Gokuldhaam Society: a case on

transportation planning
Peeyush Pandey and Tuhin Sengupta

Gokuldhaam Society was one of the densely populated societies in Indore. It was located Peeyush Pandey is
15 km from the main city on Pithampur expressway. This society had around 1,500 hundred Assistant Professor at the
residents and was spread across 120 acres. The society was equipped with world class Department of Operations
facilities such as gymnasium, hospital, swimming pool, temple, cafeteria, sport complex Management, Indian
Institute of Management
and contemporary infrastructure, which catered to the residents. It had more than 30
Rohtak, Rohtak, India.
residential buildings which were two to five floors high and forthcoming construction
Tuhin Sengupta is
promised to accommodate 500 more residents. Residents who lived in this society mostly
Doctoral Student at the
belonged to middle class families who came from different parts of the country and worked Department of Operations
in the nearby industrial area. As the society was located a large distance from the main city, Management and
the residents were deprived of basic amenities like school, colleges, hospital and markets Quantitative Techniques,
for their daily needs. As a result, the society decided to start its own transport facility by Indian Institute of
pooling money from the residents. However, due to certain operational inefficiencies, the Management Indore,
society was incurring high costs for its transport activities. Therefore, the society had to Indore, India.
decide the optimal way of designing its transportation setup.

Transport department at Gokuldhaam Society

The Transport Department was one of the key departments at Gokuldhaam Society,
catering to the needs of residents travelling to and from the city. It was established in May
2014, keeping in view the requirements of various stakeholders of the society. The
Department incurred the second largest operational cost after the estate and maintenance
department. In May 2015, total expenses on transportation services was approximately INR
10m, including maintenance, fuel, salaries and insurance. The Department had a good mix
of vehicles for different purposes, from 2-seaters to 50-seaters. It employed 48 persons in
different roles and responsibility. Information relating to the type of vehicles, carrying
capacity, mileage, etc., can be seen in Exhibit 1. Information obtained from the Transport
Department showed that the use of staff buses was mainly in the morning and evening
hours for staff members to ply to and from the city. Staff buses were hired from a third-party
transportation company, so they were available only in the morning and evening hours. The
Maruti Van and loading vehicles were engaged for various other purposes such as carrying
loads and transferring essential supplies to the society. The cars and force traveler were
available for shuttle purposes, but the society did not use them.
Pulkit Mathur, the chairman of Gokuldhaam Society studied the one-year data and realized that Disclaimer. This case is written
the expenses on shuttle bus services constituted a major portion of the total transportation cost. solely for educational
purposes and is not intended
He noted that on several occasions, the shuttle buses did not run on full capacity resulting in to represent successful or
high operational costs. Looking for advice in this regard, he dropped an email to Prof. Vikrant unsuccessful managerial
decision-making. The authors
Sachan [Head of Department (HOD) – Operations Management], Indira Institute of may have disguised names;
Management, Indore (IIM Indore) hoping to find a way to curtail some of the operational costs. financial and other
recognizable information to
The email read (Box 1): protect confidentiality.

DOI 10.1108/EEMCS-06-2017-0162 VOL. 8 NO. 1 2018, pp. 1-20, © Emerald Publishing Limited, ISSN 2045-0621 EMERALD EMERGING MARKETS CASE STUDIES PAGE 1
 Box 1

Seeking advice for reducing high operational expenses

Pulkit mathur ⬍pulkitm@gks.in⬎ June 15, 2015
To vikrant
Dear Professor,
It is one year since we started shuttle bus services for the community members to travel
to and from the city. The buses are following a designated schedule. However, I observed
that the buses are not plying in full capacity because of which there is a scope of reducing
vehicular operational cost. I wrote this mail to seek your advice in this matter. I believe your
expertise will provide us with better cost-effective strategy.
For your reference, I have attached the following documents in this mail.

1. Shuttle bus schedule (See Exhibit 2).

2. Passenger data from December, 2014 to June, 2015 (See Exhibits 3 to 9).
Regards
Pulkit Mathur
Chairman – Gokuldhaam Society
Indore

About Indira Institute of Management

Indira Institute of Management was a premier management institute located in Indore.
The primary mission of Indira Institute of Management was to develop policy managers
with a sense of excellence and commitment for value system. The broader objective
was to create and transfer knowledge through research which included quality
publications and constant support to industry in and around Indore, thereby having a
specific relevance and social responsibility towards the region at large. It offered both
post graduate and doctoral programs in management. Among the many specializations
being offered (Business Environment, Financial Management, General Management,
Organizational Behavior, Human Resource Management, Operations Management,
Strategic Management, Marketing Management and Retail Analytics), the institute had
a strong faculty presence in the area of Operations Management and Retail Analytics.
As a result, many small- to medium-scale industries came to the institute to seek its help
with operational issues which ranged from business process re-engineering, process
optimization, vehicle routing issues, improving market share, etc. Over the years, the
institute had built a reputation for producing efficient managers and intends to take
forward this legacy by recruiting and attracting innovative and competent faculty
members, thereby creating an active environment and promoting increased
participation from all corners of the institute.

Introduction of personal vehicles

Initially, the society thought of ignoring the issue of the transportation facility by suggesting
people who had personal vehicles start a pooled service which is very common in Tier-1
cities for commuting to and fro from one part of the city to another. However, due to its
remote location and the deteriorating condition of the road infrastructure from the society’s
gate to the city, commuters avoided the use of personal vehicles.

PAGE 2 EMERALD EMERGING MARKETS CASE STUDIES VOL. 8 NO. 1 2018

The problem
After reading the e-mail and the attached data, Prof. Vikrant thought that to devise a
cost-effective strategy, he had to quickly assess the problem at hand and then propose a
solution, keeping in mind the principal objective of the exercise, i.e. to provide hassle-free Keywords:
transportation services for the entire community of Gokuldhaam Society. As a professor in Transport operations,
the Department of Operations Management, Prof. Vikrant had only one question in his mind, Operations/process
“What are the appropriate quantitative techniques that should be applied to improve the management,
situation at hand?” Transport planning

Exhibit 1. Society owned vehicles

Table EI
Serial no. Vehicle Type No. of vehicles Capacity Mileage (Km/litre)

1 Shuttle Buses Diesel 5 25 4

2 Staff Buses Diesel 2 50 4
3 Force Traveller Petrol 3 12 10
4 Cars Petrol 5 6 13
5 Maruti Van Petrol 1 5 14
6 Ambulance Petrol 1 NA 12
7 Loading Diesel 1 NA 15
Note: Prices for diesel and petrol are Rs. 50/litre and Rs. 65/ litre, respectively
Source: Authors collected the information from primary sources.

Exhibit 2. Shuttle bus schedule

Table EII
Bus No. 1 2 3 4 1 2 3 4 1 5 2 3
Via Via Via Via Via Via Via Via Via Via Via Via
Routes AB Road Annapurna AB Road Annapurna AB Road AB Road Annapurna AB Road Annapurna AB Road Annapurna AB Road

Departure from Society

to City 10 AM 11 AM 2 PM 3 PM 4PM 5 PM 5:30 PM 6 PM 7 PM 7:30 PM 8 PM 9 PM
Arrival at Society
from City 1:15 PM 3:15 PM 4:45 PM 5:45 PM 6:45 PM 7:45 PM 8:15 PM 9:15 PM 9:45 PM 10:15 PM 10:55 PM 10:55 PM

Source: Authors collected the information from primary sources

VOL. 8 NO. 1 2018 EMERALD EMERGING MARKETS CASE STUDIES PAGE 3

 Table EIII
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Date ¡ MON TUE WED TH FRI SAT SUN MON TUE WED TH FRI SAT SUN MON TUE WED TH FRI SAT SUN MON TUE WED TH FRI SAT SUN MON TUE WED
Serial From
no. society

PAGE 4 EMERALD EMERGING MARKETS CASE STUDIES

No. of passengers from society 2

1 10:00 5 12 18 18 12 11 8 3 8 18 7 5 7 8 6 7 10 4 8 4 5 8 7 7 5 8 23 10 13 10 10
2 11:00 9 15 19 12 13 10 22 4 1 23 12 15 20 17 10 9 6 12 12 16 21 2 15 23 23 10 23 23 23 20 12
3 14:00 20 20 18 20 19 23 20 10 20 20 2 7 23 18 23 23 12 23 23 23 23 8 23 23 24 7 23 22 10 20 18
4 15:00 18 22 23 8 13 23 15 10 23 14 13 8 22 14 23 16 8 23 14 7 10 15 23 15 13 12 23 17 23 16 23
5 16:00 16 20 17 18 12 7 9 5 7 20 10 12 14 23 12 12 8 18 23 3 8 10 8 23 16 14 23 20 23 8 23
6 17:00 10 22 23 10 22 23 15 8 16 18 14 23 23 5 20 12 21 12 23 21 4 5 21 21 15 10 23 23 12 8 15

VOL. 8 NO. 1 2018

7 17:30 22 23 23 22 22 20 10 23 23 18 19 6 23 11 23 22 23 22 23 3 6 20 26 23 23 20 20 11 18 14 23
8 18:00 23 20 18 25 23 23 14 23 15 23 5 23 23 14 17 16 23 10 23 6 22 10 22 23 23 23 23 23 18 23 23
9 19:00 21 23 8 20 20 12 11 23 23 23 12 23 23 6 23 20 10 18 21 2 23 7 23 22 20 23 10 18 13 10 23
10 19:30 11 23 2 15 1 8 3 3 12 23 4 11 27 4 6 3 10 5 3 0 10 2 12 10 3 23 10 15 5 9 15
11 20:00 6 0 3 8 10 3 1 1 10 7 2 1 1 0 0 4 5 1 3 0 1 5 0 10 3 14 10 2 15 2 3
12 21:00 1 2 4 3 9 3 3 4 2 0 9 3 12 0 1 6 2 2 3 8 0 6 23 5 23 8 20 2 1 6 2
Average 14 17 15 15 15 14 11 10 13 17 9 11 18 10 14 13 12 13 15 8 11 8 17 17 16 14 19 16 15 12 16

Serial From No. of passengers from city 2

no. city
1 12:00 5 7 13 3 1 5 3 5 5 6 2 5 1 8 4 2 23 2 4 5 12 13 8 11 12 7 11 4 5 3 10
2 14:00 4 6 24 6 5 4 19 9 3 11 4 5 6 10 9 7 3 6 5 15 3 10 3 2 8 8 10 21 8 15 10
3 15:30 13 10 4 19 10 13 1 2 4 15 22 9 5 14 6 2 0 10 3 2 7 2 7 0 13 12 7 15 8 3 2
4 16:30 3 14 10 7 2 14 16 2 6 9 7 2 7 6 8 2 4 5 11 12 14 10 6 20 23 8 13 15 15 10 9
5 17:30 10 12 15 15 15 9 11 3 12 18 8 7 11 11 2 17 3 15 21 5 8 5 11 18 15 18 18 20 17 12 13
6 18:30 15 6 10 3 8 13 15 15 20 10 15 10 12 12 18 2 15 8 20 2 2 4 10 22 8 12 7 10 10 5 10
7 19:00 5 15 10 13 16 22 5 4 20 9 6 8 11 22 7 7 7 15 8 6 8 3 8 23 21 6 18 14 9 6 8
8 20:00 10 23 10 21 16 10 7 15 23 11 20 14 23 12 23 23 20 23 23 13 12 5 14 17 13 15 23 21 10 17 12
9 20:30 15 14 23 11 21 20 7 21 5 15 10 25 20 15 25 23 7 25 26 2 5 5 23 9 17 13 20 17 12 11 15
10 21:00 9 15 22 23 23 24 7 20 2 15 15 18 23 16 13 2 8 12 23 4 10 8 23 23 23 23 24 11 10 23 12
11 21:40 20 23 8 10 12 17 10 6 23 23 10 23 23 15 8 6 23 15 15 1 15 8 21 15 23 23 15 23 23 18 15
12 21:40 21 23 7 21 23 3 4 14 23 23 3 23 23 12 13 5 11 2 0 0 0 0 25 10 17 20 18 23 0 9 14
Average 11 14 13 13 13 13 9 10 12 14 10 12 14 13 11 8 10 12 13 6 8 6 13 14 16 14 15 16 11 11 11

Source: Authors have collected the data from primary sources

Exhibit 3. Demand realized for the month of December 2014
 Table EIV
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Date ¡ THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT
Serial From
no. Society No. of passengers from society 2

1 10:00 11 0 15 10 5 0 23 11 4 10 17 6 10 23 8 10 14 12 12 4 23 6 8 17 20 12 8 12 2 14 2
2 11:00 20 12 15 12 7 10 7 14 6 16 23 21 12 22 23 9 12 12 10 1 23 15 10 22 23 23 12 23 15 16 23
3 14:00 23 21 7 15 20 18 20 21 23 25 22 20 20 22 26 16 27 16 13 15 23 22 28 14 27 26 10 23 10 26 28
4 15:00 18 20 22 23 14 13 15 10 14 23 23 23 21 23 22 10 13 6 12 7 23 23 23 18 23 23 7 21 10 23 23
5 16:00 23 10 12 7 14 20 22 20 20 18 23 23 23 22 23 15 12 8 17 10 18 23 23 23 23 11 14 11 2 23 21
6 17:00 22 16 11 20 23 23 20 10 15 12 23 23 22 23 24 23 16 18 18 15 12 0 23 15 24 8 10 10 10 23 12
7 17:30 23 22 22 20 20 25 23 24 25 25 23 23 25 23 26 26 27 15 21 28 20 27 27 24 21 28 0 23 0 27 7
8 18:00 23 5 10 23 17 23 20 16 23 15 23 22 20 19 23 23 8 17 15 23 22 14 23 22 23 11 21 18 15 23 18
9 19:00 23 15 22 12 15 21 23 21 23 20 23 23 13 18 12 23 12 15 12 10 20 18 23 22 21 4 18 22 16 23 23
10 19:30 15 15 15 1 10 23 8 2 15 6 4 23 1 12 15 18 3 9 6 23 11 5 4 23 10 0 10 18 5 23 10
11 20:00 3 5 0 2 4 8 10 1 0 0 6 5 8 1 0 2 2 1 2 6 15 2 6 13 0 0 2 1 7 19 15
12 21:00 2 6 5 0 1 2 2 2 4 23 0 10 7 8 20 5 10 7 2 2 12 7 5 15 5 2 7 1 0 5 15
Average 17 12 13 12 13 16 16 13 14 16 18 19 15 18 19 15 13 11 12 12 19 14 17 19 18 12 10 15 8 20 16
Exhibit 4. Demand realized for the month of January 15

Serial From No. of passengers from city 2

no. City
1 12:00 10 2 13 14 6 5 22 15 4 5 12 8 10 23 4 7 4 7 4 6 15 2 3 8 10 0 2 20 1 3 4
2 14:00 10 5 10 5 3 7 10 10 6 17 12 4 6 9 12 7 10 10 10 1 23 10 5 15 12 8 9 23 8 10 4
3 15:30 4 3 6 1 7 1 17 23 15 9 7 15 4 22 9 5 15 17 5 7 21 5 15 13 8 9 10 12 6 5 6
4 16:30 12 10 5 18 7 4 7 7 3 17 7 12 7 17 21 4 12 8 10 4 22 4 8 20 20 10 4 13 8 8 18
5 17:30 5 8 10 20 13 10 14 12 8 4 6 17 20 17 7 5 10 6 10 7 20 20 15 23 17 20 16 20 11 22 8
6 18:30 15 9 14 5 6 18 3 6 16 15 20 18 12 12 21 3 19 10 4 8 15 15 20 10 25 10 15 23 8 20 9
7 19:00 17 7 6 15 23 22 18 23 5 10 20 18 20 17 11 21 0 7 5 22 22 30 13 21 7 10 0 22 10 15 5

VOL. 8 NO. 1 2018

8 20:00 23 21 10 14 22 23 23 13 20 14 23 23 23 17 18 7 30 10 9 11 23 18 23 8 23 23 10 10 11 23 20
9 20:30 23 1 18 18 16 24 17 18 10 15 23 10 23 15 10 27 10 7 14 15 25 19 20 17 23 12 15 10 0 10 11
10 21:00 25 24 24 16 23 15 16 15 23 23 24 0 3 13 14 23 23 7 20 23 10 23 23 23 23 23 9 20 20 23 23
11 21:40 23 18 5 18 15 24 20 21 10 23 23 23 18 20 23 22 4 15 10 17 20 15 23 23 24 18 23 8 10 23 20
12 21:40 36 7 12 0 15 24 38 4 21 18 28 25 15 12 11 20 15 26 6 27 19 2 10 17 29 1 8 5 3 30 10
Average 17 10 11 12 13 15 17 14 12 14 17 14 13 16 13 13 13 11 9 12 20 14 15 17 18 12 10 16 8 16 12

Source: Authors have collected the data from primary sources

EMERALD EMERGING MARKETS CASE STUDIES

PAGE 5
 Table EV
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
Date ¡ SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT
Serial From
no. Society

PAGE 6 EMERALD EMERGING MARKETS CASE STUDIES

No. of passengers from society 2

1 10:00 12 8 3 17 9 9 8 4 9 4 9 10 15 10 17 19 6 19 13 12 10 5 14 12 9 11 7 17
2 11:00 10 22 12 20 8 5 10 21 12 9 19 20 17 23 10 13 16 16 21 14 23 23 13 20 23 4 12 12
3 14:00 18 28 27 23 5 14 25 15 12 6 20 20 25 27 29 29 30 20 23 14 20 23 23 23 29 23 17 27
4 15:00 23 23 3 22 6 3 22 10 14 8 15 22 23 14 18 19 13 12 21 2 23 15 22 22 30 25 9 22
5 16:00 17 15 3 12 15 11 23 18 6 15 19 15 23 18 12 19 10 19 17 5 10 20 21 23 23 20 20 4
6 17:00 9 21 2 22 8 23 17 8 10 14 23 23 23 23 8 15 6 19 21 9 17 17 28 26 13 17 21 11

VOL. 8 NO. 1 2018

7 17:30 15 29 28 20 27 29 21 8 21 20 23 19 28 26 13 20 20 23 17 18 13 23 23 23 23 15 20 14
8 18:00 20 23 23 18 14 23 21 18 6 18 23 23 20 19 14 20 19 23 20 15 11 24 23 25 30 13 25 18
9 19:00 9 18 23 10 23 18 20 23 8 18 23 11 20 18 14 9 20 20 3 9 18 18 23 20 5 9 22 20
10 19:30 3 15 10 10 5 5 10 5 2 0 15 5 10 15 6 13 12 14 10 4 4 14 9 12 11 4 5 23
11 20:00 0 0 8 15 0 0 19 0 5 2 6 1 8 7 4 4 5 2 5 17 21 6 2 21 10 5 17 7
12 21:00 10 5 1 9 2 4 7 9 0 15 5 1 9 4 0 10 0 0 8 1 2 0 0 3 2 12 2 1
Average 12 17 12 17 10 12 17 12 9 11 17 14 18 17 12 16 13 16 15 10 14 16 17 19 17 13 15 15

Serial From No. of passengers from city 2

no. City
1 12:00 7 3 4 5 2 3 3 2 4 4 3 3 3 18 12 5 1 14 15 14 5 7 3 3 8 1 3 15
2 14:00 12 5 10 23 8 3 4 10 6 16 10 7 5 17 13 8 8 26 10 13 13 8 9 14 23 7 10 5
3 15:30 5 15 7 9 3 6 8 8 7 2 8 5 8 23 18 18 7 11 10 2 14 10 15 10 23 8 0 8
4 16:30 10 14 2 20 7 10 10 12 5 5 4 18 17 22 19 11 5 17 9 7 23 9 4 13 22 15 7 8
5 17:30 16 10 2 10 12 7 6 12 10 5 4 18 18 7 3 14 15 17 20 2 4 20 14 20 18 15 10 8
6 18:30 17 19 1 17 12 6 10 6 8 5 15 15 23 5 10 13 13 6 15 2 9 14 24 27 15 10 9 9
7 19:00 9 11 10 9 9 7 10 9 10 8 7 10 26 15 15 10 10 15 10 3 10 13 3 10 10 8 19 10
8 20:00 22 23 15 20 11 17 18 6 10 13 23 21 23 22 22 18 20 30 14 6 23 24 23 20 12 15 13 25
9 20:30 9 10 1 15 10 2 4 19 4 1 18 13 23 20 15 5 10 21 7 15 7 12 12 22 17 12 15 8
10 21:00 17 13 6 15 1 8 23 10 2 4 12 10 23 23 14 15 20 21 14 13 24 27 20 23 6 12 23 23
11 21:40 4 20 15 4 15 8 11 12 5 20 23 18 23 20 19 17 8 14 17 2 22 24 50 27 17 10 15 4
12 21:40 21 29 9 4 10 10 15 7 4 10 23 5 31 9 10 1 21 8 0 0 17 23 29 23 8 12 17 14
Average 12 14 7 13 8 7 10 9 6 8 13 12 19 17 14 11 12 17 12 7 14 16 17 18 15 10 12 11
Exhibit 5. Demand realized for the month of February 2015

Source: Authors have collected the data from primary sources

 Table EVI
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Date ¡ SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE
Serial From
no. Society No. of passengers from society 2

1 10:00 2 3 4 12 22 22 7 10 9 10 11 5 5 4 10 4 2 5 9 2 6 8 4 9 8 23 16 22 27 14 8
2 11:00 8 23 10 6 14 15 20 18 5 6 7 23 12 5 18 7 5 5 6 0 23 4 9 8 9 23 27 26 24 23 5
3 14:00 27 8 23 15 23 12 22 26 8 18 27 15 11 10 15 4 6 3 10 7 8 23 7 9 8 12 28 26 23 8 5
4 15:00 10 28 14 15 21 11 15 17 10 10 10 17 2 13 10 1 3 2 10 3 17 10 10 2 13 11 12 14 15 14 2
5 16:00 20 10 12 18 23 13 18 11 2 10 17 15 8 11 10 1 12 5 11 12 4 17 10 8 11 18 23 19 14 13 12
6 17:00 27 21 18 21 18 2 15 7 15 21 26 10 15 8 15 10 6 5 21 27 15 21 18 5 18 27 27 25 23 21 20
7 17:30 20 23 27 23 23 5 13 10 15 21 27 22 18 8 10 15 27 12 15 27 10 15 10 27 15 24 27 21 15 23 10
8 18:00 11 20 26 23 12 19 16 18 9 11 12 24 14 14 26 8 26 21 13 26 14 10 21 7 18 26 11 13 14 20 13
9 19:00 21 23 20 23 20 23 20 15 7 14 20 11 10 8 14 2 20 12 8 23 18 20 23 23 23 23 25 23 20 18 15
10 19:30 0 12 11 23 8 15 5 12 5 4 3 5 1 10 2 5 8 5 8 5 13 5 12 10 13 8 12 15 4 1
11 20:00 1 8 10 3 0 0 5 1 21 12 3 0 1 0 10 0 2 8 2 8 10 3 1 7 1 9 23 20 17 18 5
12 21:00 15 25 12 8 6 1 10 7 3 3 2 1 2 1 1 10 1 5 1 8 15 1 3 1 7 0 15 11 7 4 8
Exhibit 6. Demand realized for the month of March 15

Average 14 17 16 16 16 12 14 13 9 11 14 12 8 7 12 5 10 8 9 13 12 12 10 10 12 17 20 19 18 15 9

Serial From No. of passengers from city 2

no. City
1 12:00 5 5 8 7 2 13 6 8 6 11 15 2 3 4 6 6 1 4 7 4 8 7 1 5 6 8 14 11 8 6 6
2 14:00 8 5 2 4 12 21 7 9 4 13 21 2 6 6 6 7 6 8 6 8 19 4 4 6 6 5 17 14 10 10 6
3 15:30 10 8 10 8 2 11 17 3 6 11 15 17 4 8 10 1 8 0 12 2 10 2 5 5 6 8 20 20 20 10 10
4 16:30 10 5 8 16 6 15 6 11 5 16 26 13 4 10 2 2 3 2 5 3 9 3 2 2 5 11 13 15 17 4 2
5 17:30 10 5 4 20 15 11 19 9 2 6 10 20 7 7 12 14 7 4 5 5 8 17 16 6 5 20 23 17 10 5 6
6 18:30 10 11 7 8 15 2 12 10 21 14 6 9 10 5 7 7 3 6 15 1 21 15 9 15 3 27 27 24 21 9 18
7 19:00 10 8 20 10 5 2 8 12 10 13 15 11 12 10 8 13 12 8 8 6 2 10 5 10 1 10 13 7 0 15 0

VOL. 8 NO. 1 2018

8 20:00 20 8 16 12 12 9 24 9 5 9 13 22 18 16 25 0 24 4 13 23 10 7 14 8 8 22 15 19 23 12 17
9 20:30 9 8 10 15 10 15 18 10 4 15 25 9 5 3 10 17 9 6 2 0 5 10 21 8 4 21 23 20 17 16 5
10 21:00 7 15 10 15 20 21 4 17 10 14 17 15 15 15 6 12 11 15 23 19 11 20 15 12 23 15 16 17 13 15
11 21:40 17 21 22 28 0 20 7 20 22 17 12 21 5 7 7 6 23 18 13 23 18 15 20 21 16 10 21 18 14 15 13
12 21:40 8 10 14 9 2 5 8 15 5 9 12 4 6 0 8 15 22 0 6 0 8 15 1 0 8 24 20 15 10 0 4
Average 10 9 11 13 8 12 11 11 8 12 16 12 8 7 10 8 11 6 9 8 11 10 10 8 7 16 18 16 14 10 9

EMERALD EMERGING MARKETS CASE STUDIES

PAGE 7
 Table EVII
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Date ¡ WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR
Serial From
no. society

PAGE 8 EMERALD EMERGING MARKETS CASE STUDIES

No. of passengers from society 2

1 10:00 5 23 18 6 6 14 8 7 13 4 9 5 15 15 11 12 20 8 10 10 10 10 17 10 10 5 10 9 10 11
2 11:00 6 10 12 6 7 12 8 5 11 1 5 4 3 7 5 4 4 8 4 6 4 6 14 4 7 20 6 4 4 10
3 14:00 3 19 19 6 10 8 8 5 5 6 8 0 1 4 2 12 3 7 8 4 1 13 15 2 6 1 1 4 4 3
4 15:00 13 17 16 2 2 5 6 2 20 5 4 1 3 6 4 12 9 9 5 15 3 4 10 2 17 8 5 6 3 11
5 16:00 4 10 12 5 10 7 8 17 14 4 10 2 5 10 5 12 10 13 5 8 3 14 18 4 5 3 11 10 12 5
6 17:00 12 20 17 2 18 15 6 10 11 9 7 9 21 5 2 17 11 9 11 14 6 7 8 7 15 5 28 27 23 23

VOL. 8 NO. 1 2018

7 17:30 24 17 17 9 4 15 15 15 20 20 15 4 20 3 10 27 12 15 8 21 21 3 21 9 13 8 27 27 20 27
8 18:00 25 21 18 10 5 10 3 12 6 8 7 13 5 3 5 27 8 14 10 12 6 10 19 17 8 10 27 27 17 27
9 19:00 15 18 8 4 15 19 7 21 6 7 22 20 11 18 3 23 14 6 23 23 10 20 12 13 15 14 16 17 23 25
10 19:30 10 3 5 0 0 6 4 4 2 4 9 1 6 6 4 5 5 2 3 20 6 3 2 5 1 1 7 4 8 13
11 20:00 7 5 5 2 0 5 1 12 3 1 10 2 7 2 0 2 1 2 0 5 6 2 0 5 0 0 3 1 0 2
12 21:00 23 10 2 8 5 0 2 3 10 0 5 2 0 2 0 18 8 5 15 7 1 10 0 3 2 3 3 5 1 2
Average 12 14 12 5 7 10 6 9 10 6 9 5 8 7 4 14 9 8 9 12 6 9 11 7 8 7 12 12 10 13

Serial From No. of passengers from city 2

no. City
1 12:00 3 5 6 4 13 3 3 8 1 7 9 1 9 9 6 2 8 6 4 8 3 3 5 7 2 5 4 3 4 7
2 14:00 4 2 4 10 1 5 4 2 5 3 5 6 5 2 3 5 3 7 8 1 6 2 4 1 2 0 3 5 2 5
3 15:30 4 8 2 11 6 9 0 2 6 4 7 2 3 3 1 0 1 5 7 4 0 6 7 2 5 3 5 1 0 1
4 16:30 1 14 10 3 0 1 3 5 6 3 4 0 0 3 5 7 2 11 2 3 3 4 6 3 5 1 2 2 2 3
5 17:30 3 20 21 2 0 6 17 20 17 5 4 2 10 8 1 5 10 6 0 3 1 12 15 2 4 3 4 6 6 4
6 18:30 14 17 11 0 15 9 9 7 17 15 15 2 7 4 10 12 10 4 8 6 9 11 9 6 4 3 9 15 10 5
7 19:00 5 22 14 1 8 1 8 2 12 4 8 6 5 10 2 9 4 11 12 15 15 1 15 7 9 4 7 10 12 7
8 20:00 10 8 15 8 3 19 1 6 7 7 12 11 10 4 3 18 14 2 9 24 7 8 12 12 1 5 22 14 12 20
9 20:30 8 23 17 2 2 4 4 22 7 1 8 6 5 1 2 19 7 5 15 14 3 8 20 10 4 15 13 20 5 10
10 21:00 12 23 23 5 12 3 2 6 6 6 23 12 6 3 0 23 8 5 3 2 0 3 4 15 17 12 18 15 9 22
11 21:40 28 15 8 5 10 15 21 15 7 0 17 21 7 23 1 27 0 2 13 17 13 10 6 5 0 9 25 27 24 23
Exhibit 7. Demand realized for the month of April 2015

12 21:40 20 4 16 1 0 8 1 2 8 0 2 1 10 1 0 20 0 0 7 20 3 13 10 5 4 1 27 27 1 34
Average 9 13 12 4 6 7 6 8 8 5 10 6 6 6 3 12 6 5 7 10 5 7 9 6 5 5 12 12 7 12

Source: Authors have collected the data from primary sources

 Table EVIII
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Date ¡ FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN MON TUE WED THUR FRI SAT SUN
Serial From
no. Society No. of passengers from society 2

1 10:00 6 6 7 10 14 14 13 14 7 2 11 13 10 14 11 7 10 12 8 5 13 11 6 0 8 7 10 7 10 1 7
2 11:00 5 4 5 15 6 8 4 3 10 10 0 1 3 6 2 13 10 3 6 6 3 9 22 9 11 5 1 2 4 9 9
3 14:00 6 10 19 13 12 15 27 0 11 7 7 5 1 10 4 10 7 0 4 2 10 5 5 4 6 1 3 0 2 13 7
4 15:00 12 17 4 10 14 7 10 9 9 7 9 2 5 2 5 6 6 4 7 6 15 2 7 6 1 3 2 2 2 5 4
5 16:00 1 7 5 6 10 5 2 10 7 10 3 7 2 3 5 5 1 4 3 3 10 5 5 7 9 5 8 2 5 5 5
6 17:00 8 8 26 20 4 27 17 15 10 22 8 5 4 10 20 16 5 20 6 11 19 9 1 5 18 4 5 4 1 9 10
7 17:30 21 10 7 20 21 15 21 26 14 27 20 7 11 11 10 7 8 10 9 12 20 22 6 2 6 8 12 10 10 15 2
8 18:00 18 16 19 22 8 13 14 11 14 19 2 5 12 12 11 12 2 5 9 13 14 27 6 10 4 11 14 9 5 1 4
9 19:00 23 20 7 2 18 22 12 12 10 8 2 10 6 18 12 10 22 4 7 3 14 20 4 5 5 6 5 10 7 1 5
10 19:30 6 2 7 11 4 9 1 5 8 2 8 1 1 0 7 3 6 8 0 2 11 5 6 0 5 8 3 2 2 0 0
11 20:00 1 0 5 10 0 3 0 0 4 0 1 10 1 1 1 2 0 2 3 1 5 4 11 1 4 5 1 4 4 5 3
Exhibit 8. Demand realized for the month of May 15

12 21:00 6 17 4 2 0 0 3 2 1 0 1 0 0 1 11 4 0 2 2 0 12 2 10 0 7 3 2 0 2 2 1
Average 9 10 10 12 9 12 10 9 9 10 6 6 5 7 8 8 6 6 5 5 12 10 7 4 7 6 6 4 5 6 5

Serial From No. of passengers from city 2

no. City
1 12:00 7 6 3 7 6 4 5 7 6 4 5 3 3 4 8 2 6 5 9 1 3 4 2 1 6 5 5 3 4 2 6
2 14:00 3 2 5 6 3 10 4 1 5 3 0 2 1 3 5 9 5 2 2 4 4 3 5 0 7 3 0 7 4 3 3
3 15:30 2 4 1 6 3 0 2 1 10 2 7 4 2 2 2 6 11 1 0 2 3 7 12 4 1 2 1 3 3 1 2
4 16:30 14 10 4 5 6 0 3 0 5 3 2 4 4 1 2 6 3 3 7 5 3 0 9 4 2 1 2 3 1 7 10
5 17:30 2 5 1 10 8 8 3 5 4 9 6 14 7 10 3 4 2 2 3 4 14 0 2 0 7 8 4 5 4 0 9
6 18:30 4 4 11 5 9 10 7 11 8 6 5 7 6 13 5 8 3 15 9 4 11 14 2 1 15 9 7 6 10 4 3
7 19:00 5 17 17 15 10 6 17 9 9 17 15 2 1 1 5 6 2 4 9 0 4 3 4 5 3 3 4 4 3 2 0

VOL. 8 NO. 1 2018

8 20:00 11 10 22 24 11 8 17 19 6 22 5 5 2 14 10 12 9 6 6 5 17 11 4 5 16 7 5 6 2 14 2
9 20:30 12 8 12 7 3 2 1 14 0 7 4 2 0 2 8 8 4 5 2 10 15 1 0 8 3 6 1 5 1 10 4
10 21:00 15 15 7 6 6 9 18 0 23 7 5 1 1 4 21 0 5 10 6 9 6 21 4 2 2 7 8 0 2 2 3
11 21:40 6 0 13 7 5 16 22 2 8 26 4 21 7 13 1 14 0 2 5 4 23 11 5 3 1 2 0 1 2 0 4
12 21:40 0 0 21 18 2 12 10 4 0 18 9 0 0 3 2 10 11 3 0 2 13 6 0 2 0 3 0 0 0 0 1
Average 7 7 10 10 6 7 9 6 7 10 6 5 3 6 6 7 5 5 5 4 10 7 4 3 5 5 3 4 3 4 4

Source: Authors have collected the data from primary sources

EMERALD EMERGING MARKETS CASE STUDIES

PAGE 9
 Exhibit 9. Actual demand realized for the month of June 2015

Table EIX
1 2 3 4 5 6 7
Date ¡ MON TUE WED THUR FRI SAT SUN
Serial no. From society No. of passengers2

1 10:00 7 8 15 12 5 14 13
2 11:00 6 7 4 6 7 10 10
3 14:00 2 4 1 1 4 8 4
4 15:00 9 9 4 6 5 27 5
5 16:00 5 5 5 5 12 8 1
6 17:00 10 2 2 4 15 9 1
7 17:30 27 8 7 20 15 20 8
8 18:00 8 6 4 11 11 10 11
9 19:00 10 10 7 6 8 15 2
10 19:30 0 4 2 2 2 9 0
11 20:00 0 1 1 10 6 1 3
12 21:00 3 2 0 1 5 2 7
Average 7 6 4 7 8 11 5
Serial no. From City No. of passenger2
1 12:00 15 4 8 3 5 11 7
2 14:00 6 3 1 1 3 3 0
3 15:30 1 8 1 1 1 2 6
4 16:30 0 10 4 4 2 10 6
5 17:30 3 3 2 4 6 6 3
6 18:30 3 6 8 4 6 6 1
7 19:00 7 0 6 5 6 13 0
8 20:00 10 6 15 10 23 16 12
9 20:30 19 2 2 9 8 8 6
10 21:00 0 6 1 4 3 10 0
11 21:40 1 0 6 12 3 1 0
12 21:40 3 4 0 0 1 5 1
Average 6 4 5 5 6 8 4
Source: Authors have collected the data from primary sources

About the authors

Dr Peeyush Pandey is Assistant Professor in the area of Operations Management at Indian
Institute of Management Rohtak. He has completed Fellow Program in Management (FPM)
from the Indian Institute of Management Indore. Prior to his doctoral degree, Dr Pandey has
completed his MTech in Industrial Management from Indian Institute of Technology, BHU,
Varanasi. Dr Peeyush Pandey is the corresponding author can be contacted at:
peeyush.pandey@iimrohtak.ac.in
Tuhin Sengupta is a doctoral student in the area of Operations Management & Quantitative
Techniques. He is a certified PRINCE2 practitioner and has published cases in Ivey
Publishing, Operations Management Education Review, and The Case Centre. His
research interests include supply chain management, logistics and optimization
techniques.

PAGE 10 EMERALD EMERGING MARKETS CASE STUDIES VOL. 8 NO. 1 2018