Eurail Group GIE: Marketing Rail Travel in Europe

            
 
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Case Details:

Case Code : MKTG158
Case Length : 14 Pages
Period : 2001-2006
Pub Date : 2007
Teaching Note :Not Available
Organization : Eurail Group GIE
Industry : Travel and Tourism
Countries : Worldwide

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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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Excerpts

Marketing Eurail

Over the years, in Europe as in most other developed regions of the world, the introduction of budget airlines and the development of expressways resulted in a decline in rail travel (See Exhibit IV for the shares of various modes of travel in 2004)...

The Eurail Experience

The Eurail network stretched over 174,000 miles and connected the major cities and attractions of Europe (See Exhibit V for details about the Eurail Network). Most trains run by the railway companies that made up the Eurail were sleek, neat, and efficient. The comfort, services, and amenities on most trains were developed to keep pace with the times and sometimes surpassed those on offer even on airlines. However, the standard of the trains varied from country to country. While trains in West European countries such as France and Germany were excellent, the railway systems in Eastern Europe were considered to be a notch lower when it came to efficiency...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Eurail Passes: Catering to Diverse Needs

Over the years, Eurail introduced new kinds of passes to cater to the changing traveling habits of tourists. In 2001, the Eurail Selectpass was introduced. This allowed tourists to travel to two to three contiguous European countries...

Pricing & Distribution Network

The Eurail Passes were deeply discounted as an incentive to encourage international tourism in Europe. The passes were very cheap considering that purchasing individual rail tickets cost two to six times more, depending on the routes and the number of trips. Eurail also offered 'Eurailpass Security' for an additional US$ 12. These passes would be replaced if they were lost or stolen during travel. Eurail Pass holders could travel on any of the trains within the countries permitted by their passes; however, the pass did not guarantee them a seat...

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