Boeing 787:the Dreamliner

2148 WordsMay 5, 20119 Pages
In the 21st century, any company whose ultimate goal is to achieve leadership within its industry, it is necessary that they think beyond their domestic market and consider global markets instead. By doing this, they need to be able to change or implement their strategy in order to stay as competitive as they were before, form alliances and partners along the way and outperform the competition. For Boeing, trying to become the global leader in its industry again meant that they needed to launch an exceptional, better aircraft than their competition, Airbus. They were also relying on foreign partners more than ever before to get every part ready in time for assembly. With the launch of their 25th model named the 787 Dreamliner, scheduled…show more content…
For instance, Nippon Airways was the first launch customer ordering 50 Boeing 787’s followed by 60 more orders from Chinese Airlines. With a successful launch of the 787, not only will they be able to regain industry leadership but also outperform Airbus’s A380 model. Boeing was hit negatively by some economic issues that could have slowed them down in achieving their goal for regaining leadership in the industry. As their traditional airline customers were facing economic hardships due to high fuel and labor costs, union strife, very high prices of airplanes and competitive pricing across the industry, it all affected Boeing directly as well. Most if not all of these factors were outside of Boeing’s control. Gas prices were not going any lower and regional, cheaper and Boeing’s customer concerns were that the 20% fuel reduction should be the minimum requirement rather than a stretch goal. Also, efficient airlines such as JetBlue and Virgin America were emerging with their Airbus models. Not only were these airlines big threats for the main airlines such as United, American and Delta, they were, in one way or another, affecting Boeing as a whole. In the political aspect of things, Boeing accused Airbus of receiving $15 billion dollars for launch aid which backfired due to Airbus’s response that Boeing is no innocent in receiving tax breaks and money from the American Defense
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