This project consists of a detailed market analysis of a specific Italian industry: the High-Speed Train sector. Therefore, in the project conventional railway lines will not be taken into account, looking only to trains that reach high speeds. In Italy, this means to pay mind only the “Freccie” of Trenitalia (in particular, Frecciarossa) and the Italo NTV trains. These are the Italian providers of high-speed rail service.
The goal is to achieve complete knowledge of the industry that in Italy is going “as fast as a train”, making competition even to the airline sector. The project topics will be treated from the perspective of a marketer who wants to discover all the main characteristics of the market; therefore, with this project we will have full knowledge of the market in all its aspects, from the description of the service to its consumers, from the competitive arena analysis to the strategies of the individual companies. Therefore, this document is suitable for those who need to gain a thorough knowledge of the industry or its fundamental aspect, for any reason. In fact, even if the point of view is that of a marketer, the information can also be useful for any businessperson or executive manager whose activities have touched, for some reason, the Italian field of high-speed rail.
Chapter 1 provides a brief introduction of the Italian economic situation and a small description of the performance of the transport sector in general, for those who have never "chewed" this sector, while also providing some relevant data.
In the Chapter 2, we start to focus on the high-speed rail sector, carrying out the PESTLE analysis, in order to have a general vision of the environment in which the industry operates, from all-important perspectives: Political, Economic, Social, Technological, Legal and Environmental point of views. In short, in this part the reader will be informed about matters of five PESTLE prospects that have an impact on the sector to be analysed.
In Chapter 3 begins the real marketing analysis, starting with an industry overview in which we define precisely which are the boundaries of the sector. Subsequently, we carry out an overview of the consumers who take the train (also presenting a qualitative classification of these), analysing patterns, behaviours and profiles. In addition, there is also a description of the service and how it meets the needs/wants of passengers, also taking into account the additional services (i.e. services that do not meet the basic needs that the service must provide). In the third and last section, we analyse in detail the competitive arena, providing indexes and measures that could explain in more quantitative way the competition within the industry (Market share, Lorenz curve, R index, etc.).
Chapter 4 deals with a deeper analysis about consumers. The first paragraph shows a clusterization of customers, dividing them into classes that differ in preferences and priorities. Naturally, we carried out such analysis through quantitative data extracted from a questionnaire. In addition to the classification of buyers, the paragraph provides some assessment on additional services or other aspects such as punctuality, based on data derived from the survey. The second paragraph deals with the problem of the routes served by the two competitors, which, as we shall see, are not exactly the same. In this case too, the focus is the consumer, in particular the geographical presence of potential passengers who may be interested in the service on that particular route. Then, in the 3rd paragraph, the team carried out a statistic regression (based on a logit model) in order to analyse how factors such as price, service quality, frequency and brand loyalty influence consumers’ choice between the two firms. Finally, you will also find a search about the positioning of the two firms, trying to understand the way they position themselves in the mind of consumers.
The Chapter 5 is fully dedicated to the Porter’s model: a market analysis cannot be considered as complete without a description of the five Porter’s forces. The previous chapters allow us to make the assessments given in the Porter’s model and it makes the readers able to understand them. With the description of industry rivalry, threats of entry, buyer power, supplier power and threats of substitute of the chosen sector we conclude the analysis of the industry. All aspects of the market have been described exhaustively, both in general and specific way.
Three of the 4P of the marketing (Product, Place, Price) are fully described inside the previous chapters. In order to complete the marketing mix we present, in Chapter 6, an overview of the promotion aspects of NTV and Frecciarossa, talking about branding strategies and, in general, how they communicate with their consumers.
Finally, in Chapter 7, we present the SWOT analysis of the two companies that make the competitive arena of the industry. Since only two companies form the competitive arena, to carry out such analysis is even more useful with respect to a very concentrated and competitive market. After the fully description of the market, as the last thing, we want to go into deep of the two companies, talking about their personal strengths, weaknesses, opportunities and threats. Now you know the market, so let us have a look about possible strategies of the two firms that make such market.
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