CLASSIC AIRLINES

Problem

• Customer Dissatisfaction• Less customer engagement• Low employee morale• Top management too focused on short term

goals (numbers)• Rising above the competition without

discounting airfare

What to do?

• Internal marketing strategies to improve employee morale.

• Change starts from within.• Make sure that employees have the attitude,

skill and commitment needed to meet the customer expectation and sustain customer loyalty.

• Understand four unique elements of services– Intangibility– Inconsistency– Inseparability– Inventory

• Focus on its end-state goal– Creativity and innovativeness– Guerrilla marketing strategies

• Gain competitive advantage– Linking each phase of its strategic marketing

process with creating value and excellence

• Update CRM system• Focus on customer service• Marketing alliance with Skyway• Horizontal diversification & conglomerate

diversification• Strategic marketing

Evaluation of Results

• Bi-annual job appraisal • Convenient suggestion box• Special end-state vision to meet financial goals• An end-state vision to develop a more

effective system regarding customer focus.• An end-state vision to have a competitive

advantage