Boeing: Selling a Dream (liner)
1. Discuss the nature of the market structure and demand for the Dreamliner. What are the implications of this for Boeing and its customers?
The nature of the market structure and demand for the Dreamliner is most likely an oligopoly because there are only a few competitors in the marketplace. There were only two manufacturers and since there was not much competition, they Boeing did not feel the need to produce new designs.
The implication of the mentioned fact for Boeing and its customer was the 787 Dreamliner, which was the best plane in their category. Boeing only had one competitor and their product was nothing near the quality of the Dreamliner.
2. What examples of the major types of buying situations do you see in the case? Discuss the implications of each in terms of marketing strategy.
The major types of buying situations that we see in the case are those of straight rebuy, modified rebuy, and new task. The straight rebuy was a purchase were the customer buys the same goods in the same quantity from the same supplier. Modified rebuy is a buying situation were an individual buys goods that have been purchased previously but changes either the supplier or some other element of the previous order like the producers of luggage. New task is the entire project itself.
3. List the specific features of the Dreamliner. What customer benefits result from each?
The specific features of the Dreamliner are that it has more legroom, has lightening that auto adjust to different time zone shifts, there is higher cabin pressure and humidity, it has the largest-ever overhead storage bins, the Dreamliner also has 19-inch self-dimming windows, wireless internet and entertainment systems, the Boeing 787 Dreamliner brings to its category is flexibility and also, the cockpit of the 787 is also loaded with tech toys that will enhance safety and cut departure delays. Customer’s benefit through comfort and this is especially... [continues]
1. Discuss the nature of the market structure and demand for the Dreamliner. What are the implications of this for Boeing and its customers?
The nature of the market structure and demand for the Dreamliner is most likely an oligopoly because there are only a few competitors in the marketplace. There were only two manufacturers and since there was not much competition, they Boeing did not feel the need to produce new designs.
The implication of the mentioned fact for Boeing and its customer was the 787 Dreamliner, which was the best plane in their category. Boeing only had one competitor and their product was nothing near the quality of the Dreamliner.
2. What examples of the major types of buying situations do you see in the case? Discuss the implications of each in terms of marketing strategy.
The major types of buying situations that we see in the case are those of straight rebuy, modified rebuy, and new task. The straight rebuy was a purchase were the customer buys the same goods in the same quantity from the same supplier. Modified rebuy is a buying situation were an individual buys goods that have been purchased previously but changes either the supplier or some other element of the previous order like the producers of luggage. New task is the entire project itself.
3. List the specific features of the Dreamliner. What customer benefits result from each?
The specific features of the Dreamliner are that it has more legroom, has lightening that auto adjust to different time zone shifts, there is higher cabin pressure and humidity, it has the largest-ever overhead storage bins, the Dreamliner also has 19-inch self-dimming windows, wireless internet and entertainment systems, the Boeing 787 Dreamliner brings to its category is flexibility and also, the cockpit of the 787 is also loaded with tech toys that will enhance safety and cut departure delays. Customer’s benefit through comfort and this is especially... [continues]
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