Marketing Audit for Boeing

History of the 787 Dreamliner

* Started assembly in 2006.

* Designed due to declining air travel after the attacks on September 11, 2001.

* Increase fuel costs

The 787’s Features

The 787’s Features

The 787’s Production Process

Boeings new streamlined production process.

The Macroenvironment

* Global population growth in developing countries.

* Increase in average life expectancy in western civilization.

* Increase of disposable income in developing countries.

The Macroenvironment

* World Trade Organization (WTO) litigation between U.S. and Europe

* Response to customer wants and needs

* Energy and material conservation

* Increasing world wide demand for commercial airlines.

The Macroenvironment