Classic Airlines Problem

Paper Summary:

In this article, the writer notes that commanding a fleet of more than 375 jets with over 2300 flights daily in 240 cities, Classic Airlines is the fifth largest airline in the world. The writer discusses that although the company has made profits over the past several years, stock prices have decreased by 10% in the last year and customer loyalty has decreased by 19%. The writer then discusses issues faced by Classic Airlines and looks at opportunities that exist for the company. Additionally, the paper discusses the situation, stakeholder perspectives, ethical dilemmas and the desired end-state goals for the company. The writer concludes that the idea of forming an alliance could provide a win-win situation for Classic and the partnering company who may be lacking in areas where Classic is plentiful. Pooling together resources can prove to be the best competitive advantage for companies such as Classic Airlines allowing them to once again dominate the airline industry.
This paper includes seven tables.

Outline:
Describe the Situation
Frame the "Right" Problem
Describe the "End-State" Vision
Identify the Alternatives and Benchmarking Validation
Evaluate the Alternatives
Identify and Assess Risks
Make the Decision
Develop and Implement the Solution
Evaluate the Results
Conclusion

From the Paper:

"Classic Airlines faces several critical issues as stated in the scenario. Declining confidence and customer's uncertainty about flying coupled with the rising costs of fuel has forced Classic Airlines to rethink things including their current rewards plan. This will enhance their ability to provide a better frequent flyer program than the competitor. A portion of the company's problem stems from their current customer relationship management system. Although their existing CRM system is a said to be a powerful tool, it is not being used in a way that is beneficial, preventing the capturing of valuable customer data. Classic Airlines should be able to turn these problems into opportunities by revamping their current CRM system that allows for integration of phone and web portals. This integration will allow Classic to collect customer data more accurately."

Sample of Sources Used:

• Aitsebaomo, J. (2008) University of Phoenix Student, Team C. Retrieved October 4, 2008 from Team C: Forum
• Kerin, R.A., Hartley, S. W., Berkowitz, E.N. & Rudelius, W. (2006). Marketing. (8th ed.)New York: The McGraw-Hill Companies.
• Nordstrom, Inc. (2007). Retrieved September 21, 2008 from Marketline Database.
• PaymentsNews (n.d) American Express, Delta Air Lines Launch Delta Reserve Credit Card. Retrieved September 28, 2008, from http://www.paymentsnews.com/2008/04/american-expres.html
• University of Phoenix (2008). Classic Airlines Scenario: Retrieved on September 17, 2008 from Sustainable Customer Relationships, Week Four rEsource.

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