Research Proposal on

PATHAO Expansion in Nigeria

Submitted to: Mohammad Asif Gazi

Couse: BUS251 Section: 6

Submitted by:
Sl. Name ID
1 Momotaz Rahman 1812354630
2 Sayma Bhuiya 1811389630
3 Aleya Ferdousi 1831572630
4 Noshin Sharmilee 1811504630
5 Syed Ridwan Halim 1712019630

Date of Submission: 05.12.20

Overview

Pathao is a ride sharing app that is mostly operating in Bangladesh. One of the major
problems that Pathao is still facing is its local competition. As Bangladesh has encountered a
leap in ride-sharing companies a long time back, Pathao is operating in a small market with a
low market share. Pathao needs to go beyond the Bangladeshi market given it is
oversaturated at the moment and create a global presence to gain higher market share in
global markets where there is a gap in this sector. One of the potential markets to extend to,
based on our initial research in Nigeria. Through this paper, we aim to find out if expanding
to Nigeria is a profitable option for Pathao.

Nigeria : The fastest growing African economy

Nigeria, country located on the western coast of Africa. Hundreds of languages are spoken in
the country, including Yoruba, Igbo, Fula, Hausa, Edo, Ibibio, Tiv, and English. The country
has abundant natural resources, notably large deposits of petroleum and natural gas.

Roads are the most important means of transportation in Nigeria, carrying more than four-
fifths of all passenger and freight traffic.Nigeria’s rich and varied cultural heritage derives
from the mixture of its ethnic groups with Arabic and western European influences.

For such economic progress and having constructive transportation with vibrant culture, we
believe that Nigeria will be a lucrative location in Africa for Pathao to expand by avoiding
the problem which exists currently by taking this new challenging environment.

The target audience will include

 The CEO of Pathao

 The management teams of Pathao
 The marketing team of Pathao
 The potential and existing investors of Pathao.
 The HR team of Pathao
 Bike finance team of Pathao
 Business development team of Pathao
 Customer support team of Pathao
 Operations team of Pathao

Fields of Research

1. The overall cultural inclination towards ride sharing services, i.e. are there any
stereotypes or social restrictions on using motorcycles based on race, class or gender.
2. PESTLE analysis for understanding the Nigerian market
3. Swot analysis of Pathao to understand how we can fill the market gap
4. The economic condition of the market we want to target.
5. Road safety and infrastructure condition to determine the safety
6. Existing laws (if any) relevant to introducing Pathao
 7. Existing local and foreign competition

Impact of Research

1. To understand the target markets attitude towards ride sharing apps

2. We will understand the possible backlash or resistance that we may face in the market
and adjust our services accordingly
3. We will be able to understand what type of people we need for overseeing this
expansion operation after understanding the market
4. We will be able to prepare a proper marketing mix and customize it according to our
target market
5. We will be able to take legal precautions
6. We will be able to know which area of Nigeria is the easiest to penetrate depending
on the market gap identification
7. We will be able to position ourselves according to the competition to provide unique
value to consumers that our competition does not

Resources

 Paul, E., & Paul, E. (2020). Lagos to enforce regulations on Uber, Bolt, others from
August 20, 2020. Retrieved 5 December 2020, from
https://techpoint.africa/2020/08/11/lagos-ride-hailing-regulations-august/
 7 most trustworthy ride hailing apps in Nigeria | naijauto.com. (2020). Retrieved 5
December 2020, from https://naijauto.com/market-news/ride-hailing-apps-in-nigeria-
3428
 Taxi App Development: E-Hailing Companies Venture Into Potential African Market
- Tweak Your Biz. (2020). Retrieved 5 December 2020, from
https://tweakyourbiz.com/global/start-ups/rideshare-apps-africa
 (2020). Retrieved 5 December 2020, from
https://core.ac.uk/download/pdf/234681072.pdf
 12 Things You Need To Know About Driving An Uber In Nigeria - MyMoto Nigeria.
(2020). Retrieved 5 December 2020, from https://mymoto.com.ng/12-things-you-
need-to-know-about-driving-an-uber-in-nigeria/
 Anekwe, R. (2019). Sustainability in the Nigerian business environment. International
Journal Of Science And Research, 3(3), 72-80. Retrieved from
https://l.facebook.com/l.php?u=https%3A%2F%2Fwww.researchgate.net
%2Fpublication
%2F334182401_Sustainability_in_the_Nigerian_Business_Environment_Problems_a
nd_Prospects%2Flink%2F5d5e760f45851521025835dd%2Fdownload
%3Ffbclid=IwAR0t9hOgXNQqLcce9hKbLKh
 Orji,H. (2011). Platinum Essays in The Philosophy of Applied Economics of
Development (p.452). AuthorHouse. Retrieved 5 December 2020, from
https://books.google.com.bd/books?
id=j9kdAYLjv_YC&printsec=frontcover&dq=published+books+on+Nigeria
%27s+business+environment&hl=en&sa=X&ved=2ahUKEwj8zPWo8LHtAhU8yzg
GHSw3CD8Q6AEwCXoECAkQAg#v=onepage&q&f=false

 Paul, E., & Paul, E. (2020). Lagos to enforce regulations on Uber, Bolt, others from
August 20, 2020. Retrieved 5 December 2020, from
https://techpoint.africa/2020/08/11/lagos-ride-hailing-regulations-august/
 Schatz, S. (2018). Nigerian Capitalism (1st ed., p. 308). University of California Press.
Retrieved 5 December 2020, from https://books.google.com.bd/books?
id=ZbnADwAAQBAJ&printsec=frontcover&dq=published+books+on+Nigeria
%27s+business+environment&hl=en&sa=X&ved=2ahUKEwj8zPWo8LHtAhU8yzg
GHSw3CD8Q6AEwAHoECAYQAg#v=onepage&q=published%20books%20on
%20Nigeria's%20business%20environment&f=false