clean traffic final
TRANSCRIPT
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2012
Clean Traffic
VincentIkong
SanthoshKumar Vasan
ThanyadaSangvilai
More than Express
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Ex ecutive Summary
Cl ean Traffic is preparing to launch this newsystem as a private transportation for tourists: Esca lator Express . It has been a massive fai lure of the existingpub lic transport system in contro lling the traffic f low, hencethe tourists needed an a lternate and an innovative serviceto overcome the prob lem.
In fact, Tourism has invo lved 6.7% of GDP (grossdomestic product) and depends on a good circu lation. Our
target market wi ll be tourists of Bangkok, who wish to movehappi ly between high lighted spots regard less to traffic.There are 8.5 mi llions of tourists in Bangkok each
year out of 20 mi llions tourists in Thai land. We are p lanningto target initia lly with 2 mi llions of them for the 1 st year touse our service.
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P roblems
Fact Tourism has been Thai land's largest sourceof foreign currency since 1982.
In 2007: C ontributing an estimated 6.7% to Thai land's GDP
(estimated 547,782 mi llion Thai baht, around 11 bi llion Euro)In 2009: 20 mi llion internationa l guests visiting Thai land and 4million domestic guests
1. Revenue lossAs because of heavy traffic in the city the tourist entry hasbeen nomina lly reduced by 20% compared to last year, anddue to this a loss of 10% revenue happened.
2. Time de layThe major prob lem for trave lling in Bangkok is the congestion
of traffic which cause the time delay of the pub
lic transportationto reach their destination.
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Solution
Esca lator Express he lps in moving trave ler to the tourism spots of Bangkok like:
Temples, NightLife, Entertainment, Shopping, etc
2.4
3
11.2
0.5
0.61.2
11.2
1.6
1.4 2.3
2.1
3.5
2.2
Temp le
Hote l
F ood
Museum
Shopping
Night- life
Zoo
Re lax
Theatre
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Target market
The system wi ll be most ly attracted to both Domesticand Internationa l tourists who are ready to pay more for their convenient trave lling inside Bangkok.
Demographic Age : A ll touristsGender : N/ARace : N/ARe ligion : N/ALocation : Bangkok, Thai land
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Target market
C u ltura l PsychographicSe lf-respected.
Knowledgeab
le.
Socia l PsychographicMiddle, Upper Midd le and Rich.High Purchasing Power.
Persona l PsychographicImpatient/ Hot temper.Uniqueness.
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Ma r t R a r
In 2009, 46.95% of internationa l touristswere East Asian, with Japan providing themost visitors, more than 2 mi llion.Europeans provided about 26.56% of thetota l.
46.95
26.56
8.04
4.72
1.161.10
4.570.64 0.74
5.51east asian
Europeans
Middle East
USA
East Europe
Canada
Australia
New Zealand
Africa
Others
F rom: Tourism Authority of Thai land (TAT)
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Market esearch
Internationa l visitors spent more than 547billion baht (16 bi llion U.S. Do llars) in2008.On an average the trave lers spend aminimum 1,000 USD .The average stay of an individua l touristsin Bangkok is 9 days in a year.
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Marketing Mix
ProductExpress way of trave lling to the high lighted spots in Bangkokwithout stuck in traffic.
P lacementOn the se lected important tourist p laces in Bangkok wherethey have more congestion.
Promotion
Advertising through Internet,C
ommercials, Brouchers.
Price1 Day package 7$3 Days package 15$7 Days package 30$
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Marketing Strategy
Product - Primary StrategyOur service introduced wi ll be unique in Bangkok.We make tourists enjoy the beauty of Bangkok withoutfrustrated traffics.
Promotion - Secondary Strategy Advertising through Internet, C ommercia ls, Brouchers. Alliances with Hote l and Tourist agencies. Alliances with major Air lines.
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R r A it
SS
TTThanya a Sangvilai
ITLanguageThai citizen
Santhosh Kumar VasanMarketing ExperienceAdvertising Background
VVVincent Ikong
Legal Advisor Logistics Experience
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SWOT
S trengths
Unique systemGovernment subsidiesMarketing experience
Opp ortunities
Strategica lliances, partnershipsInnovative approachLess competition
Threats
Electricity lossPolitical issue
Weaknesses
Lack of know ledgeF inancia l backup
SS WW
TTOO
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SWOT r i
SS
S tr gth
Marketing experienceGovernment subsidies
WW
We ak esses
Lack of know ledgeF inancia l backup
TTThr e at s
Electricity lossPolitica l
OOOppo rtu iti es
Innovative
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A ction P lan
Partnership / A llianceHave a lliance with Tourism Authority of
Thai land (TAT)Enter partnership with Hote ls, Pvt.Tourist agent, Air lines
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A ction P lan
Geographica l / C onsiderationThe service wi ll be activated on ly at the
major tourist spots of Bangkok initia lly.Production Schedu le
It will be operated within 2 years.
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Conclusion
Esca lator Express is the one kind of service which is focused main ly on touristscompare to any part of the wor ld. This servicewill attract the tourists in larger vo lume andwill be recognized as an easy, safe, and fasttransportation to the desired destination.
The project can be accomp lished withour experienced experts and thorough marketresearch.