MAKEMYTRIP LIMITED (MMYT): ANSOFF Matrix Analysis [Jan-2025 Mis à jour]

Dans le monde dynamique des voyages en ligne, MakeMyTrip Limited se dresse à un carrefour stratégique, sur le point de révolutionner sa trajectoire de croissance grâce à une matrice Ansoff méticuleusement conçue. En mélangeant des stratégies numériques innovantes, une expansion ciblée du marché, des solutions technologiques de pointe et des plans de diversification audacieux, la société devrait redéfinir les expériences de voyage pour des millions de clients à travers l'Inde et au-delà. Des recommandations alimentées par l'IA aux solutions de voyage d'entreprise, MakeMyTrip ne s'adapte pas seulement au marché - il est en train de remodeler activement l'avenir de la technologie de voyage et de l'engagement client.

MAKEMYTRIP LIMITED (MMYT) - Matrice Ansoff: pénétration du marché

Améliorer les campagnes de marketing numérique

Les dépenses de marketing numérique de MakeMyTrip en 2022: 324,6 crore de ₹. Les dépenses publicitaires en ligne ont augmenté de 18,7% par rapport à l'exercice précédent.

Programmes de fidélité

Adhésion au programme de fidélité actuelle: 4,2 millions de membres actifs. Taux de rétention de clientèle moyen: 64,3%.

• Taux de rachat des points de récompense: 37,8%
• Points moyens par membre: 3200
• Taux de conversion des emballages personnalisés: 22,5%

Réduire les frais de service

Taux de commission actuels: 5,2% à 7,8% entre différents segments de voyage. Réduction planifiée à une fourchette de 4,5 à 6,5%.

Partenariats stratégiques

Réseau de partenariat actuel: 87 compagnies aériennes, 12 400 hôtels, 46 conseils touristiques.

• Revenus de partenariat: 672,3 crore en 2022
• Taux de conversion de vente croisée: 16,7%
• Valeur de l'accord de partenariat moyen: 8,4 millions de livres sterling

Amélioration des applications mobiles

Statistiques de téléchargement d'applications mobiles: 22,6 millions de téléchargements totaux. Évaluation de l'App Store: 4.3 / 5.

MAKEMYTRIP LIMITED (MMYT) - Matrice Ansoff: développement du marché

Développez la présence géographique dans les villes indiennes de niveau 2 et de niveau 3 plus petites

MakeMyTrip a déclaré avoir desservi 3 200 villes en Inde en mars 2023. L'objectif stratégique de l'entreprise implique de pénétrer des marchés plus petits avec une utilisation de 82% des applications mobiles dans les villes de niveau 2 et de niveau 3.

Développer des forfaits de voyage localisés

MakeMyTrip propose des forfaits de voyage dans 12 langues régionales, couvrant 95% de la diversité linguistique indienne.

• Support régional du langage: hindi, tamoul, telugu, malayalam, kannada, bengali
• Packages personnalisés pour les festivals régionaux et les événements culturels

Lancez le marketing ciblé sur les marchés d'Asie du Sud-Est

La stratégie d'expansion du marché international de Makemytrip cible l'Asie du Sud-Est avec 7,2 millions de dollars alloués au marketing en 2023.

Créer des segments de voyage spécialisés

Makemytrip a enregistré des revenus de 124 millions de dollars du segment des voyages d'affaires au cours de l'exercice 2023.

• Réservations de voyages d'affaires: 38% de croissance en glissement annuel
• Programmes de partenariat d'entreprise: 42 clients d'entreprise actifs

Établir des collaborations stratégiques

Makemytrip a des partenariats avec 1 200 agences de voyage régionales à travers l'Inde.

MAKEMYTRIP LIMITED (MMYT) - Matrice Ansoff: Développement de produits

Moteurs de recommandation de voyage personnalisés alimentés par AI

MakeMyTrip a investi 47,3 crore de ₹ dans le développement de la technologie de l'IA en 2022. La plate-forme a généré 3,2 millions de recommandations de voyage personnalisées par mois, avec une augmentation de 22,7% de l'engagement des utilisateurs.

Assurance voyage complète et options de réservation flexibles

Makemytrip a enregistré 892 crores de ₹ dans les ventes d'assurance voyage au cours de l'exercice 2022-23. Les options de réservation flexibles ont augmenté la rétention des clients de 17,4%.

• Revenus d'assurance voyage: 892 crore
• Amélioration de la fidélisation de la clientèle: 17,4%
• Flexibilité d'annulation: jusqu'à 100% de remboursement dans les 24 heures

Packages de voyage multi -o -otination

La société a lancé 276 packages multi-questions uniques en 2022, générant 423 crores de revenus avec un taux de croissance de 31,6%.

Services de consultation de voyage virtuels

MakeMyTrip a introduit chaque mois 1 247 sessions de consultation de voyages virtuelles, avec une note de satisfaction du client moyenne de 4,6 / 5.

Aperçus de destination de réalité augmentée

La société a investi 62,5 crore de ₹ dans la technologie de réalité augmentée, développant 187 expériences d'aperçu de destination avec un taux d'adoption des utilisateurs de 14,3%.

MAKEMYTRIP LIMITED (MMYT) - Matrice Ansoff: Diversification

S'aventurer dans la gestion des voyages d'entreprise et les solutions de voyage en entreprise

MakeMyTrip a déclaré des revenus du segment des voyages d'entreprise de 1 602 crore de ₹ au cours de l'exercice 2022. La clientèle d'entreprise s'est étendue à 1 200 clients d'entreprise. La valeur moyenne de la transaction dans le segment des voyages d'entreprise a atteint 42 500 ₹ par réservation.

Développer une plate-forme numérique pour les sécheuses et les hébergements alternatifs

Les réservations d'hébergement alternatives ont augmenté de 78% en 2022. La plate-forme a énuméré 45 000 propriétés de l'habitant uniques à travers l'Inde. La valeur de réservation moyenne pour les logements alternatifs était de 3 750 ₹ par nuit.

Créer des services financiers liés aux voyages

MakeMyTrip s'est associé à HDFC Bank pour lancer une carte de crédit de voyage. Carte offrait 5% de cashback sur les réservations de voyage. Le portefeuille de prêts de voyage a atteint 250 crores de ₹ en 2022.

Se développer dans les secteurs adjacents

Gestion d'événements verticale a généré des revenus de 180 crores en 2022. Le segment de mariage de destination a augmenté de 65% en glissement annuel. Géré 1 250 événements de mariage à destination au cours de l'exercice.

Lancez des programmes éducatifs en voyage et en tourisme

A présenté 12 cours de certification en ligne en gestion des voyages. 8 500 professionnels inscrits à ces programmes. Les frais de cours moyen étaient de 4 500 ₹ par participant.

MakeMyTrip Limited (MMYT) - Ansoff Matrix: Market Penetration

The Market Penetration strategy for MakeMyTrip Limited focuses on increasing sales of existing products in existing markets, which means driving higher transaction volume and frequency from the current customer base and expanding reach within India.

The immediate goal is to increase domestic air market share beyond the baseline of 30.8% reported for Q1 FY26 through enhanced loyalty tiers.

To boost customer stickiness, the repeat booking rate, which stands at 70%+ as of May 2025, will be targeted for further improvement using hyper-personalized offers.

The push into Tier 2 and Tier 3 cities is supported by the fact that the company added more than 9 million new customers during FY2025, with many coming from these deeper Indian towns, bringing the lifetime transacted user base to 82 million as of May 2025.

Ground transport services, like bus ticketing, are key for this deeper penetration, showing a strong Adjusted Margin of $42.6 million in Q1 FY26, with an Adjusted Margin % of 10.3% for that quarter.

The conversion of non-paying users is a clear path, given the 82 million lifetime user base.

Dynamic pricing bundles are designed to compete effectively on high-volume routes, where air ticketing remains a core business, generating an Adjusted Margin of $97.1 million in Q1 FY26, with an Adjusted Margin % of 6.8% for air ticketing.

Here are some key financial and statistical data points relevant to this strategy:

The focus on lower-tier cities is also evident in ground transport, where the company is targeting users from Tier 3 & Tier 4 cities to introduce them to online travel.

The company is actively managing its product mix to capitalize on growth areas:

• Air Ticketing flight segments increased by 5.0% year over year in Q1 FY26.
• Hotels and Packages Adjusted Margin grew by 16.3% year over year in Q1 FY26 to $121.9 million.
• Bus Ticketing revenue increased by 32.6% year over year in Q1 FY26 to $38.8 million.
• The Others business segment saw revenue increase by 35.4% year over year in Q1 FY26.

In the broader domestic aviation market context for Q1-FY26, total Indian domestic market grew by 9.7% by Available Seat Kilometers (ASK).

For competitive context in the domestic air market as of November 2025, IndiGo holds a 50% share of capacity, while Air India holds a 14% share.

Finance: draft 13-week cash view by Friday.

MakeMyTrip Limited (MMYT) - Ansoff Matrix: Market Development

You're looking at how MakeMyTrip Limited (MMYT) is pushing beyond its established Indian base, which is the essence of Market Development in the Ansoff Matrix. This isn't about selling more of the same thing to the same people; it's about finding new customers in new places with the existing platform.

The focus is heavily skewed toward international expansion, capitalizing on the strong outbound travel sentiment from India and other regions. MakeMyTrip Limited (MMYT) is aiming to accelerate expansion into the Middle East, specifically targeting Saudi Arabia and the UAE, using the existing platform infrastructure. The company announced its foray into the United Arab Emirates back in September 2020, covering cities like Abu Dhabi and Dubai. More recently, in late 2025, MakeMyTrip Limited (MMYT) was actively pushing its brand in Saudi Arabia and the UAE, launching localized initiatives like the 'Big Deal Sale' in the UAE to capture year-end travel planning.

To support this global push, MakeMyTrip Limited (MMYT) is deepening its international hotel supply in high-demand outbound markets. A key move here was adding over 900 Premier Inn hotels across the UK, Germany, and Ireland to its international portfolio. Premier Inn, the UK's largest hotel chain, operates over 800 hotels comprising around 77,000 keys. This partnership is part of a broader strategy where MakeMyTrip Limited (MMYT) added over 2,000 directly contracted hotels across 50 cities in 20 countries over the past year, with these 50 cities collectively accounting for more than half of India's outbound travel.

The financial results from the first quarter of fiscal year 2026 (Q1 FY26) show the momentum in this area. The international business is a growing contributor, and you are targeting further geographic entry by leveraging this segment, which is stated to have contributed 27% of Q1 FY26 revenue.

Here's a quick look at the key financial performance for Q1 FY26:

The strategy also involves targeting the US-based Non-Resident Indian (NRI) segment with tailored, high-margin package tours. MakeMyTrip Limited (MMYT) was initially launched in the US market to serve this overseas Indian community's needs for US-to-India travel. The international outbound market was specifically identified as a growth opportunity for FY2025, with international hotels revenue growing by over 65% year-on-year for that fiscal year.

To capture entirely new markets, the plan includes launching a dedicated, localized platform for a new Southeast Asian market, such as Vietnam or Indonesia. This move would mirror the company's existing international presence, which includes offices in Singapore, Kuala Lumpur, Phuket, and Bangkok. The company's overall international strategy is designed to capitalize on the outbound surge from India, which is a key driver for the platform's growth.

The execution of this Market Development strategy relies on several operational focuses:

• Accelerate presence in Saudi Arabia and the UAE.
• Deepen hotel supply in the UK and Germany.
• Tailor high-margin packages for US NRIs.
• Use the 27% Q1 FY26 international revenue base for new entries.
• Test a localized platform in a new Southeast Asian country.

The company is focused on direct contracting to build this international supply, having added over 2,000 directly contracted hotels in the last year.

Finance: draft Q2 FY26 international revenue forecast by next Tuesday.

MakeMyTrip Limited (MMYT) - Ansoff Matrix: Product Development

You're looking at how MakeMyTrip Limited (MMYT) plans to grow by introducing new offerings to its existing customer base. This is the Product Development quadrant of the Ansoff Matrix, and it's where you see the company putting its capital to work on innovation, aiming for higher margins and deeper customer engagement.

The backdrop for these product pushes is strong financial performance. For the full fiscal year 2025, MakeMyTrip Limited delivered record gross bookings of $9.8 billion, which was a 25.9% year-over-year increase. Total revenue for FY2025 grew by 27.4% to $978.3 million. This growth supports the investment needed for these new product lines.

Here's a quick look at the key financial results from FY2025 to frame the context for these product investments:

The strategy centers on embedding new technology and expanding high-margin ancillary services, which are showing strong underlying growth. For instance, the 'Others' business segment, which often captures ancillary revenue, saw its Adjusted Margin grow by 50.7% year-over-year in FY2025 to $72.0 million.

Integrate the new GenAI Trip Planning Assistant across all booking funnels to improve conversion rates.

This move directly addresses user experience friction. MakeMyTrip Limited launched its Multilingual GenAI Trip Planning Assistant on August 6, 2025. The goal here is to use AI-powered personalization to drive higher conversion rates and better customer retention, as analysts noted. The company added more than 9 million new customers in FY2025, bringing the lifetime transacted user base to 82 million. Improving conversion for this massive base is key.

Expand the corporate travel segment (myBiz and Quest2Travel) to capture a larger share of the B2B market.

The B2B space is a clear growth vector. India's corporate travel sector is currently valued at over USD 10.6 billion and is projected to grow at a 10.1% Compound Annual Growth Rate (CAGR) through FY2030. This segment contributes about 20% to the overall Indian travel market. To bolster this, MakeMyTrip Limited acquired the travel and expense management business HAPPAY for $11.7 million during the fiscal year 2025, which is expected to close in the fourth quarter of FY2025.

Introduce a high-margin 'Tours, Attractions, and Cruises' product line for domestic travelers.

This is about capturing more of the traveler's wallet beyond core flights and hotels. MakeMyTrip Limited launched a global tours and activities booking platform around July 2025. This new offering provides over 200,000 bookable activities across 1,100 cities in 130 countries. The focus is on making discovery and booking simple, using Indian rupees for payment, which removes friction for domestic travelers booking international experiences.

Develop a comprehensive travel insurance product, a defintely high-margin ancillary service.

Ancillary services are crucial for margin expansion. The travel insurance offering, administered by MakeMyTrip Limited and issued by Tata AIG General Insurance Company Ltd, boasts a 99% Claim Settlement Ratio. International policies offer sum insured options starting from $50,000. This is a classic product development play to increase the average revenue per user (ARPU) from the existing user base, which has a healthy repeat rate of 70%+ per quarter.

Roll out a subscription service for premium customer support and exclusive hotel upgrades.

This aims to monetize customer loyalty and service expectations. While specific subscription revenue figures aren't public yet, the strategy aligns with the company's stated commitment to a strong customer-centric focus and personalized travel services. The idea is to create a tier of high-value customers willing to pay a recurring fee for guaranteed premium support and better inventory access, like exclusive hotel upgrades, which supports the overall goal of expanding net margins through improved operating leverage.

• Focus on premium support for the 82 million lifetime transacted users.
• Targeting increased share of wallet from the 70%+ quarterly repeat customer base.
• Aims to drive higher customer lifetime value (CLV) through recurring revenue streams.

Finance: draft 13-week cash view by Friday.

MakeMyTrip Limited (MMYT) - Ansoff Matrix: Diversification

You're looking at how MakeMyTrip Limited (MMYT) can move beyond its core domestic travel bookings, which generated a record Gross Bookings (GBV) of $9.8 billion for the fiscal year 2025 (FY25). The IFRS Revenue for that same FY25 was $978.3 million, with an Adjusted Operating Profit of $167.3 million. The international business already shows strong traction, with international air ticketing revenue growing over 33% YoY and international hotel revenue over 65% YoY in FY25. This suggests a readiness for new market entries and product extensions.

Consider the move into acquiring a local logistics or last-mile delivery service in a new market like Thailand. The express delivery market in Thailand was estimated at 117 billion baht based on the revenue of six major players in 2024. To put that infrastructure investment into perspective, Thailand Post is investing 1 billion baht this year to install automatic systems at its 19 distribution centers nationwide.

For launching a FinTech product, like a Buy Now, Pay Later (BNPL) service, in a new international market, you can look at the existing domestic success. MakeMyTrip Limited's fintech arm, TripMoney, has a marketplace attracting 15 banks, NBFCs, and fintech players. Domestically, more than 75% of customers using BNPL select no-cost EMIs, typically for up to 3 months. Globally, the BNPL spending was projected to reach $995 billion in 2026.

Entering the educational travel sector by offering curated student exchange programs in Europe is supported by existing student-focused products. MakeMyTrip Limited already has an integrated offering for students traveling abroad, partnering with nine leading airlines. This existing framework targets destinations including the USA, Canada, the UK, Australia, New Zealand, and Europe.

Developing a proprietary Property Management System (PMS) for alternate accommodations to sell globally is a play on a segment where MakeMyTrip Limited is actively building. The alternate accommodations segment contributed 10 percent to revenue in Q3 FY2025. While the company had only 5% of the alternative accommodations market share in India as of 2020, it supports its partners with a network of over 80 Channel Managers.

The investment in a non-travel-related digital service, such as a local events and ticketing platform, aligns with the recent launch of a global experiences offering. MakeMyTrip Limited launched a platform offering access to over 200,000 bookable activities across 1,100 cities in 130 countries. All these bookings can be made directly in INR, which addresses friction points for outbound Indian travelers.

• Repeat customer value for MakeMyTrip Limited stood at 70% in FY 2025, with a target to reach 75%.
• The corporate segment (myBiz and Quest2Travel) contributed a high single-digit percentage to the Q3 FY 2025 revenue of $267.4 million.
• The company's international hotel revenue growth for FY25 was over 65% year-over-year.