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This sample marketing plan was created with Marketing Plan Pro software.

Premier Airport Transportation is entering its first year of business. The basic market need is for a professional, reliable, transportation service offering limousine-like experience at a reasonable price point. There are two distinct segments that are in need of these services: families and business travelers. Premier will meet the market need by offering a professional airport transportation service for the Cleveland metropolitan area.

Market Summary

Premier Airport Transportation possesses good information about the market and knows a great deal about the common attributes of the most prized and loyal customers. Premier will leverage this information to better understand who is served, their specific needs, and how Premier can best communicate with them.

Market Analysis

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Market Analysis
  20032004200520062007 
Potential CustomersGrowth     CAGR
Families/individuals9%630,020686,722748,527815,894889,3249.00%
Business travelers8%459,000495,720535,378578,208624,4658.00%
Other0%000000.00%
Total8.58%1,089,0201,182,4421,283,9051,394,1021,513,7898.58%

Market Needs

Premier Airport Transportation is providing customers with a reliable, professional, airport transportation service for families and business travelers. Premier seeks to fulfill the following benefits that are important to customers.

  • Convenience: Having the transportation ready to pick up the weary traveler has significant value.
  • Reliability: A lack of reliability for any leg of the journey is an easy way to ruin a vacation/trip.
  • Professionalism: The targeted customers have a high expectation for customer service and Premier intends to exceed these expectations.

Within the last seven years, the airport transportation industry has seen the trend of customers moving from driving themselves to the airport to utilizing other forms of transportation such as public transportation and other private transportation services.

One factor of this trend occurred six years ago when the city decided to connect the already existing rapid transit line to extend to the airport. Additionally, parking has become increasingly expensive and difficult to find.

Market Growth

The growth rate for the airport transportation sector has been 4% for the last three years and is forecasted to reach 5.6% for the next four years.

The increase in growth is forecasted due to several factors:

  • An increase in business travel.
  • Increased hassles associated with driving and parking automobiles at the airport.
  • The recognition of the ever-decreasing amount of free time, and the time that is saved by utilizing an airport transportation service.

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Premier.

Strengths

  • Well-trained employees.
  • An innovative compensation system that prizes customer satisfaction, customer referrals, and repeat business.
  • A strong, market-driven business model.

Weaknesses

  • A lack of brand equity because of the start-up nature of this organization.
  • The inability to raise large amounts of capital.
  • The difficulty to find above average employees.

Opportunities

  • Participation in a high-demand industry.
  • Increased profits as operating efficiencies are gained.
  • Steady future demand.

Threats

  • Future/potential competition from a franchise from another market.
  • Some sort of catastrophic event that has a significant, negative effect on the travel industry.
  • Unexpected governmental regulation of the airport transportation industry.

Competition

The Cleveland area currently has several competing airport transportation systems:

  • Public Transportation: RTA provides rapid transit service to the airport. While this is an inexpensive alternative, there are several disadvantages. The service does not run all hours of the night. RTA forces you to change trains downtown to pick up the airport line. The rapid transit also requires you to manage all of your luggage yourself.
  • Taxi Service: Taxis do provide service to and from the airport, however, you cannot book the trip in advance, forcing you to call them right before you want to travel. The level of service is inconsistent from taxi service to taxi service as well as from occasion to occasion. Taxis can also be quite expensive if you are going out to the suburbs.
  • Airport Parking: Airport parking can be cost effective if it is for fewer than four days. Driving yourself has the advantage of not having to deal with anyone else; however, is you must do everything for yourself. Lastly, there is always the risk of damage to your car when it is parked at the airport.
  • Shuttle Service: This option packs people into a van and takes them to the airport. This is a less expensive option, however, it takes longer to make the commute due to the other customers that are traveling with you. Additionally, you lose out on the personalized service relative to PATS or a limousine service.

The buying patterns of these services vary based on the length of the trip, who is paying for it, and if it is a last minute or planned trip. The longer the trip, the more economical a transportation option is relative to airport parking. A large percentage of business travelers use an upscale airport transportation solution like PATS or a limousine service for their employees. If the trip is planned at the last minute, taxi service might be the only option for someone to drive you, however, PATS will offer last minute rides if cars are available.

Service Offering

PATS provides an airport transportation solution for the Cleveland metropolitan area. PATS can provide airport travel on short notice if cars are available, but they generally work with a reservation system. A customer would call in advance and provide PATS with flight information. PATS would schedule the pick up time and then call and send an email to confirm the pickup. For pick up at the airport, PATS would meet the customer outside of baggage claim after the customer has picked up their luggage and would drive them home.

Keys to Success

The keys to success are the factors that make the difference between a successful business and a failed operation.  Premier's keys are:

  • Reliability.
  • Convenience.
  • Professionalism.

Critical Issues

Premier is still in the speculative stages as a service provider. The critical issues that it faces are the following:

  • Build a loyal customer base that regularly uses Premier.
  • Train the employee drivers to offer outstanding service. This issue will be addressed by developing a unique compensation structure that incentivizes this type of behavior.

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