I.

EXECUTIVE SUMMARY

The Philippines anticipated to experience tremendous growth resulting in

an addition of millions of people every year. This increase will be accompanied by

an increase in housing, employment, more vehicles on our roadways and greater

demands on public transit and on our infrastructure in general.

Traffic have increased rapidly since the 1960s. The world’s population is

currently at its highest-ever peak, and global car sales have risen by approximately

90 percent over the last 25 years. Together, this has led to unprecedented traffic

congestion in most urban areas.

Align with these issues, the Metro Cable Transit Company (MCT) aiming to

research an alternative and green modes of transport, ones which have the

potential to take a major role in future transport system, this marketing plan

propose an aerial cable car. Aerial Cable Car is a type of railway used in mass

transit where rail cars are hauled by continuously moving cable running a constant

speed. Furthermore, an aerial cable car would be an innovative scheme offering

a spectacular view of Metro Manila, and is likely to provide a point of interest for

those visiting the busy urban area, making these more attractive destinations for

events. In addition, it is likely to attract some new visitors to the area, who would

be likely to visit other local attractions; this would create new secondary jobs in the

local area.

In this proposal, we’ve included details regarding the expected impact that

the installation of aerial cable car will have on traffic and other benefits.
 II. INDUSTRY ANALYSIS

DEFINITION OF SCOPE OF INDUSTRY

Transportation

Domestic International

Land Water Air

Public Private

Commuters

The industry analysis illustrate that our plan is only for domestic

transportation. In domestic transportation there are 3 types of vehicles used mainly

for land, water and air. We, the researchers choose the air since our target location

of the installation of cable cars has a lot of free space in air and not congested.

The main beneficiary of this plan will be the commuters who struggle in their daily

transportation.
KEY SUCCES FACTORS

 Implementation time cost

They are faster to implement than building new roads, which can appeal to

decision-makers looking to show results quickly. The proposed plan will be

executed on the MRT stations which the only thing we need is to install pillars

and create another floor for the loading and unloading area of cable cars that

is accessible through the elevator of the MRT.

 Design and Capacity

Cabins can carry up to 1,000 kilos, plus bikes, wheelchairs, strollers and

baggage. In other words, they allow barrier-free access for all riders.

 No space requirements

No land area will be occupied with this plan since we are using the path of

the MRT stations as our route.

 Environmental impact

Cable car uses electric power for its main drive, so this source is a cleaner

and doesn’t emit any kind of fossil pollutant or carbon dioxide.

 Environmental Analysis

Change is constant and our economy encounters change every day. Many

things will happen from time to time and sometime the whole is fully altered

when a part of it changes. This factors are sometimes beyond our control
but will be able to adapt to it with the right decision and with the use of an

effective environmental analysis. This is because environment is a major

key factor in business. All of the situational factors is significant in

forecasting and decision making which is also critical in our day economic

activities and will give great importance in initiating our marketing plan.
 III. COMPANY ANALYSIS

BACKGROUND OF THE COMPANY AND PRODUCTS

The Metro Rail Transit Corporation is in partnership with the Philippine

Government’s Department of Transportation (DOTr). In 1970’s Metropolitan

Manila Strategic Mass Rail Transit Development Plan having a thirteen –station.

Full operations started in 2000 under 25-year concession. Private company

operating in partnership with the DOTr under a Build-lease-Transfer agreement.

Sumitomo Corporation of Japan was handling the maintenance of the system the

maximum capacity of 350,000 passengers a day. Since 2006, the system’s private

owners had been offering various capacity expansion proposals to the DOTC.

Although the objective of the public transit is to reduce the traffic congestion

and lessen their time travel. Throughout the years MRT has been very effective for

the commuters, however during their operation public transit face lot of problem

glitches, accidents, long time arrivals between the arrival of the trains and other

problem involving MRT. The recent incident where the train stopped and the

passengers were force to walk along the MRT tracks.

By installing cable cars MRT will complete their shortcomings and become

an alternative transportation for the commuters. Cable cars are faster because the

service is continuous, uninterrupted route, there are no traffic-jam and no long

waiting in the cable.

 To execute this plan MRT should have a new name and brand for the cable

cars which would be Metro Cable Transit.

The vision of the Metro Cable Transit (MCT) is to lead innovation for public

transportation in the Philippines.

The mission of the Metro Cable Transit (MCT) is bring the commuters safely

to their destination and be comfortable with their ride.

FOCUS OF THE STUDY

The focus of the study is to analyze the challenge in transportation. Having

the unsustainable mobility and urban planning becomes a limiting factor for socio-

economic development. The growth of traffic has reached the levels which starts

to hinder the function of the cities transport system. Therefore, transportation

needs to be transformed into non-motorized one.

In addition, the city doesn’t have sufficient land. It is difficult to construct new

roads and wider the existing roads easily. Thus, the air transport can be one of

alternate transport.

Aside from that, another problem is the air pollution. The motorized vehicles

has increased greenhouse gas emission, one of the major sources of air pollution.

Obviously, a lot of cities need efficient public transport system to be able to

offer an alternative which is cheaper, eco-friendly and more effective than

motorized one.

Therefore, Metro Cable Transit (MCT) propose an aerial cable car as an

alternative means of public transportation which can support tourism strategy by

having a unique travel experience. And With this study, we are able to give some

ideas that can surely help to unfold the concerns of the commuters when it comes

to traffic congestion.
 SWOT ANALYSIS

STRENGTH WEAKNESS

● Offers a unique travel experience ● Smaller Capacities

combined with low price. ● Electric shortage

● No congestion and thus, traffic noise ● Disruption of service in bad weather.

and green house emission. ● High Infrastructures specially buildings.

● Strong passenger demand.

● More jobs will be created (in

construction and in operation)

OPPORTUNITY THREATS

● Promote tourism strategy ● Climate changes that can increase

● An improvement of overall transport construction and maintenance cost.

accessibility. ● Increase of construction time due to

● Open market entry in other parts of lack of experience in this project.

metro manila ● Natural Hazards

● Demand for cable car transit in tourist ● Rising cost of electricity

spot
 TOWS ANALYSIS

STRENGTH- OPPORTUNITY WEAKNESS- OPPORTUNITY

● Early investment for the initiation of ● Enlargement of capacity for a more

cost- effective yet durable and high effective means of public transport

quality cable cars in other parts of metro ● Focus largely on growing its market

manila

● Provide and promote tourist based

cable cars in every tourist spots in the

Philippines

STRENGTH- THREATS WEAKNESS- THREATS

● Not to rush things because quality and ● High level of durability and flexibility to

durability is our outmost priority adapt on hazardous events

● People/ commuters are less likely to ● Give more importance on tourist places

ride cable cars if they feel unsecured rather than urban places and densely

populated areas.
COMPETITIVE ADVANTAGES

Over the years, society has been cramming for a better type of transportation

because of the traffic congestion that causes the commuters to experience a hard

time in travelling. Being stuck in a heavy traffic is one of the commuters concern in

regards of transportation.

 THE METRO CABLE TRANSIT WILL PRIMARY TO THE URBAN

IMPROVEMENT PLAN

Mero Manila will be the first city to acquire the cable car as a public

transportation.

 ECONOMICAL STATE

In terms of Economical state, city government will provide job for metro

manila residents because of the constructing of the Metro Cable Transit. It can also

attract investors that might help to produce more construction of cable car.

 MODERN TECHNOLOGIES

Through the help of modern technologies, Metro Rail Transit Corp. arrive

with the ideas of using a cable car as an alternative transport system. The cable

cars are powered by electricity which lessen the time travel of the commuters.

Aside from that, the use of electricity can help our environment by reducing the air

pollution.
 IV. MARKETING GOALS

Numerous transit technologies have been developed for specific purposes

to provide safe, quick and efficient mobility in particular geographical areas. Metro

Cable Transit (MCT) a type of aerial transport in which passengers are transport

in a cabin that are suspended and pulled by cables.

The main goal of the Metro Cable Transit (MCT) is to serve concentrated

travel pattern in urban areas that will lessen the problem of traffic in our society.

This goal will benefit both the government and the commuters by serving the said

preposition of being safe, quick and efficient while travelling and lessening traffic.

Align with this project, we design it according to the world advocacy in going

green. One of our goal is to lessen the carbon emission of transportation vehicles.

Cable car uses electric power for its main drive, so this goal achieved the advocacy

of being green by refraining any kind of fossil pollutant or carbon dioxide.

Cable car will also serve as an attraction for tourists, taking you on

breathtaking views, a journey of discovery into some of the city’s neighborhood

that will give them the urge in promoting tourism strategy by offering a unique and

unforgettable experience.

Lastly, this will create a job opportunities for those who are in need. While

constructing this project we will need manpower in setting up our said cable car.

Once our cable car are done constructing, we will also need people to become our

employees that will serve as the means of communication in implementing our

product and will serve as the commuters guide.

 V. MARKETING STRATEGIES

MARKETING MIX

 PRODUCT MIX

If deemed feasible, the Cable Transit Company’s Cable car line construction

between North EDSA to Ayala is expected to take 8-10 months to complete.

The project is expected to be implemented through a public private

partnership with the state government and DOTR as a support along with

public stakeholders as to make this project possible.

The 3km line between North EDSA to Ayala is just a beginning feature and

is a first big step to technological advancement and a new means of

transportation. The Travel time between North EDSA to Ayala is expected

to be reduced in less than 45 minutes compared to the current expressed

journey.

 PRICE MIX

- Ticket Price is equivalent to MRT fee on the same route

- Price can fluctuate accordingly

- There is a subsidy even if the investment is not fully recovered/paid

- Awards Discount for Senior Citizens and Students

 PLACE MIX

Distribution Channel

- Materials or Technology will be bought from Europe

- First Plan is to build a Cabled Car between North EDSA and Ayala

- Second Plan is to continue with our Cable Project in the whole Metro

Manilla if the First Project was proven to be successful

Cable Station/ CCT Station

- There will be two stations on the current project

- One in Ayala

- One in North EDSA

 PROMOTION MIX

- As a project which is highly anticipated, very less advertisement

campaign will be necessary.

- As a current project that supports the “Build Build Build” (BBB) program

initiated by President Rodrigo Duterte all electronic and print media will

cover the project in prime time, public TV news as it is a very ambitious

and unique project.

- Promotional activities will be done at stations and through billboards

along the said route.

SEGMENTATION AND POSITIONING STRATEGIES

Market Segments

The Cable Transit Company, in order to express its diverse range of

markets and potential new markets defined four numbers of market segments.

Theses market segments will provide a means of making sense on the key

capabilities to its idealized markets. For example, the “Aerial Cabled Cars” will

deliver a medium to large demand and benefits to where public transportation and

traffic shall be unconstrained but will deliver a lighter demand on land and railways

means of transportation like the MRT, and PUV. Conversely it will bring high

relevance to high commuters like employees and students as the increase in

capacity and connectivity that the “Cabled Cars” will have significant benefits.

Furthermore, looking at the key capabilities that the segmented market

generates a clear “line of sight” through achieving the industry goals. This in turn

will help identify the market route for technological developments and in a more

regionally focused transportation industry.

 MIX AND CONCENTRATED TRAFFIC

Cable Transit Company focus on densely

populated areas.
  HIGH DEMAND

High Demand especially on Urban Areas

 HIGH CAPACITY COMMUTER

Intensive focus on capacity yet resilient to perturbation,

flexible and optimized.

 NEW MARKETS

Identifying and exploiting unserved needs for

transportation in some areas and reducing heavy traffic

rate on concentrated areas.

POSITIONING

METRO CABLE
PUBLIC UTILITY
TRANSIT MRT
VEHICLES
(MCT)

TRAFFIC FREE

ACCESSIBLE

CONVINIENT

AFFORDABLE

ECO- FRIENDLY

TOURSIT
ATTRACTION

SERVICE IS
CONTINUES

COMFORTABLE

We positioned our product using a graph that allows us to distinguish our

product to its competitor and establish an image on how we want to appear in our

customer, a distinct identity that we could use for our advantage, features that we

offer and others do not. This will illustrate what made our Cable Cars unique and

stand out.
VI. MARKETING ACTION PLAN

SALES AND PROMOTION

 Same price as MRT fares

 When it’s possible to run there’s a free week ride

 Giving pamphlet to the commuters to inform them in building a new kind

of transportation.

 Building a billboard

ADVERTISING/ MARKETING COMMUNICATION

 MCT website

 Social Medias (Facebook, Instagram, Twitter, YouTube etc.)

 Advertising (T.V., Radio, LED Billboard)

PUBLIC RELATIONS AND ADVOCACY PLAN

In building the MCT there should be things that need to be consider, giving

security for the passengers in riding the cable car. Promoting MCT to the

community, it will be an advantage in introducing the cable transit, the public will

be using MCT as their topic of interest and news items to provide public

consciousness. In partnership with the government it will be more recognizable

and so that the construction will be immediately done. The goal of MCT is to create

more customers and partnership with other private investors. Partnership with the

government to build a positive relationship and to produce job opportunity for the

unemployed in constructing the MTC and until it operates.

The advocacy of MCT would be giving an alternative ride for the commuters

that doesn’t want to experience traffic jam. Because of the advancement of the

technology a modern transportation has been made it does not harm the

environment and it can be a tourist spot.

 VIII. RISK ASSESSEMENT

It’s a measurement of qualitative and quantitative possible personal injury, loss

of life, industrial loss, and estate destruction come from hazards.

The main goal of the Risk Assessment (RA) for the Metro Cable Transit (MCT) is

to classify the possible disasters expected to occur in natural causes, man-made,

technical deficiency and to lessen the possibility accident.

A. Hazard Identification

Establishing cable car here in the Philippines is a new concept. Other adjacent

countries such as Singapore, Korea and China were able to successfully adopt

this kind of transportation. This cable car is cost-efficient, and eco-friendly because

it can be powered through renewable energy. Nevertheless, as a new introduction

for the commuters, it also brings dangers and risks to the public. Building this kind

of infrastructure create threats to everyone in terms of their safety while using it.

Given the nature of its design as a whole, people will tend to doubt its capability

to run if the company has not created an assurance regarding to the credibility and

reliability of the service that they will provide.

Two factors are can be attributed to the possible risk that could incur to the

public. The first one is the internal risk or technical errors which includes how the

company develop and operate the Cable car system in the country. Technical

errors are by means of miscalculations of man pertaining to the operation,

electrical fault, swaying of cable resulting in fall the passenger outside the cable.
On the other hand, external risks encompass mainly the weather and other major

calamity such as earthquake, fire, among others.

B. Vulnerability Analysis

 Earthquake – Damage to the towers, terminal station, cable car

 Weather – heavy wind can forcibly swing the cable cars.

 Fire – Damage the cable car, the terminals.

 Electrical – Cable car, Transformer and control room

 Technical – the ropeway, cable car, terminals

C. Emergency Proposals

 Assurance from the supplier that they have inspection and test

certificate.
STORY BOARD