Thailand Bus

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A Report
On
How to Increase
The Number of Bus Riders in the City of Bangkok

Submitted to
Robert J. Bouffier, SM
Graduate School of Business
Assumption University

Date: 14th Mar 2012
Submitted by Kenji Nishi
Student ID: 551-9007
BG 5000 (55)

Contents

Executive summary…………………………………………………………………….3. Introduction……………………………………………………………………………4. Findings..………………………………………………………………………………4. Table1: Comparison of the Fare from Big-C Ramkhamhaeng to Siam Paragon…..5. Table2: A Survey “What kind of images do you have toward a Bus of Bangkok?” 5. Graph1: Comparative graph -the number of passenger car ownership and Bus Riders…….…………………………………………………………..7. Graph2: Transition of Gasohol91 (E10) Price…..………………………………….8. Picture1~6………………………………………………………………………….9. Conclusion……………………………………………………………………..……...10. Recommendations...…………………………………………………………………...11. References ..…………………………………………………………………………...11.

Executive summary
The number of bus riders in the city of Bangkok has decreased every year. In spite of overwhelming cheap bus fare, why does it advance to customer turnover? The biggest problem is that customers have various negative images toward buses. Also, an increase in competitors and the ownership ratio of private cars spur customer turnover. On the other hand, in recent years, gasoline price has constantly soared upwards. In other words, using private cars have an impact on household economy. In this report, I recommend easy ways without a lot of money to increase the number of bus riders. In any case, BMTA should make effort to improve its negative images from customers. There are broadly two types of negative impressions. The one is negative images toward Employees such as a conductor and driver, the other is ones toward buses. Considering these, firstly BMTA must aggressively advertise their merits to be realized good points using promotions and Facebook by customers. Secondly, BMTA should implement employee-training to improve the qualities of a conductor and driver. Finally, BMTA should find a new target and make environment whoever easily rides buses. For example, it is important for BMTA to set up English signs. Otherwise, most of foreigners can’t take a bus since they aren’t able to understand Thai language. I recommend that BMTA take actions as above to increase the number of bus riders. Introduction

This report will look at:
● Fare setting: BMTA and Competing companies
● BMTA is ahead of negative impressions from the point of rider’s view in comparison with competitors ● The number of private car ownership and Economic condition ● Improving BMTA images: From imagination to experience and appreciation ● Recommendations for increasing the number of bus riders in the city of Bangkok

Findings
Bus Fare of BMTA is certainly cheap in comparison with competing companies. For instance, MRT, BTS, Metro Bus (Picture1~4), BRT (Picture5~6) and Taxi etc. Basically, Non-Air conditioned bus fare is uniform 8Baht, and Air-conditioned bus fare is from 10Baht up to 23Baht, which is depending on the distance traveled. Then, How about competitor’s fare? Table1 gives an example which is how much cost from Big-C Ramkhamhaeng to Siam Paragon.

Table1: Comparison of the Fare from Big-C Ramkhamhaeng to Siam Paragon Survey method: Researcher took the following transportations on 9th &10th Mar 2012. Researcher: Kenji Nishi
Transportation| Access| Total Fare|
BUS| 16Baht (501), 21Baht (40) *1| 16Baht – 21Baht|
BTS & BUS| 8Baht(71) or 10Baht(501) or 13Baht(40)⇒BTS 35Baht *2,3| 43Baht-48Baht| MRT&BTS&BUS| 12Baht(137) ⇒MRT 18Baht ⇒BTS 25Baht| 55Baht| Taxi| Up to traffic jam| 180Baht- 200Baht|

Boat & BTS| Boat 16Baht ⇒ BTS 15Baht| 31Baht|
*1: (501) means Bus route No. *2:⇒ means change transportations *3:senior&student are 50%off Table1 shows that a bus is apparently the best fare of the other transportations. At the same time, BMTA quiet often implement...
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