Membership Number | 40039948
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Added on 2020-12-24
Membership Number | 40039948
Added on 2020-12-24
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PAGE COUNTWORD COUNTTask 01 (a) 01 PageTask 01 (b) (c)08 PagesTask 02 (a) (b) (c)08 PagesTask 03 (a) (b) (c)08 PagesTotal25 Pages
`Membership Number | 40039948Table of Contents....................................................................................................................................................................................................................................................................................................................0TASK 01...........................................................................................................................................21.1 Organisation summary............................................................................................................31.2 Benefits of growing and online community..............................................................................41.3 How Open and Owned channels been used successfully....................................................101.3.1 How Open and Owned channels been used successfully in the airline industry............11TASK 02.........................................................................................................................................142.1. How channels or platforms can be used to activate and engage Sri Lankan Airline’s online community..................................................................................................................................152.2 How to monitor and assess online community......................................................................192.3. Risks of having an online community to organization’s reputation.......................................212.3.1 Best practices................................................................................................................21TASK 03.........................................................................................................................................233.1 How online community could be integrating with other channels for acquisition and conversion of prospects into customers......................................................................................243.2. Recommending internal and external resources required to implement online platform......263.3. Describe future market and technology developments impacting upon online community...28REFERNCES.................................................................................................................................31APPENDIX.......................................................................................................................................0References.......................................................................................................................................7Page 1 of 49
`Membership Number | 40039948TASK 01REPORT Channel or platform options to build and grow onlinecommunity Page 2 of 49
`Membership Number | 400399481.1 Organisation summaryOrganisation Name-Sri Lankan Airlines (IATA two letter code UL)Type of Organisation-Sri Lankan Airlines was launched in 1979, being Sri Lanka’s Nationalcarrier, it is an award-winning airline with a solid reputation for services, comfort, safety andpunctuality. The Airline’s hub is at Bandaranaike International Airport in Colombo, Providingconvenient connection to its global route network of 103 destinations in 48 countries. (Source.Company website)Size of Organisation-During the year under review, Group’s revenue increased by 4.8% which isto LKR 138,563million. The main reason for the increase is attributable to many factors and themost significant growth recorded from air terminals and other services. The growth in the numberof passenger carried, even though at lower yield in USD terms, improved group revenue. (Source.Annual report 2017)Page 3 of 49Revenue LKR 135,563.23MnNet Loss for Year LKR.28,339.51MnTotal Assets LKR.55,413.77MnPassenger Carried 12,455.05Passenger Load Factor 79.80%Average Strength 8,029FINANCIAL TRAFFIC STAFFTable 01 – Highlights of financial year 2016/2017(Source. Annual Report 2017)Figure 01 – Composition of Group Revenue (Source. Annual Report2017)201320142015201620170%10%20%30%40%50%60%70%80%90%100%PassengerCargoAir Terminal and other servicesCateringDuty free
`Membership Number | 40039948Product and Services-With the wide range of product and services available under theorganisation, Mostly Sri Lankan Airline passenger services, Sri Lankan cargo, Sri Lankan Cateringand Sri Lankan Duty free contributes major potion to grouprevenue.Below are the other product ranges and services,Customer Base-The main three customer segments of SriLankan airlines are Business travellers, Leisure travellers andDirect customers whom which contributes 45% to 30% and 25% toits revenue respectively.(Source. Annual report 2017)Competitors-With the increase of capacity with wider bodyaircrafts, frequency of services, and level of service provided byother Airlines in the market like Emirates, Qatar Airways, Etihad,Fly Dubai, China Eastern, Kuwait, Malindo Airways, Singapore Airlines, Thai Airways and Air India,UL is facing a stiff rivalry. (Source. Annual report 2017) Digital Activeness- Sri Lankan Airline have 570k followers on FB 28.5k on Instagram 8.1kYouTube 56.5k Twitter 4.3k LinkedIn Report to the senior management of Sri Lankan Airlines To: Senior Managers of Sri Lankan AirlinesFrom: Marketing officerSubject: How online community benefits sales and marketing of a business and what arethe channel competitors use within the industry to grow and build online community.Date:05/05/2018Executive SummeryOnline communities are those which are interacting with people and organisations that arebeen working or staying in various parts of world. These are all generally part of internet or socialnetworking channels which are enabling companies and people to connect and communicate withother people and share their views or ideas. This will be beneficial for Sri Lankan airlines as theycould be building up stronger brand image within market and also including feedback of customerson product line up of company. As in a survey it was noted that there are about 72% of customerswho are using online community in form of taking feedbacks related to products so it becomesimportant for firm to determine its market growth in form of digital media as well (Tuten andPage 4 of 49Region20162017North and south America2.40%3.10%Middle east16.80%17%Europe and Africa20%14.10%Asia32.60%34.70%Sri Lanka26.60%30.20%South west pacific1.60%0.90%Table 02 – Destination vice contribution (Source.Annual Report 2017)
Figure 03 – Global Annual Digital Growth (Source. The new 2018global digital suits of report from We Are Social and Hootsuite)`Membership Number | 40039948Solomon, 2017). So both sales and marketing of Sri Lankan will be affected by this onlinecommunities which they are majorly active into as customer base is been increased which wouldbe leading towards increased revenue of firm. As the brand reputation is been improved at timewhen Sri Lankan Airlines is using online community. There are many competitors who are beenincluded in competition for social media marketing like that of Kuwait airways, Singapore airlinesand Emirates.1.2 Benefits of growing and online community Nowadays online communitiesare clearly a preferred choice for many important market researchprojects. There is an enormous increment in internet utilization and PC interceded communication.As an expanding measure of informativeaction happens through this new medium,there has been a huge increment in essentialresearch on virtual communities, onlineconnections, and variety of other aspects ofcomputer intervened communication. Asperfigure 02 the latest research it shows half ofthe world’s population are internet users andmore than two third of the population areactive mobile social users. Online community is a group of peoplewith common interests who use the internetsuch as web sites, e mails, instant messaging, tocommunicate, work together and pursue theirinterest over time. The communities are meetingplaces to proceed with professionaladvancement. They are compromised with aninterpersonal organization of individuals, who byinfluencing utilization of an online meeting placeand having a sufficient group culture and areassociated with suitable data procedures to create and use a specific learning area to achieve thedesired objective. Why we need an online community - Setting clear and actionable objectives is crucial to thedispatch and develop an effective online community. Targets and objectives will proposition uponPage 5 of 49Figure 02 – Global Digital landscape (Source. Digital in 2018report by we are social and Hootsuite)
`Membership Number | 40039948our organization’s objectives, vision and mission. Target groups like business travellers, leisuretravellers, and other travel groups are our main source of information. With the competitive digitallandscape, it is important for organizations to build and grow online communities to maximiseopportunities to connect, engage and expand relationships with prospects, customers andpartners.How Open and Owned communities been used successfully- Owned online community meansdedicated community built by investing money on platforms like Company Website where you havemore control over collecting data and manging it.Open online communities are communities which build on public platforms like Facebook andtwitter where you have limited control on data and narrative you collect. Even though you haveoptions like opening private groups on Facebook, most of the social communities are public. Dueless financial investments, open communities are common among the small business. But big companies investing millions of dollars and time developing in online communities becauseof the benefits. (Appendix F) gives few examples of successful open and owned onlinecommunities with effective management, use of functions and techniques for engagement.There are many areas of the business that may benefited from this online community, Such asproduct development, customer service, Sales and marketing.Benefits from online community for product developmentsBuild a stronger brand– before we develop products we need to have a stronger brand. As perthe brand finance report sri lanka by Brandfinance, Sri LankanAirlines is at the top as the biggest deterioration in brand valueon the year 2017/18 report from 07th position to 13th positionwith a value decline of 42%.Since we know building a stronger brand andmaintaining it benefits to build customer recognition,competitive edges in market, it is easy to introduce newproducts like SkySmiles and obtain customer loyalty and sharevalues and enhance credibility. This online community willhelp us to regain our brand value position and strongcustomer relationship.Page 6 of 49Figure 04 – Product development (Source.Workfront web site)
`Membership Number | 40039948Customer feedback on product direction– As per the Figure 04 shows that 72% use onlinecommunities to get product feedbacks and 67% collect ideas for new product and featuresdevelopment. Getting a direct feedback from this online community will benefit to enhance thedesired development as the customer knows what is best with the experience they have had. Easy Accessibility - of online community’s permit users to engage in using their own devices likecomputer, tablet or mobile phone. They can share their views and perceptions wherever anytimeand with their own available device with this available Cybernetic stand. The communicationbetween the customer and community continues in a better on time process not like the in personfocus groups, In an online chat session or a conference room you cannot observe this kind ofcommunication levels. To develop our products and services this offers numerous advantages tous to have a better understanding about our customer’s real lives and experiences, of theirperception and we will be able to build the awareness of our product and services in a more openunderstandable platform.Multiple segments - In online communities it allows us to engage with thousands of people acrossdiverse segments in a one study. Once we commence sharing and obtaining feedback from ouronline community, we can effortlessly link views and thoughts through each section of consumers.As an outcome, a single online community can offer more customer driven product with properinnovation and insights than what we can obtain from one focus group discussion. These insightscan be used to develop new customized products and services. More Participants & More Insights – Solitary online community can involve 5-10 times additionalcustomers than a solitary focus group. While putting together hundreds of individuals to a focusgroup is difficult task, with an online community, it's very direct and the communication isstraightforward. As a result, companies can harvest 10 times more insights from a single onlinecommunity in the precise time it takes for more focus groups to obtain.More Research for Your Budget & Time - Focus groups are time consuming. When In-persongroups are formed in a central location where different personalities must meet up in person, whichconsumes time and funds and other logistical needs. When we form a focus groups out of the mainarea, we naturally need to permit for 2-3 days of travel time and funds as travel costs, for the entiregroup. If we are steering a sequence of focus groups in numerous regions and cities, these timeand travel investments can be costly and time consuming. Online communities exclude all otherlogistical requirements and travel and costs. All contributors, representatives and viewers can jointhe online community from any location and any device. And these community meetings activitiesare on time, members can share their feedback at any time. So, most of the time one onlinePage 7 of 49
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