The primary purpose of any business, including Classic Airlines, is to meet the needs of the intended customer with the company’s product or service. Without a customer to sell to, the business would not exist. Classic Airlines recently experienced a decline in the number of customers. This has resulted in decreased revenue and company profit. A key factor to the success of the organization will be its ability to link its corporate goals with its customer initiatives. The company can gain a competitive advantage by linking each phase of its strategic marketing process with the goal of creating value and excellence for the customer.