Case Study Analysis and Solutions

Case ID: 312092

Abstract:
Case Solution & Analysis for Ctrip: Scientifically Managing Travel Services by David A. Garvin, Nancy Hua Dai
Ctrip is a $437 million Chinese on-line travel services company with a scientific, data driven approach to management. The case explores Ctrip's founding and early growth, its expansion into multiple market segments including hotel reservations, air ticketing, leisure travel, and corporate travel, and the sources of its competitive advantage. The firm's culture, organization and call center operations are described in detail, as are its decision-making and business processes. At the end of the case, executives are considering whether Ctrip should actively pursue either the budget or luxury travel segments, which would mean shifting attention from the company's core customer base of Frequent Independent Travelers.

Keywords:
Barriers to entry, Business processes, Cross functional management, Data management, Employee privacy, Expansion, General management, Global business, Growth strategy, Incubators, International management, Leadership, Management philosophy, Organizational learning, Revenue growth, Scientific management, Strategic positioning, Ctrip Scientifically Managing Travel Services Case Solution

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