Greyhound is part of the travel services industry, providing intercity travel within the United States as well as travel packages and mail services. The environment that Greyhound operates in his been effected by the events of September 11. The safety concerns, the decline in air travel and the decline in international travel creates opportunities for Greyhound. In the current environment, there would be increased interest in travel arrangements other than air travel. This creates an opportunity for Greyhound to take advantage of the situation and promote its services. The main problem that Greyhound faces is how to maintain current demand after the environment has stabilized. After analyzing the various problems and the future scenarios the recommendation is that Greyhound expand its services and create an extensive marketing campaign to promote its services. To ensure that increased demand is maintained there should also be a focus on ensuring new customers become repeat customers and that the marketing campaign has long-term effects. This will allow Greyhound to take advantage of the current environment and carry it through to the future when the environment stabilizes.
OVERVIEW
Greyhound Lines Inc. is a provider of bus transportation services. It serves over 2600 destinations in the United States with 18,000 departures per day. (Greyhound Company Profile)
Greyhound has three lines of business. The first is the basis of their service and is intercity bus transportation. Greyhound states three points that are crucial to them being successful in this area (Greyhound Company Profile):
Everyday low walk-up fares.
Provision of the only means of regular transportation between cities and towns across the United States.
Provision of extra seats during peak travel periods to accommodate passengers.
The other two services that Greyhound offers are Greyhound Package Express and Greyhound Travel Services.
Greyhound Package Express is a package delivery service, specifically for remote locations that other postal servers do not serve. The center of Greyhound's service is its Daily Direct Service. Greyhound Package Express also delivers highly time sensitive items. (Greyhound Company Profile)
Greyhound Travel Services is a new addition to Greyhound and one that is quickly growing. Greyhound Travel Services delivers charter and tour services, offers Greyhound vacations, destination management, sightseeing, charters and shore holidays and package tours.
As well as this, future plans include providing a dedicated fleet for travel services, adding televisions, audio systems and luggage racks. (Greyhound Company Profile) A new addition added to Greyhound Travel Services in 2001 was Greyhound Vacations, which are getaway packages for popular locations such as New York City and Los Angeles. (Greyhound Company Profile).
Important information is also noted in relation to Greyhound's employees, customers, safety and environment.
Greyhound employs over 13,000 workers, 5000 of those drivers. Greyhound and its employees have a cooperative relationship via a labor union. The relationship is based on mutual trust and mutual gains bargaining. (Greyhound Facts & Figures)
In regards to customers, Greyhound reports that many passengers travel by bus because it is safe and more economical. They also report that most passengers travel to visit family and friends and benefit from the low cost of tickets. (Greyhound Facts & Figures)
In regards to safety, Greyhound reports that a recent audit showed that they have an excellent safety record, with one-fifth the accident rate of all commercial vehicles in the United States. (Greyhound Facts & Figures)
In regards to the environment, Greyhound reports that one Greyhound bus takes 17 cars off the road and achieves 162 passenger miles per gallon of fuel. (Greyhound Facts & Figures)
The main issue effecting Greyhound is how the events of September 11 impact upon it. Since September 11 there is a new fear of flying. This is likely to increase the number of people choosing bus travel over air travel. It also means that many people in the United States will choose holidays within the United States instead of overseas travel. The downside is that there will be less overseas visitors travelling within the United States. It has already been noted however, that the majority of Greyhound customers are Americans travelling to visit family and friends. Overall then, we would expect demand for bus travel to increase. This brings with it both opportunities and problems.
This is a changing environment for Greyhound. This report will focus on how Greyhound can respond to these changes and specifically how the problems they create can be predicted so that the opportunities presented can be fully...
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