NSU Research Contributions

Title : Pathao: An Emerging Motorcycle-Ride Service in Bangladesh

Authors : Jashim Uddin Ahmed, Wahida Shahan Tinne, Asma Ahmed

Abstract : Pathao, which roughly translates to “send,” became the first app-based online motorcycle-ride service in Bangladesh upon its launch in 2015. It is the only company in Bangladesh that provides both logistics and transportation services to Dhaka city dwellers. Early adopters of the ride service are students and people taking rides to and from offices. Although Pathao faces fierce competition from international players in the market, including Uber, the company has an edge over its competitors because its two-wheel rides can fight the hectic traffic jams of Bangladeshi cities better than those of its four-wheeled competitors. Pathao has built on this advantage by taking the time to properly establish its operational activities and build a workforce of vetted employees. With its ability to ensure speedy ride services and its courteous and reliable customer service, Pathao has achieved a good response in its early stage. As a startup, Pathao is a constantly evolving company that believes in embracing dynamism. The company hopes to expand its network to include the whole of Bangladesh and to expand its offerings into other verticals. This case study focuses on how Pathao should address the challenges of being a startup in the aggressive but promising app-based motor rides industry in Bangladesh. It highlights operations and marketing strategies and the significance of having a sound customer service and retention strategy for long-term success during growth.

Journal : Sage Business Cases	Volume :	Year : 2019	Issue :
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