Buy Marketing Policies at Classic Airlines Essay

Company reward system which is already in place and not working should be revised; this was pointed out by Kevin too. The marketing team has already taken following steps: there was a secondary industry research done, customer research run to define the preferences, etc. The information which was obtained from the surveys provides the company with new frameworks for marketing mix, including, distribution, product, place and price. CRM system enables to get more opinions, but the key is to capitalize and respond to this data. As in previous points, CRM system for now is just another technology to have, because the market suggests, and the management of the company, Catherine and Amanda in particular give much of importance to it. Once the customer based approach is consolidated by the executive team, loyalty and reward system based on nowadays situation will be accomplished. It would be false to assume that there will be no progress without the consolidation. The reality is that wise marketing policies will bring results, but the changes will happen but on much slower pace.

Considering the fact, that there is awareness about the problem, the company is empowered to take quality, resource effective and saving action to articulate new business model. Balanced Scorecard would ensure that the strategy is aligned with the interests of all stakeholders, all operations are effectively structured and financial targets are realistic, as well as allow measuring and tracking performance in the short and long term future. Stepping into the process of generating the Balanced Scorecard (which involves KPIs, KSFs, etc.) is potentially challenging for the executive team, because it entails re-engineering the process of corporate communication, but the accomplishments that will be empowered by such change are worthy and substantial, therefore the choice to use it, is based on the urgent problem to be solved.

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