MARKETING,
QUALITY, SERVICE
1.
Plan for effective marketing
Service/Product
·
SKYBus is a company providing 24-hours
transportation services, making the rides from/to Dublin Airport. Its route has
its starting point at Dundrum Centre and runs along the following Dublin areas:
Tallaght, Clondalkin, Liffey Valley and M50.
·
Upon starting up, the business intends
operating two vehicles that will make in average 40 rides per day. The time of
one travel between two final stops is approximately 50min (depending on the
traffic implications). There will be 10min break between the rides (for a
detailed timetable refer to Appendix VI.A)
·
Unlike our man competitor, which is Airport
Hopper, SKYBus is expected to operate 24 hours 7 days a week. We also intend to
make the rides during the holidays, such as Christmas Day, Easter Day (365 days
a year without any exceptions).
Place
·
SKYBus starts its travel from Dundrum
Centre and drives through the following main stops: Tallaght Square, Belgard
Inn, Newlands Cross (Bewleys Hotel), Clondalkin Mill Centre, Fonthill Dunawley,
Liffey Valley Shopping Centre, Clarion Hotel (Liffey Valley), Footbridge N4 and
Airport. At the main stops, listed
above, the bus waits for 2 min (Airport - 10min). And at the Clarion Hotel in
Liffey Valley, the bus waits for 5min. All stops served by SKYBus will have the
company bus stop signs with the timetables on them (Appendix VI.B)
·
The bus serves the hotels that are
located close to the operating route. These includes: Clarion Hotel (Liffey
Valley), Bewleys Hotel (Newlands Cross), Louis Fitzgerald Hotel (Newlands
Cross), Abberley Court Hotel (Tallaght), Maldron Hotel (Tallaght), Plaza Hotel
(Tallaght), Dundrum House Hotel (Main Street);
·
SKYBus will have an offical
website where all internet users will have a chance to review the information
with regard to: the detailed timetable, stops served, book a ticket online or a
private coach as well as reserach special offers provided by the company.
Price
·
The ticket fares will differ depending
on the stop at which passenger will hop into the bus. For example those
travelling from the first stop (Dundrum Centre) the fee charge will be €8,
where the ticket price will reduce to €7.50 for the passengers hopping in
Tallaght. €7 and €6 will be for Clondalkin and Liffey Valley stop respectively.
The ticket fares will also differ depending on the age of the passenger (for a
detailed price list refer to appendix VI.C)
·
SKYBus intends to provide discount bundles
to the frequent users or groups. For example the 10 travels within a month will
cost €45, where the family offer (up to 2 adults and 4 children) for one ride
will be €20
·
Unlike Airport Hopper that offers only
€8 and €6 fare charge for the adult (depending on the bus stop location),
SKYBus broke the ticket price further on (€8, €7.50, €7 and €6). The family
package offered by SKYBus is €20, where Airport Hopper charges the family for
€29. If to compare the fares with taxi, SKYBus charges three/four times less
for transportation services than any taxi vehicle (depending on the taxi
station location).
Promotion
·
In order to introduce the company to the
public SKYBus will be advertised by Advertising agency using such technique as
press publishing, for instance ads in the most popular local newspapers. Also
it is considered to publish brochures and spread around the democratic area of
interest to the business so the message could reach the domestic households as
well as organizational estates.
·
To increase the sales SKYBus will
cooperate with the hotels and Dublin Airport. Also it will be considered to
involve such advertising technique as TV commercial in order to raise awareness
of our transporting services operating within the Dublin areas.
·
SKYBus is the seasonally dependent
business. For example summer is expected to be a most profitable time of the
year as many people travel to the airport for summer holidays flights. The
number of passengers per day will also depend on the holidays periods, such as
Easter and Christmas (when many foreign workers travel back to their home
countries), other national holidays such as St Patrick Day (when many travel to
Ireland in order to attend the St. Patrick Parade) or sport events.
2.
Marketing Strategy
According to
classification based on market dominance SKYBus will take lace of Challenger in
the market, because SKYBus enters the existing market with a direct competitor
- Airport Hopper and indirect such as Night Link and Taxi. All three
competitors mentioned above provide services either for an expensive fare or serving
some particular areas of Dublin. SKYBus
will concentrate on weaknesses of our opponents in the market, for instance
such as a high price, inadequate service, quality and flexibility.
SKYBus will offer the
competitive and cheap prices, reliable and frequent service, expand the
perimeter of service market to Dundrum as well provide a night service.
The below is a list of
market strategies on which SKYBus intends concentrate its attention in order to
achieve recognition as well as popularity among its users:
·
Improved service strategy;
·
Intense advertising strategy;
·
Cheaper service strategy.
3.
Methods of Distribution
SKYBus intends to sell its services to
its users by using both methods of distribution: direct and indirect channels.
Indirect Distribution:
Hotels and Dublin
Airport appear to be the representatives of an indirect market channel, where
their customers become our users. It is hoped that contract agreements with
both leading customers as well as spreading of leaflets and brochures on SKYBus
services at the hotels and airport registration desks will attract attention of
potential users.
Direct Distribution:
Individuals hopping
into the busses at the bus stops will become the representatives of the direct
distribution channel. It is expected that delivering a qualitative service our
business will raise a popularity rate through a "word of mouth".
4. Quality
Policy
It is the policy of SKYBus Ltd, to provide its customers with a high
quality service. The overall policy of the company is to provide the people,
organization and resources to supply our customers with the products and
services that satisfy their requirement in every respect. Furthermore it is
SKYBus Ltd policy to continually improve our quality by monitoring, measuring
and enhancing our Quality and Procedure System.
Implementation of the Quality Policy is the responsibility of every
member of staff, starting with the Owner, who makes policy decisions which
enable the correct action to be implemented throughout the organization. The
owner who also acts as the Quality Manager is responsible for maintaining the
implementation of the Quality Policy. The Quality Manager controls and monitors
those activities in a manner compatible with achieving required service levels
and obligations effectively. It is mandatory that all staff adhere to the
procedures in order to achieve a consistent
The management will
ensure that the quality policy:
· Is
appropriate to the organization;
· Provides
a basis for establishing and quality objectives;
· Includes
a commitment to requirements and continual improvement;
· Is
communicated and understood within the organization;
· Is
periodically reviewed for suitability;
5. Customer
Service Policy
Our primary aim is to provide customers with the
very best level of service reaching their expectations. Our goal is to achieve
a complete satisfaction of every customer that uses the services of SKYBus. And
to achieve this we are committed to our Customer Care Policy for all jobs
regardless of size:
· Deal
with customers honestly, fairly and politely;
· Respond
quickly and in a helpful manner;
· Be
trustworthy and reliable and respect confidentiality;
· Always
be efficient and effective to ensure best value for the customer;
· Consider
the customer's needs and environment and provide the appropriate care;
· Keep
the customer informed of progress;
· Always
deliver the service according to the standards of SKYBus, with minimum
disruption;
· Apologies
if required and solve an outstanding problem;
· Listen
to feedback, act on it and respond;
· Keep
customers informed of new and improved services available
If we won’t be able to
provide exactly what the customer requires, SKYBus will be innovative and will
suggest alternatives.
SKYBus promises not to
disclose any information on a customer to the third parties. Any confidential
customer details obtained through the website will not be shared with anyone
except customer himself and the SKYBus employee if required.
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