Marketing Project : the Study of Airbus

Résumé du document

Demographics
In 1940 there were 10 million passengers a year; in 1960 there were 20 million, and now, thanks to the baby boomers, there are 1656 millions. The forecasting announces that air traffic will double in the next 15 years. The demographic environment is clearly increasing, and aircraft manufacturers have a real challenge which is to supply in time to the market.

Economical
Currently the world is entering a downturn. The characteristics are a fall in the number of consumers, sales and prices, and fewer jobs. But Airbus has accumulated contracts for the 6 next years. Thanks to its full order book, it will be able to avoid internal crisis.

Natural
Today there is an increasing concern about the way we have exploited the planet. People want to be respectful in order to leave a clean planet for their children. Aeronautical builders have understood the concerns, and are working on planes which are more environment-friendly.

Political
Politically, we notice that the rivalry between the companies is more a rivalry between states. Each country wants to be independent of the other which is why they develop their own aircraft industry. Hence, in the next 10 years Airbus and Boeing will see Asiatic companies penetrating the market. The main actors are helped by governments who subsidize the aircraft industries indirectly through research and technology funding in order to develop this business. They also influence some decision as relocation. Other important protagonists are lobbies and political parties. For instance Obama and Mc Cain were in opposition concerning the contract between Airbus and the Pentagon for military planes.

Extraits

[...] Threat of new entrants Today new entrants are companies such as Embraer which is a Brazilian C conglomerate, producing commercial, military, and corporate aircrafts, as well as providing related aerospace services. Bombardier is a Canadian manufacturer of regional aircrafts. Both these companies tried to enter the commercial market (above 100 seats), but failed because of the base investment which is too high. In the future the new entrants will be Chinese, Russian or Indian companies who want to be independent of the US and the European Union. [...]

[...] The forecasting announces that air traffic will double in the next 15 years. The demographic environment is clearly increasing, and aircraft manufacturers have a real challenge which is to supply in time to the market. Economical Currently the world is entering a downturn. The characteristics are a fall in the number of consumers, sales and prices, and fewer jobs. But Airbus has accumulated contracts for the 6 next years. Thanks to its full order book, it will be able to avoid internal crisis. [...]

[...] Safety, reliability, comfort and maintenance costs are key areas. Quality is crucial in an airline's judgment of an aircraft. To achieve the very highest standards in these and other aspects of an aircraft's facets and performance the question of quality is addressed by Airbus at every stage, from designing to final assembly and beyond. Repeated checks are made, and tests are conducted. Airbus ensures that every supplier of parts meets the strictest standards on quality The business portfolio The current Strategic Business Units Airbus' Strategic Business Units may be defined by its common manufacturing processes: A company like Airbus has separate units making different planes all based on engineering and assembly processes. [...]

[...] It is the biggest plane in the world can accommodate between 555 and 850 passengers, but has an autonomy equal to Long Range” planes. This is the first plane by airbus which has a double deck. The military aircraft Three planes belong to the military aircraft category: A310 MRTT, A330MRTT, and A400M. They are not war planes but transport tankers. Their tasks are to transport military material and military vehicles. Their autonomy is not very important (between 4000 and 6000 km) because their cargo is usually very heavy. The super-carrier aircraft The super-carrier aircraft category is composed of only one plane: the beluga. [...]

[...] The firm The company's mission Airbus' mission is to meet the needs of airlines and operators by producing the most modern and comprehensive aircraft family on the market, complemented by the highest standard of product support. The company's objectives and goals Ultimately the reputation of Airbus depends on its integrity. Airlines and their passengers know that an Airbus aircraft is the product of an honest company which builds the safest, most reliable and best performing aircraft possible. Delivering aircrafts on time, within the stipulated cost and with impeccable quality getting it right the first time drives Airbus policy. [...]