Retail marketing

RETAIL ACTIVITIES AT HEATHROW AIRPORT TERMINAL 4

Introduction

Heathrow Airport is one of the 4 airports in London and it is the largest of all of them . It is principal and also the largest airport serving the United Kingdom . The airport is also the third world busiest airport on passenger traffic . The airport also handles more international passengers ' traffic than other airports in the world . The airport is operated by BAA which operates other six airports in the UK It is also the primary hub that serves sever international airline including

British Airways , BMI and the Virgin Atlantic which all operates domestic and international flights

Heathrow terminal 4 is one of the underground stations in London located at Heathrow . The terminal is constructed to the south of Southern runway just adjacent to the cargo terminal . The terminal was opened in April 1986 by Prince and Price of Wales and immediately it became the home of the privatized wing of British Airways . There are a number of airlines which use terminal 4 as their main operation hub including Air Lanka , Air Malta , Kenya Airway , KLM and other like Qantas . But it is the main operation hub for most of the British Airways long haul flights The terminal handle ore that 14 .2 million passengers every years . The main flights on this terminal are overhaul to European destinations and to the rest of the world

There are various rattail activities that are located in Terminal 4 which are meant to provide the needed goods and service to customers This will look at the available retail activities in the terminal and their suitable to meet the demands of the customers who use the terminal

Airport retailing

Airport retailing is one of the most recent branches in the retailing industry . The sector has been developing of late in majority of the airports in the world owing to the increased airport activities . There has been increased volume of passengers in the UK which has supported the growth of the retailing activities . Airport retailing has also been supported by the growing retailing technology , effective use of spaces available and the revolution of retailing communication . For the last one decade , there has been has been dramatic transition of the airports in their operation strategy . There have been external factor which have been forcing airports to conform to some of the external operation standards to give their customers what they want (Newman and Cullen 2000 ,

. 14 ) They have resulted to expansion of range and the extent of trading activities to include retail service to suit the needs of the consumers . Airports have been matching their operations to the needs of the consumers . There have been many factors which have contributed to the increased rise of retail services in airports and one of such factors has been the increased commercialization of airports through government deregulation . The government has been easing its control on the airports with an aim of avoiding the financial burdens which is associated with...