Classic Airlines and Marketing

Classic Airlines and Marketing

Classic Airlines is the fifth largest airline carrier in the world. Classic Airlines has grown, throughout their twenty five years, and has attained a sustainable share of the market. However, a decrease in share prices and a concerned investment community has led to Classic becoming prey to scrutiny from all sectors. There has also been a waver in consumer confidence as a result of the scrutiny along with low employee morale. The implementation of marketing concepts can and will aid Classic Airlines in transitioning transforming their image to draw back loyal customers, re-engaging employees and attracting new customers (Classic Airlines, 2010 ).

Classic Airlines would gain the greatest benefit from the utilization on the holistic marketing concept. The holistic marketing concept is based on the development, design and implementation of marketing programs, processes and activities their breadth and interdependencies (Kotler & Keller, 2006). In simple terms, holistic marketing is aware of the fact that “everything matters” in regards to marketing and that having a perspective that is inclusive is a must. Classic Airlines has implemented marketing concepts such as their customer loyalty program and with the continual surveying of customers Classic Airlines can apply a holistic marketing approach.

Classic Airlines customer loyalty program has endured a 19 percent loss in membership and 21 percent loss in flights per remaining member. The customer loyalty program offers rewards for frequent fliers. The numbers indicated in the loss to the program are indicators that these customers may be flying with another carrier. Surveying the customers allows for information specific to the airline to be gathered. The surveys can aid in identifying services that need or require immediate attention and focus. Consistent use of the surveys will prove beneficial to Classic Airlines in establishing and implementing new strategies...