2. Discuss the key issues for small passenger transport businesses trying to compete with transport businesses owned by large multinational companies such as Transdev

(who own and operate bus and coach services globally). The Annual UK Coach Awards offer includes a category for marketing activity in both large and small operator categories. The small operator winner in 2014 was Johnsons Coaches. The company was commended for its brochure, which included ‘a mix of marketing activities to keep costs down while maintaining sales’. The operators had

‘analysed their market position, identified their target markets and set objectives to achieve their strategies’. While this sector of the travel industry is highly competitive, it is still relatively traditional in its marketing activity. The traditional coach party market is still made up of older travellers, and services for Group Travel Organizers (GTOs) range from B2B customers to small groups and individuals who, although representing an organization, are usually treated more as a B2C relationship. Their bookings are less frequent and they have flexibility to choose providers based on price and availability.

Many GTOs are volunteers from a club or society and still prefer print media, as do many B2C customers. Having noted this, the Silver Award went to Greys of Ely. It was noted that:

in recent years social media has become integrated into all aspects of life and business has been quick to harness its power and influence. Facebook marketing has been available for some time and Grey’s refined their message to suit this outlet. In addition, a video on YouTube has generated significant interest and the combined effects have had positive results.

Megabus was the winner of the large operators Award for Marketing based upon its:

substantial growth across all its business and marketing key performance indicators through the implementation of a carefully measured and integrated digital strategy, based on comprehensive research and led by a clear understanding of customer needs. The judges were impressed by the sophisticated and scientific approach taken, representing a root and branch appraisal which has delivered substantial benefits.

The level of sophistication within the development of marketing strategies for larger businesses is made clear here, and in the Bronze Award for smaller operators (won by Anthony’s Travel, which had ‘embraced a range of promotional techniques’ even though

‘the company admits it lacks the resources of larger operators, but it has used its budget wisely to devise campaigns that are still innovative and eye-catching’).