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Classic Airline Marketing Solution

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RUNNING HEAD: CLASSIC AIRLINES MARKETING SOLUTION

Classic Airlines Marketing Solution Shelley R. Brothers MKT/571 Marketing University of Phoenix

This paper will break down the problems that Classic Airlines are facing with so many pitfalls

in their airline. With using the proper product launch plan, Classic Airlines should be operating

up to stands if all goes well.

Classic Airlines, a 25 year old airline, is ranked the world’s fifth largest airline consisting of

more than 375 jets that makes over 2,300 flights daily to 240 cities. The airline has grown into a

32,000 employee airline and has earned $10 million on $8.7 billion in sales last year (Classic

Airline Scenario, 2010). Although Classic Airlines have been profitable, like other airlines, they

have struggled through several marketing problems in the past year which has caused them to

fall short of hitting rock bottom lowering employee morale and customer loyalty.

As the economy continues to struggle Classic’s Board of Director have insisted on a 15%

across-the-board cost reduction over the next 18 months. This strict order has also called for

some changes to its frequent flier program to improve on the current ROI with a strong focus on

increasing its membership and retaining current customer base and usage. If Classic Airlines

want to redeem themselves; they must get a tight hold on their marketing problems.

According to Kotler & Keller, 2007, “the

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