Classic Airlines Challenges


Classic Airlines Challenges
Monique S. Payne

According to the American Marketing Association, marketing is defined as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holders (AMA Dictionary, 2010).”   Therefore, it is often important for a business seeking to remain profitable to analyze the functions of both internal and external factors and Classic Airlines is no different.   The challenges that this company faces include a reduction in employee morale, decreasing participation in the rewards programs offered to valued customers and in overall flight purchases.   This paper will discuss these challenges and the role that the four P’s as well as both the macro and microenvironment may play in increasing Classic Airline’s profitability.

Classic Airlines Challenges
Classic Airlines goal is to improve upon product offers and services and the only way to do this is to review the areas that could use a certain degree of change to make the company become more financially sound.   The company has an extensive Reward program in place that is extremely beneficial to the frequent flier, however, the high ticket prices and customer service complaints may cause significant financial losses in the future.   These problems coupled with increasing concern regarding flying after September 11th, which has also impacted the entire industry financially, has also decreased Classic Airlines share prices resulting in a need for change to turn things around.   (Classic Airlines Scenario)
Macro and Microenvironmental Roles
When it comes to marketing, an important first step in determining the reasons behind a company’s hard times involves knowledge of the internal and external contributing factors to its success.   Therefore it is critical that Classic...