The ideal end-state vision for the company is to become the leading airlines provider This can happen if the information produced by the CRM system is used to make positive changes to the company A possible end-state goal for Classic Airlines is forming a marketing alliance with Skyway and a top Latin American airline which can help with the marketing aspect of the business(Case Study, 2008). The company is dealing with numerous competitors, low employee morale, decline in sales, and customer dissatisfaction. "The process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends is called environmental scanning" (Kerin et al., 2006). The company must have a large target market and should consider offering incentives for flying with their airlines. The idea of market attractiveness is"a large target market with high growth and real buyer need(Kerin al., 2006). Cross-functional teams can also be formed to help employees unite. Cross-functional teams are"a small number of people from different departments in an organization who are mutually accountable to a common set of performance goals" (Kerin et al., 2006). Classic Airlines must implement new strategies and goals for the company to be more efficient, effective, and profitable.