The Boeing Marketing Company

However, the global aspect on the market also includes critical competition for Boeing from a European competitor, Airbus. Supported by the French and German governments in addition to by the European Union as a whole, Airbus sells on the same customers-leasing companies and airlines-as Boeing. The result is a very competitive industry with only 2 companies and intense competition for every sale ("Airbus Jets," 2008).

Boeing manufactures aircraft for civilian and military use, and its generally recognized merchandise include the long-range B747 and B777 and the short-range B737. These aircraft are usually sold to airlines directly, with delivery taking place quite a few many years right after the very first order is placed. Similar to automobiles, but on the a lot larger scale, consumers can customize their specific design of aircraft to meet their needs. For example, some airlines may want longer leg room or bigger firm class areas though other airlines may perhaps want an extensive in-flight entertainment system. Boeing doesn't manufacture all the parts that go into an airplane itself, however. Seats, galleys, avionics, in-flight entertainment as well as other major components are created by hundreds of outside companies. Boeing-and Airbus-serve as integrators and provide the final assembly line wherever these hundreds of components come together ("Backgrounder," 2007).

The promotional strategy that Boeing follows is based on big part over a nature of the product. Airplanes are created to-order, and their sheer size makes it impossible for getting a "showroom" of aircraft. Boeing depends on air shows in which airlines gather once or twice a year to "shop" for new aircraft. Along with airlines, Boeing also sells to leasing corporations that will modify aircraft to meet the short-term requirements of airlines. The procurement method is really a lengthy 1 for most airlines simply because aircraft represent a important capital investment. Generally, the airlines will difficulty RFPs (request for proposals) that outline their requirements in an aircraft. Boeing also problems a catalog detailing which products-galleys, for example-have been approved to your specific aircraft type.

Airlines tend being repeat customers, and will always split their fleets in between Airbus and Boeing so that they're not dependent on 1 manufacturer. As a result, customer relations management is an essential component of Boeing's activities, as is ensuring that items are delivered on-time and within budget.

 

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