Classic Airlines

Marketing Classic Airlines

University Of Phoenix

MKT 571

October 23, 2011

Marketing Classic Airlines

Classic Airlines is one of the largest airline companies with a fleet of 375 planes servicing 240 cities around the globe. The airlines are working toward meeting the goals of their customers and keeping their profits up. Current reports and documents reveal numerous challenges the airlines faces that impact the company positively as well as negatively. This has led to a 10% decrease in stock that seems to concern the investors because of lowered consumer confidence (Classic airlines, 2010). Even though the company has a complete retirement plan a 15% cost reduction planned over the next year and a half has lowered employee morale.

Former frequent fliers have either been flying less or turning to other airlines, which besides providing low prices also offered higher services. Bad economy along with increasing cost of labor and fuel is making it next to impossible for Classic Airlines in wooing back their former customers. Employee morale has also hit an all time low because of the above circumstances.

A marketing plan is implemented by the organization to hold on to its current clientele and woo new clientele (Kotler & Keller, 2006). Reduced costs were a major challenge Classic Airlines faced when implementing this strategy. The marketing plan begins with a mission statement that progresses on to the strategic plan that concentrates on areas that promise opportunities for improvement.

Classic Airlines needs to revamp its customer service section. Several complaints on the company file indicate room for improvement. One client was dissatisfied with the condition of redeeming a companion ticket, and another client was unhappy with the inability to redeem miles, on international trips (Classic Airlines, 2010). The chief marketing officer (CMO) of Classic Airlines is given the opportunity to revamp the classic rewards program. Boyle’s team needs to review...