Mtr Marketing Strategy

Positioning

We are positioning MTR as the safest, convenient and reasonable price railway services for our customers. MTR focus on provides quality lifestyles for residents easy rail access to work, education, family and friends, shopping and other activities. These can increased passenger for the railway, and enhanced investment returns.

Product Strategy

The MTR train in Hong Kong transportation is a leading railway for safety and cost efficiency. Also the MTR trains is unaffected by traffic conditions, so passengers can be get to their place on time, it is also no to concert about weather conditions. From Hong Kong, passengers can travel to Guangdong province, Beijing and Shanghai in the mainland of China using the MTR's support railway services. It is some of the way to improve their competitively.

Pricing Strategy

The MTR train service fares setting policy is to review its fares taking into Hong Kong economy situation. As a result, revenues should be sufficient to cover operating cost and capital expenditure. On strategy to increase passenger, MTR will improve linkages with other transport. For example: building a fare discount scheme for passenger using feeder business.

Distribution Strategy

Our channel strategy is use intensive distribution to let the passengers can be enjoy the MTR service, MTR network has expanded 17 of interchange stations. In order to provide convenient transfer points between different lines, so that more passengers could be travel MTR to much more destination .For example the Airport Express is a fast way to

link with Hong Kong City form Airport, Disneyland Resort Line can be interchange from Sunny Bay through the Tung Chung Line, also if you want to cross the harbor form Kowloon to Hong Kong it can be interchange in Admiralty or North Point. All these kinds of way can be increase the passengers flow.

Marketing Communications Strategy

The MTR use many advertising way to promote their train service, inside the...