Harvard Case - Treks `n Rapids: Adventure Sports Tourism in India
"Treks `n Rapids: Adventure Sports Tourism in India" Harvard business case study is written by Atul Arun Pathak, Sanjeev Varshney. It deals with the challenges in the field of General Management. The case study is 15 page(s) long and it was first published on : Nov 17, 2015
At Fern Fort University, we recommend Treks `n Rapids adopt a multi-pronged strategy focusing on sustainable growth, innovation, and strategic partnerships to capitalize on the burgeoning adventure tourism market in India. This strategy will involve expanding geographically to new, untapped destinations, diversifying product offerings to cater to a wider audience, and leveraging technology to enhance customer experiences and operational efficiency.
2. Background
This case study focuses on Treks `n Rapids, an adventure sports tourism company in India, facing challenges in maintaining profitability and market share amidst growing competition. The company's founder, Rajeev, is struggling to balance his passion for adventure with the demands of running a successful business. He is considering various options for growth, including expansion, diversification, and strategic partnerships.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong brand reputation and customer loyalty
- Experienced and passionate team
- Expertise in adventure sports activities
- Strong network of local partners and guides
- Commitment to environmental sustainability
Weaknesses:
- Limited geographical reach
- Dependence on seasonal demand
- Lack of standardized operational processes
- Limited marketing and promotional efforts
- Inadequate technology infrastructure
Opportunities:
- Growing demand for adventure tourism in India
- Emerging middle class with disposable income
- Increasing interest in eco-tourism and sustainable travel
- Potential for international expansion
- Technological advancements in tourism and hospitality
Threats:
- Intense competition from established players
- Seasonal fluctuations in demand
- Environmental regulations and safety concerns
- Economic instability and political uncertainties
- Potential for negative publicity and safety incidents
Porter's Five Forces:
- Threat of new entrants: High, due to low barriers to entry and increasing demand.
- Bargaining power of buyers: Moderate, as customers have options but value quality and experience.
- Bargaining power of suppliers: Low, as the company relies on local partners and guides.
- Threat of substitutes: Moderate, as alternative leisure activities exist, but adventure tourism offers unique experiences.
- Competitive rivalry: High, with numerous established and emerging players vying for market share.
Financial Analysis:
- Treks `n Rapids faces profitability challenges due to seasonal demand, high operational costs, and limited pricing power.
- The company needs to improve operational efficiency, optimize pricing strategies, and explore alternative revenue streams to enhance profitability.
Marketing Analysis:
- The company's marketing efforts are limited and focus primarily on word-of-mouth referrals.
- Treks `n Rapids needs to develop a comprehensive marketing strategy targeting specific customer segments and leveraging digital platforms.
Operational Analysis:
- The company lacks standardized operational processes and relies heavily on individual guides and partners.
- Treks `n Rapids needs to implement robust operational procedures, invest in technology, and build a strong team to ensure consistent quality and safety.
4. Recommendations
1. Geographic Expansion:
- Target new destinations: Identify emerging adventure tourism hotspots in India, such as the Himalayas, Northeast India, and coastal regions.
- Partner with local communities: Collaborate with local communities and businesses to develop sustainable tourism initiatives and create authentic experiences.
- Develop regional expertise: Hire local guides and staff with expertise in the specific region's geography, culture, and language.
2. Product Diversification:
- Expand activity offerings: Introduce new adventure activities like rock climbing, canyoning, and wildlife safaris to cater to diverse interests.
- Develop niche packages: Create specialized packages targeting specific customer segments, such as families, couples, and adventure enthusiasts.
- Offer customized itineraries: Provide personalized travel experiences based on customer preferences, budget, and fitness levels.
3. Technological Adoption:
- Invest in online booking platform: Develop a user-friendly website and mobile app for online booking, itinerary management, and customer communication.
- Implement CRM system: Utilize customer relationship management software to track customer preferences, manage bookings, and provide personalized services.
- Leverage social media: Utilize social media platforms to engage with potential customers, showcase experiences, and build brand awareness.
4. Strategic Partnerships:
- Collaborate with travel agencies: Partner with reputable travel agencies and tour operators to expand reach and attract new customers.
- Form alliances with hospitality providers: Collaborate with hotels, resorts, and lodges to offer package deals and enhance customer experience.
- Engage with NGOs and conservation groups: Partner with environmental organizations to promote responsible tourism and contribute to local communities.
5. Organizational Change:
- Develop a strategic plan: Define clear goals, objectives, and strategies for growth and sustainability.
- Improve operational efficiency: Implement standardized procedures, utilize technology, and optimize resource allocation.
- Build a strong team: Recruit and retain skilled and passionate individuals with expertise in adventure tourism, marketing, and operations.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the company's strengths, weaknesses, opportunities, and threats, and the competitive landscape of the adventure tourism industry in India. They are aligned with the company's mission to provide authentic and sustainable adventure experiences.
The recommendations consider:
- Core competencies: Building upon the company's existing expertise in adventure sports and its commitment to environmental sustainability.
- External customers: Meeting the growing demand for adventure tourism and catering to diverse customer segments.
- Internal clients: Empowering employees and partners to deliver exceptional experiences.
- Competitors: Differentiating Treks `n Rapids through unique offerings, innovative technology, and strong partnerships.
- Attractiveness: The recommendations are expected to enhance profitability, expand market share, and attract new customers.
6. Conclusion
Treks `n Rapids has a significant opportunity to capitalize on the burgeoning adventure tourism market in India. By adopting a multi-pronged strategy focused on sustainable growth, innovation, and strategic partnerships, the company can overcome its current challenges and achieve long-term success.
7. Discussion
Alternatives:
- Focusing solely on existing operations: This would limit growth potential and make the company vulnerable to competition.
- Merging with another company: This could provide access to resources and expertise, but could also compromise the company's identity and culture.
Risks:
- Economic downturn: A decline in consumer spending could impact demand for adventure tourism.
- Competition: New entrants and established players could intensify competition, putting pressure on pricing and profitability.
- Environmental regulations: Stricter regulations could restrict access to certain destinations or increase operational costs.
Key Assumptions:
- The adventure tourism market in India will continue to grow.
- Treks `n Rapids can successfully implement its growth strategy.
- The company can attract and retain qualified staff.
8. Next Steps
Timeline:
- Year 1: Implement online booking platform, develop new product offerings, and expand into new destinations.
- Year 2: Enhance marketing efforts, strengthen partnerships, and invest in technology upgrades.
- Year 3: Focus on operational efficiency, build a strong team, and explore international expansion opportunities.
By implementing these recommendations and adapting to the changing market dynamics, Treks `n Rapids can solidify its position as a leading adventure tourism company in India and beyond.
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Case Description
In September 2014, the co-founder and director of Treks `n Rapids, a leading adventure sports tourism company in New Delhi, India, needs to re-evaluate the company strategy. The adventure sports tourism industry has tremendous potential for growth in India, largely due to the number of young professionals with disposable incomes and a desire for new experiences, and is witnessing increased demand from a variety of profitable customer segments, both domestic and foreign, corporate and individual. However, the industry suffers from various problems such as poor infrastructure, the country's negative image in the minds of customers (especially with regard to safety and quality) and a string of natural disasters. Should the company focus on its currently profitable local corporate sector or diversify into other areas and other types of tourism?
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