Marketing Audit For Boeing
Essay Preview: Marketing Audit For Boeing
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History of the 787 Dreamliner
* Started assembly in 2006.
* Designed due to declining air travel after the attacks on September 11, 2001.
* Increase fuel costs
The 787s Features
The 787s Features
The 787s Production Process
Boeings new streamlined production process.
The Macroenvironment
* Global population growth in developing countries.
* Increase in average life expectancy in western civilization.
* Increase of disposable income in developing countries.
The Macroenvironment
* World Trade Organization (WTO) litigation between U.S. and Europe
* Response to customer wants and needs
* Energy and material conservation
* Increasing world wide demand for commercial airlines.
The Macroenvironment
20 Year Market Potential
The Macroenvironment
* Competition
o Airbus Industries of Europe
+ Formed in 1970
+ From a Fledgling to a Formidable Opponent
+ Since 2000 Airbus has been the number 1 in sales
+ In 2005, achieved a 51% share of global market
* Market, sales, and delivers to end user.
The Macroenvironment
* Differences between Boeing and Airbus
o Airplane size
o Point-to-Point vs. Hub-to-Hub
+ “Its more accurate to say that we have two distinct views of the market. We believe that airlines ultimately respond to what passengers want more opportunities to fly where they want to go, when they want to go.”
Randy Basler – VP Marketing
Boeing SWOT Analysis
* Strengths
o Innovation and Technical Expertise
o Strong reputation of quality and industry leadership
o Long-standing customer relationships
o International customer base
o Supplier-Component Manufacturer Networks
o Commercial Aircraft is one of six business divisions
SWOT – Continued
* Weaknesses
o Development Costs for new products: $8-10 Billion
o Reliance on Suppliers-Component Manufacturers (both strength and weakness)
* Opportunities
o New technologies to build lighter, longer range aircraft
o New airline customers in Asia and Pacific market
o Airline travel pattern changes supporting Boeing product line
SWOT