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International Marketing Communications

KAI JIAO

Thus based on the above information, this report is suggesting that BAA should mainly responsible for failing to provide the ground services it signed for and BA on the other hand is responsible for misleading and mistreating of its own customers in dealing with the problems brought by BAA.

2.3 How these affect BA?

Although BA does not responsible primarily on the technical and staff failures in the Terminal 5, but these failures did have a knock on affect on BA- bringing its customers bad travel experience and generated negative publicity, result in damaging its brand image as a trustable and reliable international airline.

    • 2.4

      How should BA response to it?

      • 2.4.1

        Goal and Objectives

Therefore, this report is aiming to restore BA’s public image as a ‘trustable’ and ‘reliable’ international airline within the budgeted financial year by

    • Working more closely with BAA to solve its technical problems and provide necessary assist on their staff trainings and placements

    • Addressing to the public about the true reasons behind the initial fiasco

    • Showing the progress and improvements that have being made

    • Emphasising on the state of art Terminal 5 building and its facilities

    • Educating public on how to use these facilities to improve their travel experience with BA

      • 2.4.2

        Key Audiences

        • 2.4.2.1

          Internal

          • BA and BAA’s Staffs who are working and will work at Terminal 5 building

          • BA and BAA Management Board

          • BA and BAA Business Shareholders

          • High Street Retailers at the Terminal 5

        • 2.4.2.2

          External

          • Terminal users (including both BA’s current and potential customers)

          • Influencers: news media, environmental and quality of life advocacy groups, and Heathrow’s local communities

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