Module Name

[ Introduction to Business Organization]

Submitted To:

[ U Aung Thu ]

Submitted By:

[ Yoon May Thu ]

[ Student ID – 2023B4365]
Contents
Background Information of The Business.......................................................................................2

Planning Process in Bus Terminal..................................................................................................3

Political Factors:.........................................................................................................................4

Economic Factors:......................................................................................................................4

Sociocultural Factors:.................................................................................................................4

Technological Factors:................................................................................................................4

Legal Aspects:.............................................................................................................................4

Environmental Factors:..............................................................................................................4

Marketing Strategies of Bus Terminal............................................................................................5

Special Discounts and Offers:......................................................................................................5

Partnerships and Collaborations:................................................................................................5

Referral Programs:.....................................................................................................................5

In-Terminal Promotions:............................................................................................................5

Online Booking Encouragements:...............................................................................................5

Geo-Targeted Marketing:...........................................................................................................5

Human Resource Management.......................................................................................................6

Background Information of The Business

Two primary bus terminals, one in Mandalay and one in Sittwe, make up the bus terminal
known as Shwe La Min. Additionally, there are smaller terminals at every city checkpoint along
the route. The terminal has 10 buses in total, with three employees per vehicle. A bus terminal is
regarded as a type of physical capital that offers passengers transit services. This terminal is in
the tertiary sector since it provides services to travellers to reach their intended destination along
the Mandalay to Sittwe route.

The terminal ticket costs around 40000MMK and provides bottle water to passengers as a
refreshment and a proper meal during the journey. Although there are many opponents in this
network, the terminal operators typically aim to provide convenient, safe, and cost-effective
transportation options to passengers. Depending on the location, services, and the demographics
of the region that serves, a bus terminal's main customers segments can be vary. Some of the
common customer segments of a bus terminal are Tourists, Business Travelers, Families, Low-
income individuals, Cargo and Package Shippers and Students.

Planning Process in Bus Terminal

A bus terminal's purpose, beliefs, and long-term goals should be clearly expressed in the
vision and mission statements. The vision of this bus terminal is to take over the transportation
sector in the area, connecting people and communities with safe, efficient, and sustainable travel
experiences. The terminal's mission is to offer a reliable, customer-focused transportation service
that provides connectivity and mobility for each passenger. Every worker is committed to
offering outstanding value to both stakeholders and consumers while keeping safe, being on
time, and being environmentally friendly.

Setting strategic goals that span several years and support the terminal's expansion,
improvement, and sustainability are typically long-term aims for bus terminals. The bus
terminal's long-term goal is to grow its passenger flow by 30% over the next five years while
lowering greenhouse gas emissions by 25%, making it the region's favourite and most
ecologically friendly transportation hub.

Specific, measurable goals that may be accomplished in a relatively short period, usually
between a few months and one or two years, are referred to as short-term objectives for a bus
terminal. The short-term objective is to increase passenger numbers by 15% over the next three
months through launching a targeted marketing campaign to attract and keep new customers.
Another short-term objective is to keep up with rising passenger demand by increasing the
number of buses leaving the terminal during peak periods by 20% over the next three months.

A comprehensive method for analysing the macroenvironmental factors that can have an
impact on a business or organization is the PESTLE analysis. Even though these circumstances
are outside the bus terminal's control, it makes a variety of efforts to minimize the negative
impacts on the operation. Here is a PESTLE analysis of the external factors affecting a bus
terminal's operations:
Political Factors: In this factor, the bus terminals have to face 2 difficulties as there is political
instability in both Rakhine and Mandalay Region. Operational disruptions and impacts on
passenger safety can result from political conflicts or instability in the area. The bribing method
is used to dodge or minimize the result.

Economic Factors: The demand for bus services can be influenced by the region's overall
economic condition. The income levels of passengers can have broader economic implications
for the terminal and the region it serves. Variations in fuel prices can impact operational costs
and ticket prices. In summary, income levels and fuel prices are crucial factors in shaping the
strategies and operations of a bus terminal. As to protect these facts the terminal offers some of
the low-income individuals with promotions and to reduce the expenses of fuel the bus only fills
at 3 checkpoints along the journey.

Sociocultural Factors: The age, income, and preferences of the population served by the
terminal can influence demand for specific routes or services. Cultural factors and travel habits
may affect passenger expectations and service choices.

Technological Factors: Advancements in technology, such as mobile apps for ticketing, can
enhance passenger experience and convenience. Innovations in bus maintenance and vehicle
technology can impact operational efficiency and safety. To keep up with today’s technology
Scania and King long buses with automatic doors are used in this business.

Legal Aspects: To avoid legal problems, compliance with emissions regulations and
environmental laws is essential. Consideration for labour rules, such as those governing worker
safeties and pay, is necessary for good employee relations. Operational flexibility may be
impacted by the legal provisions of contracts with bus operators, service providers, and
suppliers.

Environmental Factors: As Rakhine State is mountain region environmental factors have a

huge impact on the business. Changes in weather patterns can impact route safety and
maintenance requirements.

In conclusion the management of the bus terminal is able to discover more about the
external elements that might have an impact on its operations, strategic choices, and long-term
planning by performing a PESTLE analysis. This analysis aids in pinpointing areas where the
terminal can successfully adapt to the changing external environment as well as chances to seize
and hazards to minimize.
Marketing Strategies of Bus Terminal
For a bus terminal to draw customers, increase brand recognition, and keep a step ahead
of the competition in the transportation sector, marketing methods are crucial. Businesses can
employ a range of marketing strategies, and the choice of strategy depends on the specific goals,
target market, market sector, and budget of the business. The four Ps, or conventional marketing
strategies that companies and marketers take into thought when creating their marketing strategy.
These stand for producing, pricing, place distribution and promoting. Studying various methods
of marketing involves use of promotional approaches. The following are some effective bus
terminal marketing strategies:

Special Discounts and Offers: Seasonal discounts or special promotions can be offer for
specific times of the year. Package deals that are related with transportation and other services
can be created such as hotel accommodations or tour packages.

Partnerships and Collaborations: Collaborate with hotels, travel agencies, local businesses, or
event organizers to offer joint promotions. Cross-promote each other's services to expand the
business reach since Rakhine State is famous for ancient pagodas and its local foods.

Referral Programs: Referral program can be launch to rewards passengers for referring friends
and family to use the bus terminal's services. Offering discounts or giving free tickets for
successful referrals can be done.

In-Terminal Promotions: Displaying promotional materials, including posters, flyers, and

digital screens that showcase current offers and upcoming services can attract travelers and
customers.

Online Booking Encouragements: Online booking encouragement can be made by offering

exclusive discounts or additional perks, such as seat selection or priority boarding, for passengers
who book through your website or mobile app.

Geo-Targeted Marketing: Geo-targeting can be used to fit the business online ads and
promotions to specific regions, cities, or areas served by the terminal. Highlighting routes and
giving services relevant to each location can be also used.

In conclusion, strategies for marketing are essential for the success of every business.
Human Resource Management
Human Resource Management (HRM) plays a critical role in the efficient and effective
operation of a bus terminal. The success of a bus terminal largely depends on the management of
its human resources to ensure that employees are motivated, skilled, and well-coordinated in
their roles. Managing and maximizing an organization's most important asset-its people-is the
core responsibility of human resource management (HRM), a critical function inside businesses.

Although human resource management duties vary in different organizations and

industries, they often include hiring, paying and providing benefits, providing training and
development, and managing employee relations. These activities can include talent acquisition,
performance management, training and development, compensation and benefits, employee
relations, workforce planning, compliance, employee management, technology integration,
diversity and inclusion, organizational culture and strategic HR planning.

When a bus terminal wants to hire a new, skilled employee for a managerial-level role,
like "Financial Manager," it's important to take into account several recruitment strategies in
order to identify the most qualified applicant. The process of hiring should be determined by the
organization's unique requirements, the requirements for the position, and the required
qualifications.

Combining techniques may be most successful in finding a Financial Manager for a bus
terminal. Consider starting with internal promotion or employee referrals as a powerful approach
to take into account the organization's existing talent. To cast a wider net and discover the best
candidate with the needed financial experience and managerial characteristics, it may be helpful
to supplement this with external job advertising, networking, and maybe using finance-specific
employment sites or executive search agencies. In the end, the selection of recruitment strategies
should be based on the bus terminal's particular needs, financial capabilities, and strategic goals.

The recruitment of a manager-level worker for a position like a financial manager at a

bus terminal is an essential and strategic procedure, to sum up. Choosing the right recruitment
tactics is necessary to find the most qualified and suitable applicant for the post.