Marketplace Strategy Contract
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Marketplace Strategy Contract

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  • Alternative Title:
    Marketplace strategy for Prichard Intermodal Terminal.
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  • Abstract:
    The Heartland Intermodal Gateway (HIG) in Prichard, WV is dedicated to providing a corridor for double-stacked rail across what is known as the “heartland” of the United States. The Rahall Transportation Institute (RTI) was tasked with assisting the development of the HIG and promoting its use. To this end, RTI has conducted several phases of market research to determine a strategy that will best promote the HIG in the context of its surrounding business environment. RTI conducted a market plan to set goals and strategies, as well as providing essential information and communications capabilities. A market assessment was conducted on nearby and similar ports in the region, determining the HIG’s role in the overall port and intermodal marketplace. RTI also analyzed PIERS data to determine the number of companies that import and export in the region and analyze the HIG’s role in the import-export market. RTI also held focus groups, which were conducted by Dr. Deanna Mader, to determine the naming of the site that would optimally attract attention, be easily remembered, and would create a brand. “Heartland Intermodal Gateway” was the name determined for the site. Deliverables for each of these stages is provided both in the package and in the appendices. The HIG is an enormous opportunity for the state and the region, and will contribute greatly to both national and international commerce.
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