Airbus Analysis Essay

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Strategic Management

Airbus Analysis

Executive Summary

The goal of the following report is to provide a detailed analysis of Airbus using the following analytical tools: PESTEL, Stakeholder, SWOT, Porters Five Forces, VRINE, and Porters model of competitive advantage. In this report I will describe how each analysis supports the decisions of Airbus and helps identify any problems or issues facing Airbus based on the outcome of each analysis. This report will show that the analytical tools used will support Airbus’s direction and their growth in the aerospace industry, and their mission of competing against Boeing for more global market share.

Introduction

Airbus was created as an
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Airbus was the first to produce passenger jets that had fly by wire, standardized two man cockpits, six-cathode ray tube displays replacing dials, and The A300 becomes the first aircraft to be equipped with the Cat IIIA autoland system, allowing the aircraft to land in very poor visibility (Airbus.com)
Weakness
Weaknesses that Airbus has, is that due to their structure, and having a multi country consortium, they were slow to make decisions. In the 1980’s Airbus experienced difficulties in financing the A-320 project, since all the Airbus partner governments had not approved the program (Carpenter, M. A., & Sanders pg. 613). Airbus was slow in its decision making process because the partners of the consortium tried to safeguard its own interests rather than make decisions that would benefit them as a whole (Carpenter, M. A., & Sanders pg. 613).
Opportunities
With Airbus continuing to gain market share on Boeing, some available opportunities that are not mentioned in the case study is an expansion into military production. Boeing was the leader of military aircrafts and this would be an open opportunity for Airbus. Airbus eventually entered into the military production in December 2000 with orders for the German Air force. Airbus has the opportunity as well to take the lead on green initiatives, as the world grows ever more concerned about the environment.

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