Stena Line Ferries

Stena is an international transport and work service come with, in feat since 1962. Stena comprises of two main divisions, freight and passenger ferries.

Currently it operates 16 ferry routes between the UK and Ireland.

Although Stena is currently operating in turbulent economical times, the organisation has many internal strengths, such as a good financial track record backed up by a strategically focused international management team. Obviously the external macro-surround poses some little terrors i.e. the Iraq war, but similarly the environment allows for the latent of many opportunities to develop and expand the organisation and their services.

An mental testing of Stena in relation to Porters Five Forces model utmostlight that Stena take for some real concerns in relation to threat from buyers and suppliers. The threat from buyers include the ever increasing level and types of competition. Threats from suppliers include the escalating elicit prices within the industry and Stenas dependance on expensive airmanship fuel.

The key area of research for this paper was the examination of Stenas company loyalty scheme and its effectiveness from a customers points of view.

The research findings steeplighted that the tangible uptake of the Compass Points scheme was low. Even though the potential benefits for customers exceeded the benefits offered by Stenas principal competitor Irish Ferries.



There emerged a lack of awareness on the part of the customer that unity could obtain a card and thus its benefits after hardly travelling twice a year. For example 86% of respondents traveled by ferry at least once per annum and and 13% had a compass loyalty card.

It emerged that satisfaction levels were high on that particular crossing and there existed an intention to travel again with Stena. In fact satisfaction levels were exceptionally high with approximately 94% quelled or very satisfied with their trip on the HSS...

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