The Airbus company

Extraits

[...] updated_doc\logo\logo.png Airbus Fast Facts Airbus S.A.S. first established in 1970 Headquarters : Toulouse, France (since 1974) Turnover in 2005 : approx. € 22.3 billion President & CEO : Gustav Humbert Number of employees : almost 53,000 updated_doc\logo\logo.png II. Framework analysis updated_doc\logo\logo.png Political Although a merger between a French, Spanish and German company, has to follow French regulations WTO regulations: conflicts with Boeing regarding governmental aid updated_doc\logo\logo.png Environmental Protection laws: Kyoto protocol European LIFE(instrument financier pour l'environnement) environmental program ISO 14001 certification (energy consumption). [...]

[...] High speed train Real-time teleconferencing But the main opponent is another airframe designer and manufacturer : Boeing updated_doc\logo\logo.png History of the Airbus-Boeing war Boeing was the unchallenged leader since 1916 (date of its creation) : Airbus enters the market of the long and average mail (A300/A320) fast-growing success : 30% of market shares. Boeing strikes back with an extremely aggressive marketing. 90s : Airbus aims at higher planes (A340). updated_doc\logo\logo.png Current situation updated_doc\logo\logo.png Current situation Boeing is still a bigger firm (graph). In terms of orders, advantage of Airbus for the 5th year now. [...]

[...] Boeing's response : i. counter Airbus on the market of big planes with a 747 “Advanced” ii.[main project] take the average mail market back with the 7E7 Dreamliner, a fast short-polluting aircraft (2008). updated_doc\logo\logo.png Analysis of their strategy Boeing and Airbus have a completely different view of the market. We can see it with the future opposition A380 vs 7E7 : Airbus bets on “hubs” (huge international airports) Boeing works on direct “town-to-town” flights updated_doc\logo\logo.png Explanation Airbus thinks airlines will need bigger planes to handle more traffic. [...]

[...] From 4 national European companies to a single fully integrated company ‘Airbus' updated_doc\logo\logo.png History of Airbus SAS : the first steps Airbus began with a bold decision to challenge American domination of the skies : creation of a consortium of France's Aerospatiale and Deutsche Airbus 1972 : Spain's CASA joined the consortium 1979 : British Aerospace joined Airbus Industry. updated_doc\logo\logo.png History of Airbus : a great evolution in 2001 In 2001, Airbus became a single fully integrated company. The European Aeronautic Defence and Space Company (EADS) acquired 80 per cent of the shares and BAE SYSTEMS, the successor to British Aerospace per cent. updated_doc\logo\logo.pngNuage airbus.jpg History of Airbus : the competition with Boeing In 2004, the company had overtaken its main rival by delivering more aircraft and by securing more orders. Why ? [...]

[...] Boeing expects airlines to accommodate growth by flying more routes with slightly smaller planes. We'll need at least 10 years to see who will win this war updated_doc\logo\logo.png IV. Strengths, weaknesses, opportunities and threats updated_doc\logo\logo.png Strengths Technological skills Leading brands Distribution channels Quality Specialist offerings Market leading position updated_doc\logo\logo.png Weaknesses Reduction in civil order A 380 development Cost of R&D updated_doc\logo\logo.png Opportunities Unmanned aerial vehicles Low cost companies The come back of investment ( renewing fleet) The growth of the Asian Market updated_doc\logo\logo.png Threats Continued airline struggle Price of oil Government intervention on security, Environment, competition Instable environment ( Middle East, Iraq, Palestine) Pricing pressure Rapid technological development American Competition updated_doc\logo\logo.png Strategic Choice Airbus must change their organization culture and structure in order to maintain and build on its worldwide dominant position as a major producer of commercial jet aircraft. [...]