8/20/2019 Classics Case Study Writeup Marketing
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Facts:
• Airlines is $ years old %i&h a 'lee& o' 3($ )e&s
and ser*es +! ci&ies
• n a*era-e i& has 3!! daily 'li-h&s
• &s membershi/ decreased by !0
•A*era-e number o' 'li-h& /er member decreased by!0
• Board cos& reduc&ion by "$0
Problems:
• 1ack o' communica&ion
• 1ack o' coordina&ion amon- di''eren&
de/ar&men&s
• 1o% 2m/loyee morale
• 1ack iden&i'ica&ion o' needs and %an&s o' &he
cus&omers
• eclinin- demand
• 1ack marke& research and s&ra&e-ic /lannin-
• 1ess cus&omer en-a-emen&
• Cus&omer dissa&is'ac&ion
• Mana-emen& 'ocused more on numbers &han
marke&in-
• 4ainin- com/e&i&i*e ad*an&a-e %i&hou&
discoun&in- air'ares
• 2*ery&hin- abo*e resul&ed in /oor sales, /ro'i&s
and s&ock /rice
Solutions:
Classic airlines mus& s%i&ch i&s 'ocus &o
cus&omer needs and %an&s and i& can be done by
conduc&in- a com/rehensi*e marke& research &o
'orecas& marke& /o&en&ials, 'u&ure demands,
analyze com/e&i&i*e en*ironmen&, cus&omer5s
/urchase beha*ior and iden&i'y &he needs and
%an&s o' i&s /o&en&ial buyers. & %ill hel/
&he com/any &o become cus&omer orien&ed and
se&u/-oals and im/lemen& s&ra&e-ies %hich can
enhance cus&omer en-a-emen& and cus&omer
sa&is'ac&ion le*el. 6he com/any should 'ocus on
im/lemen&in- n&ernal marke&in-, n&e-ra&ed
marke&in- and cross 'unc&ional &eams, &o
coun&er lack o' coordina&ion amon- de/ar&men&s,
lack
o' communica&ion and lo% em/loyee morale. Hirin- &he
ri-h& kind o' em/loyees and /ro*idin-
&hem a//ro/ria&e &rainin- alon- %i&h /er'ormance
a//raisals %ill no& only hel/ im/ro*e &he
em/loyee coordina&ion bu& %ill also encoura-e in
becomin- a cus&omer 'ocused com/any.
7ela&ionshi/ mana-emen& &echniques like social
marke&in- and da&abase marke&in- %ill assis&
Classic airlines &o en-a-e %i&h cus&omers and
&urn &hem in&o loyal cus&omers. n i&s
ad*er&isemen&s, Classic can /romo&e 1o*e and
Nos&al-ic a&&achmen& as i& has $ years o' a
lon-
his&ory o' sur*i*in- i&s cus&omers. 6he
mana-emen& should %ork on /or&er5s
di''eren&ia&ion
s&ra&e-y, since i& is de&ermined &o a*oid
reducin- air'ares. & can be accom/lished by o''erin-
i&s
'requen& cus&omers %i&h discoun& *ouchers %hile
e8/andin- &he *arie&y o' e8is&in- meals ser*ed
on &he 'li-h&s. Sou*enirs9-i'&s9&oys can be a
-ood o/&ion 'or &he 'amilies &ra*ellin- %i&h
children
as i& can kee/ &hem busy durin- &he lon- 'li-h&
hours. Ser*ice s&ra&e-ic alliances %i&h o&her
