A Modern Premium Express Bus Service (Term Paper Sample)

According to Pride and Ferrell, (2016), BoltBus marketers identified and recognized a gap in the market which served as their opportunity to venture into business. The marketers decided to launch a modern premium express bus service to address the plights of travelers in the 21st century on a budget that would shake and change the face of the outdated intercity bus system. The brand name BoltBus, per se, denotes the critical aspect of point to point speed, which contradicts the old-fashioned technique where buses followed long routes that connect many towns and cities (Pride & Ferrell, 2016). This paper seeks to identify the company’s core consumers, how the company uses the knowledge of its consumers to architect its marketing, and whether or not the firm uses consumer sales promotion.
Who does BoltBus consider to be its core consumers?
When BoltBus ventured into the transport industry, they recognized that young families, young professionals, and college students were lacking a transport system that could address their longing for affordable, and comfortable alternatives to the then available long car trips, rails, pricier air, and bus transportation (Parekh, 2009). The company considers these groups as its core consumers when designing its marketing and preparing its schedule. The firm strives to cater for the adventurous and urban educated class of young generation.
How does the company use that knowledge to decide how they market BoltBus?
Marketers at BoltBus understand that most of its consumers who consists of young families and professionals as well as college students are majorly tech-savvy who are accustomed to using smartphones, computers, and surfing online to carry out daily tasks including comparing prices. The firm uses this knowledge to sell its tickets using a dedicated online website that is easily accessible to its potential customers (Chimoff, 2009). The firm avoided selling its tickets at bus termini because this method was relatively expensive since consumers needed to travel from their respective locations to stations to purchase tickets. Additionally, the firm compliments the online technology with word of mouth. This is because some of the BoltBus’ target group are young families and a population of consumers who do not earn much money to spend on social media all the time. However, the firm targets this group of consumers because they are always after a reliable and easy alternative to travel to their destinations.