Vancouver Airport Expansion Controversy Case Study Solution
Volatility of external expectation and beliefs
The company would start confronting various issues such as the volatility in the external beliefs and expectation; it is because of questionable transactions/ investments, damaged brand perception and the earning would not meeting the shareholders’ expectations,
Losing credibility
The company would lose credibility due to the adverse people reaction on the initiative, not only this, the performance, reputation, innovation and creativity, economic performance, global influence of the company is at stake.
CSR
The company would be viewed or perceived as not taking into consideration of its environmental, economic and social impact and considerations of human rights. The company has risks of reducing sales, lowering productivity, losing ability to keep and attract skilled employees, decreasing customer loyalty, hence it would be difficult for the company to implement the environmentally-friendly policies in the workplace.
Crises management plan
Operational management
There is a broad operational aspects of the operating an airline, in order to compete in the situation, it is crucially important for the company to maximize the productivity, efficiency and profit that is vital for the survival of the company.
Continuous improvement
In order to remain competitive in the market, it is important for the company to have processes ion place so that it would be able to seek better ways of doing things on consistent basis.
The company should target the most favorable aspect of the future noise & air reduction that is technology development that tend to be minimizing the source noise. A company should invest in the Continuous Lower Energy, Emission &Noise (CLEEN) Program with the intent of advancing the technological development to reduce aircraft noise. It would most likely help the company in maturing and developing the environmentally-friendly technologies for the aircraft. Such technologies would also support in achieving Next Gren objectives of reducing the noise and emission impacts.
Notably, such program would focus on demonstrating and maturing the aircraft and alternative jet fuel technologies for accelerating the commercialization of such technologies into future and current aircraft.
Being green
The company should take fuel efficient strategic actions, the less fuel depicts the lower operational cost. The changes should be environmental-friendly because they would be good for the company’s bottom line.
It should place limits on the amount of pollution that tends to be caused by the commercial air travel in order to contribute in Corporate Social Responsibility initiatives, this would result in positive image of the company amongst public when it seem to be willing to consider adopting more green features and practices addressing global warming and poor air quality.
Employ quality control
As such, the company should confirm exceptional maintenance practices & procedures that would be meeting the regulatory requirements by ensuring the independent quality assurance that would be monitoring adequacy of and compliance with the procedures or it would provide an inspection system to ensure that all the maintenance has been performed.
In addition, a quality assurance program comprises program that would substantiate that all the operation are conducted in relation to the applicable requirements, procedures & standards. It is significant to establish the quality assurance program in the milieu of implementing quality management system.
Manage visibility
The company should have a closer look on managing its visibility, this can be done by letting the market and customers know about its accomplishments and achievements. By doing so, the perception of the people would be change regarding the Vancouver Airport Expansion because they would be knowing the contribution of the company towards sustainability and corporate social responsibility, demonstrating that the company is responsible for that impact that it exerts on its surroundings, in environment, business and social terms.
Crisis Communications Management
YVR should take necessary actions to effectively deliver its points and future plans to all of its stakeholders. Effective communication always require necessary evidences to back up the plans. In order to gather the evidences related to environmental concerns of its expansion plan, YVR should make a detailed report with highlighted environmental steps to and the environmental benefits of its project. It should gather evidences in form of reliable noise management by Transport Canada to support its arguments about its concerns over noise pollution.
YVR should communicate its high focus on environmental concerns to reduce the criticism. It should include the environmental concerned areas of its operational plan. It should clearly define the future activities related to the environmental concerns and community development along with the benefits of these activities. It should justify its words by presenting various evidences about environmental protection and benefits issued by environmental concerned authorities like Transport Canada.
The organization should also share its historical background of high concerns over environmental protection and community development. It should mention all of its efforts regarding environment to make people realize that how the organization had been an environmental friendly organization? It should share details about its Environmental Management Plan 2015-2019, along with the future plans regarding environmental protection. It should use effective communication media to deliver its point of view efficiently. The communication media which can be used by YVR are as follows:
Print Media:
- Ad in Newspapers
- Brochure
- Publications of articles regarding environmental protection
- Pamphlets showing motivations about tree plantation
- Bill boards showing various environment related activities of YVR.
Electronic Media:
- Social Media campaigns
- TV programs related to environmental activities.
Other Media:
- Environment regarding campaigns in schools, universities etc. to show high concerns of the organization over environmental protection.
- Tree plantation in the Sea Island region to communicate high concerns as actions speaks louder than words.
Social Media Tactics
Almost every person in Canada has an internet access, who use various social media for communication, information and trading. About 74% of the population in Canada spends 3 to 4 hours online per day using various social media according to Canadian Internet Registration Authority (CIRA). According to a report, 56% of social media users follow companies and products and 16% of users post about companies, brands and products. One of the attractive topics for social media users is health. Most of the Canadian uses Facebook followed by LinkedIn.(McKinn in, 2018)..........
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