Page 1: Introduction
As a newly-formed rail operating company, Great North Eastern Railway Ltd (GNER) took over one of the new rail franchises to run train services after the privatisation of British Rail. The franchise provided GNER with the opportunity to run rail services along one of the busiest parts of the railway network, the East Coast Main Line. Although on-track competition is limited under the system adopted, the market is highly competitive, with rail travel having to compete with all other forms of transport. GNER currently runs 650 trains every week. To compete in the modern transport market, GNER is bringing about a critical shift in its marketing, away from product and process orientation to being a market and customer driven organisation.
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.