The Boeing Company :: PEST SWOT marketing strategy

CONTENTS1. caller OVERVIEWp.3 to 4Companys vision, mission statement and objectives Visionp.3Boeing- Airbus market share ..p.42.SITUATION ANALYSIS.p. 5 to 10PEST analysis..p.5SWOT analysis p.7Boeing Corporate Culture...p.103.THE BOEING COMPANY MARKETING POLICYp.11 to 30Segmentation....p.11Boeings Positioning and Targeting strategy..p.12Buyer behaviour......p.15Pricing strategy in the Boeing-Airbus duopoly . p.16Analysis of Major Customers...p.18Description of Products and Services...p.20The life cycle of Boeings commercial airplanesp.23Boeings dialogue Policy.p.24Public Relations ..p.27Distribution policy...p.284.PROCUREMENT AND SUPPLY CHAIN MANAGEMENT .p.31 to 34Brief overview of Boeings procurement activity ...p.31e-procurement ..p.32Recommendations....p.345. equivalence WITH AIRBUS .p.35 to 37Airbus S.A.S brief overview ..p.35Reasons behind the Duopoly ...p.35Comparison of both Boeing and Airbus strategies.....p.36Latest commercial disputes ..p.366.ATTACK AND DEFEND STRATEGIES . p.38Attack strategy ..p.38Defend strategy .....p.387.RECOMMENDATIONS .p.398.APPENDIXES.p.41 to 451.COMPANY OVERVIEWCompanys vision, mission statement and objectives VisionVisionPeople working together as one global company for aerospace leadershipBoeing- The prospective of flight.MissionTo be the number one aerospace company in the world and among the premier industrial concerns in terms of quality, profitability and growthObjectivesTo achieve the above goals and fulfil Boeings mission, the following objectives will guide companyContinuous improvements in quality of products and processesOur committedness to steady, long-term improvement in our products and processes is the cornerstone of our contrast strategy. To achieve this objective, we must work to endlessly improve the overall quality of our design, manufacturing, administrative, and support organizations.A highly skilled and motivated workforceOur most weighty resource is our human resource the people who design and bui ld our products and service our customers. Given the right combination of skills, training, communications, environment, and leadership, we believe our employees will achieve the needed gains in productivity and quality to meet our goals.Capable and focused management To employ our technical and human resources with optimum efficiency, we must ensure that managers are carefully selected, appropriately trained, and work together to achieve our long-range goals.Technical excellenceIn a world of fast-challenging technology, we can only remain competitive by continuously refining and expanding our technical capability.Financial strengthThe high-risk, cyclical nature of our business demands a strong financial base. We must retain the capital resources to meet our true commitments and make substantial investments to develop new products and new technology for the future. This objective also requires contingency planning and control to ensure the company is not overextended should a seve re economic downturn occur the plan period.Commitment to integrityIntegrity, in the broadest sense, must pervade our actions in all relationships, including those with our customers, suppliers, and each other. This is a commitment to uncompromising values and conduct.