Week One Individual Assignment
Alexandra Del Rio
November 21, 2011
Professor Debbie Thomas
Classic Airline is one of the largest airlines company’s within the industry however they are going through a difficult time because a reduction customers therefore revenues. During these times there will be several factors involved and possible directs to choose between. This document will present marketing concepts found in the Classic Airlines scenario and how they correlate to the readings. These concepts could help Classic Airlines decide the best course of action to take moving forward.
Within the Classic Airlines scenario presented (Classic Airlines Scenario), one concept mentioned by Kotler was changing from emphasizing tangible assets to emphasizing intangible objects (Kotler & Keller, 2006). This is shown in the e-mail correspondences found in the scenario where management is trying to understand the customer at a deeper level and supply them with what is most important to them. Kevin, the CMO at Classic Airlines mentioned on page five that the CRM system in place is not utilized to its maximum capacity as its able to (Classic Airlines, 6) The CRM system has data collected from customers over an extended period of time that has not been used yet however now it seems like valuable information ready to be used This information will reveal customer complaints and concerns.
Another concept that presents itself within the scenario, which is extremely vital to the success of any concept is defining the problem. Throughout the scenario Kevin and his management team are trying to determine what are the customer wants and needs. Kevin’s team has begun with the knowledge that 20% of their frequent flier members have left, and of the remaining members, the flights have decreased by 20% as well. A noticeable problem was the current way of handling business, which is affecting the bottom line as well as the brand at...