Archive
2021 84 85 86 87 88 89
2020 78 79 80 81 82 83
2019 72 73 74 75 76 77
2018 66 67 68 69 70 71
2017 60 61 62 63 64 65
2016 54 55 56 57 58 59
2015 48 49 50 51 52 53
2014 42 43 44 45 46 47
2013 36 37 38 39 40 41
2012 30 31 32 33 34 35
News
Submit your article
Newsletter


Issue № 76. October 2019

Segmentation of the Freight Railway Transport Market to Create Value Proposition in Collaboration with Freight Forwarders

Svetlana O. Dunaeva

Postgraduate student, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: sodunaeva@yandex.ru

Although the concept of value proposition is fragmentary presented in the academic literature, the initial reason to create this definition relies on the idea to explain why some companies are much more successful on the market in comparison with others. To elaborate value proposition companies should understand needs of targeted customer segments. This article presents an approach to market segmentation on the freight railway transportation along with mentioning key value elements for each segment. Formation of these segments allows creating the understanding of the current needs of each particular freight forwarder. It is a key step in the concept of value proposition, which assists in companies’ competitiveness in the railway freight transportation market. Value elements help to determine which attributes of providing services will have relatively higher importance. Such an approach has special relevance according to the fact that it is used to employ objective indicators with tendency to disregard particular subjective preferences and value orientations of customers. That is why employing value based approach with understanding of customers’ preferences can attract customers to transport their freight by railway mode of transportation. This value proposition approach creates a base to elaborate marketing strategy of railway freight transport companies.

Keywords

Value proposition, market segmentation, freight transportation market, railway transportation, competitiveness, services, value characteristics, loyalty, customer relationships.

DOI: 10.24411/2070-1381-2019-10001

Comments:
No material published in this journal may be reproduced in print or in electronic form without a link to "E-journal. Public Administrarion".
119991, Room A-710, Shuvalovskiy building, Lomonosov Moscow State University
(27/4, Lomonosovskiy Avenue); phone: +7 (495) 930-85-71
Copyright © 2015 SPA MSU


Яндекс.Метрика