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Situational Analysis
Introduction- InterCity
InterCity has been transporting Kiwis and international visitors around New Zealand (NZ) for more than 30 years. In 2009, InterCity carried over 1.3million passengers throughout their extensive NZ network (Rode, 2010). Their current business model (B2C) has been developed over time to compete with airlines and other inter-city bus companies such as Nakedbus. The company’s long run success has lead managers to keep InterCity’s business model relatively consistent. However, this approach will not ensure a sustainable competitive advantage in the upcoming future. In order to compete with other companies changes will need to be made to the existing business model. This report will complete basic analyses including; customer, competitor, industry and SWOT. These analyses will lead to the discovery of critical success factors. Combined, these factors and analysis will allow future recommendation to be made in relation to the marketing mix. Strategies will be indentified which include, retaining low pricing, promotions to students, providing an online feedback system, focus on upcoming technologies and maintaining bus quality.
Industry Analysis
In order to understand the industry, analysis of the four factors used in PEST will be discussed briefly.
Political/Legal
Regulations and road rules are the main political/ legal issues in the transport industry, such as driver hours, bus facilities, and speed limits. These must be followed to maintain InterCity’s brand reputation.
Economy
In terms of the economy, the recent recession lead to more people choosing bus travel over their own cars due to fuel costs (InterCity, 2006). Also, the low price of a bus ticket is constant compared to sporadic airline prices.
Social
Social factors that affect the bus transport industry include the perceived time and convenience of

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