Tgv - international marketing

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TGV– High Speed Train
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The definition of the acronym TGV is not obvious. On one side it is the abbreviation for "High Speed Train", but also a name filed by SNCF and is supposed to apply only to the French TGV. In addition, there are no specific criteria for defining a high speed train but the speed seems to be theelement that will make a train at high speed or not. UIC considers as an high-speed train:
- Trains travelling at speeds exceeding 250 km / h on dedicated lines
- Trains travelling at 200 km/h on standard lines adapted
- Trains can run at lower speeds because of special conditions of terrain, topographical or urban environment.

We will therefore base on this definition of theTGV in this folder. Thus, we will speak about the high-speed train built in France called TGV.

The French TGV celebrates its 25th anniversary in 2006. The TGV is, in 2009, the train on the rail world's fastest in commercial service. In Japan, the Maglev has the speed record for maglev trains, and China, the Shanghai Maglev Train is being commercially exploited. Recently, a standard courseaverage was 263.3 km/h average speed from station to station. On April 3d, 2007 on the East European TGV, SNCF beat his own record by reaching the train rolling test 4402 at a speed of 574.8 km/h. The high speed train services more than 150 cities in France and over thirty in the bordering country.
The TGV is very successful both nationally, with an increase in the number of passengerseach year, a development of lines and trains that on the international level with an opening to Europe and the world by exporting its prototypes. The TGV also has a strong communication policy maintained by the SNCF, which keeps its place on the market.
For example, the trademark logo TGV, the metallic look is supposed to evoke the fluidity, speed and power train. In reverse, the logo canevoke a snail, and the speed of TGV is put in opposition of this symbol of slowness.

Thus, in this study, after describing the product, we will located on different scales of the market and understand the source of its success. Finally, we will discuss about consumer segmentation, key competitors and we will conclude about his upcoming projects.
Table of abbreviations

Table of contentsIntroduction 1
1 The product 4
1.1 Origins and history 4
1.2 Characteristics 5
1.3 Different TGV 5
1.3.1 TGV in the world 6
1.3.2 TGV in France: the TGV Network 6

2 The Market and its success 8
2.1 The transport market, a growing market 8
2.1.1 The French rail market: leader Alstom and SNCF 9
2.2 The TGV market 10
2.2.1 Domestic demand 10
2.2.2 TGV in Europe 10
2.2.3 TGV outsideEurope 11
2.3 Its success 11

3 Customers and competitors, what future for the TGV? 12
3.1 Customer 12
3.2 Competitors 13
3.3 Project and its future 14

Sources 16
Annexes 17

The product

1 Origins and history

The idea of a French High Speed Train appeared at the beginning of 1960s with as objective to connect the French big cities and to compete with the plane and theautomobile. The example came from Asia, where the Japanese had launched in 1959 the construction of their High Speed Train called Shinkansen.
At the end of 1969, the government is informed about the will of the French National Railway Company (FNRC) to realize its high-speed rail road between Paris and Lyon. This train is called TGV (Train à Grande Vitesse). The price of the construction site for419 kilometres of lines is 2,8 billion francs, without counting the development and the purchase of 87 trains. The first version of the TGV was powered by a gas turbine and the prototype, TGV 001, was the only ever built train.

Indeed, the oil crisis of 1973 marked the beginning of the revival of railways by removing the gas turbine. And June 6, 1974, the last Council of Ministers...