Small Regional Airline Providing Specialized Services for Business Commuters - Brisbane Jet Taxi - Case Study Example

The Full Design Proposal Name: Course: Tutor: Date: The Full Design Proposal A small regional airline providing specialized services for business commuters The topic chosen is important because of the changing lifestyle of people. Air transport is becoming essential because of the rapid growth and development due to globalization. There are concerns about air industry because of globalization and many opportunities available in Brisbane region, in Queensland. Business opportunities are expanding; hence, commercial airlines are changing rapidly because it appeals to many people. Business or trading is the main economic activity that is currently booming not only in Brisbane region, in Queensland but also in other regions of the world due to globalization (Bossons, 2009, p. 63). The forecasted profits and growth in the market are what drives the air industry especially in Brisbane region, in Queensland. The behavior and the way people think is changing rapidly because of the increasing customer demand in the market. People who can afford to use the airlines are increasing because of increased income levels or increased income per capita (Schmitt, 2010, p. 75). The possible customer experience for the past years have been analyzed and the weakest areas in the operation of the airline. The Brisbane Jet Taxi is one of the leading airline commuter service providers in the region because of the improved customer services (Raymond, 2007, p. 230). This is in terms of affordable but competitive travelling charges, fair rates, and customer services that are of high quality compared to the other existing airlines in the global market such as those in the US, Singapore, Dubai, United Arab Emirates, and other regions in the world. In addition, it has improved baggage handling by putting in place electronic or IT tracking system. This is crucial because it separates the passenger handling and cargo; hence, improving effectiveness, efficiency, and reliability that will satisfy the customers. Furthermore, it reduces the chances of deployed and lost passenger baggage (Shaun, 2002, p. 90). The Brisbane Jet Taxi airline is becoming common because of their flexible and well-organized modulated timetable. It meets the needs of the customers compared to other airlines and airports in the world. This unique because it is not driven by the profits it makes but the customer satisfaction. Most of the clients are high-class people (wealthy businessmen and women) from all over the world. The improved relationship both diplomatically and in business has been sustained for long. Tourism is one of the factors that have attracted and made Brisbane Jet Taxi airline unique and famous in the region (Bossons, 2009, p. 65). Tourism is booming and the airline industry has utilized the opportunity by establishing a mutual relationship with tourists by improving the services. This has been sustained for the last 20 years due to increased influx of overseas and interstate migrants. The mining industry is part of the tourist attraction that has attracted many tourists both locally and internationally (Raymond, 2007, p. 233). Most tourists have been booking the flights early because they are looking for quality services. The region around the airport has improved infrastructure such as roads and railway lines connecting residential areas where the customers rent the houses. These are the areas they will stay as they tour the region and business people conduct their transactions. The economic growth of the airline industry in Australia is becoming lucrative due to economic stability and conducive environment for operating or conducting business (Schmitt, 2010, p. 76). The airline company has qualified personnel who can serve customers with professionalism, integrity, and diligence. In addition, they are effective and efficient because they keep in mind the attributes of the customers. The safety of customers and their luggage are the best because of the electronic monitoring of all activities and customers in the airlines (Shaun, 2002, p. 93). Implications for marketing The target market is the businessmen and women who engage themselves in international trade especially in the in Australia in Brisbane. The targeted market i8s expected to yield maximum returns due to its nature. In addition, tourists are also targeted because they visit Brisbane more often because of the many attractive sites (Rados & Gilmour, 2003, p. 254). The target market is specific because the company wants to improve the quality of services to them. The many business opportunities and economic stability within the region are attracting many businessmen and women. The company is building a good relationship with the traders so that they can use their airline jets. The business opportunities and the increasing export and import trade through the airports around the region made the company target them (Bossons, 2009, p. 67). Furthermore, the targeted people in the market are because of their status in the society. They are wealthy and frequently travel from one country to another conducting business. These business people are rich and can afford the charges for both the cargo and themselves. The target market want quality services because they pay whatever charges on condition that they are satisfied. The high-quality services provided by the company can sustain and maintain all the customers because of how it was planned after conducting market analysis of what the customers want (Schmitt, 2010, p. 77). Business people are significant because their needs are catered for according to the agreement with them. In addition, the business people (target market) were chosen because of its consistency and the increasing business opportunities in the region. Globalization and the fair terms and conditions of trade are attracting many businessmen and women in the region. The airline company understands what the customers want. In addition, it is doing anything possible to attract many traders (Shaun, 2002, p. 95). The developing tourism industry has made the Brisbane Jet Taxi target tourists who visit the country regularly. Tourists come from within the country and overseas. Tourists are targeted because the services they require can get in the company. The services are appealing; hence; the airline company made the decision to reach the tourists. The country receives thousands of tourists annually. The tourists are wealthy people because they have a lot of money and can afford the charges. In addition, tourists are consistent because there is a season that the region cannot receive tourists (Bossons, 2009, p. 69). Tourism sector management has been meeting in Brisbane discussing on how to improve service delivery to the tourists so that they can attract many more. The tourists will benefit from the high-quality services from the airline due to improved services. The climactic conditions in the region are conducive; hence, attracting many tourist including the mining industries, and many natural features. The market forecast and trends can be predicted because of the available information and market research analysis conducted (Raymond, 2007, p. 236). The status of the people in the target is important because the airline company is targeting wealth people who can afford and sustain the company for many years. This is meant to ensure the company competitive advantage in the airline industry. Their status in the society is important because this is what the airline company will be targeting. They should be people who are transacting genuine businesses in the country so that they can maintain a good relationship and meet their obligations on time (Schmitt, 2010, p. 78). Implications for Ethics and sustainability issues The company expects to maintain ethical standards by disposing the wastes in the right place. It will participate in conserving the environment by planting trees in areas that need to be conserved. It will be ethical for the company to conserve the environment. In addition, the company will participate in community engagements as a way of giving back to the society. The community challenges that the company can face include noise pollution and discharge of oil in case the tank bursts. This will raise ethical issues because people will think that the company does not want to conserve the environment. If the oil spills, the water will be contaminated and the aquatic organisms will die (Bossons, 2009, p. 72). If the airplanes are not maintained in excellent condition, it will release a lot of carbon monoxide and carbon dioxide that will affect people’s health. Because of the contaminated water, the people will not get the water to drink and use in their homes. The customers too will not get clean water to use in the restaurant to wash their bodies and clothes (Rados & Gilmour, 2003, p. 256). In addition, some employees may not serve the customers as expected; hence, sending bad image and impression about the company. This will be unethical if the employee abuses customers or do not serve them as expected of him. This will become an issue and it will adversely affect the performance of the company because the number of customers will reduce (Shaun, 2002, p. 97). The components that will ensure the company sustains itself in the market include the qualified employees, improving public relations with customers, and constant advertisement of the high quality offered by the Brisbane Jet Taxi airline. Qualified employees will serve the customers with professionalism and due respect. This will sustain the company for long to achieve its set goals and objectives because employees determine the success or failure of the organization. Employees who are competent and courteous will ensure customers are sustained and maintained (Schmitt, 2010, p. 82). Sustaining the company in the competitive market is quite challenging but continuous advertisement on the new services introduced or offered will enhance its sustainability. Furthermore, improving the public relations is important because it will make the customers feel satisfied with the services offered. Furthermore, technology is important; hence, it should be adopted especially purchasing modern airlines that will appeal to the wealthy businessmen and tourists in the market. Though technology is rapidly changing, it should be adopted so that it can compete with others in the industry (Bossons, 2009, p. 73). Due to the strategies and forecasts made by the Brisbane Jet Taxi airline, its profitability is expected to increase annually. This is due to the expected increase of customers especially the businessmen and tourists using the planes of Brisbane Jet Taxi airline. The size of the market is wide because the Brisbane Jet Taxi airline gets customers from all over the world. The company expects to get AUD 2000000 profits per year after the expenses have been deducted. The expenses forecasted and planned for are AUD 120000. The incomes are expected to increase every year because customers have been increasing rapidly every year (Raymond, 2007, p. 237). Implications for staff recruitment and training Human resources or employees of the company are important because they ensure its success or failure. Employees of The Brisbane Jet Taxi airline are the most qualified. They should be competent, hardworking, and social, focused, determined, and have experience on how to handle high profile customers. In addition, they should have the relevant experience and qualification in the areas of operation. The pilots should have qualified and approved by the authorities (Shaun, 2002, p. 98). The airhostesses should have a bachelor’s degree in hospital management and public relations that are related to their field of operation. Employees at the Brisbane Jet Taxi airline have different responsibilities and roles because depending on their qualifications. Qualifications are stipulated and stated clearly, so that all the people recruited are qualified for the job. Because the company wants to improve the quality of services, so that it can gain competitive advantage in the industry. The human resource manager recruits and selects the best candidates on merit (Schmitt, 2010, p. 85). Training and development of employees is essential in every organization because it will improve the performance of the company. Training of employees will be conducted continuously depending on their needs. The human resource manager is the one responsible for conducting training to the employees. It is advisable that they are trained regularly i.e. after every three months. New employees are trained before they start working so that they acquaint themselves with the culture, structure, norms, and to know other co-workers (Raymond, 2007, p. 238). Employees will be free to interact with one another and share ideas and what should be done. Training will help employees understand what they are supposed to do; so that they can satisfy the customers on the services they offer to them (Rados & Gilmour, 2003, p. 259). In addition, employees should be trained so that they gain new knowledge on the ever-changing technology. This means that all employees should know how to use the new technology especially the computers or laptops. If some weaknesses are identified in employees due to poor performance, training can be conducted on the affected employees (Bossons, 2009, p. 74). Training will ensure employees are retained in the organization because they will be used to what they are doing. Retaining employees is important because it is costly recruiting and training new employees. Evaluating an employee’s performance is essential because it will help to determine whether the employees performing as they are expected or not. Performance evaluation will be conducted after every three months so that if there are areas that were not performed well, it should be corrected immediately. This will avoid the company from performing poorly in the market (Shaun, 2002, p. 99). References: Bossons, P. J. K. (2009). Coaching Essentials: Practical, Proven Techniques for World-Class Executive Coaching. London: A&C Black. Rados, D. L. & Gilmour, P. (2003). Australian marketing casebook. Sydney: University of Queensland Press. Raymond, E. (2007). A history of Queensland. Cambridge: Cambridge University Press. Schmitt, B. H. (2010). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. New York: John Wiley and Sons. Shaun, S. J. W. (2002). Managing the customer experience: turning customers into advocates. New York: Financial Times Prentice Hall. Shaw, C. (2005). Revolutionize your customer experience: Colin Shaw. New York: Palgrave Macmillan. Read More