Classic Airlines Marketing Solutions

Classic Airlines Marketing Solution

Donna Tucker

MKT 571

May 31, 2012

Ben McCollum

Classic Airlines Marketing Solution

This marketing solution for Classic Airlines is a reference tool to aide in forming solutions for the organizational issues currently existing. Customer satisfaction is waning and needs to be addressed to reverse declining sales and profit. The marketing solution will contain the nine step problem solving model to build sales and profits by way of attracting new customers and retaining repeat customers.

The Nine Step Problem Solving Model

The nine step problem solving model explains the situation or scenario and provides the framework in which to recognize the issue or opportunity. “Innovation is the main determinant of market-place success” (Brown, 2011).

Describe the situation.

Observe the situation and identify larger problems. According to the University of Phoenix Scenario (2009) “Classic Airlines, commands a fleet of more than 375 jets that serve 240 cities with over 2,300 daily flights. In the 25 years since its inception, Classic has grown to an organization of 32,000 employees, and last year, it earned $10 million on $8.7 billion in sales. As of the third quarter of 2003, Classic Airlines customer loyalty is continually declining, as well as the stock prices. Low employee morale due to the fact that each department is facing increasing demands for meeting cost reduction goals. The airline has lowered airfare rates to entice more flying.”

Frame the right problem

Gather details and comprehensive information about the problem. The airline is facing a decline in sales due to competitor influence on the customer. The problem to focus on is customer satisfaction. The goal is to retain the customers while creating new clients. A large part of this problem entails employee satisfaction and training. Implementing a successful internal marketing program that focuses on recruiting, training, communicating, management, and leadership...