Marketing Classic the Marketing Approach to Any

Marketing Classic

The marketing approach to any organization is incredibly important and this is no different for the group at Classic Airlines. Like many within the airline industry, Classic is facing many challenges and problems that threaten their competitive advantage and the way that they conduct business. The purpose of this essay is to examine some of these marketing challenges and incorporate them into some of the broader marketing ideas and theories that are prevalent within our studies. These challenges will be viewed with both an external and external lens to fully grasp the totality of the problem and to better project more practical and holistic solutions to the objectives.

Exchange

According to Kotler & Keller (2006) exchange is the core concept of marketing and five conditions must be met in order for exchange to be successful. These five conditions include; " There must be two parties, each party has something of value that might be of value to the other party, each party is capable of communication delivery, each party is free to accept or reject the exchange offer and each party believes it is appropriate or desirable to deal with the other party" (p.7). These are broad concepts and Classic is definitely failing to meet some of these conditions.

Specifically, the labor costs involved with Classic are causing them problems financially and threaten not only the marketing budget, but the entire organization is threatened from this trend. If indeed Classic needs to increase revenues, the must cut costs or raise prices. This problem can be assisted by the marketing program.

There appears to be a need for more discount airlines as pointed out by Kevin Boyle in the notes for Customer Conversations. This demonstrates the problem of allocating proper resources to the proper channels within the marketing blend in order to achieve the right customer base.

Value Delivery

The real challenge in delivering value rests upon the marketing approach and strategy. This is where the customer is first encountered and when performed successfully can pay large dividends and successful results. Classic's external problem deals with other airlines who have been in the discount airline business for longer. This threatens their entrance into these new markets and requires a complete and relevant marketing plan that can cut through to a new audience and strike new relationships with customers looking to place their allegiance to the product.