Emerging And Existing Business Potential Between Saint Petersburg And Helsinki Airline Hub
Kauppinen, Markus (2016)
Kauppinen, Markus
2016
Tietojohtamisen koulutusohjelma
Talouden ja rakentamisen tiedekunta - Faculty of Business and Built Environment
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Hyväksymispäivämäärä
2016-01-25
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201512221849
https://urn.fi/URN:NBN:fi:tty-201512221849
Tiivistelmä
The objective of this paper was to identify emerging and existing business potential between the city of Saint Petersburg and Helsinki airline hub. The aim was to track down ways to attract customers from Saint Petersburg to travel through Helsinki to Europe, North America and Asia. The primary tasks of the present thesis were creating strategic and action proposals, identifying the most promising routes, identifying the current competitive situation, and finding the key attributes of attracting customers from Saint Petersburg.
The study is based on a new network theory, which identifies factors functioning within networks, the competition between airports and competition between airlines. The theoretical part of the thesis was written on the basis of existing literature. The empirical part of the study consists of an airline and airport choice – questionnaire, which was presented to people living in Saint Petersburg, an airport network analysis, and an airline alliance analysis.
Based on the theory and the empirical part of the study, strategic and action proposals were created, the most promising routes and the current competitive situation were identified, and key attributes for attracting customers were discovered.
The following main strategic and action proposals for Helsinki Airport were made: re-viewing ownership, developing the check-in and security control procedures, developing the Allegro connection, improving the connections between the airport and the city center as well as connections to other cities, establishing new routes and opening a 24/7 cargo terminal.
The most important strategic and action proposals for Finnair were: e-marketing and marketing schedules, renewing the price policy and attracting new customers, developing the Allegro connection, re-scheduling the flight times from Saint Petersburg, co-operating with travel agencies, establishing new routes, and also creating a change in home market thinking and the travel chain services.
The study is based on a new network theory, which identifies factors functioning within networks, the competition between airports and competition between airlines. The theoretical part of the thesis was written on the basis of existing literature. The empirical part of the study consists of an airline and airport choice – questionnaire, which was presented to people living in Saint Petersburg, an airport network analysis, and an airline alliance analysis.
Based on the theory and the empirical part of the study, strategic and action proposals were created, the most promising routes and the current competitive situation were identified, and key attributes for attracting customers were discovered.
The following main strategic and action proposals for Helsinki Airport were made: re-viewing ownership, developing the check-in and security control procedures, developing the Allegro connection, improving the connections between the airport and the city center as well as connections to other cities, establishing new routes and opening a 24/7 cargo terminal.
The most important strategic and action proposals for Finnair were: e-marketing and marketing schedules, renewing the price policy and attracting new customers, developing the Allegro connection, re-scheduling the flight times from Saint Petersburg, co-operating with travel agencies, establishing new routes, and also creating a change in home market thinking and the travel chain services.