Boeing's Marketing Strategy: Boeing Company

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Boeing was founded in 1916 in Seattle, Washington by William E. Boeing. The company is regarded as one of the world’s leading manufacturer of commercial and military aircrafts; it controls more than half of the passenger aircrafts’ market in addition to military jets and helicopters. The company also has other contributions in space technology and projectile systems (Amir, 2013). This report will analyze Boeing Company’s latest marketing strategy that the company has been dealing with for the past five years whilst the production of its much anticipated 787 aircraft. Throughout the report the aircraft will be referred to as the 787, the ’87, or the ‘Dreamliner’. Mainly, this failed strategy affected the company's negatively in terms of both sales and reputation. …show more content…

Boeing has been using the same batteries all along its product lines, and should have kept using it to inhibit from their mistake.
2- The outsourcing dilemma – the outsourcing strategy that Boeing has been following in the Dreamliner has been explained by James Allworth as “the most extensive outsourcing campaigns that Boeing has ever attempted in its history”. Boeing should have kept producing their aircrafts “under one roof” to avoid fatal design mistakes just like what happened in the ‘87 (Allworth, 2013).
3- Promised performance and delivery – As suggested by Thornton and Lawrence “Not only that the aircraft was delivered years behind schedule but also had structural errors due to its composite body that is vulnerable to corrosion”(Thornton,L, 2005). Boeing’s should run comprehensive tests for the newly used composite materials for durability as well as keep an on time

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