MIP 40 MBA 2019: Dreamtour Company Digital Transformation Case Study

This case study examines the digital transformation strategy for Dreamtour, an Italian tour operator. The analysis focuses on enhancing sales through strategic initiatives, improving consumer management via automation, and designing effective marketing strategies. The proposed solution centers on implementing an Enterprise Resource Planning (ERP) system to integrate various organizational functions, including sales, marketing, supply chain, and finance. The document outlines the transformation objectives, benefits, and areas requiring attention. It also addresses the technical, organizational, and economic feasibility of the proposed ERP implementation, emphasizing the potential for cost reduction and improved operational efficiency. The study highlights the importance of addressing existing infrastructure limitations and employee training to ensure successful transformation within a specified timeframe and budget.

Dreamtour
Digital
Transformation
Digital transformation strategies

To provide a road map for digital
transformation
Suggesting projects for digital
transformation
Execute projects within provided
timeline and budget
The Transformation Scope
Slide 1

Enhance sales for DreamTour
through effective strategies it will
ensure 20% increase in sales
Ensure effective consumer
management
Design a effective advertising and
marketing strategy through
automation
The Transformation Objectives
Slide 2

Increase in sales
It is expected that it will be
possible to ensure 20% increase in
sales
It will ensure effective
management of sales data through
automation
The Transformation Benefits
Slide 3

Automation in consumer management
It will automate storage and
processing of consumer data
it will provide intelligence for
enhancing consumer management
It is expected to obtain 4 out of 5
rating in consumer service
The Transformation Benefits
Slide 4

Effective marketing strategy
Proper access to consumer
requirements and demands for service
Effective analysis of effectiveness of
marketing strategy and issues in it. It
will ensure that marketing strategy is
effective and efficient as well
The Transformation Benefits
Slide 5

Sales: If sales are not proper then it will
affect business and therefore it is one of
the most important aspects where
transformation is required. existing
strategies and infrastructure is not that
effective and requires enhancement as
well
The Transformation Areas
Slide 6

Consumer: consumers are the most
important aspect of any business and
existing organizational approach for
consumer management is not proper
due to lack of insight regarding
consumer review and feedback and
therefore proper strategies are required
in this context
The Transformation Areas
Slide 7

Marketing: marketing is what increases
sales and influence consumers to
consider service provided by the
organization and therefore it is
considered as well
The Transformation Areas
Slide 8

Implementation of ERP:
ERP Description:
It is an enterprise application that
considers an integrated approach for
managing various organizational
activities which include sales, marketing,
supply chain and other organizational
activities that are important for business
The Transformation Trajectories
Slide 9

Implementation Direction of ERP
The Transformation Trajectories
Slide 10

Reason Behind ERP Selection:
Integrates all the departments of the organization and enhance
communication and information sharing between departments of
sales, marketing, production and IT. Lack of coordination between
departments has been one of the major issues in the organization
Automates most of the services which requires data entry, data
processing and retrieving intelligence from the data. these
services have been mostly executed manually and therefore
affects quality of sales and services
Enhance overall organizational performance through
enhancement in sales, marketing and consumer management
Reduce cost for IT solutions as various software are integrated into
one ERP package which are financial accounting, distribution or
supply chain management, manufacturing and human resources
or payroll
The Transformation Trajectories
Slide 11