boeing波音公司介紹PPT

1、The Boeing CompanyOverviewPROBLEM DIFINITIONThe Boeing CompanyCorporate functions:Business Development and StrategyCommunicationsEngineering, Operations and TechnologyFinance/Shared Services Group/Boeing Capital Corp.Human Resources/AdministrationInternationalLawOffice of Internal GovernancePublic P

2、olicyWorld-class performanceIntegrated Defense SystemsCommercial AirplanesTwo businesses supported by nine corporate functionsMissionTo be the number one aerospace company in the world and among the premier industrial concerns in terms of quality, profitability and growthnLEADERSHIPnINTEGRITYnQUALIT

3、YnCUSTOMER SATISFACTIONnPEOPLE WORKING TOGETHERnA DIVERSE AND INVOLVED TEAMnGOOD CORPORATE CITIZENSHIPnENHANCING SHAREHOLDER VALUE nCONTINUOUS IMPROVEMENTS IN QUALITY OF PRODUCTS AND PROCESSESnA HIGHLY SKILLED AND MOTIVATED WORKFORCEnCAPABLE AND FOCUSED MANAGEMENTnTECHNICAL EXCELLENCEnFINANCIAL STRE

4、NGTHnCOMMITMENT TO INTEGRITYnDetailed customer knowledge and focusBoeing seek to understand, anticipate and be responsive to the customers needs. nLarge-scale systems integrationBoeing continuously develop, advance, and protect the technical excellence that allows us to integrate effectively the sys

5、tems we design and produce. qLean enterpriseBoeings entire enterprise will be a lean operation, characterized by the efficient use of assets, high inventory turns, excellent supplier management, short cycle times, high quality and low transaction costs. 2005 AwardsnThe US Environmental Protection Ag

6、ency (US EPA) named Boeing one of its Best Workplaces for Commuters (for company programs that encourage HOV participation. nVista Fibers presented Boeings San Antonio Aerospace Support Center with an outstanding achievement award for the centers recycling efforts (recycling more than 180 tons of pa

7、per in 2004). 2006 AwardsnThe National Business Group on Health, a national non-profit organization, named Boeing one of the Best Employers for Healthy Lifestyles. PEST ANALYSISnPolitical factor nEconomic factornSocial factor nTechnological factor SWOT ANALYSISnStrengths Strong global network Broad

8、product line that covers most major market niches / R&D developmentn Weaknesses A hierarchical, ridged, and semi- autocratic management style, which is a product of its military heritage. Labour problems. Dependence on US government and WTO-incompatible subsidies. nOpportunities New aircraft to

9、gain market share Increase demand for point to point routes nThreats Slowdown in the commercial jet market Uncertain airline industry environment 1.Airbus 2. Lockheed Martin 3. Northrop GrummanVSnExtremely high capital requirementsnHigh risksnNew product development cost are highnLong payback period

10、snCyclical demandnOnly a few can survivenSwings through boom and bust cyclesA. CHARACTERISTICS OF THE INDUSTRYnKnow - how nCapital costsnLong time horizonsnRisksnHigh fixed costsB. BARRIERS TO ENTRY Segmentation nBoeing uses Geography as its segmentation tool. Short haul routes appear to reveal that

11、 Europe and North America is the more attractive segment. Double-digit growth in revenue and earnings$18$12$6$0$14.7$16.5 RevenueBillions2006Q32007Q3$0.0$1.0$1.50$0.5$0.89$1.44 EPS+12%+62%2006Q32007Q3Per shareRevenue and EarningsOverviewnLaunched on May 17 2004nConnexion offered a satellite-based in

12、ternet connectionnConnexion by Boeing pricing was designed to provide affordable Internet accessThe Market nConnexion by Boeings real-time, high-speed Internet and data communications service is designed to meet the needs of commercial airline operators and their passengers, as well as executive air

13、craft for business and government. nThe Connexion by Boeing service is installed on more than 140 aircrafts. operated by Lufthansa, SAS (Scandinavian Airlines System), ANA, Japan Airlines, Singapore Airlines, China Airlines, Korean Air, Asiana Airlines, El Al Israel Airlines, and Etihad Airways. Mar

14、ket nAs part of its service evolution, Connexion by Boeing has expanded the availability of its live global television service, which features four channels of news, financial and sports news-related programming delivered directly to passengers laptop computers. Market nConnexion by Boeing uses a wo

15、rldwide network of geosynchronous satellites and ground-based receiving stations to relay data between aircraft and the global information network. An advanced-technology antenna designed and built by Mitsubishi Electric Co. enables aircraft to maintain high-quality connectivity, even at high latitu

16、des. nResearch results shows that Connexions system costs about $500,000 or more to install on an aircraft. nAmerican, Delta and United, which initially wanted to invest in Connexion, pulled out in 2001 as potential partners. High cost resulting in large expenditures before getting a single paying c

17、ustomer nSpeed was 150-200kbps nBoeings Connexion service won the Worlds Leading High Speed Inflight Internet Service Provider award from the World Travel Awards organization in London for 3 years running.Pricing for In-Flight Internet nThe prices varied from airline to airline, but were typicallyop

18、tionsdurationpriceFlat rate option (Unlimited access to the Internet)Metered Pricing Option(with rates of $0.25 per minute thereafter)More than 6 hours- for long-haul flightsbetween three and six hours- medium-haul flightsflights less than three hours.30-minute starter package$29.95$19.95$14.95$9.95

19、nResearch results shows that users are very sensitive to price Data Collection process:nSecondary DatanExternal data Governmental SourcesInternet databasenBibliographic databases n E-mailsn Telephonic interviewsSecondary data used in our research project includes: TIME AND COSTTIME:nIt took about 40

20、 days to gather the information needed, analyzing data, drawing statistical conclusions and to draw final findings & recommendations.COSTOpportunity costnEnergynBillingsnPersonal activitiesnTime spend on surfingnStatistical analysis results conclude that in case of Boeings flight internet servic

21、e price and consumer buying behaviour are closely related to each othernThe survey also asked respondents about the kinds of activities done while connected with the Connexion by Boeing serviceMAJOR FINDINGSCost of system nConnexions system costs about $500,000 or more to install on an aircraft nBoe

22、ings failed Connexion online service was costly to install and operate, resulting in large expenditures before getting a single paying customer. An industrywide downturn triggered by the 2001 terrorist attacks made the system an even tougher sell to struggling airlines.Boeing to End In-Flight Intern

23、et ServiceBoeing to End In-Flight Internet Service nConnexion suffered a major setback with potential U.S. airlines after the 2001 terrorist attacks triggered an industry-wide downturn.nBoeing published a marketing survey report of airline passengers n only a handful of people in the “l(fā)ow single dig

24、its” on each Connexion-equipped flight were actually using itMarketing Stupidity Results in Colossal Failure of Boeing Connexion ServicenAccording to data released by Boeing, more than 20,000 passengers have used the Connexion by Boeing service during its first year of availability. none person on e

25、very 3 flights using the service. Not such a stunning success anymore.RevenuenAssume that everyone who used the service paid the top daily rate during that first year of $30. 20,000 paying customers at $30 each is a grand total of $600,000 revenue. nlets give a nice round number and say they had $50

26、0,000 in air-time revenue from end consumers. This for a technology that cost over $500,000 per plane to install (140 aircraft had been outfitted at the time)nConnexion had $25M in revenue, but also notes that over $1B was invested over 6 years.Lossesnthe losses due to Connexion were approximately t

27、he $200M annually. To generate $200M in revenue and break even, Connexion needed 400 x the usage nOr, instead of 1 person every 3 flights, an average of about 130 paying customers on each and every flight.Counting the Marketing Mistakesn Extensive market research by Boeing came up with a definitive

28、statement that 38% of frequent travelers are willing to pay at least $25 per flight for full, high-speed access to the Internet and their corporate network. nClearly, Boeing believed that it they built it, the users would come, and had boxed themselves into a cost structure that embedded this assumption. Survey QuestionnQ: Other Factors affecting the servicenLoss of sleep timen Othe