Airline Marketing & Strategy

Airline Management & Strategy

An Executive Briefing for Airport Managers

Today, the pace of change in the airline industry is faster than ever before.

For example:

	the industry is becoming increasingly deregulated. The former blanket of regulatory protection is being swept away and airlines are being forced to compete in all aspects of product, price and service.
	its structure is changing, with airlines grouping together through stategic alliances, equity swaps and franchising arrangements into so-called "mega-carriers".
	the segmentation of the market is evolving, with airline customers becoming more demanding and, often, more price-sensitive as well.

In each of these examples - there are many others, of equal significance - the fact that airlines are having to adapt and change also means that the expectations they have of their business partners also changes. Today, carriers expect their partners to be more responsive and flexible, and to give better and better value for money.

Of all airlines' business partners, none is more important to them than the airport operator. Many airports now accept, therefore, that they must be customer-responsive and that industry challenges regarding improving efficiency apply equally to them. The question is, in what precise directions are change and adaption required?

Our submission is that no airport manager can perform their job as effectively as they should unless they are well-informed about the processes of change taking place in the airline business. Unfortunately, until recentlythere has been no easy way in which the necessary information could be obtained.

To ensure that there is, we have developed the seminar described in this web site. Those attending it receive an intensive briefing about recent developments taking place in the airline industry, from the special perspective of the airport manager. They are also given the opportunity to meet a distinguished panel of guest speakers from a range of different airlines.

The seminar is now in its sixth year. It is thus well-established and proven, and has been shown to meet effectively a widely-occuring training need in the airports sector.

Who Should Attend?

"Airline Management and Strategy" will be a valuable programme for all airport managers whose work brings them into contact with airlines.

Examples will include:

	those working in the increasingly important field of the marketing of an airport to airlines;
	those whose job involves the planning of airport facilities for airline customers;
	those who work with carriers on a day-to-day basis and who have the task of forming and maintaining strong working relationships with them.

In all cases, participants will benifit from obtaining a fuller understanding of the processes of change affecting the airline industry at the present time, and the ways in which these developments impinge on the airline/airport relationship.

Dates

The seminar will be held twice in 1999, with dates of 12-14 May and 22-24 November.

APP Click here to make an application.

Course Content

. Airline Industry - Economic Regulation

The process of regulatory reform within the EU.

Air services outside the EU.

Intergovermental Air Services Agreements.

Significance of airline deregulation/liberalisation for the airports industry.

2. The Air Transport Market

"Customer" and "consumer".

Segmentation of the air passenger and air frieght markets.

Customers needs and their airport implications.

3. Airline Industry - Business Environment

A study will be presented using the PESTE headings of political, economic, social,technological, environmental.

4. Airline Business and Marketing Strategies

"Cost Leader", "Differentiator" and "Focus" strategies.

Airport implications of different airline strategies.

Consolidation and "globalisation" in the airline industry.

Airline alliances and their implications for airports.

5. Planning the Product

Route-entry decisions. Network planning.

Fleet and schedules planning.

Airport and on-board service.

6. Airline Pricing and Revenue Management

"Uniform" vs. "differential" pricing.

Revenue Management: history and current status.

Airport implications of Revenue Management.

7. Distribution and Loyalty Marketing

Role of Computer Reservation Systems (CRS).

Airline distribution channels.

Role of Frequent Flyer programmes.

8. Open Forum

Guest Lecturers

The following have accepted invitations to give guest lecturer presentations:

Maurice Coleman. Revenue and Planning Manager - AER LINGUS

Simon Morris. General Manager - Commercial - VIRGIN ATLANTIC AIRWAYS

Peter Morrisroe. Managing Director - AIRPORT CO-ORDINATION LTD

Barry Perrot. Managing Director - JERSEY EUROPEAN AIRWAYS

Terry Soult. Managing Directors - FLYING COLOURS

Course Directors

Stephen Shaw. Managing Director - SSA

Andy Hofton. Senior Consultant - Speedwing - BRITISH AIRWAYS