Classic Airlines Marketing Strategy

MKT 571Classic Airlines

Introduction

Classic Airlines is the world's fifth largest airline servicing more than 240 cities with more than 2,300 flights daily, and a fleet of 375 jets. After 25 years Classic Airlines (CA) employs 32,000 employees. Over the last year the company had a net income of 10 million dollars with an 8.7 billion operating revenue. The net income has decreased 61 million in one year (Classic Airline Scenario, 2010).

Purpose

The purpose of this study is to determine the key contributors to the 10%, or 61 million decrease in net income over the last 12 months. After identifying the strengths and weaknesses in the corporate culture, market trends, economic changes, competitive advantages, pricing strategies, and management...