Week 2 Case Study
BACKGROUND:
You are a marketing manager for an airline company (choose a name the company), that hired you 6 months ago. During your time, you have noticed that the airline has not been doing a good job marketing itself. Their reputation in the airline industry has suffered tremendously due to the following:
Mechanical errors that resulted in a plane crash 3 months ago (there was no loss of life)
Poor customer service
Numerous late departures and arrivals
ASSIGNMENT:
Develop a marketing plan of how to turn around the reputation of the airline. Include the following:
Executive summary
Table of contents
Situation analysis (discuss the current situation)
Marketing Tactics (the strategies you as a marketing manager that you would employ to turn the situation around)
Discuss the risks to the company if immediate action is not taken.
COMPONENTS OF A GREAT PAPER:
APA format including work cited page
Subheadings for each section
Address all points above in detail
Sources supporting the strategies chosen (This can be examples of other companies that went through similar situations and how they overcame this challenge(s) by employing this strategy).
No more than 3 pages. (This does not include the title page and your reference page.)
Your point of view
Conclusion that summarizes the points made in the paper
Note: This assignment is not based on a real company. This is a fictious airline. The purpose of this exercise is to ensure you understand how to build a marketing plan.
