Report on X Transport Ltd.

Course ID: MKT 627

Submitted by:
Name of Group Members ID
Sajid Islam 1835294660
Ahnaf Mosaddek Samin 1825384060
Fahmida Farha Priti 1825205660
Md. Ata-E-Rabbi 1835189660
Abdullah Khan 1815200660
Tashfin Tazwar 1825335660

Submitted To:
Dr. Muhammad Sabbir Rahman
Associate Professor

Date: 15/07/2019
Introduction:
X Group is working for the development in the field of both urban and rural areas. It has the
reputation in the quality apartment and commercial building construction in the Dhaka City
as well as the agricultural, building product, power, garments, printing, newspaper,
educational and health development in the northern region of Bangladesh.
X Transport also known as X Paribahan / poribohon sister concern of X Group operates bus
towards Chittagong, Coxs-Bazar Sylhet (including AC bus) and its route Mohakhali-Uttara-
Sylhet. So one can hop on from Mohahali or Uttara in Dhaka AC buese are available in every
four hours like.AC buses have leg space like business class in renowned airlines. It started
local bus in 2005 in Dhaka city then later started district service. X has countrywide ticket
counter for booking. It has 37-ticket counter in the listed areas. X employs around 1250 for
transportation sector only. It has buses of above 300 operating in every district including AC
and Non-Ac.
X Paribahan has the following regular routes from Dhaka: (Only Non-AC bus service is
available)

 Mymensingh
 Netrokona
 Jamalpur
 Sherpur
 Tangail

Market Analysis:
It is known company in Bangladesh and has approximately 13% of market share in
Bangladesh. They have two different customer segment one is Premium customers who
travels mainly using AC buses and they also have economy busses for people who likes to
travel using Non-Ac Busses. In south East(Chittagong) of Bangladesh their market share is
quite lower than the ones in North East(Sylhet). This is mainly because of recent accidents
and poor quality of service led to fall in demand on the South East side of Bangladesh. In this
region it lies in category C but in North East side of Bangladesh they offer very frequent bus
services ranging from 15 minutes to send one after one bus.

According to the survey, we have pointed out some GAPs regarding Ena’s services.
The Gaps Model of service quality of ENA Transportation.
Listening Gap: For instance, ENA has counter cleanliness problem. They combine all the passengers
of which are from A/C bus and Non-A/c bus. Their many counters do not contain any seating
arrangement as well as there are no washrooms for passengers to use. ENA’s managers should be
aware of this problem however, they are bad at listening to customers. This shows there is a listening
gap that exists.
Design Gap: Most importantly, passengers should feel safe while travelling but due to lack of
management resources; their drivers are speeding in highways and resulting in more accidents than
any other Bus. Above that, it is understandable to cancel the schedule of a particular bus but they
inform the passengers before an hour or two due to poor bus condition.
The Service performance Gap: Passengers may lose their belonging in the bus but they care less to
help due to lack of individual employee’s training level. In addition, passengers may be late while
reaching the location of departure; however, they do not make call to passengers to check whether
they are nearby or not. Moreover, passengers of Sylhet knows that they used the route of Gazipur but
they often use Purbachal route which makes it difficult for passengers even if they want to get down
in Tongi, Airport, Uttara as they have customers from those areas.
Communication Gap: In their website or posters, they show clean and well-maintained buses but
rather it is quite the opposite. They promise to leave on time but often they are late more than 30
minutes and sometimes they leave sooner than expected from the pickup point.

Internal Marketing:
Listening Gap of ENA can be lessen through providing quality and taking proper action as needed.
Such as ensure counter cleanliness through staffs and taking measure to build washroom on their
every counters.
Designs Gap can be overcome through empower and train employees and motivating employees. Like
as discussed if they are motivated enough and are held responsible then it will lower the chances of
accident and the customers will be well informed if their bus schedule is cancelled.
The service performance gap can be closed by using reward and recognise employee achievement and
as well as the culture. If they are given proper bonuses and recognised for their performance they will
be able to help their customers and if the culture of ENA is better than it will motivate their
employees to behave well and maintain professionalism.
Communication gap can be smaller simply by using communication. As seen they promise to give
something making their customer’s expectation more but in reality they are offering much poor
service. This can be overcome by maintaining good communication in every possible way to send the
information to customers.

Market Share

13%
20%

17% 30%

20%

X A B C Others
About Ena’s Service:
 Their primary components of the business are service and secondary component is
their product which is buses and counters. According to dual customer expectation
level, economy class people are getting adequate service from Ena. On the other
hand, Premium customers should get desired service from them but they rather chose
not to serve their premium customer as desired. This is mainly because of poor
employee training and adequate behaviour and the most importantly poor
employment of skilled drivers and poor service process.

Questionnaire:
Gender

 Male
 Female

Age

 18-24
 25-30
 30 and above

Which bus transport company do you prefer the most for travelling?

 Green Line
 Ena
 London Express
 Hanif

How many times do you travel in a year?

 Above 10
 Above 20
 Above 30
 Above 50

Which parts of Bangladesh do you travel the most?

 Eastern (e.g. Sylhet)

 South-eastern (e.g. Noakhali, Chittagong)
 Central (e.g. Dhaka, Mymenshingh)
 Northern (e.g. Rangpur)

How do you think is the employee behaviour of Ena?

 Excellent
 Good
 Average
 Poor
What is the physical evidence (counter, environment) of Ena?

 Excellent
 Good
 Satisfactory
 Poor

How is the service process of Ena bus service?

 Excellent
 Good
 Average
 Poor

How does the price of tickets of Ena differ from that of other companies?

 Excessively higher
 Quite higher
 Same
 Lower

Rate the overall service of Ena (where 1=Excellent, 2=Good, 3=Average, 4=Poor)

 1
 2
 3
 4

Which Bus tickets are easily available?

 Green Line
 Ena
 London express
 Hanif

According to service, which is the best?

 Ena
 Greenline
 London express
 Hanif