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Syndicated Cargo Opinion Panel
(SCOP)
To operate successfully in any market, a company must
understand the needs of its current and potential customers and
must provide a service that meets those needs. A company must also
assess the underlying market trends to identify service gaps and
emerging opportunities. By combining traditional desk research and
innovative market research techniques, KRL have
created a powerful management tool which can help airlines do just
that.
KRL's Syndicated Cargo Opinion Panel (SCOP)
is a valuable tool which provides airlines with objective market
opinion. Designed specifically for the cargo market this study provides
a context for the in-depth opinions of freight forwarders. |
Photo by SAS Cargo |
| Through consultation, key service factors common across
the cargo industry, have been identified. Freight forwarders rate
the airlines they use most frequently against these factors. The result
is an insight into how an airline performs as viewed by its customers.
However, understanding your service performance in isolation does
not provide competitive advantage. Competitive advantage is to be
gained only when you also have an insight into how the other key players
in the market are performing and again SCOP provides
detailed competitor benchmark information in each market and across
markets. SCOP subscribing airlines have the ability
to view the best in class and adapt accordingly. |
Photo by SAS Cargo |
Good performance in one market does not
guarantee success across the globe; it certainly is not a case of
‘one size fits all’. Values and opinions of freight
forwarders in Germany may vary greatly from those in China and service
needs to be tailored accordingly. Currently being conducted in 15
countries across the globe, KRL is happy to add
new markets to SCOP as required by airline subscribers.
Much has been written and said about purchasing behaviour and decision
making processes. There are the concrete and factual elements e.g.
price, policy etc., but there is also the subconscious bias brought
about through brands, image and advertising.
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| Brands and image act as a short-hand for a company. The
brand conveys ‘experience’ or ‘quality’ or
‘expensive’ or ‘reliable’ and it may not be
the same in each market. KRL SCOP explores what airline
brands mean in each market. It also shows how competitors are perceived
and how effective advertising has been relative to other advertising
in the market. |
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Dense books of data are of little use to hard pressed executives. KRL
go one step further. By analysing the results and presenting them
in an electronic, graphic and easy to assimilate format KRL
ensure that subscribers get the best value from the data. In addition,
personal presentations of results are offered on an annual basis.
To find out more about SCOP, please see our FAQ
page
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