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The Boeing Company Marketing Policy

Essay by   •  November 23, 2010  •  Case Study  •  9,080 Words (37 Pages)  •  2,634 Views

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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

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