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New product development Airbus A380
The Airbus A-380 was developed to gain strategic advantage over Boeing, enter the very large aircraft segment, and change the industry structure from point-to-point to hub-and-spoke. Airbus organized design teams and conducted extensive market analysis to develop a double-deck design capable of carrying over 800 passengers. The A-380 underwent various tests and received safety approvals before production in facilities across Europe and with components from global suppliers. While orders have been placed, the A-380 program aims to fill gaps and change the commercial aviation industry.
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New product development Airbus A380
- 1. New Product Development Airbus A-380
- 2. Introduction: Airbus A-380 •Double-deck, wide- body, four-engine jet airliner • Largest Passenger Aircraft. • Capable of Carrying 853 Passengers.
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- 4. Airbus A-380: Goals •To gain a strategic advantage over its arch rival Boeing • To enter into the VLA segment of the aircraft industry
- 5. Airbus A-380: Goals •Economic Advantage
- 6. Airbus A-380: Goals •Fill the Gap
- 7. Airbus A-380: Goals •Change the Industry Structure • Change from the Point to Point Structure to Hub and Spoke Structure.
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- 9. Channels for theBirth of A-380 • Product Improvement • Technological Innovation
- 10. A-380: Concept Generation Airbusorganised four teams of designers, one from each of its partners • Aérospatiale • Deutsche Aerospace AG • British Aerospace • CASA to develop Very Large Commercial Transport Aircraft designated A3XX
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- 13. A-380: Product Design& Development • Choosing of a double-decker design versus a single deck standard design. • The above design gave more passenger volume. • Extensive market analysis with over 200 focus groups to develop the product.
- 14. A-380: Product Design& Development Various product test carried out. • Handling, speed, High altitude test, Evacuation test, wing failure test. • A380 received European Aviation Safety Agency (EASA) and United States Federal Aviation Administration (FAA) approval to carry up to 853 passengers
- 15. A-380: Production • Majorstructural sections of the A380 are built in France, Germany, Spain, and the United Kingdom • Components of the A380 are provided by suppliers from around the world; the five largest contributors are Rolls-Royce, Safran, United Technologies, General Electric and Goodrich
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- 18. Airbus A-380 asof now • Cumulative orders of A-380 as of July 2011.
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- 20. References • “Airbus vs.Boeing in Super Jumbos” by Benjamin E and Pankaj G., Harward Business School working paper. • www.airbus.com • Image courtesy: www.wikipedia.org
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Editor's Notes
- #10 As we know that there are three channels for the birth of any new product ieMarketing innovationsProduct improvementAnd technological innovationsIn the case of airbus A-380 the last two ie the product improvement and the technological innovation have played a major role in the birth of the product.Product improvement: the existing benchmark of the 747 was improved upon and a new product which was better was served to the marketTechnological innovation: t3echnological innovations like the Integrated Modular Avionica like those used in F-22 Raptor made flying the aircraft easy and hence safe to the passengersPower by wire systems of military grade usedThrust reversers for better stoppability in less distacnceComposite materials
- #17 assembly hall (the Jean-Luc Lagardère Plant) in Toulouse in France by surface transportation, though some parts are moved by the A300-600ST Beluga aircraft used in the construction of other Airbus modelsmovement of large A380 structural components, a complex route known as the Itinéraire à Grand Gabarit was developedThe front and rear sections of the fuselage are loaded onto one of three roll-on/roll-off (RORO) ships in Hamburg in northern Germany, from where they are shipped to the United KingdomThe wings, which are manufactured at Filton in Bristol and Broughton in North Wales, are transported by barge to Mostyn docks, where the ship adds them to its cargoIn Saint-Nazaire in western France, the ship trades the fuselage sections from Hamburg for larger, assembled sections, some of which include the nose. The ship unloads in Bordeaux. Afterwards, the ship picks up the belly and tail sections by ConstruccionesAeronáuticas SA in Cádiz in southern Spain, and delivers them to Bordeaux. From there, the A380 parts are transported by barge to Langon, and by oversize road convoys to the assembly hall in Toulouse
- #18 assembly hall (the Jean-Luc Lagardère Plant) in Toulouse in France by surface transportation, though some parts are moved by the A300-600ST Beluga aircraft used in the construction of other Airbus modelsovement of large A380 structural components, a complex route known as the Itinéraire à Grand Gabarit was developedThe front and rear sections of the fuselage are loaded onto one of three roll-on/roll-off (RORO) ships in Hamburg in northern Germany, from where they are shipped to the United KingdomThe wings, which are manufactured at Filton in Bristol and Broughton in North Wales, are transported by barge to Mostyn docks, where the ship adds them to its cargoIn Saint-Nazaire in western France, the ship trades the fuselage sections from Hamburg for larger, assembled sections, some of which include the nose. The ship unloads in Bordeaux. Afterwards, the ship picks up the belly and tail sections by ConstruccionesAeronáuticas SA in Cádiz in southern Spain, and delivers them to Bordeaux. From there, the A380 parts are transported by barge to Langon, and by oversize road convoys to the assembly hall in Toulouse
- #19 Breakeven of 240 aircrafts.New breakeven of 400 achieved by 2015.