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Key Marketing Aims of Suppliers for Airport Industry - 2012–2013 : Survey Snapshot by ICDResearch

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Synopsis • Analysis of opinions drawn from leading airport industry executives. • Analysis of the key marketing aims for suppliers. Summary This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of leading airport industry executives. It analyzes how marketing expenditure, business strategies and practices in the airport industry are set to change in 2012–13. The report also identifies key important factors for retaining and acquiring customers. The report also provides access to information categorized by region, company type and size. Scope • The opinions and forward looking statements of 201 industry executives have been captured in our in-depth survey, of which 40% represent Director and C-level respondents. • The research is based on primary survey research conducted by ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations. • The geographical scope of the research is global – drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific, Africa and Middle East. • This report covers data and analysis on marketing and industry developments. • Key topics covered include supplier marketing behaviors and strategies. • The report provides insights into the marketing needs of airport industry suppliers and how they are looking to develop their marketing and sales strategies in the future. Reasons To Buy • This report will help you to drive revenues by understanding future product investment areas and growth regions. • This report will help you to formulate effective sales and marketing strategies by identifying how supplier budgets are changing and the direction of spend in the future. • This report will help you to better promote your business by aligning your capabilities and business practices with your customer’s changing needs. • This report will help you to secure stronger customer relationship

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									                                    Airports
                                   Survey Snapshot




Key Marketing Aims of Suppliers for
Airport Industry - 2012–2013: Survey
Snapshot

Reference code: SR322SS
Published: June 2012



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Website: www.icd-research.com




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 TABLE OF CONTENTS


TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 5
    1.1 What is this Report About? ............................................................................................................... 5
    1.2 Definitions ........................................................................................................................................ 5
    1.3 Methodology .................................................................................................................................... 6
    1.4 Global Airports Industry: Profile of Survey Respondents .................................................................. 8
        1.4.1     Global airports industry: profile of buyer respondents ................................................................................ 8
        1.4.2     Global airports industry: profile of supplier respondents ............................................................................ 9
2      Key Marketing Aims for 2012–2013: Global Airports Industry Suppliers ....................... 11
    2.1 Key marketing aims by region: global airports industry suppliers .....................................................12
    2.2 Key marketing aims by company turnover: global airports industry suppliers ..................................13
    2.3 Key marketing aims by revenue growth expectations: global airports industry suppliers .................14
3      Appendix .............................................................................................................................. 15
    3.1 Full survey results ...........................................................................................................................15
    3.2 Methodology ...................................................................................................................................33
    3.3 Contact us .......................................................................................................................................33
    3.4 About ICD Research .......................................................................................................................33
    3.5 Disclaimer .......................................................................................................................................33




Key Marketing Aims of Suppliers for Airport Industry - 2012–2013: Survey Snapshot                                                                     Page 2

© ICD Research. This product is licensed and is not to be photocopied                                                                 Published: June 2012
 TABLE OF CONTENTS


LIST OF FIGURES
Figure 1: Key Marketing Aims: Global Airports Industry Suppliers (%), 2012 ...................................................................................................... 12
Figure 2: Key Marketing Aims by Region: Global Airports Industry Suppliers (%), 2012...................................................................................... 13
Figure 3: Key Marketing Aims by Company Turnover: Global Airports Industry Suppliers (%), 2012 ................................................................... 13
Figure 4: Key Marketing Aims by Revenue Growth Expectations: Global Airports Industry Suppliers (%), 2012 ................................................. 14




Key Marketing Aims of Suppliers for Airport Industry - 2012–2013: Survey Snapshot                                                                                            Page 3

© ICD Research. This product is licensed and is not to be photocopied                                                                                      Published: June 2012
  TABLE OF CONTENTS


LIST OF TABLES

Table 1: Global Airports Industry Survey Respondents by Company Type, 2012 .................................................................................................. 8
Table 2: Global Airports Industry Buyer Respondents by Job Role (%), 2012 ....................................................................................................... 8
Table 3: Global Airports Industry Buyer Respondents by Global Company Turnover (%), 2012 ............................................................................ 9
Table 4: Global Airports Industry Buyer Respondents by Region (%), 2012 .......................................................................................................... 9
Table 5: Global Airports Industry Supplier Respondents by Job Role (%), 2012 ................................................................................................. 10
Table 6: Global Airports Industry Supplier Respondents by Global Company Turnover (%), 2012 ...................................................................... 10
Table 7: Global Airports Industry Supplier Respondents by Region (%), 2012 .................................................................................................... 10
Table 8: Key Marketing Aims: Global Airports Industry Suppliers (%), 2012 ....................................................................................................... 11
Table 9: Survey Results – Closed Questions ...................................................................................................................................................... 15




Key Marketing Aims of Suppliers for Airport Industry - 2012–2013: Survey Snapshot                                                                                                           Page 4

© ICD Research. This product is licensed and is not to be photocopied                                                                                                    Published: June 2012
 INTRODUCTION


1 Introduction

1.1 What is this Report About?

        This report is the result of an extensive survey drawn from ICD Research’s exclusive panel of leading global
        airports industry companies. As slow growth in the US market, lower commodity prices in Latin America and
        the devaluation of the Euro in Central and Eastern Europe constrict global economic growth, this report
        provides the reader with a definitive analysis of the industry outlook and explores how opportunities and
        demand are expected to change in 2012–2013. Furthermore, this report not only grants access to the opinions
        and strategies of business decision makers and competitors, but also examines their actions surrounding
        business priorities.


        The report also examines:
          Revenue growth projections: projects revenue growth projections of chief stakeholders of the industry
          Market-specific growth opportunities: identifies strongest growth regions so that companies can allocate
          their marketing activities and budgets effectively
          Mergers and acquisitions: projections surrounding merger and acquisition (M&A) activity and core
          influencing factors
          Capital expenditure: identifies the change in capital expenditure of an airport buyer or a supplier company
          to provide a balanced future growth with capital returns.
          Leading business concerns: identifies leading business concerns and subsequent efforts to negate them
          Marketing expenditure trends: tracks the marketing budgets of supplier companies and forecasts possible
          changes in expenditure
          Key factors for marketing agency selection: provides insights into the marketing needs of competitors
          among supplier companies


1.2 Definitions

          Airport operators: buyers for the global airports industry include airport operators and airport support
          services companies. Airport operators either directly operate an airport or work as airport contractor
          companies.

          Airport support service: engaged in system integration, ground support and air traffic control activities.

          Airport suppliers: engaged in the provision of software, security, materials and equipment, and in the
          operation of airlines and aircraft. Non-supplier industry observers, such as trade bodies and government
          organizations, are also included in this category.

          Budget airlines or low-cost carriers (LCC): a low-cost carrier or low-cost airline, also known as a no-frills,
          discount or budget carrier or airline, is an airline that generally has low fares and more economical services.
          To make up for revenue lost in decreased ticket prices, the airline may charge for extras such as food,
          priority boarding, seat allocation and excess baggage.




Key Marketing Aims of Suppliers for Airport Industry - 2012–2013: Survey Snapshot                                   Page 5

© ICD Research. This product is licensed and is not to be photocopied                                  Published: June 2012
 INTRODUCTION




          Return on Investment (ROI): A performance measure used to evaluate the efficiency of an investment or
          to compare the efficiency of a number of different investments.

          Company turnover: Companies with turnover of less than US$100 million are identified in the report as
          small companies. Companies with turnover between US$100 million–US$1 billion are referred to as medium-
          sized companies and those with turnover of more than US$1 billion as large companies.

          Search Engine Optimization (SEO): the process of improving the visibility of a website or a web page in
          search engines via the "natural" or unpaid ("organic" or "algorithmic") search results.

          Business performance management: a set of management and analytic processes that enable the
          management of an organization’s performance to achieve one or more pre-selected goals.

          Customer relationship management (CRM) systems: a widely-implemented strategy for managing a
          company’s interactions with customers, clients and sales prospects. It involves 
								
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