Luxury Trains.
Japan’s major railroad
companies are focusing on providing their service to a new target market. As
the country’s population is getting older, less people use trains as commuters
traveling to work. As a result, the
industry shifted to please the needs of the retiring age who enjoy doing fun
activities. They introduced luxury trains designed exclusively for
entertainment purposes rather than being a transportation mode to go from one
place to another.
Couples can pay up to
$22,000 to experience traveling in a luxury train. The luxury amenities include
live music, gourmet dining, and high end finishes and décor. The price reflects
the fact that there are not a lot of companies that provide a service
specifically for the older population as a target market. The few train
companies that have decided to provide this service can justify the high price
by claiming that since trains for this new target market do not have a lot of
competition, that people will be willing to pay this price. Customers have put
in a high value to the experience causing them to desire paying thousands of
dollar for it.
Train companies have made
a good decision in introducing a new type of service for a population that
seems to be transitioning. Instead of continuing with their current target
market, the commuters, train companies have expanded towards the retiring age
as a way to remain providing services to its population as it reaches a new
stage.
By: Mariana Paramo
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