Activity 3.4 Discussion: Auckland Airport For a greater appreciation of the dept

Question

Activity 3.4 Discussion: Auckland Airport

For a greater appreciation of the depth of strategic planning and revenue management for airports, view this video (YouTube 12:35) on Auckland Airport: A Discussion with Adrian Littlewood and Richard Barker on strategy for growth and current offerings. (2016)

Youtube Link: https://youtu.be/xpTF33WTg1U

Here is the master plan in PDF format: Auckland Airport: Airport of the Future, Our vision for the next 30 years. (Links to an external site.)Links to an external site. https://www.aucklandairport.co.nz/downloads/aial-masterplan.pdf

Simply providing basic services to airlines and passengers is no longer sufficient to ensure the viability of running an airport. Quality, innovation, and new services and products are the keys to ensuring survival in the competitive marketplace. Today, airport operators are compelled to view their roles as mere landlords with a new energy to complement ancillary services. Although most revenue sources are tied to passengers, airports are now finding the need to identify a long-term source of non-airline revenues.

What benchmarks should Auckland airport use to measure success for its strategic plans?

Littlewood said the airport's new departure lounge would cost between $160m and $180m and be built in three primary phases? Discuss these phases and their importance.

Discuss service quality and how it can be measured? Use the Gap Model to determine if any gaps currently exist and can be filled.

Littlewood said individual projects will be 'triggered' when passenger levels meet set targets, but delayed if arrival numbers stagnate. Discuss how environmental facets may cause these delays or progress.

Using Porter's Five Forces model explain how the first mover advantages would be a key to successful market share dominance for Auckland airport.

Explanation / Answer

It is necessary to establish benchmark for measuring success of strategic plans. This can be done by defining the essential areas of performance management. This should include identifying the important competencies.

The important areas like security, safety, airport infrastructure, flight activity, economic implications, marketing and business development should be taken into account for ensuring that the minimum standards are met. It should include the airport performance objectives and development goals.

Service quality helps to make a comparison based on perceived expectations and performance. A business which has high service quality needs to meet the expectatios of the customer and also needs to be economically competitive. It is necessary to have improved service quality and increasing profitability and long term economic competitiveness. It can be measured through subjective and objective processes. There are few methods like surveys, servqual dimensions, metrics, ratings etc.

Related Questions

Navigate

• Browse (All)
• Browse A
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.