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Essay / Research Paper Abstract
A 24 page paper providing a marketing audit of Boeing's commercial aircraft business. Boeing's market currently is in upheaval in many respects as four major US airlines are operating under Chapter 11 bankruptcy protection and those that are not are facing excruciating pressures. The US market is in transition, but much opportunity exists in other parts of the world as the US market settles out. The paper examines environmental, economic, political and other factors affecting Boeing’s industry, as well as the marketing mix, strategies, sales efforts and marketing information. Much of the success of its 777 and 787 models will depend on the airline industry regaining health. The US economy continues to strengthen, and as it does, air travel is likely to increase, and airlines in other parts of the world appear to be in better financial health. All of this will positively contribute to Boeing's success with both its foundation products and its new ones. Bibliography lists 10 sources.
Page Count:
24 pages (~225 words per page)
File: CC6_KSmktgAudBoe2.rtf
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Unformatted sample text from the term paper:
market currently is in upheaval in many respects as four major US airlines are operating under Chapter 11 bankruptcy protection and those that are not are facing excruciating pressures.
The US market is in transition, but much opportunity exists in other parts of the world as the US market settles out. * Environmental conditions are improving, particularly economically.
The airline industry can be expected to grow in terms of flights if not in terms of competitors, particularly internationally. * The 737 continues to be the backbone product of
the company and collectively the most popular of all product families. * The 787s greater fuel efficiency contributes to customers profitability and makes a point with those concerned about the
environment. * The 777 provides a high-capacity, long-range aircraft for those airlines requiring that type of equipment. * There appears to be no ready substitute for the 787. Airbus
is retrofitting an older model to compete, but that retrofit will not be able to match operational efficiencies. * The marketing mix appears to be sufficient for the present.
Recommended action at this point is to continue to work closely with customers to recommend Boeing products that best meet customers needs. Boeing
needs to capitalize on its first-mover advantage with the 787, gaining commitments - and deposits - on as many units as possible before the competition is able to offer a
similar product. Table of Contents Executive Summary 1 Environmental Aspects 3 Economics 4 Demographics 4 Markets 4
Culture 4 Politics 4 Technology 4 Interchangeability 4 Customers 4 Competition 4 Direct Stakeholders 4 Marketing 4 Objectives 4 Strategies 4 Tactics 4 4 Ps 4 Product 4 Price 4 Place 4 Promotion 4 Organization 4 Sales 4 Marketing Information Systems 4 Conclusion 4 Environmental Aspects
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