M.Comm. / Metro Rail has to make a thorough study of how to compete and flourish in this dynamic Industry. It has become vital that the company refocuses its efforts to meet or even to exceed its customer's expectations. The overall objectives of this study are the following: To describe the theoretical basis of the different types of macro environmental variables and they're likely impact on the decision making process of a transport user. To discuss the different stages involved in the consumer and buyer decision making process. The ultimate goal is to ensure that the most appropriate strategy guidelines are set to exploit opportunities in the passenger transport industry. To look at how modal integration will enhance the passenger transport industry if adopted.