Premier Airport Transportation Service
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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.
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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.
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.
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.
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:
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Premier.
The Cleveland area currently has several competing airport transportation systems:
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.
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.
The keys to success are the factors that make the difference between a successful business and a failed operation. Premier's keys are:
Premier is still in the speculative stages as a service provider. The critical issues that it faces are the following:
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