1. Briefly address how is Airbus able to compete with Boeing for world leadership in large commercial aircraft?

Also, if Airbus were an independent firm that was not formed of an alliance, do you think it could have successfully entered Boeings industry? The Airbus alliance was formed with the objective to create a European aircraft company that encompasses the resources and expertise to compete with the U.S. based Boeing Corporation. This objective is achieved through the collaboration of the four different partners in designing, engineering, and producing the different part of Airbus aircraft. (Thompson, Strickland, & Gamble, 2005) Airbus is able to compete with Boeing through its strategies and operations which are centered around four principles. (Tong & Tong, 2003) 1. Anticipating and satisfying market needs by carefully listening to airlines, passengers, and pilots. 2. Constant innovation through bold implementation of new procedures, ideas, materials, and technologies. 3. Providing more customer-friendly concepts which consequently also maximize airline operators' revenues. 4. Utilizing families of aircrafts with identical cockpits and flight-handling designs. These result in lower overall operating expenses for airlines. The success of Airbus is evidence of the fact that the company has mastered the art of bringing together people of different nationalities, education and disciplines and welding them into an efficient force" (Airbus Industrie, 2001). Without the collaboration of all of these people and groups, Airbus would not have held the capacity, resources, and expertise to successfully enter Boeings industry.

Yum! Brands 2. Go to Illustration Capsule 7.2, Yum! Brands Strategy for Becoming the Leading Food Service Brand in China in your textbook. Briefly describe Yum! Brands strategy as for becoming the leading food services brand in China. Yum! Brands has successfully infiltrated a foreign country with its restaurants. In order to maintain the attention of the foreign locals in China, Yum! Brands has adjusted its menus to reflect the tastes of the local people (Thompson, et al., 2012, p. 236). In addition to Original Recipe chicken, KFC has an extensive menu featuring beef, seafood, rice dishes, fresh vegetables, soups, breakfast, desserts, and other products that appeal to Chinese consumers tastes (Yum!, n.d.). They have also added educational displays in KFC restaurants to appeal to families, bringing in an average of two birthday parties each day (Thompson, et al., 2012, p. 236). Yum! Brands has taken the local people into consideration whenever they open a restaurant in a new area.