King County: A Case Study Model for Strategic Planning in College Aviation Learning

Abstract

Marketing planning in an airport as with other organizations is all about selecting appropriate target groups and formulating a marketing mix to achieve marketing objectives and financial targets. However, the factors which need to be considered in the dynamic and ever changing airport industry means that airport marketing planning is more than just applying general theory to practice. Therefore, this paper considers the unique case of airports and goes through the modern day planning process using the example of King County International Airport. It starts by considering the mission, value and vision statements to establish where the airport wants to be and looks at the strengths, weaknesses, opportunities, and threats (SWOT) to assess where the airport is now. This leads to an evaluation of the marketing strategies which should be adopted.