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Client: A small municipal airport

Case Study: Strategy formulation and implementation planning

Client Profile

Our client was a small municipally-run airport with regular scheduled air service by a connector airline between the airport and a major international hub. The airport also supports a large amount of general aviation traffic including flight training, and general recreational flying, as well as serving as the local hub for emergencies and medical evacuation flights.

Business Challenge

The airport currently has an operating deficit which is subsidized by the city to the tune of several hundred thousand dollars per year. The airport is recognized as a vital component of the city's long term development plan and contributes significantly to quality of life and safety in the local area, but it does not have a very high profile in the community. The airport manager felt that by raising the profile of the airport in the community and developing additional services, it would be possible to raise revenue and make the airport more financially viable, and eventually self-sustaining, at least for operating costs. Sustainability is key to ensuring the long-term existence and classification of the airport.

Solution

The key to meeting this objective was establishing clear goals with precise indicators of success. The airport manager had many creative and exciting ideas to raise the profile of the airport and improve the flying experience, but there was a requirement to organize these ideas into an actionable plan with precise goals and measures of success. Working together, we were able to create a clear long-term strategy and plan to raise the profile of the airport in the community, increase revenues in the short-term, while investing in improved customer service and a better flying experience for commuters. We focused on defining market segments, formulating precise goals with measurable targets and identifying the means to deliver performance.

The airport manager now has a strategy and plan to implement the vision and to seek support within the municipal government and community.

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