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Classic Airlines And Marketing Essay

586 words - 2 pages

Running head: CLASSIC AIRLINES AND MARKETING PAGE \* MERGEFORMAT 1 CLASSIC AIRLINES AND MARKETING PAGE \* MERGEFORMAT 4
Classic Airlines and MarketingMarketingMKT/571November 1, 2010Classic Airlines and MarketingThis paper is about Classic Airlines (CA) and marketing. There will be a discussion on the products or services that CA is marketing. Also a discussion on the marketing challenges that CA faces. Another discussion on the current corporate culture of CA will be seen. Some of the marketing concepts in this week reading will be discussed in this paper.Classic AirlinesCA is fifth in rank of the world's largest airline industry. The company has more than 2,000 daily flights. Over 200 cities are served through this airline and it maintains over 300 jets. This industry has grown tremendously. CA employs over 30,000. Last year alone CA earned several million dollars (University of Phoenix, 2010).Cost and flight marketing is what CA pays attention to.CA is taking the time to market the capabilities of their customer service (University of Phoenix, 2010). When it comes to marketing the needs of people through products and services are dealt with (Kotler and Keller, 2006).Production ConceptCA looks into their leisure and business travelers. The organization has a small percentage of leisure travelers, 20%. The organization has a high percentage of business travelers, 80%. CA's business travelers are more concerned about the quality of the flight rather than the cost of it. Their leisure travelers are the exact opposite (University of Phoenix, 2010). According to Kotler and Keller, the production concept accepts that the customers will willingly purchase a product or service that is available at a reasonable price (Kotler and Keller, 2006). The production concept is seen in this scenario.Product ConceptCA needs to create a new strategy that would work...

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