Marketing Plan
Executive Summary
City to City Transportation Services is a Kingston-based company which provides scheduled ground transportation between Jamaica’s capital city Kingston, from the Norman Manley International Airport (NMIA) in the south-east and the resort town of Ocho Rios, a central business district in the north-eastern quadrant of the island. The company fills an unmet need within the transport sector, by offering premium ground transportation services to both business and leisure travellers within the area of operations. Currently, for the selected route, there are shared taxi services which are costly impersonal and may require vehicle transfers, public transportation which is rather inconvenient and unpredictable and limousine/private car service which can also be pretty costly, but nothing in between. City to City’s services are a hybrid of a public bus system and a private limousine service, utilising the bus capacity and the personalised services of a limousine whilst avoiding the high price which limousines and other private carriers would charge. For most of the market, people appreciate the limousine services but cannot afford the price point.
The mission of City to City Transportation Services is to provide the customer the finest transportation service available at a reasonable price. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
The company will be led to profitability by Ms. Alma-Lee Gordon, a veteran of the transportation business. Alma-Lee has a degree in Business Administration with a strong background in accounting. Also forming a part of the management team is Mr. Brian Gordon who possesses a Bachelors’ Degree in Information Technology and Marketing, in addition to twelve years of service in the hospitality industry as marketer, trainer and guest relations coordinator. Having spent years in two industries which
City to City Transportation Services is a Kingston-based company which provides scheduled ground transportation between Jamaica’s capital city Kingston, from the Norman Manley International Airport (NMIA) in the south-east and the resort town of Ocho Rios, a central business district in the north-eastern quadrant of the island. The company fills an unmet need within the transport sector, by offering premium ground transportation services to both business and leisure travellers within the area of operations. Currently, for the selected route, there are shared taxi services which are costly impersonal and may require vehicle transfers, public transportation which is rather inconvenient and unpredictable and limousine/private car service which can also be pretty costly, but nothing in between. City to City’s services are a hybrid of a public bus system and a private limousine service, utilising the bus capacity and the personalised services of a limousine whilst avoiding the high price which limousines and other private carriers would charge. For most of the market, people appreciate the limousine services but cannot afford the price point.
The mission of City to City Transportation Services is to provide the customer the finest transportation service available at a reasonable price. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
The company will be led to profitability by Ms. Alma-Lee Gordon, a veteran of the transportation business. Alma-Lee has a degree in Business Administration with a strong background in accounting. Also forming a part of the management team is Mr. Brian Gordon who possesses a Bachelors’ Degree in Information Technology and Marketing, in addition to twelve years of service in the hospitality industry as marketer, trainer and guest relations coordinator. Having spent years in two industries which