Positioning strategy of intercity train services toward the enhancement of corporate image of KTM Berhad

This research is about identifying the positioning used by KTM Berhad Intercity Train Services and how does the positioning variables able to enhance the corporate image of KTM Berhad. It is important for a company to know what their positioning statement is and how it helps them in the market place. Positioning strategy able to help company to distinguish itself from others, like what do the company do better, different, faster, cheaper, or with higher quality. It also manages to recognize a company identity such as what are the qualities they want to be known by, because a company cannot be everything to everybody. As in this research, researcher has identified the factors that influence public to used KTM Berhad Intercity Train Service, and how does the factors can contribute to effective positioning on KTM Berhad intercity train service. In addition, this research also manages to locate which positioning variables can be used to enhance KTM Berhad corporate image, and in the same time recommend some action that KTM Berhad can implement in the future. This research is a descriptive research and used the non-probability sampling. The survey is conducted by distributing 100 questionnaires to passenger of Intercity Train Service. From the questionnaires, all the objectives of this research is answered and certain areas of improvement has been identify.