Threats to Jersey Airport include:
1- Safety concerns: The non- compliant obstacle limitations clearances to the taxiway and terminal building can contribute to an increased risk for an aviation related accident.
2-Competitors: direct competition for tourists is present from the other Channel island of Guernsey, whilst mainland Europe tourists could be affected by the current euro crisis and other socio economic factors affecting the aviation industry, thus potential revenue could be lost. The majority of tourists arrive by plane, however during summer months up to 40% arrive by ferry from France/UK and this in itself could provide another threat as indirect competitor offering alternate means of transportation.
3- Passenger trends: recently…show more content… (these will be explained in depth in the commercial strategy section)
Enhance the local product:
• Enhance the local offering at the airport adding on to the ‘sense of place’ eg hold mini festivals, introduce a botanical or flower garden on the airport premises or an attraction such as an aquarium thus exploiting on the island/ sea features.
• Another important aspect is investing in cultural, touristic and environmental projects which improve the tourism product and that both tourists and locals can enjoy.
• A sustainability report measurement can also be established whereby positive and negative economic, social & environmental impacts are measured with the aim to improve on performance every year would add to the corporate social responsibility of the airport within the community.
All these together will define the airport brand, which is similar to other successful brands as it is the promise of the level of service which can be experienced by the customer each time they use the airport.
It is important to develop standards in order to support a Jersey Airport Brand. This would be undertaken…show more content… Regional airports such as Jersey can dominate as a niche market player by focusing on a select few markets and actively meet the need for those markets and thus thrive in its geographic area. A similar case would be Bristol Airport which has focused its efforts on developing a targeted business strategy for a regional airport and has now been recognized as one of UK’s fastest growing airports over the past ten years and was named Best UK Airport in the Business Travel Awards 2012.
Developing a marketing strategy is a time-intensive process however through actively seeking collaboration and engagement with the local community and by turning limitations into opportunities for change and growth Jersey Airport can look at best practice examples from similar gateways. Following the situation analysis whereby the strength and weaknesses of Jersey were highlighted, the following marketing goals and objectives are being proposed together with the respective action