AID17604: 40 years back, Sita Travels was a renowned brand in Delhi,
in the travel and tourism industry. The company boasted of a loyal clientele,
competitive travel packages, efficient and motivated employees and a vision to
become the No. 1 player pan India. In those days, the industry comprised few
players hence there wasn’t too much competition to be faced. However, in recent
times, with the online platform and players emerging such as Makemytrip,
Trivago, Yatra etc. offering packages at throwaway prices and reaching out at
minimal costs to the mobile savvy, internet savvy consumer, it is indeed giving
the traditional companies a run for their money. Loss of clientele, revenue and
market shares have made Sita Travels sit up and wonder as to what needs to be
done to address this issue. Towards this management problem, state the research
objective(s) and propose a research design for this study; describing the
secondary and primary sources of data, research design, research method, target
respondent, contact method etc.