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Marketing railway services |
If profit is the driver of commercial activity, one may
wonder why the transport industry seems to have been shielded
from concerns with the bottom-line.
However, the industry is no longer sheltered. Things have
been gradually changing under pressure from a business community
that turns to transport operators when they can satisfy
its needs in a timely manner and at the lowest possible
cost. Such are the rules and benefits of competition.
For railway organizations, which have traditionally evolved
as vertically-integrated transport enterprises under government
ownership, adapting to the rules of competition possibly
may mean more profound changes than for any other transport
operator. Many railways have therefore taken measures to
put service and the customer at the centre of their preoccupations.
Yet, others still need help in making rail transport more
efficient. For this reason, UNESCAP has devised a set of
guidelines to assist railway managers in their efforts to
transform their organizations into commercially vibrant,
market-led organizations. (Full
text of marketing guidelines).
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