The targeted promotions and positive WOM were making them popular but the issue of customised service seemed a challenge. Each student had a different set of priorities in terms of travel, stay and food offered. The company wanted to enhance their profits so either the negotiation had to be great or the price to be enhanced. This issue landed them in a dilemma. They wanted to diversify, promote and research all of which required a lot of money. They even thought of diversifying into the senior citizen category. It was a lucrative segment with huge profit margins but with its own set of huge challenges too. So, they are stuck up with a dilemma. Should they negotiate with vendors or should they increase the price of the service package? Should they stick to their current target group of students or diversify to the segment of senior citizens or a completely new segment?
We acknowledge our heartfelt gratitude to The Great Expedist team comprising Shine Verghese, Abhishekh Ganesh and Anurag Bansal for allowing us to write this case about their company.
Dasgupta, S. and Grover, P. (2019), "A Road to Adventure with Happiness: From Students to Senior Citizens", Ramesh, M.A., Grover, P. and Dasgupta, S. (Ed.) Start-up Marketing Strategies in India, Emerald Publishing Limited, Bingley, pp. 39-55. https://doi.org/10.1108/978-1-78756-755-920191004
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