Palki Transportation System

Apnar Bishostoh Shongi

Name ID
1.Md. Mamun Ur Rashid 1210928030
2.BM.Imran Hossain 1410050042
3.Fahad Bakth Majmader 1330383630
4.Rezwanul Islam 1320502020
5.Md Tahsin Rahman 1321267030
6.Md. Asif Arafat Rahman 1310678630




Letter of transmittal

11
th
August, 2014
Nazmun Nahar
Senior Lecturer
School of Business
North South University, Dhaka.
Course: BUS 101
Subject: Submitting the business plan of transportation system only for women
Dear Mam,
It gives us immense pleasure to inform you that we successfully completed our business plan
which you authorized us to undertake as a part of our BUS 401 course.
We tried to our best to fulfill the requirement of this research paper by engaging ourselves
seriously and giving our best effort to prepare this report. Working hard for this business plan
made us able to understand all the factors while launching a new product or service in the
market.
Under the circumstances, we would be greatly happy if you kindly accept the result of our hard
work and appreciate us for the future purposes.
If you have any enquiries after reading the business plan report you are most welcome to contact
us.
Thanking you,
1.Md. Mamun Ur Rashid 1210928030
2.BM.Imran Hossain 1410050042
3.Fahad Bakth Majmader 1330383630
4.Rezwanul Islam 1320502020
5.Md Tahsin Rahman 1321267030



Acknowledgement
At our very outset we want to congratulate our honorable faculty Nazmun Nahar to give us the
task of preparing a new business plan .It has been an honor for us to take part in such a
prestigious opportunity. Priceless suggestion and constant guidance have been very helpful
throughout the semester. To the entire team without whose effort this couldnt be possible. At
last we would like to praise the person whoever comprehends this proposal with name of
Almighty.





EXECUTIVE SUMMARY
Bangladesh is country here 50% population are female. Among them around 5 to 10% are
working women. We are launching a new transportation system called Palki targeting those
women. Our main concern is to provide comfort and security to those women. Also other women
can this as their transport. Everyday female around whole Bangladesh faces many
discriminations and harassment. So our targets is stop sexual harassment and provide safety to
women. We will launch this service around the whole country especially major cities such as
Chittagong, Dhaka, Sylhet etc. We will try to provide 24 hours service to the women at the
cheapest price. There will be some attributes such as
-Wi-Fi System
-Air conditioned bus
-Monthly packages, Weekly packages, Daily packages
We are trying ensure women a safe ride so that dont feel afraid to travel alone and in anytime.
By this we will be also able to increase empowerment of women. Our target is to earn profit but
also to bring a change in the society.














TABLE OF CONTENT

TOPIC
PAGE NO.

1. Introduction/Company Overview 7


2. Marketing Plan
7-9


3. Human Resource Management 10


4. Financing Plan
11




5.Conclusion
12

6.Reference
13






Company Overview

We are going to introduce our new business woman transportation named Palki bus service
which is unique in the current market.We will start with at least 20 buses on this transportation
business and then extend our business.This business will be very much safe and comfortable for
working women.Our target market is very large with different segments.our company estimates
that the future market will be satisfied with more bus services and also satisfied customers
according to their needs and wants.Our expected profits are also very high.The total development
cost is about tk 25 crore.




Target Marketing Strategy:
Market segmentation:
Palki transportation system will be launched according to the needs and preferences with regard
to the market for women and has clustered people with needs into selected segments namely
domestic.
1. Geographic Segmentation:
Geographic segmentation calls for dividing the market into different geographical units such as
nations, regions, provinces, population density, cities or even neighborhood. Working women
living in cities will give preference to the bus service provided to go to the office those who cant
afford private cars. Also students, housewives and women who travels very often.
2. Demographic Segmentation:
Demographic segmentation holds importance in terms of its close relation to consumer needs and
the ready measurability of variables such as consumers age and life cycle and their income.
Age and Life-cycle:
The second main importance is given to the age and life-cycle segmentation which divides the
market to particular aged women. The working women in Bangladesh are mainly of middle aged
women who are and also at a struggling stage in their career. The Consumers we are targeting are
from 18-40 (mostly adults).
Income: Income is the key determinant of consumers behavior. It is the most popular
demographic variable for market segmentation. For a larger part of the women population to take
the service, it is very important to segment the market in different income groups. This is given
utmost importance in women in Bangladesh where there is wide variation in the average levels
of income. Palki transportation system has divided the market into different income groups
low-income group, lower mid-income group and mid-income groups. Their wants will be
depending on their income range.
Market Targeting:


The two general strategies that Palki transportation system will be using for selecting target
markets are differentiated and undifferentiated marketing.
DIFFERENTIATED:
In light of Palkis marketing approaches, differentiated marketing can be seen in a light of very
well defined market segments, namely, working women. For the women of low and medium end
of the market, we are going to provide wonderfully attractive, and air condition system with wifi
service.
UNDIFFERENTIATED:
An undifferentiated target strategy approaches the segment as one big market with no individual
segments and thus requires a single marketing mix. Palki bus offers low prices with sober
packages that will enable Palki to go for mass marketing.
Market Positioning:
Positioning refers to developing a specific marketing mix to influence potential customers
providing them a comfortable and a safety ride. The tag line we will be using is apnar bishostoh
shongi.
Marketing Mix decisions:
PRODUCT:
Bus is one of the basic transport convenience in Bangladesh for general people. Palki as a name
of the bus has been launched especially for women. The bus will provide 24 hours service to the
women. Its main target is to provide comfortable and safety to the passengers. It will be launched
in all the major cities of Bangladesh.

PRICE::
Packages Price
Bus Card (monthly) 1200/-
Bus Card (weekly) 380/-
Bus card (Daily) 50/-

PLACE:
Place is concerned with all the decisions involved in getting the service all over Bangladesh to
the target market. A bus station in all the sides of the Dhaka and also in outside will help the


women find convenience. Hence, through implementing a channel of distribution, Palki will
make its service available to the final consumers.
The areas that will be covered mainly are Dhaka, Chittagong, Rajshahi, Khulna and Sylhet. And
the main bus station will be available in Mohammedpur situated in Dhaka city.



Promotion
Promotional Tools
The essential tools for promotion of Palki transportation system are advertising, personal selling,
sales promotion and direct selling. These tools are mentioned below:
Advertisement
Billboards
Personal Selling
Poster
Publicity






Human Resource Management:
Palki Transportation System is going to be a fully air-conditioned and lavatory enabled
bus transportation system. All our buses are going to be imported from Japan. All the staff
members on the buses will be females except for the drivers and the drivers assistants. All
the best skilled drivers will be assigned by Palki and they will work on different shifts in
order to reduce chances of any accident. There will be an electronic ticket counter at every
bus stop that will also show the advancement in technology that is used by company. Male
passengers will be strictly prohibited inside the buses; exception includes children below
the age of twelve travelling under parental guidance. In order to fulfill the necessities of our
passengers we will be having a small arrangement of light food, mineral water and
beverages. Moreover, the number of passengers should never exceed the maximum
capacity of the bus. We will also be having extra space and special sitting arrangement for
the disabled.
All the staff members will be paid on a day-to-day basis. Since there will be an electronic
ticketing system at all our bus counters, the chances of fraud will be insignificant. All the
records will be totally computerized. We will try to ensure that there is a bus at all the
destined stops after every ten-minute-interval. Each bus will consist of 4 staffs- 1 male
driver, 2 female conductors and 1 male drivers assistant. The bus driver and his assistant
will not be having access inside the bus where the passengers will be seated. The driver and
his assistants seat will be completely separated from the passengers to avoid any sort of
occurrence. This is also to ensure safety of all our passengers as they belong to the opposite
gender. The hygiene factor inside the bus will be considered with high priority and all our
buses will be cleaned and maintained time-to-time.




Budgeting


As we have decided to launch 20 Buses within 250 million taka including the spending of
marketing activities and we have to design a financial plan to set a goal and control the
spending. First of all , we have to focus on the prime cost of our company what is the
purchasing cost of 20 buses. Then there comes the maintenance factor and marketing cost.
The maintenance cost is important because it includes the cost of the garages, repairing
expense, taxes, ticket, ticket counters expense and service expense . As this is a socially
effective business, we think its a very good advantage for our promotional activities and it
would help to create and establish an admirable image of our company. So we had to make
an enough handsome figure of marketing activities .The reserved fund is also needed to
maintain a balance for the special circumstances or any kind of accidents and according to
the total budget we thought its the perfect amount for facing any unexpected situation.
There is a brief list and a chart of our estimated cost for our new business plan.



CONCLUSION
Palki Transportation System is a private bus transport service for women of all ages and
income groups. The price of the tickets will be kept very reasonable so that its easily
affordable. Since we will be having plenty of buses, its availability will create the
revolutionary demand in the history of local bus transportation in Dhaka city. The service
that will be provided to the passengers cannot be matched by any other bus transportation
system at todays date. It is a concept that has not been applied by anyone yet. Palki will
create the change. A change that will make a difference.





Bibliography
Website links
http://wiit-paris2014.sciencesconf.org/?lang=en
https://www.wtsinternational.org/
http://siteresources.worldbank.org/INTTSR/Resources/Womenworld.pdf
Books
Contemporary Business
DavidL.Kutz
Human Resource Management
Pearson
Management System
Jane P.Laudon