Eurail Group GIE: Marketing Rail Travel in Europe
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(Case Code: MKTG158) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG158 |
For delivery
in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling ChargesThemesServices
Marketing |
| Case Length |
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14 Pages |
| Period |
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2001-2006 |
| Pub Date |
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2007 |
| Teaching Note |
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Not Available |
| Organization |
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Eurail Group
GIE |
| Industry |
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Travel and
Tourism |
| Countries
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Worldwide |
Abstract:
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Eurail was incorporated in 2001 to promote travel on the networks of its
constituent national railways.
The case describes the various products introduced by Eurail and its predecessor
the Eurail Community.
It also discusses the marketing, distribution, and promotion activities of
Eurail.
The case ends with a brief discussion on the growth of Eurail over the years and
its future prospects.
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Issues:
» To understand the nuances of promoting a service to an international audience
» To discuss the benefits of adopting a pan-national, consortium approach to
promoting a service
» To assess the marketing activities undertaken
Contents:
Keywords:
Eurailpass, International marketing of services, Tourism
marketing, Rail passes on European trains, Eurail Group GIE, Rail travel in
Europe, Consortia approach to marketing, Eurail, Marketing consortiums
Eurail Group GIE: Marketing Rail Travel in Europe
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