Ppt on Pak Railways Marketing Services

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A study of Pakistan Railways- In context of Marketing of Services

Acknowledgements
We would like to thank Miss Maryyam Khan for her continuous support. It is because of her guidance that we are able to come up with this report.

Table of Contents

Introduction……………………………………………………………………………………………………………4 Background…………………………………………………………………………………………………………….4 Current situation…………………………………………………………………………………………………….4 Organizational structure………………………………………………………………………………………..5 Problems faced by Pakistan Railways…………………………………………………………………….6 Consumer Purchase Decision Process……………………………………………………………………8 Blueprinting a full Railway Experience………………………………………………………………….9 Marketing Plan……………………………………………………………………………………………………..10 Redesigning Pakistan Railways……………………………………………………………………………..16 Railway Service Quality after Redesigning…………………………………………………………….26 Conclusion…………………………………………………………………………………………………………….28 References…………………………………………………………………………………………………………….29

Introduction
This report will focus on the poor railway system of Pakistan which has failed to deliver its service. It will provide the ways that will revamp the image and goodwill of Pakistan Railways. Background

Pakistan Railways (PR) is the state owned railway company of Pakistan. It is a large organization under the administration of Ministry of Railways. Pakistan Railways provides an important mode of transportation in the farthest corners of the country and brings them closer for business, sightseeing, pilgrimage and education. Pakistan railway was founded in 1947 after the independence. At the time of independence railway has 8,122 km of tracks. Pakistan had very good railway infrastructure at that time that was built by Britain. Pakistan railway was running very successfully and saving lots of money for the economy. Railway had added some new tracks and also started electric powered railway tracks for some areas. Pakistan railway was degrading from last decade and due to the poor attention of government railway has stopped completely and now few trains can be seen on tracks. Still railway has more than 80,000 employees. Despite of many bailout packages; railway was not able to come out of this disastrous situation. No one in Pakistan is serious to restore this national asset as it can work as a life line for Pakistan’s economy.

Current Situation:
Pakistan Railway comprises of 8,163 route km, 1,212 stations and 42 train halts. It has a fleet of 546 diesel electric locomotives, 25,815 wagons and 2,099 passenger coaches. At present, Pakistan Railways has reached to a dilapidated condition. The famous trains serving for years are no more there to take passengers to their destinations.This has also affected the living of railway employees and people associated eg, shopkeepers and vendors selling at the railway stations or in trains. Different accessories such as lights and fans are removed from inside the bogies and if there are any, they are not in working condition. Coaching stock parked at the major railway stations are without break and many other important components and parts. Delayed timings departure and arrival also continue to irk passengers. Poor condition of railway is not only troublesome for the passengers and goods but a grave issue for the country’s defense also in case of emergency how the troops and tanks will move with no efficient rail system Pakistan Railways is one of the largest institutions of the country as it is an essential source for the transportation of passengers and industrial goods across the country. Approximately 65 million passengers annually travel through Pakistan Railways while important items like petroleum products, wheat, coal, fertilizers, cement, sugar and thousands of other products are distributed through the institution. Despite being one of the most important institutions, Pakistan Railways is facing the worst loss in history and has suffered losses more than Rs52 billion in the last three years....
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