What Is the "go Forward Plan" of Continental Airlines?

1. What is the "Go Forward Plan" of Continental Airlines?

The "Go Forward Plan" of Continental Airlines is about the turnaround of the dire situation the company is in, which is nearing bankruptcy. Basically, the "Go Forward Plan" consists of 4 cornerstones namely the Fly to Win, which is the market plan. The strategy was to expand Continental Airlines' target market. Fund the Future, was the financial plan, in which the company aims to gain liquidity by restructuring the balance sheet and letting go of non-strategic assets. Make Reliability a Reality was the product plan which they plan to transform the customers' experience, and the Working Together which is the people plan, where the company wants to change the previous culture inside the organization into one where employees are comfortable.

2. As cited in the case facts, why is it necessary for Continental Airlines to improve on its branding? How did the airline improve on its branding? What was the outcome of this marketing initiative? Relate your answers to the concept of brand equity.

There was a need for an improvement of the branding because Continental Airlines was receiving a negative image from the people. Through the "Go Forward Plan", Continental Airlines was able to get their losses back. After a very hard fall, they managed to go back up and rise from their predicament.

3. Continental Airlines is a classic example of a corporate turnaround. How did Gregg Brenneman and Gordon Bethune arrest the plummeting business of Continental Airlines?

Bethune's and Brenneman's move was simple. They changed the inside of the organization.