Selling Boeing Jets in China
Boeing Marketing Plan Outline
In defining a marketing plan for the promotion and sales of the Boeing 787 in China, the global market dynamics of the commercial aircraft industry need to be first considered followed by a framework for strategic marketing planning and execution. The extent of strategic market planning any aircraft manufacturer engages in will have a direct effect on their global ability to compete (Posey, 2008).
Global Market Dynamics
The global growth of mid-range commercial jets, ideally suited for the Chinese commercial jet marketplace, is expected to grow to $124B in 2012, representing nearly 1,400 in China alone (Posey, 2008) (MIT Lean Advancement Initiative, 2012). These jets are designed to seat between 66 and 90 passengers depending on the configuration ordered. Figure 1, Global Market Dynamics of the Commercial Aircraft Industry, shows the factors Boeing must orchestrate in their strategic marketing plans, with specific focus on Asia Pacific factors...
Boeing is one of the United States' largest exporters and is a predominant aerospace and defense corporation. Boeing is the world's largest global aircraft manufacturer (by deliveries and revenue), and the second-largest defense and aerospace contractor (ranking in Defense News). The history of Boeing is as exciting as any in history, and encompasses thousands of individuals, innovations, and spectacular technological developments in airline design and manufacturing. Of course, most everyone
In conjunction with the PMO organizational structure, there are contract management process workflows that ensure airlines meet the specifications of customers. This is comparable to the engineer-to-order set of processes at Airbus yet more quickly executed to customers' specific requirements (Berman, 2004). This product development process concentrates on the PMO also coordinating next -- generation product strategies as well, with Boeing choosing energy efficiency over larger, more expensive yet
2.0 Strategic Situation Analysis In order to understand the nature of aircraft manufacture at Boeing, it is important to have a clear vision of how outsourcing plays into the manufacture of aircraft. Let us use the example of Boeing's Dreamliner. The following illustration explains how outsourcing plays a key role in Boeing's business strategy. These represent TIER 1 suppliers. Figure 1. Source http://seekingalpha.com/article/17727-boeing-s-outsourcing-for-the-787-dreamliner From here, the parts go to the plant in Everett and
Airbus is currently implementing new logistics processes that it expects to cut costs by 20%. Part of this is because Airbus has been flying parts for planes to central locations to facilitate assembly. However, it is perhaps more important that this increases inventory turnover; because like all airplane manufacturers, Airbus has a backlog: if this backlog is eliminated or lessened by more expedient manufacturing, Airbus produces at a faster rate
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