Classic Airlines Scenario
The purpose of this paper is to review the marketing issues identified in a fictional Airline called Classic Airlines. I was presented with a scenario in which I will attempt to identify several things about the company and its situation as presented in the scenario. I will first discuss the nature of the product that Classic is offering. Next I will analyze the types of challenges the company is facing and discuss the corporate culture within the company. Last I will attempt to apply some market concepts to the presented scenario that I believe may improve the situation for the airline. The product offered by Classic Airlines is a service. Though different facets make up the product offered, it boils down to a service to the consumer to move him or her from one place to another in a cost-effective and pleasant manner. Classic must find a way to provide this service in this manner and still produce a profit or the company will likely go under. The challenges facing this airline are many. The most important of which may be the corporate culture within the company. The leadership of the company has a leaning toward looking solely at the numbers without considering the impact of marketing or even customer service to the bottom line. “Financial success often depends on marketing ability. Finance, operations, accounting, and other business functions will not really matter if there is not sufficient demand for goods and services so the company can make a profit” (Kotler & Keller, 2007). Within this framework of difficulties the marketing department must also deal with the market for larger airlines like this one which have been on the decline over the last several years. Customers are seeking better deals in a sinking world economy while also expecting decent customer services and at least a modicum of comfort. It also appears that many of the airlines competitors have found a way...