This report explores the proposal – Bicester Elite Express, a luxury train service aimed at enhancing travel to Bicester Village, a premium shopping destination. Acting as a Junior Consultant for Boston Consulting Group, the analysis focuses on Bicester Village’s brand positioning and market trends, utilizing both primary and secondary research. The report examines emerging luxury consumer behavior and identifies key market opportunities. It concludes with strategic recommendations for the Bicester Elite Express, addressing potential barriers and offering solutions to ensure the project’s success.
SKILLS APPLIED:
Market analysis, Consumer behaviour analysis, Problem-solving and Opportunity Identification, Data-driven decision-making, Strategic recommendations development.
Duration:
October 2023 – December 2023
Objective:
The objective was to develop a new innovation for Bicester Village that aligns with the current dynamic retail landscape and the ‘new normal’ post-COVID-19 pandemic. My personal idea, the Bicester Elite Express, aimed to enhance customer engagement and elevate the overall shopping experience by offering a luxury train service that integrates seamlessly with Bicester Village’s premium brand image.
Project Type:
Individual project
Challenges Faced:
How I Overcame Them:
Result:
As an academic project, the Bicester Elite Express proposal demonstrated a well-researched and comprehensive pricing strategy, with ticket prices set at £85 one way and £150 round trip based on consumer insights. The pricing model was aligned with the preferences of high-end travellers and reflected the value of the luxury services offered. The project received positive feedback for its innovative approach to customer engagement and pricing strategy, and it successfully illustrated how the Bicester Elite Express could enhance customer satisfaction and increase loyalty to Bicester Village.