This case study focuses upon the strategies used by the Australian Tourist Commission to win over segments of tourism and travel business. In particular, it looks at how the ATC has developed a strategy for attracting young travellers to Australia. — Edition 7
This case study focuses on the Yellow Bus concept and how First is introducing them to the UK. Launching the service in the UK has been made easier by the existing brand recognition and by the strong positive image nurtured through years of exposure in American films and TV series. — Edition 8
This case study looks at the way in which an organisation can make a fundamental change in the way it approaches its business and the processes necessary to translate the ideas on paper into the realities of day-to-day business practice. — Edition 4
This case study focuses on a recent appraisal of a key infrastructure project involving the West Coast Main Line and examines how such a development could significantly change the competitive position of the railway industry. — Edition 3
This case study shows how one large company, Singapore Airlines, organises itself to make the most effective use of its resources, particularly its human and fiscal resources to achieve its organisational goals. — Edition 7
As a result of carefully reading the Case Study, students should be able to: appreciate the complexity of a typical organisation’s business environment, understand the importance of using marketing activities to match the competitive position of an organisation with the environment it serves, understand the various elements of a SLEPT analysis. — Edition 9
This case study focuses upon how United Airlines uses customers’ motivations for different types of services to segment the market and improve its competitiveness. By offering a range of customer-focused products and services, it has become an industry innovator. — Edition 8
This case study focuses on how Virgin Atlantic, a comparatively young international airline, has, over a relatively short period, developed a series of brand values which have enabled it to reflect these improvements in service provision. — Edition 3
This case study looks at how the implementation of a new vision is transforming the culture and performance of Virgin Trains. — Edition 15
About the travel & transport industry
Travel and transport is a sector that plays a major role in the global economy. The sector's activities include national public transport and goods freight, as well as meeting the demands for leisure travel by land, sea and air. The UK passenger transport industry is huge and comprises a small number of large employers together with many SMEs, sole traders and self-employed operators.
There are approximately 126,000 people working in aviation, 159,000 in rail and 10,000 in transport planning. Key examples of companies involved in this sector include British Airways, Virgin Trains, FirstGroup and Enterprise Rent-A-Car.There is currently significant investment into the transport infrastructure in the UK leading into the 2012 Olympics. Projects include tram and light rail schemes, integrated public transport hubs, cycle routes and much more.
Tourism and its related industries in the UK cover businesses involved in holidays, leisure pursuits or events. These generate around £19 billion annually in foreign revenue for the UK. Around 1.4 million jobs relate directly to tourism activity in the UK, accounting for 5% of total UK employment.
Tourism is an unpredictable industry. Events such as economic recession, natural disasters, industrial action or even the weather may all have an effect on, for example, where and how people spend their holidays. In the UK, the Tourist Information Centres around the country play a major part in promoting and marketing tourism to visitors national and international. Key players in this industry include major travel agents and tour operators, such Thomas Cook, as well as low-cost airlines like Jet2, EasyJet, Monarch and Ryanair.
The aerospace industry is responsible for researching, designing, manufacturing and operating vehicles that move through the Earth's atmosphere and surrounding space. The aerospace industry includes both public and private industries, countries such as the USA have government funded programmes such as NASA.
The aerospace industry is very diverse and is made up a variety of sectors including commercial, industrial and military. The UK's aerospace industry is one of the largest in the world. Companies such as BAE Systems, the world's second largest defence contractor, have a huge presence in the UK's aerospace industry.