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Marketing Research of Union Pacific Railroad

Marketing Research of Union Pacific Railroad

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Marketing Research of Union Pacific Railroad
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Netra Shetty
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Marketing Research of Union Pacific Railroad - April 9th, 2011

Marketing Research 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.[1][2]
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).[3] Both numbers represent the highest amount of any railroad currently operating in the United States.[4][5] 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.

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Marketing is one of the most important processes in any business, because it can be considered as an imaginary line which connects the customers and the firm. In that case, it will be important to ensure that it is properly planned and implemented. The Peninsula Hotel Groups is considered as one of the most well-known name in the hotel and hospitality industry in the world, not only to its survival in the industry for a long time, but also because of its quality and being classic.

This paper will focus on analyzing the different marketing processes of Peninsula hotel which focuses on the corporate, customers and competitors marketing strategies. It evaluates the current effectiveness of the said marketing strategies, at the same time, talk about the connections of the different marketing theories behind the process of strategic marketing planning by using 2 marketing models, which are: marketing strategy triangle and Porter’s generic strategies.

The study focus on the current international or global marketing strategies of the company which pertains on its application of technologies such as the Internet and its website which enables the customers to retrieve and access information regarding the hotels, at the same time, enables them to reserve and book their stays. It also focus on the segmentation process which enables the hotels to focus on the specific needs of each and every groups of their common and possible customers such as VIP, business, family, honeymoon, adult and children. The said factor helps the company to have a strong relationship with their customers. In addition, this study also focuses on the company structure, and its connection to the marketing process of the hotels. It shows that the hotels uses an integrated marketing communications which enables one department or individual to plan, manage and control the different marketing resources, which help the group to have consistent standards and results.

In the end of the paper, the author gives the two most important opportunities which can be taken advantage of the company, in order to gain competitive advantage and maintain their position in the industry and market: mobile marketing and offering affordable services. The mobile marketing can help the company to gain more customers, due to the fact that the number of mobile Internet users is increasing and helps to improve and maintain their strong connection and relationship to their loyal customers. At the same time, by offering affordable room services, the hotels will be able to cope with the current global financial crisis and growing number of Mainland Chinese visitors.

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