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Classic Airlines Case Study

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Case Study Report: Classic Airlines 1

A Case Study Report on Classic Airlines: Marketing Solutions
Anthony Almanzar, Northeastern University

Abstract The airlines industry has grown incredibly over the years. The rapid growth may limits the availability to stay competitive. Air carriers must use all possible resources to maximize growth and boots profits. Classic Airlines has the opportunity to develop a new strategic marketing plan that will make them succeed in today's competitive world. Introduction Classic Airlines Classic Airlines is experiencing several organizational issues due to the fact that their long-term marketing objectives are not being met. Customers are not satisfied with their services and they are considering services provided by other airlines that meet their expectations. Sales revenues, profits and stock prices are declining. A new marketing strategic plan is required in order to attract and retain costumers while boosting sales and profits. "Marketing looks at consumer needs and the company's ability to satisfy them." (Kotler et al., 1991, p.37). Therefore, Classic Airlines must stress on creating a new plan that will help them meet their long-term marketing objectives.

Case Study Report: Classic Airlines 2

The Current Situation Classic Airlines is facing numerous challenges "because of rising costs and lack of innovation" (Tokhi., 2009, p.1). Internal disagreements between managers have arisen. "Employee morale is low as due to finger pointing the lack of unity," (Case Study, 2008). Employees are not able to work as a team because they are not united. Consumers are unhappy because the services that they receive do not satisfy their wants and needs. Operating costs and competition are on the rise, which makes it challenging for the company to keep up in today's competitive arena. Environmental Challenges Classic Airlines must

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