Bombardier Case Study

In the FTA, all tariffs on goods crossing the border were removed, and at the same time, opened Canada to U.S investment and vice versa. As suspected, the free trade issue was highly controversial among Canadians. Some Canadian businesses could not compete against U.S corporations, for these corporations were able to flood

There are two global companies that manufacture light jets and have a global presence; they are Cessna (owned by Textron Aviation, USA) and Learjet (owned by Bombardier Industries, Canada).

As a manufacturer of transportation equipment, Bombardier is well positioned in the aerospace and transportation segments to capture long-term market opportunities in Business Aircraft, Commercial Aircraft, and Aerostructures and Engineering Services (Bombardier Inc., 2014). These opportunities are expected to continue to rise due to accelerating urbanization and the rising need for mobility (United Nations, 2014). Furthermore, the state of the world economy and those of individual countries are key factors in the demand of air travel.

The main/direct competitors of the Company are Airbus, and Bombardier. Both companies are in the aerospace industry, they also offer products of high quality. Bombardier is a small competitor to the Company because of its biggest commercial plane being the CS300 with a capacity of 135 passengers. Instead, the Company smallest commercial plane is the 737 with a capacity of 172 passengers. This fact makes the Company much efficient in commercial travel.

In these two schematic representations we can see that the biggest business group of Bombardier is the Aerospace group with a revenue of $8 126 M during for year 2000. As Bombardier is the number one or two globally in the aerospace industry, depending on which under group you are looking at, Bombardier is considered to have a high competitive advantage. The industry attractiveness is rather high, as it is a global industry with a turnover of many billions dollars, but also with a high growth of about 5 % per year.

The North American Free Trade Agreement (NAFTA) is a treaty between Canada, Mexico, and the

The position of the business is an integral component to its success as the location can either make or break the business.

Apart from the free trade alliances with the U.S, Canada is also seen to possess agreements such as TPP (Trans-Pacific Partnership) and CETA (Canada-EU Comprehensive Economic and Trade Agreement). These trade agreements have facilitated creating strategic alliances with a number of nations such as Japan, Malaysia, Vietnam and Australia. Additionally strategic alliances have also been facilitated with many European nations19. Apart from reduction in tariff rates, trade of services, intellectual property and investments have become much more regulated and transparent. Expansion into Canada would therefore enable the companies to take advantage of such free trade agreements and develop alliances globally20. Since such trade alliances have strengthened the economy, infrastructural development in the nation has been quite rapid. Ease in business operations has therefore been facilitated. Additionally, access of new foreign markets have also become easy12.

Overview Bombardier Aerospace is a division of Bombardier Inc. and the third largest global airplane manufacturer after Boeing and Airbus. Its headquarters are in Quebec, Canada, and with 33,600 employees is poised to become a major player in helping the developing world acquire aircraft. The C-Series is a family of narrow-body, twin-engine, medium range jet liners which, despite some challenges in orders, remains a committed product line. It is designed for the 100-150 seat market, which is about 20,000 aircraft globally and represents about $250 billion in revenue over the next few decades. One interesting fact about the C-Series is that it is truly global in components and supply, sourcing from manufacturers in China, Italy, The Netherlands, France, the United States, and Great Britain (Change is in the Air, 2012).

The North American Free Trade Agreement also referred to as NAFTA produced results on January 1, 1994. A trade agreement was made between each of the three of nations of North America. The United States, Canada, and Mexico. The Canadian Prime Minister, Brian Mulroney, the Mexican President, Carlos Salinas de Gortari, and previous U.S. President George H. Shrub initiated the agreement. Connections between the nations were at that point on great terms, particularly between The United States and Canada. Five years before NAFTA became effective they marked the Canada-U.S. Free Trade Agreement that wiped out all tarrifs. It was just time before a more coordinated agreement was applied for all of North America. The geographic area and the

Westjet Airlines has achieved considerable success in the past few years, winning estimable rewards related to its service, gaining loyal customers and, of course, increasing market shares. It devotes to a “high-value, low-fare airline” which provides humanized services to customers. Another pride of Westjet is its IT, which designs all systems in-house and is operated based on the business demands.

The announcement of an outdated CRJ1000 instead of the highly anticipated CSeries came to a shock to analysts and shareholders. It has now become unclear to investors what Bombardier’s future strategy will be within the aerospace industry.

On January 1, 1994, the nations of the United States, Canada, and Mexico entered into a three-way partnership to supposedly lift trade barriers and improve production in all three countries. This is called the North American Free Trade Agreement (NAFTA). However, the effect was generally ruinous for southern Mexico. Trans-national corporations from Europe, Asia, and especially North America invested heavily in closing down factories inside their nations (primarily for environmental and labor costs) and establishing new ones, almost all of which

Place – Place is also very important in the terms of business because before opening the business they should consider the location properly that are they targeting the proper market according to their business. Place must be easy accessible for customers, suppliers etc.

The company has to decide between the two locations based on their virtues, availability and higher margin of profit.