Commercial Aircraft Marketing to Carriers - Research Paper Example

?Commercial Aircraft Marketing to Carriers INTRODUCTION With the increasing trend of globalization, the world is becoming a much smaller place. Automobile industries are not the only one to flourish by a greater level, but also the aircraft industry has also been to be boomed in this competitive landscape. It has been apparently observed there lay immense number of airline companies presently in the global market. It is quite important for airline or aircraft manufacturer industry to maintain a better affiliation with different airline industries for the purpose of accomplishing their predetermined business targets by a greater level. Apart from increased level of globalization, the factor concerning gaining momentum of internationalization also made the business market much complex as well as competitive at large. It has been viewed that the organizations or the manufacturers adopt, execute as well as develop effectual marketing strategies with the motive of gaining certain significant benefits. These benefits might comprise raising market share, enhancing overall productivity along with profitability, attaining superior competitive position and most significantly retaining their potential customers (Mark 1-7). DISCUSSION The different marketing techniques and processes that adopt, implement and develop by dissimilar organizations ultimately help them to avail various significant benefits. These benefits might embrace generating greater customer value, enhancing value especially of the shareholders and attaining maximum profitable growth among others. With this concern, a few of the most common marketing techniques and procedures used by aircraft manufacturers to market their aircraft to potential airline customers have been described hereunder. Fleet Planning Fleet planning has been viewed to be one of the main concerns for any aircraft manufacturer. This can be justified with reference to the fact that the increasing cost of fuel ultimately made the aircraft manufacturers to undertake fleet planning as one of the most marketing techniques. Proper implementation of marketing strategies plays a vital role here. It is to be stated that as the planning of purchasing new aircrafts consumes much time, it is quite important for the marketing department of any aircraft manufacturer to analyze the market demand and prepare a blue print of what is needed by its potential aircraft manufacturers. It has been apparently observed that the aircraft manufacturers often execute the aspect of fleet planning as one of the effective marketing techniques as well as procedures for the purpose of attracting along with retaining their potential customers in terms of panning their purchase of new aircrafts efficiently (Avjobs.Inc., “Airline Economics”). Technology Development In terms of technological development, it has been apparently observed that major aircraft manufacturers often engages in introducing, executing as well as developing pioneering technologies in order to market their aircrafts to different potential airline customers. The formation of the new technologies along with the pioneering production plants has eventually supported the aircraft manufacturers to attain their respective predetermined business targets. Apart from marketing the products i.e. the aircrafts, the aircraft manufactures are often viewed to develop innovative technologies for the purpose of lessening operational costs along with overheads by a considerable level. This ultimately supports them to attain superior competitive position in the respective industry. Relating to this significant aspect of technology development, the aircraft manufacturers have been viewed to be manufacturing numerous aircrafts that possesses greater operational effectiveness as well as superior performance levels in order to market those to their respective potential customers by a significant level. It is worth mentioning that the technological development or the technological innovations not only supported the different aircraft manufacturers towards conducting efficient marketing to their potential customers, but also it helped them to comply with the altering demands and desires of the industry. The development of pioneering technologies would support the aircraft manufacturers towards efficiently market their aircrafts to potential customers by generating greater value to the consumers, raising the quality of the aircrafts, attracting along with retaining the existing customer base and accomplishing superior competitive position over chief business market participants (Morrison, Sgouridis and Hansman 1-33). Growth Strategy This particular strategy i.e. growth strategy can also be viewed as the other major marketing technique and procedure which is used by aircraft manufacturers to market their respective aircrafts to potential airline customers. In this similar context, it has been apparently observed that the aircraft manufacturers conduct periodic market surveys as well as researches with their potential customers or clients and the passengers. This particular aspect of growth strategy largely supports the aircraft manufacturers to gain better knowledge or understanding about new product conceptions and also to evade any sort of defect. Furthermore, it has been argued that within the circumstance of growth strategy, the aircraft manufacturers often desires to forecast their intended target business segments, customers’ proposition, competitive landscape and product positioning among others. This vital facet of growth strategy eventually supports the aircraft manufacturers to effectively market their respective aircrafts to the potential airline customers by a considerable level (L.E.K. Consulting, “Growth Strategy for Global Aircraft Manufacturer Turns Company Around”). Price Positioning The significant concern of price positioning can also be considered as the other important marketing technique and procedure which is often being used by different aircraft manufacturers to market their aircrafts to potential airline customers. In this respect, it has been viewed that the aircraft manufacturers often evaluates the prices of the aircrafts of its major competitors and acts accordingly. In terms of the strategy concerning price positioning, a few of the major aircraft manufacturers like Airbus took the initiative of making their respective products quite low and serve better quality service to their clients. In this regard, the aircraft manufacturers strongly believed that by executing this particular strategy i.e. price positioning, they can efficiently market their aircrafts to potential airline customers at large. It has been viewed that most of the major aircraft manufacturers like Airbus prioritizes this significant concern of price positioning owing to the reason that this particular strategy duly affects the factors present in marketing mix like promotion, product facets and channel decisions among others by a greater level. Moreover, another reason for the aircraft manufacturers to emphasize more upon executing the strategy concerning price positioning is that the price of the products i.e. the aircrafts impose extensive impact upon the buying behavior of the customers at large (L.E.K. Consulting, “Growth Strategy for Global Aircraft Manufacturer Turns Company Around”). Product Innovation Product innovation can be regarded as an important aspect for a company’s survival. It has been viewed that the aircraft manufacturers are paying much attention towards adopting, executing as well as developing effective strategies concerning innovating their respective products or services with the intention of attracting as well as retaining their potential airline customers by a greater level. It is worth mentioning that the investments made by the airline manufacturers towards innovating their respective product offerings like the aircraft eventually shown a positive effect on their profit margins. The impact of product innovation technology in the marketing strategy has not only helped the aircraft manufacturers to introduce new flights but also assisted them to manufacture aircrafts according to the needs along with the preferences of their clients. The decisive aspect of product innovation can support the aircraft manufacturers to market their aircrafts to potential customers in terms of delivering greater competitive advantage to the aircraft manufacturers and most significantly determining greater success in future (L.E.K. Consulting, “Growth Strategy for Global Aircraft Manufacturer Turns Company Around”). Improving Environmental Performance The enhancement in environmental performance is also regarded as the other imperative marketing technique as well as procedure which is frequently used by different aircraft manufacturers to market their respective aircrafts to potential airline customers. It has been apparently observed in this similar concern that in order to enhance environmental performance, the aircraft manufacturers are endeavoring towards lessening fuel consumption and most significantly diminishing emissions resulting from greenhouse gases. Moreover, with the intention of efficiently marketing aircrafts to the potential customers, the aircraft manufacturers have been viewed to impose significant impact upon the environment by immensely focusing upon supporting growth relating to aircraft traffic and executing substitute fuel-value chains (Airbus, “Improving environmental performance”) CONCLUSION From the overall analysis, it can be affirmed that marketing techniques along with procedures are often viewed to be the imperative aspects of an organizations’ life cycle. The main importance of implementing a proper and an effectual marketing strategy is to deliver active support to an organization towards fulfilling its expected business targets by a greater level. With this concern, it has been viewed that the aircraft manufacturers also uses certain significant marketing techniques along with procedures in order to market their respective aircrafts to potential customers. In this respect, the marketing techniques as well as the procedures that used by the aircraft manufacturers have been viewed to be product innovation, technological development, effective fleet planning, and enhancing environmental performance among others. The aircraft manufacturers strongly believes that with proper and effective adoption as well as exploitation of the aforesaid marketing techniques, they can successfully market their products to their respective potential customers by a considerable level. Thus, it can be concluded that the aforementioned marketing techniques and procedures can support the different aircraft manufacturers towards attaining greater competitive position and most vitally to sustain in this competitive landscape. Works Cited “Airlines Economics”. Characteristics. Avjobs, Inc., 2013. Web. 12 Jun. 2013. . “Growth Strategy for Global Aircraft Manufacturer Turns Company Around”. Approach and Recommendations. L.E.K. Consulting, 2013. Web. 13 Jun. 2013. < http://www.lek.com/case-studies/growth-strategy-global-aircraft-manufacturer-turns-company-around>. “Improving environmental performance”. Innovation. Airbus, 2013.Web. 12 Jun. 2013. . Mark, D. Pierce. “Transactions Gone Bad: Litigation between Buyers and Sellers of Aircraft”. National Business Aviation Association (n.d.): 1-7. Print. Morrison, James, K. D., Sgouridis, Sgouris and Hansman, R. John. Game Theory Analysis of Aircraft Manufacturer Innovation Strategies In The Face Of Increasing Airline Fuel Costs. ICAT (2011): 1-133. Print. Read More