Research Proposal 1

Research Proposal

Central Midlands RTA (CMRTA)

Cynthia Powell

STR/581 Strategic Planning & Implementation

March 11, 2011

Andrew Carpenter
 Research Proposal 2

Environmental Scan

A business must understand its internal and external environments for success.

This understanding becomes more critical as a firm attempts to expand and grow its

market. Strategic planning is crucial at this stage and there are tools available to help any

business perform the analysis needed to succeed. Central Midlands RTA (CMRTA) is a

public supplier of transportation and services disabled patrons. The company has had

success in offering outstanding service and stayed focused on growth to the region. The

board of directors and its supporting governments needs to understand the company fully

and have accurate knowledge regarding the company’s internal and external

environment.

There are areas of opportunities for growth in the area to supply services desired.

The company has identified the areas for potential growth in its current location and in

areas surrounding for a regional design. A comprehensive study has been completed to

help in identifying specific areas that should be of interest. The study showed ways to

improve current operations, add park and ride locations, increase frequency and enter

new areas with service to fixed and dart services. A dedicated source of income seems to

be the hold up for the CMRTA. Current funding is supplied through local county

governments joined by a referendum that has time limitation to run out June 30, 2011.

The company tried for a ballet question in the last election and lost by 2,200 votes. So the

local governments are preparing to fund the transportation until the next cycle of

elections in 2012.
 Research Proposal 3

To understand the company, you can use evaluation methods. Each tool used can

be used in completing strategy steps for future growth. Establishing internal and external

markers, validating the mission, vision and commitment statements, will complete the

critical examination.

Internal Analysis

Performing a SWOT analysis will identify the strengths, weaknesses and

opportunities that the CMRTA has. CMRTA repeatedly meets its customers’ needs by

knowing those needs and meeting them with high quality products, a high level of

knowledge about those products, and attention to customer service. The board of

directors and management know the market of their company services and organization.

A board of sixteen members currently forms a mixture of elected officials from the Local

County and city. These are the individuals that formulate the strategy for target market,

employee directions and continue to stay up to date in changes. The director keeps up to

date with daily activities, federal and state regulations and audits by required regulators.

External Analysis

Using external analysis a business focuses on the industry and operating

environments. The market of public transportation is not high income or profit making at

all. It is a service and product offering for its target market. Evaluating these components,

comparing to regional and national product, and regulatory requirements is key to

establishing a strategy from the results. A comprehensive study has already been

completed for guidance; however establishing further market research could be vital.
 Research Proposal 4

Conclusion

Central Midlands RTA has several directions the company can choose for long

success. A comprehensive study has identified internal and external areas of

improvement to new offerings of service. For desired opportunity of success and

expansion, growth, success and regional opportunities need to be reached. This paper has

outlined prematurely what analysis should be completed to achieve focus for the transit

supplier.

Reference:

Central Midlands RTA.(2011). Compenhsive Study. Reviewed from the public records

database on March 11,2011.

Central Midlands RTA (2011). Policies and procedure manual. Reviewed from the public

records database on March 11,2011.