Essential Amendments to Marketing Activities in the Airport Industry - 2012–2013 : Survey Snapshot by ICDResearch

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									                                    Airports
                                   Survey Snapshot




Essential Amendments to Marketing
Activities in the Airport Industry -
2012–2013: Survey Snapshot

Reference code: SR323SS
Published: June 2012



ICD Research

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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      Essential Amendments to Marketing Activities in 2012–2013 ......................................... 11
    2.1 Amendments to marketing activities by region: global airports industry suppliers ............................13
    2.2 Amendments to marketing activities by company turnover: global airports industry suppliers..........15
3      Appendix .............................................................................................................................. 17
    3.1 Full survey results ...........................................................................................................................17
    3.2 Methodology ...................................................................................................................................35
    3.3 Contact us .......................................................................................................................................35
    3.4 About ICD Research .......................................................................................................................35
    3.5 Disclaimer .......................................................................................................................................35




Essential Amendments to Marketing Activities in the Airport Industry - 2012–2013: Survey
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© ICD Research. This product is licensed and is not to be photocopied                                                                 Published: June 2012
 TABLE OF CONTENTS


LIST OF FIGURES
Figure 1: Amendments to Marketing Activities: Global Airports Industry Suppliers (%) , 2012 ............................................................................. 12
Figure 2: Amendments to Marketing Activities by Region: Global Airports Industry Suppliers (%), 2012 ............................................................. 14
Figure 3: Amendments to Marketing Activities by Company Turnover: Global Airports Industry Suppliers (%), 2012 .......................................... 16




Essential Amendments to Marketing Activities in the Airport Industry - 2012–2013: Survey
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© 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: Amendments to Marketing Activities: Global Airports Industry Suppliers (%) , 2012 .............................................................................. 12
Table 9: Amendments to Marketing Activities by Region: Global Airports Industry Suppliers (%), 2012 .............................................................. 13
Table 10: Amendments to Marketing Activities by Company Turnover: Global Airports Industry Suppliers (%), 2012 ......................................... 15
Table 11: Survey Results – Closed Questions .................................................................................................................................................... 17




Essential Amendments to Marketing Activities in the Airport Industry - 2012–2013: Survey
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© 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.




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© 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 using technology to organize,
          automate and synchronize business processes — principally sales activities, but also those for marketing,
          customer service and technical support.

          Competitor intelligence research: the action of defining, gathering, analyzing and distributing intelligence
          about products, customers, competitors, and any aspect of the environment needed to support executives
          and managers in making strategic decisions for an organization.

          Enterprise resource planning (ERP) solutions: a process that integrates internal and external
          management information across an entire organization, including finance and accounting, manufacturing,
          sales and s
								
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