A Case Study on Pathao: Scaling Technology-Based Solutions and Social Impact in Urban Bangladesh

Abstract

As the sixth-largest populous metropolis, Dhaka, the capital city of Bangladesh, creates massive traffic congestion, in which the ailing patients had suffered the most. Given the high penetration of smartphone users, the technology becomes more affordable, consumers become more aware of its potential benefits, and companies strive for tighter integration of their services through the platform. This has created a great opportunity for firms such as Pathao to operate and grow in the fastest growing E-commerce sector in Bangladesh. Therefore, the study aims to explore the role of Bangladesh's fastest digital platform, Pathao to create digital solutions in people’s lives, from a marketing perspective. Pathao offers a range of services to create and scale technology-based solutions and social impact. The present case study analyzes the marketing tools and solutions offered by Pathao ride and Pathao health & pharma. A SWOT analysis is built upon the marketing mix, competitive analysis, marketing strategy, and segmentation strategy. The impact created by Pathao is analyzed from the lens of commercial and social perspectives. It is found that Pathao became one of the easiest ways of commuting and earning by sharing rides and Pathao will be a key player in its technological advancement. The study establishes the urge for a business-friendly and consumer-oriented regulatory framework, which should be supplemented with plans for the greater transportation industry. It is suggested that if information and communication technology connectivity can be improved, such technological solutions can be used in a variety of other industries. This would help the country achieve its goal of becoming a "Digital Bangladesh. Despite its status as a pioneer, Pathao's promising attributes give us reason to be hopeful about the future.