Classic Airlines

Classic Airlines Marketing

Ryan Kelly

December 23, 2012

MKT/571

Susan Heywood

There are customers in 240 cities being serviced by Classic Airlines. They have a Classic Rewards program giving frequent fliers the opportunity to collect points to be redeemed for upgrades or pre-boarding where possible. Classic Airlines also has a Customer Relations Marketing Program (CRM) that allows the organization and customers to interact.

The marketing concept holds that the key to achieving organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating superior customer value to its chosen target markets. (Kotler & Keller, 2006, p. 16). The idea is to change the style of the product and customer orientation. By practicing reactive and proactive marketing Classic Airlines can bring the needs of the customer to the forefront for now as well as the future. The current design of the CRM is not customer friendly, which also causes the customer to forget about the price and only think about the provided value of the product.

The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. (Kotler & Keller, 2006, p. 17). Complete coverage on this concept will help Classic Airlines have a much healthier communication getting all parties involved at the same time. A merger with Skyway Airline must have careful consideration, the CRM program must have a complete overhaul to allow for live communication to customers. The corporate culture of Classic Airlines is proving to be weak and the board of directors has created a mandate of a 15% cost reduction across the board in the next 18 months. The Chief Executive Officer (CEO) has made it clear that any idea of a price reduction will not be tolerated. (University of Phoenix, 2012).

Finally, by using cause-related marketing Classic...