Tirumala Tirupati Devasthanams

Case StudyMC-1

Professor Vidhu GaurRoll No: 15P201 – 15P205

Situation Analysis

• Long queues because of 30,000 devotees per day

• Differential pricing of tickets leading to inequality

• Turnover of 100 crores• Major income share is used for social welfare

activities

Problem Analysis

• CAUSE: Revenue generation • Symptoms: Inequality among devotees,

impact on functioning of social activities• How does the TTD trust ensure equality

among it’s devotees without a substantial loss in revenue and ensure sustained functioning of it’s social welfare activities?

Decision Analysis

Alternative 1 :• Two queues to the Temple• One fast moving queue with card system• Limited entry of 4 times per year.

PROS CONS

Equality Substantial loss in revenue

Control of crowd Maintaining database

Black Market

Decision Analysis

Alternative 2

• Entry to the temple only at a specific time slot of 1 hr.

• Book slots on TTD mobile app, website or local centres

• Special Tatkal Booking (5% quota) 2 hrs before each slot for

emergency purpose charging Rs. 200.

• Revenue generation through ads on mobile app and website

and Tatkal booking.

Decision AnalysisAlternative 2

PROS CONS

Very short queues Entry to temple in a specific time slot

Equality among all Misusage of facility

Revenue through mobile application and website

Easy management

Plan of Action-Alternative 2

• Publish about the new system in all major newspapers,

community magazines and via digital marketing.

• Create a website and mobile app.

• Setting up an efficient slot booking system and hiring the

relevant team

• Enhancing the required infrastructure i.e., check point for

tickets etc.

• Tying up with audio partner for bhajan CDs