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
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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