Boeing Case
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Introduction:
In nowadays, the competition between companies are more keener than past. Each
company has to innovate more ideas or improve their technology, then they may get
more advantages to compete with other companies. In other words, always try to think
about the customers side, what kind the product should we need to invent , and what
kind the product does our customer need; If a company can predict it, that will be very
useful information for this company. Boeing is one of the successful companies.
Its very interesting to analyze this case about Boeing.
Boeing is the biggest aerospace manufacture in the world. This company start in
1916, and its about 94 years ago. Thats why they know how to keep a good
relationship with customer is the most important part in a company. The salespeople
must to keep the contact with the customer and make sure the product they sold is
satisfied, even after they received the order. A successful relationship with customer
is relied on trust and their performance. “When we sell an airplane, it seems like
getting married.” Quips Alan Mallaly, the head of Boeings commercial airplane
division. “Have a good relationship with customer is very important, and it will be a
long-term relationship.” There is a slang from China: You may earn the money in a
short time, but if you can keep a good relationship with your customer, then you can
earn more money and longer.
This article shows that Boeing try to design a new airplane (Dreamliner) which
can save more than 20 percent fuel than comparably sized planes, more legroom and
less 40 percent noise compare with other planes in the same class. This design was
launched in April 2004. This new design was expected can increase the revenue and
replace the old style plane. After they received the order, they could not give the
planes that customer ordered, and the worst thing is all the orders was delayed at least
15 months past the original deadline. However, the problem Boeing made will most
certainly affect customer relations and future orders. On the other hand, they also
give a chance for their competitor, because the customer may switch the order to
them.
In-depth analysis:
In the past, the sense of marketing is how to sale more product, increase the revenue; the sense by now is fingering out how to satisfied customer needs.
A Simple Model of the Marketing Process.
The first step of marketing process is understanding the marketplace and
customer needs and wants. Its the most important step in the process, every
company before they create new product, they must to think about what kind the
product is customer needs and wants, because if the product is not customer wants or
needs, then nobody will buy it. Thats why the first step is so important. In this case,
Boeing try to improve the planes work efficiency, they design a new plane can save
more than 20 percent fuel, because the price of fuel is increasing every year, and the
fuel cost is about 25 percent in total cost of airplane company. If an airplane company
can reduce consumption of fuel, then the profit will be increased. Thats what they
want. Thus, Boeing want to design a new plane which offer bigger legroom, higher
cabin pressure and humidity, that can help all the passengers can feel more
comfortable during their flying, but use less fuel.
After the first stop, the second step is designing a customer-driven marketing
strategy. The company must to select which market will be their target. The target
market for Boeing is all the airplane companies. Thus, Boeing should think about how
to make a strategy can attract their customer to order the plane.
Environmental
Organizational
Interpersonal
Individual
Economic
Developments
Technological
change
Objectives
Policies
Organizational
structure
Authority
Status
Empathy
Persuasiveness
Income
Education
Personality
Major Influences on Business Buyer Behavior
Many reasons can affect the Business buyer when they make the buying decision.
Most people think the economic situation in the future could be the major influences.
If the economic is very bad in the future, then number of people who buy the ticket
must be decrease, so airplane company will not purchased more planes, because buy
more planes will cause higher risk. Buyer also are affected by technological and
political