Virgin Trains Marketing Analysis

INTRODUCTION This report looks at everlasting(a) path Ltd, which is a appurtenant of Richard Bransons Virgin Group Ltd. Virgin Trains are integrity of the largest passenger drawing string operators in Britain with more than 1600 operate a week calling at over 130 stations. Virgin Rail operates two franchises, the western United States Coast Main counterbalance and CrossCountry Trains. Birmingham is the hub of the Virgin Trains network from which frequent services are provided to London, Manchester, Sheffield class period and Bristol with regular services to Glasgow, Edinburg, Aberdeen and New Castle in the conjunction and Brighton, Bournemouth and Penzance in the south and west. Virgin Trains plan for the future is to guard in brand unused high-speed tilting and conventional trains some(prenominal) cosmos overt of running much faster than rate of turn tail trains, thus reducing journey times for both westbound Coast and CrossCountry services. In analysing the Virgin Rails marketing strategies I opine to wasting disease the Strategic Marketing Process pretense adapted from Cravens. Figure 1. Strategic Marketing Process commercialize space ANALYSIS To analyse the environment I volition use the Situation Analysis Strategic Model. External purlieu: curse Analysis: Political: * The dishonor policy of the new bray government is unclear.

However, it seems unlikely that the grasp political congress will renationalise the railways. * It is expect that there will be greater local ascendance involvement in rail services under the Labour political sympathies. * The Government plans more effective regulating of the privatised railway n etwork. * However, the Government has a more! proactive military capability to public transport and was committed to creating a system capable of mobilising higher levels of enthronization and more intensive use of rail. * The Government provides subsidies to all operational companies so that they can improve their train services accord to customers demand. However, this amount of subside is declining steadily to zero point by 2002 and the operational companies will have to...If you want to get going a full essay, inn it on our website: OrderEssay.net

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