Abstract
Global Airport Transport Industry Outlook to 2010: Marketing and Sales
Strategies and the Impact of Recession and Recovery
Summary
“Global Airport Transport Industry Outlook to 2010: Marketing & Sales
Strategies and the Impact of Recession and Recovery” is a new report
published by Global Markets Direct in association with ICD Research that
analyzes how airport' s and equipment, materials and service supplier' s media
spend, marketing and sales strategies & practices and business are being
affected by the recession. In an uncertain economic climate this report gives
you access to the media channel spending outlooks, media budgets, marketing
agency selection criteria, business challenges and sales tactics of leading
airports and suppliers to the airport industry. The report also identifies
airport and ground support companies and suppliers future growth, M&A and
investment expectations. The research is based on an extensive survey of
senior and C-level industry executives from our market leading panels.
Scope
- The opinions and forward looking statements of over 700 industry executives
have been captured in our in-depth survey, of which 50% represent Director &
C-level respondents
- This report covers data and analysis on media
channel spend, marketing and sales practices and industry developments by
airports, support companies and their suppliers
- The report examines
current practices and provides future expectations over the next 12-24
months
- The research is based on primary survey research conducted by
Global Markets Direct in association with ICD Research accessing its B2B
panels comprised of senior purchase decision makers and leading supplier
organizations
- Key topics covered include media spend activity, marketing
and sales behaviors & strategies by airport companies and their suppliers and
how these have been affected by the recession, as well as threats &
opportunities, investment outlook and business confidence among both buyers
and suppliers.
- In the report buyers identify what suppliers need to do
to maintain their business and the key actions being taken by industry players
to overcome the leading business threats
- The report provides qualitative
analysis of key industry opportunities and threats and contains full survey
results
- The geographical scope of the research is global – drawing
on the activity and expectations of leading industry players across the
Americas, Europe, Asia-Pacific and Africa & Middle East
Highlights
- 55% of industry players are looking to increase their marketing expenditure
over the next 12 months, with only 26% looking to decrease it
- 24% of
industry players are adapting product portfolios or positioning to meet
clients cost pressures
- 57% of companies believe that the demonstration
of confidence to their customers from increased marketing activity in the
current business climate can give their company an edge
Reasons to buy
- Benchmark your sales and marketing plans with industry competitors to
effectively determine strategy
- Identify the specific marketing
approaches your competitors are using to win business during the recessionary
climate
- Better promote your business by aligning your capabilities and
business practices with your customer’s changing needs during these
times of market uncertainty
- Secure stronger customer relationships by
understanding the leading business concerns and changing strategies of buyers
in the airport industry
- Effectively plan your business strategies
-
Predict how the industry will grow, consolidate and where it will stagnate
- Uncover the business outlook, key challenges and opportunities identified by
suppliers and buyers in the industry
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