Boeing Case - the Marketing Mix

Boeing

_Marketing

First of all, the air traffic dropped to 2 percent in 2009, but rose to 8 percent in 2010 and it's predicted to increase another 6 percent in 2011. Normally, the percentage of growth in the airline industry increases to 5 percent every year, but the volatile fuel costs, politics issues in the Middle East & North Africa have caused the narrowing of that percentage. The co-operation of airline companies skillfully managed to earn profit again and avoid global recession. [Source 1] Below is a chart showing the growth of Boeing Company, and in fact, it's a forecast between the years 2010-2030:

[Source 2]

_The Marketing Mix:-

Boeing, for example, has both a commercial aircraft and a defense line of products that each take advantage of some of the same core competencies and technologies of the firm. [Source 3]

The marketing mix-product, place, promotion and price-that a company selects is influenced by the strategic choices that the company makes. they may make changes in their marketing mix that shift the strategic alternatives available to them. This research considers one of the largest American companies-Boeing-and the marketing mix that it uses. The following are the four P's of Boeing:

Product (service offering)

Price (fares)

Fare structure

Revenue management

Pricing / yield

Place (sales and distribution)

Internet (direct)

Internet (wholesale/3rd party)

Call Center

City Ticket Offices

Airport

...