clean traffic final

8/8/2019 Clean Traffic Final

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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.

clean traffic final

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