Boeing case study for marketing services.
I.Introduction
"Boeing has long talked about expanding into the services area...." Does it make sense? This is the question that we will try to answer in this paper by analyzing the market conditions, the customer needs, and Boeing's core capabilities.
Within the commercial aircraft industry, Boeing's focus for value-added service relates primarily to the transport airplane segment, which is expected to grow in the following years.
The most important driver for the commercial aircraft …
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…special competences, and
*Entering the leasing industry might damage the relationship with other leasers, who are Boeing's customers for new planes.
2. Explore new areas
Boeing should also consider exploring new opportunities:
*Strategic alliances with leasing companies to secure acquisition, modification and maintenance contracts;
*Geographic expansion of maintenance and training in Africa and Asia where competitors (such as major airlines) are not yet entrenched, where Boeing's expertise is still required, and the market is still growing.
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