Anna Chaussy
RCAI2
15/10/09

BOEING: BUSINESS POLICY ANALYSIS.
Presentation:
Boeing is the first world aeronautical company and the biggest manufacturer of civil and military planes. The company is structured around three big activities: First, the commercial aviation with the Boeing Commercial Airplanes; then, the space and the defense with the Boeing integrated Defense Systems; lastly, the financing with the Boeing Capital Corporation. With a clientele distributed on more of 145 counties, Boeing is first exporter of the United States. The headquarter is in Chicago and employs 160000 persons on more than 70 counties. Within the framework of a Strategic Marketing’s study, we shall analyze the situation of the Boeing’s company. In this way, we will use 5 different tools: the SWOT matrix, the PORTER competitive analysis, the ANSOFF matrix and the Boston Consulting Group matrix.

SWOT matrix.
The SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats of a company. The process is to identify the internal and external factors which are favorable and unfavorable to the company. It lets understand the situation and imagine some strategies. Firstly, we will analyze the Boeing internal environment that directly influences it. In this way, it will be used the “5’M”’ method to organize the presentation. | STRENGHTS | WEAKNESSES | MEN | - 24000 employees in the United States, high level of qualification- the R&D department gathers 4409 salaried employee | - Social troubles | MONEY | - Good financial situation | - Penalties of delay | MACHINERY | - Assistance and maintenance services- Protection of the environment- Little outsourcing | - Long and often delayed deliveries | MATERIALS | - High level of technology | | MARKET | - World leader- Situation of duopoly | | 6TH “M”: Image | - Brand awareness | -Old fashioned image | 7th “M”: Strategy | - Commercial strategy | - Technical strategy |