In order for Classic Airlines to succeed, the company must invest significantly in marketing to be able to predict human behaviors. "Marketing is becoming more of a science every day as we find more accurate ways to predict human behavior and advances in technology allow us to gauge and evaluate results automatically and instantaneously" (Levinson et al., 2008, p.11). The company must consider the risks and challenges associated with the alternatives. When seeking the optimal solution, management must consider the challenges that are hindering the company from becoming the leading airline provider. The company can join an alliance upgrade their current CRM system, focus on their strategic marketing process, train managers to be more effective leaders who focus on internal marketing, and utilize guerilla marketing strategies