Harvard Case - Indiahikes: Treading the Untrodden Trail
"Indiahikes: Treading the Untrodden Trail" Harvard business case study is written by Swapnil Garg, Sanjeev Tripathi. It deals with the challenges in the field of Strategy. The case study is 12 page(s) long and it was first published on : Mar 31, 2020
At Fern Fort University, we recommend Indiahikes adopt a multi-pronged growth strategy focusing on strategic expansion, digital transformation, and sustainable development. This strategy will leverage Indiahikes' core competencies in trekking and adventure tourism, while embracing disruptive innovation to enhance customer experience, drive revenue growth, and establish a sustainable competitive advantage in the rapidly evolving travel industry.
2. Background
Indiahikes is a leading trekking and adventure tourism company in India, renowned for its curated and responsible trekking experiences. The company faces a significant opportunity for growth as the Indian travel market expands, and consumers increasingly seek authentic and immersive experiences. However, Indiahikes also faces challenges from growing competition, evolving customer expectations, and the need to balance growth with environmental sustainability.
The key protagonists of the case study are Arjun Majumdar, the founder and CEO of Indiahikes, and his team, who are navigating the company's next phase of growth.
3. Analysis of the Case Study
To analyze Indiahikes' situation, we utilize a combination of frameworks:
a) Porter's Five Forces:
- Threat of New Entrants: High, due to low barriers to entry in the adventure tourism sector.
- Bargaining Power of Buyers: Moderate, as customers have multiple choices, but Indiahikes offers unique experiences.
- Bargaining Power of Suppliers: Low, as Indiahikes works with local communities and suppliers.
- Threat of Substitutes: High, with alternative travel options like package tours and independent travel.
- Rivalry Among Existing Competitors: High, with numerous players offering similar experiences.
b) SWOT Analysis:
Strengths:
- Strong brand reputation and customer loyalty.
- Experienced and passionate team with deep trekking expertise.
- Focus on responsible tourism and environmental sustainability.
- Strong online presence and digital marketing capabilities.
Weaknesses:
- Limited geographical reach compared to competitors.
- Dependence on seasonal tourism and weather conditions.
- Potential for operational challenges with scaling up.
Opportunities:
- Growing domestic and international travel market.
- Increasing demand for authentic and immersive experiences.
- Technological advancements in travel booking and customer engagement.
- Potential for diversification into related activities like wildlife safaris and cultural tours.
Threats:
- Increased competition from established and new players.
- Economic fluctuations and travel restrictions.
- Environmental concerns and regulatory changes.
- Challenges in maintaining quality and customer service with growth.
c) Value Chain Analysis:
Indiahikes' value chain consists of:
- Inbound Logistics: Sourcing equipment and supplies for treks.
- Operations: Planning, organizing, and executing trekking expeditions.
- Outbound Logistics: Transporting customers to and from trek locations.
- Marketing and Sales: Promoting treks and managing bookings.
- Customer Service: Providing support and assistance to customers.
- Technology: Utilizing online platforms for booking, communication, and customer engagement.
d) Business Model Innovation:
Indiahikes can explore new business models to enhance value creation:
- Subscription-based services: Offer memberships for access to exclusive treks and discounts.
- Partnerships with travel agencies: Expand reach and distribution channels through collaborations.
- Experiential packages: Combine trekking with cultural experiences, wildlife safaris, and local cuisine.
4. Recommendations
a) Strategic Expansion:
- Geographic Expansion: Utilize a market development strategy by targeting new regions within India and expanding internationally to destinations with similar trekking opportunities.
- Product Diversification: Offer a wider range of trekking experiences, including shorter, easier treks for families and beginners, and specialized treks focused on wildlife, photography, or cultural immersion.
- Vertical Integration: Consider acquiring or partnering with local accommodation providers, transportation companies, and adventure activity operators to offer complete travel packages.
b) Digital Transformation:
- Enhanced Online Platform: Invest in upgrading their website and mobile app with improved user interface, personalized recommendations, and seamless booking experience.
- Data Analytics: Leverage technology and analytics to understand customer preferences, optimize pricing, and personalize marketing campaigns.
- Social Media Engagement: Utilize social media platforms to build a strong online community, share trekking stories, and generate user-generated content.
c) Sustainable Development:
- Environmental Sustainability: Implement stricter environmental protocols, reduce carbon footprint, and support local communities through responsible tourism practices.
- Community Engagement: Partner with local communities to create employment opportunities, promote cultural exchange, and ensure sustainable tourism practices.
- Corporate Social Responsibility: Develop initiatives to support environmental conservation, education, and community development.
5. Basis of Recommendations
These recommendations are based on:
- Core competencies: Indiahikes' expertise in trekking, focus on customer experience, and commitment to responsible tourism.
- External customers: Meeting the growing demand for authentic and immersive travel experiences, while catering to diverse customer needs.
- Competitors: Differentiating Indiahikes through unique offerings, superior customer service, and sustainable practices.
- Attractiveness: Projected growth in the adventure tourism market, potential for increased revenue and profitability, and positive impact on local communities.
Assumptions:
- Continued growth in the travel industry and increasing demand for adventure tourism.
- Technological advancements in travel booking and customer engagement.
- Government support for responsible tourism and sustainable development.
6. Conclusion
By embracing a multi-pronged growth strategy, Indiahikes can leverage its core competencies, capitalize on market opportunities, and establish a sustainable competitive advantage in the adventure tourism industry. This strategy will require a commitment to innovation, digital transformation, and responsible tourism practices, ensuring long-term success and positive impact on the environment and local communities.
7. Discussion
Alternatives:
- Mergers and Acquisitions: Acquiring smaller trekking companies or adventure activity providers to expand reach and expertise.
- Strategic Alliances: Partnering with other travel companies to offer joint packages and cross-promote offerings.
Risks:
- Competition: Increased competition from established and new players could erode market share.
- Economic Fluctuations: Economic downturns or travel restrictions could impact demand.
- Operational Challenges: Scaling up operations efficiently and maintaining quality could be challenging.
Key Assumptions:
- The travel industry will continue to grow and demand for adventure tourism will increase.
- Technology will continue to evolve and provide opportunities for innovation.
- Government regulations will continue to support responsible tourism practices.
8. Next Steps
- Develop a detailed strategic plan: Define specific goals, timelines, and resources for each recommendation.
- Invest in technology and digital infrastructure: Upgrade online platform, implement data analytics, and enhance social media presence.
- Expand geographical reach: Identify new trekking destinations and develop partnerships with local communities.
- Diversify product offerings: Introduce new trekking experiences and explore opportunities for vertical integration.
- Strengthen sustainable development initiatives: Implement environmental protocols, support local communities, and promote responsible tourism practices.
This comprehensive approach will enable Indiahikes to navigate the evolving travel landscape, achieve sustainable growth, and solidify its position as a leading player in the adventure tourism industry.
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Case Description
Founded in 2008, Indiahikes provided professionally managed treks to individuals, groups, schools, colleges, and corporations across India. Indiahikes began with the objective to popularize trekking in India by promoting treks and providing essential information. Before long, the organization began organizing treks and developing a community of trekkers. By 2018, Indiahikes had the largest online trekking community and was India's biggest trekking organization. Having reached a crucial point in its growth, the company needed a strategy to reach its full potential as the top community-led organization. However, it needed to earn adequate profits for continued investment into trek documentation and to develop trekking communities across India. Indiahikes also needed to address capacity constraints, market saturation, the retention of trained staff members, and conflicts with regional trek operators. Its growth path required exploring opportunities and making important decisions.
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