A Case Study Model for Strategic Marketing Planning for Airport Managers
Abstract:
Marketing planning in an airport as with other organizations is
all about selecting appropriate target groups and formulating a marketing mix
to achieve marketing objectives and financial targets. However, the factors
which need to be considered in the dynamic and ever changing airport industry
means that airport marketing planning is more than just applying general theory
to practice. Therefore, this paper considers the unique case of airports and
goes through the modern day planning process using the example of King County
International Airport. It starts by considering the mission, value and vision
statements to establish where the airport wants to be and looks at the
strengths, weaknesses, opportunities, and threats (SWOT) to assess where the
airport is now. This leads to an evaluation of the marketing strategies which
should be adopted.
Keywords: Airport Management, Airport Marketing, Strategic
Planning, Marketing Management Airport Decision Making.
Introduction:
Marketing planning case studies help airport managers prepare for
real-world problems, situations and crises by providing an approximation of various
marketing environments.Thus, through the examination of specific marketing
cases, airport managers are given the opportunity to work issues through the
trials, tribulations,experiences, and research findings of other marketing
professionals. An obvious advantage to this mode of marketing planning is that
it allows airport managers the exposure to settings and contexts that they
might not otherwise experience. One way to study airport marketing issues is
through the use of strategic marketing planning case studies. Strategic
marketing planning is a process of developing a map or route an airport will
follow which identifies what products are to be provided to which customers,
where they will be provided, and at what price. Based on the vision and mission
statements, an airport strategic marketing planning summarizes the basic
operational tasks, goals, objectives, strategies, and tactics for the airport
organization (Quilty, 1999; Pearce and Robinson, 2005).
viewed between Federal Express and United Parcel Service, and
between United Airlines and American Airlines.
Marketing
Objectives:
Marketing
objectives are time bound statements of intended future results and general and
continuing statements of intended future results. For purposes of this paper,
the marketing objectives for the King County International Airport (KCIA)* are
as follows:
1.
Identify those elements of the strategic marketing management
process that precede strategic decision-making at the KCIA.
2.
Identify and address the products and services that exist at KCIA.
3.
Identify and address the customers and markets that exist at KCIA.
Mission,
Values, and Vision Statements:
The
mission, values, and vision statements of the King County International Airport
are as follows:
Mission Statement:
The
mission of the King County International Airport is to support the economic
vitality of the county, to support the national air transportation system, to
encourage advanced technology, to provide safe and continuous general aviation
airport services to King County businesses and residents and to serve as the
gateway to the county. In fulfilling this mission, the Airport will be a good
neighbor and environmental steward and will provide quality facilities to
Airport tenants and operators in an efficient, environmentally safe and
fiscally prudent manner.
Values
Statement:
1.
The values of KCIA are:
2.
Safety is crucial
3.
Economic vitality, responsiveness to the area economy
4.
Looking to the future
5.
Environmentally sound
6.
Collaborative in community
7.
Innovative
8.
National leader
9.
Support state-of-the-art manufacturing
Vision
Statement:
By
the year 2018, the King County International Airport will be a national leader developing
partnerships with the King County community, businesses and residents to provide
airport facilities and services which are environmentally and economically
sound and ensure the community’s well being. Today:
1.
KCIA strives to be the best airport in the country and serves its
aviation customers well.
2.
KCIA strives for excellent relationships with the community. There
will be mutual respect between the airport and the community, even when the
community does not like the impacts of airport operations.
Problem
Statement:
To
achieve the mission, values and vision of King County International Airport,
the County must adopt a sound strategic marketing management plan and implement
specific strategies for success. What are the appropriate strategies to
implement? In strategic marketing management, one way to assess the airport
marketing environment is through strengths, weaknesses, opportunities, and
threats (SWOT) analysis.
A Case Study NIVEA FOR MEN
Developing a marketing
plan
Introduction
The NIVEA® brand is one of the most recognised skin and beauty
care brands in the world.NIVEA creme was first introduced in 1911 and the NIVEA
brand now extends to 14 product ranges worldwide from suncare to facial
moisturisers, deodorant and shower products.In 1980 when Beiersdorf, the
international company that owns NIVEA, launched itsNIVEA FOR MEN® range
internationally, it broke new ground with its aftershave balmproduct. It was
the first balm on the market that did not contain alcohol, which can irritatethe
skin. It proved to be very popular with consumers.
In 1993, NIVEA FOR MEN developed a fuller range of male skincare
products. This reflected the growing social acceptance of these products with
male consumers. The brand was able to exploit its knowledge of the skincare
market. The company’s research showed men mainly wanted skincare products that
protected the face after shaving. Men were willing to buy products that helped
calm and soothe irritated skin caused by shaving.
What is a marketing plan?
A business needs to set its overall direction for the company
through a business plan. This plan sets out how the company is to achieve its aims. The
aims and objectives of a business inform and shape its business plan. A vital
part of the overall business plan is the marketing plan.
The main sections of the plan cover:
• SWOT and competitive analysis – to assess where the business
or brand is currently andwhat competitors are doing :
• objectives – what the plan needs to achieve
• the marketing strategy – how the objectives will be achieved
• sales forecast – by how much sales are likely to increase
• budget – how much the marketing activities will cost and how
the plan will be financed
• evaluation – how outcomes will be monitored and measured.
NIVEA FOR MEN used to
SWOT analysis to help it access
the market. This takes a detailed look at the internal strengths and weaknesses
of the business as well as external opportunities and threats in the market
place.
Strengths:
·
NIVEA
FOR MEN identified several strengths.
·
NIVEA
FOR MEN was the UK market leading more facial skincare brand which gave it
strong brand recognition.
Weaknesses:
More facial brand NIVEA FOR
MEN needed also to be aware of any weaknesses.
·
Risk
for target audience while product range still relevant or not.
·
Weather
it have the right sales and distribution outlets or not.
·
Market
research up-to-date or not.
Opportunities:
·
The
growing of market was the clear opportunity
·
NIVEA
FOR MEN had seen an increase in the sales of male skincare products and it
wanted a greater share of this market.
·
The
company wanted to take advantage of changing social attitudes. Men open or
certainly less resistance to facial skincare products.
Threats:
·
The
risk of competitor’s entering the market NIVEA FOR MEN needed to differentiate
its product in order to ensure that in an increasingly competitive market its
marketing activity gave positive return or investment in terms of sales and
profits.
·
Consumers
were becoming more knowledgeable and price conscious. They often expect sales
promotions such as discounts and offers.
From the above points we can easily understand
the SWOT Analysis just before the re-launch of NIVEA FOR MEN.
Conclusion - evaluating the plan
The marketing plan is a cycle that begins and ends with evaluation. The final stage in the marketing
plan is to measure the outcomes of the marketing activities against the
original objectives and targets. Continuous evaluation helps the marketing team
to focus on modifying or introducing new activities to achieve objectives.
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