Boeing 787 custom essay

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Marketing – New Product: Boeing 787. Short answers for each question. Customer Behavior & STP: Who are the customers of the Boeing 787? Evaluate / discuss the segmentation, targeting and positioning approach that Boeing is using for the Boeing 787. Customer-focused Innovation and Growth Strategy: Microinnovation: Can you apply the Microinnovation framework / tool to come up with 3 interesting ideas to further differentiate the Boeing 787 concept? . Macroinnovation: Use the Value Curve to see how the Boeing 787 can be differentiated. Service Innovation: How can the Boeing 787 grow using one temporal expansion, one spatial expansion, one temporal reconfiguration and one spatial reconfiguration? Market Research Principles: Describe some exploratory research that Boeing could commission if they were interested in learning more about how potential users of the Boeing 787 perceive the plane. Describe some descriptive research that Boeing could commission if they were interested in learning more about how users reacted to specific positioning options for the Boeing 787. New Product Development: It is clear that the delivery of the Boeing 787 has been delayed multiple times. Considering what we have studied about design of the new product development process, can you provide 3 suggestions to Boeing regarding how they can lower the likelihood of repeated delays and the impact of such delays in the future? Adoption of Technology: Use the Roger’s adoption of innovation framework analyze how the Boeing 787 is performing along each dimension. Evaluate Boeing’s advertising and publicity campaign for the Boeing 787. Sales and Channel Strategy: Boeing is now thinking about providing maintenance services directly to the airline for the Boeing 787. Historically, Boeing airplanes have been serviced by the airlines themselves and by third party contractors who have specialized in airline service. Boeing is concerned about the negative reaction of some of these contractors, who will continue to be responsible for supporting thousands of other Boeing aircraft. How should Boeing tackle this problem? Coordinating the parts supply chain? Brand Strategy: Can you evaluate the branding strategy for the Boeing 787? Can you suggest some co-branding initiatives that Boeing could launch for the Boeing 787? Marketing in a Global Environment: Consider the case where Boeing is marketing the 787 to developing markets such as Brazil, India and China. Suggest 3 changes that you could implement in the marketing approach (could deal with SPT, or any of the 4 Ps) to penetrate those markets, compared to the approach adopted to sell the 787 in developed economies. Marketing Strategy: Cab you create a Value Net for the Boeing 787? Note that the Value Net is based on the premise that the industry / marketplace is much like an organic eco-system, where some players can play multiple roles and players are linked to each other in multiple ways. Modes of attack to their competence? Positioning in the competitive context?

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