Marketing challenges of Mass Rapid Transit systems in Bangkok : the case of the city's new subway. | |
| Author | Altaie, Christophe. |
| Call Number | AIT RSPR no.SM-04-126 |
| Subject(s) | Local transit--Thailand--Bangkok Subways--Thailand--Bangkok. |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-126. |
| Abstract | The Bangkok's new subway, as its older sister the BTS line, has not been able to attract enough passengers so far. Passenger ridership has begun to fall as soon as the first days' promotional period ended. As the Thai capital city is suffering from traffic congestion and air pollution levels ranked among the worst in the world, the efficiency and success of Mass Rapid Transit systems are burning issues. This research paper aims to identify and analyze the specific needs and expectations of the Bangkokian travelers regarding these systems. Ultimately, it intends to provide the new system's operator, BMCL, with founded and realistic recommendations to fulfill the unmet and unsatisfied needs and expectations previously identified. It turns out that survival and future growth will depend on the selection of a good management that will help the Bangkokian public transit operator to cope with the local demand. A shift from a traditional operation-focused view to a marketing-based management is needed. A deep Bangkok's MRT demand analysis is conducted on the basis of targeted travelers' feedback to a questionnaire-based survey. The findings are then confirmed by the comments and thoughts of some experts and professionals aware of the particular public transport issues of the Thai megalopolis. The specificities of the Thai culture and the design of the system are the main topics to work on, as the finals recommendations of this paper demonstrate. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-126 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Tang, John C.S.;Dimmitt, Nicholas J.; |
| Degree | Research Studies Project Report (M. Eng.) - Asian Institute of Technology, 2004. |