Comparison of aircraft manufacturers marketing processes

Table of Contents

1 MARKETING MIX IN AIRCRAFT MANUFACTURERS MARKETING

1.1 METHODOLOGY OF WORK

1.2 THE DEFINITION OF MARKETING

1.3 MARKETING MIX

1.4 4 PS IN AIRCRAFT MANUFACTURER´S MARKETING

1.4.1 Product

1.4.2 Price

1.4.3 Promotion

1.4.4 Place

1.5 COMMUNICATION INSIDE OF THE MARKETING DEPARTMENT

1.6 EXAMPLES OF INFORMATION GATHERING, SHARING AND USE

1.6.1 EXAMPLE 1: Performance vs. technical marketing office

1.6.2 EXAMPLE 2: Different format of data sheet

1.6.3 Reasons of communication difficulties

1.6.4 Solution of communication in large and small companies

1.7 ADMINISTRATION TOOLS IN COMMUNICATION

1.7.1 Staff meetings and information sessions

1.8 INFORMATION GATHERING AND USE

1.8.1 Industrial espionage

1.8.2 Data and information analysing

1.9 EXAMPLE OF DATA AND INFORMATION ANALYSING

1.9.1 Example 1 – IFE, in-flight entertainment system retrofit:

1.9.2 Example 2 – yield per one seat based on its size and space used

1.10 READY FOR EXPO

2 MARKETING PROCESS – LARGE AIRCRAFT MANUFACTURER

2.1 MARKETING AS A PART OF AIRCRAFT SALES PROCESS

2.2 AIRCRAFT SALES PROCESS

2.3 PHASES OF AIRCRAFT SALES PROCESS:

2.3.1 Analysis of customer and market situation

2.3.2 Product offering and marketing argumentation

2.3.3 Request for proposal

2.3.4 Sales proposal

2.3.5 Memorandum of understanding

2.3.6 Purchase agreement and final negotiations

2.3.7 Customization of the aircraft

2.3.8 Delivery

2.4 LARGE AIRCRAFT MANUFACTURERS MARKETING DEPARTMENT

2.4.1 Indirectly influencing or not influencing unit

2.4.2 Directly influencing unit

2.4.3 The aircraft interior marketing

2.4.4 The aircraft performance marketing

2.4.5 The aircraft maintenance marketing

2.4.6 The aircraft technical marketing

2.4.7 The aircraft revenues marketing

3 MARKETING PROCESS – SMALL AIRCRAFT MANUFACTURER

3.1 4PS IN MARKETING PROCESS OF SMALL MANUFACTURER

3.1.1 Product

3.1.2 Price

3.1.3 Promotion

3.1.4 Place

3.2 MARKETING PROCESS OF SMALL AIRCRAFT MANUFACTURER

3.2.1 The company departments in relation to sales and marketing process

4 COMPARISON OF MARKETING PROCESSES

4.1 COMPARISON OF LARGE AND SMALL MANUFACTURER´S MARKETING PROCESS

4.2 COMPARISON OF LARGE AND SMALL MANUFACTURER´S MARKETING PROCESS IN RELATION TO SALES PROCESS

5 CASE STUDY – A3XX VS. B7XX

5.1 CASE STUDY – A3XX VS. B7XX – PRACTICAL PART

5.2 CASE STUDY - SIMPLIFIED EXAMPLE

5.2.1 South Africa Airways characteristics

5.2.2 The route characteristics

5.2.3 The Johannesburg International airport characteristics

5.2.4 Possibly available airplanes

5.2.5 Analysis of customer and market situation

5.2.6 Desired route and aircraft

5.2.7 Product offering and marketing argumentation

5.2.8 Request for proposal

5.2.9 Sales proposal

5.2.10 Memorandum of understanding

5.2.11 Purchase agreement and final negotiations

5.2.12 Customization of the aircraft

5.2.13 Delivery

6 THE CONCLUSION

7 LIST OF REFERENCES

Objectives and Topics

The primary objective of this thesis is to provide a comprehensive comparison and explanation of the marketing processes employed by large and small aircraft manufacturers. It explores how these manufacturers navigate sales processes, manage internal information, and utilize marketing strategies to distinguish themselves in the competitive aviation market, with a specific focus on the complex operational structures of major industry players versus the more streamlined approaches of smaller producers.

• The differentiation between large-scale and small-scale aircraft manufacturing marketing operations.
• Detailed analysis of the sales process phases within the aircraft industry.
• Examination of internal communication hurdles and management of information in large marketing departments.
• Evaluation of marketing mix elements (Product, Price, Promotion, Place) in the aviation sector.
• Case study application comparing marketing arguments for long-haul aircraft.

Excerpt from the Book

Summary of Chapters

1 MARKETING MIX IN AIRCRAFT MANUFACTURERS MARKETING: Provides an overview of fundamental marketing definitions, the marketing mix, and the methodology used for the research, while highlighting the importance of data management.

2 MARKETING PROCESS – LARGE AIRCRAFT MANUFACTURER: Details the complex, multi-layered marketing and sales processes of large manufacturers, including phases like product offering and customization.

3 MARKETING PROCESS – SMALL AIRCRAFT MANUFACTURER: Discusses the streamlined marketing approach of smaller companies, where responsibilities are often shared or outsourced rather than held by specialized departments.

4 COMPARISON OF MARKETING PROCESSES: Contrasts the organizational structures, department sizes, and strategic activities of large versus small manufacturers.

5 CASE STUDY – A3XX VS. B7XX: Applies the theoretical findings to a practical, simplified example of a sales campaign involving two competing long-haul aircraft types.

6 THE CONCLUSION: Summarizes the key findings, confirming that marketing complexities in the aircraft industry are directly proportional to the scale and operational requirements of the manufacturer.

Keywords

Marketing, aircraft manufacturer marketing, aircraft sales process, comparison of marketing processes, aircraft marketing, sales strategies, aviation management, product configuration, marketing mix, business models, industrial espionage, market analysis, aircraft performance, aircraft revenue, cabin interior marketing.

Frequently Asked Questions

What is the core focus of this thesis?

This thesis focuses on the marketing processes within aircraft manufacturing, providing an in-depth understanding of how different companies handle sales and promotion strategies.

What are the primary thematic areas of the research?

The work covers the "four Ps" of marketing, internal department communication, the distinct differences between large and small manufacturers, and the complex phases of the aircraft sales process.

What is the main objective of this academic work?

The goal is to provide a comprehensive overview and comparison of marketing departments and their specific operational processes, which were previously undocumented for academic use.

What scientific methods were employed?

The author utilized a mix of literature review, expert interviews (face-to-face and conference calls), industry questionnaires, and comparative analysis of existing industry practices.

What does the main body of the work cover?

The main body examines the structural complexities of large versus small manufacturer marketing, the role of performance and technical marketing offices, and the stages from initial contact to delivery.

Which keywords best characterize this work?

Key terms include aircraft marketing, sales process, marketing mix, and comparative manufacturer analysis.

How does the size of a manufacturer affect its marketing department?

Large manufacturers have specialized teams for interiors, performance, and maintenance, whereas small manufacturers typically rely on a centralized, limited team often managed directly by company leadership.

What specific practical example is used to illustrate the theory?

The thesis utilizes a case study comparing the marketing strategies for the Airbus A340-600 and the Boeing B777-300ER in the context of a hypothetical sales campaign for South African Airways.

What is the conclusion regarding industrial espionage in this field?

The work identifies that while illegal, industrial espionage is a recognized concern for large manufacturers due to the high stakes and competitive necessity of understanding competitor developments.

How does the "four Ps" framework apply to aircraft sales?

It acts as a strategic guide for manufacturers to balance product configuration, pricing, promotion, and distribution channels, tailored according to the specific needs of different airline customers.