Classic Airlines: Nine-Step Marketing Solution
Classic Airlines 9 Step Marketing Solution
This paper will use a problem solving model to solve Classic Airline’s marketing problem. The company is suffering within the airline industry due to several factors, a couple being the massive increase of costs for fuel and labor. The resolution in conquering the airlines dilemma will be addressed in a comprehensive nine-step problem solving model. This model will include Defining the Problem, Gathering Facts, Feelings, and Opinion, Identifying the Real Problem, Generate Possible Solutions, Generate Possible Solutions, Evaluate Alternatives, Select Best Alternatives, Gain Approval and Support, Implement Decision and Evaluate Results. The factors of this difficulty in the marketing of this company will be identified, analyzed, followed by a robust decision on the strategy to resolve Classic Airlines’ crisis.
Step One: The Problem
There has been a reduction in employee morale (which is at an all time low), the increase in fuel and labor has contributed to the increase in expenses these factors have the airline in a tailspin within the industry. This is not all due to marketing the company can not be held accountable for the price of fuel nor can it take responsibility for the scrutiny on the airlines from the sectors of the economy outside of the airline industry. According to the American Marketing Association Board of Directors (2012), Marketing research is the function that links the consumer, customer, and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process (Definition of Marketing Research, sec. 2). The research in marketing is vital to Classic Airline’s ability to correct most of its problems it will not only bring loyal customers back but provide other opportunities for the airline to further stabilize itself within the
This paper will use a problem solving model to solve Classic Airline’s marketing problem. The company is suffering within the airline industry due to several factors, a couple being the massive increase of costs for fuel and labor. The resolution in conquering the airlines dilemma will be addressed in a comprehensive nine-step problem solving model. This model will include Defining the Problem, Gathering Facts, Feelings, and Opinion, Identifying the Real Problem, Generate Possible Solutions, Generate Possible Solutions, Evaluate Alternatives, Select Best Alternatives, Gain Approval and Support, Implement Decision and Evaluate Results. The factors of this difficulty in the marketing of this company will be identified, analyzed, followed by a robust decision on the strategy to resolve Classic Airlines’ crisis.
Step One: The Problem
There has been a reduction in employee morale (which is at an all time low), the increase in fuel and labor has contributed to the increase in expenses these factors have the airline in a tailspin within the industry. This is not all due to marketing the company can not be held accountable for the price of fuel nor can it take responsibility for the scrutiny on the airlines from the sectors of the economy outside of the airline industry. According to the American Marketing Association Board of Directors (2012), Marketing research is the function that links the consumer, customer, and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process (Definition of Marketing Research, sec. 2). The research in marketing is vital to Classic Airline’s ability to correct most of its problems it will not only bring loyal customers back but provide other opportunities for the airline to further stabilize itself within the
References: University of Phoenix (2012) Classic Airlines Scenario, Retrieved from: https://portal.phoenix.edu/classroom/coursematerials/mkt American Marketing Association (2004), Retrieved from: http://www.marketingpower.com/aboutama/pages/definitionofmarketing.aspx Retrieved from: http://www.2013 azcentral.com “How Shareholders Affect a Business” By: Kathy Zheng Retrieved from: http//: www.businessnewsdaily.com/1039-workers-happy-customers.html, “Happy Workers Equal Happy Customers” By: Business News Daily Staff (2013)