To understand the current state of the market and the specific needs and expectations of the target customer base, we began by conducting in-depth market research and analysis. This included gathering data through surveys and focus groups, analysing industry reports and other published information. Based on our findings, we identified a gap between what customers wanted and what the company was currently offering. To bridge this gap, we suggested introducing more personalised options that cater specifically to each individual customer's preferences and needs. By utilising the client's modern manufacturing facility as a key element in all sales and marketing processes, we could create a more tailored and personalised customer experience. This approach would encourage them to keep returning, as they would feel more confident in the brand due to its customised service offering. This strategy was based on the customer needs and expectations theory, which states that a product or service should meet or exceed the needs and expectations of the target customer in order to be successful.
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In addition to personalisation, we also focused on streamlining the customer journey to make it easier for potential customers to find relevant information quickly and without hassle. This was based on the customer journey optimisation framework, which emphasises the importance of creating a smooth and efficient experience for customers in order to build trust and loyalty. To do this, we worked to eliminate any unnecessary steps or barriers in the process.

We also made significant changes to the company's marketing efforts, revamping them to better resonate with target audiences on social media and other digital channels. This was based on the marketing mix theory, which suggests that a successful marketing strategy should consider the 4P's: product, price, promotion, and place. We aimed to increase visibility for the client's trains across the UK and multiple European markets to attract more potential customers and build a more extensive fan base for the brand.

Finally, we helped redefine the company's market positioning strategy to stay ahead of competitors and achieve desired market share goals. This was based on the market positioning theory, which emphasises the importance of differentiating a product or service from competitors to gain a competitive advantage. Through intensive research into industry patterns and major players, we developed a plan that included special offers timed to peak travel periods and increased investment in R&D initiatives. This strategy aimed to improve existing products while introducing new ones regularly to meet changing customer technological demands and stay ahead of the competition.