Marketing Plan for King Fahad Airport - Case Study Example

Contents Introduction 3 Marketing Plan for King Fahad Airport 3 Adopting Centered Approach: 4 Modifying Cultural Management Practices: 4 Creating Rules of Conduct: 4 Developing a Portfolio Analysis: 5 Creating a Competitive Analysis: 5 Developing a Website: 5 Creating a SWOT Analysis: 5 Spread the Positive Word: 6 Creating Referral Program: 6 Joining Travel Consortium: 6 Customizing the Promotional Material: 6 Creation of Attractive Logo and Designs: 7 Similarity between the Logo Designs, Banner Ads and Brochures: 7 Utilizing Integrated Marketing Communication Tools: 7 Identifying the Target Audience: 8 Examination of Past Marketing Efforts: 8 Scheduling Marketing Meetings with your Staff: 8 Participation in Community Events: 9 Press Releases: 9 Creating Plan for Solving the Problems: 9 Conclusion: 10 Bibliography 11 Introduction One of the best and the most trafficking airport of the world is King Fahad Airport which is situated in Saudi Arabia. The main reason behind the huge influx of flights is the embodiment of Muslim Shrine situated over there. Also, the country is rich in natural resources which allow abroad flights to land on this airport. Currently, the airport is facing problems regarding the strategies they need to adopt and in the field of marketing which is directly affecting the customer service. This report has its claws in the marketing plan for King Fahad Airport. The report encompasses all the strategies that apply on this area. The plan incorporates all the problems that King Fahad Airport is currently facing and then applies the marketing plan accordingly. The dire need is to understand and identify the main issue that lies and this report surface out all of them and then give recommendations that are applicable. Marketing Plan for King Fahad Airport Below is the marketing plan for King Fahad Airport that will surely be increasing up their passenger and visitor list in a little duration. This particular marketing plan will be focusing on the ideas and suggestions as to how to promote air travel in the region. According to the report, King Fahad Airport has been facing inadequate knowledge of services and lack in their promotional activities, so this strategic plan will be throwing some light regarding some of the systematic approaches to improve customer service and to construct a comfortable and relaxing ambiance for its passengers and visitors. Following marketing strategies can be well adopted by King Fahad Airport. Adopting Customer Centered Approach: They should adopt a customer centered approach. This can only be the way to grab and take hold of immense customers and also to well increase the number of their passenger base. This is so far the most efficient and effective marketing strategy to cater and target both intra and inter passengers. Modifying Cultural Management Practices: They should make some modifications and changing in their cultural management practices. This will help and assist them to bring their selves out as a modern airport. This change and alteration will be acting as a convincing aspect for the individuals. Creating Rules of Conduct: Try to establish and create new rules of conduct. These rules and regulations with regard to the behavior of employees will be giving passengers a comfortable ambiance and at the same time visitors would be started increasing if King Fahad Airport would be able to continue and adopt always say YES policy with his clients and customers. Developing a Portfolio Analysis: Try to conduct a portfolio analysis on a regular basis. This analysis will be evaluating and analyzing the quality of relationships and link been developed and created by King Fahad Airport with his clients. Business to business and business to consumer relationships will also be evaluated and analyzed through this portfolio. Creating a Competitive Analysis: Try to conduct and make use of competitive analysis. This analysis will be able to give a clear cut comprehensive feedback to King Fahad Airport regarding his failure to promote its air travel agency. Try to well consider the direct moves and indirect moves of your competitors. Developing a Website: Try to develop some strong and sound sort of website. Creating a website will help and assist the passengers to make a research and plan their visits. Hire some qualified and suitable web designer and marketing planner so that King Fahad Airport might be able to better promote and market is business in an efficient and effective way. Creating a SWOT Analysis: Create a SWOT analysis. Try come up with some suitable and appropriate road map so that King Fahad Airport can well come up with some promotional and marketing efforts and attempts. Identify and recognize the marketing objectives and goals of your airport. King Fahad Airport should be able to know its strengths, weaknesses and opportunities. It should be well utilizing its marketing tips and tactics in a proper way by making an evaluation through this SWOT analysis. Spread the Positive Word: Spreading positive word of mouth publicity will be a free form of marketing for King Fahad Airport. Try to well increase the awareness of the air port by spreading the word. This will increase and promote the air travel. Creating Referral Program: Come up with some sort of referral program. In other words, we can say that the King Fahad Airport can offer and provide some incentives and discounts to those individuals who will be bringing new accounts and clients. Joining Travel Consortium: King Fahad Airport should try to become a part of some consortium. These sorts of consortiums consist and contain of large and immense range of travel agency members, these consortiums will be providing King Fahad Airport a wide array of exposure. These associations and grouping will be providing some fruitful tips and tactics regarding the consistent growth of business line. It has always been recommended and suggested for any air port to be the part of these consortiums because, they will surely enhance and increase your marketing and promotional efforts through regional marketing opportunities, national marketing opportunities, technology enrichment and development. Customizing the Promotional Material: King Fahad Airport can come with such kind of brochures, banners and posters that are been customized and are specified and focused only on the theme, for instance, if the airport is been focusing on the travel with regard to the international snooker trip, then the brochure or the banner should only be focusing or concentrating on that theme. Multiple information and details on one single brochure and banner will make an individual quite and rather confused. Creation of Attractive Logo and Designs: King Fahad Airport should come up with some attractive logo that not only illustrate the vision of modernization but also depict their Arabic and Islamic culture. Try to come up with that sort of designs and appealing elements that showcase and represent the Islamic elements been embedded and incorporated in it. In this way, individuals would be able to better identify this Arabic airport and will surely set it apart from all the other air ports. Similarity between the Logo Designs, Banner Ads and Brochures: One thing should be kept in mind that the King Fahad Airport should possess some resemblance and correspondence between its main logo designs, brochures been designed and other banner ads that are been placed in the city. At times, dissimilarity between the promotional materials makes the viewer confused and he might jumble up the information. So, in order to avoid these kinds of troublesome and bothersome situations, King Fahad Airport should make a connection between its promotional materials so that individuals might not be able to mix the King Fahad Airport with any other airport. Utilizing Integrated Marketing Communication Tools: King Fahad Airport should make use of integrated marketing communication tools in an excessive way and manner. They should keep on posting their relevant news and stories on their website. Stories related to their travel and business should be regularly published in some newspaper. Writing articles that will be telling the individuals as to how to get best travel trip through King Fahad Airport-this can also be the way to promote your business line. Identifying the Target Audience: The King Fahad Airport should well target his audience, clients and customers. Targeting of prospective clients can only be the way that will make King Fahad Airport to keep on showing consistent growth in this field. Examination of Past Marketing Efforts: It is recommended to make a list and notes of past and previous marketing and promotional efforts. Compare them with the present scenario; in this way King Fahad Airport will be better able to analyze its marketing position. Try to compile a data base of those journalists that you have interacted and communicated and then coming up on the conclusion and on your findings that which kind of journalists would be preferable for King Fahad Airport. Scheduling Marketing Meetings with your Staff: King Fahad Airport should come up with such kind of marketing meetings that illustrate and explain some unique and innovative stuff on daily basis. Try to create some strong marketing strategies in order to convince and force the individuals to make a starting point of their journey through King Fahad Airport. Participation in Community Events: Try to participate in community events and other sorts of civic events. Try your level best to be on the front stage every time. Participation in public and community events will make King Fahad Airport to get more prominence in less span of time. Press Releases: King Fahad Airport should also be focusing on the press releases. They should take hold of press media on and off. Try to release the success stories, upcoming packages by making use of press. Through this, maximum number of people will be able to know King Fahad Airport in a detailed and explained way. Creating Plan for Solving the Problems: As King Fahad Airport lack knowledge and understanding regarding the customer service, fail to attract maximum passengers and lack of marketing know-how and similar kinds of problems- so they should be conducting meetings on a regular basis that might be able to tell them some solutions regarding these hitches and problems. Conclusion: Hence, from the above mentioned marketing and strategic plan, it is quite and rather clear that what strategies and tactics should now be adopting by King Fahad Airport. By following the above written marketing and strategic plan, King Fahad Airport would be able to make its position as a modern airport delivering satisfactory amount of customer service. Through this marketing plan, this particular airport will be able to identify all the possible and appropriate applications that are needed and required for the King Fahad Airport. These recommendations and suggestions may allow and permit the individuals to consider King Fahad Airport as their first choice. Bibliography Christ, Scoot. "How to promote a travel agency business?" How to promote a travel agency business? Monday December 2012. Webb, Candace. "How to develop a PR campaign?" How to develop a PR campaign? Monday December 2012. Read More