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Subject category: Marketing
Authors: Fabien Pecot (TBS Barcelona); Ariadne Kapetanaki (School for Business and Society, University of York)
Originally published in: 2021
Revision date: 15-Apr-2021
Length: 8 pages
Data source: Field research

Abstract

Alex was watching the incoming tide sweep into the bay. Like the tide, tourists were back in Scarborough this summer morning in 2019. Whether due to concerns about the environment, or the result of a fall in the value of the British pound, staycations on the Yorkshire Coast were increasing. Alex was reflecting on a meeting he’d just held with Neil, the owner of the Central Tramway Company (CTC) who saw this trend as an opportunity for his successful family-owned business. CTC operated a funicular railway, built in 1881 and refurbished in the 1930s which linked the beach to the heart of Victorian Scarborough, a steep walk away. Alex’s meeting with Neil was his first client meeting after setting up a marketing consultancy with four other University of York graduates. Many business owners would have been happy with half a million customers every year and sterling reviews on TripAdvisor, but Neil had ambitions for the business. Yes, CTC was doing well now but the company had no idea who its customers were. Neil had also told Alex that compared with other funiculars in the UK, CTC’s prices were very low and he was keen to understand whether there was any scope to raise them. Neil had asked Alex to analyse the data from a recent survey carried out by CTC and to get back to him with a recommendation within two weeks.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Geographical setting

Region:
Europe
Country:
United Kingdom
Location:
Scarborough

Featured company

Central Tramway Company
Employees:
2-10
Type:
Privately held
Industry:
Transport

Featured protagonist

  • Alex (male), Consultant

About

Abstract

Alex was watching the incoming tide sweep into the bay. Like the tide, tourists were back in Scarborough this summer morning in 2019. Whether due to concerns about the environment, or the result of a fall in the value of the British pound, staycations on the Yorkshire Coast were increasing. Alex was reflecting on a meeting he’d just held with Neil, the owner of the Central Tramway Company (CTC) who saw this trend as an opportunity for his successful family-owned business. CTC operated a funicular railway, built in 1881 and refurbished in the 1930s which linked the beach to the heart of Victorian Scarborough, a steep walk away. Alex’s meeting with Neil was his first client meeting after setting up a marketing consultancy with four other University of York graduates. Many business owners would have been happy with half a million customers every year and sterling reviews on TripAdvisor, but Neil had ambitions for the business. Yes, CTC was doing well now but the company had no idea who its customers were. Neil had also told Alex that compared with other funiculars in the UK, CTC’s prices were very low and he was keen to understand whether there was any scope to raise them. Neil had asked Alex to analyse the data from a recent survey carried out by CTC and to get back to him with a recommendation within two weeks.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Geographical setting

Region:
Europe
Country:
United Kingdom
Location:
Scarborough

Featured company

Central Tramway Company
Employees:
2-10
Type:
Privately held
Industry:
Transport

Featured protagonist

  • Alex (male), Consultant

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