Industry Analysis Case Study

Case Title:

Boeing and Airbus: The Asian Challenge

Abstract:

Asia had always been a large, potential market for the two giants in the aviation industry, the American Boeing Corporation and the European Airbus Industries. The opening out of the third world to foreign investment with the advent of globalisation saw competition intensify between Boeing and Airbus to lead the Asian market.

Dominating this market was imperative for both the major players in order to achieve the top rank in the aviation sector. In their bid to become the leading aircraft manufacturer in the world, both companies had introduced new products on a global scale, Airbus the A380 ‘Double-decker’ and Boeing the 787 ‘Dreamliner’.

The case traces the background of Boeing and Airbus, some of the models flown and discusses the scope for penetration and consolidation in the Asia-Pacific region with special reference to the markets in China, Japan, India and Singapore.

Pedagogical Objectives:

• The need to cover and service emerging markets in order to attain the number one rank in the aviation industry.

Keywords : Boeing; Airbus Industries; 787 Dreamliner; A380; Market leadership; Asia-Pacific; Airlines; Air India; Management strategy; Industry Analysis Case Study; Singapore Airlines; Air China; Japan Airlines; Business rivalry; Marketing; Strategies