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Classic Airlines Marketing
Classic Airlines is in a highly competitive market with little flexibility in terms of price flexibility, due to cost impositions in the industry. It is also faced with the complicating factor of having a highly split customer base: most business fliers travelling more frequently as individuals and willing to pay higher fares while demanding more locations, more frequent flight, fewer connections, and a higher quality of service for this premium; leisure travelers, which tend to purchase multiple tickets for a single trips (for families travelling together, etc.), are most primarily concerned about cost, and are more willing to endure connections, inconvenient flight schedules, lower levels of service and amenities, and other perks if it represents a cost savings. Ultimately, the company (like all airliners) is marketing two separate products to two different sets of people, and its marketing strategy should take this into account.
Marketing alone cannot effectively address the current situation Classic Airlines finds itself facing, but rather it must be accompanied by real...
Providing distinct sections of the cabin with varying levels of amenities and service provision will allow Classic Airlines to effectively market many flights to both business and leisure travel customers, and allow the company to provide cost-effective ways of rewarding its frequent fliers (Scribd 2011). Similarly, this will provide a tangible means of differentiating the price of business and leisure fares without actually increasing the costs of Classic Airlines in the provision of these differences to business travelers to the same magnitude (Scribd 2011). This will not address the differences sought in flight and destination availability, however, nor the costs associated with providing more convenient flight schedules and routes.
In order to better tap the potentials in both areas of the targeted customer populations, Classic Airlines should reach out through distributors and travel coordinators for both companies and leisure travelers, focusing its…
References
Global Media. (2010). Principles of Marketing. Seattle: Global Media.
Landsbaum, M. (2004). Streetwise Low-Cost Marketing. Avon, MA: Adams Media.
Scribd. (2011). American Airlines Marketing. Accessed 22 March 2011. http://www.scribd.com/doc/23988526/American-Airlines-Marketing-Analysis
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