The paper "First Group Bus Company in the UK " is a good example of a business case study. First Group Bus Company is a major public transport operator in the UK and the United States. The company currently ferries more than 2.3 million passengers annually and this number has led to significant savings in terms of prevention of greenhouse gas emissions. The company currently ferries more than 2.3 million passengers annually and this number has led to significant savings in terms of prevention of greenhouse gas emissions. The company has been at the forefront of promoting the use of public transport due to its responsibility towards the promotion of environmental sustainability.
However, its efforts have not yielded phenomenal success since a lot of passengers still prefer using their personal vehicles to go out to work or undertake other activities. This analysis will look into the reasons why people preferring using private transport means in relation to the services offered by First Group. The company would like to improve its services so as to match private vehicle users. Market Research The preference for private cars over public transport has been on the increase in the United Kingdom.
The number of journeys undertaken by private vehicles has been on increase in the UK and Western Europe. As a marketing company tasked with the duty of investigating the company and the services it offers, we shall investigate the services offered by First Group buses in comparison to private transport. Although First Group offers affordable fares and services to its passengers, the company has been unable to capture the market as more people prefer private vehicle transport (Reibstein 2009, p.
373). The market research will involve a study on public transport in the United Kingdom with a biased look into First Group and its activities. As a marketing research company, we shall analyse the factors that affect the service provision at First Group. Although, public transport is affordable in the UK, a lot of people prefer this means of transport compared to the people using bus transport. This study was undertaken in the UK whereby respondents above the age of 18 who used private and public transport means were interviewed. Respondents and Procedure A questionnaire was prepared and sent online to selected recipients from within the UK with 86% of them answering the questionnaire.
While a further 14% either declined or refused to answer the questionnaire. From the total of 4,300 respondents sampled and invited to undertake the study, only 3,120 agreed to undertake the study. The study focused on urban and countryside travel with the purpose of understanding the perceptions and thoughts of these travellers. The mean age of the respondents was 38 years (SD = 10.7). Sixty-two percent of the respondents while 23% had been to university and the remaining 13% had formal education.
The respondents were classified based on age and income since these factors affect transport. Measures The study focussed on several measures and rating of the respondents was given based on these measures. These measures included; cost, comfort, reliability, flexibility, freedom, safety and environmental impact. These measures were weighted given a score ranging from ‘ 0 to 10’ . The respondents gave their feelings and opinions on the use of these transport means and the extent they rated these transport means.
81% of the respondents were aware of the problem and issues surrounding private and public transport in the UK. For instance, most of the respondents were not aware of the problem surrounding public transport and services offered by First Group.
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