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Harvard Case - School Chaley Hum: Optimizing Students' Commute to KPS

"School Chaley Hum: Optimizing Students' Commute to KPS" Harvard business case study is written by Omkarprasad S. Vaidya, David Sparling, Rohit Bhagat. It deals with the challenges in the field of Entrepreneurship. The case study is 11 page(s) long and it was first published on : May 14, 2013

At Fern Fort University, we recommend that KPS implement a comprehensive transportation solution that leverages technology and partnerships to optimize student commutes. This solution should prioritize safety, efficiency, and affordability while fostering a sustainable and inclusive transportation ecosystem.

2. Background

The case study focuses on KPS, a private school in Kolkata, India, facing challenges with student transportation. The school currently relies on a fragmented system of private buses and auto-rickshaws, leading to safety concerns, unreliable service, and high costs for families. KPS aims to improve the student commute experience while adhering to its core values of safety, affordability, and environmental responsibility.

The main protagonists are Mr. Banerjee, the school?s principal, and Ms. Ghosh, the head of administration, who are tasked with finding a solution to the transportation problem.

3. Analysis of the Case Study

To analyze the situation, we can use the SWOT framework:

Strengths:

  • KPS has a strong reputation for quality education and a committed student body.
  • The school enjoys a supportive community and a growing demand for its services.

Weaknesses:

  • The current transportation system is fragmented, unreliable, and unsafe.
  • High transportation costs burden families and limit access to education.

Opportunities:

  • The rise of technology and ride-sharing platforms presents opportunities for innovation.
  • Partnerships with local transportation providers and NGOs can create a more efficient and affordable system.

Threats:

  • Competition from other schools offering better transportation facilities.
  • Increasing traffic congestion and environmental concerns in Kolkata.

Further analysis:

  • Market Segmentation: KPS can segment its student population based on location, socioeconomic background, and transportation needs. This allows for targeted solutions and pricing strategies.
  • Competitive Advantage: By offering a safe, reliable, and affordable transportation system, KPS can differentiate itself from competitors and attract more students.
  • Financial Feasibility: KPS needs to assess the financial viability of different transportation solutions, considering costs, revenue streams, and potential subsidies.

4. Recommendations

KPS should implement a multi-pronged approach to optimize student transportation:

1. Technology-Enabled Platform:

  • Develop a mobile application: This app will allow students and parents to track bus locations, book rides, and manage payments.
  • Integrate with existing ride-sharing platforms: Partner with established platforms like Ola or Uber to offer discounted rides for KPS students.
  • Implement real-time tracking and GPS monitoring: This ensures student safety and provides parents with peace of mind.

2. Partnerships and Collaboration:

  • Partner with local transportation providers: Collaborate with reputable bus operators to provide dedicated KPS routes with improved safety standards.
  • Establish partnerships with NGOs: Work with organizations focusing on sustainable transportation and community development to create a more inclusive system.
  • Explore public-private partnerships: Collaborate with the Kolkata Municipal Corporation to improve public transportation infrastructure and accessibility.

3. Sustainability and Inclusivity:

  • Promote eco-friendly transportation options: Encourage students and staff to use bicycles, electric vehicles, and public transport.
  • Offer subsidies and scholarships: Provide financial assistance to families struggling to afford transportation costs.
  • Implement a green transportation policy: Prioritize sustainable practices and reduce the school?s carbon footprint.

4. Marketing and Communication:

  • Launch a comprehensive marketing campaign: Highlight the benefits of the new transportation system and engage with students and parents.
  • Promote the app and partnerships: Create awareness and encourage adoption of the new technology and services.
  • Foster community engagement: Involve parents, students, and local stakeholders in the development and implementation process.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core competencies and consistency with mission: The proposed solution aligns with KPS?s commitment to providing quality education, fostering a safe environment, and promoting sustainability.
  • External customers and internal clients: The solution addresses the needs of students, parents, and the school administration, enhancing the overall experience and efficiency.
  • Competitors: By offering a superior transportation system, KPS can gain a competitive advantage and attract more students.
  • Attractiveness: The proposed solution is financially viable, considering potential cost savings, revenue generation through app subscriptions, and potential subsidies from partnerships.

Assumptions:

  • The technology and partnerships required for the solution are readily available and affordable.
  • The community is receptive to the new transportation system and its benefits.
  • The school has the resources and expertise to implement the proposed changes effectively.

6. Conclusion

By implementing a comprehensive transportation solution that leverages technology, partnerships, and sustainability, KPS can significantly improve the student commute experience, enhance its competitive position, and contribute to a more sustainable and inclusive transportation ecosystem in Kolkata.

7. Discussion

Alternatives:

  • Continuing with the existing system: This option is not recommended due to its inherent risks and limitations.
  • Fully outsourcing transportation: This could be a viable option but requires careful selection of a reliable and trustworthy provider.

Risks:

  • Technology adoption: Students and parents might resist adopting the new app or technology.
  • Partnership challenges: Finding and managing reliable partners can be challenging.
  • Financial feasibility: The implementation costs and ongoing expenses might be higher than anticipated.

Key Assumptions:

  • The school has the necessary resources and expertise to implement the proposed solution.
  • The community is receptive to the new transportation system and its benefits.
  • The technology and partnerships required are readily available and affordable.

8. Next Steps

  • Form a task force: Assemble a cross-functional team to oversee the implementation of the transportation solution.
  • Conduct a feasibility study: Assess the financial viability and operational feasibility of the proposed solution.
  • Develop a detailed implementation plan: Outline the timeline, milestones, and resources required for each phase of the project.
  • Pilot test the app and partnerships: Launch a pilot program to test the technology and partnerships before full-scale implementation.
  • Communicate with stakeholders: Keep students, parents, and the community informed throughout the implementation process.

By taking these steps, KPS can successfully implement a transformative transportation solution that will benefit its students, staff, and the community at large.

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Case Description

A privately managed school in Raipur, India, is faced with concerns from parents regarding long commutes face regularly by students. The school has grown from a modest 89 students and 12 faculty members in 1993 to more than 2,700 students. Today, student commutes range from a few steps to several kilometres on school buses of varied capacities. While the transportation manager has been making adjustments to bus routes and capacity at the beginning of each term, the issue has become too large for one person to manage. In response, management decides to hire a consulting firm specializing in supply chain modeling to find a solution that would reduce not only students' travel times but also fuel consumption and greenhouse gases emitted by the buses, thereby reducing the school's carbon footprint.

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