Airbus A380 vs. Boeing 787 Dreamliner

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Airbus A380 vs. Boeing 787 Dreamliner

  1. 1. Innovation Marketing Airbus A380 vs. Boeing 787 Dreamliner29.03.2012
  2. 2. Innovation MarketingAgenda– Airbus S.A.S– Boeing Commercial Airplanes (BAC)– Timeline of Innovations– High delays in delivery– Cooperation or not?– Airbus„s strategy– Boeing„s strategy– Conclusion29.03.2012 Airbus A380 vs. Boeing 787 2
  3. 3. Innovation Marketing Airbus A38030.11.2012 Titel der Präsentation, Autor Seite 3
  4. 4. Innovation MarketingAirbus S.A.SProperty Situation: owned by EADS, a European aerospace and defence corporationFoundation: 1970 formed by Aerospatiale (France), Casa (Spain), Fokker-VFW (Germany), Hawker Siddeley Aviation (UK)Headquarter: Toulouse, FranceEmployees: 54,000Revenue 2011: € 33.1 billionAircraft Orders A380: 25329.03.2012 Airbus A380 vs. Boeing 787 4
  5. 5. Innovation Marketing Boeing 787 Dreamliner30.11.2012 Titel der Präsentation, Autor Seite 5
  6. 6. Innovation MarketingBoeing Commercial Airplanes (BAC)Property Situation: subsidiary and business division of The Boeing CompanyFoundation: 1917 as “Boeing Airplane Co.” in SeattleHeadquarter: Chicago, Illinois, USAEmployees: approximately 66,000Revenue 2010: 64.3 $ billionAircraft Orders 787: 87329.03.2012 Airbus A380 vs. Boeing 787 6
  7. 7. Innovation Marketing Timeline of Innovations Boeing Boeing 747 Boeing 777 Boeing 787-8Airplane Boeing „Jumbo Jet“ 530/14„ 250/15„Company 274 Boeing 660/14„ Boeing 767 Boeing Stratoliner 707 351/11„ 787 Dreamliner 1920 1940 1960 1980 2000 2020 Airbus Industries A300 A330 A380 A350 345/ 7„ 404/13„ 525-853/15„ 253/16„ A320 A340 A380 180/6„ 419/14„ 29.03.2012 Airbus A380 vs. Boeing 787 7
  8. 8. Innovation MarketingHigh delays in deliveryA380: 2 years delay & $ 6.8 billion over budget• Cultural and political differences• Two CEO„s within three months periodBoeing 787: more than three years delay & $ 4 billion penalties• Complex procurement around the world• Lack of documentation and inspection29.03.2012 Airbus A380 vs. Boeing 787 8
  9. 9. Innovation MarketingNo Cooperation Due to Different Visions• Discussions about a possible cooperation took place from 1992 to 1995• Consideration of a joint design and manufacture of the next-generation jumbo-jet• Cooperation failed due to different strategic visions of the future29.03.2012 Airbus A380 vs. Boeing 787 9
  10. 10. Innovation MarketingAirbus believes in Hub-and-Spoke Model HUB HUB Large amount of traffic between international hubs A380 • Largest passenger airplane • 550 – 800 passengers • Economies of scale29.03.2012 Airbus A380 vs. Boeing 787 10
  11. 11. Innovation MarketingBoeing Bets on Point-to-Point Model More routes; no need for enormous airplanes 787 Dreamliner • Fuel-efficient midsize airliner • direct transportation without stops29.03.2012 Airbus A380 vs. Boeing 787 11
  12. 12. Innovation MarketingNo Cooperation – The Right Decision Pro cooperation Contra cooperation Realization of synergies Different strategic visions of the • Shared resources and skills future • Cost savings Lower capital risk Cultural barriers Higher entry barriers for potential Autonomy and control loss competitors (Comac and OAK) More market power Increased coordination complexity • Force airports to redesign • Prevent price war induced by airlines Cooperation is economically not reasonable because of different visions, political interests and cultures as well as a non-manageable complexity29.03.2012 Airbus A380 vs. Boeing 787 12
  13. 13. Innovation MarketingAnd the winner is…• Boeing is developing a bigger version of the Dreamliner (787-10)• Both competitors with full pipelines: • for each airplane delivered two new order • double-booking of delivery spots29.03.2012 Airbus A380 vs. Boeing 787 13
  14. 14. Innovation Marketing Thank you for your attention30.11.2012 Titel der Präsentation, Autor Seite 14

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