How Will I Benefit?
The airline industry can no longer afford to follow trends passively in the current challenging market environment. Together with cost reduction and revenue management strategies, the airlines should design and implement active, and occasionally aggressive, airline marketing and sales policies to retain and expand their customer base. In this way, they can secure their market presence, or even increase their share and become successful leaders in the industry. This course examines and analyses the main principles of airline marketing and competition analysis in an integrated way and stresses their importance as a factor of airline success. Theory is complemented with examples and case studies to assist the participants in understanding and applying constructively marketing and sales techniques in their workplace. A key element of this seminar is learning how to identify and monitor critical competitor indicators and how to draw inferences from them about competitors' current and potential strategies, intentions, assumptions, decisions and actions. A related element addresses how to transform competitor analysis into insights about customers, channels, suppliers, and marketplace dynamics. To enable participants to determine who their real competitors are, to demonstrate how to identify and assess their current and potential marketplace strategies, as well as changes in their value chains, assets, capabilities, and infrastructure, and as a consequence, to contribute to better and faster strategy development and execution.
Who Should Attend?
The course should be attended primarily by middle and junior managers in charge of designing and implementing airline marketing and sales strategies. Nonetheless, it will prove useful to all those seeking innovative ways to survive in the turbulent aviation environment and set the proper foundations for future success including market coordinators, customer programme controllers and general product managers. Finally, professionals involved in any form of business intelligence will be benefitted by the course.