Classic Airlines and Marketing Essay
May 9, 2011
Classic Airlines is a company that wants to be profitable by adapting a marketing concept. The company has to analyze its external and internal environment to determine opportunities any threats that would inhibit the company from success, increase profits and give the company a competitive advantage. A method some companies use to analyze the market he or she works in is the Porter’s Five Forces Model. This technique is used to identify a company’s structure to determine its corporate strategy. This method can be used to any segment of the economy to research for profits and attractiveness (Quick ...view middle of the document...
In the textbook it explains how the primary focus in marketing is finding out the needs of its prospective customers however, the airline already has a target market therefore, they have to accommodate their services to best suit its customer’s needs. Additionally, the textbook explains how the job is not to find the right consumers but manufacture the right products and services for its customers (Kotler & Kelly, 2006).
The airline already has an already established themselves in the market and already has a target market however, they are not meeting the needs of its customers compared to their competition. The airline has to re-evaluate this situation and reverse the trend by realizing its market’s demands and needs. A possibility for the airline could be to create a brand loyalty. The textbook explains brand loyalty as a consumer’s preference for a product or service to reach their demands (Kotler & Kelly, 2006). The airline has to start cultivating relationships with their external and internal stakeholders. The airline has concerns of going bankrupt and it is the responsibility of the marketing team to create a campaign to change the image of the company in addition focusing on their service and products. Finally, the company has to understand the value of service their customers would receive...