Part of an assignment during FT MBA in Politecnico di Milano Business School.

1. DIGITAL TRANSFORMATION
ASSIGNMENT
DREAM TOUR COMPANY
TRANSFORMING DREAMS INTO REALITIES
SHIVAM BATRA

2. INDEX
Dream Tour
Business Model
Dream Tour
Present Values
Competitive
Analysis of Dream
Tour
Dream Tour
Business
Transformation
Strategy
Transformational
Zone
Transformation
Roadmap
IT Management
Problems
Product
Management
Problems
Sales Management
Problems
General
Management
Problems
Technology
Disruption
Conclusion

3. Dream Tour
Business
Model
VITALITY VILLAGE – YOUNG
& SPORTY CUSTOMERS
RELAX VILLAGE – SUITABLE
FOR COUPLES
FAMILY VILLAGE – APT FOR
CHILDRENS

4. Dream Tour
Present
Values
LOCALIZED
EXPERIENCE
NON-DIGITALIZED
MARKET STRUCTURE
CUSTOM-TAILORED
PACKAGES
DIVERSIFICATION
STRATEGY

5. Competitive
Analysis of
Dream Tour
LACK OF DIGITAL
TRANSFORMATION
NEW ENTRANTS – VIRTUAL
OPERATORS, ADVENTURE
TOURISM ETC.
TECH-SAVY CUSTOMERS
AND THEIR EXPECTATIONS
NO SYNERGETIC ALLIANCES

6. Dream Tour
Business
Transformation
Strategy
Market Trends &
Customer Demands
Digitalized
Platforms
Attractive packages
Internationalization
Sustainability

7. Transformational
Zone
IT
MANAGEMENT
PRODUCT
MANAGEMENT
SALES
MANAGEMENT
GENERAL
MANAGEMENT

8. Transformation
Roadmap
The old model isn't an attractive model to
attract customers
The Information system is fragmented
which suppose to be changed
Interruptive booking systems lead to drop
in sales
Different packages to manage different
functions

9. IT
Management
Problem
Low-Budget Department
(0.2% of Revenues).
Potentially less than the
competitors in the same
segment
Understaffed – Only 3
people managing entire
IT department
Lack of core-
competencies, even in
the small working team
All the above factors
lead to low-
digitalization. Example of
which is manual entries
in excel files etc.

10. Product
Management
Problem
Lack of
synchronization
between the
business units
Demand volatility
Micro-
management at
the village level
Lack of
coordination
Information delay
Poor record
keeping to track
expenses
Mistakes due to
managing manual
excel files

11. Sales
Management
Problems
Improper promotions due to the
lack of information and strategy
Unreliable feedback system
Quality surveys are taken at the
village level but not at the
business level which might be
biased or manipulative

12. General
Management
Problems
Changing trends and
customer demands
makes offers obsolete in
no time
Perplexity upon the
agencies based
customer research
Lot of substitutes are
available in the market
along with customized
tour packages, cruise
packages etc.
High competition
coming from the digital
market. Customers have
lot of options to chose
Customer segmentation
problem
Big-data problem

13. New Technological design
Internal software
Data Storage
(Data Warehouse)
Big Data Analysis
Company
website
Unification of
platform
Employee
usage
Consumer
usageNew platform
for sales
Forecast sales Potential Customer
Iinternational Scale
Customer profile
Output
DataData
Buy external data from
external parties

14. Conclusion
The digital transformation plan for Dream Tour company aims at innovation strategy,
to get the digital competitive advantage by re-engineering business process, by
amplifying the range of activity of the company and by changing the business model.
The long-term goal should be 5 years, considering the time needed to revolutionize
the internal organization, the industry competitiveness and the market power to the
main competitors.