University of Balamand

Spring 2012

Marketing Management Case Study #1 Submitted to: Dr. Hala Khayr By: Mohamad Alam Eldin & Issa Kheir

Summary: The vast majority of the American citizens abandoned using the bus especially since World War 2 apart from the schools yellow old buses. Car ownerships and cheap air travels made buses tend to be obsolete. Subsequently, coaches yearned for cash, and money was dedicated to light rails which later on discovered as inflexible. Then came the rise and rapid growth of British-owned buses offering reasonable prices, wifi, comfort and environmental credentials. The level of service of buses differs from one city to another. Some citizens have a bad idea and are embarrassed to use the bus. Analysts realised that buses (co-existing with trains) are considered the most cost-effective transport system in which citizens will be eager to use it only when seeming useful to them. Target markets: United States, transportation systems in the US

SWOT Analysis: Strengths: The increase in number of trips of British-owned buses. Adding new routes between major cities offering cheap tickets, free wifi, friendly environment, picking up passengers from kerbsides. A good safety record. Weaknesses: Shatners bus is an old-world and not meeting travellers expectations. The bus journey is an hour slower than the lowest train. A boom in rogue operators. Image problem due to the movie Speed. Alabama standard of service considered miserable. Opportunity: Rebranding bus ways trains with rubber wheels. Investing money on light rails for its the only way to attract motorists. High profile marketing campaigns on Greyhound buses. Walker points out the importance of free to all Threat: After 1960 buses starved of cash when public owned. The rise of British-owned companies and their success over Priceline. Mission: To persuade the American citizens to ride the bus Objectives: All cities will only function with fully integrated bus and train services as well as cycling and walking Marketing mix: Product: coaches public transport Price: the cost require to license a city to city coach service is $300. A ticket for transportation in a coach between major cities is $1 with typical one way fares between $15 and $27 Place: inter-city and between major cities in the US Promotion: buses offered a free wifi connection during transportation and air conditioning plus inter-city kerbsides departures, and above all a friendly environment conditions