Consultancy Report on Organisational Strategy

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Executive Summary

The descriptive report is based on the strategic philosophy and the use of particular analysis tools
necessary to evaluate the marketing strategies adopted by Boeing Aircraft Company has been
thoroughly demonstrated In addition, the report elaborately defined the extent of the corporate
marketing capacity and organizational position of Boeing. In addition to “7p Marketing Mix,”
the implementation of interpreted instruments such as “VIRO Model,” “TOWS analysis,”
“Generic Porter's Model” as well as “Ansoff Matrix” was reviewed in the context that supported
the assessment of the company's internal marketing measures and external factors. Finally, there
was a strong recommendation focused on the “SAF System,” after which a satisfactory decision
was established.

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 Table of Contents
1. Introduction..................................................................................................................................4
2. Analysis of Strategic Models and Frameworks...........................................................................4
2.1 VRIO Framework......................................................................................................................4
2.2 TOWS Matrix............................................................................................................................6
2.3 Porter’s Generic Model..............................................................................................................8
2.4 Ansoff Matrix..........................................................................................................................10
3. Critical Analysis of marketing mix (7P)....................................................................................12
4. Recommendation through the SAF framework.........................................................................15
5. Conclusion.................................................................................................................................16
References......................................................................................................................................18
Appendices....................................................................................................................................22

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1. Introduction
The potential of suitable organizational paradigms has a substantial impact on operative capacity
and business skills. In this respect, it is vital to acknowledge the inclusion of appropriate
marketing techniques and organizational waypoints. The incorporation of possible marketing
strategies is essential as it allows the company to gain sufficient and stable decision-making and
strategic mechanisms that promote the growth of the functional aspect and thorough clarity of
company aims and goals in accordance with an effective corporate path (Bhasin, 2019).
Therefore, a variety of analytical tools can be used to test the organization's applicable marketing
strategy. A detailed review of an institutional pragmatic approach to marketing has been
discussed in the corresponding study.

The study looked at the “Boing Aircraft Corporation” operational situation as depicted in the
previous assignment 1 (Boeing, 2019). It will be crucial to recognise that a corporate approach
appears to be the sum of the actions that a company chooses to take to achieve brief-term
objectives, and these motivations combined shape a company's business plan (BusinessTeacher,
2019). The study would examine in depth the structural strategies by which “Boing Aircraft
Company” would be able to expand the company and stay competitive in the years ahead,
irrespective of increasing competitiveness and geopolitical tensions throughout the world, under
an emphasis on the operational strategy.

2. Analysis of Strategic Models and Frameworks

The following section of the report therefore illustrated the application of potential analytical
tools that will showcase the comprehensive assessment of micro and macro factors that
influences the marketing credibility of the organisation (Pitt et al., 2017). Therefore, illustration
of some potential analytical tools and their application are represented below:

2.1 VRIO Framework

Boing Aircraft Company's sustainable development needs careful evaluation of asset intensity
and even a competitive edge to accomplish a substantial market upper hand. The US-based
Aerospace Company quite often appears to play an important role in enhancing valuation but
also optimising long-term growth with something like a mix of reliability, innovative thinking,

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product marketing and satisfaction for clients (Lin et al., 2012). VRIO analysis could still be
described in this regard as one of the most prominent tactical frameworks for improving Boing
Aircraft Company's strategic capabilities. Boing Aircraft Company's comprehensive VRIO
report is given below:

I. Value: The quality of the product offerings, marketing, client satisfaction as well as

innovative thinking of Boing Aircraft Company is important especially due to the growth
of the aviation industry, attributed via technological innovation. In this respect, Boing
Aircraft Company will indeed be beneficial to a considerable extent because by adopting
all such determinants it can produce an elevated-quality product as well as service to the
end users (Cardeal and Antonio, 2012). Mainly because Boing Aircraft Company invests
a lot in its product innovation and network, both expenditure as well as quality are
inherently valuable and thus give the company a considerable advantage over direct
competitors.
II. Rarity: With reference to the component of rarity, it could be said that a confluence of
quality products, a manufacturer as well as determination to creative thinking together
with client experience can be rare throughout the aviation industry as all of these
parameters are not incorporated in different business professions (Chang et al., 2015). In
comparison, the total budget requires to be seen as the main critical component of Boing
Aircraft Company's business enhancement and therefore this dimension has been
introduced by several other competitors including Airbus, which can impede relative
rarity (Bloomberg, 2019).
III. Imitability: Boing Aircraft Company's strong and invaluable feature tends to have been
the service as well as product approach, which has been used to promote its business
operations on a global scale. In this way, the limitability factor of aviation sector within
t6he present worldwide scenario is very low (Xu, 2015). Moreover, by legal restriction, a
brand symbol, as well as many other considerations, maybe withheld imitation. Lastly,
the client's understanding, valuation and lateral thinking could be replicated in many
business sectors, but not in the aviation sector due to the lack of several alternatives.
IV. Organised: Excellence in quality along with innovative thinking throughout the global
scenario is already well-organised for the aviation sector, which could be used to
augment the technological advantage of corporations like Boing Aircraft Company

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 (Garg, 2016). The monetary unit composes the expenditures of Boing Aircraft Company
in this particular regard, while the management team manipulates the earnings potential
because its strategic value is mainly analogous in many regions.
This report's Appendices encompass crucial detailed data for Boing Aircraft Company from
VRIO Analysis.

Figure: 1. VRIO Framework

(Source: Garg, 2016)

2.2 TOWS Matrix

The TOWS Matrix is focused on the methodological diction of SWOT analysis. It is generally
comprised of the organisational strength, weaknesses, opportunities and threats (Kulshrestha and
Puri, 2017).  The incorporation of TWOS will be supportive for assessing the relationship
between each variable associated with SWOT and illustrate a comprehensive internal credibility
analysis of the contextual organisation.

Strength Weaknesses

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  Boeing has developed a substantial  Geopolitical instabilities of operative
product line and has access to regions provides extensive difficulties
sustainable fuels that increases the to Boeing, it pose as significant
brand equity significantly. weakness to the business.

Opportunities Threats

 Exponential Expansion of aerospace  Some significant threats to Boeing are

market and demand in the air defence increasing operational costs, legislative
infrastructures will provide future impacts from governments as well as
opportunities to Boeing (Gottfried et increasing competition in the industry.
al., 2018).

Strength Weaknesses

Opportunities SO1: Boeing will be able to WO1: The business needs to

acquire considerable marketing mitigate the internal operative
share by utilising its extensive issues and enhance relationship
product line and sustainable with relational administrations
assets. as well as develop the
SO2: The company will be proficiency of the operations to
able to elevate its competitive capture the new rising markets
edge in the industry by for increasing the profitability
maintaining adequate operative (Blakeman, 2018).
performance by the help
innovative and substantial
resources.
Threats ST1: As the operational costs WT1: Excruciating legislative
and demands from the supplier pressures from regional
are rising, it is consequent to governments as well as
utilise the existing positive increasing cost can be more

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brand equity and develop intensive if the geopolitical
adequate relationship and situation of operative market
execute beneficial deals with becomes intense, it can lead to
existing and new suppliers major operational difficulties
(Pitt et al., 2017). and foster significant losses
ST2: By using its extensive (Kulshrestha and Puri, 2017).
and sustainable product lines Therefore, development
and assets attractive deals can relationship with regional
established with new markets administration would be
to improve relation with beneficial in this aspect.
regional governments and
promote competitive
advantages.

Figure: 2. TOWS Matrix

(Source: Friesner, 2019)

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2.3 Porter’s Generic Model
To achieve a huge success in the marketing fields, a strategy named “Porter’s Generic Model” is
very significant to use. In 1980, Michel E. Porter has written a book named “Competitive
Strategy: Techniques for Analyzing Industries and Competitors” which enlightens about the
“Porter’s Generic Model”. There are two Broad techniques which can be derived from this
model are ‘Cost Leadership’, ‘Differentiation’ and one Narrow target, ‘Focus’. Later on the
‘Focus’ part is subdivided in two parts that are ‘Cost Focus’ and ‘Differentiation Focus’. All the
strategies mentioned above are described below in details (Boeing, 2016).

I. Cost Leadership strategy:

‘Porter’s Generic Model’ can help the Boeing Aircraft Company to increase competitive
business structure through using the strategy of Cost Leadership (Sharma, 2019). Actually two
main procedures are reflected through this strategy to build a leadership on cost.

 The Boeing Aircraft Company has to decrease the costs for the sake of all over profit; also
they must keep an eye on other companies’ product cost to set their prices as low as possible
to compete with others (Studymode, 2019).
 The company should increase its share market by making its product price lower.

By following these strategies the Boeing Aircraft Company can make a realistic profit as well as
it will enhance their business in a rapid rate.

II. The Strategy of Differentiation

A step to launch various types of aircraft making products can make the business service of
Boeing Aircraft Company more attractive than the competitors. The strategy of differentiation is
nothing but to differentiate in versatile products for marketing (Zigu, 2019). The company’s
process of following this strategy totally depends on the quality of services and products
provides by the company along with the brand value, features, management support, organized
actions and versatility of the products. By following this strategy, the Boeing Co. can deliver
more elite aircraft products than other competing Aircraft companies. The company should build
up uniqueness in products to widen dimensions to be valued by buyers. Along with it the
company should make sure that the market or buyers can identify the recompenses of quality
products (Rencher, 2019). Effective business marketing is always precious for Boeing Co. and

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for that reason it is very important to make marketing procedure flexible for rapid competition in
universal Market as well as to enable the competitiveness to hammer all the risks.

III. Strategy of Cost Focus

The Cost Focus is a variant of Focus Strategy of Porter’s model. It defines the growth of
marketing due the reasonable price fixed by the Boeing Aircraft Company. The company has to
identify the preferences and desires of consumers so that it can manage the value of products.
Although the value must be lower than other competitor companies to achieve a high growing
market (Orr, 2019). This strategy can help Boeing Aircraft Company in widening its marketing
range by fixing cheap cost rate on best and reliable products. Thus the company can build up a
global awareness for its business and it will help to reach more and more consumers rapidly.

IV. Strategy of Differentiation Focus

The Boeing Co. should be aware in the uniqueness of its products and services so that it can
target a high grossing market. This strategy is required a strong Brand loyalty for consumers
(Peeters et al., 2019). If the Boeing Co. is concerned about the position in potential business
market, it is very essential that the product should be idiosyncratic. This strategy can help the
company to put attentive skills and strengths for accurate trading.

Figure: 3. Porter’s Generic Model

(Source: Peeters et al., 2019)

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2.4 Ansoff Matrix
The Ansoff Marketing is a combination of ‘Market Development’, ‘Market Penetration’,
‘Diversification’ and ‘Product Development’. This matrix is a tool of understanding, firstly
developed by H. Igor Ansoff and published in 1957 in the Harvard Business Review.

Figure: 4. Ansoff Matrix

(Source: Buckley, Craig and Mudambi, 2019)

The four approaches are mostly effective for the improvement of operational marketing process.
The applications of the Ansoff Matrix are highly helpful for the expansion of marketing of
Boeing Aircraft Company by awaking it about the risks of each plan the company wants to work
out (Buckley, Craig and Mudambi, 2019). All the elaborations of the matrix are described below.

Market Development

To grab a leading position in universal market the Boeing Co. has to use the mix of demographic
and geographic strategies. Boeing is now the world’s largest aerospace manufacturer and it
serves more than 150 countries all over the world but there are few other manufacturer
companies too (Saragih and Sinaga, 2019). So, the Boeing Co. needs to provide attractive deals
always better than competitors. The company has to extend its global market for the valuation of
market share and to achieve a large consumer range. Also it is important to concern about socio-
economical effect on market for the changes of business plans.

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Market Penetration

The Boeing Aircraft Company should improve its business efforts to elevate the amount of
market share and also it has to increase its investments on market to raise the marketing aptitude.
The Boeing Aircraft company executives have considered increasing marketing capabilities. In
this regard, Investing in the market is furthermore feasible (Stewart and Harris, 2019). By
developing investment levels, the organization has now been able to supply its customers with
more significant products at more reasonable prices to generate customer loyalty and enhance
brand dependability. Additionally the company must conduct an objective to apply new and
innovative strategies to enter in the global market for promoting their aircraft products.

Diversification
The company incorporates effective diversification strategies to efficiently initiate the
corporation within the overseas markets. In this regard, keeping with geographical customer
expectations, the Boeing Aircraft Company introduces innovative aircraft products to its new-
fangled markets (Roth et al., 2019). Affiliating brand expectations with customer culture allows
a systematic diversification of targeting that improves marketing skills. So it can be derived that
the Boeing Aircraft Company should try to attach innovative specifications with their aircraft
products to compete with the other aircraft companies.

Product Development
The Boeing Aircraft Company also envisaged improving its production and price range in order
to achieve a more diversified and supportive client base (Alemour, Badran and Hassan, 2019).
The executive managers of the Boeing Aircraft Company should always be concerned about the
quality of the aircraft product as well as they should also enquire the authenticity and perfection
of the product because in this competitive generation the proper developed and incredible
products are very essential for the market growth of a company.

3. Critical Analysis of marketing mix (7P)

The marketing mix is one of the basic and essential tools used in different marketing strategies. It
describes the procedural or logistical part of a proposal conducted with marketing. Marketing
mix can be derived in two different types that are 4P and 7P. In this scenario the 4P marketing
mix is going to be used to determine the marketing strategy of the Boeing Aircraft Company to

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increase the marketing of the company as well as to enhance the brand awareness of the
company in the competitive global market (Yiannakides and Sergiou, 2019). The 7P marketing
mix goes through seven different steps or factors which must be determined for the enhancement
of the business of the company. Those factors are described below:

I. Product

The product demonstrates how a company produces goods for its potential purchaser. The
Boeing Aircraft Company provides the correct and adequate details about its specific services
and products for the entire target audience (‌ Saputri and Sari, 2019). The product seems to be
capable of fulfilling customer requirements. The product segment shall identify the major market
purchasers.

II. Price

The price should be labeled on the product through the revenue that the providers have preset for
that commodity. The Boeing Aircraft Company should effectively analyze the prices of the
different aircrafts that they manufacture. This could help the company to achieve more customers
and orders from all around the world (Lamichhane, 2019). The significant price of the Boeing
Aircraft Corporation provides them, more opportunity to expend their business in more vast way.
Though, the price is always calculated based on the performance and the rate of competition
faced by the company in the global market.

III. Place

Choosing the proper place for the company workplace is a very crucial fact that could effect on
the business of the company. The Boeing Aircraft Company has to analyze the proper locations
to expand their business by providing the services and products of the company in a rapid way
(Ghosh, Frias and Lusch, 2019). As well as the company has to investigate the service
requirements considered by the clients or customers of that location.

As the Boeing Aircraft Company is situated in America, it has a chance to grab some advantages
of the lower taxation system as well as supply their aircraft products and airplanes that they have
manufactures, in the global market.

IV. Promotions

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The Boeing Company is world renowned as a major commercial aircraft manufacturer. They are
not so familiar with the fact that Boeing is also a space technology, aircraft, missile defenses, and
communication systems figurehead (Wendel, 2019). The strategies for ads close the gaps
between Boeing’s public expectations and the true value as a worldwide airline. The Boeing
Aircraft Company uses the television ads and their logo and trademarks for their promotions.

V. Peoples

The companies are based on the people who continue them from both front-line Sales agents to
the CEO. It is necessary that the Boeing Aircraft Company has the smartest people, since the
products or services that the company is offering are so important to the business (Gicquel and
Lambert, 2020). Each process and understanding can be driven by the proper people. Services
are simultaneously created or ingested and facets of the customer’s experience are revised to
satisfy the individual’s personal needs and desires.

VI. Processes

The process is a buying exhibition in integrated form. Normally the network or website is used
by the main communication segment for assigning products or services. The process is however
not blocked because there is after-sale service and after the purchase, reasonable customer
connections are established (Boeing, 2016). The organization has acknowledged that the flow
rate is one of the key principles of a successful purchasing system. It is primarily genuine to
transmit products that are selected and ordered online. Holding consumers review is an effective
way to enhance customer satisfaction.

VII. Physical evidence

Physical evidence frequently demonstrates the customer’s supreme experience. A customer has

no relevant knowledge of the service (Rencher, 2019). So, the Boeing Aircraft Company is
always mindful that customers provide physical evidence to discredit them.

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 Figure: 5. 7ps Marketing Mix

(Source: Boeing, 2016)

4. Recommendation through the SAF framework

Boing Aircraft Company needs a systematic and detailed marketing strategy to successfully
perform any marketing campaign adequately in order to facilitate successful product placement.
Consequently, it is important to take into account certain future factors in this regard in order to
initiate a successful marketing strategy appropriately (Cardeal and Antonio, 2012). Boeing's
designated enhancement approach for managing supply chain accurately could be rationally
analysed in contexts of the paradigm for feasibility, acceptability along with suitability (FAS).
The feasibility alludes to the accessibility of the firm's assets to incorporate the possibilities
while acceptability scrutinises the possible future strategic probabilities for the corporation and
its stakeholders throughout the determined approach (Richter and Walther, 2016). Eventually,
the suitability factor deals with the ultimate planning and reasoning for assessing the firm's
competitive market situation.

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 I. Suitability: Through interpreting the results of the analytical tools with reference to domestic
and foreign influences, it could be reported that perhaps the company faces dramatic
increases in operating expenses, and therefore it is important for the organisation to cut future
expenses in order to minimise expenditures (Iooss and Lemaître, 2015). Furthermore,
because the business experiences comprehensive competitiveness in the established industry,
it is vital to building the distribution network and brand identification to efficiently produce a
business plan that is consistent with possibilities, including dormant challenges.
II. Acceptability: Boing Aircraft Company can hinder the implementation of price reductions
since it typically offers its client base with high quality goods. In that regard, delivering
elevated-standard quality products in low price can result in financial losses (Lin et al.,
2012). By cultivating the distribution network as well as obtaining the raw resources at
reasonable rates, the marketing process integrity can be enhanced alongside achieving
sustainability.
III. Feasibility: The fundamental problems of the proficiency discrepancy among Boeing’s
strategy as well as approaches are due to technological advances, competitive challenges and
potential impacts (Hayward, 2017). The implementation of new technologies can provide
Boeing with the opportunity to strengthen and maintain a strong collaboration with
efficiently managed suppliers. It is recommended that via using the international and
domestic assets along with the core competencies, the firm must endorse them in
implementing the core strategy within the airline business. Furthermore, Boeing's current
economic predicament but also maintained cash flow display that perhaps the firm will not
face economic issues in enforcing the transition (Bloomberg, 2019).

5. Conclusion
Thereby, it can be claimed by assessing the following context that the assimilation of prospective
organizational techniques significantly helps to improve organizational marketing functionality.
The tools and techniques described in the study were incredibly supportive in analysing the
micro and macro forces that make significant influences on the business process that led to the
improvement of the marketing tactics that were subsequently displayed in the report. Thus every
technical instrument presented comprehensive erudition regarding “Boeing Aircraft

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Company's” marketing specific scenario and helped create the marketing plan by elucidating
possible important elements.

The evaluation of the SAF model in conjunction with the assessment of the results of utilising
the analytical tool thereby offered substantial support for the development of the marketing plan
suggested in the following study. It can, therefore, be inferred that the design of the corporate
marketing plan is defined in a clear and concise manner in the following sense and that
evaluation of situational analytical tools and technologies is necessary and relevant. In this
prospect, the following contextual report can be considered to have rigorously articulated the
implementation of distinctly different analytical tools for the construction of strategic and tactical
approach and subsequently developed an extensive organisational strategy to drive marking
potential efficiently.

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Appendices
1. VRIO Analysis
Assets/Capacities V R I O
Product Quality High High Low Low

Brand Equity High Low Low High

Predilection High High High High

Client Base High High Low High

Price High Low High High

As per the VRIO analysis of the Boing Aircraft Company, all aspects of product quality, brand
equity, predilection, client base as well as price are regarded as of immense value. In terms of
rarity, all but elements of price including brand equity are considered rare (Lin et al., 2012). In
a similar context, competing businesses find it more difficult to replicate attributes of Boing
Aircraft Company's performance, brand equity and pricing strategy in a similar phase. Lastly,
this should be figured out that only product quality along with innovative reasoning are well
organised for the aviation industry is concerned, and Boing Aircraft Company should,
therefore, take the necessary steps throughout this regard to diminishing the certain major issues.

2. TOWS Analysis

A comprehensive illustration of theoretical diction regarding the TOWS analytical framework is

presented in the contextual section.

Strengths (S) Weaknesses (W)

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Opportunities (O) SO: Evaluating the strength of the WO: Evaluating the organisational
organisation to possess the opportunities and using it to mitigate
opportunities. the potential weaknesses.

Threats (T) ST: Using the potential operative WT: Evaluating the impact of
opportunities to reduce the threats threats on organisational weaknesses
that are hampering performance. and devise strategies by considering
the opportunities.

3. Porter’s Generic Model

Cost Leadership strategy It helps to concern about the production cost and the
operating cost of the company.

Strategy of Differentiation It helps the company to produce distinct products to

attract the customers.

Strategy of Cost Focus
Strategy of Differentiation Focus
This strategy helps the company to focus on the overall
production costs of the company.
This strategy helps the company to focus on the
differentiation of the product to compete with the other
companies.

4. Ansoff Matrix
Market Development This strategy helps the company to develop their market in a
vast way.

Market penetration This could help the company to enter in the new markets to
expand the business of the company.

Diversification This strategy helps the company to conduct their business in

a diverse way.

Product Development This strategy helps the company to develop their product by
using the innovative accessories in their product.

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5. Marketing Mix (7p)

Elements Functions of the elements

The product describes the commodities that the company is

Product manufacturing for its customers.

Price retails the revenue fixed by the producers for that particular
Price product.

The choosing of a better place for the workplace is a very vital

Place issue of a company.

Promotions The promotion is used by the company to spread the brand

awareness among the peoples.

A company is based in the skilled peoples or employees and their

Peoples positive effort towards their works.

It is an embedded exhibition of the purchase. It describes all the

Processes processes that is conducted by the company for its business.

It helps the customers to have a supreme experience about the

Physical evidence product of the company.

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