Critically Assess 2 Possible Marketing Strategies a Business Might Adopt in Order to Enter the Bus Market

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A marketing strategy explains how the marketing function fits in with the overall strategy for a business. One possible marketing strategies a business might adopt in order to enter the bus market would be having a bus service which goes on different innovative routes which have not been previously used by bus companies. Another strategy would be a new advertising campaign which could persuade customers to change from their usual bus service company. Using a different bus route would give a new company entering the bus market a competitive advantage as customers would be able to use a service which had not previously been available to them. As stated in the source, the current market dominating bus companies “avoid competition with each other in order to protect their own territories” meaning they have to stick to specific routes. With a new company crossing these routes, there is less likely to be too much rivalry as the larger companies won’t want to cause more competition between each other. These new routes would be beneficial to existing customers as they could travel to places easily without having to spend more money on multiple buses, such crossing counties which does currently happen with various companies. Therefore having these new innovative routes would attract existing customers to change company to one which is overall cheaper than the current alternatives, thus generating profit for the new bus company in the market. However, there are still complications that could come with this strategy. The existing companies could easily create an agreement to temporarily cross each others “territories” with lower prices, to remove the new company from the market. They can offer lower prices as they are much larger and are unlikely to have extra start up costs which the new company will have, restricting their profit margins. Therefore this strategy is

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