Mkt 571 Final Paper

718 Words3 Pages
Running Head: Classic Airlines Classic Airlines Marketing 571 Classic Airlines Introduction Classic Airlines is a 25 year old airline company whose recent decline of 19% in their Classic Rewards members due to lack of consumer confidence has senior leadership uneasy. Classic Airlines is proud to be the fifth largest airline in the world with 32,000 employees. Due to rising costs in fuel and labor it has limited the airlines competitiveness in its rewards program. Classic Airlines leadership needs to make a 15% across the board cut while enhancing revenue from its rewards program (University of Phoenix, 2012). Marketing Strategy Relationship marketing is the current marketing strategy Classic Airlines is using. The goal of relationship marketing is to build lasting relationships between the company and its customers (Kotler & Keller, 2006). The Classic Rewards Program has been Classic Airlines primary method of implementing their relationship marketing strategy. This program uses discounts on seat…show more content…
Using a holistic marketing approach would benefit Classic Airlines tremendously. An organizations success is dependent on different departments within the company, its customers, products, and communication. The holistic marketing concept would be beneficial to Classic Airlines. The holistic marketing approach uses the interdependencies between various aspects of the company and society. If the CEO and Chief Financial Officer (CFO) would use the holistic marketing approach the airline would benefit with the change. Both the CEO and CFO are ignoring good marketing and customer relations. By ignoring both of these principals Classic Airlines revenue is suffering. With holistic marketing everything matters. If the CEO and CFO adopt this principal Classic Airlines will thrive in the future (Kotler & Keller,
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