

 Study was confined to the major functions only.

1.5CHAPTERISATION

Chapter 1

The topic contains a brief introduction about the organizational study, objectives
of the study, Methodology, Scope of the study and Limitation.

Chapter 2

Deals with the tourism industry, History of tourism, Forms of Tourism, Travel
industry etc.

Chapter 3

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 Deals with Company’s products and services, the technologies they are using and
their branches.

Chapter 4

Deals with how company is structured.

Chapter 5

Objective wise analysis of the company.

Chapter 6

Analyses the organization’s strengths, weakness, opportunities and threats

Chapter 7

Lists the findings, Suggestions and Conclusion at on the completion of the study.

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 CHAPTER II

INDUSTRY PROFILE: TOURISM

INDUSTRY
Tourism is travel for recreational, leisure or business purposes. The world tourism
Organization defines tourists as people “traveling to and staying in places outside their
usual environment for not more than one consecutive year for leisure. Business and other
purposes”.

2000 years Before Christ, in India and Mesopotamia

Travel for trade was an important feature since the beginning of civilization. The
port at Lothal was an important centre of trade between the Indus valley civilization and
the Sumerian civilization.

600 BC and thereafter

The earliest form of leisure tourism can be traced as far back as the Babylonian
and Egyptian empires. A museum of historic antiquities was open to the public in
Babylon. The Egyptians held many religious festivals that attracted the devout and many
people who thronged to cities to see famous works of arts and buildings.

In India as elsewhere, kings travelled for empire building. The Brahmins and the
common people travelled for religious. Thousands of Brahmins and the common folk
thronged Sarnath and Sravasti to be greeted by the inscrutable smile of the Enlightened
One-the Buddha.

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500 BC, the Greek civilization

The Greek tourists travelled to sites of healing gods. The Greeks also enjoyed
their religious festival that increasingly became a pursuit of pleasure, and in major sights
such as the Parthenon. Inns were established in large towns and seaports to provide for
travelers needs Courtesans were the principal entertainment offered

This era also saw the birth of travel writing. Herodotus was the world’s first travel writer.
Guidebooks also made their appearance in the fourth century covering destinations such
as Athens, Sparta and Troy. Advertisements in the way of signs directing people to inns
are also know in this period.

The Roman Empire

With no foreign borders between England and Syria, and with safe seas from
piracy due to Roman patrols, the conditions favouring travel had arrived. First class roads
coupled with staging inns (precursors of modern motels) promoted the growth of travel.
Romans travelled to Sicily, Greece, Rhodes, Troy and Egypt. From 300 AD travel to the
Holy Land also became very popular. The Romans introduced their guidebooks
(itineraries), listing hotels with symbols to identify quality.

Second homes were built by the rich near Rome, occupied primarily during
springtime social season. The most fashionable resorts were found around Bay of Naples.
Naples attracted the retired and the intellectuals, Cumae attracted the fashionable while
Baiae attracted the down market tourist, becoming noted for its rowdiness, drunkenness
and all-night singing.

Travel and tourism were to never attain a similar status until the modern times.

In the Middle Ages

Travel became difficult and dangerous as people travelled for business or for a
sense of obligation and duty.

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 Adventures sought fame and fortune through travel. The Europeans tried to
discover a sea route to India for trade purposes and in this fashion discovered America
and explored parts of Africa. Strolling players and minstrels made their living by
performing as they travelled. Missionaries, Saints, etc. travelled to spread the sacred
word.

Leisure travel in India was introduced by the Mughals. The Mughal kings built
luxurious palaces and enchanting gardens at places of natural and scenic beauty (for
example Jehangir travelled to Kashmir drawn by its beauty

Travel for empire building and pilgrimage was a regular feature.

The Grand Tour

From the seventeenth century, a new form of tourism was developed as a direct
outcome of the Renaissance. Under the reign of Elizabeth I, young men seeking positions
at court were encouraged to travel to continent to finish their education. Later, it became
customary for education of gentleman to be completed by a ‘Grand Tour’ accompanied
by a tutor and lasting for three or more years. While ostensibly education, the pleasure
seeking men travelled to enjoy life and culture of Paris, Venice or Florence. By the end of
eighteenth century, the custom had become institutionalized in the gentry. Gradually
pleasure travel displaced educational travel. The advent of Napoleonic wars inhibited
travel for around 30 years and led to the decline of the custom of the Grand Tour.

The development of the spas

The spas grew in popularity in the seventeenth century in British and a little later
in the European Continent as awareness about the therapeutic qualities of mineral water
increased. Taking the cure in the spa rapidly acquired the nature of status symbol. The
resorts changed in character as pleasure became the motivation of visits. They became an
important centre of social life for the high society. In the nineteenth century they were
gradually replaced by the seaside resort.

The sun, sand and sea resorts

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 The sea water became associated with health benefits. The earliest visitors
therefore drank it and did not bathe in it. By the early eighteenth century, small fishing
resorts sprung up in England for visitors who drank and immersed themselves in sea
water. With the overcrowding of inland spas, the new sea side resorts grew in popularity.
The introduction of steamboat services in 19th century introduced more resorts in the
circuit. The seaside resort gradually became a social meeting point. Role of the industrial
revolution in promoting travel in the west

The rapid urbanization due to industrialization led to mass immigration in cities. These
people were lured into travel to escape their environment to places of natural beauty,
often to the psychologically stressful jobs to a leisurely pace in countryside.

Highlights of travel in the nineteenth century

Advent of railway initially catalyzed business travel and later leisure travel.

Gradually special trains were chartered to only take leisure travel to their destinations.

 Package tours organized by entrepreneurs such as Thomas Cook

 The European countries indulged in a lot of business travel often to their colonies
to buy raw material and sell finished goods.

 The invention of photography acted as a status-enhancing tool and promoted

overseas travel.

 The formation of first hotel chains; pioneered by the railway companies who
established great railway terminus hotels.

 Seaside resorts began to develop different images as for day-trippers, elite, for
gambling.

 Other types of destinations-ski resorts, hill stations, mountaineering spots etc.

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  The technological development in steamships promoted travel between North
America and Europe.

 The Suez Canal opened direct sea routes to India and the Far East.

 The cult of the guidebook followed the development of photography.

Tourism in the Twentieth Century

The first World War gave firsthand experience of countries and aroused a sense of
curiosity about international travel among less well off sector for the first time. The large
scale of migration to the US meant a lot of travel across the Atlantic. Private motoring
began to encourage domestic travel in Europe and the west. The seaside resort became
annual family holiday destination in Britain and increased in popularity in other countries
of the west. Hotels proliferated in these destinations.

The birth of air travel and after

The wars increased interest in international travel. This interest was given the
shape of mass tourism by the aviation industry. The surplus of aircraft and growth of
private airlines aided the expansion of air travel. The aircraft had become comfortable,
faster and steadily cheaper for overseas travel. With the introduction of Boeing 707 jet in
1958, the age travel for the masses had arrived. The beginning of chartered flights
boosted the package tour market and led to the establishment of organized mass tourism.
The Boeing 747, a 400 seat craft, brought the cost of travel down sharply. The seaside
resorts in the Mediterranean, North Africa and the Caribbean were the initial hot spots of
mass tourism.

A corresponding growth in hotel industry led to the establishment of worldwide

chains. Tourism also began to diversify as people began to flock alternative destinations
in the 70s. Nepal and India received a throng of tourists lured by Hare Krishna movement
and transcendental meditation. The beginning of individual travel in a significant volume
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only occurred in the 80s. Air travel also led to a continuous growth in business travel
especially with the emergence of the MNCs

2.3 TYPES OF TOURISM

 Domestic tourism,

 Incoming or inbound tourism and

 Outbound tourism

Domestic tourism

When the travel is within the country ie, Trips taken by tourists within his/her
own country or where the origin and the destination are same country, the process is
known as Domestic Tourism.

Examples:-

 A couple taking a weekend break in their own country

 A family visiting relations in another part of the country, even if they live only a
few miles away

Incoming or inbound tourism

Tourists entering a particular country which is not their country of origin.

Examples:-

 A party of Japanese visitors coming to India on a trip.

 Teams from different countries entering a country for an international event, such
as the Olympic Games
 Families from America entering England to visit relations.

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Outbound tourism

This term applies when people travel away from their home country to visit other
international countries for leisure or business.

Example:-

 A family from Belgium going on holiday to Austria

 Business people from the UK travelling to America to visit a major exhibition;
 A day tripper from southern Malaysia visiting Singapore

Tourism is also classified in to different categories on the basis of purposes,

region and number of tourist.

ON THE BASIS OF PURPOSE

Recreational tourism

In recreational tourism tourists utilize the time to escape from day to day boredom
and to enjoy the entertainment facilities. The stress and strain of modern life is draining
the vital energy of people. To escape from the hustle and bustle of city life tourist prefer
secluded where they can refresh themselves in the company of nature.

Cultural tourism

Cultural tourism has been defined as ‘the movement of persons to cultural

attractions away from their normal place of residence, with the intention to gather new
information and experience to satisfy their cultural needs. Cultural tourism is the subset
of tourism concerned with a country or region’s culture, specially the lifestyle of the
people in those geographical areas, the history of those peoples, their art, architecture,
religion, and other elements that helped shape their way of life. Cultural tourism includes
tourism in urban areas, particularly historic or large cities and their cultural facilities such
as museums and theatres. It can also include tourism in rural areas showcasing the
traditions of indigenous cultural communities and their values and lifestyle.

Adventure or sports tourism

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 This involves the travel adventure sports; sports based places etc for pursuing the
activities of tourist interest. Visiting the places of horse races, golf, hiking,
mountaineering, rock climbing, aero sports, water sports, water sports, etc are examples.

Health Tourism

Health tourism involves rejuvenation of the mind and body and includes places of
medical treatment like ayurveda, yoga, naturopathy, hot springs, spas, meditation centers
etc. even though health tourism existed long before, and it gained importance during
eighteenth century. This tourism is associated with spas, places with health-giving
mineral waters, treating diseases from gout to liver disorders and bronchitis. As a number
of doctors have highlighted the benefits of bathing in sea water, and sea bathing, even this
has become a part of health tourism.

Incentive tourism

In this type of tourism, holiday trips are offered incentives to employees, dealers
and sales executives of major organizations.

Convention tourism

Conference and convention tourism is meant for organizing conference and

conventions related to political, cultural, academic and professional activities

ON THE BASIS OF THE NUMBERS

Individual tourism

In individual tourism traveler’s move individually according the individual

programs, means and requirements.

Group tourism

In group tourism people move in groups to tourist destination under a common

program. Group tourism or organized collective tourism or inclusive tour is where the

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tourist buys a trip, for which he is unable to distinguish the prepaid cost of his fares from
the cost of accommodation and other element.

ON THE BASIS OF ARRANGEMENT

Independent tourism

In independent tourism, tourist arrange transportation, accommodation etc.

Themselves independently with assistance of travel agents. Designing an FIT requires
considerable research into client’s needs.

Inclusive tourism

Under inclusive tourism the package tours are arranged and tourists purchase a
trip.

OTHER TYPES OF TOURISM

Pilgrimage Tourism

Pilgrimages have created a variety of tourist’s opportunities in medieval period

and even in today’s modern tourism, they stand as an important stream of tourism.

Winter Tourism

Winter sports contribute to winter tourism. Many water sports holiday packages
are available at places in many countries apart from Ski and Snow festival tours
organized annually. Skiing is extremely popular in the mountainous areas. Ski festivals
have variety of events like Ski and sled competitions, Ski and snow board lesions,
performance and recreational activities. Majority of the event participants are from
countries with a warm climate

Mass Tourism

Mass travel is possible with improvements in technology allowing the transport of

large numbers of people in a short period of time to places of leisure interest of large
numbers of people in a short period of time to places of leisure interest. Through this,

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greater numbers of people enjoy the benefits of leisure time the increase in the speed of
Railways, the better sea travel options, and the increase in the number of improved Air
travel services, the mass travel has grown and developed internationally.

Niche Tourism

Physical activity or sports-oriented niche tourism includes adventure tourism such

as the mountaineering and hiking, the backpacker tourism, the sport travel for golf and
scuba diving or see a sports event and extreme tourism for people interested in risky
activities. There are many types of niche tourism.

Rural Tourism

Rural tourism focuses on participating in a rural lifestyle. It can be a variant of

ecotourism. Any village can be a tourist attraction, and many villages are very hospitable.
Agriculture is becoming highly mechanized and therefore requires less manual labor.
This is causing economic pressure on some villages, leading to an exodus of young
people to urban areas.

Eco-tourism

Eco-tourism is a new concept in tourism. It is a purposeful travel to natural areas

to understand the cultural and natural history of environment, taking care not to alter the
integrity of the ecosystem, while producing economic opportunities that make
conversation of natural resources beneficial to local people. Within international tourism,
it is a fast growing segment.

Golf tourism

This form of tourism is mainly subscribed by the elite, up market clientele. It

blends both participatory and visual enjoyment. This is because of the idyllic location
where golf courses are situated. Golf tourism is given ample thrust in the agenda of
tourism planners. Many countries take the advantage of the abundance of signature golf
courses

Farm tourism

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 Farm tourism involves the visits to farm houses or agriculture houses. The tourists
stay in the farm houses and engage themselves in farming and related activities.

2.4 TOURISM IN INDIA

Tourism in India is the largest service industry, with a contribution of 6.23% to

the national GDP and 8.78% of the total employment in India. In 2010, total Foreign
Tourist Arrivals (FTA) in India were 5.78 million and India generated about 200 billion
US dollars in 2008 and that is expected to increase to US$375.5 billion by 2018 at a 9.4%
annual growth rate. The majority of foreign tourists come from USA and UK. Kerala,
Tamil Nadu, Delhi. Uttar Pradesh and Rajasthan are the top five states to receive inbound
tourists. Domestic tourism in the same tear was 740 million. Andhra Pradesh, Uttar
Pradesh, Tamil Nadu and Maharashtra received the big share of these visitors. Ministry of
tourism is the nodal agency to formulate national policies, the Ministry consults and
collaborates with other stakeholders in the sector including various Central
Ministries/agencies, the state governments and union territories and the representatives of
the private sector. Concerted efforts are being made to promote new forms of tourism
such as rural, cruise, medical and eco-tourism. The Ministry of Tourism also maintains
the Incredible India campaign.

According to World Travel and Tourism Council, India will be a tourism hot-spot
from 2009 to 2018, having the highest 10-year growth potential. The travel & Tourism
competitiveness Report 2007 ranked tourism in India sixth in terms of price
competitiveness and 39th in terms of safety and security. Despite short- and medium-term
setbacks, such as shortage of hotel rooms, tourism revenues are expected to surge by 42%
from 2007 to 2017. India’s rich history and its cultural and geographical diversity make
its international tourism appeal large and diverse. It presents heritage and cultural tourism
along with medical, business and sports tourism. India has one of the largest and fastest
growing medical tourism sectors.

2.5 TYPES OF TOURISM IN INDIA

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 All types of tourism in India have registered phenomenal growth in the last
decade ever since the Indian government decided to boost revenues from the tourism
sector by projecting India as the ultimate tourist spot.

The reason why India has been doing well in all types of tourism in India is that
India has always been known for its hospitality, uniqueness, and charm attributes that
have been attracting foreign travelers to India in hordes. The Indian government, in order
to boost tourism of various kinds of India, has set up the Ministry of Tourism and
Culture. This Ministry recently launched a campaign called ‘Incredible India!’ in order to
encourage different types tourism in India.

The result was that in 2007, foreign tourist spent around US$ 15.4 billion during
their trips to India. Being a country with tremendous diversity, India has a lot to offer in
terms of tourism and related activities. The diversity that India is famous for that there is
something to do for all tourist in India, no matter what their interests.

Adventure tourism

As a kind of tourism in India, adventure tourism has recently grown in India. This
involves exploration of remote areas and exotic locales and engaging in various activities.
For adventure tourism in India, tourists prefer to go trekking to places like Ladakh,
Sikkim, and Himalaya. Himachal Pradesh and Jammu and Kashmir are popular foe skiing
facilities they offer. Whitewater rafting is also catching on in India and tourist flock to
places such as Uttaranchal, Assam, and Arunachal Pradesh for this adrenalin-packed
activity.

Wildlife tourism

India has a rich forest cover which has some beautiful and exotic species of
wildlife, some of which that arte even endangered and very rare. This has boosted
wildlife tourism in India. The places where a foreign tourist can go for wildlife tourism in
India are the Sariska Wildlife Sanctuary, keoladeo Ghana National park, and Corbett
National park.

Medical tourism

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 Tourists from all over the world have been thronging India to avail themselves of
cost-effective but superior quality healthcare in terms of surgical procedures and general
medical attention. There are several medical institutions in country that cater to foreign
patients and impart top-quality healthcare at a fraction of what it would have cost in
developed nations such as USA and UK. It is expected that medical tourism in India will
hold a value around US$ 2 billion buy2012. The city of Chennai attracts around 45% of
medical tourists from foreign countries.

Pilgrimage tourism

India is famous for its temples and that is the reason that among the different
kinds of tourism in India, pilgrimage tourism is increasing most rapidly. The various
places for tourists in India for pilgrimage are Vaishno Devi, Golden Temple, Char Dham,
and Mathura Vrindavan.

Eco tourism

Among the types of tourism in India, ecotourism have grown recently. Ecotourism
is entails the sustainable preservation of naturally endowed area or region. This is
becoming more and more significant for the ecological development of all regions that
have tourist value. For ecotourism in India, tourist can go to places such as Kaziranga
National Park, Gir National Park, and Kanha National Park.

Cultural tourism

India is known for its rich cultural heritage and an element of mysticism, which is
why tourist come to India to experience it for themselves. The various fairs and festival
that tourists can visit in India are the pushkar fair, taj mahotsav, and suraj kunda mela

The types of tourism in India have grown and this has boosted the Indian
economy. That it continues to grow efforts must be taken by the Indian government, so
that the tourism sector can be contribute more substantially to the nation’s GDP

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2.6 TOURISM IN KERALA
Kerala is truly the undiscovered India. It is God's own country and an
enchantingly beautiful, emerald-green sliver of land. It is a tropical paradise far from the
tourist trial at the southwestern peninsular tip, sandwiched between the tall mountains
and the deep sea. Kerala is a long stretch of enchanting greenery. The tall exotic coconut
palm dominates the landscape. Recently, Kerala was recognized by the UNICEF and the
World Health Organization as the world's first "baby-friendly state”. The state's
international recognition just help them to be more motivated regarding their health care
system that they have been engaging within the past few years.
The "land of coconut tress". This is what the name Kerala actually means. Aside
from being considered as the pioneering health and medical tourism in India, this state
also kept some alluring secrets behind it that will truly captivate the heart of many
tourists. Kerala is one of the exotic destinations of the world and over the recent years its
popularity has also increases. In fact, the National Geographic travel magazine
considered the state among the fifty must see locations in the entire world. With this, The
Tourism Department of the state launched various promotions of Kerala's natural beauty,
breathtaking landscape and tropical beaches. They even come up with the slogan "God's
Own Country” which results to a significant reflux of tourist and foreign Visitors.
Kerala is such a paradise for individuals who have been there for whatever reason.
It may be for some sort of exploration with its nature or may be for its health care system.
Although the state is located in a third world country, the state of Kerala manages to
reinvent itself and provide most appropriate needs that they can render.

It was during the 50's when the state has a State Hospitality Department which
usually tends to run a guest house and other arrangements among the VIPs. Also still at
that time, they weren't enough facilities such as hotels to accommodate foreign visitors
that is why the guest houses where used for their lodging. After a decade, they have
started to encounter a large traffic of tourist. This event gave them the idea that there are a
lot of opportunity on the hotel sector that why the government since then implemented a
separate department on it.

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 After acquiring a separate Tourism Department, the state soon realizes that there
is a huge market for health tourism. The good thing about Kerala's concept in health
tourism is that they remained faithful regarding their culture and beliefs. They have been
incorporated their own techniques in medication without sacrificing the true essence of
providing proper health care. Part of their general notion is to implement the Ayurveda or
the Ayurveda Medicine. This is an ancient Hindu system of health care that is native to
the Indian Subcontinent. The word Ayurveda was roughly translated as the "knowledge of
a long life". The Ayurveda is merely concerned with the measures to protect life, which
includes healthy living among the therapeutic measures that relate to physical, mental,
social and spiritual harmony. This is also considered one among the few traditional
systems of medicine to contain a sophisticated system of surgery which they called
"salya-chikitsa". By incorporating the method of Ayurveda, they still manage to provide
every foreign visitor a taste of their culture.

According to Suman, the director of the tourism department in Kerala, it was

about a decade ago when the state starts promoting the method of Ayurveda in a large
scale. Since then, it was globally acknowledge and he even emphasized that they don't
even need to market Ayurveda from scratch for it becomes a global term Aside from
being known for Ayurveda. The state is also considered as the first baby-friendly state in
the world. This becomes possible because Kerala have maintained their central focus on
primary education and health’s care which very unusual among the states in India. It is
also the only state in the country wherein the sub-replacement fertility is implemented.
This means that Kerala 1s now being associated with the developed countries such as
Canada. Japan, Russia, United States of America and United Kingdom wherein the sub-
replacement fertility rate is approximately below 2.1 children per woman's life time.

Kerala is probably the greenest place you will ever see; it is one of the 10
paradises in the world. The coconut palms, the red tiles houses, the innumerable lakes and
beaches will remain long lasting impressions to any visitor. The colorful festivals, various
types of dances, martial arts and wildlife sanctuaries are the other attractions. Kerala is a
narrow strip of land locates on the south western edge of the Indian subcontinent. It is

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placed between the Western Ghats mountain range on the East and the Arabian Sea on the
West Kerala is a heady amalgam of Nature's very best.

The divine high ranges of the Western Ghats on the east, The Arabian Sea on the west.
Emerald paddy fields. Virgin forests, limpid backwaters, and beaches by the dozen,
which in the days of yore lured adventurous hearts from all over the globe. Kerala is
God's own land, untouched and unparalleled. Kerala is a land of great natural beauty.

2.7 TOURISM MARKETING

It is promoting of destination and magnetizes large number of travelers. To

Endeavour inflow of huge number of visitors this not only creates a significant financial
improvement for the service industry but also for other peripheral sectors which helps in
developing the tourism industry. Tourism marketing can be doing well if the appropriate
targeted tourists group is identified. To create a vision of a dreamy holiday for a lifetime,
marketers try to develop a perception and image in the minds of the tourist, which leads
to the shaping up of expectation to explore the destination. This insight of the
destination’s image is created through brochures-the tangible tool for selling the
experience. Marketers take every possible effort to make the travelers expectations
coincide not only with perceptions but also interests and aptitude, hence satisfying them
greatly.
The following criteria are to be considered for making tourism marketing
successful.
 Attractions –like promotion of countryside tourism around a heritage site
 Infrastructure-lodging, food, cleanliness, cleans water, basic facilities and services
etc.
 Accessibility –roads, means of transportation (should be closer to railway stations and
airport)
 Carrying capacity of the destination
 Issues related to environment factors
 Safety, law and order situation

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 The current scenario demands the marketers to develop an integrated marketing
program, which will generate long-run lucrative sales volume and gratify the long-run
wants of its customers. In India, different destination stands in the different stages of
product life cycle, which projects their position in the tourism market. If the study of
different destinations like goa and shimla, always flooded with domestic and foreign
tourists throughout the year, have reached their maturity level exhausting their carrying
capacity. Hence no further promotion is required, yet it should be taken care to sustain
their image, checking their decline and looking after the negative impacts of tourism. In
marketing words they require internal marketing, product enhancement, inspecting the
decline, appropriate maintenance, etc. hence, proper planning and developments of tourist
products are required to make tourism marketing successful.

2.8 TRAVEL AGENCY

Agencies have become an integral part of worldwide travel, tourism and
transportation industry. Nowadays travel has become both increasingly important and
complex 1n its variety of modes and choices. Travelers are faced with a myriad of
alternatives as to transportation, accommodation and other travel services. They must
depend on travel agencies and other in the industry to guide them honestly and
competently. Technically, a travel agent is the owner or manager of the agency. But other
employees responsible for advising clients and selling tickets are commonly referred to
the travel agents. A travel agents job involves not only making sales but also gathering
information, researching travel products, analyzing options, and making
recommendation. For these reasons, travel agents are often referred to the travel
consultants or travel counsellers.
A retail travel agency sells travel arrangements directly to the public. More
specifically, an agency sells air, land and sea transportation; lodging accommodation,
cruise trips, package tours, travel insurance and other related products. Some travel
agencies combine with retail and wholesale activities on the same premises. For example,
Thomas Cook sells both retail and wholesale products and American Express Travel
related services sell tour packages to other travel agencies and also provide retail services

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to the public. An in-plant or house agency is a department or division of a company setup
to handle the travel requirements of companies’ employees.
The main products of a travel agency are transportation, accommodations and
packaged vacation. Airline tickets are the primary products line of most travel agents.
Classification of travel Agents
Travel agencies are profit making business firms setup for the purpose of
organizing trips. At present they either act as middle man between their customers and the
firm supplying the services required or as actual tourist entrepreneurs. Travel agent is the
organizer of travel.
Travel agencies are classified into two main categories.
1. An intermediary Travel Agency.
2. An organizing Travel Agency.
1. Intermediary Travel Agency
Intermediary Travel Agency undertakes intermediary to act for another, in
obtaining either a journey or a sojourn possible in return for the price for the services.

2. Organizing Travel Agency

An organizing travel agency undertakes to organize for the public, a journey or
sojourn comprising a series of services relating to whether for a similar or different nature
in return for an industries pre-arranged price.
These two categories are also known as “Tour Operator” and “Travel Agent” to
distinguish one from another. Another type of nomenclature refers to these two categories
as wholesalers and retail travel agents.

There are a number of approved travel agencies and tour operators in India. They
operate through network of field offices at important places of tourist of interest. Some of
these agencies have representative posted in the traffic generating markets. They render
valuable services to the tourist by looking after their total needs and comforts. They form
a vital segment of the tourist industry. They introduce new ideas, create new tours and
render personalized services to the tourists making their stay an enjoyable experience.
They generate goodwill for the region as an attractive destination. Most of the approved

22
travel agents are members of national and international bodies like TAAL PATA, ASTA,
and UFTA etc

23
2.9FORMS OF ORGANIZATION

A Travel Agency is organized as one of the three entities.

1. Proprietorship

2. Partnership and

3. Corporate

Proprietorship

It 1s a business owned by an individual. It debts. Obligations and taxes known as

liabilities and income for the proprietorship is consider as owners personal income. The
owners must report all the income on his or her individual income tax return. Expenses
such as advertising, bank charges, equipment, depreciation, insurance, office supplies,
rent, utilities and other costs of doing business may be deducted from income before
taxes are paid.

Partnership

Travel agency being seen on a partnership basis is jointly owned by two or more
individuals. The cash possession, and other items of value, known as assets; and all the
obligation, are shared equally by each partner. Each owner is taxed according to his or
her share of profits. Each partner must report his income from business on their tax
returns and may have to pay self employment tax as well. The partnership must submit a
separate tax return disclosing the profit. Draws and advances paid to the partners. The
registered partnerships are governed by the Indian Partnership Act 1932.

24
Corporate

A corporate travel agency is hold by shareholders/stock holders who are

represented by the board of directors. Unlike a proprietorship or partnership, a
partnership, a corporation is considered to have its own identity separate from that of its
owners. Legally, it is a person by and of itself. A corporation pays its own incomes and
taxes. When profits are distributed in the form of dividends, the individual share holders
pay income tax on them as well. The corporation and not its share holders, is responsible
for the liabilities of the business. In some cases, the direction and officers may be held
responsible for debts of the business and acts of the employees. All the
Corporate agencies are governed by the Indian companies Act, 1956. There may be two
types of companies. Public Limited and Private Limited. The later one is sustainable for
medium type of organization.

2.10 NATURE OF WORK

The main function of a travel agency is to ensure a smooth. Comfortable and

definite travel by taking all the responsibilities of making reservations and assist the
passengers in completing all the formalities involved in the travel.
As a salesman, the travel agent must able to take advantage of his services. The
salesman studies the interest of his travel, interest of his travel customers, learns where
they are travelled, appraises their financial resources and time available and presents
alternative places in the most effective fashion. .
As a travel consultant, the agent gives to his client suggestions regarding travel
plans and itineraries, information on transportation alternates, and advice on class and
rates of hotels and motels.
Many travel agents only sell tours developed by travel organization. The most
skilled agents organize tours on a whole sale basis. This involves developing an itenary
arrangement of tour leadership, making tentative reservations for transportation, hotels

25
and even for side trips, publishing the tours through a descriptive brochures, scheduling,
reservation tours arranged at the specific requirements of a group meet a particular need.
In addition to other duties a travel agent may serve as a tour guide, leading trips ranging
from one work in a local area to six months around the world. Agents often find tour
leadership in a useful way to gain personal travel experience and to become thoroughly
acquainted with persons who may represent potential customers for additional trips. Tour
leaders receive all their expenses.

The agent serves as a book keeper to handle the complex pattern of transportation
and hotel reservation with characteristics of each trip. He works directly with airlines,
steamship, rail, road and bus companies. He makes direct contacts with hotels and sight-
seeing organization or works indirectly through a correspondent arrangements demand
executing standards of accuracy. After reservations are made, the agents must write or
obtain tickets, develop itineraries and send out bills for reservations involved.

2.11 TYPES OF TRAVEL AGENCIES

Retail Travel Agencies

A retail travel agency sells tourist products directly to the public on behalf of the
product suppliers and in return gets commission. Some package tours are sold in two
ways, 1.6. on a commission basis and markup price. When a travel agency sells a tour on
marked up price it means that first it mark up the cost of a tor and then it sell it at a higher
rate. The mark up price is the difference between retail price and wholesale cost.

Wholesale Travel Agency

These agencies are specialized in organizing package tours, which are marketed to
the customers/tourist through the network of a retail travel agency or directly to the
prospective clients. A wholesale travel agency purchases tourist product components in
bulk and design package tours. Sometimes, a wholesale travel agency buys travel
components from a vendor in bulk and resells them to other travel business organizations

26
2.12 TRAVEL AGENCY-LINKAGES

Basically a travel agency serves two types of clients: business travelers and
leisure travelers. Incidentally, the requirements of these tourists are different and an
agency has to assemble or purchase related components from the principal suppliers to
cater their needs. Essentially, travel agencies, maintain close ties with the Airlines, car
rentals, banks, insurance companies, railways, government, trade associations, foreign
tour operators and travel agents, ground operators, cruise companies and tourism
educational institutes.

27
 Lodging Cos.
Airlines
Hotels, Motels,
Domestic and
Resorts, others Cruise Cos.
International

Transport
Tourism
Road, Rail
Associate

Tour
TRAVEL Wholesalers
Cultural and
Entertainment
Organizations
AGENCY

Insurance
Cos.

Ministry of
Foreign Travel
External
Cos.

Govt. Dot Banking

Companies

Educational
Institutions

28
Airlines

International Air Transport Association (IATA) operates a network by which

travel agencies sell airline tickets and receive commission. Thus the sale of airline tickets
and receive commission. Thus, the sale of airline tickets is highly regulated and strictly
controlled. The agency's commission range from 5 to 11 per cent but most major airlines
offer additional incentives. ie, cash bonuses and override commission.

Accommodation Companies

Most hotels and other lodging companies, including major Indian and
International hotel chains, pay commission to the travel agencies. Hoteliers dealing with
travel agencies are more informal and less regulated than the airline companies.
Interestingly. many hotels and hotel chains participate in Computer Reservation System.
Permitting hotel reservations to be made at the same terminal which is used to sell airline
tickets. The commission received from hotels is the second largest component of total
agency revenue. But if purchase is made in bulk then the profit is based on the negotiated
prices and accordingly the profit may be higher or lower.

Cruise Companies
The cruise companies are informally regulated by its own governing body. ie.
Cruise lines association, which must approve any travel agency that desires to sell
booking on behalf of any cruise company. The cruise companies also offer a complete
package including sea travel, accommodation. food, entertainment and sometimes air
travel also. The commission varies from 10 to 20 percent. More cruise package tours are
sold to the public through travel agencies.

Insurance Companies
Today many travel companies have included travel insurance in their package
tours. The company insured the travelers to protect them against accident, loss of baggage

29
and missed flights. Successful travel agency management has to make close contact with
insurance companies to obtain insurance policy for its clients.
Banking Companies

Travel agencies offer banking facilities to the travelers like clearance of traveler
cheques and arrangement of foreign currency. Only those travel agencies, which are
authorized by Reserve Bank of India under foreign Exchange regulation Act 1973, can
deal with foreign currency. Banking companies give commission to travel agencies on
traveler cheques and currency exchange.

Educational Institutions
An agency's success depends almost entirely on the competence of management
and expertise of the staff. It develops man power planning in such a way that will help to
conduct on campus selection and match the students to the requirements of the company.
The linkage between travel companies and tourism education institutions will solve the
problem of human resource requirements of present and future.

Travel Trade Associations

These associations provide a common platform to solve many problems of the

members such as training, common code of conduct, airlines commission or any other.
There are a number of travel trade associations like TAAL IATO, ASTA. IATA and PATA
which are quite active in the promotion of travel trade at global. Essentially, every travel
company should be approved by these associations to avail financial and non-financial
incentives and commissions from the Airlines, Hotels, railways etc.

Other organizations
The travel agencies need to maintain close ties with many other organizations
offering travel related services like cultural and entertainment organizations, foreign tour
companies, regional passport office, department of tourism both at centre and states,

30
sports operators, transport operators, food and beverage business etc. In fact these
organizations play a vital role in making travel a complete product.

31
 CHAPTER III
COMPANY PROFILE
3.1 AKBAR TRAVELS OF INDIA PVT. LTD
Akbar Travels of India Pvt, Ltd the flagship company of Akbar group. Akbar
travels had a humble beginning in the year 1978. The phenomenal success of the travel
agency is on account of the vision and direction of the founder/chairman and managing
director Mr. K.V Abdul Nazar. As a travel agency, handling ticketing mainly to the
middle east with his vision and leadership the agency has today grown to the largest
travel company in India and abroad both in terms of number of branches and business
turnover.
The growth of Akbar Travels in the last one year has been phenomenal with 14
new IATA branches opened at various locations. Today Akbar Travels is the largest travel
agency with 57 1ATA branches and 36 non-IATA offices in India, Employing over 3000
travel professionals. Presently there are 30 branches in Kerala, spanning almost all the
districts of God's own country. The turnover of the group for the current year is estimated
to be over Rs 5000crores.
The business philosophy of Akbar Travels is to provide prompt and friendly
service at affordable price to all their customers. This policy is much appreciated by the
travelling community is evident from the big growth of the agency by mere word of
mouth publicity from the satisfied customers.

Akbar travels provide land transport, visa and immigration assistance, boarding
and lodging. This business was started in the seventies when labour traffic to the Middle
East was its infancy. Ease of travel and accessibility to transportation methods with easy
ticketing facilities. Everything is combined in Akbar Travels. Akbar Travels has brought
near to the masses their dreams of flying and transportation to their door steps. One of the
pioneers in flying with Akbar travels air

32
 Ticket, people can easy book tickets to different destinations throughout the world
indifferent airlines now with ease. The Akbar Travel has made booking of air tickets,
train tickets and hotels bookings very easy with its user friendly booking interface. One
simple has to go to the online portal of Akbar Travels at www.akbartravelsonline.com and
put in the information regarding the destinations and start preparing their tour itinerary.
Payment options for Akbar Travel have been quite easy with credit cards and debit cards
and even net banking options. This makes people opt for the Akbar Travels air ticket with
ease.

At present Akbar Travels has become one of the leading travel providers to the
major part of India, especially the south of India catering to flights, trains, buses and
hotels. And still efforts are on to provide Akbar Travels air ticket to the eastern and north
of India. With active partnership and collaborations with the trains and bus operators in
the India, the Akbar Travel is fast becoming a preferred one stop shop for the people to
travel to different parts of the country as well as the many other parts of the world.

Good ticketing interface. Easy payment options. And quick customer services are
some of the important options that are being projected to attract people to the Akbar
Travels. In short Akbar Travels has become a one stop travel agency which 1s easily
accessible to people for their travel needs.
The cheaper costs and the various deals on Akbar Travels air ticket are a major
attraction and Akbar Travels are sure to rope in a larger section of people to these online
portals. Comprehensive travel management services. Easy and dedicated management.

Team and lastly the efficient customer services are the most important hallmark of
the Akbar Travel which has gradually put this online portal into the world map. The
company has won awards and major recognition from major air lines and travel
organization for top performance in passenger and cargo handling.

33
3.2 GROWTH IN INDIA

Akbar Travels of India is the largest Travel Agent in India in terms of IATA
approved Branches, staff strength and business turnover. Currently, there are 57 IATA and
36 non- IATA Branches all over India serving our customers. The growth from humble
beginnings as a small travel agency specializing in Gulf-bound traffic to a well
diversified agency providing the entire gamut of travel services was indeed spectacular.
There are Akbar Travels of India branch offices in all major cities in India. Akbar Travels
is the largest issuer of air tickets in south East Asia according to IATA statistics.

Branch Network and franchise Operation in India

Number of Branches & States covered.

 South –(43) Kerala, Tamil Nadu, Karnataka, Andhra Pradesh

 West –(20) Maharashtra, Gujarat

 North –(09 Delhi, Rajasthan, Punjab, U.P, Jammu & Kashmir

 East –(04) West Bengal, Assam, Orissa

Apart from the above mentioned branches, Akbar travels also have 50 Franchise
offices of Akbar travels online all over India

3.3 OVERSEAS OPERATIONS

Akbar Travels started its first overseas branch in Sharjah, UAE in the year 2006.
Now there are twelve well-equipped offices in the U.A.E, located in the emirates of Abu
Dhabi, Sharjah, Ajman, Dubai and Ras Al Khaimah. Within four years of operations in
the Gulf. Akbar Travels is already among the top productive travel agents in this area.
The first office in Sultanate of Oman was started in November, 2009. February, 2010 saw

34
Akbar Gulf Travels opening its branch in Jeddah. Saudi Arabia. Later in the year a new
Branch office was opened at Doha. Qatar. There are plans to open more offices in other
major cities in the Middle East.

Branch network in Middle East

Akbar Travels of India Pvt. Ltd. started its first international branches at Sharjah.
UAE on 15th August, 2006. Now there six branches in the UAE and some more branches
are going to be set up soon. Within two years of operation, Akbar Travels in Gulf is
among the top producing agents in the area. The branch offices are located in the
following cities:

 Ajman

 Abu Dhabi

 Riyadh

 Dubai

 Ras Al Khaima

 Jeddah

 Sharjah

 Al Ain

 Muscat

3.4 AWARDS AND ACCOLADES

Being the highest revenue producing travel agent for almost all the international
and domestic airlines operating in India, Akbar travels of India has received several
awards. These awards and recognition has inspire Akbar travels to strive harder and excel
in the field of travel and tourism

35
  Abacus Award, Singapore

 Air India Award, Dubai

 Dubai Jet airways Award

 Gulf Air Award, Delhi

 Gulf Air Award. Kolkata

 Gulf-Air, Chennai

 Hahn Air Award

 Lufthansa Award, Kolkata

 Malaysia Airways Award, Chennai

 Gulf Air Award. Trivandrum

 Kenya Airways Award, Nairobi

Value of Akbar travels of India

Trust:-

 Trust of employees in management

 Trust of management in employees
 Trust of customer in the organization

Honesty and integrity:-

 Between customer and organization

 Between staff and organization
 Between management and staff

Business ethics:-

 No sacrifices of business ethics in any deal between any interested parties

36
Security:-

 Job security for staff

 Security for management of dedicated
 Staff
 Security for customers

Expertise:-

 Scientific planning by management to build expertise in staff as desirable to

relevant functions and technology change from time to time

Customer satisfaction and confident:-

 Customer is the focus for all project and activities

Social responsibilities:-

 Implementing actions for environment

 Protection where ever applicable
 Rise to the occasion of social demand

Respect:-

 Respect clients and associates for their views, opinions, and values

3.5 OBJECTIVES OF AKBAR TRAVELS OF INDIA

 To deal with all types of customers

 National and international representation on travel industry
 To market the famous tourist destinations
 Logistics operations on cargo
 Foreign exchange operation
 Offer best possible fares on scheduled airlines around the world
 Best customer satisfaction

37
3.6 VISION AND MISSION STATEMENT

Vision statement:-

 To be leader in the service industry through

 Operational consistency
 Focus on customer service

Mission statement:-

 To provide warm, professional, and knowledge service to all clients, as well as to

potential clientele
 Develop comprehensive travel products
 Expand the relationship with airlines, charter flight operators, hotels, and tour
operators within India as well as overseas.
 To deliver professional service our inbound and outbound services
 Maintaining flexibility to adapt to local and international market trends
 Expanding market strength through superior service levels.

3.7 PRODUCTS AND SERVICES

 Domestic and International Air tickets.

 Hotel Reservations.
 Holiday packages.
 Foreign Exchange.
 Hajj & Umrah service.
 Visa Assistance.
 Travel Medical Insurance.
 Car Rental Service.
 Bus bookings.
 Train bookings.
 Cruise bookings.
 Airport Assistance-Swagat Seva.

Domestic and International Air tickets

38
 Highly qualified and experienced travel consultants help to plan domestic and
international travel. With years of experience. Offer the best possible fares on scheduled
airlines (full service as well as budget carriers) around the world. Tailor made services
and options are given to suit every requirement.
Expertise in air ticketing and goodwill with all major airlines, Akbar Travels
offers the most competitive airfares for all sectors. Akbar Travels have tie-ups and special
deals within the aviation industry. Which will ensure that the best possible fare.

Hotel Reservation

Akbar Travel provides budget, standard and luxury hotel accommodation within
India and abroad at discounted rates. Booking a hotel room with Akbar Travels is easy
and convenient. Akbar Travels have tied up with major consolidators such as GTA,
Travelocity, Turico etc. whose inventory we frequently use. Vast selection of discounted
hotels with listings of price, availability and amenities makes booking with Akbar a
delightful experience.

Holiday Packages

Holiday packages to suit all budgets and tastes are available with Akbar Holidays
and Benzy Holidays. Packages are available for Indian destinations and also tourist
hotspots across the world. Akbar holiday packages are carefully prepared to include air
fare. Hotel accommodation, airport transfer and sightseeing. All components of the
package are carefully selected to ensure that the passengers have a hassle-free holiday.

Foreign Exchange

Akbar Forex is the Foreign Exchange Division of Akbar Travels of India, licensed by the
Reserve Bank of India.

39
 Forex arranges common Foreign Exchange services for travelers and non-
travelers interested in exchanging money.

Hajj & Umrah Service

The Hajj package is for 35 days, comprising : (16 days in Mecca, 5 days Fariz
Hajj Baitullah, 8 days Medina Munnawara and 1-2 days for travel/rest).

This includes the following:

 Hajj returns air fare.
 Endorsement of Hajj / Umrah Visa.
 Accommodation.
 Moellim fees
 Local transportation during Hajj
 Food, snacks.
 Ziarat of the Holy places in Medina Munnawara

Umrah Package

Akbar Travels of India enjoys the permission from the Ministry of External
Affairs, Saudi Arabia to operate as umrah tour operator in India. Akbar Travels of India
organizes Hajj pilgrimage for the devoted at a reasonable price. The company offer
elaborate infrastructure, own accommodation. Hygienic food and comfortable travel
arrangements, both at the point of origin and in Mecca, for approximately 2500 to 3000
pilgrims every year.

Visa Assistance

Akbar Travel offer professional services to help you out with visa related queries,
ensuring that a truly enriching travel experience. Akbar Travels have a full- fledged

40
department to ensure proper documentation, and quick hassle-free processing of
passport/visas to any country. The travels have been highly regarded as one of the best in
the industry in terms of delivering a timely and dedicated visa service to the customers.
Akbar provide ample advice and assistance in help to gain the visa that the customer
require, also specialize in Group visas required by smaller or larger groups like.

 Work permit Visa

 Student Visa
 Business Visa
 Tourist Visa
 Journalist Visa
 Research Visa
 Transit Visa

Travel Medical Insurance

The Travel Insurance Policies are issued on following companies to passengers.

Reliance General Insurance

Bajaj Alliance

Oriental Insurance

Future Generali Insurance

Travel insurance policies cover unexpected events during travel such as medical
emergencies and accidents. Insurance is available for both domestic and international
travel and cover eventualities like loss of passport, loss/delay of baggage, and delay of
flights. Accidents and hospitalization. Akbar Travels assist the passengers to choose the
insurance most suited for their need.

Car Rental Service

41
 Akbar Car Rental Service operates a fleet of over 700 cars from 12 of the
important airports in India. Cars are available for airport pickup, drop or for use in the
city.

Bus Bookings

Bus bookings are available on website www.akbartravelsonline.com itself.

Travels feature bus services by 700 bus operators on 10,000 routes across India. Making
bus bookings at Akbar’s website is fast and convenient.

Train Bookings

Akbar travels also provides train bookings. Akbartravelsonline.com is the

authorized agent for irctc e-train bookings. Customers get tickets on all trains of Indian
Railway at Akbar’s website www.akbartravelsonline.com. Rail Tourism Holiday
packages across India can also book from the website.

Akbar Holidays is the authorized agent to book train services on all important
Railway Networks around the world.

Cruise Bookings

Cruising around the world is increasingly becoming popular among Indian

travelers. Akbar Holidays represent the most prestigious Cruise companies around the
world.

India

Blue Ocean Cruise — Operating from Mumbai

International

Can book following international cruises from Akbar Holidays.

 MSC Cruise
 Star Cruise

42
  Royal Caribbean
Airport Assistance

Akbar offer airport services to those who require it, including 'Meet & Greet’
services 'Airport Representatives’ on demand, 'Escorts’ for Group travel etc. The ‘Qwagat
Seva’ service is available at select airports in India. Give escort to passengers in and out
of the airport and assist them in clearing all the formalities until the security check-in
counter.

3.8AKBAR GROUP OF COMPANIES

Akbar group is now diversified in to various segment of travel business.

Following are the Akbar group companies engaged in the travel related business.

 Akbar Travels Online.com

 Akbar Academy
 Akbar Holidays
 Akbar Car Rental Services
 Akbar Express Cargo Service
 Akbar Forex
 Akbar Insurance Agency Service Pvt. Ltd
 Bency Food and Beverages Pvt. Ltd
 Bency Holidays
 Bency InfoTech
 Bency Print Bureau
 Bency Transport Corporation
 Hotel bency palace

Akbartravelsonline.com

After three years of successful operations, akbartravelsonline.com, the travel

portal promoted by India’s leading Travel Agent, Akbar Travels of India is poised for
greater growth.

In addition to strengthening its existing services to customers and travel partners,

many new travel- related products are added to the web site. IRCTC e-train tickets are

43
now open for booking and a number of travel agents who have signed up as partners are
taking advantage of this feature.

Biggest success of the web site is in gaining direct access to many of the Low-
cost Carriers operating in and out of India. Akbartravelsonline is already the leading web
site promoting all the no frill carriers operating domestic flights in India. Recently this
success was extended to the international segment by gaining access to many of the
international carriers, including Air Arabia, Bahrain Air, Jazeera Airlines and Sama
Airlines. Akbar travels have the distinction of being the first and only website to be
integrated to AirAsia.com, the largest Low Cost carrier in the world. With more Airlines
added to the list, the website becomes a one-stop-shop for agents.

Akbar Academy

Akbar Academy, the Travel & Tourism training institute was started by Akbar
Travels of India, the No.l Travel Company in India to meet the ever increasing demand
for trained personnel in the Travel & Tourism industry. Tourism is the fastest growing
industry around the world and trained professionals are required to cater to the needs of
the travelers. Travel industry is in the forefront of technological advancement and it is
necessary to upgrade the systems and knowledge according to the developing
technologies.

Akbar Academy’s goal is to provide industry-relevant, job oriented training to the

students. Training centers located in many cities in India, Akbar offer IATA, UFTAA
courses, which will equip the student to work in Travel Agencies, Airlines and other
travel related organizations in India and aboard. We also have many short term courses
covering various topics relevant to the industry.

IATA COURSES

 IATA UFTAA Courses

 IATA UFTAA Consultant Courses Know About IATA UFTAA Foundation and
EBT Courses
 IATA GDS Fares and Ticketing
 IATA Cargo Introductory Courses Certificate and Training

44
  IATA FIATA Air cargo Rating
 IATA FIATA Dangerous Goods Regulations

DIPLOMA COURSES

 Diploma in Air Cargo Management

 Diploma in Airline Financial Accounting BSP
 Advanced Diploma in Tourism Management
 Diploma in Airport Management
 Diploma in Travel and Tourism Management
 Diploma in Airline Tourism Management

CERTIFICATE COURSES

 Travel and tourism courses

 Air cargo
 Amadeus
 Galileo
 Abacus
 Destination training
 Personality Development & Communication Skill

Award for Akbar Academy

Akbar Academy won the prestigious Best Performance award 2009-10 for IATA
Authorized Training Center from international Air Transport Association and become an
“IATA Global Top 10 Premier Circle Member”.

Academy centers are located in the following cities.

 Trivandrum
 Chennai
 Tirur
 Palakkadu
 Kodungallur
 Trissur
 Mumbai
 Calicut
 Nagercoil
 Manjeri
 Kanhangad

45
 Mr. Ajith Nai(Principal)r, Akbar Academy - Trivandrum received 'Best Performance
Award 2009-2010' for IATA Authorized Training Center from Mr.Gumnit Gill, Regional
Training Development Manager, IATA Training and Development Institute.

Akbar Car Rental

Akbar Car Rental was started in the year 2000, providing Cars on hire from
Mumbai Airport. Today Akbar Car Rental Service has a fleet of over 700 cars. located at
12 major airports of India. Being an all India permit holder and having a strong
infrastructure within India, Akbar Car Rental provides transportation for any given
destination across the country from major airports. With the modern fleet of cars and
efficient and friendly service, Car Rental Service is poised for steady growth. Other
services provided by Akbar car rental are Airport transfer, Hotel drop, Pick up & drop for
Airline staff. Group packages and Family packages.

The cars are deployed the following Airports:-

 Ahmadabad

 Delhi

 Patna

 Bangalore

 Hyderabad

 Pune

 Bhopal

 Mumbai

46
  Trivandrum

 Chennai

 Nagpur

 Vishakhapatnam

Akbar Express Cargo service

Akbar express cargo service is the IATA approved cargo division of Akbar group,
with the import and export business in India making steady growth every year, there is a
great scope for the cargo business. The cargo division was set up to look after the
growing cargo forwarding market

There are presently 5 offices of Akbar express cargo located in the following
cities
 Trivandrum
 Cochin
 Chennai
 Calicut
 Mumbai

Akbar Forex

Akbar Forex is the Reserve Bank of India approved Foreign Exchange Division of
Akbar Group. Foreign currencies can be sold and bought at all branches of Akbar Travels
of India. There are also Akbar Forex counters at many of the important Airports in India.
Foreign exchange can be bought in currencies of leading countries or in traveler's cheque.
Another option is the Foreign Currency Card issued by AXIS Bank, which gives the
flexibility of re-charge while travelling abroad. Whatever the need for foreign exchange,
Akbar Forex is there with fast and efficient service.

47
Akbar Insurance Agency Service Pvt. Ltd.

Since a large number of passengers buy their domestic and international air ticket
from Akbar Travels of India offices, other services needed for their travel are also offered
for their convenience. Akbar Travels promote sale of Travel Medical Insurance, since
Akbar insurance agency service Pvt. Ltd believe that the amount spent on insurance is not
expenditure, but a necessity in case of medical emergency or accident while traveling.
The Travel Insurance Policies are issued on following companies

 Reliance General Insurance

 Oriental Insurance

 Bajaj Alliance
 Tata AIG insurance

Insurance policies issued by other companies are also available, as required by the
passengers.

Akbar Holidays

Akbar Holidays was set up under our online travel portal Akbartravelsonline.com,
to meet the ever increasing demand for flexible domestic and international holiday
packages from India. It is headed by Ms.Benazir Nazar. who has experience in organizing
leisure packages for both corporate houses and individuals The head office of Akbar
Holidays is located at Standard Plaza Chambers, R.D Street. Fort, Mumbai 400 001.
Within two years of its inception, Akbar Holidays already have offices in 6 metro cities -
Delhi, Chennai, and Kolkata. Bangalore, Hyderabad and Cochin.

Akbar Holidays is progressively placing well trained staff at all the Branch
Offices to cater to the need of the leisure traveler. Presently Akbar holidays offer
domestic and international holiday packages to the following market segments:

48
  MICE (Meetings, Incentives, Conferences, & Exhibitions) travel for companies.
 Cruise bookings.
 Individual travel.
 Group travel.

“Affordable and hassle-free holidays to patrons, tailor-made to suit individual

choice” is Akbar holidays motto. Akbar travels trust the word-of-mouth publicity
generated by the satisfied customers would help Akbar Holidays to grow and become one
of the leading leisure travel specialists in India.

Recently, Akbar holidays have been appointed as the General sales agent for
Madhya Pradesh Tourism. Akbar holidays have excellent Tour packages covering all
tourist attraction in Madhya Pradesh.

49
 Akbar Holidays offer domestic and international holiday packages to the
following market segments:

 Individual Travel
This covers travel by individuals and families. Flexible itineraries are prepared to
suit the taste of each individual.

 Group Travel
Group travel is when a group of minimum 10 passengers travel together. Group
travel is most economical, because lower air fares are available for groups on most of the
airlines. Also for larger Groups. the cost of accommodation and transportation will be
proportionately lower.

 MICE Travel (Meetings, Incentives, Conferences, & Exhibitions)

Corporate houses these days have various travel needs for their staff and
customers. Meetings and conferences are organized in exotic destinations, where all
facilities are available for business and leisure. Incentive travel is arranged for dealers
and agents who perform well and need to be rewarded and motivated. Trade Exhibitions
happen in various cities of the world attracting traders and importers. Akbar Holidays
have the expertise to look after all types of corporate travel.

 Cruise Bookings

Cruising is getting more and more popular in India. Many Indian travelers go on
Cruises sailing in different parts of the world. Star Cruise is the most popular cruise
company in Asia. Akbar Holidays also book cruises in prestigious Cruise Liners like
MSC Cruise, Carnival Cruises and Royal Caribbean.
With the vacation market in India growing at the rate of about 15% on an average
every year, we foresee a bright prospect for Akbar Holidays. With our years of experience
in dealing with service providers such as Airlines, Hotels and Tour operators, we are in a

50
position to negotiate better prices for the benefit of the customers. “Affordable and
hassle-free holidays to patrons, tailor-made to suit individual choice” is our motto. We
trust the word-of-mouth publicity generated by our satisfied customers would help Akbar
Holidays to grow and become one of the leading leisure travel specialists in India.

Benzy Food and Beverages Pvt. Lmt

Benco Coconut oil brings the goodness and purity of coconut oil from God's Own
country. In an effort to counter adulteration in the coconut oil market and to make pure
coconut oil available in the country, Akbar Group ventured to the Food & Beverage
industry by launching the company — Benzy Food & Beverages Pvt. Ltd.

Benco coconut oil is a trusted brand name that is synonymous with purity. This
product has received the AGMARK approval from Ministry of Agriculture, Government
of India. The Company has also obtained ISO 9001-2000 certification for its management
and manufacturing process.

Benco coconut oil is manufactured in the modern plant at Ponnani, Kerala under
stringent hygienic conditions. Best quality Malabar copra (dry coconut) is fed into the oil
extraction machines through conveyers. Benco coconut oil is so pure that it can be used
for various purposes like cooking, body massage and application on hair and scalp. It can
also be used in open lamps as it does not result in a smoky flame.

Benzy Holidays

Benzy Holidays was set up by Akbar Travels of India Pvt. Ltd., India’s No.1
Travel Agency to meet the ever increasing demand for leisure travel from the corporate
sector and individuals. At Benzy Holidays. well qualified and experienced staff takes care
of all aspects of holiday travel with a professional touch. The wide network of 55 IATA
approved Branches and 25 non-IATA offices of Akbar Travels of India spread across the
country gives an added advantage in meeting the passengers travel needs and providing
personal attention.

51
 Benzy Holidays can arrange tailor-made family tours (FIT & GIT) of your choice.
For the domestic as well as international routings. Benzy Holidays can also organize the
incentive promotional tours/conferences for the esteemed dealers. Agents and customers.

F.1.T Travel:-

The F.IT. (Fully Independent Traveler) Department handles bookings for

individual travelers going to any part of the world by taking care of their hotel and tour
bookings as well as with value added services like transfers, guide arrangements,
sightseeing, visa & emigration services and travel insurance.

Group tour:-

Benzy Holidays handles the full spectrum of tours, from the biggest global series
involving multiple destinations, to one-off leisure groups, special interest groups and
incentive tours for corporate houses. This division operates in a consultancy environment
offering a one-stop-shop approach for all travel and tourism products.

Incentive solution:-
For business travel and incentive tours, Benzy Holidays can offer most
competitive air fares based on convenient routings. Accommodation will be booked to
suit the budget and specific requirements. Innovative and exciting incentive programs
will be recommended including transfers, excursions, leisure activities, gala dinners and
cocktail parties.

Meeting and conference:-

Sales Team of bency holiday has tremendous experience of arranging and
managing meetings and conferences. Whether the customer has a requirement for a board
meeting or a product launch, aim of bency holidays is to make it easier by bringing
together experience and contacts within the industry to ensure that the event runs
seamlessly and within budget. Bency holidays can take care of all arrangements.

52
including travel, accommodation with transfers, function rooms, catering, audio visual,
administration and reporting.

Business travel specialist

Benzy Holidays is proud of its reputation as an efficient and versatile Tour
Operator. Bency holidays have well qualified and experienced staff to take care of all
aspects of business and holiday travel from hotel bookings to complete tour packages, for
both domestic and international itineraries.

Benzy InfoTech
Benzy InfoTech is at the cutting edge of Information Technology, specialized in
services to the Global Travel Industry. Unmatched business value is provided to the
customers through a combination of process excellence, quality frameworks and service
delivery innovations.

Benzy InfoTech is one of the few companies that combine extensive domain
knowledge with state of the art technology. Benzy InfoTech deliver an array of
Information Technology and Business Process Outsourcing solutions tailored to the needs
of the Travel industry. Service offerings of the Company spans across Travel TPF
technologies, Open Source Systems and Business Process Outsourcing including Airline
Reservation system, departure control system, Revenue management system, Interest
booking engines, Agency back office Automation, Travel technology consulting, back
office BPO, Airline contact centers etc.
The main products are internet booking engine — “ibokkie” and web connect
services including payment gateway, smart cache, and message / mail alert and currency
conversion.

Partnership with abacus:-

Abacus Distribution System has entered into strategic partnership with Benzy
InfoTech for the sales and marketing of Abacus services in selected States in North and

53
West India. Benzy InfoTech has a dedicated team in different regions for marketing of
Abacus GDS products and services.

Benzy Print Bureau

Akbar Group set up the printing press “Benzy Print Bureau” at Ponnani, Kerala
primarily to take care of the printing requirements of the Group Companies. The staff
strength has grown to nearly four dozens and the press uses the advanced Heidelberg
machine Speed Master 74 for its printing work.

Automatic plate-making machine is set up and there is a team of designers

working at the printing press. Many of the local businesses prefer Benzy Print Bureau
over outsourcing their printing job to other states. During election time and festival
season, there is a great demand for color printing of posters and banners that keep the
press busy.

Following esteemed organization are on the client list of bency print bureau
 Kottakkal Arya Vaidya Sala
 Nandilath G-Mart
 Santhimadom Builders
 Malabar Gold

Benzy Transport Corporation

Benzy Transport Corporation is an Akbar Group Company. engaged in goods
transportation. Road transport plays a vital role in the progress of the country by speedy
delivery of different types of material like life saving medicines. Industrial products,
essential commodities, general goods, textiles. Electrical goods etc. to all the nooks and
corners of the country. More than 75% of the goods movements are by road to villages.
Towns and cities in all parts of India.
As industries are flourishing and human needs are touching the sky. Distribution
systems require to be refined by quick and time-bound delivery service. It becomes
necessary to have an efficient and reliable service provider to meet this need. The

54
unmatched service provided by Benzy Transport Corporation with a most economical
freight charge structure has helped us to become a trusted name in the field of goods
transportation.
Benzy Transport Corporation provides round-the-clock service to win the total
satisfaction and confidence of the customers, ranging from small shopkeepers to multi-
national companies. Benzy Transport ply miles and miles, day and night, summer or rain,
facing the threat of natural calamities, theft and robberies enroute, but do not make any
compromise on timely delivery to the customers,

From Mumbai, Surat and Bangalore Benzy Transport operate to all over Kerala. A
large fleet of Benzy Transport there owns trucks as well as other attached vehicles and
well trained drivers are our assets and the reason for our high quality of service.

3.9 DIVISION AND FUNCTIONS OF AKBAR TRAVELS

Akbar tour and travels at Trivandrum is situated in two houses of diamond

building in vellayambalam. The office is divided in to a number of sections each
specializing different field for the convenience of the staff and customers. The manager is
in charge of all the agency activities taking place. Next to him is the travel manager who
takes care of the counter activities while takes manager deals with the sales function.

a) Corporate reservation section dealing with travel and visa arrangement for
multinationals.

b) Hotel and reservation system.

c) Domestic section dealing with reservation and ticketing to domestic destination.

d) International section handling with foreign travels handling almost all international
carriers.

e) Cash counter where the clients are required to make their payments.

For handling flights of different flight companies there is separate staffs.

55
FUNCTIONS OF AKBAR TRAVELS

The functions performed by the aforementioned sections can be elaborates as.

a) Customer servicing

The concerned customer service personal listens to the customer carefully and
what in their requirement s and talks to the customer polity and with correct information.
One the requirements is known action plans is through about and executed at the earliest
in the best possible manner . The customer is directed to the senior if his requirements
seem a little different to handle.

b) Meet and great

When a passenger enters in to the office, a staff greets him. Introduce themselves
and officers him a seat. After listening to his requirements the staff guides him to the
concerned section.

c) Reservation

Reservation is done through three-computer system namely

 SABRE,
 GALILEO and
 AMADEUS.

Each of these systems has their own advantages and are promotes various companies
who depend on the travel agencies to make reservation in that particular computer
system.

SABRE, being promoted by American airline computer installed but new entrance
like GALILEO AND AMADUES has stern in to their software. SABRE has advantage
that it can access directly in to some of the airline computers like gulf air, British airways,
etc.

SABRE

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 Sabre (Semi-Automatic Business Research Environment) Global Distribution
System, owned by Holdings, it is used by more than 55,000 travel agencies around the
world with more than 400 airlines, 88,000 hotels. 24 car rental brands. 13 cruise lines.
The Sabre GDS enables companies such as American Express. BCD, Carlson Wagonlit,
HRG, Expedia, Frontier, Last Minute. JetBlue, Get There and Travelocity to search,
price, book, and ticket travel services provided by airlines, hotels. car rental companies,
rail providers and tour operators. Sabre has the highest global market share among all
other GDSs. Sabre Holdings is a travel technology company serving airlines, hotels,
online and offline travel agents and travel buyers The company is organized into four
business units:

 Travelocity- online travel agency,

 Sabre Travel Network -global distribution system
 Sabre Airline Solutions -airline technology
 Sabre Hospitality Solutions -hotel technology solutions

The company is headquartered in Southlake, Texas, and has 9,000 employees in 59

locations around the world with datacenters in global locations including Tulsa.
Oklahoma

AMADEUS

Amadeus is a computer reservations system or global distribution system, since it

sells tickets for multiple airlines owned by the Amadeus IT Group with headquarters in
Madrid, Spain. The central database is located at Erding. Germany. The development
center is located at Sophia, France. In addition to airlines. the CRS is also used to book
train travel, cruises. car rental, ferry reservations, and hotel rooms. Amadeus also
provides New Generation departure control systems to airlines. Amadeus 1s a member of
IATA, OTA and SITA. And its IATA airline designator code is 1A. Amadeus was formed
in 1987 by an alliance between Air France. Lufthansa, Iberia Airlines and Scandinavian
Airlines System. Today, it is the leader in terms of number of bookings worldwide.

GALILEO

57
 Galileo is a computer reservations system owned by Travel port. As of 2002, it
had a 26.4% of worldwide CRS airline bookings. In addition to airline reservations, the
Galileo CRS is also used to book train travel, cruises, car rental. and hotel rooms. The
Galileo system was moved from Denver, Colorado, to the World span datacenter in
Atlanta, Georgia, on September 28, 2008, following the 2007 merger of Travel port and
World span. Galileo is a member of IATA, OTA and SITA. Galileo was founded in 1971
by United Airlines under the name Apollo Reservation System. During the 1980s and
early 1990s, a significant proportion of airline tickets were sold by travel agents. Flights
by the airline owning the reservation system had preferential display on the computer
screen

d) Insurance

Akbar travels offer insurance policies to the travelers to cover death disable, loss
or damage of baggage. Akbar travels is the largest travel insurance policy issuers of
reputed insurance companies for air travelers. It offers customized policies. The travel
insurance service is readily available at all IATA branches of Akbar.

The Travel Insurance Policies are issued on following companies

 Reliance General Insurance

 Oriental Insurance
 Bajaj Alliance
 Tata AIG insurance

e) Foreign Exchange Division

Akbar travels have foreign exchange division. This is a important facility to

intending travelers as it saves them a lot time and energy spend in visiting regular
banking channel.

F) Travel information

Akbar travels provides information on the destination. Climate modes of travel

price, visa, currency, health etc

g) Planning and costing tours

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 Akbar travels planning tours, both for inclusive programmers and for meetings,
individual requirement etc.

59
 CHAPTER IV
ORGANIZATIONAL STRUCYURE
4.1ORGANIZATIONAL STRUCTURE
An organizational structure consists of activities such as task allocation,
coordination and supervision, which are directed towards the achievement of
organizational aims. It can also be considered as the viewing glass or perspective through
which individuals see their organization and its environment.

An organization is a collective setup to peruse specific missions, goals and

purposes by means of formal structure. It is a rational coordination of the activities for the
achievement of some well defined aims through division of levels, function and through a
hierarchy of authority and the responsibility. Today, organization 1s not a new chart. It is
a mechanism through which management plans directs coordinates and controls the
business activities.

The organization of a travel company largely depends upon the size and type of
business handle by it. Generally in small and medium scale travel agency/tour operators,
one will find a simple organization structure be limited in terms of operations, Size,
division of labour, there as a large scale travel. There organization structure is more
formal.

Sound organization structure of Travel Company brings following benefits to

travel business.

 Develops sound and up to date in management practice, systems and strategies.

 Develop effective leadership.
 Growth and diversification.
 Optimum use of human asset.
 Stimulate creativity.
 Effective coordination between various developments.

4.2 ORGANIZATION CHART

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 CHAIMAN

VICE CHAIMAN

GENERAL
MANAGER

MANAGER

COUNTER
A/C MANAGER SALES HR SUPERVISOR
MANAGER MANAGEMENT

COUNTER
ACCOUNTANT SALES STAFF STAFF

COUNTER
CASHIER SALES STAFF
STAFF

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 The chairman is the highest officer in Akbar travels of India Pvt. Ltd. Mr. K.V.
Abdul Nazar is chairman of Akbar group. He is supreme authority of Akbar travel group.
With his vision and leadership, the agency has today grown to the largest travel company
in India.

A vice-chairman, subordinate to the chairman, is sometimes chosen to assist the

chairman and to serve as chairman in the absence of the chairman, or when a motion
involving the chairman is being discussed.

General Manager is responsible for all areas. Sometimes, most commonly, the
term general manager refers to any executive who has overall responsibility for managing
both the revenue and cost elements of a company's statement. The general manager is
responsible for effective planning, delegating, coordinating, staffing, organizing, and
decision making to attain desirable profit making results for Akbar travels

Function of manager is support general manager. In the absence of general

manager, manager coordinates all the activities in travels.

An account manager is a person in a business who is responsible for the

management of the sales and relationship with particular customers. They are allocated
particular customer accounts, especially the key accounts which provide the most
business. The account manager builds client relationship by acting as the interface
between the customer service teams and sales teams within a company.

The basic job duty of a travel sales manager is to increase the business of travel
agency, be it in the form of hotel bookings or in the form of passenger tickets. With a
strong belief in relationship management and strong interpersonal communication and
networking skills, he must have the ability to work under complex situations. The duty of
counter supervisor is to manage and support all counter staff in the travels.

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5.1 ANALYSIS OF OBJECTIVES

 To familiarize with a business organization.

How the business process 1s going success with the competent how new
products are emerged etc.

 To familiarize with the different departments in and their functioning.

To know the departments of the organization, what is the process going on

various department.

 To know the structure of the organization.

How the management is organized for the proper works according to the
departments

 To understand how information is used in an organization for decision

making at various levels.

How the communication process is going on inside the organization.

 To acquire good work habits and sense of responsibility.

Acquire the managerial and working skills and what are the
responsibilities to be look after while working in a travel agency.

 T o analyze how the travelers get satisfied with the travel agency.
To know why they are choosing Akbar Travels, how they get satisfied
Akbar Travels.

63
SWOT ANALYSIS

A SWOT analysis (alternatively SWOT matrix) 1s a structured planning method used to

evaluate the strengths, weaknesses, opportunities and threats involved in a project or in a
business venture. A SWOT analysis can be carried out for a product, place, industry or
person. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favorable and unfavorable to achieve
that objective. Some authors credit SWOT to Albert Humphrey. Who led a convention at
the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data
from Fortune 500companies.'' 1?! However, Humphrey himself does not claim the
creation of SWOT, and the origins remain obscure. The degree to which the internal
environment of the firm matches with the external environment is expressed by the
concept of strategic fit.
 Strengths: characteristics of the business or project that give it an advantage over
others.

 Weakness: characteristics that place the business or project at a disadvantage

relative to others

 Opportunities: elements that the project could exploit to its advantage.

 Threats: elements in the environment that could cause trouble for the business or
project.

 Identification: of SWOTs is important because they can inform later steps in

planning to achieve the objective.

First, the decision makers should consider whether the objective is attainable, given
the SWOTs. If the objective is not attainable a different objective must be selected and
the process repeated.

64
 Users of SWOT analysis need to ask and answer questions that generate meaningful
information for each category (strengths, weaknesses, opportunities, and threats) to make
the analysis useful and find their competitive advantage.
SWOT analysis is a strategic planning method used to evaluate the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the
internal and external factors that are favorable and unfavorable to achieve that objective.
The SWOT analysis is often used in academia to highlight and identify strengths,
weaknesses, opportunities and threats it is particularly helpful in identifying areas for
development.

STRENGTH

1. Respected brand name,

2. Excellent customer service
3. National and International Standard Certification
4. Wide and Strong Infrastructure
5. Good Governance
6. Skilled Labor Experienced
7. Backed by Huge Resources
8. Massive customer base
9. Transparency in billing
10. Easy operation of new services
11. It has a competitive pricing policy.
12. Cordial Employer Employee Relationship
13. Affordable Competitive Tariffs Plan

6.2 WEAKNESS

1. Technical delays

65
 2. Problems linked with incumbency like outdated technologies, unproductive rural
assets, social obligations, political interference,
3. Lackluster sales
4. Lack of space
5. Over job security
6. Lack of Human resource management

6.3 OPPURTUNITIES

1. Maximum utilization of loose resources

2. Can make a deep penetration and low cost advantage
3. Broaden market expected from union of broadcasting, telecom and entertainment
industry.
4. Competition from private operators
5. Keeping pace with fast technological changes
6. Market maturity in basic telephone segment
7. International eyeing Indian telecom market
8. Private operators demand for sharing last mile
9. Decreasing per line revenues due to competitive pricing
10. New technologies
11. Increasing consumer
12. Emerging Demand in Rural Market
13. Investment on Latest Technology
14. Investment in undeveloped Countries

6.4 THREATS
1. Poor IT penetration within organization
2. Tremendous market growth
3. Unexploited broadband services
4. International market
5. A sluggish economy

66
 6. Increasing competition
7. Increased government regulations
8. Customer Related Problems
9. Theft
10. Insecurity
11. Hacking
6.5 PESTLE ANALYSIS
Originally known as PEST Analysis, this is a macro environmental
framework used to understand the impact of the external factors on the
organization and is used as strategic analytical technique. PEST stands for
"Political, Economic, Social, and Technological” factors.

Francis Aguilar is referred to as the originator of this tool. He talked about

ETPS – Economic, Technological, Political, and Social– as the four important
factors for Scanning the Business Environment. Later Legal and Environmental
factors were also added by some analysts and thus evolved the term PESTLE
Analysis.

67
 Figure 5.2

Let us examine this factor in a bit more detail.

Political Factors affects the organizations in terms of government regulations

and legal issues and define both formal and informal rules under which the firm
must operate. Examples are:

1. Political stability

2. Tax policy

3. Employment and labor law

4. Environmental regulations

5. Trade restrictions

6. Tariffs
Economic factors affect the business operations and decision making of the
organization. For example the predicted recession is preventing the organizations from
increasing the workforce. Other examples are:

1. Economic growth

2. Interest rates

3. Inflation rate

Social factors refer to the cultural and demographic aspects of the environment. For
example increase in the health consciousness may affect the demand of the company’s
product. Other factor includes:

68
 1. Age distribution

2. Population growth rate

3. Emphasis on safety

4. Career attitudes

Technological factors affect the cost and quality of the outputs. These also determine.
The barriers to entry and minimum efficient production level. Factors include:

1) Automation

2) Technology incentives

3) Rate of technological change

4) R&D activity

Legal factors influence the company’s operation, its costs, and the demand for its
products. Factors include:

1. Consumer law

2. Antitrust law

3. Employment law

4. Discrimination law

5. Health and safety law

Environmental factors refer to ecological and environmental aspects such as
weather, climate, and climate change. Climate change is a hot topic these days and
organizations are restructuring their operations thus giving space to innovation.

USE

69
 PESTLE Analysis is used to examine the current and future state of the industry
an organization belongs to. This helps in the strategic planning and gaining the
competitive edge over the other firms in that industry. This analysis can not only be used
for an organization as a whole but various departments can also be inspected under this
framework. For example, it makes more sense for a company with diversified product
range to analyze its departments separately than the organization as a whole. Importance
of the factors varies depending on the nature of the industry and company. For example
environmental factors are more important to tourism sector where as economic and
political factors are more important for the Banking sector.

PESTLE ANALYSIS ON AKBAR TOURS AND TRAVELS Pvt. Ltd

POLITICAL FACTORS

 Government type and policy

 Funding, grants and initiatives

ECONOMIC FACTORS

 Inflation and interest rates.

 Labor and energy costs

 Credit control

 Global financial crisis

 Real house hold disposable income

 Globalization

 Interest rate

 Price, inflation

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SOCIAL FACTORS

 Demographic change

 Social concern such as environmental issue

 Lifestyle development, e.g. healthy living.

 Fashion, culture.

 Population

TECHNOLOGICL FACTORS

 Product technologies

 Communication technologies

 Operational technologies

 Information and communication

LEGAL FACTORS

 Regulation and standards

 Employment law

 Tax policies

 Restrictions on immigrations

ENVIRONMENTAL FACTORS

 Green house and carbon emission

 Population control

71
  The disposable waste

 Natural calamities like flood, tsunami, earthquakes etc.

6.6 PORTERS FIVE FORCE’S ANALYSIS

Figure 1.2

Porters five force is used for the analysis of the competitive environment of an industry.

This model is successful because it enables us to:

72
 Understand the industry and the nature of relations between the various
participants in the market in which the company operates.

 It helps to identify the performance and influence factors of the sectors.

Evaluate how changes within an industry can affect its profitability. Since an
industry like tourism evolve in a competitive environment, differentiation has
become paramount and sometimes vital. In addition to being constantly careful
not to lose the current market position directorate of tourism has already
acquired for a strategic business unit (SBU), the organization continually
reaffirm its difference to maintain and create its own competitive advantage.
Developed in 1979 by Michael E Porter a business strategy professor at
Harvard ,the five forces model allows business executives to an anticipate
trends within an industry and changes in competition in order to influence it by
making strategic choices that will enable them to obtain or maintain a
competitive advantage .The five force model is an essential tool for
understanding the competitive structure of an industry .This simple analytical
tool is effective for identifying the competitors in the broad sense of a company
,but also for understanding how they can reduce its ability to generate profit .

PORTERS FIVE FORCE ANALYSIS IN TRAVEL AGENCY

INDUSTRY RIVALRY: Highly fragmented industry with intense rivalry

Highly fragmented Industry

 Organized players would barely have 15-20% of the market place Most of the
Organized players are present in metros and mini metros Large disposable incomes in
towns like lucknow ,Jaipur, Coimbatore etc. serviced by family run unorganized
players

73
Industry rivalry is intense but cut throat

 Rivalry intense because of low switching cost, low levels of product differentiation,
perishability of products diversity of rivals.

 Rivalry is not cut throat since exit barriers are not high, fixed costs are not high,
market growth is good.

THREAT OF SUBSTITUTES: low threat substitutes, as travel move up the list of

household priorities

Lot of possible substitutes, threat of substitution low

 India is witnessing a growth of discretionary spend as % of income From 30% in

2005 to around 70 %by 2025 .Travel, being a discretionary spend poised to gain.

Travel has moved up the list of household spending priorities

 Unlikely to be substituted by a durable purchase or investments Education and

recreation will occupy 9% share of wallet in 2025 as compared to 5% now.

BUYER POWER: While buyers are fragmented their diminishing brand loyalty and
ability to switch (for most products) gives them reasonable buying power

 Buyers are fragmented

 Diverse retail buyers and corporate buyer profiles

 Switching cost for buyers is not high as brand loyalty is low/diminishing

 Credible threat of backward integration

Buyer can directly buy from suppliers (hotels, airlines etc)

74
1. Luxury segment is brand conscious to and willing to pay a premium for great
experience and service quality.

SUPPLIER POWER: Supplier usually sells commodity products .concentration and

ability to sell direct gives power to suppliers like airlines. Other suppliers are fragmented

 Forward integration by suppliers like airlines selling direct

 Attempts by suppliers to sell packages and complex itineraries not very

successful

 While suppliers concentrated in some areas like domestic airlines, there is

widespread fragmentation in hotels tour operators’ car rentals etc.

 There is no significant cost to switch suppliers and product like airlines, car etc
are fairly commoditized

 Travel agency cannot typically buyout suppliers like airlines.

BARRIERS TO ENTRY AND EXIT: While entry and exit barriers are low, Difficult to
build scale because of lack of ready distribution channels

 Government regulation of direct FDI in retail restricts entry of foreign retailer’s

there are low levels of proprietary travel knowledge and asset specificity.

 This makes it relatively easier for new players to enter industry and does not
provoke every aggressive rivalry from existing players.

 Low minimum efficient level allow entry of small startups, however significant
scale is necessary to negotiate profitable deals

 Due to fragmented market, travel agencies do not have access to ready

distribution channels
 online channel is growing at a rapid rate but is primarily selling air and rail

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 CHAPTER VII

FINDINGS, SUGGESTIONS AND

CONCLUSION
FINDINGS

The findings of the study are based on the analysis and interpretation of data obtained
from the respondents by the way of interview, secondary data and observation during the
course of the study.

1. High employee satisfaction. All the employees are highly committed

towards the company because of job security.
2. Pay high attention to reduce technological illiteracy. They try to develop
their capability and advancement through appropriate training and career
planning
3. Customer Caring: try to provide prompt, courteous and efficient service
and quality of products/services at fair and reasonable service.
4. Company commitment in providing service
5. Employee's Welfare Activities- the principles of corporate social
responsibilities is inbuilt within the corporate philosophy of Akbar travels.
A very wide range of welfare programmers, with a focus on the employees
welfare is continuously implemented by the Staff Welfare Board of the
Company
6. Akbar travels is a Commercial Organization and policies formulated by it
relate to its internal management and therefore, there is no requirement for
consultation with the members of the Public prior to formulation of its
internal policies.
7. Different demands and usage patterns from different customer segments.

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8. Akbar travels maintains a good infrastructure system.
9. Akbar travels of India Pvt Ltd maintain better relationship with their
clients by utilizing human and technical resources
10. The management guides and supports the staff in the organization.
11. The customers are satisfied with the speedy transaction by the application
of manual and computer reservation system.
12. Akbar travels provide 24 hours travel assistance.
13. The function of Akbar travels of India as a agency is very prompt and
efficient. How over these are some of the suggestions implementation of
which may increase the agency's creditability.
14. Improve the quality of services.
15. Provide more and more investment. Mainly in the areas of updating the
technological advancements.
16. Innovation: Akbar travels needs to create a culture that encourages and
rewards innovation, starting at the very top. It also needs to identify and
design differentiated business models that are based on its core
competencies and enriched by insights from other regions and industries.
Lastly, it needs to integrate its technological and business infrastructure to
create next-generation networks and operations that provide the flexibility.
17. Use resources effectively and try to avoid wastage of resource.
18. E-learning shall be promoted significantly.
19. Ensure a successful service recovery, a service firm should communicate
effectively with the aggrieved customer, be empathetic, provide feedback,
and offer an explanation of what went wrong.
20. Empower employees who receive complaints to solve the problem that the
customer complained.
21. Ensure that staff is appropriately dressed and appear professional in terms
of the appearance.
22. Lower the operational costs. Like wastage of electricity, unwanted usage
of department vehicles, no proper disposal of electric gadgets etc...

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23. Reduce customer churn and increase customer satisfaction by creating a
360° customer view.
24. Staff rotation
a) Staff rotation means every staff a part from specializing in a
departments must be given to chance to work at all the departments
in the agency. So that they will be aware of what is happening and
where within the agency apart from his own department and will
be able to guide the information seekers rightly.
25. Employee’s participation in decision making should be increased.

26. More marketing strategies should be introduced.

27. Increase the promotional measures

28. Frequent market surveys should be conducted.

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 CONCLUSION
The organization study of Akbar travels has given me the insight knowledge of
the administrative functions and skills needed in the real world scenario. The data
collected from the employees, management and the past company’s reports have enabled
my study to come out with the critical success factors contributed to the achievement of
the company in this competitive tourism environment. These factors cut across from good
governance, cordial employee-employer relationship, reliability of quality services,
employees training, social responsibilities to customer focused strategy.

Travel Agency played the most important role in the Travel & Tourism Industry.
They offer every each and every service for tourism like travel, accommodation etc.
Travel Agents promote the Tourism to the ultimate level.

Akbar travels of India Pvt. Ltd are having a very good infrastructure, strong
goodwill in its services, and sufficient managerial experience. The experience and
friendly behavior of staffs brought the travels to the top most position. Brand name and
Customer service of the travel agency bring more and more customers to the travels.

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 BIBLIOGRAPHY
WEBSITES

 www.akbartravelsonline.com

 www.akbartravels.com

 www.akbargroup.in

BOOKS

 Management of travel Agency - L. K. Sing

 Travel Agency Management - K. S. Negi

 Tourism Planning & Development - J. K. Sharma

OTHER PUBLICATIONS

 Akbar travels company brochures

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