Bombardier: Risk and International Management

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INDEX

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INTRODUCTION…………………………………………………………………..…P.4 HISTORY………………………………………………………………………….…...P.5 STRATEGY AND MARKETS…………………………………………………….….P.6 3.1 3.2 Bombardier Aerospace………………………………………………………….P.6 Bombardier Transportation…………………………………………………….P.8

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FINANCIAL RISK ANALYSIS……………………………………………………..P.13 4.1 4.2 4.3 4.4 4.5 Key financial figures…………………………………………………………...P.13 Risks and uncertainties………………………………………………………..P.15 Bombardier overall financial results analysis of 2012………………………P.16 Bombardier Aerospace financial results analysis of 2012…………………..P.17 Bombardier Transportation financial results of 2012………………………P.18

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SWOT ANALYSIS…………………………………………………………………..P.19 5.1 5.2 5.3 Bombardier overall……………………………………………………………P.19 Bombardier Aerospace……………………………………………………...…P.20 Bombardier Transportation………………………………………………...…P.21

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CONCLUSION…………………………………………………………………….…P.23 REFERENCES…………………………………………………………………….…P.24

Business strategy and International Management

Felicia Cote-Floyd |4

1.

INTRODUCTION

When you think about Bombardier, you think of a company that is the leader in the market in which it operates. Today, the company controls two industry-leading businesses which are Bombardier Aerospace and Bombardier Transportation. They have groundbreaking products that range from commercial aircrafts, business jets, rail transportation equipment, systems and services. Its headquarters are in Montreal, Quebec, Canada. Bombardier and their shares are operated on the Toronto Stock Exchange (BBD) and they are listed on the Dow Jones Sustainability World and North America indexes. Bombardier Inc. set strong priorities for international growth. They are constantly increasing their presence in growing economies and that lets them capture opportunities, generate cost advantages and reinforce their worldwide leadership and competitiveness.

Over the last decade, Bombardier Inc. learned a great deal about the commercial thoroughness which they needed to deliver intricate global projects and compete in a regularly ever-changing worldwide marketplace. Bombardier Inc. has a workforce in 60 countries around the world and generates both direct and indirect commercial benefits. This includes managing a worldwide supply chain in two industries, with providers in over 68 countries in Transportation and over 49 countries in Aerospace.

Business strategy and International Management

Felicia Cote-Floyd |5

In 2011, Bombardier Inc. ranked #1 worldwide in business jets, #1 in turboprop aircraft deliveries and #1 worldwide in many rail transportation divisions, making them the rail industry’s worldwide frontrunner.

2.

HISTORY

Bombardier Limited was founded in 1942 by Joseph-Armand Bombardier, the inventor of the snowmobile. Is main ambition was that he wanted people to be as comfortable to travel during winter as during other seasons in Canada. Developing, engineering and retailing transportation and recreation products globally, including Ski-Doo snowmobiles, Bombardier is also involved in heat-transfer products, aerospace components and engines. They also participated in building snowmobiles that were made for World War II. The company mainly operates plants in Quebec, Austria, Iceland, Belgium, France, the UK, Finland, Mexico, Germany, Czech Republic, Switzerland and the US. In January 1999, it already had annual sales of $11.6 billion, assets of $14.2 billion and over 53 000 employees. Its major shareholder, Les entreprises de J. Armand Bombardier Limitée, owns 63% of the business and more than 80% of incomes come from markets outside Canada. In August 1986, Bombardier was successful in taking over Canadair LTD, the disturbed aircraft company, for $120 million and in April 1990, Bombardier acquired the insolvent Lear Jet Corp. They then took over half of De Havilland in March 1992, obtaining the balance in 1997. These resources were merged in a new aerospace division and Bombardier became the...
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