Magazine article Marketing

Egan Faces Juggling Act at the BAA

Magazine article Marketing

Egan Faces Juggling Act at the BAA

Article excerpt

Egan faces juggling act at the BAA

The task reads like a rogue question on a marketing examination paper. Devise a marketing plan to keep all your customers happy for the next ten years. These are the Government, the international airlines, high street retailers, your employees, the man and, increasingly, the woman in the street.

It would make a poor exam question - too too vague a task and too imprecise a market. But Sir John Egan, current Jaguar chief and, from September this year chief executive of BAA (the former British Airports Authority) will have to find the solution.

First, he will have to win the confidence of his staff. Next he must win over BAA's direct customers - the airlines, handling houses and retailers who are its tenants. Many of them feel BAA exploits its monopoly to push up charges.

Egan will have to keep the Government happy as well. Ministers will not want to show favour to a company which makes a mockery of the free market; or property developer which helps lose votes in ministerial backyards. …

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