CLASSIC AIRLINES

Classic Airlines Marketing Solution

Classic Airlines Marketing Solution

Introduction

Classic Airlines one of the world's largest airlines is experiencing setbacks that will either reside with proper application of marketing techniques and skills to stabilize current profits while opening the way to future profit gains. In addition to staying profitable, the company must rebuild customer confidence and secure the loyalty of the client base while building new ways to improve customer retention, as well as an attraction of new clients. Building a better way for the company to operate and grow will take the efforts of all employees and department and dedicated efforts of thoroughly reviewing and changing programs that have become stale and unproductive. Monitoring and tracking of the results of the changes will also need to be a focus and priority for the company to turn around the client's loyalty and rebuild company image in the industry. Introduction of new programs that can grow with the company, development of the cut backs the company must impose to stay liquid, and monitoring of activity to give vision to where more changes needed and when needed is imperative for Classic to rebound (Bull, 2003).

Issues and Opportunities

Targeted at the problems at home, also lies the opportunity for success. The executives of Classic Airline believe that they can turn things around and improve the current situation First opportunity is to increase customer satisfaction through the company's existing program called Customer Relationship Management (CRM). Using this information, CA can determine what it needs to focus on to bring customers back (Bull, 2003). Though the CMO, Kevin Boyle is a big supporter of this program; he might be facing disagreement with other executives down the road during the implementation process since they do not have much faith in how marketing department can be benefited from the program Stakeholder Groups, and Shared Vision Stakeholder alignment is an important part of marketing planning thus holds a key to the success of implementation of problem solution. The potential of conflict of interest is inherent in any organization. Conflicts may exist whenever a group or an individual paid to serve and support another from a position of assumed trust and responsibility (Bull, 2003). Before any product reaches consumers, it must connect with all stakeholders in every levels of the organization first because Classic Airline's employees affected by these changes, and so will their performance in the future. Can the risk due to the conflict of interest be eliminated once for all? Unfortunately, the answer is no; but the progression of actions that cause potential risky situation escalating to the point of destruction can be and should be prevented beforehand (Bull, 2003).

The key step is management awareness and proactive action taken to minimize the risk factors. An effective risk-management program based on three key phrases: Creation, Communication and Commitment (Bull, 2003). Creation is referring the solid cross-companywide statement of policy which states a clear expectation and govern ethical standard of conduct toward all stakeholders including employee, managers, suppliers and officers; Communication, allows all ...