Marketing Assignment

Marketing Mistakes & Successes Assignments #1

1) A Brief Recap of the Significant Points of the Case

Chapter ten is about the case of Continental Airlines, about how the situation of Continental Airlines went bad in 1980s, and how Continental Airlines overcame all difficulties in 1990s. The case is consist of three parts, first part of it, is Frank Lorenzo and his Continental Airlines. Maybe Frank Lorenzo is a good financier, but he never be a good manager, because he got the terrible reputation of union-buster when he led the Continental Airlines, he used all the ways he can use to defeat union, And with his changeable mind and cold for talents, he and his Continental Airlines went to bankruptcy twice, and in the very bad situation, cause he didn’t know what his customers want, just want to cut down the cost again and again and never mind the very poor quality of service.

The second part in this case is about Gordon Bethune and his Continental Airlines, with the worst affected from predecessor, and lengthy recession, Gordon Bethune took over Continental Airlines, he is a charismatic leader, he is good at heard from his employees and customers, he really know if he treat his employees like family, they will treat him back at the same way, and if his company treat his customers like god, the customers will always behind his company. He changed almost everything in Continental Airlines, let it from economy flights to the airline with quality service, and won lots of rewards. So even 9/11 happened, Continental Airlines can always keep its situation in airline industry.

The last part is about what we can learn from this case. For instance, first, in the organization, whatever the situation the organization has, nobody can promise the organization to do something and then can make its situation better, but if it goes to do something, will be able to turn it around. And then, treat your employees well and know your customers need is very important in an...