Metro Trains Melbourne is commonly known as Metro and is operated through a franchise in sub-urban railway network in Melbourne, Australia. The company is a joint venture established between Hong Kong based MTR Corporation. A fleet of 407 three-car trains is operated by the company regularly. As far s the train lines are concerned these are sixteen in number and another train of special events is also operated by the company. The track of the train is 837 kilometres in length and deals with almost all the regions and states of Australia. The customer boarding provided by the train on yearly basis are 228 million customers. More than 14,000 services are carried out and 415,000 are provided with transportation facilities each weekday. State Government of Victoria has selected the company to be a new operator in its relevant agency. In the year 2009 the previous operator of state services was replaced by the government and since then the company is busy in providing the state with its transportation facilities.
The strategy being followed by the firm is quite weak in a sense that no attention is provided to marketing campaigns. The firm is running without any sort of unique marketing strategy,. The major reason behind this is very low level of threat being faced by the firm in terms of competition. Another factor that is important regarding business strategy of firm is that it is not paying enough attention to the customer service provided to its customers. All this can contribute enough to decline the profitability of the firm in long run because customer services are considered to be a very integral part of firm’s strategy and to a larger extent customer services determine the success of the company (Mees, 2010). In order to maintain the customers and to attract new customers in the region who are currently using other sorts of transport facilities, the firm will have to invest in the field of customer services.