Product details

The case study focuses on the growth of Airbus and it also covers extensively the competition in the aerospace industry. The case provides a detailed account of the structure of the aerospace industry and the nature of competition in the industry. It explains how Airbus achieved a leadership position with market share increasing from 13% in 1995 to 57% in 2002. The case also provides information about the Airbus''s A-380 aircraft and how the success of this model could provide a competitive advantage for Airbus. The case is structured as to enable students to: (1) understand the structure and nature of competition in the aerospace industry; (2) understand how innovative product development can lead to competitive advantage, catapulting a company to the No 1 position; (3) understand the strategies adopted by a challenger to take on the established and entrenched market leader in a highly regulated industry; (4) understand the impact of operational efficiencies on the success of a company; and (5) evaluate the impact of the external environment on the performance of the aerospace industry. The case is intended for MBA/PGDBM level students as part of the strategy and general management curriculum.