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Essay / Research Paper Abstract
This 3 page paper is based on a case study supplied by the student; Classic Airlines are suffering a decline in sales and customer loyalty. The paper looks at the current situation, the opportunities and the interests of the stakeholders in order to frame the problem in the correct context. The end vision is also identified. The bibliography cites 2 sources,
Page Count:
3 pages (~225 words per page)
File: TS14_TEclassicP.rtf
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Unformatted sample text from the term paper:
same time they needs to attract cusotmers, there are opportunities that the maybe leveraged, but to undertake the right strategy the firm needs to understand their current position and the
existing problems. 2. Current Situation Classic Airlines is the worlds fifth largest airline ands at the current time it is suffering due
to the harsh condition in the airline industry. The firm has lost a large number of customers and the loyalty scheme passengers are also flying less often and membership has
dropped by more than 20%, this has occurred despite the firm using a price cutting strategy. The poor profit margins and low stock price have seen the implementation of a
cost cutting program to try and return the firm to a higher level of profitability, but despite the belief that the changes in the price would lure back customers
3. Issues and Opportunities Last year there was a price cut, this was advocated as a way to win back customers that were going elsewhere, but it does not appear
to have worked, or, if it has had a positive effect it has limited customer losses that may have otherwise been greater. There is an opportunity to review the
way in which the firms looks after its customers and provides service, this includes the call center, and the potential for the use of the CRM system which has already
been partially implemented to add value to the costumer relationship and also provide potentially valuable competitive intelligence that could be used for effective marketing. This offers a potential for differentiation
(Porter, 1985). There is also the desire to review the loyalty program, this is one tool that can be very effective at
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