Environmental Protection and Sustainability

IntroductionIn the past 25 years, outside(a) passenger glory has experienced a threefold increase. It is expected that the aviation sector leave alone continue to see similar growth over the next 25 years (Walker &038 Cook, 2009). Due to the rapid expansion of the aviation sector, there has been a growing concern for environmental issues in air passage operations, especially in terms of energy and environmental sustainability (Agarwal, 2010). The focussing on sustainability and environmental resistance is due to the environmental consequences of contemporary aviation, especially the contri exception of aviation to planetary climate change (Upham, 2003). With the recognition of the harmful effects of aviation on the environment, experts predict that environmental factors will increasingly limit the expansion of air trip up and the social benefit that it brings (Green, 2003, p.281). Meridiana concurs that it is important to consider sustainability and environmental security m easure in aviation. It recognises the importance of green aviation and puts a lot of shelter on protecting the environment. In line with this, the exalted society manages its activities in residency with national and EU environmental regulations. As proof of its commitment, it has been awarded certification of its type System in compliance with UNI EN ISO 90012008 regulation for air quality. SGS Italia health club has certified the compliance of the companys activities involving the design and supply of work on board of domestic, international, and intercontinental flights (Meridiana, 2009). Recently, Meridiana joined the Association of europiuman Airlines (AEA), which represents europiums major airlines. The AEA influences its members at the industry and institutional level in order to achieve goals that benefit the airline industry. One of the main thrusts of the AEA is to inning a more than sustainable and competitive arena (AEA, 2013). Meridianas rank in the AEA show s that it is committed towards achieving sustainability in the aviation sector.Marketing Mix despite its success in some(a) areas of the domestic market, the company has experienced labored losses in recent years. With its ageing fleet, subscale international network, and its dependence in the domestic market, the company is facing very stiff competition from some of Europes leading natural depression constitute carriers (CAPA, 2013). Taking these into consideration, Meridiana has to remediate its occurrent market variety in order to increase sales and remain competitive. Effective marketing strategies merchant ship have a authoritative influence on society thus, it is important for the company to apply the trance marketing mess up to achieve their objectives.ProductMeridianas major strength is its competitively priced business class shtuping room for long haul destinations, targeted at unemployed travellers. As a medium serve up carrier, it carrys elements of both full help and low cost carrier. For example, it provides food and drinks like full service carriers just its price range is comparable to low cost airlines. Meridiana should practice this mix and use it as a competitive advantage. The airline needs to focus on its domestic flights and its short/medium haul destinations in Europe. The current marketing outline fails to reach out to the business community. Their marketing strategy should stress services for both holiday/leisure and business purposes. The company should target SMEs and become the airline of choice for small and medium-sized companies. This advise be done by offering discounts and incentives for companies who want to purchase multiple seating or flights.PriceMeridiana needs to use a competitive pricing proposal to pull up customers. Its price take aim should be not too high from low cost carriers, but lower than traditional networked airlines. Although low cost carriers have lower prices, Meridiana should diff erentiate its slightly higher price point by offering better customer service. The aim is to have a mid-range price point, which can attract middle class consumers and SMEs.PlaceMeridiana has been extremely triple-crown in Sardinia and Sicily. The company should replicate its success by building stronger mien in other parts of Italy and in key international airline hubs much(prenominal) as London, Dubai, Beijing, Singapore, Narita, Paris, and New York. This can be achieved by better airport check-in services and making their internet reservations website more agreeable and easy to use.PromotionAs a hybrid airline, Meridiana operates both as a low cost carrier and a network airline (Sansonetti, 2010). It needs to be highly competitive by keeping it unit costs down. This can be achieved by enhancing its internet and social media channels. Meridiana should upgrade its website to happen upon it more attractive and user-friendly. It should rectify its tie-ups with hotels, resorts , car rentals, and other tourist services to attract more customers.PeopleMeridiana should improve its services to customers in order to attract more consumers and gain more customer loyalty. Excellent customer service can be a competitive edge, especially when low cost carriers offer cheaper rates. Meridiana should also highlight their people and the value of customer service in their marketing strategies.ProcessMeridiana should discipline that its online reservations are always efficient and that customers can well access the airline through phone or email. The airlines systems should be designed for the benefit of customers. Physical Evidence Meridiana should also ensure that its flights are always on time its planes are spotless and its service crew are highly efficient. Its check-in and guest lounges in airports should be clean and the services of both ground crew and in-flight staff should be excellent.Promotional MixMeridiana should focus on tapping customers from the mid-m arket socio-economic segment and business people, especially from SMEs. The elements of the promotional mix must integrate different strategies. It should use a combination of conglomerate promotional strategies, particularly, advertising, public relations, sales promotions, and internet/online promotions. The integration of different promotional tactics will aid in achieving a more self-made result. Advertising should be enhanced in traditional channels such as television, print, and radio in order to target domestic consumers in areas where Meridiana is not the market leader (i.e. Milan, Turin, Naples, Marconi, Rome, and Verona). To increase presence in international markets, the airline should advertise in popular travel magazines and international agate line channels (i.e. BBC, CNN, NHK, etc.). In terms of public relations, the airline should improve its human relationship with Italian businesses and local government. It should also improve its public image by doing CSR acti vities and being more active in environmental protection. The company should emphasise their support for green aviation and sustainability in the airline industry. Meridiana should also despatch sales promotions on its ticket prices. It should conduct seat sales in which the flight fare is a fraction of its original price but customers can avail of the ticket only for a limited period. For example, the seat sale gives an 80% discount on ticket prices for 50 seats in the plane and the sale will be ongoing for 3-5 geezerhood only. Meridiana should also prioritise internet/online promotions and strengthen its social media presence. The airline should improve its advertisement and tie-ups with online travel sites such as Expedia, Kayak, and Orbitz. It should also effectively make use of social media sites such as Facebook and Twitter. Meridiana should advertise in these sites and move on customer feedback through social media. The company can also utilise viral advertising by putting very creative and highly memorable adverts in YouTube or other video sharing sites.ReferencesAgarwal, R. (2010). sustainable (Green) Aviation Challenges and Opportunities. SAE International Journal of Aerospace. 2(1), p.1-20. Anna Aero. (2013). Meridiana fly and Air Italy complete merger, as Meridiana turns 50 under raw CEO combined fleet shrinks for S13. in stock(predicate) http//www.anna.aero/2013/06/19/meridiana-fly-and-air-italy-complete-merger-as-meridiana-turns-50-under-new-ceo/. Last accessed 12th January 2014. Association of European Airlines (AEA). 2013). AEA welcomes Meridiana as new airline member. Available http//files.aea.be/News/PR/Pr13-036.pdf. Last accessed 1fifth January 2014. CAPA centre of attention for Aviation. (2013). Meridiana how to escape the impact of loss-making Italian airlinesAvailable http//centreforaviation.com/analysis/meridiana-how-to-escape-the-impact-of-loss-making-italian-airlines-120241. 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