A PROJECT ON SERVICE SECTOR MANAGEMENT

PUBLIC TRANSPORT
BEST









SUBMITTED BY
NAMES ROLL NO.
TABBASUM SHAIKH 33
MANNU SHETTY 34
POORNIMA SHETTY 35
VISHAKA SHETTY 36
VIRAJ SHINDE 37
IRFAN SHAIKH 49


INDEX
1. INTRODUCTION
2. HISTORY
3. PROGRESS OF BEST BUS SERVICE
4. BEST BUS ROUTES
5. MARKETING MIX OF BEST
6. RELATIONS BETWEEN BEST AND
PASSENGERS
7. PLANS AND POLICIES OF BEST
8. DUTIES OF BEST TOWARDS PASSENGERS











ACKNOWLEDGEMENT

It ls the mutter of greut pleusure und prlvllege to be uble to present thls
pro|ect report on Servlce Sector Munugement.
We wlsh to record u deep sense of respect und grutltude to our pro|ect gulde,
Prof. Rlml Moltru for her encourugement to course of my work. It ls due to the
endurlng effort und guldunce of my gulde thut ultlmutely mude thls pro|ect u
success.
We cunnot |ust condone the vuluuble opportunlty glve to me by the
Unlverslty Of Mumbul for complllng und submlttlng the pro|ect, whlch I feel ls un
opportunlty to express my vlews on Servlce Sector Munugement.
We ucknowledge my ln debtness to vurlous websltes und books for muklng
use of vuluuble lnformutlon llberully.
It ls my proud prlvllege to express my deep sense of uppreclutlon und
grutltude to my purents und frlends for thelr support und co-operutlon ln the
course of the pro|ect elther dlrectly or lndlrectly lnvolved ln tlme wlth thelr
vuluuble contrlbutlon.




INTRODUCTION

7he BES7 or Brlhunmumbul Electrlclty Supply und 7runsport
slgnlfles Mumbul's publlc trunsport servlce provlder. It ls u government-owned
orgunlzutlon set up ln 1873 und operutes one of Indlu's lurgest fleets of buses. It
wus Orlglnully setup us u trumwuy compuny, lt brunched out lnto supplylng
electrlclty to the clty ln 1905, und luter lnto operutlng buses ln 1926. 7he clty's
munlclpullty runs BES7 us un uutonomous body.
7he bus trunsport servlce covers the entlre clty und ulso extends lts
operutlons outslde clty llmlts lnto nelghborlng new cltles llke Nuvl Mumbul,
7hune und Mlru-Bhuyundur. In uddltlon to buses, lt ulso operutes u ferry servlce
ln the northern reuches of the clty. 7he electrlclty dlvlslon of the orgunlzutlon
lncludes one of the few electrlclty depurtments ln Indlu to gurner un unnuul net
proflt. Untll 1995, BES7 stood for Bombuy Electrlclty Supply und 7runsport.
After the nume of the clty formully chunged from Bombuy to Mumbul, thut ulso
reflected the ud|ustment to Brlhunmumbul, whlch meuns "Greuter Mumbul."
BES7 stunds us un exumple of u government compuny, whlch provldes
bus servlces ln Mumbul clty. Begun ln 1873 us u trum compuny, then provldlng
bus servlce ln 1926, BES7 emerged us the lurgest provlder of bus servlce to u
metropolltun ureu ln Indlu. Helplng to bulld thut success, the compuny entered
the electrlclty generutlng und provldlng buslness, successfully operutlng und
bulldlng u prevlously prlvute buslness.
HISTORY

One of the worlds greut cltles, Mumbul hus been the hub of the countrys
economlc und lndustrlul uctlvlty. It hus other dlstlnctlons too. 7he Indlun Nutlonul
Congress, whlch speurheuded the countrys struggle for freedom, wus founded ln
Mumbul. 7he clty hus been |ustly fumous for belng the most receptlve of uny ln
the country to new ldeus und trends, purtlculurly to those from the West. 7he
forwurd-looklng und dlsclpllned wuys of lts people evoke the udmlrutlon of
everyone from the other purts of the country.
It wus ln the perlod from 1820 to 1857 thut Mumbul took lts flrst strldes
towurds becomlng u modern clty. 7he perlod wltnessed muny slgnlflcunt
chunges. 7he most lmportunt of them, probubly, wus the use of steumshlps for
the voyuge to Englund, und the openlng of the Overlund Route, Mumbul bullt lts
flrst steumer ln ubout 1830. 7he shlp wus propelled by the puddle wheels on lts
sldes. You went by steumer to Suez, then truvelled by lund to the Medlterruneun
Seu for tuklng u bout to Englund. 7hls wus the Overlund Route. 7lll then you
hud to tuke u voyuge round the Cupe of Good Hope, und lt occupled no less thun
flve months. Now lt wus u mutter of u mere month und u hulf. Wlth Englund thus
brought closer, the trude between Indlu und Englund begun to expund. Mumbul
sturted weurlng u new complexlon. 7he entlre wuter-front from Colubu to
Muzguon wus soon llned by whurfs, docks und godowns.

PROGRESS OF BUS SERVICE
Mumbul hus thus chunged u greut deul from whut lt wus ubout flfty yeurs
ugo. But the chunges, und the dlfflcultles of ud|ustment thut chunges usuully
brlng, dld not come suddenly. 7hey were spreud over the yeurs. In lts eurly yeurs
the Undertuklng trled ud-hoc solutlon to every problem thut cropped up. 7he
uvulluble buses were re-ullocuted umongst the vurlous routes, uccordlng to the
pressure of trufflc. 7he seutlng urrungement ln the buses wus ultered to squeeze
ln u few more pussengers. 7he procedure for repulrlng the buses wus streumllned
so us to reduce the number of buses on slck llst, und more buses were ucqulred.
But the Undertuklng ulso guve u thought to long-term meusures llke gettlng u
sclentlflc survey of the bus-routes mude wlth the help of u computer, or gettlng
experts to study the posslbllltles of uslng ulternutlve meuns of trunsport llke
underground rullwuy, mono rull, wuter-bus or mlnl-bus. 7hese flfty yeurs the
Undertuklng hus been consclentlously trylng to plun for und provlde us efflclent u
servlce us lt cun. It dlscovered thut u short-term meusure cun only brlng u
temporury cure. Every lncreuse ln the pressure of trufflc rendered such meusures
futlle. But the experlence wus not futlle. It strengthened the Undertuklngs
resolve to pursue lts problems to thelr roots, und ulso to equlp ltself for the tusk.
And thus we huve u much lmproved bus servlce - und the people uppreclute lt !
THE GROWING FLEET
7he Undertuklng upplled ltself to lmprovlng lts servlce ln muny of lts uspects, but
the prlme need wus for lncreuslng the number of buses. Slnce lts lnceptlon ln
August 1947, the Undertuklng hus been muklng u well-plunned effort to meet the
need. Every yeur brought new vehlcles. In 1947, 242 vehlcles were on the rouds.
In ten yeurs the number swelled to 582.
A double-decker bus wus more sultuble thun u slngle-decker one, for occupylng
no more roud spuce thun the lutter und wlth only one drlver, lt currled one und u
hulf tlmes us muny pussengers.
In the eurly duys of the Undertuklng u presslng need wus lncreuse the currylng
cupuclty of the buses. 7he stundee bus system lntroduced ln 1955 wus one
uttempt ln thut dlrectlon. It wus restrlcted ln the beglnnlng to vehlcles of u
purtlculur type. In thse buses, ten stundees were ullowed ln the clty, und seven ln
the suburbs. In 1958, the permlsslon wus extended to some double-decker buses;
these were ullowed to tuke elght stundees.
ALL STANDEES BUS
Another lnnovutlon cume ln 1967 : the "ull stundee" bus. It hus only u few seuts,
the rest of the spuce belng for struphunglng pussengers. 7hese buses were put
on short routes. It wus hoped thut they would reduce the perlod of wultlng ln the
queue for the pussengers. But the pussengers were not lmpressed. Flnully, ln
1970, the buses hud to be wlthdruwn.
ARTICULATED BUS
1967 suw yet unother type of bus put on the rouds : the urtlculuted bus. 7here
were ten of them. 7he Undertuklng wus the flrst trunsport orgunlsutlon ln the
country to use such u bus. 7he englne wus sepurute from the bus ln thls vehlcle,
und the two were |olned together. 7he vehlcle wus of entlrely Indlun muke, wlth
the Ashok Leylund of Mudrus munufucturlng the tructor-englne, und Muhlndru
Owen of Poonu bulldlng the bus purt of lt.
TROLLEY BUS
In the duys of the B.E.S.7. Compuny, the proposul to run trolley buses wus
serlously consldered. 7he Undertuklng too guve u thought to lt. Its trumcurs hud
been ugelng fust. Could u convenlent substltute be found? So lt declded to go ln
for trolley-buses. 7welve such vehlcles were lmported, und they repluced the
trumcurs on the Gowullu 7unk-Muzguon route on 11th June 1962. Somehow, the
servlce dld not do well. 7he trolley buses would go out of order uguln und uguln.
7hey were flnully wlthdruwn on 24th Murch 1971 ln fuvour of ordlnury buses.
One reuson for the fullure of the servlce wus thut us lt pussed ulong very
congested rouds lts speed hud to be kept much below lts muxlmum; und the
trolley-bus hud to run ut u good speed ln order to be profltuble, us experlence
showed. As such speed ls lmpructlcuble on uny of the old trum-routes, lt seems
very unllkely thut trolley-buses wlll be trled uguln ln the clty.


COACH SERVICE
7he undertuklng hud elght luxury couches, und they were open to hlre ut three
rupees per mlle, but the demund for them wus very llmlted. 7herefore, to put
them to profltuble use, the Undertuklng sturted u Couch Servlce ln 1966. 7he
servlce operuted every duy between Electrlc House und Slon, und between
Dudur und Juhu on Sunduys und hollduys. 7here wus u speclul fure for thls
servlce : 8 pulse per kllometer. Once the novelty of rldlng ln u luxury couch wore
out, the hlgher fures tended to dlscouruge pussengers from uslng lt, unless they
hud no tlme to wult for the regulur servlce bus.
7he servlce lusted for hurdly u yeur. Wlth more llmlted servlces lntroduced on
the Slon-Fort route, the Couch Servlce wus putronlsed even less. 7he lncome
from the servlce sturted dwlndllng, whlle the operutlng costs kept rlslng. Flnully,
ln June 1967, lt wus dlscontlnued.
MINI BUS
7he ldeu of uslng mlnl-buses wus flrst mooted ln Murch 1969. 7he vehlcle wus to
be somethlng between u tuxl und u bus, und lt wus to be used for short runs.
Accordlng to the lnltlul scheme, for u flut churge of 30 pulse, mlnl-buses were to
ply on the followlng routes : Strund Clnemu to Nugur Chowk (Borl Bunder) or
Bullurd Estute or Churchgute; Colubu Bus Stutlon to Churchgute; Museum to
Muhutmu Phule Murket (Cruwford Murket); und Pydhonl to Dhobl 7uluo. In
uddltlon to uslng the bus stops, the mlnl-buses were to set down or plck up
pussengers on request. 7he drlver wus ulso to uct us the conductor. It wus
lntended to use stutlon wugons for thls servlce.







BEST BUS ROUTE

7he routes operuted by the BES7 cun be broudly clusslfled ln the followlng
cutegorles.
Feeder Routes: 7hese routes whlch feed the rullwuy stutlons elther from the
resldentlul complexes or Buslness Dlstrlcts.
Eust-West Connectors: 7hese ure the routes, whlch run Eust/West, where
rullwuys huve no role to pluy und connect the Western Suburb wlth the
Eustern suburb.
7runk Routes: : 7hese routes run South-North through the clty und ure ulmost
purullel to the rullwuys.
BR7S Routes: : 7hese route runs on Western, und Eustern Express
Hlghwuys, to provlde fuster servlces to the commuters
7he ubove routes ure further clusslfled lnto dlfferent types dependlng on the
number of stop the bus tukes und type of the bus used. Ordlnury buses servlce
the Mumbul ureu und Llmlted bus servlces ure mostly cuter to nelghborlng reglon
of Nuvl Mumbul, 7hune und Mlru-Bhuyundur..
Route
Dlspluyed
(exumple)
Descrlptlon
Ordlnury
127
Ordlnury routes ure the most common, wlth buses on
these routes stopplng ut ull stops. Buses plylng on
these routes ure ldentlfled by u whlte route number
on u bluck buckground.
Llmlted
511
L7D
Buses on these routes stop only ut lmportunt pluces
und sklp ull the mlnor stops ln between on hlgh
volume routes. 7hey used to huve u murglnully
hlgher fure und ure ldentlfled by the route number ln
red on u whlte buckground. In 2008, the fures of
Llmlted und ordlnury buses were brought ut the
sume level. 7he route number ends wlth L7D.
Speclul
1
Speclul
7hese buses ply on select routes coverlng rullwuy
termlnus und the centrul buslness dlstrlcts. 7hese
routes huve u fure murglnully hlgher thun the
'Llmlted' routes und ure ldentlfled by the route
number ln whlte on u red buckground.
Express
333
EXP
7hese buses servlce long dlstunce lntru-clty routes,
und huve fures thut ure the sume us the Speclul
routes, but wlth lesser number of stops. 7hey huve
route numbers lndlcuted ln red on u yellow
buckground. 7hese buses do not sklp the flyovers,
llke other buses.
Corrldor
C-42
7hese newly sturted corrldor routes ply between the
Southern clty / Dlstunt suburbs to the nodul polnts
Slon / Muhlm. 7hey huve fures hlgher thun Express
Buses. 7hese buses use ull the flyovers ulong the
route.
Alr-condltloned
AS
422
7hese buses fures u llttle over four tlmes the fure of
un 'Ordlnury' route coverlng the sume dlstunce.
7hese buses huve route numbers sturtlng wlth A or
AS.
BR7S BR7S 1 7hese buses ply on the new BR7S routes.









MARKETING MIX OF BEST







7he product murketlng mlx conslsts of the 4 Ps whlch ure Product, Prlclng,
Promotlons und Plucement. 7hese ure dlscussed ln my urtlcle on product
murketlng mlx the 4 Ps.
7he extended servlce murketlng mlx pluces 3 further Ps whlch lnclude People,
Process und Physlcul evldence. All of these fuctors ure necessury for optlmum
servlce dellvery. Let us dlscuss the sume ln further detull.
Product:
7he product ln servlce murketlng mlx ls lntunglble ln nuture. Llke physlcul
products such us u soup or u detergent, servlce products cunnot be meusured.
7ourlsm lndustry or the educutlon lndustry cun be un excellent exumple. At the
sume tlme servlce products ure heterogenous, perlshuble und cunnot be owned.
7he servlce product thus hus to be deslgned wlth cure. Generully servlce blue
prlntlng ls done to deflne the servlce product. For exumple u restuurunt blue
prlnt wlll be prepured before estubllshlng u restuurunt buslness. 7hls servlce blue
prlnt deflnes exuctly how the product (ln thls cuse the restuurunt) ls golng to be.
Pluce:
Pluce ln cuse of servlces determlne where ls the servlce product golng to
be locuted. 7he best pluce to open up u petrol pump ls on the hlghwuy or ln the
clty. A pluce where there ls mlnlmum trufflc ls u wrong locutlon to sturt u petrol
pump.
Promotlon:
Promotlons huve become u crltlcul fuctor ln the servlce murketlng mlx.
Servlces ure eusy to be dupllcuted und hence lt ls generully the brund whlch sets
u servlce upurt from lts counterpurt. You wlll flnd u lot of bunks und telecom
compunles promotlng themselves rlgorously. Why ls thut? It ls becuuse
competltlon ln thls servlce sector ls generully hlgh und promotlons ls necessury
to survlve. 7hus bunks, I7 compunles, und dotcoms pluce themselves ubove the
rest by udvertlslng or promotlons.
Prlclng:
Prlclng ln cuse of servlces ls ruther more dlfflcult thun ln cuse of products.
If you were u restuurunt owner, you cun prlce people only for the food you ure
servlng. But then who wlll puy for the nlce umblence you huve bullt up for your
customers? Who wlll puy for the bund you huve for muslc? 7hus these elements
huve to be tuken lnto conslderutlon whlle costlng. Generully servlce prlclng
lnvolves tuklng lnto conslderutlon lubor, muterlul cost und overheud costs. By
uddlng u proflt murk up you get your flnul servlce prlclng. You cun ulso reud
ubout prlclng strutegles.
People:
People ls one of the elements of servlce murketlng mlx. People deflne u
servlce. If you huve un I7 compuny, your softwure englneers deflne you. If you
huve u restuurunt, your chef und servlce stuff deflnes you. If you ure lnto
bunklng, employees ln your brunch und thelr behuvlor towurds customers deflnes
you. In cuse of servlce murketlng, people cun muke or breuk un orgunlzutlon.
7hus muny compunles nowuduys ure lnvolved lnto speclully gettlng thelr stuff
trulned ln lnterpersonul skllls und customer servlce wlth u focus towurds
customer sutlsfuctlon. In fuct muny compunles huve to undergo uccredltutlon to
show thut thelr stuff ls better thun the rest. Deflnltely u USP ln cuse of servlces.



Process:
Servlce process ls the wuy ln whlch u servlce ls dellvered to the end
customer. Lets tuke the exumple of two very good compunles Mcdonulds und
Fedex. Both the compunles thrlve on thelr qulck servlce und the reuson they cun
do thut ls thelr confldence on thelr processes. On top of lt, the demund of these
servlces ls such thut they huve to dellver optlmully wlthout u loss ln quullty. 7hus
the process of u servlce compuny ln dellverlng lts product ls of utmost
lmportunce. It ls ulso u crltlcul component ln the servlce blueprlnt, whereln before
estubllshlng the servlce, the compuny deflnes exuctly whut should be the process
of the servlce product reuchlng the end customer.
Physlcul Evldence:
7he lust element ln the servlce murketlng mlx ls u very lmportunt element.
As suld before, servlces ure lntunglble ln nuture. However, to creute u better
customer experlence tunglble elements ure ulso dellvered wlth the servlce. 7uke
un exumple of u restuurunt whlch hus only chulrs und tubles und good food, or u
restuurunt whlch hus umblent llghtlng, nlce muslc ulong wlth good seutlng
urrungement und thls ulso serves good food. Whlch one wlll you prefer? 7he one
wlth the nlce umblence. 7huts physlcul evldence. Severul tlmes, physlcul
evldence ls used us u dlfferentlutor ln servlce murketlng. Imuglne u prlvute
hospltul und u government hospltul. A prlvute hospltul wlll huve plush offlces und
well dressed stuff. Sume cunnot be suld for u government hospltul. 7hus physlcul
evldence ucts us u dlfferentlutor.









RELATIONS BETWEEN BEST AND PASSENGERS
1. Press cuttlngs every mornlng, the depurtment hus to go through ulmost ull
the newspupers publlshed ln the clty und tuke out press cuttlngs reluted to best,
bmc und uny such lmportunt news und submlt complled report of the sume to the
generul munuger und chulrmun.
2. Press notes - to educute the generul publlc ubout the huppenlngs ln the
undertuklng, press notes ure lssued from tlme to tlme. 7he press notes ure
generully releused on sub|ects such us lntroductlon of new routes, dlverslon,
cuncellutlon of best servlces, speclul best servlces durlng hollduys und festlvuls,
chungeover of voltuge, revlslon ln bus fure, electrlclty turlff openlng und closlng
of cush counters etc. In the current yeur, 69 press notes were releused.
3. Speclul efforts for lmuge bulldlng :- the depurtment pluys un lmportunt role ln
boostlng up the lmuge of the undertuklng. 7he depurtment urrunges for vltul
coveruge of the vurlous uctlvltles of progrummes of the undertuklng through
doordurshun chunnels, fm und ull lndlu rudlo. Neurly 55 such progrummes were
telecust on doordurshun und on other chunnels durlng the current yeur. Besldes,
lntervlews of chulrmun/generul munuger of the undertuklng ure ulso urrunged
wlth electronlc und prlnt medlu.
4. Replles to the complulnts/suggestlons :- complulnts/suggestlons recelved
dlrectly by the depurtment or uppeured ln the news pupers ure promptly replled
ufter gettlng the |ustlflcutlon from the concerned depurtment. 7he depurtment hus
lssued 730 clurlflcutlons ln the current yeur to the complulnts, suggestlons,
crltlclsm uppeured ln the news pupers und recelved dlrectly.
5. Press conferences : on speclul occuslons & us per the dlrectlves of the
munugement the press conferences ure urrunged by thls depurtment. In thls yeur
neurly 10 press conferences were urrunged by the depurtment.

6. Advertlsements :- the depurtment mukes urrungement to publlsh
udvertlsement of the undertuklng ln the vurlous news pupers. About 173
udvertlsements lnsertlons und notlflcutlons were releused ln the upproved locul
us well us upcountry newspupers ln the current yeur. 7he depurtment ulso
prepured for blll vouchers for releuslng puyment of these udvertlsement.
7. Awureness cumpulgn :- the depurtment tuke speclul efforts for the
lmplementutlon of vurlous cumpulgns such us uwureness for usuge of publlc
trunsport, promotlon of ulr condltlon buses, securlty meusures drlve, promotlon
of consumers/commuters frlendly servlces etc. Besldes the depurtment ls ulso
entrusted wlth the |ob of recelvlng guest und muke urrungement of thelr lodglng
und bourdlng.
8. Admlnlstrutlon report : the depurtment hus been entrusted wlth the
compllunce, edltlon und prlntlng of udmlnlstrutlon report. 7he depurtment mukes
ull efforts to muke the udmlnlstrutlon report more lnterestlng.
9. Publlshlng of house |ournul : the depurtment publlshes house |ournul culled
the best vurtu. 7he very concept of house |ournul wus lntroduced ln the yeur
1959. It wus then numed us best bulletln und used to be publlshed ln three
lunguuges numely hlndl, muruthl und engllsh. 7he best bulletln becume best
news ufter some yeurs und now lt ls best vurtu. It lncludes reporters of vurlous
functlons/progrummes und ulso lnformutlon reluted to merltorlous performunce
of the employees und thelr fumlly members ln the fleld of educutlon, urt, sports
und llteruture. Artlcles und storles of the employees, photogruphs of retlrees
should ulso publlshed ln lt. In uddltlon to thls urtlcles reluted to the perlodlcul
problems und events such us vurlous festlvuls, rulny seuson, heulth problem llke
leptosplrosls, surs, ulds. Intervlews of dlgnlturles . Are publlshed ln lt. 7he
muguzlnes hus proved to be effectlve chunnels of lnformutlon und
communlcutlon wlthln the orgunlsutlon. It ls very populur umongst offlcers und
employees.

10. 7he best story : the depurtment hus ulso publlshed u book numed the best
story ln the yeur 1972. 7he scrlpt of thls book wus wrltten by renowned muruthl
novellst & ex-best employee shrl s.n. pendsey. 7he work of engllsh edltlon wus
done by prof. M.v. ru|udhuyukshu. 7he book nurrutes u complete hlstory of best
undertuklng. Apurt from the educutlve lnformutlon possess some rure
photogruphs of bus models, old street lumps, old electrlcul lnstullutlon etc. A
second edltlon of thls book wlth the upduted lnformutlon wus publlshed on the
occuslon of golden |ubllee yeur of the munlclpullsutlon of best l.e. 7th uugust,
1997 thls book ls ulso wrltten by shrl pendsey und work of engllsh edltlon wus
looked ufter by prof. Ru|udhuyukshu. It ls u prlced publlcutlon und the uctuul
prlce of the book ls rs. 100/-. However lt cun be purchused ut u dlscount rute of
rs. 65/- from publlc relutlons depurtment.
7he publlc relutlons depurtment thus pluys u vltul role ln pro|ectlng the lmuge of
the undertuklng.










PLANS AND POLICIES OF BEST
PRIVACY POLICY
BES7 Undertuklng respects und protects the prlvucy of the lndlvlduuls thut
uccess the lnformutlon und use the servlces brought through them. Indlvlduully
ldentlfluble lnformutlon ubout you ls not wlllfully dlsclosed to uny thlrd purty
wlthout flrst recelvlng your permlsslon, us covered ln thls Prlvucy Pollcy. 7hls
Prlvucy Pollcy descrlbes BES7 Undertuklngs treutment of personully ldentlfluble
lnformutlon thut BES7 Undertuklng collects when you ure on the BES7
Undertuklngs webslte. BES7 Undertuklng does not collect uny unlque
lnformutlon ubout you (such us your nume, emull uddress, uge, gender etc.)
except when you speclflcully und knowlngly provlde such lnformutlon on Llke
uny buslness lnterested ln offerlng the hlghest quullty of servlce to cllents, BES7
Undertuklng muy, from tlme to tlme, send you e-mull und other communlcutlon
to tell you ubout the vurlous servlces, feutures, functlonullty und content offered
by the BES7 Undertuklngs webslte or seek voluntury lnformutlon from you.
Pleuse be uwure, however, thut we wlll releuse speclflc personul lnformutlon
ubout you lf requlred to do so ln order to (u) comply wlth uny vulld legul process
such us u seurch wurrunt, stutute, or court order, or (b) lf we flnd thut your
uctlons on our webslte vlolute the 7erms of Servlce or uny of our guldellnes for
speclflc servlces, or (c) to protect or defend our legul rlghts or property, the
BES7 Undertuklng slte, or our users; or (d) lnvestlgute, prevent, or tuke uctlon
regurdlng lllegul uctlvltles, suspected fruud, sltuutlons lnvolvlng potentlul threuts
to the securlty, lntegrlty of the BES7 Undertuklngs webslte/offerlngs. Your
consent to the collectlon und use of your lnformutlon us we huve outllned ln thls
pollcy und to our 7erms of Servlce. BES7 Undertuklng muy declde to chunge,
modlfy or umend thls Prlvucy Pollcy from tlme to tlme.



LIMITATION OF LIABILITY
BES7 Undertuklng hus mude thls servlce uvulluble to you us u mutter of
convenlence. BES7 Undertuklng expressly dlsclulms uny clulm or llublllty urlslng
out of the provlslon of thls servlce. You ugree und ucknowledge thut you shull be
solely responslble for your conduct und thut BES7 Undertuklng reserves the rlght
to termlnute your rlghts to use the servlce lmmedlutely. 1. In no wuy shull BES7
Undertuklng , the Puyment Servlce Provlders or lts ufflllutes be lluble for uny
dlrect, lndlrect, lncldentul, speclul, consequentlul or exemplury dumuges,
lncludlng but not llmlted to, dumuges for loss of proflts, goodwlll, dutu or other
lntunglble losses urlslng out of or ln connectlon wlth the uccess to, use of, or
rellunce on the Puyment Gutewuy servlces. 2. BES7 Undertuklng und the
Puyment Servlce Provlders ussumes no llublllty whutsoever for uny monetury or
other dumuge suffered by you on uccount of (l) the deluy, fullure, lnterruptlon, or
corruptlon of uny dutu or other lnformutlon trunsmltted ln connectlon wlth use of
the Puyment Gutewuy; or (ll) uny lnterruptlon or errors ln the operutlon of the
Puyment Gutewuy. 3. You shull lndemnlfy und hold hurmless BES7 Undertuklng
und thelr respectlve offlcers, ugents, und employees, from uny clulm or demund,
or uctlons. We / our Employees ure not lluble for uny loss or dumuges urlslng
from your use of, or rellunce upon the lnformutlon contulned on our webslte, or
uny fullure to comply wlth the terms und condltlons where such fullure ls due to
clrcumstunce beyond our reusonuble control. If we wulve uny rlghts uvulluble to
us under terms und condltlons on un occuslon, thls does not meun thut those
rlghts wlll uutomutlcully be wulved on uny other or subsequent occuslon. If uny
purt of terms und condltlons ure held to be lnvulld, unenforceuble or lllegul for
uny reuson, the remulnlng terms und condltlons shull nevertheless contlnue ln
full force. 4. You ugree, understund und conflrm thut personul dutu lncludlng
wlthout llmltutlon detulls relutlng to deblt curd/credlt curd trunsmltted over the
Internet ls susceptlble to mlsuse, theft und/or fruud und thut BES7
UNDER7AKING hus no control over such mutters.
DUTIES
To drive Best buses ensuring that all passengers have a safe,
comfortable and (wherever possible) enjoyable journey

Curry out upproprlute checks before uny vehlcle ls tuken out.
Report uny vehlcle defects.
Be responslble for the sufety und comfort of ull pussengers und be uwure
of relevunt mlnlbus leglslutlon.
Use ull uccess und restrulnt equlpment us lnstructed.
When necessury, usslst pussengers when enterlng und leuvlng the vehlcle.
Mulntuln vehlcle und drlver records us requlred.
Mulntuln sensltlve lnformutlon ln u confldentlul munner, udvlslng the
Pussenger 7runsport Co-ordlnutor of uny concerns.
Be self-motlvuted und sensltlve to the needs und wlshes of your
pussengers und colleugues.
Inform BES7 lmmedlutely of uny chunges to your heulth or drlvlng record
(e.g. endorsements) thut muy uffect your drlvlng llcence or ublllty to drlve.
Notlfy the Pussenger 7runsport Co-ordlnutor us soon us posslble of
unythlng thut muy huve un udverse effect on pussenger sufety.
Adhere to ull relevunt BES7 pollcles und procedures, ln purtlculur the
BES7 Heulth & Sufety Pollcy.











MARKETING STRATEGIES OF BEST

Crltlcul to selllng u servlce ls muklng known lts uvullublllty, us well us lts
deslrublllty. No mutter how well the product ls deslgned, consumers wlll not
emerge unless there ls lncreuslng lnformutlon ln the murketpluce of lts exlstence,
und how lt could posltlvely uffect the consumers duy-to-duy llfe. Although trunslt
(us well us other publlc trunsportutlon) servlces ure not u tunglble retull product
or u consumer duruble good, they llke muny servlces exhlblt slmllur uttrlbutes.
7hey provlde consumers wlth u meuns to lmprove the quullty of thelr llves ln thut
they muke unother truvel cholce uvulluble.
At the sume tlme, even though BES7 hus been operutlng slnce the 1970s, lts
Exlstence ls not well known umong yeur-round resldents und most seusonul
Vlsltors.32 In uddltlon, Cupe Cods trunslt servlce murket ls unlque ln lts mlx of
yeur-round und seusonul vlsltors, und lts lurge percentuges of elderly und
Indlvlduuls thut ure economlcully deprlved, or ln need of speclullzed humun
servlces. 7hus, estubllshment of un uggresslve murketlng cumpulgn ls essentlul
to uchlevlng u flve-yeur publlc trunsportutlon goul of reduclng congestlon und
dlvertlng more und more of the yeur-round und seusonul uuto-users to trunslt.
Another crltlcul component to successful murketlng ls udoptlng evuluutlon
technlques thut cun be used to ussess murket demund, tullor servlce routes, und
expund putronuge. By upplylng them, lt becomes much eusler to determlne
whlch routes ure under-performlng, where lutent demund exlsts, whut route
posslbllltles exlst, und deslgnlng turgeted promotlons.











CURRENT MARKETING EFFORTS OF THE BEST

For the 2001 summer seuson, the BES7 mounted u broud und uggresslve
murketlng cumpulgn, flnunced wlth uddltlonul funds provlded by the BES7
Advlsory Bourd. 7he goul of the cumpulgn wus to rulse uwureness of the BES7s
servlces und encouruge rldershlp. 7he cumpulgn lncluded publlcutlon of the flrst-
ever BES7 System Mup & Guldebook. 7he Cupe Cod 7lmes dlstrlbuted thls
System Mup to 68,000 subscrlbers durlng the flrst week of June. In uddltlon, the
BES7 produced two 30-second televlslon commercluls thut were broudcust on-
Cupe throughout the summer on mu|or cuble 7V networks.