MKT610 Assignment No. 2

Assignment No. 2 Marks:20

Customer Relationship Management MKT610

Airblue Limited

is a private airline with its head office on the 12th floor of the Islamabad Stock Exchange (ISE) Towers in Islamabad, Pakistan It is Pakistan's second largest airline with over 30% share of the domestic market. Airblue operates scheduled flights operating 30 daily services linking four domestic destinations and international services to Dubai, Abu Dhabi, Sharjah, Muscat and Manchester. It carried 1.4 million passengers on domestic flights in the 2006–07 fiscal years. Its main base is Jinnah International Airport, Karachi.

On 28 July, 2010,

Airblue Flight 202, an Airbus A321-231, crashed in Islamabad, the capital of Pakistan, killing all 146 passengers and 6 crew members. The airliner was flying from Jinnah International Airport, Karachi, to Benazir Bhutto International Airport Initial reports suggested. that the flight crew lost contact with air traffic controllers whilst attempting to land in dense fog and heavy monsoon rain; however eyewitnesses claim there was only a light drizzle at the time and no fog. The crash is the deadliest air accident to occur in Pakistan to date. (Source Wikipedia)

Being Customer Services Manager, Critically analyze the above situation.

Question 1:

In this dwindling situation, you have three big issues to communicate immediately ;

• To reposition your company’s repute

• To compensate passenger’s families

• To give the reasons of plain crash

What do you suggest in order to communicate with media, passenger’s family members and general public, which Public Relation tool would be preferred by you? Justify your answer-10 marks

Question 2:

You are announcing 20 million rupees per passenger as compensation to their families; prepare a single page press release for this purpose – 10 marks