Airbus Marketing Plan

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Marketing Plan Sample

Félina FLAM Maxime FONTAINE Anne ULRICH

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Company profile - AIRBUS
• Founded in 1970 • Headquarter in Toulouse • One of the world‘s leading manufacturer of aircrafts • Subsidiary of EADS, a European airspace company

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Marketing Plan - Agenda

1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success

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Marketing Plan - Agenda

1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success

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Strategic analysis
1.1 Business Trend

Aviation is an important element in today’s world and influenced by social and economic development.

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à Annex A

Strategic analysis
1.2 Market analysis
Airbus aircraft manufacturing is acting basically on two markets:

Civil Aircraft

Military Aircraft

1.3 Competition
• Duopoly Market with Boeing as competitor • Future menace by Asian and Canadian companies 4
à Annex B, Annex F

Strategic analysis
1.4 Market Segmentation (by needs)
– Business to Business – Consumer
• Frequently purchases for service fleet for airlines like Air France, Lufthansa, Emirates • Supply of Military Aircraft with U.S. Army as the most demanding customer • Unique purchases by private persons

– Potential customer in the Low-Cost-Carrier segment
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à Annex F

Strategic analysis
1.5 Marketing Mix
Marketing Offer

Marketing Promotion à The most important elements for Airbus are Direct Marketing and Physical Features
à Annex C

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Strategic analysis
1.6 Analysis of the Situation
Present – A product of high quality, safety and comfort is the reason for Airbus’ market leading position (USP) – High R&D Costs to keep a high technological standard Future – New markets in Asia à Risk for new competitors – Increasing price of oil

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à Annex D à Positioning in Annex E

Strategic analysis
1.7 Source of Information
• www.airbus.com • Contact persons:
– Questionnaire:
• Louis FARAUT (Airbus CE Customer Support, Retrofit manager) • Eric RODET (Airbus Customer Service, Retrofit team)

– Telephone interview:
• Sarah FRIEDRICH ( Airbus Procurement SC improvement) • Katharina SCHLÜTER (Lufthansa Technik Logistik, Key Account Manager) 8
à Annex F, Annex N

Marketing Plan - Agenda

1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success

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Achievable Marketing Objectives for 2010
2.1 Marketing Strategy
– In 2010 Airbus will open an Overhaul Service Center for the aircraft type A 380 in Toulouse – The Overhaul Service Center will offer: »IL Check (after 15.000 flight hours) »D Check (after 30.000 flight hours)

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à Annex G

Achievable Marketing Objectives for 2010
2.2 Desired Market Segmentation (by loyalty/needs)
– Service for current clients without own overhaul possibilities – Attracting interest of new customers through this additional offer – Only for Civil Aircraft, no proposition for Military clients

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Achievable Marketing Objectives for 2010

Additional Elements

à Increasing the focus on Quality of Service
à Annex C

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Achievable Marketing Objectives for 2010
2.4 Marketing Objectives
– Using of existing technical Know-How – Overhaul Service helps to keep the former clients – Better image for the company (better safety) – New advantages compared to Boeing – Joint Venture with Chinese company to enter the Chinese market 12

Achievable Marketing Objectives for 2010
2.5 Position
• with the new Overhaul Service for A 380 Airbus will be the first provider in this section • Airbus’ Image will rise because of the new offer

2.6 Yearly Sales Forecast for 2010
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Number of Aircrafts

x

2.350.000€
Cost of IL-Check

=

23.500.000€
Sales Forecast 2010

à Increasing Sales in the following...
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