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The case is a critical instance, in which specific incidents and their ramification are depicted. The case is based on a real life situation faced by 3 Year old sole proprietor Tour & Travel Agency, which is having its operations as well as in Gwalior, Madhya Pradesh (India). Being the director of the company it was obvious for him to be perplexed because of his company's inefficiency to convert the queries of the customers into bookings and ultimately into sales. His employees were getting enough number of queries from the customers, but they were unable to optimize these queries into bookings and generating more profit and sales for the company. He was expecting this summer season would generate more business for his company because of the massive movement of the people from one place to another for leisure and pleasure purposes in the summers, but the month of April did not prove a harbinger of good omen for the business.