Creating an ultimate travel experience
A Great North Eastern Railway case study

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Page 2: The mission statement

Great North Eastern Railway 4 Image 2A shift in marketing orientation requires a complete reassessment of the business. Many businesses produce a mission statement in an attempt to describe what they believe the purpose of their business to be. To be of any real value, a mission statement requires very careful consideration and development. More than just a set of words, a mission statement will become the cornerstone of the business’s philosophy and a constant point of reference. However, a mission statement should not be carved in stone. It must be constantly reviewed and examined.

As it was to represent the whole purpose of GNERÕs existence, defining the mission statement was a very important process. It involved the company asking a number of key questions such as:

  • How are we perceived by our customers?
  • What do we plan to achieve and how?
  • What does this mean for the customers?

Market research is the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services. It is an important process and can often produce some unexpected results. GNER makes extensive use of market research to collect both quantitative and qualitative evidence concerning customer perceptions. It is not how the company thinks it performs, but how customers think it performs, that will influence their travel decisions.

The starting point for GNER must be the customer. If a customer were to describe his or her ultimate travel experience, what would he or she say? GNER uses this as its goal and sets the strategies in place to satisfy these objectives. This has inevitably involved a complete change of outlook and culture in an industry not previously renowned for its flexibility. The whole workforce has had to be retrained and re-motivated.

Great North Eastern Railway | Creating an ultimate travel experience