The Task
ANA Aeroportos de Portugal approached us with the task of understanding its loss of market share on car parks to off-airport operators, the reasons why passengers chose competitors, and an understanding of competitors’ capacity, services, and pricing policies. This insight would help ANA fine-tune its competitive position in the three main airports.
Our Approach
Our team began by implementing a market study to determine the split in market share between the airport and off-airport competitors and identifying the key demand drivers and buying decisions. We then conducted a detailed analysis of existing operators, using public data and mystery clients, to identify main characteristics such as location, services, marketing strategy, and economic performance.
Based on our competitive analysis, our consultants identified quick wins ANA could implement to increase car park revenues without jeopardising their business margins. We presented our findings to the client, including a review of their pricing policy and services offered, to capture market share from competitors.
The Result
The result was an actionable plan that allowed ANA to recapture market share effectively and sustainably while preserving its business margins. By implementing the recommended changes, ANA could improve its competitive position in the car park market and ultimately increase revenue.