Classic Airlines and Marketing

Classic Airlines and Marketing

Kirsten Woodards-Bailey

July 16, 2012

MKT/571 MARKETING

Heidi Kelly

Classic Airlines being the world’s fifth largest airline, services many cities on a daily basis and is all too familiar with the concerns in the airline industry. With the ten percent decrease in their profits as well as the confidence in their customers minimizing, Classic Airlines has started to notice the effect that it is having not only on their shares and profits, but the employee morale as well. However one marketing challenge that it faces (as well as a few other airlines) is the failure from the expansion produced after the tragedy of September 11th. This becomes a problem for them as many of the newer airlines were more practical in their plans to rise back to the top, thus circulating the rumors amongst Classic Airlines that they may face bankruptcy.

How can Classic Airlines set themselves above the competitors and steer clear of bankruptcy? First thing is to remember that with change in time should also bring change in the company internally. One head start is that the company is a diverse unit with individuals that have been with the company for a consecutive amount of time as well as newcomers that can bring fresh ideas as well. Though Catherine and Amanda are both factual in the number sense, it is a good balance with other individuals such as Kevin and John to be added into the equation to provide the balance needed.

As discussed in week one, one major concept of marketing is branding. The statement by Heidi Kelly, “One aspect that is very important in marketing is building a strong brand in order to effectively differentiate yourself from your competitors and create a competitive advantage.” Classic Airlines is making the effort in separating themselves from the competitors but need to make them the cutting edge airline. One goal is to win back their frequent fliers trust and business. This can be done through client...