"Growth marketing plan," Co-authors Dr. Tan & Garly Benoit

The key issues for Classical Airlines are due to a combination of human behavior factors from lack of attention to detail, poor decision-making capabilities, lack of benchmarking initiatives, and greater marketing opportunities. Other issues such as high turnover, poor customer relations, and retention are other threatening factors that Amanda and her executive management team have to face.?Lastly, there is the issue of poor leadership.?Furthermore, these various tasks and leaders do not have enough accountability.?It is imperative that greater accountability initiative is being placed on these senior executives as well as the CEO and CMO in order to capitalize on missed opportunities. Amanda must find ways to manage her team more efficiently and effectively. Consequently, the following will be addressed:

?a) Manage the CRM system

b) Build stronger relationships

c) Reduce risk levels

d) Increase overall performance, and

e) Push for new marketing strategies and tactics.

Keywords: Data management, domain requirements, software, software design, SOX, and system applications.

Research question:?What are the regulatory implications on software design and security?

Opportunity Identification

???????????The opportunities for Classical Airlines are pretty big.?All the current issues presented here can be turned into opportunities.?Challenges such as having poor marketing initiatives, low morale, poor teamwork, high turnover, and low overall performance, can all be turned into opportunities.?From a SWOT analysis perspective, all weaknesses and threats can be turned into opportunities.?As stated by (McShane 2004), sometimes challenges appear to come out of nowhere however, result-oriented visionary leaders and their people continuously scan the internal and external environment to identify potential challenges and opportunities” (University of Phoenix, 2006).?As mentioned earlier, the decision to implement marketing strategies from benchmarking and research opportunities from a similar organization such as Global Air, Amanda must influence her team to embark on a new strategic vision for Classical Airlines in bringing the organization to new heights and offering tremendous growth opportunities for the organization.?Increasing the customer base, and retention rate, and improving the level of teamwork and marketing initiatives are all strong infrastructures for improving the Reward program, which can bring outstanding rewards to the organization as a whole.

Stakeholder Perspectives/Ethical Dilemmas

???????????The issues faced by Classical Airlines to foster stronger growth opportunities do not come without any ethical dilemmas.?The stakeholders here are surely the customers as well as some of the high-level executives, which means that the organization must have a direct relationship with these customers in order to gain important feedback in increasing the declining reward program.??Hence, the goals set by Amanda even when these goals are pretentious, are doable and achievable.?The ethical risk lies in the concern of data manipulation and integrity.?Improving the reward program surely requires customer feedback, survey collection, and focus groups, yet these are good strategic tools nevertheless, the ethical risk is for data to be botched, altered, or manipulated.?With companies pushing for greater results, research and data-minding firms are creating more value for shareholders.?Data feedback will certainly help Classic Airlines with its new strategic vision and direction.?Amanda as the CEO has a responsibility in making sure that data integrity will be of the utmost importance to the organization.?She must make sure that the results will not be skewed. Moreover, Amanda must also make sure that she is not violating the code of ethics in fabricating or manipulating the data for greater performance or results.?These are a serious risks and ethical dilemmas, which can have tremendous and damaging impacts on the organization.?Manipulation of data has proven to be detrimental in cases like Enron and MCI.?Consequently, Amanda has a great responsibility as the CEO to make sure that all effort is being put forth in making sure that these feedback numbers are correct and not manipulated.?

Methods

???????????This paper will survey the current research from a qualitative perspective.?More so, this paper will use a two-approach system: a) a literature review of current issues and b) a comparative analysis of the scope and definition of these issues and initiates with respect to the literature review. These two facets will be the crux of the paper, which will help shade some light on the future of information technology, current advancements, and potential issues.

Literature Review

American Airline saw the need to work closely and collaborate with its customers by implementing a system that served both the organization and its consumers/shareholders.?The passenger division of the Airline Passenger giant serves 172 cities with a fleet of 840 aircraft (www.Americanairlines.com).?The organization has destinations throughout North America, the Caribbean, Latin America, Europe, and the Pacific.?With daily operations of 2600 flights, 329,000 reservation calls, and 300,000 pieces of luggage, the organization has an obligation to understand its customer's needs, and requirements, as well as “getting closes” to the shareholders and customers approach has made the right move by letting Corporate Flagship University, based in Fort Worth Texas, to develop an employee and customer based training program. This would be a CBT (customer-based training) program, which would bring forth tremendous support and results to the organization as a whole.?Once implemented American Airlines saw tremendous results from this new implementation, which also resulted in tremendous shareholder value

Air Canada recognizes that Customer Relationship Management (CRM) provides it a competitive edge in contemporary marketing research.?CRM allows a wide range of strategies to achieve a systematic process for effectively managing the relationships between companies and their customers.?CRM is a business strategy to select and manage the most valuable customer relationships, identifying a business philosophy and culture, which supports effective marketing, sales, and service processes.?Successful CRM translates into faster service, higher customer satisfaction, customer retention, customer acquisition, repeat purchases, lower cost, and profitability.?These technologies can help reduce dependency on manual labor, the principal cost to travel retailers while expanding market reach (Strategis.gc.ca, 2003).?CRM systems present a product to the customer at the beginning or the end of the customer's purchasing cycle.?The technology allows businesses to know when the customer is likely to buy again and then puts products in front of that customer tailored to meet their known needs and preferences. This helps to prevent the customer from looking elsewhere to purchase a product or service.

US Airways is the nation’s seventh largest airline and merged with America West Airlines around September 27, 2005. Ticket prices were continuing to rise and the fuel cost continued to increase. This happened when US Airlines declared bankruptcy for the second time in three years. The U.S. Bankruptcy Judge, Stephen Mitchell approved a $12.3 million severance package for top executives who remained with the company to work on the merger. The combined airline would become America’s largest low-fare carrier, and the sixth largest overall.?Its 3600 daily departures would serve 299 cities nationwide, in Europe and in Latin America. The merger was successful to prevent US Airways from going bankrupt (Olson, Thomas 2005).

Jet Blue was in much the same predicament as Classic Airlines. They were very successful, and over time, the customers seemed to become a secondary thought to the airline. Because of this, airline satisfaction for the company started to decline exponentially.(Mayer, 2006).?Jet Blue took a tremendous leap to regain customers’ trust and faith. In February of 2007, Jet Blue has become the first airline to adopt a passengers’ Bill of Rights. This policy allows airline customers to know what the company is expecting to produce and what compensation is available to them if the company fails to uphold its end of the transactional agreement (Popken, 2007). Classic Airlines could create a passenger Bill of Rights. This Bill of Rights would set the foundation for the way the company intends to treat passengers on their flights. The document would include information about the airline's commitment to the new philosophy and what customers can expect of the company. In addition, the document will also include specific information on what the company will do if it fails to live up to its expressed commitment. This Bill of Rights will allow the company to reintroduce itself to the passenger airline industry. With a written promise, they are more likely to regain lost customers, and hopefully attract new customers.

Limitations

The limitations of this research survey can be viewed from two angles a) my literature review of articles could have been richer and much stronger.?The notion here is that even with triangulating the literature review, my experience, and comparative analysis of these systems worked but a little data would have aided my effort to make my case much stronger.?Data is a powerful force in making a concerted and convincing argument and so the lack of it makes the argument weak, questionable, and somewhat suspicious.?

Optimal Solution

???????????First and foremost, like with any major issue facing an organization, there is no “one solution” that is foolproof.?The ultimate solutions to achieve the end-stated goals for Classical Airlines are a combination of real and thought-out solutions.??From (a) increasing the Rewards department's bottom line, improving (b) the level of team togetherness and collaboration, (c) and implementing several additional key systems, are all optimal solutions.?Engaging the customers in the drafting or engineering of more user-friendly systems is as important as an initiative for Classical Airlines and its customers.?Improving morale is also a top priority since the organization must retain its talents.?Hiring new consultants to help implement these new strategic goals will certainly provide a third layer to the dynamics of the implementation process, one which could be strictly objective.?Improving the CRM and pushing for stronger relationships and need assessment are also optimal solutions.??Hence, the optimal solution is more like a cocktail solution rather than just one optimal solution.?Too many variables are causing the absenteeism of one simplistic solution approach.?Only via a number of optimal solutions will Classical Airlines be successful.

Optimal Solution Implementation Plan

• Deliverable
• Timeline
• Who is Responsible

1. Negotiate better interest rates
2. Greater level of communication
3. Ongoing All Better decision-making
4. Teamwork and collaboration
5. Hiring new consultants
6. "6 – 12??Months"
7. Pushing for new CRM
8. "12 - 24????Months"
9. All Diversify product and clientele 3 – 6??Months?

Conclusion

The organization can certainly profit from a new bright and more robust CRM system as well as some new metrics to track its achievements.??Consequently, major initiatives must be taken by both executives and shareholders in order to assure total success.??A more in-depth analysis must be conducted as well new strategic solutions must be implemented.??Nevertheless, the future of Classical Airlines has never been so bright, and thus, even when this is just the start of a new era, the organization is on the correct path for a more promising future.?

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