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Industry Analysis STRATEGIC CASE STUDY INDUSTRY ANALYSIS ARRFIELD HOW TO USE THIS ANALYSIS 5 1. What to expect from this analysis 5 CHAPTER 2 7 INTRODUCTION TO THE AIRPORT INDUSTRY 7 1. History 7 2. Services 10 CHAPTER 3 15 CUSTOMERS AND MARKETING 15 1. Customers 15 2. Marketing 23 CHAPTER 4 26 SUPPLY AND TECHNOLOGY 26 1. Third parties 26 2. Technology 28 CHAPTER 5 31 STAKEHOLDERS AND CSR 31 1. Staffing and human resources 31 2. Key stakeholders 34 3. Ethical and environmental issues 36 CHAPTER 6 39 COMPETITORS 39 1. Competitor analysis: Heathrow Airport Holdings 39 2. Other key competitors 45 CHAPTER 7 47 INDUSTRY ISSUES 47 1. Political and legal issues 47 2. Economic & industry stats/trends/ issues 49 Astranti Industry Analysis Arrfield CHAPTER 8 51 INDUSTRY EXAMPLES 51 1. Pangiam buys veriScan to boost airport security offerings 52 2. Wonders of Singaporeʼs Changi airport 53 3. The fastest way to Australia 54 4. Fuel-laden Ryanair plane catches fire in airport hangar 55 5. Delivering the ultimate in airport shopping convenience 56 6. Thomas Cook airport slots bought by EasyJet and Jet2 57 7. Campaigners urge government to ban night flights into Heathrow 58 8. Internal airport security threats 59 9. Interactive Bloomberg Hub opens at London City Airport 60 10. Shannon Airport wins Airport of the Year 61 11. Majority stake in Gatwick Airport sold to French firm 62 12. Hersheyʼs dazzles with larger-than-life experience at Changi 63 13. Southampton Airport expansion recommended for approval 64 14. Electric buses at Amsterdamʼs Schiphol Airport 65 15. Heathrow and Arora admit to anti-competitive car park agreement 66 16. IT supplier strengthened in global airport market through acquisitions 67 17. Gatwick drone shutdown 68 18. The Carbon Disclosure Project (CDP) 69 19. Kempegowda Airport inaugurates Indiaʼs first Express Cargo Terminal 70 20. Strikes announced at Heathrow Airport 71 21. New Airport Community App is well received 72 22. Brussels Airport awarded best airport in the world for marketing 73 23. Revitalising Health & Safety in Air Transport (RHSAT) 74 24. Heathrow flies the flag for pride 75 25. Gatwick Airport commits to facial recognition tech 76 3 Copyright notice Published by Astranti This content is for personal use only and is not licensed for use on courses. Any unauthorised copying or sharing of this material is punishable by CIMA under the CIMA code of ethics. Any incidence of copying will be reported to them. If found guilty, punishments are applicable, up to and including being removed from the institute. @ 2021 Astranti Astranti Industry Analysis Arrfield HOW TO USE THIS ANALYSIS 1. What to expect from this analysis “An awareness of the industry that the business is in will help you to think of the wider issues that might impact on decisions that you could be asked to comment on.” Recent Examiner's Report The examiners expect you to have excellent knowledge of the pre-seen industry and to demonstrate this in the exam. As the examiner says – the case study is designed to test your application in the real world, and not to test your theoretical knowledge. This industry guide is designed to help you to meet that expectation and maximise your marks in the exam! This requirement links directly into your role. In the pre-seen, you are told: “You are a senior manager in Arrfieldʼs finance function. You report directly to the Board and advise on special projects and strategic matters.” You are expected to provide logical business advice as if you were an employee working in this industry, and as if you know this industry inside out. If you know the types of issues in the real world and the types of decisions that real world companies are making, the chances are that your own logic in the exam will be better and producing a logical, well rounded report is key to passing this exam. In fact, its been interesting to note that in student feedback after the real exams, a number of people have commented that they felt that the exam was extremely practical and they wished they had spent more time focusing on the case study and the industry and less on revising theoretical knowledge as they felt that would have helped them provide the practical answers they needed. 5 Astranti Industry Analysis Arrfield One key way of maximising your marks in the SCS exam is to have sound knowledge of the relevant industry and to demonstrate that knowledge throughout. However, the industry is large, and there is a lot of information. You have to make sure you have the right information about the industry. That's where we come in. In this industry analysis, we've scoured the web, journals and magazines for the most relevant information relevant to your exam. We do the difficult job of collecting the right information for you, so all you have to do is read this report, learn the key points and then use them in the exam. 6 Astranti Industry Analysis Arrfield CHAPTER 2 INTRODUCTION TO THE AIRPORT INDUSTRY 1. History Introduction Airports handle millions of passengers each day and facilitate national and international air travel across the globe, as well as the transportation of freight. According to the Airports Council International (ACI) World Airport Traffic Report, there are currently over 17,500 commercial airports in the world. History of airports Early history The Wright brothers made the first successful flight using a powered aircraft in 1903. Back then, though, pilots used to land their aircraft on pretty much any flat surface they could find, meaning the airfields used by the Wright brothers canʼt be classed as an actual airport. To be an official airport, the facility needs a control tower, an aerodrome for flights to take off and land and space to store and maintain aircraft. So, it wasnʼt until 1919 that the first official airport to operate scheduled international commercial aviation services, Hounslow Heath Aerodrome, was established. Here is a brief timeline of the early history of airports: 7 Astranti Industry Analysis Arrfield • 1919 – Hounslow Heath Aerodrome operates the first commercial aviation services • 1920 – Hounslow Heath Aerodrome is closed and replaced with London Croydon Airport, the predecessor to London Heathrow Airport • 1926-28 – Redevelopment of the London Croydon Airport occurs, including construction of a building to incorporate all airport terminal functions • 1929 – London Airport (now Heathrow Airport) is established Modern history/post-World War II growth World War II played an important part in shaping the role of airports. The terminal buildings at London Airport, for example, were used as accommodation for troops during the conflict. Further, some of the first aircraft that took off from London Airport were converted bombers previously used during the war. However, it wasnʼt until 1944, near the end of the war, that significant development of London Airport began. The development of the airport was initially stated to be for long-distance military aircraft, but by the time it was nearing completion, World War II had ended and the UK government continued with the development. This is because commercial air travel was identified as a key way in which foreign relations and trade links between Britain and the rest of the world could be re-established. And, after World War II, as wartime travel restrictions ended, the demand for air travel began to rise across the globe. Recent developments The 1986 Airports Act privatised airports in the UK under the Thatcher government, resulting in the government-owned British Airports Authority being publicly quoted on the stock exchange. This trend toward privatisation began to occur more widely between 1996 and 2001 across airports in Europe, Australia, New Zealand and South Africa, among others. In fact, 41% of European airports now have private shareholders. The 1990s also saw the introduction of cheap, no-frill airlines such as easyJet and Ryanair. These airlines have contributed to the growth of regional airports and an increased choice of international destinations for travellers. 8 Astranti Industry Analysis Arrfield In the past quarter of a century, demand for air travel has increased continuously. The demand for passenger air travel in the UK, for example, is predicted to increase from 236 to 465 million passengers by 2030. There was a fall in demand for air travel following the September 11 attacks and the Great Recession of 2007-2009. 9/11 also pushed security costs at airports permanently higher. Nonetheless, the airport industry remains large, with the global economy continuing to be more and more connected. The industry is expected to continue to grow between 2019 and 2040, with a global average annual growth rate, according to the Annual World Airport Traffic Forecasts, of 3.7% in passenger traffic, 2.3% in air cargo and 2% in aircraft movements. Application to the pre-seen We know from the pre-seen that Arrfield was founded in 1980 when Norlandʼs government privatised its airports. This is similar to the privatisation of the airport industry that occurred in the UK during the 1980s. We also know from the pre-seen that Arrfield is Norlandʼs largest airport company, both in terms of revenue and total number of flights. It owns a couple of the largest airports in the world (CCI and CCM both in the top 20) and is over three times the size of its largest Norland competitor (by revenue). Arrfield, like real-world airports, is wholly dependent on airlines who use its airports for the ongoing provision of its services. So, changes in the airline industry, such as the increasing popularity of no-frill airlines, directly impacts the operations of Arrfieldʼs airports.
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