A brief abstract report on how the OLA cabs managed to be the leading business model in Radio Taxi industry in India.
OLA, UBER & MERU Service Marketing Case StudyFull description
OLA, UBER & MERU Service Marketing Case Study
CabsDescripción completa
Survival of indigenous medicinal knowledge is threatened due to environmental degradation. The later is partly caused by loss of natural vegetation, land transformation and diminishing use of socio cultural conservation measures. The study was conduc
Meru Cabs A Spectacular growth story
Radio Taxi Industry in India With a market size of INR1 144 billio! i! "#11$1"% the &'e$year$ol( &'e$year$ol( I!(ia! ra(io cab i!(ustry was e)pecte( to grow by *#+ per ce!t i! the !e)t &'e years ,he i!(ustry was (omi!ate( by four compa!ies $ Meru Cabs% -asy Cabs% Mega Cabs a!( ,A.cab ,he still /e(gli!g i!(ustry o0ere( !o ob'ious or accepte( busi!ess mo(el that coul( be emulate( .y re&!i!g their mo(els through trial a!( erro e rror% r% ra(io cab compa!ies i! I!(ia stumble( upo! two types of /eet$base( busi!ess
mo(els compa!y ow!e( a!( fra!chise base( ,o meet the e)isti!g (ema!(% the ma2or ra(io cab compa!ies ha( to scale up their operatio!s ,his re3uire( greater i!'estme!t% which the compa!ies ma!age( by i!fusi!g e3uity capital i!to their busi!esses ,hus% e'e! after &'e years i! the busi!ess% ma2or ra(io cab compa!ies ha( !ot yet become pro&table
Meru Cabs po! (oi!g a SW5, A!alysis% followi!g i!fere!ces were (raw!6 Strengths: 7irst mo'er a('a!tage as a ra(io ta)i operator ,rai!e( (ri'ers with goo( co!(itio! of cars with safety of prime importa!ce% who are taught at the Meru trai!i!g aca(emy Meru Cabs was o!e of the &rst compa!ies to lau!ch metere( 8Ra(io cabs A'ailable "4)9 with e$bill ser'ices for the customers Ser'es o'er " millio! customers a!( has bee! recog!ize( with se'eral awar(s • •
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Weakness6 As per their busi!ess mo(el% it ow!s ta)is a!( he!ce &)e( i!'estme!t is high Su((e! surge i! competitio! mea!s limite( margi!s a!( lower market share •
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Opportunities: !orga!ize( market i! I!(ia is huge :;+#<= a!( he!ce pote!tial is high I!creasi!g i!ter!et pe!etratio! > smart pho!e users Risi!g (isposable i!come Shifti!g of co!sumers towar(s co!'e!ie!ce creates huge (ema!( •
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Threats: Risi!g competitio! ber > 5la cabs ha'e (eep pocket a!( he!ce ca! bur! cash hea'ily ?rese!ce of ma!y !atio!al players Abse!ce of clear go'er!me!t regulatio!s i! (e'elopi!g cou!tries 7uture is u!clear (ue to lack of regulatio!s a!( Customer loyalty is less i! this i!(ustry • • • • •
Meru’s Operational Sub Processes
Custoer !c"uisition Customers coul( make cab booki!gs 'ia the call ce!ter% where calls came through the I!teracti'e @oice Respo!se :I@R= system% or Merus real$time website% which accou!te( for "# per ce!t of cab booki!gs I@R was a system through which customers coul( choose from se'eral a'ailable optio!s% such as B.ook a cab% or B7i!( out the status of a cab ,he script was (esig!e( to (i0ere!tiate betwee! e)isti!g a!( !ew customers Whe! a customer ma(e a repeat call% Merus built$i! CRM i! its I@R system helpe( them i(e!tify the customers !ame a!( booki!g history ,his was helpful i! e)pe(iti!g the booki!g process for retur!i!g customers #ooking Manageent Si!ce the I@R system was (irectly i!tegrate( with the cab (ispatch system% Meru use( its pate!te( algorithm to match a (ri'er to a booki!g re3uest I! or(er to reser'e the cab% the age!t presse( the BDispatch butto! ,he E?S i! each cab allowe( Meru to pi!poi!t those (ri'ers closest to the customer .ase( o! this i!formatio!% the system picke( &'e (ri'ers to whom the customer re3uest was broa(cast o! the MD, i! the cab ,he particular 2ob% with the pick$up a((ress a!( time% was se!t to a set of &'e (ri'ers closest to the customer Cab $eli%ery 5! arri'i!g at the customers locatio!% the (ri'er i!timate( the call ce!ter about the cabs arri'al by pressi!g the BReache( butto! o! the MD, Subse3ue!tly% a! SMS was automatically se!t to the customer from the call ce!ter to i!form him of the cabs arri'al Ser%ice $eli%ery ,he cabs meter was switche( o! o!ly whe! the customer boar(e( the cab ,he customer was !ot e)pecte( to pay a!y waiti!g charges ,he trip was mo!itore( electro!ically Fowe'er% (ri'ers coul( switch o0 their (e'ices if they (i( !ot wish to be (isturbe( while (ri'i!g At the e!( of the trip% the customer was gi'e! a pri!te( receipt a!( ha( the optio! of payi!g by cash or car( 5!ce the receipt was pri!te(% Meru k!ew that the trip was successfully complete( a!( that the (ri'er was a'ailable for a !ew 2ob
Meru’s &ail point Measures Meru (i( !ot ha'e a system to track whether a (ri'er refuse( to (o a 2ob% e)cept whe! they saw a re( /ag i! their system ,he !e)t 2ob was assig!e( to a (ri'er o!ly whe! he e)ite( the system a!( presse( a butto! to i!(icate that the pre'ious 2ob ha( bee! complete( ,hey i(e!ti&e( issues of both o!$time cab (eli'ery a!( o!$time arri'al of the customer to the cab after the 2ob ha( bee! awar(e( to the (ri'er ,hey ca!t keep the cab waiti!g e!(lessly as the asset was !ot bei!g utilize( So there was a sub$process wherei! they make a! out call to the customer to check whether he i!te!(s to take the cab or whether we
shoul( se!( him a seco!( cab later ,hese were probably the two areas that were pai! poi!ts Fowe'er% there was !o o'er!ight solutio! ,hey ha'e got to keep (oi!g i!te!si'e trai!i!g with the (ri'er a!( keep pushi!g them to raise the e!'elopeG while i!ter!ally they ha'e to put i! more checks i!to the system to gai! better co!trol o'er this problem $ what they refer to as ca!cellatio!s A!other area i! which Meru aime( to impro'e its ser'ice was re(uci!g the customer re2ectio! rate% which was largely a result of soari!g (ema!( a!( limite( /eet size
