Business Study and Analysis of Ola

BUSINESS STUDY & ANALYSIS OF OLA
“ BUSINESS STUDY AND ANALYSIS OF OLA ”
A Project submitted to the Khallikote Auto. College in the

partial fulfillment of the requirement for the award of the
degree of
Bachelor in Commerce
By
SUBHALAXMI DAS
+3 Final Year Commerce

Exam Roll No : 011703CM359
Under the Guidance and Supervision of
ASST.PROF. ANITA KUMARI PATRA
PG Department of Commerce
Khallikote Auto. College, Berhampur
PG DEPARTMENT OF COMMERCE
KHALLIKOTE AUTO. COLLEGE, BERHAMPUR, 760001
SESSION 2017-20
1
KHALLIKOTE AUTO. COLLEGE (2020)
CERTIFICATE
This is certifying that Miss Subhalaxmi Das, a

student of B.COM final year in khallikote Autonomous College,
Berhampur, bearing Exam Roll no. 011703CM359, has worked
a project on “Business Study and Analysis of OLA” under the
guidance and supervision. This project report has the requisite
standard and to best of my knowledge no part of it has been
reproduce from any other project, monograph, report or book.
PLACE : BERHAMPUR
2
DECLRATION
I hereby declare that, this project work entitled “business

study and analysis of OLA” is my work, carried out under the
guidance of my faculty guide. The project work is being submitted
by me alone, at the khallikote autonomous college, Berhampur for
the partial fulfilment of the course B.COM (hons). This report
neither full nor in part has been submitted for award of any other
degree of either this college or any other colleges.
Subhalaxmi Das
Roll no 011703CM3
3
ACKNOWELDGEMENT
I owe my deepest gratitude to for being very

supportive and guiding me throughout the assignment and
helping me completing the project report on time, for partial
fulfilment of 6th semester commerce. I’d also like to thank Mr.
Pravat Sahoo, OSE-I, our esteemed HOD, PG department of
COMMERCE, for letting me do my project of interest and for
being supportive. I must not forget to thank “GOOGLE”, for the
contents and knowledge of previous works on the topic which
helped me immensely and also for the images which made my
contents more understandable. Last but not the least, my friends
who helped and provided me enough encouragement to choose
such a topic and complete.
Signature of the student

Roll no.011703CM359
4
PREFACE
A project on business analysis of OLA has many

advantages for the different categories of users. Some of the
important features of OLA services are helping people through
use of internet and making them available cabs from their
current location to their destination place. The project report
contains how OLA operates their service portal and various
useful services rendered to unknown customers through the use
of OLA app and a strong internet connection.
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CHAPTER 1 8-15
ITRODUCTION
I ITRODUCTION 8
II TAXI SERVICE IN INDIA 9
III OLA SERVICE 10
IV OLA COMPANY PROFILE 11
V ABOUT THE FOUNDERS 12
VI OLA BUSINESS MODEL AND REVENUE MODEL 13
VII OLA STARTUP CHALLENGES 14
VIII OLA GROWTH 15
CHAPTER 2 16-28
OVERVIEW OF LITERATURE
I ITRODUCTION 17
II OVERVIEW 19
III CHAT OF OLA V/S UBER 21
IV OPERATIONS RESEARCH OR IN TAXI AGGREGATOR INDUSTRY 22
V LITERATURE REVIEW 25
VI ANALYSIS 26
VII OLA CABS 26
VIII UBER 27
CHAPTER 3 29-33
MARKETING STRATEGY OF OLA CAB
SEGMENTATION, TARGETING, POSITIONING IN THE

MARKETING STRATEGY OF OLA CAB-
I STRATEGIC ACQUISITIONS 31

II PROMOTIONAL STRATEGY 32
CHAPTER-
4 34-44
RESEARCH METHODOLOGY
I BRAND AWARENESS 34
II CUSTOMER SATISFACTION 35
III STATEMENT OF THE PROBLEM 36
IV RESEARCH METHODOLOGY 36
V OBJECTIVE OF THE STUDY 37
VI HYPOTHESIS 37
VII DATA ANALYSIS AND RESULTS 37
VIII CUSTOMERS ARE SATISFIED TOWARDS OLA CABS 40
IX FINDINGS 41
X CONCLUSION 42
XI LIMITATIONS OF THE STUDY 43
CHAPTER-
5 45-48
DATA ANALYSIS AND INTERPRETATION

CHAPTER-
6 49-51
CONCLUSION
BILIOGRAPH
I Y 52
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Chapter-1
Introduction:
Managing and growing a successful startup is ripe with challenges from all sides – from
keeping employees and investors happy, to raising money and constantly improving your bottom
line Not every start-up is bound for success. In actuality, getting money from an investor is no
easy feat, but when you know what states are the most investor friendly, what investors are
looking for and how to build a powerful team around your organization -- then you are much
more likely to find start-up success. Ola Cabs, more popularly known as Ola, is just like any
other marketplaces online, but more specifically into providing Taxi services. Ola, which started
as an online cab aggregator in Mumbai, now resides in the Silicon Valley of India a.k.a.
Bangalore, and is also known to be one of the fastest growing businesses in India, out-beating its
competitors Uber & Meru. Coming back to the man behind Ola; simple yet charming Bhavish,
with the success of his prodigy has certainly become the talk of the town. But even after
becoming a millionaire, he still prefers to not buy a car and take a cab (to set an example, we
presume), certainly doesn’t goes down well with his wife. He believes that, such is a small price
that every entrepreneur has to pay.
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Taxi Services in India:
The middleclass population in India rose from 15 million in 1991 to160 million in
2011. This segment with its increasing disposable income started demanding and has been
willing to pay for better services across sectors including private and public transportation. Rapid
economic growth coupled with huge infrastructure development rigorous effort from Ministry of
Tourism to project India as travel destination and emergence of Business Process Outsourcing
(BPO)industry has given a huge push to the car rental industry in India. Till2003, the point-to-
point taxi market in India’s big metropolitan cities was completely unorganized. It was served
either by unorganized, inconsistent and somewhat expensive private operators or by state
government controlled prepaid taxis offering a standardized but low Quality service. But in 2003
the Radio cabs business emerged as one of the fastest growing businesses in the Indian
transportation sector with Delhi-based Mega Corp setting the wheels rolling under the Mega
Cabs brand in cities such as Bangalore, Mumbai, Calcutta, Chandigarh, Ludhiana and Amritsar.
Today, 15,000 plus professionalized air-

conditioned taxis are available to customers in 6 big cities in a largely reliable, convenient and
affordable manner.
Ola – Services:
Ola has super simplified the process of cab booking. From easy payment options to
keeping the passenger entertained on the go with 'Ola Play', Ola takes care of all to ensure a
smooth ride. Ola now also offers self-drive cars. Besides, be it for self-drive or as cab, Ola
offers a wide range of cars to choose from depending on the number of travelers, budget
and convenience. For traveling within the city, apart from cabs, one can also hire shared taxis,
auto, bike and even e-rickshaws through Ola.
One can opt for ‘Ola Outstation’ to travel outside the city and ‘Ola rentals’ to rent a cab on an
hourly basis.
Ola has also launched ‘Ola Select’, a subscription-based membership program that offers
premium benefits on rides.
In 2016, Ola launched ‘Ola Corporate’. Through Ola Corporate while employees can easily
book their rides, the fare is deducted from a company’s Ola Corporate prepaid account. Through
Ola Corporate, any company can easily track the travel expenses of its employees while also
ensuring their safety.
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Ola Pedal, Ola’s bicycle-sharing service is already a big hit in IIT Kanpur and IIT Madras
campus with over 500 cycles.
Ola also introduced Ola Money. The products offered under Ola Money are Ola
Money Credit card, Ola Money postpaid, Ola Money mobile wallet and Ola Money
Hospicash. Ola Hospicash is a collaboration between Ola and Religare Health Insurance and
allows the policyholders to claim Rs 5000 per day in case of hospitalization.
Ola operates with a lot of transparency. The Commission is given to drivers per sale made. It is
pocket-friendly as their charges are far much less than any other cab operators its acquisition of
Food Panda in December 2017, Ola also forayed into the cloud kitchen segment.
Ola launched India's first multimodal electric vehicle project on 26th of May, 2017.
The project brought together industry and government to pioneer electric vehicles for public and
shared mobility in Nagpur. Ola is providing 200+ electric vehicles
for booking in Nagpur through its app. Established as a separate entity, Ola Electric Mobility Pvt.
Ltd also reached unicorn status with $250 million investment form SoftBank in July 2019.
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Ola – Company Profile:
Founded in 2011, Ola is one of the largest ridesharing companies in the world. Ola relies on
advanced technology that acts as a bridge between taxi owners and customers. The company
utilizes a hyperlocal approach to its business, which has been instrumental in providing
affordable and 24/7 mobility to millions of customers.
Ola offers a wide range of options to customers, everything from cabs, taxis, shared cabs, auto,
e-rickshaws, and luxury cars. Ola rides come with advanced security features, which ensure the
safety of passengers. In-cab entertainment options, cashless rides and Ola credit have made this
cab aggregator a popular choice for customers.
History:
The idea for Ola came to co-founder Bhavish Aggarwal when he had a harrowing
experience with car rental services. Bhavish had started his tours and holidays business and on a
business trip, he had rented a car to travel from Bengaluru to Bandipur. Once the car had reached
somewhere around midway, the driver started demanding more money for the trip. When
Bhavish did not agree, the driver left him route to his destination.
This is when Bhavish realized how bad the situation was for people who wanted to use car rental
services in India. He also realized the huge potential that was there in the car rental business.
This inspired him to change his tours and holidays business into a cab booking service. In 2010,
Ankit Bhati joined Bhavish in the initiative and they launched Ola Cabs in 2011. Ola currently
operates in more than 110 cities and has driver-partners in excess of 10 lakh. Its fleet has more
than 9 lakh vehicles that serve millions of customers every day.
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About the Founders:
Bhavish graduated from IIT Bombay with a B. Tech in Computer Science in the year 2008.
Bhavish Aggarwal has worked for Microsoft research, Bangalore for two years right after college.
There, he passed two years with filing 2 patents and 3 research publishing in international journals.
While trying to chase his dream of entrepreneurship, he started an online company to sell short
duration tours and holidays online before changing that into Ola Cabs. Bhavish Aggarwal is now
the CEO of Ola. As of 2022, Bhavish's personal net worth is estimated around $500 Million.
Ankit Bhatia is the cofounder of Ola and heads the technical aspects of Ola Cabs, ensuring
a quick, convenient and instinctive experience for the customers and partners. He joined IIT
Bombay in 2004 for B tech in Mechanical Engg and MTech in CAD and Automation. By 2009
he had already worked on several freelance projects and startups like Wilcom, QED42 etc. and
finally decided to give up his nomadic professional life for a start-up of his own. He joined the
Ola cabs journey in November 2010.
After the idea, the design and vision were done by Usha Loutongbam, product manager and
Bhavish himself. As for the developers who converted these ideas into reality: The first version
for Android was built by Ajinkya Potdar and for iOS by Khushal Bokadey. Both of them joined
the company for two months of internship and did an excellent job rolling out the release in real
quick time. After that the iOS app was taken over by Atul Manwar and android by Ankit Kumar
and backend APIs by Neeti Birla. The main focus of the new releases is to make the app feature
rich while constantly improving the user experience and yet not losing the essence of one touch
cab booking.
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Ola - Business Model and Revenue Model:
Ola's business model works on a simple concept. OLA acts as a facilitator in

providing cab-booking services. Customers can book their cabs through the app. OLA does
not own any of the cabs. Only those drivers with valid permits duly authorized and verified
by transport authorities can sign up with OLA and they could be either self-employed or
work for an operator who owns multiple cars. Just like how we use the OLA App, the drivers
get access to a driver mobile app on their Smartphone once they register with OLA. This is
done only after a thorough check of authenticity and conducting due diligence of commercial
papers and personal papers of driver and operator. The drivers have flexibility to decide their
own time to login to OLA Application and accept requests for rides from customers. They
may choose to remain logged out of the system as per their convenience. Ola takes a
commission of an average 15% on all the booking done through the app.
Ola consider the following factors to create the

final bill for the user:
1: Base Fare- Charged Flat
2: Distance Fare- Charged Kilometer Wise (different for different cities)
3: Ride Time Fare- Charged time taken to travel
4: Peak Pricing- Direct Ratio depending on demand for cab
5: Service Tax- 5.6 %
6: Swachh Bharat Tax- 0.2%
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7: Toll Charges- Toll Collection in case you cross Toll Junction on roads
Ola - Startup Challenges:
Initially, the founders had to face many challenges. They worked long hours and sometimes
Ankit had to code for 48 hours straight. Sometimes they have had to drive the customer to their
desired locations because the drivers had not shown up. But this does not dampen their spirits.
They worked day and night and people started liking their services. They started getting famous
quickly for the services they provided at such a low rate. The twist in their story happened when
angel investors Rohit Bansal and Kunal Bahl invested Rs 2 crore in their business. This gave
them an initial push and since then there was no looking back for the company.
As much as Ola wanted to meet the needs of the customers by scaling up to different cities, each
city faced its own infrastructural challenge. The app required the use of the 2G network. The
team had to design an app that could accommodate network connectivity in smaller towns.
Ola – Growth:
In 2010, the Ola founders identified a serious gap in Mumbai. Cabs used to be idle. Cab
operators charged very high irrespective of the distance to compensate for the time they stayed
idle. Poor services and delays were treated as an obvious thing. In 2011, they could make 10
bookings in a day. In October 2015, they booked 700,000 daily rides. They thought of piloting
tracking devices in each cab but let go of the idea in January 2012. In April 2012, Ola expanded
its operation in Bangalore and Delhi. Ola has covered an interesting journey from being nothing
to being a company that provides a livelihood to thousands of people. Today,Ola has become a
part of people’s everyday life in many cities.
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Talking about figures, in FY 2019, Ola Cab's operational revenue increased to Rs 2543.63
crore from Rs 1847.53 crore in FY18. While the company's losses decreased from Rs 2842.26
crore in FY18 to Rs 2592.92 Crore in FY19. Ola is also in talks with Microsoft and is
expecting to raise $150-200 million from the tech giant soon. As revealed by Ola CEO
Bhavish Aggarwal, the company is planning to launch
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CHAPTER -2
OVERVIEW OF LITERATURE
Operation analytics: Uber and ola logistics optimization

Rashi Goel, Pushti Jain, Rajat Singhal, Riddhi Jhunjhunwala, Ritika Doshi
Student, SVKM's Narsee Monjee Institute of Management Studies, Mumbai, Maharashtra
ABSTRACT
Uber and Ola both are one of the most fastest growing firms in the taxi aggregator industry.
However, both run through very different operations and working logistics in terms of driver
and rides, route optimization, area connectivity, and availability. With this paper, we aim to
draw a comparison between daily working and logistics optimization of both Uber and Ola, so
as to understand the workings and the shortcomings of both the firms on whole. For this
purpose, we have used mathematical and analytical tools of operations research.
Keywords— Uber, Ola, Logistics optimalization, Route optimization, Operations research
1. INTRODUCTION
Operational research (or) is an analytical method of troubleshooting and decision-making which

is useful in managing organizations. In operational research, problems are divided into basic
components and then resolved in the steps defined by mathematical analysis.
Uber Technologies Inc. A peer-to-peer ridesharing, taxi cab, food distribution, bicycle-sharing,
and transport network company (headquartered in San Francisco, California) with operations in
785 metropolitan areas worldwide (operating in the form of recovery) TNC.
[1]. Its platforms can be accessed through its websites and mobile apps. Uber has been prominent
in the shared economy, so as a result changes in industries are called Uberisation. Renters have
been quoted as saying that they will pay before the ride request.[8] Uber uses dynamic pricing
model; Prices vary by estimated time and distance, depending on the time of the day and the time
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of the ride, depending on the supply and demand for the ride. [9] At the end of the ride, the rider
is paid on the pre-selected preference, which can be Google, file, Google Pay, Apple Pay, cash,
or credit card in India, Airtel Mobile Wallet [10] Or integrated payment interface.
By March 2021, Uber's market share in the United States was 73% as per the second
measure, according to an analytics platform, based on credit card data. Uber calculates its market
share between 70% and 72% internally in the United States. In March 2018, there were 41.8
million users in the United States of America.
Ola Cabs (styled as OLA), is an Indian origin online transport network company
developed by ANI Technologies Private. Ltd. By April 2017, the value of the Ola was $3 billion.
[3] [4] Ola Cabs was founded on December 3, 2010, in Mumbai as an online cab aggregator, and
now it is located in Bangalore. By 2018, the company has expanded into 169 cities network of
more than 1,000,000 vehicles. In November 2014, Ola got a variety to include an auto rickshaw
on a trial basis in Bangalore. [5] After the testing phase, Ola Auto expanded from December
2014 to other cities like Delhi, Cuttack, Pune, Chennai, Hyderabad, and Kolkata. In December
2015, Ola expanded its auto services in Lucknow, Bikaner, Kota, West Bengal, Mysore,
Chandigarh. Indore, Ahmedabad, Jaipur, Guwahati, Vijayawada, and Visakhapatnam. In January
2018, Ola expanded to Australia's first foreign market and eventually planned to run a service in
Sydney and Melbourne - arrived in Perth in late February. [6] In September 2018, OLA also
announced the expansion of its business by starting operations in New Zealand.
The lowest reciprocal option is available for Rs. 8 per kg and Rs. 35 and the base price
of Ola Mini is for the rent of Rs. 12 / km and Rs. 49 (for rates in Pune city). Customer experience
- Recover hands down the ways in which they treat their riders are far from light years compared
to hail. Drivers - then it gets recovered.
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Benefits of recovery and rehabilitation in India:
1. The biggest advantage of Ola / Uber is that it is convenient. A few simple steps on your
mobile app and you are good to go.
2. Low price. Usually, the cab prices are equivalent to normal taxi prices which makes it the first
choice of the consumer.
3. Easy travel. When you are paying almost the same amount, why not travel in an air-
conditioned cab.
4. Option. Want to travel in style, book the SUV or Ola Lux? For those who are not aware of Ola
Lux, you can book BMW, Mercedes, Jaguar or any such luxury car for your trip. Book alone, a
book on a budget, lower pool or wet stock book. It is sure that the shots are cheap after your
black and yellow cab.
5. Revenue for Government. Everything is computerized. Billing, payment, etc. So you have to
pay service tax at any cost.
6. Employment Opportunities There are many people who are able to earn their side income by
just applying a driver to run their car. And the driver who had no fixed source of income
2. OVERVIEW
Transportation industry in India has transformed over the years in terms of infrastructure,
and preferences of consumers. In particular road transportation, has witnessed major changes and
improvisations to ensure secure & hassle free commute from one place to another. In fact, at
present, it is one of the fastest developing urban infrastructures in India. According to a report
published by IBEF, ‘India has the 2nd largest road network in the world that spans a total of
4.87 million kilometers and Indian roads facilitate the transport of over 60 percent of all goods
and 85 percent of total passenger traffic’. The IBEF report further states that the Indian
government has developed a seven-phase program called the ‘National Highway Development
Project (NHDP)’ assigned with the National Highways Authority of India (NHAI), for
development of National Highways across the country.
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The road transportation segment in India is now being disrupted by several on-demand
cab aggregators and commuting services that provide quick, easy, and affordable transport
options to customers based on their individual requirements.
The organized taxi sector in India grew exponentially as it was funded by the big
investors. According to a survey by TechSi Research Indian taxi market values at around $6.4
billion, and is forecasted to grow at a CAGR of 13.7% during 2017-2022 reaching $14.3 billion.
This increase in demand of taxis can be attributed to a lot many factors such as
increasing disposable income of consumers, changing the lifestyle of travelers, the growth of urban
population, high traffic on other public transportations, mostly in Tier-I and Tier-II cities, et cetera.
The supply of taxis wasn’t able to meet the high demand, hence shortage implying towards the need
for a breakthrough in this market and the opportunities left unutilized. All these factors lead to the
transformation of this market and allowing taxi aggregators such as OLA and UBER.
The taxi market in India was highly fragmented and unorganized, which comprised of
individual car owners and small-scale agencies operating in different cities around the country.
The organized Indian Taxi market can be classified into three major segments:
Owners- EasyCabs, MERU

Affliators- Savaari, taxiGuide.in
Aggregators- OLA, UBER
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CHART OF OLA V/S UBER
Ola and Uber had a customer acquiring spree in India since the past few years because of
many reasons such as inadequate public transport system of the country, the ambiguous law of
our country and low car ownership.
3. OPERATIONS RESEARCH
Operations research, developed by British military forces during the Second World War is
a unique approach to quantitative analysis and decision science. It follows a set of structured
procedure which starts with the formulation of a problem then making assumptions, then the
collection of data takes place followed by the optimal solution to the problem and then its
interpretation and implementation. OR has been widely applied in today's world as with the limited
sources available the need of the most optimal solution has increased. The tools and scientific
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approach of OR can be applied in various industries such as manufacturing transportation,

telecommunication, financial markets, et cetera.
Now a lot many approaches of OR has been formulated and defined so as to define the
best course of action for various industries, some of the approaches are:
Objective-oriented approach
Scientific approach
Decision-making
Computerized
Inter-disciplinary approach
OR in taxi aggregator industry
Operations of Ola and Uber majorly is to allocate and dispatch their respective fleets in a
way to the incoming request from customers that allows them to make maximum profit.
Operations research is the most useful approach to curb this problem as it calculates the most
optimal way to allocate the limited sources, hence the methodology and approach of operations
research are widely applied in this taxi industry. In today’s on-demand economy where there’s
logistics of people, food, courier packages et cetera taking place, the allocation has to be done in
the most optimal way. The status quo has been abysmal in this industry.
Ola and Uber with their route optimization are reigning in the taxi industry,
developments are done in operations research since the Second World War has allowed these
service providers to operate the entire fleet as one centralized system. The system gathers the
data and delivers the route with multiple pickups and drop-offs intertwined. OR is widely applied
in the taxi market of India as it efficiently curbs the problems of this industry in our country.
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4. LITERATURE REVIEW
Route optimization is finding the shortest total riding time, given a fleet of cars and a
number of orders with their constraints. This is likewise referred to as the Vehicle Routing
Problem. Each picture in time may be considered a routing trouble that we solve for, the results
of which become the updated commands for the fleet. It considers all of the statistics and can
provide you with routes for drivers that consist of more than one pickups and drop-offs
intertwined. More importantly, it allows the entire fleet to perform as one centralized system. It
considers each passenger with its precise pickup and drop-off places individually. Because the
routing problem is known to emerge as exponentially more hard with size, the extra passengers,
the extra automobiles, the extra complicated actual-world scenario is, the clearer it becomes that
simple heuristics aren't good enough. (Kuo, 2016)
Scheduling is an allocation of resources to jobs over years to carry out a group of activities.
In a very competitive environment, effective scheduling has grown to become crucial for survival
within the marketplace vicinity. Scheduling leads to use of resources in an efficient way. The productivity
of human sources is another performance metric. Comparison of real versus planned time to determine
the providers’ manufacturing performance, ability ranges, and service delivery cost. The way orders are
generated and scheduled determines the performance of downstream activities and carrier capacity.
Order processing has an important effect on the patron’s notion of service and purchaser pleasure.
Improvement in order processing has a great effect on sales.
Services have sure problems like trouble in reaching standardization and designing
carrier and shipping approaches. Service is a process. A system cannot be controlled if its
performance cannot be measured. Any performance degree has to maximize effectiveness and
efficiency. (G. Venkatesh, 2015)
The company produces what many reasonable observers could outline as a controlled labor force.
Drivers have the liberty to log in or sign off of work at will, however, when they’re on the line, they
are closely monitored. The platform redistributes management functions to semi-automated
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and algorithmic structures, in addition to consumers. Algorithmic management, but, can create
ambiguity around what's anticipated of people — and who's sincerely in rate. Uber has full
strength to unilaterally set and alternate the fares that passengers pay, the prices that drivers are
paid, and the commission Uber takes. Drivers are alerted to surging zones through map
visualization, which indicates where in the call for and fares will temporarily see an upward
thrust, by means of a value that would range from 1.5x-9.5x. (Rosenblat, 2016)
It is found from the study that each one the three factors chosen for the study, i.e.,
price consciousness, coupon redemption behavior, and innovativeness are influencing the
customers in their selection of cab offerings. Price consciousness and coupon redemption
behavior are found to be related and their relation is noted to be significant. There is stringent
competition inside the cab offerings industry and so, the organization wants to attract customers
through coupons. The modern consumers are innovative as well as price sensitive, thus, coupon
redemption enables for patron retention. (Dr. P. Kishore Kumar, 2016)
Ola has a visible first-rate growth inside the taxi marketplace quarter. There is clearly no
looking back for Ola. Revenues of Ola has accelerated almost 10 folds during the last four years.
Today, its one of the biggest cab service provider. Ola has successfully executed public help and
has created a buzz about its logo inside the marketplace. Furthermore, if a few greater
technological development is finished at Ola then the purchaser base may be increased by
presenting better experience to the consumer. Ola now has shifted its recognition on target
markets and is targeted on providing a preferred carrier to the people inside the target market.
The economic segregation depending upon the income group and requirement of the human
beings is nicely appreciated. On one hand Ola promotes its brand by using conventional methods
and on the other hand, it additionally makes use of the modern-day techniques of advertising. At
the same time, it does not neglect its social safety, creating social recognition and selling acts of
humanity. The key element in making Ola a hit emblem is the efficient and quick accessibility.
So OLA has been and maybe a brilliant generation platform for transportation and offering
flexible alternatives of reserving and charge to clients and flexible timings and centers to drivers.
(Dr. Ashok Kumar Panigrahi, 2018)
24
India’s foremost attractiveness lies in its marketplace length and accelerated shopping strength
resulting in uplifting lifestyles. On the other hand, Indian clients are clever, very demanding and
rather price-sensitive without a brand loyalty; handling such marketplace isn't an easy
assignment. Companies have to continuously be on their feet and keep designing new
programsto allure the clients. OLA and UBER must optimize their charges at all ranges; be greater
customer-centric & goal oriented; modern; immune to changes of the government regulation and
particularly impress their clients as the client is the king’. (Dr. Ruchi Shukla1, 2017)
Purpose– The purpose of this paper is to explore the business dynamics of a rising
ride-hailing service industry through case study and foster understanding of hypothetical
feedback effects within the broader system. Design/methodology/approach – The research adopts
the dynamic performance management framework with a simulation-based methodology for
developing a dynamic case interpretation of the specific type of business complexity.
Findings– Scenario analysis shows that changes in the commission percentage for drivers, and
cutting prices for customers (car hailers) by competitors have significant impacts on the car-
hailing industry. (Davood Qorbani, 2017) With the detailed review and know-how of the
prevailing Cab aggregation enterprise, contemporary state of affairs and troubles, listed below
are few of the recommendations that may be considered for implementation:
1. To facilitate the customers who are not but used to the technology the usage of clever phones
and cell net, if they may be provided an alternative, that segment of the clients are not lost.
2. Bringing in most drivers into the community giving them the right schooling on how to behave
with the customer’s right from receiving them at the same time as they board will assist in
building the brand loyalty.
3. With the introduction of the Surge pricing, the affordability component is lost. Companies
have to study methods like increasing the no. of kilometres served in a day to increase their sales
as opposed to trekking the prices all at once.
4. Introduce the idea of journey miles for dependable customers; these will attract the clients to
stay at the community for the long term. (Mr. Sai Kalyan Kumar Sarvepalli, 2016)
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5. ANALYSIS
5.1 Secondary data analysis

For this article, the research is based on the previous data provided.
The data is collected presents the data on the integral logistics working of Uber and Ola.
It is based on the data collected from various sources including newspaper articles, online
journals, articles, and research papers.
5.2 Factor and Derived Analysis

In the taxi aggregator industry, the major logistics are concerned with the recruitment of people,
assignment of jobs and rides to the driver, area connectivity, and the time is taken to reach the
destination and route chosen.
OLA CABS
Recently Ola signed an agreement with the Haryana Government in which they
would be providing jobs to over 35,000 people. The agreement is to ensure professional growth
and skill training of individuals. In assignment o jobs Ola is not very well optimized as according
to the data collected and upon survey, it was found out that Ola cab is not as readily and
conveniently available. This is mainly because Ola provides a wide coverage area however the
availability is not compatible with demand. The rides are decided upon the driver's discretion and
the drivers are paid a part of the earnings as a commission, however, many times the rides are
overlapped due system issues. The area expanse covered b Ola is a lot more than Uber as it is
present in 110 cities however the assignment of jobs is not very optimal, also he advertisement
reach of Ola is much less as compared to Uber. Ola has also several times been rated badly as the
drivers take too long to reach the destinations and sometimes take a longer route than necessary.
26
UBER
Uber India, is not as established as compared to other countries, however it is still of

the fastest growing taxi and cab service company of India. For assignment of jobs Uber only
targets the closest available driver, however, it is upon driver’s discretion whether to accept the
ride or not. The drivers are individually paid for the trip on which they earn a commission and
can complete as many as trips they like. However, systems operation of Uber in India is still
quite weak as many times the driver app crashes. Also, Uber is far less connected in India as it is
only present in 29 major cities of the country, thus decreasing its market reach drastically. Were
Ola has a market share of approx. 65% Uber only serves the remaining 35% due to its lack of
connectivity in many areas. Uber is known for its quick responses and highly skilled drivers who
are well versed with the cities. Also known for is quick processing of feedback and expected
responses.
Surge price optimization also is a crucial factor that affects the demand and cost of the taxi
aggregator industry
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As we can see in many cities surge pricing optimization is close, but mostly Uber has a
higher rate of surge pricing due to limited cars available. However, in Mumbai Ola has a
higher surge pricing rate than Uber, this is because of the lesser area coverage
29
CHAPTER-3
Marketing Strategy of Ola Cab
The founder of the Cab aggregator which builds up online Marketplace for Taxi, Bhavish
Aggarwal started its entrepreneurial venture in the year 2010 when he experienced the deep
routed problem in India quality Cab service and professionalism of the Cab drivers.
The brand has received series of funding from angel investors and companies like
Softbank, Tekne Capital, Vanguard, Baillie Gifford and Yes Bank. Spurt with the growth in the
demand, in 2017 the company has received $ 18 billion.
Segmentation, targeting, positioning in the Marketing

strategy of Ola Cab –
Ola cabs have been using segmentation parameters such as geographically dividing the market it
serves into urban & metro in order to devise promotional and business strategy based on demand
in these markets.
Also, it segments customers on the basis of customer income profile such as Ola Luxury, Prime,
Ola share, autos.
As the company serves different customer segments i.e. long route outstation customers,
customers within 8Kms, Shuttle service and shared services, therefore it
uses differentiation targeting strategy. Ola Cabs has positioned itself as a company making
mobility easy, convenient, affordable and safe 24*7.
30
Marketing mix – Here is the Marketing mix of Ola Cabs.
SWOT analysis – Here is the SWOT analysis of Ola Cabs.
Mission- “Building Mobility for a Billion Indians”
Vision- “Not Available”
Tagline-“Chalo Niklo”
Competitive advantage in the Marketing strategy of Ola Cab –
1. Strategic Acquisitions:
In order to strengthen its business, the company has been acquiring different companies such as
TaxiForSure.com for $ 200 mn in 2015, to strengthen its shuttle service it acquired Geotag, an
intelligent transportation firm in the year 2015, further to introduce Ola money it acquired Qarth in
the year 2016 and recently it acquired Foodpanda to compete in the meta market.
2. Promotional Strategy:
Innovatively thought concept ideas and ads of the company such as Chalo Niklo, ?6/ per Km,
Ola Share pass, Ola outstation, shuttle and Ola peddle has helped the company in being ahead of
its peers.
BCG Matrix in the Marketing strategy of Ola Cab –
The Ola Cab operates in business segments such as Cab services for passengers, for corporate
customers through Ola Shuttle i.e. daily office goers through fixed routes and Ola outstation.
31
Since Ola had widely penetrated through its Ola passenger segment even in the Tier-3 cities in
India as compared to the peers companies and hold around majority of market share (around
40%), therefore it is Stars in the BCG matrix, and other two segments are in evolving stage and
is question mark in the BCG matrix.
Distribution strategy in the Marketing strategy of Ola Cab –
Operating in 180+ cities in India Ola Cabs serves more than 8,00,000 customers every day
by empowering and collaborating with around 10,00,000 drivers in its platform.
Ola Cabs works with a Platform wherein a customer can easily book a Cab and drivers can
easily get passengers by paying commission to the company. In the process Ola Cabs does not
need to own any car, any driver with duly authorized and verified by transport authorities can
work with Ola.
Ola has a dedicated team of 6000 employees who work dedicatedly to provide best in technology
services to its stakeholders.
Brand equity in the Marketing strategy of Ola Cab –
The Company has been promoting itself with new age popular production houses and short
films such as TVF’s Permanent Roommates, All India Bakchod (AIB), Rear View.
The brand has won various awards and accolades over the years such as in 2013 mBillionth
Award South Asia, by IAMAI Best start-up of the year award, listed 30 in under 30 list of
Forbes. The brand has been valued at $ 5 billion as on March 2017.
Competitive analysis in the Marketing strategy of Ola Cab –
Competing in the market where the unorganized and several modes of transport already
exists, has become easy for the company over the years since it started its operations.
32
Wide presence as compared to Uber which is present in only 55 cities and also Ola pays the
drivers based on the number of trips as well as gross payment while Uber pays drivers based
Daily collection by the drivers. These are some of the competitive strength that the brand has
created for being ahead of peers.
Ola Cabs competes with operators in the markets such as domestic unorganized Taxi
market, Uber, Meru Cabs etc.
Market analysis in the Marketing strategy of Ola Cab –
As per the reports of research firm ICRA, the domestic Cabs segment has high growth &
strong potential (currently growing at 9%) supported by increased income level, purchasing
power parity and low car penetration in passenger vehicle segment. The fleet sales of which cab
aggregators such as Ola, Uber etc. are part will achieve the growth rate of 15-17 % by 2020.
For strengthening the brand offerings the companies are creating competitive deliverables
such as Ola Cafe by Ola which failed to make its marks in 2016, later on, to which Ola acquired
Foodpanda, UberEats by Uber.
Customer analysis in the Marketing strategy of Ola Cab –
The passenger Cabs services market has 4 segments of customers, those who don’t
mind sharing the cabs, the one who prefer taking personal Cab wherever they go, office goers
and outstation / long journey commuters.
Most of the customers of the Bank across the segment are in the age group of 20-45
years, are young, office goers, and college student.
33
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• What is SWOT analysis? SWOT matrix, Examples, Template
34
Ola Electric was established in 2017 as a wholly-owned subsidiary of ANI Technologies, the
parent entity of Ola Cabs.[2][3] The company was started to reduce emission and fuel dependency
of Ola's cabs, and shift to mass electric mobility; a pilot program was launched in Nagpur in May
2017 by setting up charging stations across the city and procuring electric cabs, e-buses, and e-
rickshaws from OEM partners.[4][5] In April 2018, it announced that it aims to have 1 million
electric vehicles in its cab service by 2022.[6]
Between December 2018 and January 2019, founder Bhavish Aggarwal bought a 92.5% stake in
Ola Electric from ANI Technologies at a valuation of ₹1 lakh (US$1,300), and Ola Electric
was spun-off as a separate entity. ANI Technologies continued to hold a 7.5% stake in Ola
Electric for allowing the use of "Ola" brand name.[7]
In February 2019, Ola Electric raised US$56 million from Tiger Global and Matrix India.[8] The
company announced on 6 May 2019 that Ratan Tata had invested an undisclosed amount in Ola
Electric as part of its Series A round of funding.[9] It raised $250 million from SoftBank during
Series B round funding in July 2019, at a valuation of over $1 billion.[10]
35

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various conditions. Brand awareness includes brand recognition and brandrecall performance.
Brand recognition refers to the ability of the consumers to correctly differentiate the brand they
previously have been exposed to.
CUSTOMER SATISFACTION:
Paul S. Goldner (2006), Grigoroudis, E and Siskos, Y (2009) defines, “a customer is

any organization or individual with which you have done business over the past twelve months”.
“Customermeansthe party to which the goods are to be supplied or service rendered by the
supplier”. “A customer is the person that assesses the quality of the offered products and
services” and on process oriented approach, “the customer is the person or group that receives
the work output”. Satisfaction has been broadlyde fined by Vavra, T.G. (1997) as a satisfactory
post-purchase experience with a product or service given an existing purchase expectation.
According to Westbrook and Reilly (1983) define satisfactionas, “The buyer’s cognitive state of
being adequately or inadequately rewarded for the sacrifices he has undergone”, customer
satisfaction is “an emotional response to the experiences provided by, associated with particular
products or services purchased. The definition offered by Hunt (1977) put forward a definition
as, “the summary psychological state resulting when the emotion surrounding disconfirmed
expectations is coupled with the consumers’ prior feelings about the consumption experience”.
Customer satisfaction is a term often used in marketing concept. It is a measure of how
products and services supplied by a company meet or exceed customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals. Business firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying.
36
STATEMENT OF THE PROBLEM/RESEARCH

GAP:
Earlier research and study are mainly concerned with brand awareness, customer
satisfaction and brand equity with reference to products and services in the area of consumer
durable goods sector both in urban and rural areas. Merely rare research has been done in service
sector about brand awareness and customer satisfaction with reference to personal transportation
.This research paper is an attempt to explore the brand awareness and customer satisfaction
towards Ola Cabs in Bengaluru (South and North region).Furthermore, this paper provides some
findings and inferences that can be considered by other personal transportation cab service firms
to create brand and brand loyalty.
RESEARCH METHODOLOGY:
The present research paper is carried out in the city of Bengaluru, (North and south
region). They belonged to a mix of different communities and different income-cross sections of
north and so region. Convenient Data Sampling method is used for Data collection. The study
uses both primary data and secondary data. The primary data was collected by using a well-
structured questionnaire from276 respondents and are entered into the sub-tables by using the
simple percentage analysis.
Secondary data were collected from articles, journals, magazines, books, and
websites. The collected data were processed both manually and with the help of MS-Excel. The
tools like simple percentage analysis and Chi-Square Analysis were used. The study was
conducted for a period of 5 months from March to July 2015.
37
OBJECTIVE OF THE STUDY

The objective of this paper is to study the brand awareness and customer satisfaction
towards OLA cabs.
HYPOTHESIS:
1.HO- There is no awareness among people about OLA Cabs.
H1- There is awareness among people about OLA Cabs
2.HO - Customers are not satisfied with OLA Cabs.
H1- Customers are satisfied with OLA Cabs.
38
DATA ANALYSIS AND RESULTS

39
40
0 cells (.0%) have expected frequencies less than 5.The minimum expected cell frequency is 138.
41
Inference:
The calculated value of Chi-Square at 5% significance level is 178.565 which are more than the
table value(3.84).Hence the alternative hypothesis is accepted.
Analysis:
It is clear from the above inference that there is awareness among people towards OLA cabs.
Customers are satisfied towards OLA Cabs.
0 cells (.0%) have expected frequencies less than 5.The minimum expected cell frequency is
55.2.
Inference:
The calculated value of Chi-Square at 5% significance level is 182.731 which are
morethan the table value(9.49).Hence the alternative hypothesis is accepted.
Analysis:
It is clear from the above inference that customer are satisfied with OLA cabs.
FINDINGS:
42
1. Majority of the respondents (51%) are Male, (51%)of the respondents fall in the age
category of below 21 years, (60%) are unmarried, (66%) of the respondents belong to students,
(69%) of them are pursuing graduation and (69%) of respondents income level falls in the
category of below 25000.
2. Majority of the respondents (73%) got to know about the OLA cab services through Friends
and Relatives and the second highest (14%) through Social Media Sites.
3. Majority of the respondents (39%) opt for Ola cabs because of its less cost, (14%) of there is
opt because of its timely pick and drop facility and (13%) of the respondents opt because of easy
booking.
4. Factors like easy to book, cost and timely pick and drop facility has “Highly Satisfied” and
the other factors like convenient and quick and safe has “Satisfied ”the respondents.
5. Majority of the respondents (48%) say that they are “Satisfied” with the overall
satisfaction level of OLA cab services.
6. Majority of the respondents (90.22%) say that they are aware of OLA Cabs in north and
south regions.
CONCLUSION:
OLA is a popular mobile app for personal transportation in India. OLA started as an
online cab aggregator in Mumbai, now based out of Bengaluru and is among the fastest growing
businesses in India. On July 21st 205, OLA has formally launched “OLA Store” for groceries
and daily needs. The catalog of products available looks extensive.
Apart from the general needs like vegetables, fruits, dairy products, frozen foods, grocery
and staples etc, interesting additions are sexual wellness, electrical products and health
supplements and medicines. To conclude, the market for OLA Cabs depends on the customer
preference, creating awareness and customer satisfaction. The factors like convenient, brand, low
43
cost, quick and safe, easy to book and timely pick and drop facility etc which influence the
customer decision to opt for OLA cabs. In addition to this, brand positioning and customer
satisfaction will take place when personal transportation services (Cab services) differentiate in
terms of financial feasibility, time management, easy accessibility and other services. To
conclude, OLA cabs has positioned its brand and has created a good brand image in the minds of
customers concerned to personal transportation services compare to Uber and Meru cabs
throughout Bengaluru.
LIMITATIONS OF THE STUDY AND SCOPE FOR

FURTHER RESEARCH:
This study is carried out only in Bengaluru city (South and north regions) only and
the data was collected from only 276 respondents. The findings are based entirely upon the
research conducted in Bengaluru city only. Future study can be conducted with reference to OLA
Auto or OLA Cabs by extending to the entire state of Karnataka or any other state with large
number of respondents. Furthermore, there is a scope for comparative study with reference to
personal transportation business firms like Uber and Meru cabs.
REFERENCES
Aaker DA (1991a), Are brand equity investments really worthwhile? Pp; 14-17. Aaker DA
(1991b), “Managing Brand Equity: Capitalizing on the Value of a Brand Name.” New York: The
Free PresAaker DA (1992), “The value of brand equity. Journal of Business Strategy”, 13 (4) Jul-
44
Aug, 27-32 Grigoroudis, E and Siskos, Y (2009), “Customer Satisfaction Evaluation: Methods for
Measuring and Implementing.” Hunt, H. (1977), “CS/D: Bits and Pieces” in R. Day (Ed), “Consumer
Satisfaction/Dissatisfaction and Complaining Behaviour”. Proceedings of the 2nd Annual Consumer
Satisfaction/Dissatisfaction and Complaining Behaviour Conference: April 20-22.Jon Russell,
(2014), "How Ola Cabs is Battling Uber in India". Kevin Lane Keller, (1993), “Conceptualizing,
Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, No. 1, pp.
1-22. MacKay (1998), "Evaluation of brand equity measures: further empirical results", Journal of
Product& Brand Management, Manoj and Rao (1996),“An empirical comparison of consumer -based
measures of brand equity”. Now Book Auto Rickshaws in Bangalore via Ola Cabs". NDTV Gad
gets. Ola aims to counter Uber with its Biz-class service". Times of India-economic times. Ola cabs
app and Taxi For Sure get into a relationship
.Twitter trolls prove how complex it is ,Business Insider. Ola cabs – ANI Technologies. About
us - Car rental - car hire - taxi India – Olacabs.com. Ola cabs joins Rs 1,000 crore club with new
fund-raise. The Times of India .Ola cabs raises Rs.250 crore Series c funding. Your Story. com.
Ola cabs to buy Taxi For Sure to take on competitors like Uber; deal likely at Rs 1,250 crore.
Times of India-economic times. Paul S. Goldner, (2006),Red-hot Cold Call Selling: Prospecting
Techniques that Pay Off. Rossiter and Percy, (1987), “A model o Brand Awareness and Brand
Attitude Advertising Strategies”.
Taxi aggregator Ola hit by tech glitches that allow free rides. The Times of India-economic
times. Terry G. Vavra, (1997), Improving Your Measurement of Customer Satisfaction: A Guide
to Creating. Westbrook and Reilly (1983), “Value-percept disparity: An Alternatives to the
disconfirmation of expectations theory of customer satisfaction”.
45
CHAPTER – 5
DATA ANALYSIS AND INTERPRETATION
46
47
48
49
CHAPTER-6
CONCLUSION
Ola and Uber had a customer acquiring spree in India since the past few years because of
many reasons such as inadequate public transport system of the country, the ambiguous law of
our country and low car ownership.
Operations of Ola and Uber majorly is to allocate and dispatch their respective fleets in a way
to the incoming request from customers that allows them to make maximum profit. Operations
research is the most useful approach to curb this problem as it calculates the most optimal way to
allocate the limited sources, hence the methodology and approach of operations research are
widely applied in this taxi industry.
Surge price optimization is a crucial factor that affects the demand and cost of the taxi
aggregator industry.
We can also say that uber has a higher rate of surge pricing than Ola due to lesser availability
of cabs.
50
BIBLIOGRAPHY
[1] Rouse, M. (2011, March). What is operations research (OR)? - Definition from WhatIs.com.
Retrieved September 21, 2018, from https://whatis.techtarget.com/definition/operations-research-
OR
[2] Chauhan, K. (2018, August 8). Operational Research. Retrieved September 21, 2018, from
https://apkpure.com/operational-research/com.swastik.operationalresearch
[3] Aggarwal, A. (2016). Which is better: Uber or Ola? Why?. Retrieved from
https://www.quora.com/Which-is-better-Uber-or-Ola-Why
[4] Ola Cabs. (2018, September 21). Retrieved September 21, 2018, from
https://en.wikipedia.org/wiki/Ola_Cabs
[5] Uber. (2018, September 19). Retrieved September 21, 2018, from
https://en.wikipedia.org/wiki/Uber
[6] Kejriwal, V. (2017, July 05). Future of Intercity cab industry in India. Retrieved September 21,
2018, from https://yourstory.com/mystory/8819d3326d-future-of-intercity-cab-industry-in-india-
[7] Seer, R. (2014). Taxi market in India: Driving into the future [Ebook]. RedSeer Consultancy.
Retrieved from http://www.redseerconsulting.com
[8] Zhou, I. (2018, January 20). Uber Driver Schedule Optimization – Towards Data Science.
Retrieved September 21, 2018, from https://towardsdatascience.com/uber-driver-schedule-
optimization-62879ea41658
[9] Economy, U. (2016, February 13). How Does Ola Make Money - Business Model of Ola
Cabs. Retrieved September 21, 2018, from https://unicornomy.com/how-does-ola-make-money/
[10] Mukherjee, A. (2017, September 01). How Uber and OLA Transformed the Indian Taxi
Industry. Retrieved September 21, 2018, from https://soapboxie.com/economy/How-Uber-and-
OLA-transformed-the-Indian-taxi-industry
[11] Kuo, M. (2016, March 24). Taxi Dispatch Algorithms: Why Route Optimization Reigns.
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route-optimization-reigns-261cc428699f
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[12] Venkatesh, G., & Easaw, G. (2015). Measuring the Performance of Taxi Aggregator Service
Supply Chain. Retrieved from
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[13] Rosenblat, A. (2016, April 07). The Truth About How Uber's App Manages Drivers.
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manages-drivers
[14] Kumar, Kishore & Namavaram, Ramesh. (2016). A Study on Factors Influencing the Con
sumers in Selection of Cab Services. International Journal of Social Science and Humanities
Research. 4. 557-561.
[15] Panigrahi, D., Shahi, S., & Rathore, A. (2018). Success Story of a Start-up – A Case Study
of OLA Cabs. IOSR Journal Of Business And Management, 20(2). Retrieved from
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[16] Shukla, R., Chandra, A., & Jain, H. (2017). OLA VS UBER: The Battle of Dominance.
IOSR Journal Of Business And Management, 1. Retrieved from http://www.iosrjournals.org/
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Hailing Services. The International Conference Of The System Dynamics Society, Cambridge,
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[18] Sarvepalli, S., & Prakash, N. (2016). CAB AGGREGATION INDUSTRY IN INDIA – AN
OVERVIEW, CURRENT SCENARIO, ISSUES AND POSSIBILITIES FOR
CONSOLIDATION. IJSDR, 1(4). Retrieved from http://www.ijsdr.org
[19] Dash, S. (2018). Can Ola Beat Uber on the Indian Roads? Retrieved from
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ola-cabs-is-thinking-local-to-battle-a-giant/
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BUSINESS STUDY & ANALYSIS OF OLA

“ BUSINESS STUDY AND ANALYSIS OF OLA ”

A Project submitted to the Khallikote Auto. College in the

+3 Final Year Commerce

Under the Guidance and Supervision of

ASST.PROF. ANITA KUMARI PATRA

This is certifying that Miss Subhalaxmi Das, a

I hereby declare that, this project work entitled “business

I owe my deepest gratitude to for being very

Signature of the student

A project on business analysis of OLA has many

II TAXI SERVICE IN INDIA 9

III OLA SERVICE 10

IV OLA COMPANY PROFILE 11

V ABOUT THE FOUNDERS 12

VI OLA BUSINESS MODEL AND REVENUE MODEL 13

VII OLA STARTUP CHALLENGES 14

VIII OLA GROWTH 15

III CHAT OF OLA V/S UBER 21

IV OPERATIONS RESEARCH OR IN TAXI AGGREGATOR INDUSTRY 22

VII OLA CABS 26

SEGMENTATION, TARGETING, POSITIONING IN THE

KHALLIKOTE AUTO. COLLEGE (2022)

DATA ANALYSIS AND INTERPRETATION

Taxi Services in India:

KHALLIKOTE AUTO. COLLEGE (2020)

Ola – Company Profile:

About the Founders:

Ola - Business Model and Revenue Model:

Ola's business model works on a simple concept. OLA acts as a facilitator in

Ola consider the following factors to create the

1: Base Fare- Charged Flat

2: Distance Fare- Charged Kilometer Wise (different for different cities)

3: Ride Time Fare- Charged time taken to travel

4: Peak Pricing- Direct Ratio depending on demand for cab

5: Service Tax- 5.6 %

6: Swachh Bharat Tax- 0.2%

Ola - Startup Challenges:

Operation analytics: Uber and ola logistics optimization

Operational research (or) is an analytical method of troubleshooting and decision-making which

Benefits of recovery and rehabilitation in India:

Owners- EasyCabs, MERU

CHART OF OLA V/S UBER

approach of OR can be applied in various industries such as manufacturing transportation,

OR in taxi aggregator industry

5.1 Secondary data analysis

5.2 Factor and Derived Analysis

Uber India, is not as established as compared to other countries, however it is still of

Marketing Strategy of Ola Cab

Segmentation, targeting, positioning in the Marketing

Marketing mix – Here is the Marketing mix of Ola Cabs.

SWOT analysis – Here is the SWOT analysis of Ola Cabs.

Mission- “Building Mobility for a Billion Indians”

Vision- “Not Available”

Competitive advantage in the Marketing strategy of Ola Cab –

BCG Matrix in the Marketing strategy of Ola Cab –

Distribution strategy in the Marketing strategy of Ola Cab –

Brand equity in the Marketing strategy of Ola Cab –

Competitive analysis in the Marketing strategy of Ola Cab –

Market analysis in the Marketing strategy of Ola Cab –

Customer analysis in the Marketing strategy of Ola Cab –

• Marketing Strategy of HDFC Bank