Marketing Research as a Way to Increase Competitiveness of Railway Company and Forecasting of Demand for Transport

  • Authors

    • Viktoriia Yanovska
    • Olena Pylypenko
    • Viktoriia Tvoronovych
    • Anastasiia Bozhok
    2018-09-15
    https://doi.org/10.14419/ijet.v7i4.3.19961
  • competitiveness, forecasting, marketing research, passenger transportation, railway companies.

  • Justification of management decisions for railway companies, under the conditions of the transport market liberalization, requires the search and collection of reliable information which is related with both the internal and external environment. Alongside, the need to provide competitiveness of the railways involves marketing research. The main objective of this paper is to determine the specific features of applying marketing tools for promotion of competitiveness and formation of the railway company’s strategy. The dynamics of passenger traffic reflects the competitiveness of types of transport in terms of the ability to provide transport services for a better ratio of “price / qualityâ€. The performed researches confirm the presence of opposite tendencies in the long-distance and suburban connections, as well as specific factors of elasticity of demand for passenger transportation at a price. It is established that for the population (the consumer of transport services) the rate of tariffs for transportation is the determining factor of the attractiveness of the carrier in suburban transportation, and therefore it is the factor of its competitiveness, while the rate of tariffs is not the most significant factor in choosing a carrier in long distance transportation. There are subjective technical parameters of competitiveness which do not fit into the “price / quality†system among the factors of choosing a carrier. During the choice of transportation, the consumer is guided by his own system of values which is not universal and leaves each transport company its “niche†for operation in the market as well as the opportunity to win its “own†consumer. Models of forecasting demand for passenger long-distance and suburban transportation by railway and automobile transport are proposed on the basis of forecast of macrofactors. The using of these models will allow railway and automobile companies to form their development strategies.

     

     

  • References

    1. [1]“Ievropeiska intehratsiiaâ€, Ministerstvo infrastruktury Ukrainy, available online: https://mtu.gov.ua/timeline/Evrointegraciya.html

      [2]“Uhoda pro asotsiatsiiu mizh Ukrainoiu, z odniiei storony, ta Yevropeiskym Soiuzom, Yevropeiskym spivtovarystvom z atomnoi enerhii i yikhnimy derzhavamy-chlenamy, z inshoi storonyâ€, Verkhovna Rada Ukrainy, available online: http://zakon5.rada.gov.ua/laws/show/984_011/print1509993267006954

      [3]Hudkova V.P., Yarmolitska O.V. (2016) “Innovatsiino-investytsiine vidtvorennia osnovnykh vyrobnychykh zasobiv pidpryiemstv zaliznychnoho transportuâ€, Ekonomichnyi forum, â„– 1, s.: 129–137.

      [4]“Natsionalna transportna stratehiia Ukrainy do 2030â€, Ministerstvo infrastruktury Ukrainy, 2017, s. 42.

      [5]Eitutis H, Krivopishyn O, Fedorko I (2016) “Teoretychni i praktychni osnovy reformuvannia zaliznychnoho transportu Ukrainyâ€, Monohrafiia, s.: 8–9.

      [6]“Zvit pro rezultaty realizatsii Derzhavnoi prohramy reformuvannia zaliznychnoho transportu Ukrainyâ€, Ministerstvo infrastruktury Ukrainy, available online: https://mtu.gov.ua/news/98.html

      [7]Ashmarina S, Zotova Ð (2016) “The system of marketing information management: development, assessment, improvementâ€, Economic Annals-ХХI: Vol. 160 (7–8), pp: 51–55.

      [8]Branda A.F., Lala V., Gopalakrishna P. (2018) “The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practicesâ€, Journal of Marketing Analytics: June, available online: https://link.springer.com/content/pdf/10.1057/s41270-018-0036-8.pdf

      [9]Statystychni dani pro Ukrainski zaliznytsi, Ministerstvo infrastruktury Ukrainy, available online: https://mtu.gov.ua/content/statistichnidaniproukrainskizaliznici.html

      [10] Transport i zviazok Ukrainy: 2016, Statystychnyi zbirnyk, Derzhavna sluzhba statystyky Ukrainy, K., 2017, s. 175.

      [11] Statystychni dani po haluzi avtomobilnoho transportu, Ministerstvo infrastruktury Ukrainy, available online: https://mtu.gov.ua/content/statistichni-dani-po-galuzi-avtomobilnogo-transportu.html

      [12] Taryfy, Pivdenno-Zakhidna zaliznytsia, available online: http://swrailway.gov.ua/timetable/eltrain/attention/

      [13] Taryfy na proizd u prymiskomu spoluchenni, Lvivska zaliznytsia available online: http://railway.lviv.ua/schedule/fares/

      [14] Tablytsia vartosti proizdu pasazhyriv u prymiskomu spoluchenni po rehionalnii filii (stanom na 29.12.2017 r.), Odeska zaliznytsia available online: http://odz.gov.ua/suburban/value.php

      [15] Taryfy na prymiski poizdy z 06.05.2017 r., Rehionalna filiia «Prydniprovska zaliznytsia» PAT «Ukrzaliznytsia» available online: https://dp.uz.gov.ua/ukr/tarifu_pp

      [16] IEA-UIC Energy and CO2 Railway Handbook (2017), p. 120.

      [17] Sustainable Mobility for All (2017), Global Mobility Report 2017: Tracking Sector Performance, The World Bank, Washington, DC, USA, p. 107.

      [18] World Population Prospects (2017), The 2017 Revision, “Key Findings and Advance Tablesâ€, United Nations Department of Economic and Social Affairs/Population Division, p. 53.

      [19] World Economic Outlook (2018) “International Monetary Fundâ€, April, available online: http://www.imf.org/external/datamapper/datasets/WEO/1

      [20] Ukraina u tsyfrakh 2016: Statystychnyi shchorichnyk. Derzhavna sluzhba statystyky Ukrainy, K., 2017, s. 240.

  • Downloads

  • How to Cite

    Yanovska, V., Pylypenko, O., Tvoronovych, V., & Bozhok, A. (2018). Marketing Research as a Way to Increase Competitiveness of Railway Company and Forecasting of Demand for Transport. International Journal of Engineering & Technology, 7(4.3), 583-587. https://doi.org/10.14419/ijet.v7i4.3.19961