Strategic Planning and Development of London Heathrow Airport

This report provides a comprehensive overview of strategic airport planning and development, using London Heathrow Airport as a case study. The introduction defines strategic airport planning, followed by an overview of Heathrow. The report then identifies key issues faced by the airport, including airport marketing challenges such as investment requirements, customer loyalty to airlines, and a lack of brand identity. Solutions proposed include increasing customer interaction and utilizing content marketing. The report also addresses noise pollution, exploring its causes and offering solutions such as air traffic management and technological advancements. The conclusion emphasizes the importance of strategic planning for long-term airport development and the need for proactive management to address issues and implement effective solutions. The report is well-structured, providing a roadmap for achieving defined goals within a specific timeframe. It highlights the significance of research and analysis in formulating effective strategies to overcome various operational challenges faced by airports. The report also includes references to support its findings and recommendations.

Strategic airport
planning and
development

Table of content
 Introduction
 Issues
 Solution
 Conclusion
 Reference

Introduction
 Strategic airport planning is referred as the development of plans for
long term growth of an airport. The approach of airport master
planning is used to prepare plan for whole airport. It is basically
provides detailed information about all strategies and planning to
achieve defined goals and objectives of the airport within time
period.

Overview of London Heathrow
Airport
 London Heathrow Airport is originally known as London Airport until
1966.After it, it I known as London Heathrow Airport. It is one of the
major international airport of London, England. The airport is the
second busiest airport in the world and third busiest airport in the
Europe according to international passenger traffic. All facilities and
operations are awned by the Heathrow Airport Holdings.

Issues faced by airport London
Heathrow Airport
 There are various issues that are faced by the London Heathrow
Airport and others also. Noise, air pollution, airport capacity, airport
marketing are some major issues that affect the operational activities
of an Airport. All these are properly examined and evaluated by the
management team and develop appropriate strategies to overcome
them in effective manner.

Issue 1 Airport marketing
 Marketing is the process of planning and implementing activities to
attract and influence target audience(Carlucci, Cirà and
Coccorese,2018). It is basically known as to identify the needs and
demands of perspective customers and provide them quality products
and services according to their requirements. Marketing is very
important for airline industry to understand passenger's requirement
and satisfy them with their services. Airport marketing is a continuous
process to attract users, enhance their services and maintain
relationship with customers and ensure position in the competition.

Issue 1 Airport marketing
 Contains more investment- In the process of marketing too much
investment is required . To identify the customers preference, their needs and
demands proper market research is conducted by the London Heathrow
Airport(Cheung, Wong, and Zhang, 2020).. To attract users various
advertisements and promotion programme are necessary to conduct, that
involve too much cost. They can not afforded by the small scale business.
 Customers are generally loyal to airlines, not airports- People
who are using regular flights, they have their favourite airlines that create a
big problem to the airports. Every traveller give the preference to the airlines
when they are booking instead of airports. To enhance the loyalty towards
the airport appropriate digital marketing strategies are adopted by the
London Heathrow Airport. By doing low-cost parking, better facilities and
fewer crowd help the London Heathrow Airport to enhance the image and
loyalty of travellers.

Issue 1 Airport marketing
 Lacking brand identity- Airports do not have their strong
brand identity. This issue is created because the management team is
not understand that from which stage marketing process is to be
start. Lack of appropriate resources also effect the marketing efforts.
All travellers need flights and the airport provides them flights and
convinces facilities. London Heathrow Airport face this problem of
having lack of identity and recognition (Chung, and Tu, 2020).
Because of it the travellers are aware about the brand and affects the
airport in negative way.

Solutions
 The respective airport should keep review all challenges and issues in
regular bases and create some strategies to avoid and minimize their
effects. If airport want to attract travellers effective marketing strategies
are adopted by the airport. These strategies should be prepared
according to the current trends, economic and environmental issues.
Some solutions of airport marketing are discussed below.
 Increase customer interaction- This is very important for the
airport marketing team to keep in touch with their customers and maintain
direct or indirect interaction. London Heathrow Airport connect with
passengers by the various medium of social media. Passengers can
comment their problems and issues on social media pages and the
management try to resolve them to satisfy their costumes(Harrison,
2020).. Customer interaction help the respective airport to attract
potential customer and retain them to use their facilities on regular bases.

Solution
 Content marketing- Content marketing helpful for the airport to
share various information to their perspective and current travellers and it is
also the medium to promote their services. London Heathrow Airport put
various information and related data on their official sites in order to avoid
any conflicts. All relative data and information about the timing and tickets
are available on the online sites. That help the airport to solve their
problems.

Issue 2 noise
 Noise is referred as the unwanted sound that is produced by the
aircraft at the airport that affects health of passengers. This is the
major issue that is faced by the people who are in the airport.
Government have passed various regulation to control noise by
improvement in the design of aircraft, their manufacturing and
operations to reduce noise pollution at airport. There are various type
of noise at London Heathrow Airport such as mechanical noise that
are related with the engine and the blades of fan, aerodynamic noise
that is produced due to the air flow surround the aircraft at the time
of when it fly at low speed.

Solution
 It is very important for the airport to decrease the noise at the place. To
reduce these noises, the management department should conduct
various research programme to identify the area that produces the noise
at the airport. Various strategic planning are prepared to reduce noise
from systematic manner.
 Air traffic management- It is very important to control the
plane during take off and landing to decease noise
 Adopt technology- London Heathrow Airport should research all
factors such as air passing through the plane engines, size of fan and
position of engine in aircraft in order to reduce the level of noise. These
parts are examined on regular bases and some technological changes are
done if needed. Latest technology make planes free from noise.
