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Contents
Introduction: The Worlds Leading Quality Global Alliance Brand
(Member Airlines, Strengths & Opportunities, Threats & Weaknesses, Positioning)
Joins at the beginning of 2012 Currently serves over 160 destinations 600 daily departures 28mllion pax in 2009 Adds 75 gateways to the OW Route Map topBonus FFP to be integrated New Brandenburg Airport Opportunities BA to support integration process
Introduction: Weaknesses
We still maintain weaknesses in our network which need addressing:
South American domestic partners (mergers could affect LAN positioning) however, grow now coming via GOL through bilateral agreement with AA African Domestic traffic is underserved by OW members Middle East remains weak despite Royal Jordanian as our member Canada domestic traffic is also underserved though improving via AA bilateral agreement with WestJet. Whilst we have taken steps to improve our networking offering, we must continue to seek further alliances partners that help to strengthen out network
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT
Grow our premium lounge portfolio from 550 to 560 by end of 2012 Launch OW product analysis to ensure continuity
Continue premium brand strategic positioning via continuous product innovation such as BA new FIRST cabin. Global advertising campaign in core business/premium leisure markets to further develop OW brand awareness
PRICE
PLACE
PROMOTION
Lets take a look at some of our regional marketing activities for the next 12-18 month period...
Going forward, we shall now begin investigating the potential of developing Amman as a Oneworld hub, to mitigate against the threat of EK/EY & QR. We shall step up advertising in course business markets such as Dubai & Abu Dhabi, but efforts are somewhat hindered by the strength of local carriers
MENA Conference 2012
Thanks to our newest alliance member, S7 Airlines, this has now changed.
Our marketing budget in Russia will now be considerably increased +20% for 2011-2012 period Boosts awareness of Oneworld brand and give customers greater choice when travelling long haul via S7 domestic network
We shall make further use of our OW affiliate Comair to further build our network and product offering
Long-term development could see Comair becoming a full member of Oneworld Oneworld members serving the African market will increase advertising regarding our Comair partner
Food&HotelAsia
Jun/Jul Sept May May Mar Mar Nov Aug Dec Apr Apr
Feb
Oct
Jun
Jan
Jul
Maintain position as No.1 choice for business/premium leisure travellers Defend core hubs JFK/DFW/LAX/ORD/MIA/LHR/MAD/HKG/ Poss. Development of Amman as Oneworld Defence mechanism to EK/EY/QR Threat Increase premium leisure product offering
(Premium Ecom for both short term and long term benefits)
(Source: Oneworld)
Summary
Continue to grow business traffic through strategic hubs Further investments in premium product innovation
Maintain position as No.1 choice for business/premium leisure travellers Defend core hubs JFK/DFW/LAX/ORD/MIA/LHR/MAD/HKG/ Poss. Development of Amman as Oneworld Defence mechanism to EK/EY/QR Threat Increase premium leisure product offering Maintain & further grow transatlantic business as part of the JBA