mr brady

N0434206

MKTG20425

Marketing Planning and Resources

East Midlands Trains Report

Contents

Executive Summary – 3
Introduction – 4
External Analysis – 5
Internal Analysis – 9
Segmentation, Targeting and Positioning – 13
Marketing mix – 14
Marketing research proposal – 16
Conclusion and recommendations – 20
Appendix - 21
References - 25

The following report is on East Midlands Trains and will document the external environment that they operate in, as well as the internal environment of the firm. It will describe the marketing mix, and the company’s segmentation and positioning strategies. It will then continue on to a marketing research brief followed by a conclusion and recommendations. The purpose of the report is to find the strengths and weaknesses of the firm and show opportunities to work towards, whilst improving on its negatives.

The purpose of the following report is to inform and describe on East Midlands trains, in order to underline its strengths and weaknesses, thus highlighting what needs to be improved, and the good points that need to be capitalised on. East Midlands Trains was born in November 2007, from the merger of two other franchises. The company is part of a larger organisation, Stagecoach, which operates in North America and the UK, in a number of industries all related to travel. EMT’s franchise is set to end in March 2015 but is thought to be extended until March 2017. East Midland Trains operates in South Yorkshire, East Midlands, East of England and the North West. The company accommodates 66,000 passengers per day and runs 89 stations, employing 2,300 people and delivers 473 train services daily. East midland trains also operate 88 trains and their network spans over 880 miles.

One major difference between

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