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    Marketing Presentation For Boeing

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    Vikas Tirmale
    The document provides a marketing audit of Boeing and their 787 Dreamliner aircraft. It discusses the history and features of the 787, Boeing's production process, the macroenvironment factors impacting aviation, and a SWOT analysis. It examines Boeing's strategy to establish international partnerships and use lightweight materials. Confirmed orders for the 787 are also mentioned. The marketing functions, objectives, product differentiation, and advertising themes are evaluated.

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    Marketing Presentation For Boeing

    Uploaded by

    Vikas Tirmale
    272 views24 pages
    The document provides a marketing audit of Boeing and their 787 Dreamliner aircraft. It discusses the history and features of the 787, Boeing's production process, the macroenvironment factors impacting aviation, and a SWOT analysis. It examines Boeing's strategy to establish international partnerships and use lightweight materials. Confirmed orders for the 787 are also mentioned. The marketing functions, objectives, product differentiation, and advertising themes are evaluated.

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    A Detail presentation about Boeing comany.

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    Marketing Presentation for Boeing

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    The document provides a marketing audit of Boeing and their 787 Dreamliner aircraft. It discusses the history and features of the 787, Boeing's production process, the macroenvironment factors impacting aviation, and a SWOT analysis. It examines Boeing's strategy to establish international partnerships and use lightweight materials. Confirmed orders for the 787 are also mentioned. The marketing functions, objectives, product differentiation, and advertising themes are evaluated.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    272 views24 pages

    Marketing Presentation For Boeing

    Uploaded by

    Vikas Tirmale
    The document provides a marketing audit of Boeing and their 787 Dreamliner aircraft. It discusses the history and features of the 787, Boeing's production process, the macroenvironment factors impacting aviation, and a SWOT analysis. It examines Boeing's strategy to establish international partnerships and use lightweight materials. Confirmed orders for the 787 are also mentioned. The marketing functions, objectives, product differentiation, and advertising themes are evaluated.

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    Marketing Audit for Boeing

    Marketing Management 586 Spring 2006 By: James Parker, Kellie Logan, Sally Wencel, Barry Corum, Jeff Thul

    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
    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
    Airplane size 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
    Innovation and Technical Expertise Strong reputation of quality and industry leadership Long-standing customer relationships International customer base Supplier-Component Manufacturer Networks Commercial Aircraft is one of six business divisions

    SWOT Continued
    Weaknesses
    Development Costs for new products: $8-10 Billion Reliance on Suppliers-Component Manufacturers (both strength and weakness)

    Opportunities
    New technologies to build lighter, longer range aircraft New airline customers in Asia and Pacific market Airline travel pattern changes supporting Boeing product line

    SWOT - Continued
    Threats
    Aggressive Airbus Price Discount Practices
    WTO dispute regarding EU subsidies

    Changing economics
    Domestic airline bankruptcies

    Changing governments, politics and business partners based in those countries


    Example: Dubai Port management controversy

    Air travel vision could be wrong

    Mission Statement
    The Commercial Airplanes segment is involved in developing, producing and marketing commercial jet aircraft and providing related support services, principally to the commercial airline industry worldwide.

    Market Strategy
    Three prong strategy
    Establish international partners in production Use light weight materials Develop new midsized aircraft

    Sales department overhaul What are the results?

    Market Strategy Payoff

    Confirmed Orders

    Marketing Productivity
    Objective: Profitability Expects to earn almost 57% of the revenue for the 787 Competitor: Airbuss A350

    Marketing Function Audits


    Product Line Objective Program to replace 737 Derivatives R Us Price: 737 lower than A350 Differentiating their product

    Marketing Function Audits


    Differentiating their product Central themes of advertising
    Technology Cost Effectiveness

    International Air Show Randys Journal


    www.boeing.com/randy/

    Scott Carson

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