Strategic Plan for the M.R.T. Chalong / Nattaya Ruangrajitpakorn=แผนกลุยทธ์สำหรับโครงการรถไฟฟ้ามหานคร สายฉลองรัชธรรม /ณัชพล วิชัยธนารักษ์
- หน้า, ตาราง
This independent study proposes a strategic plan for the M.R.T. Chalong Ratchadham Line (MRT Purple Line). The main purpose is to study and analyze factors that influence the selection of transportation for commuting in order to formulate an effective marketing strategy, operation strategy, and financial strategy. The strategic plan could be used to strengthen the current strategy and leads to the profitable and sustainable growth of MRT Purple Line. From the consumer behavior analysis, product and place factors are the most important factors that motivate customers to select transport for their journey. Thus, those factors are analyzed and used to create the new positioning of MRT Purple Line, which is reliability and metro life changer. The 7C model is used to design the marketing strategy that could satisfy customer needs and strengthen the positioning. Base on the operational strategy, the service blueprint of MRT Purple Line service is developed to visualize the service design process of MRT Purple Line in order to improve the service process. The adjustment of the processes within the organization could lead to a more effective decision-making process, faster response, and more flexibility to changes. From the financial strategy, MRT Purple Line project is attractive for the investment, but it will require a long period to generate profitablity, which is possible for the mass rapid transit business due to a massive amount of expenses for the operation and maintenance. Based on the forecast, MRT Purple Line might require approximately 31 years from the inauguration to generate profitability.