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Marketing Mix of Union Pacific Railroad : The Union Pacific Railroad (reporting mark UP) (NYSE: UNP), headquartered in Omaha, Nebraska, is the largest railroad network in the United States. James R. Young is president, CEO and Chairman.[3][4]

UP's route map covers most of the central and western United States west of Chicago and New Orleans. As of December 31, 2008 UP operates on 32,012 miles (51,518 km) of track, of which it owns outright 26,171 miles (42,118 km).[5] Both numbers represent the highest amount of any railroad currently operating in the United States.[6][7] It has achieved this size as a result of purchasing a large number of other railroads, notably the Missouri Pacific, Chicago and North Western, Western Pacific, Missouri-Kansas-Texas, and the Southern Pacific (including the Rio Grande). Currently, Union Pacific owns 26% of Ferromex while Grupo Mexico owns the remaining 74%.

UP's chief railroad competitor is the BNSF Railway, which covers much of the same territory.


4.1 Product

Product is defined as anything that satisfies a need or want, and the most important element of the marketing mix. It can include goods, services, people, places and ideas, can be positioned based on attributes, benefits offered, usage occasions, users, against or away from competitors, or based on the products class. Products enable a company to differentiate itself from competitors and gain competitive advantage. After all, if we didn't have the product the company would have no basis to exist.

The products sell at McDonald's, KFC and Burger King are almost identical, therefore it is important for each
organisation to distinguish the differences between the products to separate themselves from each other. KFC only sells chicken sandwich, chicken and fries. The popular burger is Whopper in Burger King, Whopper sandwich is world renowned for its fire-grilled taste. While McDonald's put more emphasis on the service of their staff and the overall experience not just the physical product.

4.2 Price

Price is defined as the sum of values consumers' exchange for the benefits of having or using a product.

Traditionally the major factor that affected buyer choice was price. Recently non-price factors such as service, guarantees, give-away, loyalty programs and image have had a major influence. Price is a crucial part of the marketing mix as it is the only element that produces revenue; all other elements create costs. The three general approaches to pricing are the cost-based approach (the price is based on reaching a target profit), the value-based approach (where the price is based on the buyer's perception of value) and the competitor-based approach (basing prices on competitors' prices).

McDonald's constantly have "specials" such as the sixteen-dollar meal which competitors find difficult to follow. McDonald's generally use a value-based approach to pricing, looking to give consumers the best value for money. KFC use a more competitor-based approach to pricing. Being a market follower they tend to follow trends McDonald's set when they can afford to.

4.3 Promotion

Promotion can be accomplished using a number of different methods (advertising, publicity and public relations, direct marketing, sales promotion, sponsorship and personal selling). Promotion is used to achieve five objectives: build awareness, differentiate products and
organisations from competitors, communicate the benefits of a product, build and maintain the overall image and reputation of an organisation, and persuade customers to buy a product.

McDonald's has one of the best promotion methods of any
organisation. They use a number of different methods to maintain high awareness and promote their image, including: advertising (television and newspaper), sponsorship, sales promotion (e.g. Five dollars off for meal), and direct marketing (through birthday clubs). KFC promotion efforts are not quite as ferocious. They tend to just maintain awareness through television advertising. They occasionally use sales promotion to persuade customers to try new products.

4.4 Place

It is said that location is the key to attracting customers. Looking at the location of a company there are a number of factors taken into account. These include: Who is the target market? Are they easily accessible from the location? Is the surrounding population likely to grow or decline? What is the surrounding competition? Place also refers to a company's image in the consumer's mind. The image is built through promotion and price, etc. The interior and exterior design of the store are also factors that help to build this image.

McDonald's and KFC have very similar "place" components. The locations and appearances of the stores would be hard to differentiate without signs telling consumers who they are. McDonald's, however, holds a different place in the consumer's mind. This is due to the image built through promotion (price is fairly similar). McDonald's is seen more as a fun place for children’s birthday party, while KFC is seen more as merely a place to eat.

4.5 People

There are two important aspects to this element: service personnel (those who provide the product and do the selling), and customers (those who purchase the product). "People" is an important component of the fast-food industry as it is a service industry.

Both McDonald's and KFC use their staff to emphasis a "friendly" environment and to promote the "service" element of the product. Staff adopts the ideal that "the customer is always right". People are ultimately part of the product; therefore they must perform to customer expectations. This is an approach that is constant throughout any service industry.
 
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Marketing Mix of Union Pacific Railroad : The Union Pacific Railroad (reporting mark UP) (NYSE: UNP), headquartered in Omaha, Nebraska, is the largest railroad network in the United States. James R. Young is president, CEO and Chairman.[3][4]

UP's route map covers most of the central and western United States west of Chicago and New Orleans. As of December 31, 2008 UP operates on 32,012 miles (51,518 km) of track, of which it owns outright 26,171 miles (42,118 km).[5] Both numbers represent the highest amount of any railroad currently operating in the United States.[6][7] It has achieved this size as a result of purchasing a large number of other railroads, notably the Missouri Pacific, Chicago and North Western, Western Pacific, Missouri-Kansas-Texas, and the Southern Pacific (including the Rio Grande). Currently, Union Pacific owns 26% of Ferromex while Grupo Mexico owns the remaining 74%.

UP's chief railroad competitor is the BNSF Railway, which covers much of the same territory.


4.1 Product

Product is defined as anything that satisfies a need or want, and the most important element of the marketing mix. It can include goods, services, people, places and ideas, can be positioned based on attributes, benefits offered, usage occasions, users, against or away from competitors, or based on the products class. Products enable a company to differentiate itself from competitors and gain competitive advantage. After all, if we didn't have the product the company would have no basis to exist.

The products sell at McDonald's, KFC and Burger King are almost identical, therefore it is important for each
organisation to distinguish the differences between the products to separate themselves from each other. KFC only sells chicken sandwich, chicken and fries. The popular burger is Whopper in Burger King, Whopper sandwich is world renowned for its fire-grilled taste. While McDonald's put more emphasis on the service of their staff and the overall experience not just the physical product.

4.2 Price

Price is defined as the sum of values consumers' exchange for the benefits of having or using a product.

Traditionally the major factor that affected buyer choice was price. Recently non-price factors such as service, guarantees, give-away, loyalty programs and image have had a major influence. Price is a crucial part of the marketing mix as it is the only element that produces revenue; all other elements create costs. The three general approaches to pricing are the cost-based approach (the price is based on reaching a target profit), the value-based approach (where the price is based on the buyer's perception of value) and the competitor-based approach (basing prices on competitors' prices).

McDonald's constantly have "specials" such as the sixteen-dollar meal which competitors find difficult to follow. McDonald's generally use a value-based approach to pricing, looking to give consumers the best value for money. KFC use a more competitor-based approach to pricing. Being a market follower they tend to follow trends McDonald's set when they can afford to.

4.3 Promotion

Promotion can be accomplished using a number of different methods (advertising, publicity and public relations, direct marketing, sales promotion, sponsorship and personal selling). Promotion is used to achieve five objectives: build awareness, differentiate products and
organisations from competitors, communicate the benefits of a product, build and maintain the overall image and reputation of an organisation, and persuade customers to buy a product.

McDonald's has one of the best promotion methods of any
organisation. They use a number of different methods to maintain high awareness and promote their image, including: advertising (television and newspaper), sponsorship, sales promotion (e.g. Five dollars off for meal), and direct marketing (through birthday clubs). KFC promotion efforts are not quite as ferocious. They tend to just maintain awareness through television advertising. They occasionally use sales promotion to persuade customers to try new products.

4.4 Place

It is said that location is the key to attracting customers. Looking at the location of a company there are a number of factors taken into account. These include: Who is the target market? Are they easily accessible from the location? Is the surrounding population likely to grow or decline? What is the surrounding competition? Place also refers to a company's image in the consumer's mind. The image is built through promotion and price, etc. The interior and exterior design of the store are also factors that help to build this image.

McDonald's and KFC have very similar "place" components. The locations and appearances of the stores would be hard to differentiate without signs telling consumers who they are. McDonald's, however, holds a different place in the consumer's mind. This is due to the image built through promotion (price is fairly similar). McDonald's is seen more as a fun place for children’s birthday party, while KFC is seen more as merely a place to eat.

4.5 People

There are two important aspects to this element: service personnel (those who provide the product and do the selling), and customers (those who purchase the product). "People" is an important component of the fast-food industry as it is a service industry.

Both McDonald's and KFC use their staff to emphasis a "friendly" environment and to promote the "service" element of the product. Staff adopts the ideal that "the customer is always right". People are ultimately part of the product; therefore they must perform to customer expectations. This is an approach that is constant throughout any service industry.

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