Classic_Airlines

Running head: CLASSIC AIRLINES AND MARKETING Classic Airlines and Marketing University of Phoenix Classic Airlines and Marketing Classic Airlines (CA) is currently the 5th largest airline in the world. CA operates more than 375 jets and flies to more than 240 cities around the world. CA has over 2,000 flights a day which help employee over 32,000 people (University of Phoenix). Although CA is a billion dollar company, the customers who once preferred flying with Classic now are choosing other airlines. The decrease in customer confidence is greatly affecting CA numbers and corporate knows they must act fast to save the company. The following will discuss current marketing challenges involved at CA and the current corporate culture affecting Classic Airlines. Corporate understands the goal at CA is to increase customers while remaining within the budget. The challenge is how the goal will be accomplished. I believe CA needs to formulate a new mission statement. The company has suffered lost credibility and must refocus what the goals are every employee is working on achieving (Kotler & Keller, 2006). After a revised mission statement is formed, the company will function better as a group while keeping the mission statement goals in mind. Next, CA needs to develop a marketing plan which focuses on customer satisfaction. According to Kotler & Keller (2006), “The plan must incorporate choosing the target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.” I believe the reason why CA lost so many customers is because they forgot to treat them with a certain level of respect. In order to increase customers CA needs to begin by rewarding current customers and attract potential customers with the frequent flier rewards program and the customer relationship management (CRM) program that already is in place. CA has to resell the services they provide by updating programs and remembering the business is all about the consumer. Trends in technology can be on Classic Airlines side if it is used properly. The company’s CRM program is one of the best on the market but the company is not using the program to assist customers. To obtain a step in the right direction, Classic Airlines should have a company representative available to help potential customers. Before the call is answered the customer should have the option to email their concern or wait to talk with a rep. If an email is sent the customer will have a reply email within 24 hours. The employees at CA need to join forces and remember superior service is mandatory to create a profitable business that has a loyal customer base (Kotler & Keller, 2006). Classic Airlines can be a profitable company again if they make the necessary changes to lure the customers back. If the customer’s needs are met economically and conveniently with effective communication (Kotler & Keller, 2006) CA will be able to move forward and implement even more beneficial changes to the company. References Kotler & Keller. (2006). Marketing Management (12th ed.). New Jersey: Pearson-Prentice Hall. University of Phoenix. (2010). Classic Airlines Scenario. Retrieved from ecampus.phoenix.edu on May 2, 2010. MKT/571-Marketing.