MKT 571 Classic Airlines and Marketing

Consider what product or service Classic Airlines is marketing, the marketing challenges it faces, and its current corporate culture.

Write a 350- to 700-word paper explaining some of the marketing concepts found in this week’s readings, and how they can be related to the context of the scenario. Include citations and references where appropriate.

Format your paper consistent with APA guidelines.

SCENARIO: CLASSIC AIRLINES

Company Overview

The world’s fifth largest airline, Classic Airlines, commands a fleet of more than 375 jets that

serve 240 cities with over 2,300 daily flights. In the 25 years since its inception, Classic has grown

to an organization of 32,000 employees, and last year, it earned $10 million on $8.7 billion in

sales.

Though profitable, Classic is no stranger to the challenges that plague today‘s airlines. Increased

uncertainty about flying has affected industry stock prices, and Classic has seen a 10% decrease

in share prices in the past year. With a concerned investment community on the watch, the airline

industry operates under a microscope, subject to scrutiny from all sectors. Not surprisingly, the

negativity from Wall Street, the media, and the public has affected employee morale, which is the

lowest it has ever been.