The Boeing Company

9144 Words37 Pages
CONTENTS 1. COMPANY OVERVIEW………………………………………………p.3 to 4 Company’s vision, mission statement and objectives Vision……………p.3 Boeing- Airbus market share …………………………………………………..p.4 2. SITUATION ANALYSIS…………………………………………….p. 5 to 10 PEST analysis…………………………………………………………………..…p.5 SWOT analysis ……………………………………………………………………p.7 Boeing Corporate Culture………………..………………………………….…p.10 3. THE BOEING COMPANY MARKETING POLICY………………p.11 to 30 Segmentation…………………………………………………………………..…..p.11 Boeing’s Positioning and Targeting Strategy………………………….…….p.12 Buyer behaviour……………………………………………………………..…....p.15 Pricing strategy in the Boeing-Airbus duopoly ……………………………. p.16 Analysis of Major Customers………………………………………………..….p.18 Description of Products and Services………………………………….……..p.20 The life cycle of Boeing’s commercial airplanes……………………………p.23 Boeing’s Communication Policy……………………………………………….p.24 Public Relations …………………………………………………………….…….p.27 Distribution policy………………………………………………………………...p.28 4. PROCUREMENT AND SUPPLY CHAIN MANAGEMENT …….p.31 to 34 Brief overview of Boeing’s procurement activity ………………………..….p.31 e-procurement ………………………………………………………………..……p.32 Recommendations……………………………………………………………..…..p.34 5. COMPARISON WITH AIRBUS ……………………………….……p.35 to 37 Airbus S.A.S brief overview ………………………………………………….….p.35 Reasons behind the Duopoly ……………………………………………….…..p.35 Comparison of both Boeing and Airbus strategies……………………….....p.36 Latest commercial disputes …………………………………………………..…p.36 6. ATTACK AND DEFEND STRATEGIES …………………………….……p.38 Attack strategy ……………………………………………………………….….…p.38 Defend strategy ………………………………………………………………….....p.38 7. RECOMMENDATIONS ………………………………………………….…p.39 8. APPENDIXES………………………………………………………….p.41 to 45 1. COMPANY OVERVIEW Company’s vision, mission statement and objectives Vision Vision People working together as one global company for aerospace leadership Boeing- The future of flight. Mission To be the number one aerospace company in the world and among the premier industrial concerns in terms of quality, profitability and growth Objectives To achieve the above goals and fulfil Boeing’s mission, the following objectives will guide company: • Continuous improvements in quality of products and processes: Our commitment to steady, long-term improvement in our products and processes is the cornerstone of our business strategy. To achieve this objective, we must work to continuously improve the overall quality of our design, manufacturing, administrative, and support organizations. • A highly skilled and motivated workforce: Our most important resource is our human resource: the people who design and build our products and service our customers. Given the right combination of skills, training, communications, environment, and leadership, we believe our employees will achieve the needed gains in productivity and quality to meet our goals. • Capable and focused management To employ our technical and human resources with optimum efficiency, we must ensure that managers are carefully selected, appropriately trained, and work together to achieve our long-range goals. • Technical excellence In a world of fast-challenging technology, we can only remain competitive by continuously refining and expanding our technical capability. • Financial strength The high-risk, cyclical nature of our business demands a strong financial base. We must retain the capital resources to meet our current commitments and make substantial investments to develop new products and new technology for the future. This objective also requires contingency planning and control to ensure the company is not overextended should a severe economic downturn occur the plan period. • Commitment to integrity Integrity, in the broadest sense, must pervade our actions in all relationships, including those with our customers, suppliers, and each other. This is a commitment to uncompromising values and conduct.

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