Eurail Group GIE: Marketing Rail Travel in Europe


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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.

Case Details:

Price:
Case Code : MKTG158 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Services Marketing
Case Length : 14 Pages
Period : 2001-2006
Pub Date : 2007
Teaching Note : Not Available
Organization : Eurail Group GIE
Industry : Travel and Tourism
Countries : Worldwide

Abstract:

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.

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:

  Page No.
Introduction 1
Background Note 1
Marketing Eurail 3
The Eurail Experience 3
Eurail Passes: Catering to Diverse Needs 4
Pricing & Distribution Network 5
Promoting Eurail 6
Challenges for Eurail 7
The Track Ahead 8
Exhibits 9

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

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