Case study: Boeing

Table of content

Introduction page 3 Presentation of the company page 4 Part I – Marketing Audit page 5 Part II – Marketing plan page 9 Conclusion page 11 Bibliography page 12

Introduction

I chose an airplane crafter company for my study because I thought that they have a lot of issues to deal with due to the global context. Moreover, the organization of this business is quite original because there are two major companies competing against each other: Boeing and Airbus. The first one is an American company helped by the US government and the other is an European company (consortium between France, UK, Germany and Spain) much more recent than Boeing. The market is facing a problem: Hubs are being overflowed due to the increase of passengers taking the plane. Both companies have reacted in different ways: Boeing privileged medium sized planes and hope in a reorganization of hubs while Airbus crafted a plane which can take many more passengers than current planes (the A380). Moreover, the current situation in this industry could change soon because several experts think that a new Chinese company will come up within 15 years. Or, Chinese market is very important for Boeing because it is one of the markets where it beats Airbus. In addition, we now that Chinese are very patriotic. For instance, a Chinese Airline named Xinfu has recently announced that all the flights will be made by Chinese aircraft Xinzhou-60 even if it has lower quality than Airbus’ or Boeing’s competitor. We will try to understand which efforts have been made in marketing to deal with those problems and then we will see what could be efficient to make Boeing rule the market even if a Chinese competitor appears in the years to come.

Presentation of company

The Boeing Company was created on July 15 in 1916 in a suburb of Seattle called Lake Union. On April 18, 1917 The Boeing Company changed its name to