ASSIGNMENT

Assignment 5: Swissport

Assignment 5: Swissport

Introduction

Swissport is a global aviation ground handling company, providing services for over 70 million passengers per year in over 180 airports worldwide. Swissport's strategy for success is to meet their entry point which is the consistent delivery of excellent safety, on time performance and baggage delivery times. Standard business loses approximately 20 percent of its customers annually just by failing to focus on customer relationships. In several industries this outflow is as high as 80 percent. The cost, in either case, is stunning, but few businesses truly understand the implications. For the Swissport the customer loyalty, the term is all about the phenomenon of attracting the right customer, get them buy your product, but often and buy in higher quantities and can also create referral and do constructive word of mouth for your product. Customer loyalty is build by treating your customers the way they want to be treated (Lynch 2007, pp. 85).

One idea that all aviation industry leaders, board, and staff members need to embrace about the basic nature of customers is that people want to believe in and be a part of something greater than them. Customer loyalty is the relationship between the individual's repeated buying behaviours and attitudes towards a specific brand. Customer Loyalty cannot be measured easily as it varies with different products in different industries. The most important impact in the loyalty of a customer depends upon the market segment which is targeted. Thus, this company should understand as to whom they are targeting, the customer's demographics, psychographics, and their geographical location. Market segment may have people with different characteristics who have a demand for the similar product depending upon the features of that product like its price, quantity, function and quality. People need to believe in something. An airline industry's constituents must believe that the organization aligns its efforts to its mission and that it will do so as effectively and efficiently as possible using honest practices. Here, the role of marketing in the airline industry sector becomes the development, maintenance, and enhancement of the organization's public perception, building, and reinforcing the belief and trust that sustains it and gives it purpose.

When developing strategic marketing plans, Swissport organization should consider the primary target markets and look at each of those individually. Buyers in this industry are fundamentally, individual passengers (business and leisure), companies (corporate travellers), tour operators (as middlemen) and customers for freight operations.The power of customers lays in increased competition and the willingness of leading carriers to put them at the centre of their activities. The continuous “commodisation” of new improvements pushes airlines to capture their market share through differentiation and continuous innovation. There are a numbers of carriers which compete on a global basis, often through strategic and marketing alliances, and other which just focus on a regional market or on specific routes. The industry is now seeing the shaping of major alliances to offer a seamless network all over the world, whilst some carriers are striving to ...