King County
Journal of Aviation Management and Education
King County: A Case Study Model for Strategic Marketing Planning for Airport Managers
William Rankin University of Central Missouri Abstract Marketing planning in an airport as with other organizations is all about selecting appropriate target groups and formulating a marketing mix to achieve marketing objectives and financial targets. However, the factors which need to be considered in the dynamic and ever changing airport industry means that airport marketing planning is more than just applying general theory to practice. Therefore, this paper considers the unique case of airports and goes through the modern day planning process using the example of King County International Airport. It starts …show more content…
By partnering with local residents the airport will gain the support of the local community, which offers opportunities for continued growth and development, as well as retention of existing businesses. 6. KCIA has instituted a community outreach program called Roundtable. Roundtable was set up as an advisory board to make recommendations to airport officials, the County Executive, and County Council on issues of importance about KCIA to the community. 7. Opportunity Skyway, another outreach program, supports KCIA’s efforts to foster good relations with nearby communities. It also serves Federal Aviation Administration goals to support and promote aviation education. The program is an airport based education program that uses aviation to promote academic and vocational learning while encouraging career exploration in aviation related industries. The program was initiated by King Council action in 1996 pursuant to county government policies that encourage county departments to support education and regional workforce development. 8. KCIA is also the location of a number of other business activities. Some of these are located on the west side of the airport, while others are located on the east side of the airport. They are extremely diverse in their nature. These businesses include Boeing’s Museum of Flight at the southwest corner of the field. Although technically, Boeing’s Museum of Flight is not an airport tenant, KCIA staff and the museum consider themselves part of the airport family. Several producer service businesses with no relationship to the airport simply rent office space through KCI tenants. The opportunity to lease more space to these types of tenants is a possibility. Threats 1. The single largest threat to KCIA is that Boeing is exploring possible moves to Wichita, Tulsa, St. Louis, Long Beach and overseas, and will continue doing so for the foreseeable future. 2. Any recession to the local economy continues to be a threat to KCIA. 3.
King County: A Case Study Model for Strategic Marketing Planning for Airport Managers
William Rankin University of Central Missouri Abstract Marketing planning in an airport as with other organizations is all about selecting appropriate target groups and formulating a marketing mix to achieve marketing objectives and financial targets. However, the factors which need to be considered in the dynamic and ever changing airport industry means that airport marketing planning is more than just applying general theory to practice. Therefore, this paper considers the unique case of airports and goes through the modern day planning process using the example of King County International Airport. It starts …show more content…
By partnering with local residents the airport will gain the support of the local community, which offers opportunities for continued growth and development, as well as retention of existing businesses. 6. KCIA has instituted a community outreach program called Roundtable. Roundtable was set up as an advisory board to make recommendations to airport officials, the County Executive, and County Council on issues of importance about KCIA to the community. 7. Opportunity Skyway, another outreach program, supports KCIA’s efforts to foster good relations with nearby communities. It also serves Federal Aviation Administration goals to support and promote aviation education. The program is an airport based education program that uses aviation to promote academic and vocational learning while encouraging career exploration in aviation related industries. The program was initiated by King Council action in 1996 pursuant to county government policies that encourage county departments to support education and regional workforce development. 8. KCIA is also the location of a number of other business activities. Some of these are located on the west side of the airport, while others are located on the east side of the airport. They are extremely diverse in their nature. These businesses include Boeing’s Museum of Flight at the southwest corner of the field. Although technically, Boeing’s Museum of Flight is not an airport tenant, KCIA staff and the museum consider themselves part of the airport family. Several producer service businesses with no relationship to the airport simply rent office space through KCI tenants. The opportunity to lease more space to these types of tenants is a possibility. Threats 1. The single largest threat to KCIA is that Boeing is exploring possible moves to Wichita, Tulsa, St. Louis, Long Beach and overseas, and will continue doing so for the foreseeable future. 2. Any recession to the local economy continues to be a threat to KCIA. 3.