OPERATIONS MANAGEMENT

Group Project
Operations Strategy analysis for GARNI Travel and Tours
SDN. BHD.

Presented by:
Hamed Nasrollahi G1512619
Mohammed Abdi Issak G1536827
Salem Abduhu G1425124

INTRODUCTION
- GARNI Travel & Tours has been incorporated in Malaysia as a
Senderian Berhard (Privet Limited Company) in 2009.
-

Officially licensed by the Tourist Authority of Malaysia and active

member of the Malaysian Association of Tour and Travel Agents
(MATTA).

- The HQ office is located at Plaza 138, Hotel Maya, Jalan Ampang.

Near KLCC

Choosing
Products/Services
Market entry
strategies

Market analysis,
review, and
monitoring

Product and brand

launch

Competitive
intelligence data

GARNI is a travel Intermediary provides services for Iranian travelers

PRODUCT/SERVICES
arriving to Malaysia.

Tour Wholesale: Conducting of domestic inbound tour packages.

Hotel Booking: Full hotel reservation and booking services worldwide.
Ticketing: Ticketing and flight booking for all domestic and International
destinations.

Conventions and exhibitions: A-Z services and preparations for

conventions and exhibitions in Malaysia.

VIP Travel services: Providing luxury and secure services for VIP
travelers.

VISA Services: Full visa services for Singapore and UAE.

MARKET SEGMENTATION
Iranian Travel Agencies

Tourist Arrival

5%

5%
10%
10%

99%

50%

1%

Dorna Travel

20%

Persian Travel
Mahan Travel
GATO Travel

Rest of the World

From Iran

Palmbeach
Travel
GARNI Travel

MARKET SEGMENTATION
Iranian Tourists Arrival
160000
140000
120000
100000
80000
60000
40000
20000
0

COMPETITIVE ADVANTAGE

Securing agreement with Ministry of Education, Ministry of Trade Chamber of commerce

in Iran. (Monopoly)

Strategic alliance with three Travel agencies in Tehran, two in Isfahan and one in Shiraz.

providing services, expertise and a value proposition that travellers cant match on
their own. (Price leverage)

Up to date and Always available room inventory.

Perks and promotions for loyal customers.

Trained and Licenced Tour guides.

New Marketing strategy and tactics.

MAJOR COMPETITORS
Iranian Travel Agencies

5%

5%

10%

Dorna Travel

Persian Travel Mahan Travel GATO Travel

10%
50%
20%
Palmbeach Travel GARNI Travel

SWOT ANALYSIS
S

Strengths

Experience, knowledge
Alliance with Iran
Government
Resources/Low Prices
Competence, capabilities
Quality, reputation

Opportunities
Strategic alliances,
partnerships
Product development
Import, export
New destinations

Weaknesses
New stablished company
Financial aspects
Reliability and trust
Loss of key staf

Threats

Loss af alliances and

partners
Price infaltion/deflation
Strong competition
Competitors new products
and innovation
Easy Market Entry for rivals
Government policies

OPERATIONS
HR & JOB DESIGN
Job design for Tour guides:
1- Part-time Iranian Students residing in Malaysia.
2- Highly Specialized.
3- Designing tour packages/recommend new destinations/New Tasks.
(Job enlargement)
4- Decide on what time the tour should depart, control over drivers.
(Job enrichment)
5- Allowances and commissions. (Motivation)

OPERATIONS
SERVICE QUALITY

Get these dimensions right, customers will

hand over the keys to their loyalty. Because
theyll have received service excellence.

DIMENSIONS OF PRODUCT QUALITY

TANGIBLES-Appearance of physical facilities, equipment, personnel, and

communication materials

RELIABILITY-Ability to perform the promised service dependably and accurately

RESPONSIVENESS-Willingness to help customers and provide prompt service

ASSURANCE-Knowledge and courtesy of employees and their ability to convey

trust and confidence

EMPATHY-Caring, individualized attention the firm provides its customers

(SERVQUAL 1985-> RATER)

OPERATIONS
CAPACITY

Weekly 30 Travelers ( For Accommodation and Tour Packages)

2 Modified Toyota HIACE Vans (15 seats)

If guest number increased (Using a bus or additional van)

2 Tour Guides

2 Drivers

Unit costs not vary significantly with volume in Tour Packages

but it does for Accommodation and Flights

CONCLUSION

The firms operations activities appear to be compatible

with the firms product strategy for competing in the
market place.

Significant incompatibilities noted in operation capacity.

CONCLUSION

Operations make a significant contribution to this firms

competitive advantage; However success in the marketplace
is more driven by marketing and securing new contracts and
agreements from Iran.

Significant

environmental

changes

such

as

new

Visa

regulations and new immigration regulations will impact

operations

THANK YOU