1. Milano-Malpensa Airport
Airport Operations Management
Karina Köörna
Jaanika Sofronova
Rauno Põldsepp
Estonian Aviation Academy
Tartu

2. TASK 2 and presentation overview
Background information:
You are part of the consultancy team responsible for advising airport in some state. Requirement: if this airport has the master plan the team has to offer own view which is different from the existing.  
Task:
Conduct based on available information high-level strategy for airline with following items having special focus:
- Who are the main customers and what are the resources
- SWOT
- Main objectives for development (could be measurable)
- Create a vision and mission for the airport in 2025
- How to stay alive

3. Background information: Milan-Malpensa airport (MXP)
Airport type
Public
Operator
SEA Aeroporti di Milano
Serves
Milan, Italy
Hub for
Cargolux Italia
Focus city for
Alitalia
Blue Panorama Airlines
EasyJet
Emirates
Website
milanomalpensa.eu
Location
49 km northwest of central Milan
Structure
2 terminals, 2 runways, cargo terminal
Information source:

4. Terminals
Terminal 1 (opened in 1998) is the newer, larger and more prominent terminal. The terminal is divided into three sections and handles most passengers on scheduled as well as charter flights:
Terminal 1A handles domestic and intra-Schengen flights.
Terminal 1B handles non-Schengen and some intercontinental flights.
Terminal 1C (opened in 2013) handles non-Schengen and some intercontinental flights.
Terminal 2 is the older terminal. It is currently used exclusively by easyJet. All charter services, which were previously based in this terminal, moved to Terminal 1 upon its opening.

5. Main customers and resources
Malpensa falls under Italy/Milan’s Blue Banana* area
*Blue Banana is the area where European production and consumption are mostly concentrated
Information source:

6. Main customers and resources
Business passengers
Milan and Northern Italy are the business heart of Italy
Many multinational corporations based there
Economy passengers
Tourism, sports, fashion, culture, transfer etc
Locals
Catchment area* of more than 14 million people, km
*Milan catchment area is the strongest generator of air traffic revenues

7. Main customers and resources
Airline customers are mainly:
Alitalia, Emirates, EasyJet, Blue Panorama Airlines
Some of the resources:
cargo terminal, public transportation means

8. SWOT analysis Strengths
Transport connectivity via land to major Northern Italy cities
The terminal is directly linked to the national railway network
Flight punctuality
Southern cargo gateway for Europe
Regular passenger flow over the whole year
Relevant point-to-point traffic flows
Global connections
Hosting the most international operators in Northern Italy
Smoking areas in terminals

9. SWOT analysis Strengths
Transport connectivity via land to major Northern Italy cities
Information source:

10. SWOT analysis Weaknesses
Complex systems for using runways and airspace capacity
Lack of capacity during peak times
Staff quality
Poor staff and terminal management
Terminal layout and connectivity
Not enough seatings near gates, distance and connectivity between gates

11. SWOT analysis Opportunities
Traffic and transport from strongly emerging regions
Collaboration with airlines and other partners
Single European Sky
Improvement of infrastructure (road and rail) in order to reduce congestion in Lombardy region

12. SWOT analysis Threats Competing airports in near proximity
Challenges faced by European network carriers
Terrorism
European regulations

13. Main objectives for development
Improving terminals
Seating
Gate to gate movement
Reducing queues
Connection between terminals
Staff management
Check-in and passport-control booths

14. Vision for the airport in 2025
To strengthen Milan-Malpensa as the international aviation hub and a key engine for the economic growth of Italy.

15. Mission for the airport in 2025
To excel in the operation and development of Milan-Malpensa in collaboration with airport partners by:
Upholding high standards in safety and security
Operating efficiently with care for the environment
Striving to exceed customer expectations
Fostering a culture of innovation
Valuing our People

16. How to stay alive
Service Quality, Branding, Consumer Marketing, Airline Marketing
Airline Marketing
Modify facilities or services
Target airlines for new or existing routes
Use strategic marketing partnerships
Offer flexibility on pricing (for shops, cafes, airlines)
Develop joint advertising or promotions (eg campaigns with main airlines)
Provide travel planning support to passengers
Improve management processes (eg staff)

17. QUESTIONS?

18. Thank you for your attention!

19. Resources: