Meeting with Company A JUNE 15, 2021 - 18H

JULY 11, 2021 - 11H Meeting with Company A

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// FEBRUARY
Meeting with Company A 2021 JUNE 15, 2021 - 15H
RIL 15, 2021 - 15H Meeting with Company A
ting with Company A

COMMON MISTAKES IN
AIRLINE BUSINESS
Robin Asprec, Guia Delvalle, Rowie Lacsina, Shaira
Quirao,& Riz Reyes, JUNE 15, 2021 - 18H
Meeting with Company A
ABEL 321 JUNE 15, 2021 - 15H
Main subject to discuss Meeting with Company A
JUNE 15, 2021 - 15H
Meeting with Company A
MARCH 22, 2021 - 15H
POOR RESEARCH

Before launching a marketing campaign, you need to understand your

customers. Regardless of your campaign’s purpose -- building brand
awareness, increasing engagement, generating leads, etc. -- it must consider
the audience to be compelling.
Unwilling to invest

It’s a common hurdle for small businesses: they have the budget, but they
don’t invest it in marketing. In fact, recent studies show that at every life
stage, business owners wish they invested more in marketing. From their
first year in business to their 20th year (or more) businesses on average
allocated 10% of their budget to marketing when they wished they had
invested 25% or more.
Being unwilling to
adapt

businesses need to grow and evolve if they want to succeed.

Businesses unwilling to include new technology, try out new
platforms or experiment with new audiences are unlikely to stay
profitable in the ever-changing business world.
No ‘Real’ Strategy
for Real-Time
Marketing

Too many firms are only implementing ideas and not a cohesive strategy. This is
quite common in the airline industry where loyal fliers will subscribe to status
updates and download mobile apps providing lots of valuable data that power
valuable real-time use cases.
Disconnected Data
Sources

Whenever a new channel is developed, marketers immediately start running the race to
see how quickly they can get their brand on the channel regardless of process, which
usually means a specialised tool. As we know that new channels are always being
created, the explosion of unique tools, data sources, and the big data associated quickly
becomes unmanageable. The problem is complicated and lots of companies simply leave
it be
Internal Process
Delays

From a real-time marketing perspective, executives will pay a lot of attention to the people
and the technology, but often fail to think about process. Because real-time happens so fast,
a lot of the processes that exist for traditional marketing simply don’t translate. The shelf
life for some real-time use cases is measured in seconds and missing that window will
render the insight or opportunity worthless.
 Objectives

Airlines are set up and run for many reasons, which often make the achieving of
satisfactory profits impossible. Sometimes, these objectives may be imposed
from the outside. Equally, they may reflect the failings of the firm’s senior
managers.
 Diversification vs. Specialization

Successful airlines are often those which successfully strike a very difficult
balance between over-diversifying and over-specializing. Over-diversification
can take on a number of different forms. In the past, some airlines have
diversified into travel-related businesses such as hotel and car rental.
 Pace of Expansion

A difficult issue with regard to successful strategies is that of the appropriate

rate of growth which the airline should aim to achieve. Growth rates can,
though, easily become over-ambitious. If a carrier attempts to grow too
quickly, it will run the risk of becoming dependent on borrowed rather then
equity capital.
 Competitive
Response

Successful airlines tend to be those that manage their

competitive strategies well, and unsuccessful ones those that fail
to do so. This is especially a problem for new, small carriers.
When a small, start-up airline first begins to fly, it poses a
difficult problem for its larger, more powerful rivals. These
carriers may launch a vigorous competitive response, and make
life very hard for the newcomer.
 Control

The “DotCom” excesses of the period from 1998 – 2000

demonstrated many important lessons for airlines. Too often,
the entrepreneurs who set up dot.com businesses were seduced
by the lifestyle that sudden wealth made possible, and lost sight
of the fact that any business needs to meet a worthwhile set of
customer needs and to charge profitable prices.
 Over-optimism/
Fall Back
Position
Periods of relative prosperity will alternate with times of real
difficulty, with recessions and now wars and the threat of
terrorism providing daunting challenges. In such an industry,
the most fatal business plan of all will be one which is based on
the principle, “if everything keeps going our way, we’ll be fine”.
Business plans have to be resilient to deal with sudden increases
in uncontrollable costs such as the price of fuel.
Broad Targeting

There are new tools and platforms that allow for

highly targeted campaigns. Your advertising
shouldn’t take a “spray-and-pray” approach.
Lack of USP

Your Unique Selling Proposition, or USP, tells why you

believe customers should buy from you and not
someone else. This is what sets your products or
services apart from those of your competitors. Your USP
should be the central theme of all your marketing efforts,
regardless of what you're intending to achieve with a
particular campaign.
 Failing to earn repeat
customer

In most business, 80% of sales and profits come from

existing customers, while the other 20% comes from
new customers buying for the first time. If you fail to
retarget your current customer base to get them to buy
again, it could put a significant dent in your profits.
KAHOOT TIME!