Classic Airlines Marketing Solution
Classic Airlines Marketing Solution
University of Phoenix
MKT/571
RUEDIGER MUELLER, Ph.D.
August 28, 2012
Classic Airlines Marketing Solution
Classic Airlines has seen decreases in its profit and number of members in its Classic Rewards program (University of Phoenix, nd., p. 1). Senior executives and marketers at Classic Airlines have noticed that customer satisfaction levels have become greatly affected, thus creating a concern because organizational profits have also decreased. As a result, customer loyalty has also become of concern, especially because existing customers are flying less with Classic Airlines. Meanwhile, senior executives and marketers at Classic Airlines must implement marketing strategies, thus offering more attractive incentives for existing Classic Rewards members. Hence, by selecting the appropriate marketing strategies and implementing a problem-solving model with strategies that will address such concerns is crucial in improving Classic Airlines financial position and the perception that consumers have of the organization.
Classic Airlines Organizational Constraints
Classic Airlines has encountered financial constraints because of its decrease in airfare sales, thus creating marketing challenges for analysts and management. The dilemma that Classic Airlines is currently facing is its decrease in ticket sales, reduction in Classic Rewards program members, and the financial constraints placed on organizational staff and the decisions they make. This dilemma also creates challenges with organizational monies that could have been allocated for its marketing innovative projects, which are expected to take place in the near future. However, financial constraints are complicating the process because marketing analysts are aware of the marketing challenges that the organization is facing when compared to Classic’s competitors. In addition, current reward program members are not concerned
University of Phoenix
MKT/571
RUEDIGER MUELLER, Ph.D.
August 28, 2012
Classic Airlines Marketing Solution
Classic Airlines has seen decreases in its profit and number of members in its Classic Rewards program (University of Phoenix, nd., p. 1). Senior executives and marketers at Classic Airlines have noticed that customer satisfaction levels have become greatly affected, thus creating a concern because organizational profits have also decreased. As a result, customer loyalty has also become of concern, especially because existing customers are flying less with Classic Airlines. Meanwhile, senior executives and marketers at Classic Airlines must implement marketing strategies, thus offering more attractive incentives for existing Classic Rewards members. Hence, by selecting the appropriate marketing strategies and implementing a problem-solving model with strategies that will address such concerns is crucial in improving Classic Airlines financial position and the perception that consumers have of the organization.
Classic Airlines Organizational Constraints
Classic Airlines has encountered financial constraints because of its decrease in airfare sales, thus creating marketing challenges for analysts and management. The dilemma that Classic Airlines is currently facing is its decrease in ticket sales, reduction in Classic Rewards program members, and the financial constraints placed on organizational staff and the decisions they make. This dilemma also creates challenges with organizational monies that could have been allocated for its marketing innovative projects, which are expected to take place in the near future. However, financial constraints are complicating the process because marketing analysts are aware of the marketing challenges that the organization is facing when compared to Classic’s competitors. In addition, current reward program members are not concerned
References: Kotler, P., & Keller, K. L. (2007). A framework for marketing management (3rd ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Pearson Prentice Hall. Management Hub (2005-2011). A Nine-step approach to problem solving. Retrieved July 30, 2011, from http://www.management-hub.com University of Phoenix (nd.). Classic Airlines Scenario. Retrieved July 13, 2011, from https://portal.phoenix.edu University of Phoenix (nd.). Nine-step problem-solving model. Retrieved July31, 2011, from https://classroom.phoenix.edu