Classic Airlines
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Classic Airlines and Marketing Concepts
MKT/571
December 5, 2011
Brett Tweedie
Classic Airlines and Marketing Concepts
An organization’s success often revolves around its ability to market itself effectively. Corporate goals may be impossible to achieve without adequate demand for a company’s product. It is essential marketers understand that effective marketing must start with identifying and meeting human and social needs (Kotler & Keller, 2006). Classic Airlines is currently the fifth largest airline operating more than 2300 flights daily. However, the recent decreases in their stock price and consumer rewards program indicate Classic has lost sight of basic marketing concepts (University of Phoenix, 2011). This paper will identify the service Classic Airlines is attempting to market, the challenges it faces, and its current corporate culture in an attempt to explain marketing concepts in relation to the scenario.
Classic Airlines
Classic Airlines currently markets the service of foreign and domestic transportation and the experience a passenger has when they choose to travel with them. Classic is facing many challenges including increased operational costs, fundamental disagreements among management, and increased disconnection with customers. Additionally, the board of directors has recently issued a 15% decrease in costs over the next 18 months (University of Phoenix, 2011). Classic Airlines future success or failure will ultimately depend on its ability to market itself. The current corporate culture at Classic Airlines is conflicted. Amanda Miller, (CEO) and Catherine Simpson, (CFO) do not consider marketing to be a valuable aspect of operations. They also have shifted the focus away from the customer in an attempt to increase efficiencies through decreased call times. Amanda and Catherine also indicate a dislike for Kevin Boyle, (CMO) and his previous marketing efforts. Kevin along with Renee Epson, VP of Customer...
MKT/571
December 5, 2011
Brett Tweedie
Classic Airlines and Marketing Concepts
An organization’s success often revolves around its ability to market itself effectively. Corporate goals may be impossible to achieve without adequate demand for a company’s product. It is essential marketers understand that effective marketing must start with identifying and meeting human and social needs (Kotler & Keller, 2006). Classic Airlines is currently the fifth largest airline operating more than 2300 flights daily. However, the recent decreases in their stock price and consumer rewards program indicate Classic has lost sight of basic marketing concepts (University of Phoenix, 2011). This paper will identify the service Classic Airlines is attempting to market, the challenges it faces, and its current corporate culture in an attempt to explain marketing concepts in relation to the scenario.
Classic Airlines
Classic Airlines currently markets the service of foreign and domestic transportation and the experience a passenger has when they choose to travel with them. Classic is facing many challenges including increased operational costs, fundamental disagreements among management, and increased disconnection with customers. Additionally, the board of directors has recently issued a 15% decrease in costs over the next 18 months (University of Phoenix, 2011). Classic Airlines future success or failure will ultimately depend on its ability to market itself. The current corporate culture at Classic Airlines is conflicted. Amanda Miller, (CEO) and Catherine Simpson, (CFO) do not consider marketing to be a valuable aspect of operations. They also have shifted the focus away from the customer in an attempt to increase efficiencies through decreased call times. Amanda and Catherine also indicate a dislike for Kevin Boyle, (CMO) and his previous marketing efforts. Kevin along with Renee Epson, VP of Customer...