Classic Airlines Marketing Solution Plan

Classic Airlines Marketing Solution Plan

  • Submitted By: klibier
  • Date Submitted: 05/21/2013 12:02 PM
  • Category: Business
  • Words: 1442
  • Page: 6
  • Views: 168

Classic Airlines Marketing Solutions
Katya Libier
University of Phoenix
MKT 571- Marketing
Carmen Bonilla, Ph.D.
April 30th, 2013.

Classic Airlines Marketing Solutions
Classic Airlines was established 25 years ago and it has become one of the top five airlines in the world. The airline manages more than 2,300 flights on a daily basis to 240 different cities. It operates 375 airplanes and employs 32,000 people. During past year the airline had a net income of 10 million and total sales of 8.7 billion. The company’s key players are: Amanda Miller, CEO; Catherine Simpson, CFO; Kevin Boyle, Chief Marketing Officer; Renee Epson, Senior Vice President of Customer Service; Ben Sutcliffe, Senior Vice President and General Counsel; Doug Sheflin; Senior Vice President and Union Representative and; John Hartman, Senior Vice President, Human Resources. As any other big airline around the world, Classic Airlines is facing financial problems that can lead the company to file for bankruptcy (UOP, 2012). The nine-step marketing solution model will be used to assist Classic Airlines in their search of solutions for their problems. The nine-steps are as follows: 1) describe the problem; 2) frame the right problem; 3) describe the end-state goal; 4) identify the alternatives; 5) evaluate the alternatives; 6) identify and asses risks; 7) make the decision; 8) develop and implement the solution; and 9) evaluate the results (UOP, n.d.p.1).
Describe the situation
Classic Airlines is facing challenges as many other airlines. Although it had a net income of 10 million, is not enough to increase their share price, which has decrease in 10%, to avoid the scrutiny from Wall Street and other sectors. The net income prior to past year was 70 million. The airline is also facing the negativity from the public, the media, and Wall Street. These factors are affecting the employee morale like never before. The airline is currently having a decrease in their passengers, regular and...

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