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Essay / Research Paper Abstract
This 10-page paper provides marketing recommendations for Classic Airlines. Bibliography lists 3 sources.
Page Count:
10 pages (~225 words per page)
File: AS43_MTmktgclas.doc
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Unformatted sample text from the term paper:
The fictitious company is a major carrier offering more than 2,000 flights a day and a fleet of 375 jets that serve 240 cities worldwide.
Classic Airlines employees 32,000 worldwide and pulls in $8.7 billion in sales, its the fifth largest airline in the world. But all is
not well for Classic Airlines or its competition. Rising fuel and labor costs, declining demand and a general negative impression of the industry is taking its toll on the company.
As a result, Classic Airlines board of directors has demanded a 15% across-the-board cut over the next 18 months. The board also wants to improve the passenger load and is
hoping to boost its frequent flyer program. Classic Airlines marketing department is in somewhat of a quandary - 15% cuts impacts
its budget as well. No budget, it thinks, means a lack of marketing. But the board is demanding it (and the board is also demanding more passengers and a frequent
flyer program to boost both revenue and passenger count), so the marketing department must find a way to meet this goal, even with a tight budget. PROBLEM ANALYSIS
The main problem statement is that Classic Airline must increase its RevPar (i.e., revenue per flight) as well as its passenger base, all while working
within some serious budget constraints. It must do so during recessionary times, when the general attitude toward the passenger airline industry is negative, in general. SWOT ANALYSIS
Before we can safely offer recommendations for Classic, we need to examine the companys internal forces (strengths, weaknesses) and external forces (opportunities, threats). A SWOT analysis
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