Marketing Management: Haryana Roadways Case Study

This case study discusses the marketing management process of Haryana Roadways, a government bus service provider in India. It covers the company background, SWOT analysis, target market, product strategy, pricing strategy, distribution strategy, and promotion strategy. The case study also highlights the company's mission, values, and competitive advantages.

Marketing Management
Task 2
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Executive Summary
The Haryana Roadways is considered to be the transport bus service provider within the state of
Haryana by the state government. The company is having the fleet of almost 4200 buses where
some of the buses are deluxe, and some are general. The primary targets of the firm are the
common people and the tourist that use bus transportation for their travelling within the states
and the country. It is the fact that most of the passengers get into the bus and get the fare till their
destination. The Haryana Roadways provide the most suitable service to their passengers where
they can get the best and the safest and comfortable travel within the country.
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Table of Contents
Letter of transmittal......................................................................................................................................i
Executive Summary.....................................................................................................................................1
Table of Contents........................................................................................................................................2
1. Introduction.............................................................................................................................................4
1.1 Authorisation.....................................................................................................................................4
1.2 Limitations.........................................................................................................................................4
1.3 Purpose and Scope.............................................................................................................................4
2. Company and Industry background.........................................................................................................4
2.1 Organisational Mission and Values...................................................................................................5
3. Situation Analysis....................................................................................................................................5
3.1 The Internal Environment..................................................................................................................5
3.2 The Customers Environment.............................................................................................................5
3.3 The External Environment.................................................................................................................6
4. SWOT Analysis.......................................................................................................................................6
4.1 SWOT Analysis.................................................................................................................................7
4.2 Developing competitive advantages..................................................................................................7
4.3 Developing a strategic focus..............................................................................................................8
5. Marketing Goal and Objectives...............................................................................................................8
6. Marketing Strategy..................................................................................................................................8
6.1 Target Market....................................................................................................................................9
6.1.1 Primary Target market................................................................................................................9
6.1.2 Secondary target market.............................................................................................................9
6.1.3 The Consumer buying process....................................................................................................9
6.2 Product Strategy..............................................................................................................................10
6.3 Pricing strategy................................................................................................................................10
6.4 Distribution Strategy........................................................................................................................10
6.5 Promotion Strategy..........................................................................................................................11
6.6 People, process and Physical Evidence............................................................................................11
7. Financial Analysis.................................................................................................................................12
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8. Marketing Implementation....................................................................................................................12
9. Evaluation and Control..........................................................................................................................12
9.1 Formal and Informal controls..........................................................................................................12
9.2 Marketing Audits.............................................................................................................................13
References.................................................................................................................................................14
Appendices................................................................................................................................................16
Appendix A: Internal Environment.......................................................................................................16
Appendix B: Customer Environment.....................................................................................................17
Appendix C: External Environment.......................................................................................................17
List of Figures/ Tables
Table 1: SWOT analysis of Roadside Petroleum Limited..............................................................................7
Table 2: Marketing goal, Objectives and Tactics..........................................................................................8
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1. Introduction
The Haryana Roadways is the bus service in India by the state government of Haryana. The use
of marketing management with a suitable process of various marketing strategies is developed
within this paper. The organisation provides a suitable service for the development of business
activities effectively within the market.
1.1 Authorisation
The authorisation is provided by the University of the Sunshine Coast that also under the
supervision of the coordinator Lenny Vance.
1.2 Limitations
The limitations faced during the preparation of the report are the time availability then the length
of the requirement as well as the limited access of information within the market. Other
limitations faced are the obligation for using the process of copy and paste within the paper, and
also the word count for the paper was limited to provide all the effective as well as suitable
information regarding the business.
1.3 Purpose and Scope
The purpose of this paper is to provide consent regarding the marketing management process
utilised by the business. The major purpose of the marketing plan of Haryana Roadways is to
provide a clear demonstration regarding the marketing goals as well as the objectives achieved
by the business. The paper effectively discusses the situation and the various strategic activities
that would allow the firm to enhance the business assessment within the market. The paper
discusses the financial activity and the implementation plan for the organisation.
2. Company and Industry background
The Haryana Roadways is considered to be the transport bus service provider within the state of
Haryana by the state government. The company is having the fleet of almost 4200 buses where
some of the buses are deluxe, and some are general. The buses are operated from the 24 bus
depots, and the General Manager controls each of the depots. The primary service of the firm is
provided within the states and even to some of the neighbouring states for the benefit of the
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consumers. They provide the service to the customers over the distance of 10 lakh kilometre
every day.
2.1 Organisational Mission and Values
The mission statement of the firm is to provide a suitable mobility system for the common
people of the state. The organisation every day over the huge distance to provide the best service
to the individuals for travelling within the state and even to the neighbouring state. The vision
statement of the firm is to offer the economical than the safe, comfortable along with the fast and
the advanced journey to the passengers. The organisation maintains its value in term of loyalty,
trust as well as respect for the co-workers and the passengers. They even enhance teamwork
within the business among the workforce.
3. Situation Analysis
The Haryana Roadways is the government company that has numerous aspects within the field
for developing their value and their business process (Olson et al., 2018). This part effectively
provides the view regarding the internal environment of the firm then the customer environment
as well as the external environment of the business.
3.1 The Internal Environment
The internal environment of the firm effectively shows regarding the marketing objectives then
the deployment of the resources as well as the equipment that is associated with the company
(Olson et al., 2018). Appendix A effectively shows the entire activity of the internal environment
of the firm. The objectives effectively provide an understanding of business development within
the market. The key resources are effectively required for maintaining the service and the
comfortable journey to the passengers.
3.2 The Customers Environment
The customer environment provides an effective view regarding the needs of the passengers
regarding bus transport and the travel system. Appendix B shows the various acts of the
customers’ environment that are associated with the business marketing system and the
development process. The target markets are the entire state and some part of the neighbouring
state to provide the suitable travel experience to the customers (Menon et al., 2015). The
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passengers of all ages are able to get the facility of bus service within the state for their transport
system and effective value within the market.
3.3 The External Environment
The external environment effectively shows the various external factors that have a direct or
indirect impact on the business. Appendix C shows the political, legal then the social, economic,
environmental and competitive factors that create impact over the firm. The competitive market
is huge within the local area as numerous private buses companies within the state even provide
a suitable service to the passengers (Kingsnorth, 2019). The organisation uses advanced
technology for providing some of the best services to the passengers within the market. The
organisation also focuses on customer relationship management regarding the success of the
business within the market.
4. SWOT Analysis
The SWOT analysis is the process that helps the firm to focus on its internal as well as their
external factor that provides advantages as well as the disadvantages of the target market of the
firm. This segment discusses the strength, weaknesses, opportunities, and threats of the firm and
even the competitive advantages as well as the strategic focus of the business.
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4.1 SWOT Analysis
Table 1: SWOT analysis of Roadside Petroleum Limited
Strengths Weaknesses
 Government company that provides
valuable service to the customers
 4200 busses in total with some deluxe
and luxury buses (Cacciolatti, and Lee,
2016)
 Have 24 bus depots
 Increase within the unknown cost in the
business
 The competitive market highly impacts
the profitability of the firm
Opportunities Threats
 They have added deluxe buses
according to the need of the customers
 The infrastructure of the country
effectively provides the value to the
firm (Cacciolatti, and Lee, 2016)
 They are also replacing the old busses
to provide valuable service for the
passengers within the state
 The level of competition is high
 They get competition from the private
sector highly
 The government policies also create a
huge issue for the business
4.2 Developing competitive advantages
In the recent world, the level of competition in the travel industry is gradually developing that
allow the firm to deal with the business value and provide a suitable experience to the customers.
The exceptional consumer service that also from the high skilled mechanics, as well as the
legacy for dealing with the process, are highly developed for maintaining the most value within
the market (Patrutiu-Baltes, 2016). The organisation is providing an effective service to the
customers by analysing their need regarding the transportation system within the state. The
expected weakness of the business is regarding the lack of allowed process within the market.
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4.3 Developing a strategic focus
The overarching strategy primarily focuses on the marketing plan to incorporate the strengths as
well as the opportunities for focusing on the business activities in the states. They provide
effective value distinct from the competitors to provide valuable service to the passengers
(Patrutiu-Baltes, 2016). They are in the process of providing valuable service to the passengers
that also with the limited and suitable activity for the firm. The organisation maintains its
possible solution for dealing with the firm weakness and the valuation process for analysing the
current competitors within the value and the working function within the firm for maintaining the
passengers.
5. Marketing Goal and Objectives
Table 2: Marketing goal, Objectives and Tactics
Marketing
goal
To effectively achieve the sales as well as the completion of the 600 basic
services for the passengers to make their suitable and effective value within the
market.
Objectives Tactics
To effectively target the primary market within
the country
 It is essential to contract the influencer
as well as the tourist for providing a
suitable travel experience
 Provide the half cost tour to a single
day mostly for the tourist
Build an alliance with all the tourism sectors
for dealing with the situation and maintaining
the activity within the field.
 To effectively develop the program that
helps to attract the passengers towards
the bus service
 To analyse the situation and provide
valuable activity within the market
6. Marketing Strategy
The marketing strategies, as well as the elements, are effectively analysed in these segments for
providing valuable activity within the fields that lead to the development process of the firm. The
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target market then the product strategy, pricing strategy, then the distribution strategy as well as
the promotion strategy are also discussed in this segment.
6.1 Target Market
The target market of the firm effectively helps them to provide valuable business and high sales
volume within the market. In this effectively discussed regarding the primary target as well as
the secondary target market.
6.1.1 Primary Target market
The primary targets of the firm are the common people and the tourist that use bus transportation
for their travelling within the states and the country. The behavioural segmentation provides the
view that the primary target market according to the race and the product usage of the people
(Baltes, 2015). The organisation also targets the customers of every age to provide their service
and their value within the market. The organisation also set their geographic segmentation to the
entire state of Haryana and also to some part of the other state to provide suitable service for the
passengers.
6.1.2 Secondary target market
The secondary target market of the organisation is the people who are the general passengers
who take everyday transport experience within the country. The organisation is having the most
effective value for dealing with the situation and providing valuable activity within the field
(Kanagal, 2015). It can be seen that the social riders and the common people considered the
service of the firm to be one of the most effective value within the field. It can also be seen that
the entire value of the market is to deal with the situation and provide a diverse activity within
the market.
6.1.3 The Consumer buying process
The consumer buying process in term of bus transport is quite different as compared to other
products services. It is the fact that most of the passengers get into the bus and get the fare till
their destination. In some of the cases the buses mostly the deluxe buses are being booked for
tourist travel and other occasions (Sanclemente-Téllez, 2017). This generally occurs in some
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time as most of the time the passengers get their fare according to the destination and the price
that has been set by the government depending on the distance.
6.2 Product Strategy
The organisation needs to effectively develop their product strategy for dealing with the situation
and providing valuable product and service to the customers. The Haryana Roadways provide the
most suitable service to their passengers where they can get the best and the safest and
comfortable travel within the country (Taoketao et al., 2018). It is the fact that for the
transportation system the comfort is considered to be the service that primarily attracts the
customers. In the deluxe buses, the organisation has provided air conditioning then television for
their passengers to feel the vibe and get the high-class services from the firm. The entire activity
of the firm is to develop their service for their passengers to enhance the revenue as well as the
bus service within the market.
6.3 Pricing strategy
The pricing strategy for the business is to get the most effective price factor for providing the
customers. The government primarily set the price factor to the minimum so that the customers
are able to get the bus service and also enjoy the valuable price within the market (Cruz, and
Katz-Gerro, 2016). In general cases, it can be seen that the price is decided according to the
distance travelled, but due to the government sector bus, they have to maintain the price level
lower as compared to the private sector bus. The organisation has almost 10 percent lower price
as compared to the other private bus sector to provide their service within the market and also to
provide a high satisfaction level to the customers. It helps them to maintain the fare and the
suitable process within the market.
6.4 Distribution Strategy
The organisation maintains the valuable distribution strategy so that each of the citizens within
the state is able to get the service of Haryana Roadways. It is the fact that the organisation has 24
depots with almost 4200 busses for the citizen of Haryana. They provide numerous buses to the
various sectors and also at the interval of 10-15 minutes so that the passengers did not have to
wait for long hours for that bus to arrive (Lun et al., 2016). In the case of the deluxe bus, the
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organisation provides service to the common people also with the distribution activity that
maintains the business process within the market. The distribution strategy developed by the
organisation is for the suitable service facilities that are provided to the citizen of Haryana.
6.5 Promotion Strategy
The organisation uses the promotional strategy regarding their new buses and the other factors
with the help of online media then the newspaper and the pamphlets. These are some of the
suitable promotional tactics that support the business for spreading their news and their offers to
the customers. The organisation maintains its value and their process for dealing with the
situation and for developing the value of the firm (Bustinza et al., 2015). The promotional
strategy allows the business to enhance their market value and service level effectively within the
market. It is highly essential for the organisation to analyse the situation and utilise the value
according to their need of the passengers. The organisation even uses the banners and other
sources of medium to spread brand awareness and information regarding business development
within the market.
6.6 People, process and Physical Evidence
People: The organisation has numerous staff members which include bus drivers than the
general managers and other staff. It is the fact that all the staff members of the firm are highly
effective for delivering the most valuable service to the customers within the market (Gössling,
Scott, and Hall, 2015). The operational activity within the field helps the business to understand
the need for suitable staff members within the market for the betterment of the firm.
Process: The organisation provides a simple process for their service where the passengers can
get on the bus and took the fare until their destination (Gössling, Scott, and Hall, 2015). In the
case of the deluxe bus the advanced payment is gathered from the customers as it travels for the
longer distance that provides a high level of customers’ satisfaction.
Physical evidence: The organisation maintains the service and the process to analyse the
situation and the delivering activity within the market. The organisation is also having the dress
code for the staff members and mostly for the bus drivers and the process within the field. The
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staff members also have the batches that help the passengers and the common people to address
than for help regarding the service that has been provided by the Haryana Roadways.
7. Financial Analysis
The organisation is having a budget plan for its service sector and also for the deluxe buses that
have been provided within the state. The amount associated with the marketing plan of the firm
is considered to be approximately 5500 dollars. The organisation has set its price as the bus fare
to be minimal in term of the marketing process which acquires almost 2000 dollar (Delmas, and
Pekovic, 2015). It is the primary activity of the firm that they maintain their financial process
according to the allocation of developed value and the business process within the market.
8. Marketing Implementation
The marketing strategy is effectively implemented within the organisation by the help of the staff
members and the managers to value their market. The organisation with the help of their
resources and their planning process have eventually developed the execution and the customer
service value within the market (Blakeman, 2018). The managers effectively monitor the
situation and the condition of the passengers and even gather their feedback for enhancing and
the service provided by the business. In most of the situation, the implementation of the
marketing plan allows the business to grow their brand awareness and their brand value for
delivering better service within the market.
9. Evaluation and Control
The fundamental in term of the successful accomplishment of the marketing strategy of Haryana
Roadways is by the help of the monitoring as well as the evaluation process (Malysheva et al.,
2016). For this process, the internal record will be effectively utilised that would help the
business to understand their service record within the state and also the increase in brand
awareness within the market.
9.1 Formal and Informal controls
The formal, as well as the informal control, are also utilised effectively within the evaluation and
the control process. It is the fact that this is effectively utilised for dealing with the situation and
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tracking the performance of the marketing plan in the market for providing an expected outcome
for the organisation.
9.2 Marketing Audits
The organisation will effectively require the marketing audit as this will help them to analyse the
situation and the customer’s feedback within the market. The primary activity of the firm is to
provide the most suitable service to the market.
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References
Baltes, L.P., 2015. A content marketing-the fundamental tool of digital marketing.Bulletin of the
Transilvania University of Brasov.Economic Sciences. Series V, 8(2), p.111.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman& Littlefield.
Bustinza, O.F., Bigdeli, A.Z., Baines, T. and Elliot, C., 2015.Servitization and competitive
advantage: the importance of organizational structure and value chain position. Research-
Technology Management, 58(5), pp.53-60.
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy, and
organisational power.Journal of Business Research, 69(12), pp.5597-5610.
Cruz, I.S. and Katz-Gerro, T., 2016.Urban public transport companies and strategies to promote
sustainable consumption practices. Journal of Cleaner Production, 123, pp.28-33.
Delmas, M.A., and Pekovic, S., 2015. Resource efficiency strategies and market conditions.Long
Range Planning, 48(2), pp.80-94.
Gössling, S., Scott, D. and Hall, C.M., 2015. Inter-market variability in CO2 emission-intensities
in tourism: Implications for destination marketing and carbon management. Tourism
Management, 46, pp.203-212.
Kanagal, N.B., 2015. Innovation and product innovation in the marketing strategy.Journal of
Management and marketing research, 18, pp.1-25.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lun, Y.V., Shang, K.C., Lai, K.H., and Cheng, T.C.E., 2016. Examining the influence of
organizational capability in innovative business operations and the mediation of profitability on
customer satisfaction: An application in intermodal transport operators in Taiwan.International
Journal of Production Economics, 171, pp.179-188.
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Malysheva, T.V., Shinkevich, A.I., Kharisova, G.M., Nuretdinova, Y.V., Khasyanov, O.R.,
Nuretdinov, I.G., Zaitseva, N.A. and Kudryavtseva, S.S., 2016. The sustainable development of
competitive enterprises through the implementation of innovative development
strategy. International Journal of Economics and Financial Issues, 6(1), pp.185-191.
Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing
Strategy-Making: Antecedents and Consequences. In Proceedings of the 1997 Academy of
Marketing Science (AMS) Annual Conference (pp. 224-224). Springer, Cham.
Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human
resource management policies within the marketing organization: The impact on business and
marketing strategy implementation. Industrial Marketing Management, 69, pp.62-73.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov.Economic Sciences. Series V, 9(2),
p.61.
Sanclemente-Téllez, J.C., 2017.Marketing and Corporate Social Responsibility (CSR).Moving
between broadening the concept of marketing and social factors as a marketing strategy. Spanish
Journal of Marketing-ESIC, 21, pp.4-25.
Taoketao, E., Feng, T., Song, Y. and Nie, Y., 2018. Does sustainability marketing strategy
achieve payback profits? A signaling theory perspective. Corporate Social Responsibility and
Environmental Management, 25(6), pp.1039-1049.
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Appendices
Appendix A: Internal Environment
Internal elements Description Application to the firm
Marketing goal and objectives  To effectively achieve
the sales as well as the
completion of the 600
basic services for the
passengers to make
their suitable and
effective value within
the market.
 To effectively target
the primary market
within the country
 Build an alliance with
all the tourism sectors
for dealing with the
situation and
maintaining the
activity within the
field.
 Brand awareness
 Customer attraction
 Loyalty service
provider
 Special offers to the
passengers
Strengths  Government company
that provides valuable
service to the
customers
 4200 busses in total
with some deluxe and
luxury buses
 Have 24 bus depots
 Provide effective
service to the
customers
 Enhance the revenue
and sales
Weaknesses  Increase within the
unknown cost in the
business
 The profitability of the
firm is highly impacted
by the competitive
market
 To deal with the
situation
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Appendix B: Customer Environment
Customer elements Description
Primary target Common people and the tourist that use bus transportation for their
travelling within the states and the country. The organisation also
set their geographic segmentation to the entire state of Haryana
and also to some part of the other state to provide suitable service
for the passengers.
Secondary target The secondary target market of the organisation is the people who
are the general passengers who take everyday transport experience
within the country. The organisation is having the most effective
value for dealing with the situation and providing valuable activity
within the field.
Appendix C: External Environment
Element Description
Political The country has a stable political factor, and the organisation is the
part of the government which helps them to maintain their business
activity within the market.
Economic The economic condition of the country is suitable for the
government to provide the valuable bus service for the common
people of the state.
Social People in the country mostly use public transport for their daily
transport system.
Legal The organisation follows all the legal rules and regulation to
maintain business activity.
Environment The organisation maintains its buses and provides timely servicing
to avoid the environmental issue.
Competitive The level of competition is huge as there are numerous private bus
sector that also provides valuable service to the customers
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