A case solution for revival of classic airline

1. CLASSIC AIRLINES

2. Problem
• Customer Dissatisfaction
• Less customer engagement
• Low employee morale
• Top management too focused on short term
goals (numbers)
• Rising above the competition without
discounting airfare

3. What to do?
• Internal marketing strategies to improve
employee morale.
• Change starts from within.
• Make sure that employees have the attitude,
skill and commitment needed to meet the
customer expectation and sustain customer
loyalty.

4. • Understand four unique elements of services
– Intangibility
– Inconsistency
– Inseparability
– Inventory
• Focus on its end-state goal
– Creativity and innovativeness
– Guerrilla marketing strategies
• Gain competitive advantage
– Linking each phase of its strategic marketing
process with creating value and excellence

5. • Update CRM system
• Focus on customer service
• Marketing alliance with Skyway
• Horizontal diversification & conglomerate
diversification
• Strategic marketing

6. Evaluation of Results
• Bi-annual job appraisal
• Convenient suggestion box
• Special end-state vision to meet financial goals
• An end-state vision to develop a more
effective system regarding customer focus.
• An end-state vision to have a competitive
advantage