Classic Airlines: Marketing Solution Term Paper by Devann Murphy

A look at marketing in the airline industry.
# 151893 | 2,336 words | 8 sources | APA | 2011 | US
Published by on Oct 21, 2012 in Business (Companies) , Business (Industries) , Business (Marketing)

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This paper presents an analysis of the marketing plan for the fictitious company, Classic Airlines, examining its current issues and providing appropriate actions that will allow the company to reach its goals. First, the paper gives an overview of Classic Air and explains some reasons why profits have been declining. Then, the paper notes that Classic Airlines needs to increase profitability in the competitive airline industry by implementing cost-saving measures and introducing an improved customer loyalty program. According to the paper, a clearly defined solution to the problems experienced by Classic Airlines does not exist, therefore, a range of solutions is necessary. The potential solutions are described in the paragraphs that follow. Next, the paper details alternative solutions for the issues faced by Classic Air. Finally, the paper analyzes the various risks Classic Air must take to increase its market share and the methods that will be used to determine if they are on track. The paper concludes by describing a rewards system that will potential boost sales and profits.


Situation Analysis
Problem Statement
End-State Vision
Alternative Solutions
Analysis of Alternative Solutions
Risk Assessment and Mitigation Techniques
Optimal Solution
Implementation Plan
Evaluation of Results

From the Paper:

'Benchmarking is an excellent method of determining common practices when seeking a solution for an issue or opportunity. Although this method can be tedious and costly, the potential benefits of the knowledge gained are invaluable. Industry specific information may be somewhat; however, the practices of outside companies can be applied to Classic Airlines.
"Introducing a newly designed Classic Rewards program poses some risks in that consumers often resist change (Compart, 2011). This risk may be mitigated by ensuring the information presented is clear, concise, and understandable. A presentation such as this may reduce confusion among consumers and employees, and bolster the credibility and likeability of the program.
"The implementation of a customer-friendly program also poses risks, including the expense of additional training, failure to comply with company policies, and excessively rude customers. Expenses related to the program may be reduced by using a web-based training program. Employees may complete the program during normal business hours, thereby eliminating the need for overtime. Additionally, a facilitator is not necessary, thereby eliminating that expense. All employees will be counseled regarding the importance of program compliance and advised of potential sanctions, including write-ups, suspension, and termination. Lastly, any customer who is deemed unmanageable by general staff will be referred "

Sample of Sources Used:

  • Apollo Group, Inc. (2011). Classic Airlines. Company Overview. 0Retrieved from MKT/571 - Marketing.
  • Compart, A. (2011). Southwest's Rewards. Aviation Week & Space Technology, 173(2), 34. Retrieved from EBSCOhost.
  • Furinto, A., Pawitra, T. & Balqiah, T. (2009). Designing competitive loyalty programs: How types of program affect customer equity. Journal of Targeting, Measurement & Analysis for Marketing, 17(4), 307-319. Retrieved from EBSCOhost database.
  • JetBlue Airways. (2011). JetBlue Airways leads airline industry in customer loyalty for the second consecutive year. PR Newswire. Retrieved from EBSCOhost database.
  • Kotler, P., & Keller, K. (2006). Marketing Management (12th ed.). Upper Saddle River, NJ: A Pearson Education Company. Retrieved from the University of Phoenix eBook Collection database.

Cite this Term Paper:

APA Format

Classic Airlines: Marketing Solution (2012, October 21) Retrieved December 02, 2023, from

MLA Format

"Classic Airlines: Marketing Solution" 21 October 2012. Web. 02 December. 2023. <>