Running head: PROBLEM SOLUTION: CLASSIC AIRLINES
Problem Solution: Classic Airlines
Your Name Goes Here
University of Phoenix
Problem Solution: Classic Airlines
Developing a marketing plan is essential to retaining long-term customers and beating out the competition. Understanding the customer value and targeting the right market enables a company to succeed. This paper identifies the issues and opportunities, the stakeholders’ perspectives and dilemmas, and defines the problem and end-state for Classic Airlines. An airline company that has lost focus of their customer’s values, cannot retain customers, and is loosing business to their competitors.
Describe the Situation
Issue and Opportunity Identification
When companies begin to focus solely on the bottom line, using efficiency and cost cutting measures without looking at the overall picture they enter a slippery slope that isn’t always recoverable. The airline industry is in a price war, limiting the profits available to the organization, forcing them to find creative ways to reduce overhead yet still provide quality service to their customers. Retaining customers has become more difficult due to an inadequate rewards program one that is neither as competitive nor enticing to maintain loyal customers or entice new customers. The company also takes more consideration into their unionized workers than the needs and wants of their current customers. In order to turn the company around, the management team will have to align their efforts to one strategy and create a marketing strategy that focuses more on the customer and not the operational bottom line.
Stakeholder Perspectives/Ethical Dilemmas
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