The Boeing Company Marketing Policy

CONTENTS

1. COMPANY OVERVIEW………………………………………………p.3 to 4

Company’s vision, mission statement and objectives Vision……………p.3

Boeing- Airbus market share …………………………………………………..p.4

2. SITUATION ANALYSIS…………………………………………….p. 5 to 10

PEST analysis…………………………………………………………………..…p.5

SWOT analysis ……………………………………………………………………p.7

Boeing Corporate Culture………………..………………………………….…p.10

3. THE BOEING COMPANY MARKETING POLICY………………p.11 to 30

Segmentation…………………………………………………………………..…..p.11

Boeing’s Positioning and Targeting Strategy………………………….…….p.12

Buyer behaviour……………………………………………………………..…....p.15

Pricing strategy in the Boeing-Airbus duopoly ……………………………. p.16

Analysis of Major Customers………………………………………………..….p.18

Description of Products and Services………………………………….……..p.20

The life cycle of Boeing’s commercial airplanes……………………………p.23

Boeing’s Communication Policy……………………………………………….p.24

Public Relations …………………………………………………………….…….p.27

Distribution policy………………………………………………………………...p.28

4. PROCUREMENT AND SUPPLY CHAIN MANAGEMENT …….p.31 to 34

Brief overview of Boeing’s procurement activity ………………………..….p.31

e-procurement ………………………………………………………………..……p.32

Recommendations……………………………………………………………..…..p.34

5. COMPARISON WITH AIRBUS ……………………………….……p.35 to 37

Airbus S.A.S brief overview ………………………………………………….….p.35

Reasons behind the Duopoly ……………………………………………….…..p.35

Comparison of both Boeing and Airbus strategies……………………….....p.36

Latest commercial disputes …………………………………………………..…p.36

6. ATTACK AND DEFEND STRATEGIES …………………………….……p.38

Attack strategy ……………………………………………………………….….…p.38

Defend strategy ………………………………………………………………….....p.38

7. RECOMMENDATIONS ………………………………………………….…p.39

8. APPENDIXES………………………………………………………….p.41 to 45

1. COMPANY OVERVIEW

Company’s vision, mission statement and objectives Vision

Vision

People working together as one global company for aerospace leadership