Public Relations—

COMPETITOR ANALYSIS

Company: Boeing

Competitor: Airbus

ABOUT BOEING:

Boeing is a leading global aerospace company that works and tries to continue
to expand its product line and services to meet emerging customer needs. Its
broad range of capabilities include creating new, more efficient members of its
commercial airplane family; designing, building and integrating military
platforms and defense systems; creating advanced technology solutions; and
arranging innovative financing and service options for customers across 150
countries. With corporate offices near Washington, D.C, Boeing represents one
of the most diverse, talented and innovative workforces anywhere hiring people
from not only the US but also from 65 other countries. Boeing is organized into
three business units: Commercial Airplanes; Defense, Space & Security; and
Boeing Global Services. Supporting these units is Boeing Capital Corporation, a
global provider of financing solutions.

ABOUT AIRBUS:

Airbus is a leader in designing, manufacturing and delivering aerospace

products, services and solutions to a customer base that spans the globe – with
operations for commercial aircraft, helicopters, defence, space and security. It is
the largest aeronautics and space company in Europe and a worldwide leader.
As a global company with around 130,000 employees around the world, Airbus
has business operations located in Europe, the Americas, Africa & the Middle
East, and Asia.
ANALYSIS

BOEING

Media exposure: Google News Searches: 1,75,00,000 results in 0.38 seconds

PLATFORMS:

1. Boeing delivered 38 jetliners in January, beating Airbus

a. Platform: Digital

b. News page: Reuters (under Aerospace and Defense News)

c. Date of publication: February 14, 2023

d. Average Reader traffic on the website (JAN & FEB) : 85.75M

e. Demographics: Female- 31.78%, Male- 68.22%, Max reach: 25-44 yrs

f. Top countries: US, Japan, UK, Canada, India

g. Degree of confidence: The article only states the statistics of sales by Boeing
but it does positively refer to the fact that Boeing outdid Airbus in January by
delivering more aircrafts than the latter.

h. Context: Sales since January.

i. Tone and tenor of the article: Fact-like, journalistic.

j. Scope: Reuters articles pop up on the first page of Google News.

OTHER PAGES WHERE THE NEWS FEATURED:

● Boeing beats rival Airbus in orders and deliveries, starts 2023 on a high
note - Aerotime Hub, February 14th
 2. Boeing plans to hire 10,000 workers in 2023 as it increases jetliner
production.

a. Platform: Digital

b. News page: Hindustan Times (under Business)

c. Date of publication: January 28, 2023

d. Average Reader traffic on the website (JAN & FEB) : 117.2 M

e. Demographics: Female- 38.83%, Male- 61.17%, Max reach: 18-44 yrs

f. Top countries: India, US, UK, Canada

g. Degree of confidence: The article only states the statistical progression in

hiring employees. It does not however speak of any other employee hiring and
management success.

h. Context/Trend: Employment and boosting the business

i. Tone and tenor of the article: Fact-like, objective, comparative.

j. Scope: The article pops up second, on the first page of Google News.

3. Boeing Receives Orders For 55 Aircraft In January

a. Platform: Digital

b. News page: Simple Flying

c. Date of publication: February 16, 2023

d. Average Reader traffic on the website (JAN & FEB) : 10.7 M

e. Demographics: Female- 33.65% , Male-66.35 %, Max reach: 25-44 yrs

f. Top countries: US, UK, India, Canada

g. Context/Trend: Sales dynamics

h. Tone and tenor of the article:. Fact based, opinion piece

i. Scope: The article pops up first, on the first page of Google News.

4. Boeing donates $500,000 to Turkey for earthquake recovery,

humanitarian relief

a. Platform: Digital

b. News page: Aerotime Hub

c. Date of publication: February 13, 2023

d. Average Reader traffic on the website (JAN & FEB) : 1.3 M

e. Demographics: Female- 31.54 % , Male- 68.46%, Max reach: 18-34yrs

f. Top countries: US, UK, India, Australia

g. Context/Trend: Humanitarian Welfare/ Community Service

h. Tone and tenor of the article:. Fact-like, Journalistic

i. Scope: The article is available when viewer searches generally about the news
but is not available when searched for in Google News.

OTHER PAGES WHERE THE NEWS FEATURED:

● Boeing Donates 500,000 USD to Earthquake Recovery and Relief Efforts

in Turkey - Cision by PR Newswire (February 9, 2023)
 AIRBUS

Media exposure: Google News Searches: 1,29,00,000 results in 0.31 seconds

PLATFORMS:

1. Boeing lands massive Air India order, but still loses out to Airbus.

a. Platform: Digital

b. News page: CNN (Business)

c. Date of publication: February 14, 2023

d. Average Reader traffic on the website (JAN & FEB) : 591.25 M

e. Demographics: Female- 39.07 %, Male- 60.93 %, Max reach: 25-44 yrs

f. Top countries: US, Canada, UK

g. Degree of confidence: The article only states and compares the sales
dynamics of Airbus and Boeing but also places confidence in Airbus by
pointing out to the competitive disadvantage that Boeing is still finding itself
facing, especially in selling narrow-body, single-aisle jets, a segment of the
market that Airbus continues to dominate.

h. Context/Trend: Sales dynamics, product line, collaborations.

i. Tone and tenor of the article: Objective, comparative, opinion

based/optimistic

j. Scope: The article pops up first on the first page of Google News.

OTHER PAGES WHERE THE NEWS FEATURED:

● Air India seals record order for about 500 jets from Airbus, Boeing:
Report - India Today (February 11, 2023)
 2. Airbus plans to recruit more than 13,000 people in 2023

a. Platform: Digital

b. News page: Economictimes-Indiatimes

c. Date of publication: January 27, 2023

d. Average Reader traffic on the website (JAN & FEB) : 33.35 M

e. Demographics: No data regarding the demographics was available

f. Top countries: India, US, UK

g. Context/Trend: Employment and boosting the business

h. Tone and tenor of the article: Fact-like, journalistic

i. Scope: The article pops up second on the first page of Google News.

3. Airbus deliveries fell by a third to 20 jets in January.

a. Platform: Digital

b. News page: Reuters (under Aerospace and Defense News)

c. Date of publication: February 8, 2023

d. Average Reader traffic on the website (JAN & FEB) : 85.75 M

e. Demographics: Female- 31.78%, Male- 68.22%, Max reach: 25-44 yrs

f. Top countries: US, Japan, UK, Canada, India

g. Context/Trend: Sales

h. Tone and tenor of the article: Objective, journalistic, analytical (depending on

previously published news)

i. Scope: The article pops up second on the first page of Google News.
 4. Exclusive: Airbus roiled by poor start to 2023 as industrial pressure
grows.

a. Platform: Digital

b. News page: Reuters (under Aerospace and Defense News)

c. Date of publication: February 13, 2023

d. Average Reader traffic on the website (JAN & FEB) : 85.75 M

e. Demographics: Female- 31.78%, Male- 68.22%, Max reach: 25-44 yrs

f. Top countries: US, Japan, UK, Canada, India

g. Degree of Confidence: The article does comment on problems Airbus might

face regarding markets during the first quarter may be an interim finance chief
as Airbus is struggling to agree on a permanent one - a politically sensitive topic
which, along with a legal feud with Qatar, has distracted attention from day-to-
day operations. It also comments on how its output woes have marred what
should have been a celebration of resurgent demand with a record Air India
order. In short, it speaks of the downside of the manufacturer’s performance.

h. Context/Trend: Sales and diminishing reputation due to delays in delivery.

i. Tone and tenor of the article: Fact based, opinion piece

j. Scope: The article pops up first on the first page of Google News.

CONCLUSION:
● From the articles analyzed, both Airbus and Boeing seem to enjoy
significant media coverage. There were several articles published about
each company in major publications such as Reuters, Economic Times,
and Aerotime. However, it seems that Boeing received slightly more
media attention during the period covered by the articles, with more
articles focusing on the company's performance and achievements.
● However, the articles were published on major media platforms,
including Reuters, Economic Times, and Flight Global. It is safe to
assume that these platforms have a wide readership, and the articles likely
reached a diverse audience. The articles seemed to have been prominently
featured on the homepages of these platforms, indicating their
importance.
● Some of the articles mentioned a direct comparison between Airbus and
Boeing. For example, an article published on Reuters compared the
orders and deliveries of both companies and concluded that Boeing beat
Airbus in the first month of 2023.
● The articles suggest that both Airbus and Boeing are facing challenges in
meeting industry trends, although the nature of these challenges differs.
Airbus has reportedly had a poor start to 2023, with industrial pressure
growing. The company is still struggling to sell wide-body aircraft,
according to an article published on aerotime.aero
(https://www.aerotime.aero/articles/airbus-still-struggling-to-sell-wide-
body-aircraft ). However, Airbus is making efforts to cope with these
adversities by recruiting over 13,000 people in 2023 and stepping up its
quest for new talent to prepare for the future, as highlighted in articles
published on Economic Times. On the other hand, Boeing seems to be
doing relatively well in meeting industry trends. An article published on
Simple Flying reported that Boeing received orders for 55 aircraft in
January 2023, while an article published on Economic Times highlighted
that Boeing's airliner orders hit a four-year high led by 737 Max jets.
● The articles suggest that the degree of market confidence advertised upon
Boeing is relatively high compared to Airbus. For example, an article
published on Simple Flying reported that Boeing had a strong start to the
year with 55 aircraft ordered in January 2023. Meanwhile, Airbus seems
to be facing some challenges and struggling to sell wide-body aircraft, as
reported in several articles.
● The tone of the articles on Airbus is more negative, focusing on the
company's struggles and industrial pressure.The tone of the articles on
Boeing is more positive, highlighting the company's orders and
deliveries. However, there are also some doubts about the company's
delivery goals

BIBLIOGRAPHY:

1. https://economictimes.indiatimes.com/news/international/business/airbus-
plans-to-recruit-more-than-13000-people-in-2023/articleshow/
97359923.cms
2. https://www.airbus.com/en/newsroom/press-releases/2023-01-airbus-
steps-up-its-quest-for-new-talent-to-prepare-the-future-of
3. https://www.reuters.com/business/aerospace-defense/airbus-delivered-
some-20-airplanes-january-sources-2023-02-07/
4. https://www.reuters.com/business/aerospace-defense/airbus-roiled-by-
poor-start-2023-industrial-pressure-grows-2023-02-13/
5. https://www.aerotime.aero/articles/boeing-beats-rival-airbus-in-orders-
and-deliveries-starts-2023-on-a-high-note
6. https://www.aerotime.aero/articles/airbus-still-struggling-to-sell-wide-
body-aircraft
7. https://www.reuters.com/business/aerospace-defense/boeing-delivered-
38-jetliners-january-beating-airbus-2023-02-14/
8. https://simpleflying.com/boeing-55-aircraft-ordered-january-2023/
9. https://economictimes.indiatimes.com/news/international/business/
boeing-airliner-orders-hit-4-year-high-led-by-737-max-jets/articleshow/
96896633.cms
10.https://www.flightglobal.com/airframers/analysts-view-boeings-2023-
delivery-goals-as-feasible-but-scepticism-remains/150940.article
11.https://www.reuters.com/business/aerospace-defense/airbus-roiled-by-
poor-start-2023-industrial-pressure-grows-2023-02-13/
12.https://www.similarweb.com/