BEST SWOT Analysis, USP & Competitors

Posted in Transport and Logistics, Total Reads: 491
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SWOT Analysis of BEST with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BEST (Brihanmumbai Electric Supply and Transport)

Parent Company

BEST Undertaking

Category

Public Transport

Sector

Transport & Logistics

Tagline/ Slogan

-

USP

For all class of people

STP

Segment

Everyone who commutes from one place to another

Target Group

Especially Lower class and Middle class

Positioning

Public Transport

SWOT Analysis

Strengths

1. Operates as an autonomous body under the Municipal Corporation in Mumbai, India

2. The Undertaking operates one of India's largest fleets of buses - There are 4500+ buses carrying 5 million passengers daily on over 400 routes

3. In addition to buses, it also operates a ferry service in the northern reaches of the city

4. Many decades of rich industry experience

5. in order to cut costs, BEST also hire buses from private operators instead of procuring new buses

6. BEST has introduced A/C Kinglong services on certain routes

7. Has started accepting cashless smart cards for automatic fare collection in BEST buses for some routes

8. BEST currently has over 1500 environmentally friendly Compressed Natural Gas (CNG) buses on its fleet

9. BEST has installed an audio-visual surveillance system (CCTV) on each of its buses to monitor suspicious behavior on board its vehicles

Weaknesses

1. Business gets affected often due to employee strikes, etc

2. Low degree of ownership among employees

3. Web and mobile app UIs are not impressive compared to private players

Opportunities

1. Can establish strategic partnership with firms to reinvent the brand with superior web and mobile presence

2. Can outsource the management to private organizations to provide superior customer experience

Threats

1. Because of rising disposable income and increasing importance towards convenience, people stop preferring public transport

2. Shifting of customers towards auto rickshaws and taxis

3. Presence of Superior technology with private players

Competition

Competitors

1. Auto Rickshaws

2. Taxi Operators

3. Railways & Metro



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