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Marketing Division Role Structure and Strategy

Source: www.translink.co.uk
Topic: Marketing Strategy

Sort Desciption: This background is presented as the context within which the marketing of. public transport takes place. It helps clarify the marketing strategy and ...

Content Inside: Marketing Division Role Structure and Strategy 1. BACKGROUND AND CONTEXT Translink is the brand name for the co-ordinated public transport services of Citybus N I Railways and Ulsterbus providing practically all public transport in Northern Ireland. Approximately 3500 people are employed by the organisation. Some 75 million passenger journeys are carried per year this equates to carrying approximately the population of Northern Ireland every week! Delivery of services differs from other industries in the very high level of passenger - staff interaction. This is a major determinant of service delivery perceptions for customers. In addition it is acknowledged that funding for and investment in public transport in NI had been at a low level for many years. This has had direct implications on the quality of the physical product experienced by passengers e.g. older rolling stock for the railways and an ageing bus fleet. However significant additional funding has recently been secured for the bus and railway companies from Government with the result that the aforementioned gaps in product quality are currently being addressed. This background is presented as the context within which the marketing of public transport takes place. It helps clarify the marketing strategy and explain how marketing priorities are set. 2. KNOWLEDGE OF MARKET Marketing strategy is directed by market research formal passenger feedback mechanisms and ongoing quality assurance tools. These are summarised below. Information derived from these sources establishes those service attributes most important to passengers and which determine overall customer satisfaction levels. Marketing strategy and annual plans prioritise actions relating to those service attributes which are most immediately within the control of the organisation within the short to medium term i.e. resources are allocated towards those areas where a demonstrable change can be made in service delivery and customer s ...

public transport companies marketing strategies

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