This is a report in which we are aiming to analyse the Manchester Airport Group and the retailing business that runs within the company as a whole. In order to do this we are first going to introduce the company and then carry out a series of research to fulfil the following steps which include; Competitor Analysis, Market Analysis, Design and Layout of the Terminal, Retail Identity and Image and Merchandising and ‘point of sale’.
The Manchester Airports Group is the travel terminal we have chosen because it is the largest UK owned group in the airline industry and does therefore fit into the subject of travel retail. Across the four airports there are several retail outlets to serve the needs and provide all that the 28 million travellers per year could want when preparing for or returning from their trips.
The marketing mix plays a huge part in the design and performance of any business and despite the size and success already achieved by the Manchester Airport Group, they are no different. They are always looking to make the business more profitable and retail is a good way for them to do exactly that as the majority of people you travel will need to buy a certain few little things. Where the marketing mix comes into it is when the company are deciding which products to stock, what prices to charge, the location of these products and how to promote the products. We are looking at the location of shops and why companies choose to put their shops in the airport in particular and we have found that it is essential that shops choose to put their units in the most effective location possible in order to optimise their sales. The companies choose where to put their units after looking at several steps starting with deciding where the main customer base for the company is. Having made this decision they move on to the route a customer will take through the airport in their travel experience and decisions are made hand in hand from...