Company Introduction and Trams History in Adelaide - Management Assignment Help

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Company Introduction and Trams History in Adelaide

Adelaide Trams has been operational since 1878 and continues to be in service to this day. Adelaide Trams started with horse-drawn carriages until electric powered trams started in 1907. Trams were used for daily travel and handled by Municipal Tramways Trust (MTT). After the great depression, the maintenance of the tramway system became difficult. With difficulty in financing new tram lines due to the great depression and the emergence of new personalized cars and trolleybuses, there was a decline in usage of trams (Prosser 2017). The Tram line was kept alive and was taken over by The Department for Infrastructure. Adelaide Metro is now run by the Departmental for Infrastructure and Transport (DIT). The service includes buses, trains and trams throughout the metropolitan area (Adelaide metro 2021).  Adelaide Metro Operation (AMO) consumer segment consist of varied backgrounds which includes young families, teenagers and the elderly (60+).  AMO also caters to segments such as students and patrons with disabilities. For the purpose of this marketing plan, it will focus on young student age patrons during the peak festival months of January to March.

Situation Analysis

Adelaide Tram Network has been operating since 1878. The tram network has reduced significantly over the years however in October 2018 two extensions of the Tramline were created and put into operation.  The new lines were from the city to the Entertainment Centre in Hindmarsh and also the Festival Centre on King William Street. Such extensions of the tramline has assisted in revenue generation due to both sites being entertainment venues that host concerts, plays, and other recreational events.

The main competition of trams is buses and personal cars. The increase in the number of buses and patron using their own personal cars due to COVID 19 has depleted the consumer base of the trams in the last 18 months. AMO must target young patrons by partnering with events, concerts and festivals in and around Adelaide and promoting trams for their journeys to and from venues and the universities.

Marketing Summary

AMOs market consists of a wide-ranging consumer market that travel from greater Adelaide. The consumer segment includes university students, Central Business District commuters, school children, hospital employees, leisure customers, consumers in electric scooters and wheelchairs, infrequent travellers and AMO Employees (Glaister 2021)

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