Manchester Airport Policy - Case Study Example

Manchester Airport Policy Introduction Manchester airport policy is the integrative set of rules and strategic decisions, directed on solving a wide range of problems. To meet environmental issues, social needs of the clients, to satisfy demands of the partners and stakeholders are the issues, which are very challenging for any industry. In the sphere of aviation the dynamic developments and technological innovations have shifted accents in the airport policies development from technological concerns to eco- and socially-friendly policies (Airport Looks to Go Greener; ENERGY POLICY UNVEILED, 2010). Therefore, we position Airport policy as a set of integrated components. Task 1 The first policy of Manchester Airport relies on the UK governmental policies for aviation published in December 2003. The second policy is Green Belt (since 1961) regulating policy of the airports. Philosophical development of the policy is outlined in terms of eco-friendly and socially-friendly policies. Working in the name of the common good of the community and the North West region is a perfect philosophical background of the Airport’s policy. The third policy is correlated with the Regional Planning Guidance (RPG) adopted in March 2003. Under conditions of this regulation, the Manchester Airport plays a role of the most important England’s key air gateway and there is a clear intention to work for a common good, which echoes with Aristotle’s philosophy. The fourth is the privacy policy. The fifth is a Fair Deal Policy. The latter two policies are more individually-oriented and ensure that the clients of the Airport are protected from their personal data reproduction, diversity bias etc. Task 2 Visioning of any company depends on external factors determining potential changes in the strategy of the company. With respect to the fact that tourism gains many advantages from the process of international air links enhancement (Airport Background Checks, 2003), the visioning of the Manchester Airport is determined to be the key player globally and its economic contribution in the development of aviation strategies and policies is correlated with the North West’s airports and the UK governmental policy. Moreover, Manchester Airport is positioned as the first-class asset to reach success for the North of England. The visioning of the Manchester Airport is the asset facilitating air links and connections with different countries in the name of business competitiveness and tourism development. Reduction of air emissions, reliable usage of surface and space, as well as internal improvements of the airport infrastructure are key elements for the growth of the North West’s economy (Manchester Airport Master Plan to 2030). It is possible to claim that the central concern of the visioning of the Manchester Airport is based on the following statement: “The whole airport could be built on one-third the land, at one-half the cost, with lower operating cost, and a cleaner environment –which also means the airlines and other airport-related businesses could operate a lot more profitably. Its like designing a city, really; the more compact design is more energy-efficient, more materials-efficient, and more pleasant to be in” (Ayres 2001, p. 26). Consequently, the visioning of the company is based on a holistic approach to the Airport Policies Development and they have been focused much on social and economic advancement of the region through the policy improvements of the Manchester Airport. Task 3 The mission statement of the Manchester airport is in line with global regulations of environment and it outlines the intention of the airport to be the “internationally recognized as one of the leading 21stcentury airports” (Manchester Airport Master Plan to 2030). The North West region is the target for improvements introduced within the airport. The Manchester city region is on the way to development and the economic and social benefits are in line with the requirements. Moreover, the main benefits of the Manchester Airport are positioned as the result of advancement of the UK airports and many other European capital city airports. A wide range of air services facilitates the process of tourism and air connection with different countries. The travel needs of the passengers are constantly growing and they need many opportunities to reach different parts of the world. As far as we can see, we have a relation to the global integration of the world’s community. Transport links improvements and facilities advancement is the most popular opportunities for thousands of North West dwellers. To treat people perfectly and work for their good is the major scope of issues, which are determinant factors in airport policy development. The long-term development of the Airport is outlined for the coming 30 years and it is possible to trace dynamic changes of the clients’ needs and stakeholders’ suggestions. Task 4 There are the following five key aims of the Airport policy. The firs aim is to maximize the economic and social benefits that we bring and decrease the environmental and social harm. The second aim is to develop a national framework for regional policy development. This aim was outlined in accordance with the North West, Regional Planning Guidance (RPG). The international air gateway is assigned to the Manchester Airport and the managers of the company are looking forward to improvements and developments in this field. The third aim is to make the Airport more noticeable and attractive for the potential investors. In the result of this cooperation economic growth is reached. The employment market and property market is potentially improved in case of the investors’ involvement. Moreover, recreational sector of the North West region would gain much benefits from developments of parks, open spaces etc thus contributing much to the community welfare. The fourth goal, which logically comes out from the third goal, is to enhance the economic growth of the Northern Britain. The fifth aim is to use land efficiently. In accordance with the potential improvements, the Airport manages to handle over 60,000 passengers per hectare by 2030 instead of 36,388 per hectare of land nowadays (Manchester Airport Master Plan to 2030, p. 9). Task 5 In order to reach five main aims of the policy, the design specification of the airport, such as reduction of energy consumption and waste generation, are possible ways to facilitate the best practices of the Airport. Task 6 There are five demand and five supply orientated strategies of the Manchester Airport. These are: the long-term demand. In order to develop long-term strategy, which is often positioned as the most beneficial for any company, the efficient usage of land and facilities is the key factor (Air Travel Key to Growth, Says Airport Boss, 2011). In order to change the ways of the Airport operations, it is required to improve and introduce innovative processes and a new technology (p. 55). The second demand strategy is to develop and implement new facilities to meet business needs and demands in the modern business context (p. 60). The third demand is to satisfy parking places needs (p. 63). The fourth demand is to avoid the huge levels of congestion and delays (p.64). The fifth demand is to reconsider pricing and control policies and improve the alternatives to the private car (p. 64). With regards to the supply strategies, we can outline the following five strategies, such as using supply chain and reconsidering the goods and services usage (p.34). The second supply strategy is to provide more opportunities for local residents to work. Supply chain improvement is focused both on the local people and businesses (p. 52). The third supply strategy is to provide good connections to the local area. In such a way, tourism sector will benefit much. Rail and tram investments are required in order to fulfill this third supply strategy (p. 62). The fourth supply strategy is to satisfy the needs of the customers in the long-term development of the Airport so that the company continues to meet the needs of all our customers and partners (p. 12). With respect to the needs of the economically prospering residents, there is a need to supply them with the required opportunities of transport or airport services. The fifth supply strategy is to make access to the airport easier on order potential clients would avoid traffic jams and transport challenges. Task 7 The responsibility for the documented policy of the Manchester Airport belongs to Geoff Muirhead CBE Group Chief Executive. This man is responsible for the written documentation of the Airport Policy. Moreover, his contribution to this company is acknowledged globally. The advancement of the environmental and social policies of the Airport advanced the regional economy of the North West region and the UK. The Manchester Airport Policy is developed on behalf of Manchester Airports Group (MAG) which includes other four airports, such as Manchester, East Midlands, Bournemouth and Humberside. Marketing Department ensures privacy of data submitted by the partners and stakeholders to the airport (p. 36). This policy is implemented through MAPLC Product Booking, Data Collection protection and Data Removal options. The implementation of four other policies, outlined in point 1 are implemented through eco-friendly activities, such as appropriate space usage, increase of car stops numbers etc. Airport policies compliance with the Governmental and Region Regulations is reached through more employment opportunities, customer-friendly strategies and are focused on the North-Western region positioning as a successful economical and social UK region. Task 8 In the Airport Policy the role of partners and stakeholders is of crucial importance. Moreover, the role of local people in the process of policy improvements cannot be denied. The way policy developers cooperate with stakeholders can be found in their claims of cooperation with the latter on the basis of the Consultative Committee (Williams 2003, p. 299). There are quarterly meetings of the stakeholders and local residents and authorities. There is an independent chairman and advisors in the Committee. Moreover, this policy was developed with respect to informal and formal consulting with the stakeholders. The key issues for negotiations are transport, social and economic concerns. There is a supervisory organ, such as Natural England, which supervise the management of airport area that is above 800 acres. In accordance with the Landscape and Habitat Management Plan environmental improvements are being developed. The promotion of natural green space for the community is on behalf of Natural England. Stakeholders involved are the following: airline operators, local authorities, such as Cheshire County Council, Manchester City Council, Macclesfield Borough Council, Stockport MBC and Trafford MBC; Greater Manchester Passenger Transport Executive, Government Office for the North West, Highways Agency and others (p. 88). Their contributions to the Airport developments were reflected in eco-friendly and socially-friendly strategies and approaches, implemented through open spaces improvements, reliable internal and external resources usage, employment opportunities and clients-friendly communication options. Therefore, the stakeholders’ contribution determines social improvements of the Airport policy. Environmental concerns, such as improvements of the area and parks around the airport were developed on behalf of the stakeholder’s suggestions. Conclusion The policy development of the airport is the challenging issue. In accordance with Whitelagg (2007): “Airports reflect the changing times in which we live. At first they captured a utopian, modernist and techno-obsessive belief in an excitingly-designed future; then they became a chaotic, confusing, postmodern mess, with the future - in the old dystopian mantra - no longer what it used to be; and now they mark the front line of the new global terror order, with passengers queuing to have their every possession scrutinized, resigned to the tedium of it all and yet never quite sure when the next horror may strike” (Whitelagg 2007, p. 139). The Manchester Airport is more focused on environmental, social and economic issues though it would be better for the policy developers to take into account anti-terroristic concerns, which are of crucial importance globally. References "Air Travel Key to Growth, Says Airport Boss." 2011. Western Mail (Cardiff, Wales), July 8, p. 27. Retrieved March 17, 2012 (http://www.questia.com/PM.qst?a=o&d=5049740902). 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