Jitendra Nath

Jayesh Goswami
Dhru Kanwar

Industry Analysis
Brief Introduction Boeing And Airbus S.A.S
Industrial Analysis

Segmentation, Target and Brand Positioning

Market Analysis
Large Commercial Aircraft (LCA)
Boeing Dreamliner 777 & 787 (Supersonic)
Airbus A350 (XWB) & A380 Super jumbo

Competition Analysis
SWOT Analysis
Marketing Strategy

About Boeing / Airbust

Airbus a Subsidiary of (EADS)
European Aeronautic Defense
& Space Company (HQBlangna Cedex France)
Airbus was founded in 1970 as
a consortium of four European
aircraft manufacturers
British (20%), France (37.9%),
Germany (37.9%), Spain
(4.2%)
It was originally a marginal
competitor and unlikely to
challenge US dominance.
In 2000, Airbus made the
transition from a consortium
to a fully functioning private
entity
Employee of More than 52000

Founded in 1916 by
William E. Boeing in
Seattle,
Washington.
In 1997, Boeing
merged with
McDonnell Douglas.
The world's largest
aerospace and
Defense Company.
Boeing has
customers in more
than 90 countries
around the world.
Boeing employs

Net Order Last Three Years

Order Summary As on 31st July 2016

Porters Five Forces- An Aviation

Industry Perspective

Segmentation of An Aircraft Industry

World Aircraft
manufacturing industry

Military & Space

Commercial Aircraft

Passenger Aircraft

Large Civil
Aircraft( LCA)

Cargo Aircraft

Small to Mediumsized Aircrafts

Key Players in the Aerospace

Industry
Boeing
Airbus
Bombardier
Embraer

Evaluation of Competitors

How do competitors compete

Product Specification Airbus - LCA

m
75
.
4
n6

Typical seating
x

Range1
5

000 km
RR-Tr
ent
XW B

325

RR-T
r
XWB ent

Win

pa
s
g

Ma

6
d1
a
ylo
a
xp

es
n
to

A350 XWB the Xtra that makes

a difference
-

A350 Xtra Widebody

800+

42

25%

Orders

Customers

Lower operating cost

Xtra space for unrivalled

passenger comfort
Xtra innovative
technologies for
optimised airline efficiency

Data to end June 2016

2016

Airbus corporate presentation

Product Specification Airbus - LCA

Ra
ng

Typ
ical
sea
tin

gx

m
5
7
.
79
n
pa
s
g

in
544
W
(4-c
lass
Ove
rall
leng
th72
RR
Tren
.72
9
t

e15
200
km

00

RR
T
900 rent

A380 a solution to increased

demand for air transport
-

A380
Most profitable, most
comfortable way to transport
more people
A take-off or landing every

3 minutes

319

193

18

Orders

Deliveries

Customers
Data to end June 2016

2016

Product Specification Boeing - LCA

B-777

Passenger
capacity

3 class - 266

Wingspan

212 ft 7 in / 64.8 m

Length

209 ft 1 in / 63.7 m

Height

61 ft 9 in / 18.8 m

Cabin width

19 ft 3 in / 5.86 m

Engines

GE90-110B1L

Thrust

110,760 lbs

Maximum range

9,420 nautical miles

/ 17,446 km

Cruising speed
(Mach)

0.84

Cruising altitude

43,100 ft

Product Specification Boeing - LCA

B-787

Passenger
capacity

3 class 210-250

Wingspan

172 ft 7 in / 57 m

Length

209 ft 1 in / 63.7 m

Height

62 ft 9 in / 17 m

Cabin width

19 ft / 5.49 m

Engines

GE90-110B1L

Thrust

63600 lbs

Maximum range

9,420 nautical miles

/ 14200-15200 km

Cruising speed
(Mach)

0.85

Cruising altitude

43,100 ft

Marketing Strategy

Differences between Boeing and Airbus

Airplane size
Point-to-Point vs. Hub-to-Hub
Central themes of advertising
Technology
Fuel Efficiency
Cost Effectiveness

Airline Industry Value

Chain
FIRM
INFRASTRUCTURE
HUMAN
RESOURCE
MANAGEMENT
TECHNOLOGY
DEVELOPMENT

-Financial Policy - Accounting-Regulatory Compliance- Legal - Community Affairs

Flight, route and
yield analyst
training

Pilot Training Baggage Handling

Safety Training
Training

Agent
Training

Product
Computer Reservation System, In-flight System
Development
Flight Scheduling System, Yield Management System
Market Research

In-flight
Training
Baggage Tracking
System

Information Technology
Communications

PROCUREMENT
Route Selection
Passenger Service
System
Yield Management
System (Pricing)
Fuel
Flight Scheduling
Crew Scheduling
Facilities Planning
Aircraft Acquisition

INBOUND
LOGISTICS

Ticket Counter
Operations
Gate Operations
Aircraft
Operations
On-board Service
Baggage Handling
Ticket Offices

OPERATIONS

Baggage System
Flight
Connections
Rental Car and
Hotel Reservation
System

OUTBOUND
LOGISTICS

Promotion
Advertising
Advantage
Program
Travel Agent
Programs
Group Sales

Lost Baggage Service

Complaint Follow-up

MARKETING
AND SALES

SERVICE

Marketing Strategy

787

Marketing Strategy
A350 business class

A350 economy class

787 business class

Marketing Strategy

SWOT Analysis Airline Industries

Estimated Business Projection

Airline Industries

Growth

19580
20000

10000

Global
Aircraft Fleet

Replacement

30000

20240

12830

6750

---------

New Aircraft Business

---------

40000

33070

Stay in Service
Beginning
-2016

Projection
-2035

Source Airbus GMD2016