Market Analysis of Mørelinjen

The regional bus company of Mørelinjen A/S has experienced an unsatisfactory traffic development. This project aims to evaluate the traffic potential and how to release it in terms of generated and/or transferred traffic.A necessary prerequisite to reach this goal was to undertake major surveys of both bus and private car trips. Even if our investigations revealed little dissatisfaction with Mørelinjen, it also showed a relatively small share of very happy customers. Thus, the marketing efforts should be focused on maintaining and improving the level of satisfaction in areas where the score is already high, at the same time as one attempts to eliminate aspects that are perceived as directly problematic.