Company’s business depend on

communication within organization as

well as outside of organization because
way & words of communication are the
key presenter of the Organization.

REPORT FOR BUSINESS

COMMUNICATION
Expansion of Pathao Limited
PREPARED FOR
MD. Kamrul Hassan Bhuiyan

Course Instructor

Course Title: Business Communication

Program: MBA

Course code: BUS 501

PREPARED BY
Muhammad Maruf Hasan ID# 112191029

Khandhaker Tamanna Islam ID# 112192002

Faysal-Al-Mamun ID#113182004

Abid Hossain ID# 112192007

Nahida Binti Newaz ID#112191034

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 Letter of Transmittal

July 17, 2019

To

MD. KAMRUL HASSAN BHUIYAN

Course instructor
MBA program
School of Business
United International University

Ref: Letter of Transmittal

Dear Sir:

In the following pages, we have presented the business performance specially

“Expansion of Pathao Limited” through business communication which you had
authorized us to prepare and submit as course requirement.

This term paper is based on the data collected through walk through corporate office,
interview the employees and check documents. We enjoyed preparing the term paper
though it was challenging because it requires real picture. In preparing this
assignment, we have tried level best to include all the relevant information and tried
to identify practical and relevant information regarding Pathao Limited.

Sincerely,

Muhammad Maruf Hasan

Participant ID# 112191029
On behalf our Group

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Executive Summary

Communication are the key to the success of any industry and there is no exception.
The communication can help maintaining an environment where every employee can
share their best.

Whatever, we took Pathao ltd for study. We try to gather data related of expansion of
Pathao Limited.

Pathao (Bengali: পাঠাও); is a Bangladeshi transportation network company

headquartered in Dhaka, Bangladesh. Pathao start their journey with ride sharing and
now they also provide parcel servie, food delivery and on demand Transport Sharing
services in 3 major cities of Bangladesh, Dhaka, Chittagong and Sylhet.
Here we will discuss about Patho Foods and Patho Courier. We will look into both
expansion and its present status. We also discuss about SWAT analysis of both
expansion and their future.

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Acknowledgement

Our business environment is so complex. We always making decision based on

previous period’s data. From this course we came to know about Business
Communication. Our common observation sticks on the point of some limitation of
knowledge. World is also moving to new era where is no limitation of information.

We would like to thank our course instructor Md. Kamrul Hassan Bhuiyan. He
made this course easily understandable for us.

We also would like to thank Mr. Abid Hossain (ID# 112192007) Operation Executive,
Fulfillment, Pathao Limited for providing related data to prepare this report.

We also would like to thank Mr. Ahmed Delwar Hossain Maruf, Fulfillment, Pathao
Ltd(Line Manager of Mr. Abid Hossain) who helps us to understand the relativity
between business strategies with business communication. He also permit Mr. Abid to
share information with us for preparing this report.

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 TABLE OF CONTENTS
Introduction ........................................................................................................................................................ 6
Research objective ........................................................................................................................................... 6
Research Methodology ................................................................................................................................... 6
Company: Pathao .............................................................................................................................................. 7
Company Mission ......................................................................................................................................... 8
Company Vision ............................................................................................................................................ 8
Company Objective ..................................................................................................................................... 8
Corporate Division/Department ........................................................................................................... 9
Pathao Operation ........................................................................................................................................... 10
Ride sharing ................................................................................................................................................ 12
Parcel ............................................................................................................................................................. 12
Merchant delivery..................................................................................................................................... 12
Food delivery ............................................................................................................................................. 14
Pathao Pay ................................................................................................................................................. 14
Privacy scandal .......................................................................................................................................... 15
Legal issues.................................................................................................................................................. 15
Pathao Nepal ............................................................................................................................................... 16
Downsizing .................................................................................................................................................. 17
Swat analysis of Pathao ............................................................................................................................... 17
Conclusion ........................................................................................................................................................ 20
Appendices ....................................................................................................................................................... 20
Reference .......................................................................................................................................................... 20

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INTRODUCTION
It is almost impossible to imagine an organization (Business organization, Non-profit
Organization or Govt. Organization) in which companies do not have communication
in the process. So it’s not possible to run an organization without communication.
Where people are working, communication is must to fulfill the job. Management of
an organization must maintain structured communication by providing policy,
process and procedure for its employees’. As Today’s world is more informative,
dynamic and global, so business communication should be more effective and
efficient as well as transparent.
RESEARCH OBJECTIVE
Research objective is to understand Business communication and its importance.
How organization create relationship among Stakeholders and Business Strategy.
How the relationship helps business to survive, to grow and become successful.
Business strategy is one of the important tools to run business and Business
Communication is most important asset to manage relationship with stakeholders. If
we can build the relationship in effective and efficient way between these two
factors, it will bring success. We will study practical situation within an organization.
RESEARCH METHODOLOGY
Here we use various tools to collect data. Because all data are primary data which
are not available. We use following methods to collect data:

 Informal interview

Informal interview use to collect random data as one of our member working with
subject organization.

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COMPANY: PATHAO
Pathao ltd is the new fast-growing “Go-Jek” of Bangladesh. Dhaka, Bangladesh’s capital is an
insanely densely populated city. Growing up here, one thing is always on your mind which is
“The traffic” and the horrible jam. How you have to sometimes wait for hours before you
can even get on a bus to go home. Pathao had started its journey not with the online
transportation bike service rather than it started its journey with delivery service all over the
country. The idea of online bike service came from the delivery service where they already
had some biker who used to deliver the products through the bike service. Pathao ltd. has
done amazing job in a short period of time in terms of idea, service and execution.

Pathao is the most technologically advanced logistics provider in Dhaka. Our highly trained,
decentralized, fleet of bicycle-based couriers can ensure the most efficient order fulfillment.
By leveraging proprietary technology, we provide top-notch service at rock-bottom prices.

The administration, accessible by means of an application, guarantees same day conveyance

of your bundles inside the Dhaka city and furthermore offers following choice and
guarantees confirmed conveyance individuals for security. Sending things are troublesome
in Dhaka. In addition, there is a developing base of online business organizations that
additionally require conveyance benefit. There are existing administrations and few of these
administrations are quite great yet there are extensions to play in this space. Uncommonly,
on the off chance that you are promising same day conveyance which is troublesome in
Dhaka given the movement condition and money down method of web based business
organizations. In any case, it appears Pathao is going for a B2C advertise in this space and
searching for conveying all the more little things like blossoms and all as opposed to going
for internet business conveyance.

They recognized the booming e-commerce industry and decided that is something that
needs our service so that was their first target. After that, they moved on to transportation.

7|Page
Given the agonizing hours spent on cars and CNGs we knew two-wheelers to be the most
viable option in a crowded but compact city like Dhaka. They are demo testing on demand
motorcycle ride in Dhaka city now.

Pathao is right now hoping to extend its group with industry driving experts. Moved down by
worldwide funding, they are a standout amongst the most quickly developing groups in
Dhaka and need to remain consistent with the start-up roots. In this manner, culture is
imperative to us. They are searching for high achievers who will go well beyond their sets of
expectations to satisfy our long-haul vision.

COMPANY MISSION

Very few start-ups in Bangladesh are working to solving two major problems. Pathao,
Bangladesh’s one of the fastest growing technology start-up is working to create
solution in logistic sector as well as in the transportation sector.

Pathao is developing tangible solutions to battle the country’s biggest infrastructural

problems. After establishing e-commerce Delivery Company in Bangladesh, they are
now expanding into the ride-hailing transportation space. Using a dynamic fleet of
motorbikes, Pathao’s solutions are harnessing the power of technology to change the
face of Bangladesh.

COMPANY VISION

Flexible and secure package delivery has become a big demand in Bangladesh market. With
the uprising e-commerce shopping it was obvious that delivery services will definitely be a
great hit. However in terms of secure delivery with quality assurance it was not going well
for many of the companies.

Pathao.com has not only brought solution for the package delivery but also has created jobs
for many in Bangladesh. A mobile app based business similar to uber or go-jet or Gab has
done fabulous so far in terms of service.

In the event that you are a web based business merchant or consistently need to dispatch or
accumulate many archives or bundles, Pathao.com gives adaptable and secure bundle
conveyance with live following. The GPS following programming enables the clients to track
precisely where their bundles are anytime.

COMPANY OBJECTIVE

Pathao, the start-up runs, transports merchandise and individuals on two wheels – to beat
movement. It's fundamentally the “Go-Jek” of Bangladesh, and its developing quick, making
a huge number of outings a day in the wake of propelling in 2015. Ferrying individuals on
cruiser taxis wasn't the arrangement from the begin. Pathao was conceived in 2015 as a
conveyance benefit. Its armada of bike drivers and bicycle flag-bearers acquire packages to
customers Dhaka and past. The administration blossoms with the back of the developing
interest for dependable web based business conveyances in Bangladesh. Pathao works with
Rocket Internet's Daraaz, Bikroy.com. English American Tobacco and among others. In mid-
2016, Pathao chose to present on-request cruiser rides. The Pathao framework works truly
straight forward. Anybody needs to send a bundle from indicate A point to B. Download the

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application from Google play store. Book a ride and set a pickup direct, sit tight for
somebody toward acknowledge ask. There are riders around the city. The rider will reach
inside 20 minutes get your bundle and get it convey to the goal.

It’s just like the service we’re already familiar with from Go-Jek, Grab, or Uber. You launch a
request on the app, hop on the back seat of a two-wheeler, and get dropped at your
destination for a fixed price. It’s faster and more convenient than the experience of riding in
one of Dhaka’s auto-rickshaws or manual rickshaws. Some basic objectives of Pathao have
been given below.

 Building a strong customer focus and relationship based on integrity, superior

service.
 To creating an honest, open and enabling environment.
 To value and respect people and make decisions based on merit.
 To strive for profit & sound growth.
 Creation of employment opportunities across Bangladesh.
 To work as a team to serve the best interest.
 To relentless in pursuit of business innovation and improvement.
 To base recognition and reward on performance.
 To responsible, trustworthy and law-abiding in all that we do.
 Get rid of the traffic problem of Dhaka city.
 Cash on delivery service with the satisfaction of merchant and customers.

Corporate Division/Department

A normal corporate structure consists of various departments that contribute to the

company's overall mission and goals. Common departments include Marketing, Finance,
Accounting, Human Resource, and IT. There are also company vice presidents and CEO.

CEO

Vice President Vice President

Accounts HR & Admin
(Rides) (Fulfilment)

Operation Customer
Manager Service Manager

Trainer, Customer and

Marketing riders service
Executive officer

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Rather than those departments, Pathao also has sales team, logistic team, Finance team,
Public relation Team and riders’ acquisition team.

Human Resource: Human resource is the most important asset in the business. The heart of
an organization lies on its people. The HR department of Pathao use Bdjobs.com and some
Facebook pages to recruit and find the right candidate for the vacant post.

Marketing/ Promotion: Promotional activities and advertising are the best ways to
communicate with the target customers. Effective marketing and promotional activities will
drive long-term success, profitability and growth in market shares. Pathao’s marketing team
makes some promotional offer to its customer.

Customer Service Support: Customer support service department is responsible for

interacting with customers regarding inquiries, complaints and orders. It is very important
for a business to maintain and create relationship with their customers. Pathao has some
few customers’ service officers. I also worked under this section. Pathao also makes
outbound calls to the driver and customers. Customer service officers of Pathao also reply to
messages comes from the Facebook page and website. The suspension of the drivers and
warn them is a part of customer service support.

Accounting and Finance: In charge of bookkeeping, reviewing, arranging and sorting out the
organization's funds. Pathao's Accounts and back office create the organization's budgetary
explanations. Income is the soul of any business and which keeps up by the fund branch of
Pathao.

Distribution: The distribution department is responsible for the receiving orders and
delivering orders to the customer at the right place and at the right time. Since we do not
have any products but we work as middlemen of our merchants. So we have so many hubs
in every area. The distribution department collects the goods from the merchant and short-
list them in the hub. In the next day, they deliver the goods to the customers.

Research and Development: Innovation is the key to every business’ future. Through
innovation, it will open new competitive advantage for the company. Our idea is very unique
and new in the market. However, our service is based on app, so it is very important for the
development team to develop the app always. To fix the bugs and glitches and upgrading
the app all the time is the major responsibility of this department.

Administrative/ Management: The managerial and administration is the foundation of

the business. The authoritative and administration's capacity is to deal with the business,
arranging, basic leadership, and furthermore money related survey. This office joins with
different offices to guarantee the smooth stream of data and operations. The organization
branch of Pathao keeps the record of each representative. The coordination’s bolster is
additionally keep up by this division. Portable PCs, mouse, work area, web association, and
dialer credit, SMS credit, gripes/proposals of the representatives.

PATHAO OPERATION

Pathao (Bengali: পাঠাও); is a Bangladeshi transportation network

company headquartered in Dhaka, Bangladesh. It operates services in 3 main cities
of Bangladesh: Dhaka, Chittagong, and Sylhet along with several suburbs of Dhaka
and Chittagong. Besides ride-sharing services, it has ventures in E-commerce,

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merchant, courier and food delivery services. Pathao is a Bengali word meaning
"send it".

Financing: Pathao received around $1 million in their initial Seed Funding from
Battery Road Digital Holdings LLC. on 2015 and 2016. In 2017, Pathao received $2
million from Go-Jek in a Series A round. It received $10 million in a Series B
round from Go-Jek in 2018. Pathao currently has 5 investors in total along with 3
lead investors.

Operation: Pathao follows a "One App for All" model unlike Uber, providing all of
their services through one app. They update their app on a frequent basis to make
the overall app navigation simpler and easy for all.

Services: Pathao currently provides ride sharing, parcel, food delivery and on
demand Transport Sharing services in three major cities of
Bangladesh, Dhaka, Chittagong and Sylhet. Food delivery services are currently
available in Dhaka Metropolitan Region and Chittagong Metro only. Pathao also
launched its own e-Wallet service, but eventually the service was terminated due to
regulatory issues with Bangladesh Bank.

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 RIDE SHARING

Pathao provides on-demand ride sharing services through motorcycles and cars.
Both the driver and the passenger require having a Android or iOS internet and GPS-
enabled smart phone in order to avail the service. Pathao uses a similar algorithm
like Uber and Lyft to match the passenger with a driver nearby heading towards the
destination. It has more than 50,000 registered vehicles across the country as well as
outside of country. Ride sharing service is available in the following cities and
suburbs:

 Dhaka, Bangladesh
 Gazipur, Bangladesh
 Chittagong, Bangladesh
 Sylhet, Bangladesh
 Hathazari, Bangladesh
 Tongi, Bangladesh
 Savar, Bangladesh
 Ashulia, Bangladesh
 Narayanganj, Bangladesh
 Keraniganj, Bangladesh
 Kathmandu, Nepal

PARCEL

One can send small to medium-sized parcel inside Dhaka city with a minimal cost
using Pathao app. The parcel delivery is usually done through bicycles for nearby
locations and motorcycle for longer distances. This service also requires the delivery
person and sender to have a GPS enabled smart phone, and similar technologies like
ride sharing to match with a delivery person nearby. The company ensure delivery
within 24 hours within country. Till today, Pathao Parcel is number one courier in
Bangladesh. The company pick 3000 parcel per day and deliver 2500 parcel per day.
Total 70 employees and 150 delivery agent do this impossible. Their major
customers are GP, Robi, Daraz, Rokomary and etc.

MERCHANT DELIVERY

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Merchant Delivery solution was the basis of foundation of Pathao back in 2015. Pathao
deliversin Dhaka, Gazipur, Savar, Narsingdi, Narayanganj, Chittagong, Rajshahi, Sylhet and Br
ahmanbaria cities using their own fleet of bicycle, motorcycle and pickup vans with a
minimum cost of 60 Taka and maximum cost of 180 Taka. They also provide nationwide
delivery using courier agents like Sundarban Courier and SA Paribahan. Pathao accepts cash-
on-delivery and return of products on behalf of their merchants as well.

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 FOOD DELIVERY

Pathao delivers food to any corner of Dhaka and Chittagong city within 45 minutes of
order using bicycle deliveries for avoiding the traffic. It directly competes with local
delivery companies like Hungrynaki, FoodMart and German food delivery
giant Foodpanda. The competition is predicted to be more increased since another
ride-sharing service in Bangladesh, Uber has announced to start Uber Eats operation
in Bangladesh.

PATHAO PAY

On May 24, 2018, Pathao launched their own

Mobile Wallet service termed as Pathao Pay,
through which customers could pay the riders
through the app without using cash. But within
6 weeks of launching, Pathao suspended the
recharge option for the payment platform citing
'Software Development'. But a report published
by local agency BDNews24 showed
that Bangladesh Bank denied Pathao to launch a
Closed Payment Service for ethical reasons &
lack of regulation and yet Pathao proceeded
with the system.[16] Bangladesh Bank also
threatened Pathao with legal actions if the company did not shut down their
payment services. In a statement, Pathao CEO Hussain M. Elius said that, "We had
faced problem as we started the service as a closed wallet. We will turn the service
into an open wallet in the future by fulfilling all the conditions so that no guideline is
violated. As per Bangladesh law, Open wallet, i.e. e-Wallet that is not confined
between specific users is only allowed to run operations in the country.

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Later, on September 12, 2018, Pathao signed an agreement with local Payment
Solution Provider iPay, under which agreement Pathao Pay features would be
integrated into iPay and users can pay for Pathao using iPay account.

PRIVACY SCANDAL

A video published in both Facebook and YouTube on November 5, 2018 showed the
Pathao android app deliberately copies sensitive information including SMS and
contact lists. The claim was independently verified by many other security experts
including popular website, Priyo and Ekushey Television. Pathao vice-president,
Ahmed Fahad, admitted the claim. However, he insisted that Pathao collected these
information for the safe-keeping of women. Later, the official Facebook page of
Pathao released a statement claiming the information collected from users are kept
safe and hidden from their own employees, and they use the best practices similar
to every other companies as per all terms and conditions. However, the statement
contradicts the vice-president of the company as Mr. Fahad stated his company can
read the sensitive information in case of hypothetical emergencies. There has been a
public outcry asking Pathao to come clean and many in the social media called for a
boycott. Pathao released a new update on November 8, 2018, presumably without
the code segments that copied sensitive user information to their server. However,
the previous version of the app is still copying sensitive information to server.

LEGAL ISSUES

Upon Uber launching in Dhaka on November 22, 2016, Bangladesh Road & Transport
Authority (BRTA) declared Ride Sharing Services illegal in Bangladesh due to conflicts
with Bangladesh Motor Vehicles Act. Uber along with several local Ride-sharing
services like Pathao, Amar Ride and Bahon petitioned against the rule and later
lobbied the government to formulate draft bill to make Ride-sharing services legal.
Though the government ban was still in effect, the services remained open to the
public and the general public welcomed the initiative as well. On December 3, 2017,
the BRTA formulated a guideline for Ride-sharing services and most of the Ride-
sharing services including Uber was given Operation License by February 2018.
The CNG Autorickshaw Drivers of Dhaka and Chittagong went on a strike from
December 27 to December 28, 2017, with 8-point demands that included the
imposition of ban on ride-sharing services, especially Uber and Pathao. They faced a
huge backlash from the general public as the CNG Autorickshaw Drivers are
notoriously known for taking extra fare than a meter, breaking traffic rules and
misconduct with passengers. Later, the CNG Autorickshaw Drivers declared that
they'll be joining the Ride-sharing services from February 2018 in Dhaka and
Chittagong. Though Pathao didn't confirm about integration of CNG Autorickshaw in
their services, one of the official of Uber said that they've planned to integrate CNG
Autorickshaw in future as they've done in India and Pakistan.

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 PATHAO NEPAL

On September 12, 2018, Pathao announced that they're going to launch their bike-
sharing operation in Kathmandu in a few weeks. Several recruitment advertisements
for hiring Operations Manager, Marketing Manager and Executives were also seen in
Nepalese Job-Seeking Websites from August 2018. Pathao will be directly competing
with local ride sharing platforms like Tootle, Eddy Cabs in Nepal. In May 2018 Pathao
appointed Mr. Asheem Man Singh Basnyat as the Director for Nepal Operations.

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 DOWNSIZING

On June 26, 2019, Pathao management terminated 300 employees without

notice. Employees to be terminated were separated and given a resignation letter to
be signed, their equipment confiscated and then led out by armed security
personnel. It is believed that the downsizing is due to the failure of the company to
receive financing and mismanagement of funds by the CEO and other members of
management.

GLOBAL RIDE SHARING ECONOMY PICTURE

Over the past few years, the ride-sharing industry has taken the global road
transportation market by storm and has gained popularity, primarily because of
companies devoted to making transportation more reliable, safe, and enjoyable.
Ride sharing, till date, contributes to the biggest share of sharing economy valuation
globally. The global ridesharing market is expected to witness a CAGR of 16.4%
reaching USD 148.7 billion by 2024. The ride sharing market covers online platforms
and apps that bring together passengers and drivers. Using the apps, passengers
request for rides and are matched with drivers in the vicinity. In 2018, revenue from
ride sharing accounted for USD 15.6 Billion. (Source: Globe Newswire)

GLOBAL PLAYERS’ VALUATION AND THEIR COMPARISON

In the Indian market, Ola has witnessed a rise in market share from 53% in July 2017
to 56.2% in December 2017. Meanwhile, Uber’s market share tanked by 2.4% from
42% to 39.6% during the same period. Uber, which once emerged as the biggest
player in the ride-hailing segment globally, has gradually been losing ground against
local rivals in different countries. (Source: Kalagato)

With a reported valuation of USD 50 billion, Didi Chuxing is the world’s most valuable
startup after Uber (Source: IDLC Finance). Other top players include- Ola, Go Jek and
Grab. Go-Jek, Indonesian emerging ride-sharing startup, has grown to become a USD
5 billion business backed by the likes of Google and Tencent. The company currently
operates in 50 cities in Indonesia, and launched in Vietnam in August with plans to
move to Thailand and the Philippines soon. Go Jek has already made strategic
investments in Pathao, a top Bangladeshi ride sharing company.

INVASION IN ASIAN MARKET

According to ABI Research’s latest study on mobility, out of 16 billion ride-hailing

trips that were completed last year, over 70% were completed in Asia, making Asia

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the world’s largest ride-hailing market, with North America and Latin American
coming next. In global comparison, most revenue is generated in China (US$28,176m
in 2018) (RIde Hailing, United States, 2018). In China, the dominant player now is
Didi Chuxing – a result of a merger between Tencent-backed Didi Dache and Alibaba-
backed Kuaidi Dache – having bought out American competitor Uber (Huang, 2018).

TOP PLAYERS IN ASIAN MARKET AND THEIR VALUATION

Currently, Didi Chuxing is operating in 400 cities in Asia, followed by Ola serving 102
cities. Didi runs car pools, minibuses and buses in addition to taxis and luxury cars.
Indian Ola is also weighing options for a few other international markets, including,
UK, Bangladesh and Sri Lanka. In July 2018, Didi and SoftBank ploughed USD 2 billion
into Grab. In August the Chinese upstart invested in two Uber clones, Estonia’s
Taxify, which serves Europe and Africa, and Dubai’s Careem, which operates in the
Middle East (source: IDLC Finance). As for Southeast Asia, Singapore-headquartered
O2O company, Grab has ambitiously forayed into eight countries, including emerging
markets like Cambodia and Myanmar (Source: Houng).

INVESTMENTS IN BANGLADESH RIDE-SHARING

Over the recent years, Bangladesh has been experiencing strong economic growth
(7% plus GDP growth) with an economy worth USD 250 billion. Pathao, the popular
local ride-sharing company, recently valued over USD 100 million implies that the
startup scenario of Bangladesh is moving at a faster pace than ever. Pathao
confirmed TechCrunch that its valuation is over USD 100 million (approximately BDT
820 crore). In Bangladesh. Ride-sharing has created employment opportunities for
more than 100,000 people, signifying the sector’s impact in terms of employment
generation. Although the latest announcement of 5% VAT on ride-sharing will make
the service a bit costlier, the sector is expected to maintain its exponential growth.

Go Jek first invested as part of Pathao’s Series A investment in 2017, the funding
reportedly standing at USD 2 million. Also, Pathao has announced that it has recently
raised a “pre-Series B” investment. Another ride-sharing and e-ticketing startup,
Shohoz managed to raise $15m in a pre-series B round, which was led by Singapore
based capital venture firm Golden Gate Ventures. The funding round was also
participated by Linear VC, 500 Startups and angel investor Koh Boon Hwee.

App-based ride-share services-Uber, Pathao and Shohoz- are transforming Dhaka’s

transport sector. Although Ride-sharing services have emerged mostly in
Bangladesh’s capital, but services are expanding to other major cities like Chittagong.
Bangladesh witnessed a leap in ridesharing space with the emergence of Pathao, the
most popular local ride sharing company which got off the ground in 2017. Pathao is
moving along with a similar vision of Go-Jek, which offers services like ride sharing,

18 | P a g e
food delivery, logistics and digital wallet etc., with concrete plans for moving beyond
ride sharing, logistics and food delivery.

The existing regulations in Bangladesh do not allow the usage of private vehicles for
commercial purposes. The government has, however, quickly moved to resolve this
hurdle by introducing its ride-sharing service policy. This will address some of the
ambiguities within the system. The policy environment has so far been cordial
towards the ride-share subsector -which is dynamic but also nascent, and thus needs
policy support.

WHAT NEXT?

Bangladesh’s ride sharing space is growing at a rapid pace, with head room for
exponential growth across the country. Ride sharing has given a boost in sales for
the bike industry as well and created employment opportunities for thousands of
people. A number of ride-hailing apps have incorporated CNG in their transportation
network. Also, availing this service adds up to saving without compromising with the
comfort and provide a faster commute at the same time.

If ride-sharing grows at the current pace in Bangladesh, growth in car sale in

Bangladesh may decrease over time. Also, the rising fleet of two-wheelers is a cause
for safety concern, with an alarming number of young people (and co-riders)
vulnerable to road accidents.

SWAT ANALYSIS OF PATHAO

Strength Threat
Application base operation Small market with national and international
competitor
Modern Concept
Intellectual property rights is not strong enough in
International Investor Bangladesh
Brand Value Till now law is not enough friendly for e-business

Pathao
Weakness Opportunity
Experience of Management Expand business through all over country
Lots of Operation started at same time Expand business outside of country with agent

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CONCLUSION
Maintain Brand value depends on brand’s communication. If Pathao’s
communication regarding application permission in appropriate way then they may
avoid the scandal. For such application base modern organizations, stakeholders are
the main asset by which an organization can run, survive, and be successful. For this
need, there is no alternative of business communication with strong brand value. It
will possible by maintaining brand image. Company’s brand communication should
combine with business strategies.
APPENDICES
We five person design the work plan as follow:

Abid Hossain: He provides company related data as he is working with Pathao. He is

also prepare the report.

Khandhaker Tamanna Islam: She provides latest information from web which is
related to this topic and use references.

Nahida Binti Newaz: She did typing of the report. As this is her 2nd semester and she
is a full time student.

Faysal-Al-Mamun: He prepares the presentation slides as per the report.

Muhammad Maruf Hasan: He accumulated all information of report, check the

report and also check the presentation slide.

REFERENCE
https://en.wikipedia.org/wiki/Pathao

1. Saadman Hussain (7 December 2017). "'Pathao', not just a ride service, it's a courier service as
well". The Asian Age. Dhaka. Retrieved 2017-12-07.
2. ^ "স্মার্ট পেশা হিসেসে 'োঠাও' পেসে হিস়েসেি শতাহিক তরুণ". The Daily Jugantor (in Bengali).
Retrieved 2017-12-07.
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14. ^ https://pathao.com/parcels
15. ^ https://g.co/kgs/ixByt4

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 16. ^ https://bdnews24.com/business/2018/09/07/bangladesh-bank-denies-ride-sharing-app-pathao-
permission-to-add-wallet-service
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Bengali). Retrieved 2018-11-08.
22. ^ Jump up to:a b পেভাসে গ্রািসকর পমসেজ্, ডার্া ও তথ্য চুহর করসে োঠাও, ETV News (in Bengali), 2018-
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29. ^ https://www.priyo.com/articles/20190625357058
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code?fbclid=IwAR3Ir30b7TMB9M_jAPfGBuxcTS-
FuS44YvMs8qs5XHglxE5b5lUikj6-k5k
31. Dowling, S. (2018, September 17). Go-Jek Raises Another $2B To Own
Ridesharing In Southeast Asia. Retrieved from Crunchbase News:
https://news.crunchbase.com/news/go-jek-raises-another-2b-to-own-
ridesharing-in-southeast-asia/
32. Global Ridesharing Market to witness a CAGR of 16.4% during 2018-2024.
(2018, August 30). Retrieved from GLOBE NEWSWIRE:
https://globenewswire.com/news-release/2018/08/30/1563256/0/en/Global-
Ridesharing-Market-to-witness-a-CAGR-of-16-4-during-2018-2024.html
33. Haque, A. (2018, September 24). Bangladeshi Ride-sharing Startup Shohoz
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15m/
34. Huang, E. (2018, 09 07). Asia Is The World’s Largest Ride-Hailing Market
With Over 70% Share – Grab Dominates SEA. Retrieved from Vulcan Post:
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round led by Go-Jek.Retrieved from Tech Crunch:
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over-10m-in-a-round-led-by-go-jek/
38. Russell, J. (2018). Go-Jek is close to launching a ride-hailing service in
Singapore. Retrieved from Tech Crunch:
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https://databd.co/stories/global-ride-sharing-and-opportunities-in-bangladesh-1308
by Dipa Sultana

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