Business Case Studies, Restructuring / Turnaround Strategies Case Study, Boeing: Back on the Track

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Case Title:

Boeing: Back on the Track?

Publication Year : 2007

Authors: Bharathi S Gopal

Industry: Aircrafts and Ship Building

Region:US Europe

Case Code: RTS0146B

Teaching Note: Available

Structured Assignment: Available

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Abstract:
The year 2006 had been a record-breaking year for Boeing Company which was also a year to remember as this accomplishment came after several setbacks since 2003 which resulted in Boeing losing its leadership to Airbus. The company received a record number of airplane orders, which surpassed that of its rival – Airbus. Industry observers felt that several factors led to Boeing’s success. One of the reasons cited was the management strife and other problems at Airbus. Other reasons that contributed to Boeing’s increase in orders included Boeing’s product strategy and increasing fuel prices which made Boeing’s fuel-efficient airplanes desirable. With a triumphant 2006, it remains to be seen if Boeing would regain its lost leadership and sustain the same.

Pedagogical Objectives:

  • The case deals with the growth strategies of Boeing company
  • The case analyses the challenges and problems encountered by Boeing
  • The case examines the competitive stand-off between Boeing and Airbus
  • The case analyses the different restructuring strategies of Boeing to combat its challenges
  • The case deals with the product strategy of Boeing
  • It analyses the various factors behind Boeing’s success
  • It analyses whether the events of the year 2006 would help Boeing lead the market.

Keywords : Boeing;Airbus; Dreamliner; B-787; Commercial Aircraft; Miltray Aircraft; Restructuring / Turnaround Strategies Case Study; US Air Force; McDonnell Douglas; Defense; Lockheed Martin; Pentagon; Plastic Composites; Air Freight; Tankers; FAA

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