Boeing and McDonnell’s marketing strategy

In December 15, 1996, Boeing Aircraft Company announced the merger of McDonnell Douglas United Kingdom Company, so that the new Boeing is expected to become the world's largest civil and military aircraft manufacturers in 1997, the news industry very shocked. On the strength of McDonnell Douglas is the world's third largest aircraft manufacturing company, in 1993 the world's first 83 companies ranked. In recent years, however, in competition with Boeing and Airbus, and McDonnell Douglas all the way to defeat the world's total market share fell from 22% to 15%, and then again dropped to less than 10%. McDonnell Douglas was the world's largest military aircraft business, but now the technical capacity of the military machine cannot keep up the other major competitors, in order to continue to live independently, it is very difficult. As early as 1970, Britain, France, Germany, Spain, the four governments with their own aircraft manufacturer Airbus composition. By 1995, the market share increased from zero to 30%. Boeing took expand market share, not only the competitive civil aircraft greatly exceeded Airbus, and then McDonnell Douglas can use the advantages in terms of military aircraft, military and civilian unity. However, after the merger of Boeing McDonnell Douglas, McDonnell legal gone, but the new McDonnell Douglas and the late loss of opportunity to give full play to its advantages in the manufacture of military aircraft. Boeing and McDonnell Douglas to take a powerful combination of strategies, take people long to make up our own short, in order to deal with the most important competitors.

 

1. American.edu, The Boeing-McDonnell Douglas Merger, American.edu, ［Online］, Available From:

http://www1.american.edu/ted/hpages/aero/BAMD.HTM [Assessed 04.06.2016]

By: Zhenren Ruan