Free marketing plan sample of a new service at Airbus, by www.marketingPlanNOW.com
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Free marketing plan sample of a new service at Airbus, by www.marketingPlanNOW.com

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Free marketing plan sample by marketing plan now: www.marketingplannow.com.

Free marketing plan sample by marketing plan now: www.marketingplannow.com.
A plan demonstrating a new service by aircraft manufacturer; Airbus

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Free marketing plan sample of a new service at Airbus, by www.marketingPlanNOW.com Free marketing plan sample of a new service at Airbus, by www.marketingPlanNOW.com Presentation Transcript

  • 1
  • Marketing Plan Sample Félina FLAM Maxime FONTAINE Anne ULRICH 2
  • Company profile - AIRBUS • Founded in 1970 • Headquarter in Toulouse • One of the world‘s leading manufacturer of aircrafts • Subsidiary of EADS, a European airspace company1
  • Marketing Plan - Agenda 1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success2
  • Marketing Plan - Agenda 1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success2
  • Strategic analysis 1.1 Business Trend Aviation is an important element in today’s world and influenced by social and economic development.3 à Annex A
  • Strategic analysis 1.2 Market analysis Airbus aircraft manufacturing is acting basically on two markets: Civil Military Aircraft Aircraft 1.3 Competition • Duopoly Market with Boeing as competitor • Future menace by Asian and Canadian companies4 à Annex B, Annex F
  • Strategic analysis 1.4 Market Segmentation (by needs) – Business to Business – Consumer • Frequently purchases for service fleet for airlines like Air France, Lufthansa, Emirates • Supply of Military Aircraft with U.S. Army as the most demanding customer • Unique purchases by private persons – Potential customer in the Low-Cost-Carrier segment5 à Annex F
  • Strategic analysis 1.5 Marketing Mix Marketing Offer Marketing Promotion à The most important elements for Airbus are Direct Marketing and Physical Features6 à Annex C
  • Strategic analysis 1.6 Analysis of the Situation Present – A product of high quality, safety and comfort is the reason for Airbus’ market leading position (USP) – High R&D Costs to keep a high technological standard Future – New markets in Asia à Risk for new competitors – Increasing price of oil7 à Annex D à Positioning in Annex E
  • Strategic analysis 1.7 Source of Information • www.airbus.com • Contact persons: – Questionnaire: • Louis FARAUT (Airbus CE Customer Support, Retrofit manager) • Eric RODET (Airbus Customer Service, Retrofit team) – Telephone interview: • Sarah FRIEDRICH ( Airbus Procurement SC improvement) • Katharina SCHLÜTER (Lufthansa Technik Logistik, Key Account Manager)8 à Annex F, Annex N
  • Marketing Plan - Agenda 1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success2
  • Achievable Marketing Objectives for 2010 2.1 Marketing Strategy – In 2010 Airbus will open an Overhaul Service Center for the aircraft type A 380 in Toulouse – The Overhaul Service Center will offer: »IL Check (after 15.000 flight hours) »D Check (after 30.000 flight hours)9 à Annex G
  • Achievable Marketing Objectives for 2010 2.2 Desired Market Segmentation (by loyalty/needs) – Service for current clients without own overhaul possibilities – Attracting interest of new customers through this additional offer – Only for Civil Aircraft, no proposition for Military clients10
  • Achievable Marketing Objectives for 2010 Additional Elements à Increasing the focus on Quality of Service11 à Annex C
  • Achievable Marketing Objectives for 2010 2.4 Marketing Objectives – Using of existing technical Know-How – Overhaul Service helps to keep the former clients – Better image for the company (better safety) – New advantages compared to Boeing – Joint Venture with Chinese company to enter the Chinese market12
  • Achievable Marketing Objectives for 2010 2.5 Position • with the new Overhaul Service for A 380 Airbus will be the first provider in this section • Airbus’ Image will rise because of the new offer 2.6 Yearly Sales Forecast for 2010 10 x 2.350.000€ = 23.500.000€ Number of Aircrafts Cost of IL-Check Sales Forecast 2010 à Increasing Sales in the following years13 à Annex E, Annex H
  • Marketing Plan - Agenda 1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success2
  • Marketing action plan & budget 3.1 Main Cooperative Bodies – MRO Services: HAECO, Lufthansa Technik – Airlines: Emirates, Singapore Airlines – Others: Blohm+Voss 3.2 Maintaining marketing activities • We recommend Airbus to promote the Overhaul Service during different Air shows like the Paris Air Show or ILA Berlin.14 à Annex I, Annex J
  • Marketing action plan & budget 3.3 Developing new Product and its pricing – New Service: • An Overhaul Service Center which offers the performance of IL Checks (after 15.000 flight hours) and D Checks (after 30.000 flight hours) for A380 – Pricing: (example for IL Check) • Setting of a variable price spectrum Reduction for Fix Price of Cost Overruns client 3,5 million € for Airbus 35.000 42.000 working hours15 à Annex K
  • Marketing action plan & budget 3.4 Promoting Marketing Activities 1) Quality of Service • First overhaul service for A 380 • Intranet connection for clients 2) Direct Marketing • Direct explanation of new service for potential customers over telephone, emails or visits • Special information event 3) Physical Features • Codetermination for physical features also for overhaul service16
  • Marketing action plan & budget 3.5 Service Marketing • Information about the overhaul before and during the maintenance • Automatic Information to the clients when the next overhaul service has to be done 3.6 Marketing Yearly Budget à 6% of sales volume Resources Usage Cooperation 120.000 € Quality of Service 705.000 € Proper resources 1.290.000 Direct Marketing 465.000 € € Research/Feedback 120.000 € Not allocated funds 120.000 € 1.410.000 € 1.410.000 €17 à Annex L; Timetable for Action plan in Annex M
  • Marketing Plan - Agenda 1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan & Marketing Budget 4. Control Procedures & Criteria of Success2
  • Control Procedures & Criteria of success 4.1 Control Bodies Head of Overhaul Service Department Financial Manager Marketing Manager 4.2 Control Tools – Monthly feedback to Head of Overhaul Service – Reports/ documentation after every Overhaul – Qualitative Surveys, Feedback meeting with clients18
  • Control Procedures & Criteria of success 4.3 Control by Milestones – 17/06/2010 à Opening of Exposition Hall (Airbus anniversary) – 14/07/2010 à Special Event for Customer (France National Day) – 15/10/2010 à Bringing Overhaul into service (Date of First Delivery of A380 in 2007) 4.4 Criteria of Success – Increasing of sales of A 380 because of new service – Increasing customer satisfaction and loyalty – Positioning near Lufthansa Technik19