Selling Boeing Jets in China Boeing Marketing Essay

Open, View, and/or
Download this Document

Total Length: 601 words ( 2 double-spaced pages)

Total Sources: 3

Page 1 of 2

Selling Boeing Jets in China

Boeing Marketing Plan Outline

In defining a marketing plan for the promotion and sales of the Boeing 787 in China, the global market dynamics of the commercial aircraft industry need to be first considered followed by a framework for strategic marketing planning and execution. The extent of strategic market planning any aircraft manufacturer engages in will have a direct effect on their global ability to compete (Posey, 2008).

Global Market Dynamics

The global growth of mid-range commercial jets, ideally suited for the Chinese commercial jet marketplace, is expected to grow to $124B in 2012, representing nearly 1,400 in China alone (Posey, 2008) (MIT Lean Advancement Initiative, 2012). These jets are designed to seat between 66 and 90 passengers depending on the configuration ordered. Figure 1, Global Market Dynamics of the Commercial Aircraft Industry, shows the factors Boeing must orchestrate in their strategic marketing plans, with specific focus on Asia Pacific factors shown in the following graphic.

Stuck Writing Your "Selling Boeing Jets in China Boeing Marketing" Essay?

View All Our Example Selling Boeing Jets in China Boeing Marketing Essay

Have A Custom Example Essay Written

For Boeing the challenge is to keep the global requirements across all these regions balanced and moving forward while executing in the Chinese market.

Figure 1: Global Market Dynamics of the Commercial Aircraft Industry

Source: (Based on an analysis of the MIT Lean Advancement Initiative, 2012)

Strategic Marketing Planning and Execution

The following is a marketing plan is for launching and selling the Boeing B787 into the Chinese domestic market:

1. Marketing Strategy and Value Proposition

Boeing has chosen to pursue a strategy of energy efficiency and product customization in the Model 787. These two aspects of the jet must be used as the basis of the unique value proposition, illustrating energy savings as a critical design criterion, in addition to the ability to customize the design of the jet's electronics, cabin, avionics and appearance. Boeing is a world….....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Selling Boeing Jets In China Boeing Marketing" (2012, April 14) Retrieved June 2, 2025, from
https://www.aceyourpaper.com/essays/selling-boeing-jets-china-boeing-marketing-79231
   

Open, View, and/or
Download this Document
order custom essay example