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Published date
09/29/2010
Language
documents in English
Format
pdf
Type
case study
Pages
41 pages
Level
Advanced
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Airbus, A380 - Company profile

  1. Characteristics of airbus.
    1. Presentation of airbus.
    2. History.
    3. Market structure.
    4. Operations.
  2. Strategy.
    1. Strategy.
    2. Marketing.
    3. Competition.
  3. A 380.

Airbus is one of the world's leading suppliers of commercial aircraft. This 100-seater boasts a major portion of the market share of annual deliveries worldwide. Its market share has grown from 15% in 1990 to 52% in 2003. On December 31, 2003, its backlog of orders (1,454 aircraft) stood at 52% of total worldwide backlog. After accounting for cancellations, the net order intake for 2003 was 254 aircrafts. In 2003, the Airbus division of the European Aeronautic Defense and Space Company (EADS) earned revenues t the tune of 19 billion dollars, representing 61% of EADS total revenues. Based on deliveries in 2003, Airbus was the largest supplier of commercial aircraft in the world, surpassing its rival Boeing for the first time. Its journey from 1970 up to the end of December 31, 2003, has been fruitful. Airbus has received orders for 4,886 aircraft from 186 customers around the world. Several factors have contributed to the success of Airbus: its portfolio of modern aircraft, its consistent technological innovation, its stable pool of highly skilled employees and its concept of aircraft "families" that offer customers cost savings in crew training, maintenance and supply for their fleets of different sized Airbus aircraft. In addition, the Airbus management believes that the international composition of Airbus represents a competitive advantage in the global marketplace. The Airbus group is jointly owned by EADS (80%) and BAE SYSTEMS (20%). The Head of EADS Airbus Division acts as Airbus President and Chief Executive Officer, echoing the effective management control of EADS over its operations.

[...] But the Seattle-based company insist that it is right - and that the future of aviation lies in smaller aircraft capable of flying "point to point". To this end, Boeing has developed its 7E7 "Dreamliner" which has a capacity of just 250 but will fly further and faster than other aircraft. Japan's All Nippon Airways has ordered 80 of the aircraft with delivery from 2008. The twin-aisled Dreamliner uses a fifth less fuel 36 than conventional aircraft and is intended as a successor to Boeing's middle-range 757 and 767 jets. [...]


[...] Saluting the “dream made reality” that is the Airbus, he said: “Spain is very proud to be part of this event.” 30 FROM DREAM TO TAKE-OFF June 1994: Airbus begins engineering development of aircraft, known as A3XX July 2000: Emirates Airlines wants seven December 19: Airbus officially launches aircraft, called A380 January 2001: Federal Express in America wants ten of cargo version February 20: Airbus expands its plant in Hamburg for assembly of cabins. Assembly of aircraft takes place in Toulouse July 16, 2002: President Chirac lays first stone in Toulouse hangar June 15, 2003: Emirates increases its orders to 45 A380s July Airbus plant in Broughton, Wales, opens. [...]


[...] Perfecting its industrial operations Management is focused on capturing the benefits of integration, to enhance its response to changes in volume and mix, and to carry out A380 related investments with a strong focus on flexibility and efficiency Marketing Cyclicality The main factors affecting demand in the aircraft market include passenger demand for air travel, national and international regulation (and deregulation), and the rate of replacement and obsolescence of existing fleets. The performance, competitive posture and strategy of airlines, cargo operators and leasing companies, wars, political unrest and extraordinary events may act as a catalyst, precipitate changes in demand and lead to short term market imbalances. [...]

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