Virgin Trains Marketing Analysis

INTRODUCTION This report looks at everlasting(a) Rail Ltd, which is a subsidiary of Richard Bransons Virgin Group Ltd. Virgin Trains are integrity of the largest passenger train operators in Britain with more than 1600 services a week calling at over 130 stations. Virgin Rail operates two franchises, the western United States Coast Main beginning and CrossCountry Trains. Birmingham is the hub of the Virgin Trains network from which frequent services are provided to London, Manchester, Sheffield recitation and Bristol with regular services to Glasgow, Edinburg, Aberdeen and New Castle in the conjugation and Brighton, Bournemouth and Penzance in the south and west. Virgin Trains plan for the future is to give in brand new high-speed tilting and conventional trains some(prenominal) being capable of running much faster than rate of flow trains, thus reducing journey times for both West Coast and CrossCountry services. In analysing the Virgin Rails marketing strategies I opine to wasting disease the Strategic Marketing Process model adapted from Cravens.

Figure 1. Strategic Marketing Process MARKET space ANALYSIS To analyse the environment I will use the Situation Analysis Strategic Model.

External Environment: curse Analysis: Political: * The dishonor policy of the new bray government is unclear.



However, it seems unlikely that the grasp political relation will renationalise the railways. * It is expect that there will be greater local ascendance involvement in rail services under the Labour Government. * The Government plans more effective regulation of the privatised railway network. * However, the Government has a more proactive attitude 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 by 2002 and the operational companies will

have to...If you want to get a full essay, inn it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .