MKTG116 Assignment #1: Evaluating Market

strategy and marketing environment,

Paul Tamang
301349116

OCTOBER 4, 2023
BOMBARDIER INC.
WEST HILL TORONTO
Question1: Company Background (approximately ½ page)—5 Marks
a. Provide the name of your company and a short outline of their business. Information
that you could include here is: What the company does, its mission/vision, notable new
products they have created, and your thoughts on what they do well and not so well.
You can find this by researching the company’s website, annual reports, or general
news
articles.
Ans. Canadian-based Bombardier is a worldwide aerospace and transportation firm. It is
well-recognized for producing a variety of transportation equipment, including as
business and commercial aircraft, trains, trams, and recreational vehicles.
MISSION/VISION: The purpose and vision of Bombardier as of my most recent
knowledge update in September 2021 were focused on influencing the direction of
mobility. Delivering safe, reliable, and comfortable transportation options to link people
and communities globally was part of their vision. They sought to lead both the rail and
aerial transportation sectors by providing customers with cutting-edge, superior
products.
NOTABLE NEW PRODUCTS:
1. Global 7500 Business Jet: The Global 7500 from Bombardier is a leader in the
business aviation industry. It is renowned for its extensive range, spacious cabin, and
plush interior. In the ultra-long-range business jet segment, the Global 7500 established
new benchmarks.
2. Bombardier's C Series was a class of commercial aircraft built for mainline and
regional travel. It is now known as the Airbus A220. It had cutting-edge technology, good
fuel economy, and comfortable passengers. Even though Bombardier ultimately sold
this program to Airbus, it was a noteworthy accomplishment for the aviation sector.
IN MY VIEW WHAT DOES THIS COMPANY DO WELL:
1. Innovation: Bombardier has a history of innovation in the transportation and
aerospace industries. They have created cutting-edge products including high-speed
trains and sophisticated business aircraft.
2. Global Presence: With a varied consumer base and activities in several nations, the
corporation has a global presence.
AREAS OF IMPROVEMENT FOR THIS COMPANY:
1. Financial difficulties: In the past, Bombardier struggled to maintain profitability and
dealt with significant debt. As a result, some business divisions and assets were sold
off.
2. Market competition is fierce in both the rail and aerospace sectors, where Bombardier
competes. Continuous innovation and cost control are essential for competing against
significant global players.

Question 2: Competitive Environment (approximately ½ page) – 5 Marks

a. List at least two companies that you believe are the primary competitors to your
selected company. For each competitor, using the information described in the text in
section 2-2 Forces of competition, explain if the competitor is Direct, Substitute, New
Entrant, Supplier, or a Buyer.
Ans. There are two companies that I believe are competitors to Bombardiers Company
and they are direct competitors. They are.
1. Boeing SE:
Direct Competition: Direct Competitor Airbus is a significant international aerospace
and defense firm well-known for producing commercial aircraft, such as single-aisle and
wide-body jets. In the field of commercial aviation, they square off against Bombardier.
With Bombardier's aircraft offers, Airbus, an established player in the market, fights for
market share.
2. Boeing Corporation:
Direct competitor Explanation of Competitive Role: One of the biggest producers of
commercial aircraft, including both narrow-body and wide-body models, is Boeing,
another global leader in the aerospace industry. In the commercial aviation business,
Boeing and Bombardier are direct rivals and provide a variety of aircraft for different
market groups. Particularly when it comes to selling aircraft to international airlines, the
competition between Bombardier and Boeing is fierce.
b. How do you believe your company differentiates itself from its competitors? For
example, consider such questions as: What do you think makes your company unique?
Why do consumers choose to buy their products over competitor's products? What
‘problems’ are they solving for customers better than how other companies can solve
them? How do they convince consumers that they are the right choice over the
competitors?
Ans. When compared to its rivals in the aerospace and transportation sectors,
Bombardier Inc. stands out thanks to several distinctive traits and business practices.
Here are some distinctive qualities that distinguish Bombardier:
1. Product Diversity and Innovation:
Both the rail and aircraft transportation industries have benefited from the ingenuity of
Bombardier in the past. They have created a wide range of goods, including high-speed
trains, commercial airplanes, and business jets. They can serve a variety of client
groups and market niches because of their wide range of products.
2. Regional and business aviation in particular:
In the markets for regional and business aviation, Bombardier is well-established.
Customers looking for effective and comfortable air travel options have responded
favorably to their business jets like the Global and Challenger series and regional
aircraft like the CRJ Series (before it was sold to Mitsubishi).
3. A dedication to sustainability:
By researching electric and hybrid powertrain systems and creating more fuel-efficient
aircraft, Bombardier has demonstrated its commitment to sustainability. This emphasis
on environmentally sustainable solutions fits with the rising desire for more
environmentally friendly transportation options.
4. A customer-centered strategy:
Throughout the lifecycle of its products, Bombardier lays a strong emphasis on
providing great customer service and support. Customers may enjoy the experience
and become more devoted as a result.
5. Local presence and global reach:
Bombardier has sites for manufacturing and providing services all around the world. As
a result, they can serve clients all over the world while continuing to operate locally to
satisfy market demands.
6. Collaborations & Partnerships:
To create creative solutions, Bombardier has worked with other business titans and
groups. For instance, because of their collaboration with Airbus, the C Series was
renamed the Airbus A220, which improved the plane's reputation and exposure.
Question 3:
1. Complete a SWOT analysis for your company using a matrix such as the one below.
Try to
come up with at least three thoughts for each of the “S” “W” “O” and “T” (i.e., 3
Strengths, 3
Weaknesses, etc.) – 10 Marks
Ans. Here are some of the SWOT analysis of Bombardier Company:
A. Strength(S):
i. Innovation and Diversified product portfolio: Business jets, commercial planes, and rail
transportation solutions are just a few of the innovative goods Bombardier offers in its
vast product portfolio. Due to their versatility, they can target different market niches.
ii. Local production and strong worldwide presence: The company has manufacturing
facilities and service centers spread throughout several nations. They can meet local
demands while having a worldwide presence thanks to their reach.
iii. Customer-centric: Bombardier is renowned for its customer-centric approach, which
involves offering thorough support and services to customers throughout the lifecycle of
its goods. This approach can foster customer loyalty.
B.Weakness(W):
i. Financial difficulties: Throughout its history, Bombardier has experienced financial
difficulties, including significant debt and spells of loss. This has influenced their
financial stability by forcing the sale of several business units and assets.
ii. Intense competition: With powerful competitors like Airbus and Boeing, the aerospace
and transportation sectors are highly competitive. There is a lot of rivalry for Bombardier,
which may put pressure on prices and market share.
iii. Dependence on Cycles: The company's financial performance is susceptible to
cycles and downturns in the economy, which can have an impact on demand for new
aircraft and transportation options.
C. Opportunities(O):
I. Sustainable Aviation: Bombardier has a chance to continue creating more
environmentally friendly rail and aircraft technology because of the worldwide
movement toward greener transportation options.
II. Emerging Markets: Entering new markets, particularly those with rising demand for
air travel and public transportation, might open new growth prospects.
III. Collaborations and Partnerships: Working together with top business figures,
governing bodies, and academic institutions can provide ground-breaking ideas and
open doors to new markets and technology.
D. Threats(T):
i. Market fluctuations: Bombardier's revenue may be at risk if economic downturns,
geopolitical unrest, and market turbulence affect the demand for new airplanes and
transportation technology.
ii. Increasing Fuel Prices: As fuel costs rise, demand for less fuel-efficient aircraft may
decline and airlines' operational costs may rise as a result.
iii. Rules Modifications: Bombardier's goods may incur additional expenses and
requirements because of strict.

Bibliography
URL: https://www.bombardier.com/

News Reports: On reliable news sources like Bloomberg, Reuters, and CNBC, look for items about
Bombardier Inc.

Sector Reports: Information about Bombardier's position in the market may be found in reports from
research organizations that focus on the aviation and transportation sectors.

scholarly journals: For scholarly publications about Bombardier Inc., search academic journals in the
subjects of business, transportation management, and aerospace engineering.

Look for books that cover the background, corporate philosophies, and contributions of Bombardier to
the aerospace and transportation sectors.