Classic Airlines & Marketing

1032 Words5 Pages
* * * Classic Airlines and Marketing * MKT571 * August 8, 2011 * Instructor: Rebecca Henke * * Classic Airlines and Marketing Classic Airlines is one of the five largest airlines in the world. Serving more than 240 cities with over 375 jets, Classic Airlines is responsible for more than 2,300 flights daily. This is an astonishingly high number given the competitive environment of the airline industry. However, the sheer volume of customers does not ensure company survival in today’s economic market. A company’s survival in today’s economy is becoming increasingly dependent upon the customer’s level of satisfaction. This is where the concept of marketing enters the picture. According to Kotler and Keller, marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value” (2006, p. 6). Whereas Classic Airlines is still technically making a profit, it has seen a drop in the number of loyalty and repeat customers. If Classic Airlines wants to remain successful, a successful marketing plan in this competitive environment would be strongly encouraged. Many challenges have begun to plague Classic Airlines. One of the main challenges is that Classic’s stock share price has decreased by 10% in the past 12 months. Combine that challenge with a record low for employee morale, a decrease in the number of customers enrolled in the company’s reward program, an increasing cost of fuel, and a declining number of travelers in general because of security and safety fears, it is to be expected that managers at Classics Airlines realize the need to reduce costs by 15% in all areas over the next 18 months. Classic Airlines needs to make improvements to increase its profits, employee morale, and improve customer satisfaction

More about Classic Airlines & Marketing

Open Document