The case study in question is part of the online travel industry in India. RedBus is an online bus ticketing company that uses a real time and web-based portal that connects bus operators with potential customers. As a company, RedBus has an organizational structure in place under the leadership of three partners. Problem statement The previous manual bus ticketing system inconvenienced customers who considered it tedious. The bus operators also faced transparency issues with ticket dealers who were tasked with selling bus tickets. RedBus has introduced a web-based technology that allows customers to book tickets online and for bus operators to sell their tickets using the RedBus system. Key issues The key issues are the need to provide efficient bus ticketing services to bus operators as well as the provision of convenience to customers in need of bus ticketing services. The decision makers are the partners, Phanindra Sama, Charan Padmaraju and Sudhakar Pasupunuri. Solutions RedBus operates an online web portal that allows bus operators to sell bus tickets directly to potential customers. In addition, customers can buy their bus tickets online, thereby creating convenience to clients. Alternatives RedBus can establish a bus company that takes advantage of its software. In addition, the company can also develop online software for use in other industries. Assumptions The assumptions are based on socio-economic, political and technological trends. In this case, it is projected that a global bus manufacturing unit will be established in India. In addition, the country will experience a mass migration of skilled labor to cities, as well as register an increase in mobile and technology penetration. As a result, the demand for bus ticketing services is likely, thereby translating to increased business for RedBus. Strategies/analysis tools Porter’s Five Forces analysis is the most applicable model in Redbus’ case. The model will assess the threat of new entrants as well as the availability of substitute products or services, the bargaining power of suppliers and customers and competitive rivalry in the industry. Decision makers RedBus has a partnership form of business ownership. As a result, the partners are the key decision makers in the company. RedBus’ success RedBus is a successful company. The company uses the parameters of customer satisfaction and technology as success indicators. The company has the largest online bus booking portal and the convenience provided to customers has been instrumental in the firm’s success. Financial status RedBus has a stable financial status. The company has three main revenue streams that have contributed to the steady rise of the firm’s financial growth from INR 0.4 million in 2007 to INR 345 million in 2012. The company also projected a profit of INR 10 milllion in 2012 as well as a cumulative profit in the following years. RedBus has three main revenue streams: The sale of the Bus Operators Software System (BOSS) to bus operators, the sale of the Seat Seller system to Online Travel Agencies as well as commission sales of bus tickets through the RedBus’ website. Competitive landscape The online travel industry in India has experienced tremendous growth. The industry is segregated into rail travel taking up 20% of online travel bookings and air travel sec