V


More than Express

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|

 




    
J



V
ean Traffic´ is preparing to
aunch this new

system as a private transportation for tourists: Esca
ator
Express. It has been a massive fai
ure of the existing
pub
ic transport system in contro

ing the traffic f
ow, hence
the tourists needed an a
ternate and an innovative service
to overcome the prob
em.
In fact, Tourism has invo
ved 6.7% of GDP (gross
domestic product) and depends on a good circu
ation. Our
target market wi

be tourists of Bangkok, who wish to move
happi
y between high
ighted spots regard
ess to traffic.
There are 8.5 mi

ions of tourists in Bangkok each
year out of 20 mi

ions tourists in Thai
and. We are p
anning
to target initia

y with 2 mi

ions of them for the 1st year to
use our service.
r


  Tourism has been Thai
and's
argest source

of foreign currency since 1982.
‡ In 2007: ontributing an estimated 6.7% to Thai
and's GDP
(estimated 547,782 mi

ion Thai baht, around 11 bi

ion Euro)
‡ In 2009: 20 mi

ion internationa
guests visiting Thai
and and 4
mi

ion domestic guests
1. Revenue
oss
‡ As because of heavy traffic in the city the tourist entry has
been nomina

y reduced by 20% compared to
ast year, and
due to this a
oss of 10% revenue happened.
2. Time de
ay
‡ The major prob
em for trave

ing in Bangkok is the congestion
of traffic which cause the time de
ay of the pub
ic transportation
to reach their destination.
 

ÿEsca
ator Express he
ps in moving trave
er

to the tourism spots of Bangkok
ike:
Temp
es, Night
Life, Entertainment, Shopping, etc

|

 ||

|
 |
 

|
Temp
e Museum Zoo 

|
Hote
Shopping Re
ax |
ood Night-
ife Theatre




The system wi

be most
y attracted to both Domestic

and Internationa
tourists who are ready to pay more for
their convenient trave

ing inside Bangkok.
ÿ Demographic
Age : A

tourists
Gender : N/A
Race : N/A
Re
igion : N/A
Location : Bangkok, Thai
and




ÿ u
tura
Psychographic
Se
f-respected.
Know
edgeab
e.
ÿ Socia
Psychographic
Midd
e, Upper Midd
e and Rich.
High Purchasing Power.
ÿ Persona
Psychographic
Impatient/ Hot temper.
Uniqueness.
 3   

ÿ In 2009, 46.95% of internationa
tourists

were East Asian, with Japan providing the
most visitors, more than 2 mi

ion.
ÿ Europeans provided about 26.56% of the
tota
. Œ


 
Π
Œ


 

 
Œ
 Œ
 




Œ

 


 

 



 
! "


rom: Tourism Authority of Thai
and (TAT)

3


 

ÿ Internationa
visitors spent more than 547

bi

ion baht (16 bi

ion U.S. Do

ars) in
2008.
ÿ On an average the trave
ers spend a
minimum 1,000 USD.
ÿ The average stay of an individua
tourists
in Bangkok is 9 days in a year.
3
3

ÿ Product
Express way of trave

ing to the high
ighted spots in Bangkok
without stuck in traffic.
ÿ P
acement
On the se
ected important tourist p
aces in Bangkok where
they have more congestion.
ÿ Promotion
Advertising through Internet, ommercia
s, Brouchers.
ÿ Price
1 Day package ± 7$
3 Days package ± 15$
7 Days package ± 30$
3



ÿ Product - Primary Strategy

X Our service introduced wi

be unique in Bangkok.
X We make tourists enjoy the beauty of Bangkok without
frustrated traffics.

ÿ Promotion - Secondary Strategy

X Advertising through Internet, ommercia
s, Brouchers.
X A

iances with Hote
and Tourist agencies.
X A

iances with major Air
ines.
   


‡Marketing Experience

i ‡Advertising Background

  
‡IT
‡Language
‡Thai citizen


 
‡Lega
Advisor

O ‡Logistics Experience
i

i i
 
 



‡Unique system ‡Lack of know
edge

‡Government subsidies ‡inancia
backup
‡Marketing experience



  


‡Strategic ‡E
ectricity
oss

a

iances, partnerships
‡Po
itica
issue
‡Innovative approach
‡Less competition
i
  

i
  i 

‡Lack of know
edge ‡Marketing experience

‡inancia
backup ‡Government subsidies




 

‡E
ectricity
oss ‡Innovative

‡Po
itica

º r 

ÿ Partnership / A

iance
X Have a

iance with Tourism Authority of
Thai
and (TAT)
X Enter partnership with Hote
s, Pvt.
Tourist agent, Air
ines
º r 

ÿ Geographica
/ onsideration
ÿ The service wi

be activated on
y at the
major tourist spots of Bangkok initia

y.
ÿ Production Schedu
e
ÿ It wi

be operated within 2 years.
V 

Esca
ator Express is the one kind of

service which is focused main
y on tourists
compare to any part of the wor
d. This service
wi

attract the tourists in
arger vo
ume and
wi

be recognized as an easy, safe, and fast
transportation to the desired destination.
The project can be accomp
ished with
our experienced experts and thorough market
research.