You are the director of marketing for CHEETAH LINES, the operator of the largest intercity bus network in the United States. CHEETAH serves over 2,000 destinations in the United States and offers passengers comfortable seating, power outlets and Wi-Fi and free checked baggage. CHEETAH ticket prices are much lower than most domestic airfare which makes CHEETAH popular among the budget conscious travelers. Most of CHEETAH’s clientele use the services for shorter trips rather than cross-country excursions or as transportation to a vacation destination.
CHEETAH is excited to soon begin new routes into Canada. There will be three Canadian destinations announced soon: Montreal, Vancouver and Toronto. All three cities are popular cross-border destinations among United States citizens that wish to visit Canada. Executives at CHEETAH are excited to offer the public an easy affordable option to visit these destinations. Tickets will soon be available on the CHEETAH website. Travelers may reserve a ticket to the Canadian cities starting from any of CHEETAH’s bus depots.
The senior vice president of CHEETAH LINES wants the marketing of the new CHEETAH Canadian destinations to target individuals that would not usually travel via bus. The senior vice president has asked you to create a marketing plan that includes the following:
• Customer profile
• Effective marketing strategies
• Methods to communicate the competitive advantage
• Best communications channels
