The purpose of the thesis is to compare and explain processes related to aircraft sales in aircraft manufacturers´ marketing departments of large and small aircraft producers in practice and on examples. Due to complexity of marketing processes which are performed by large manufacturers it was decided to dedicate to this processes the practical part of the thesis, and because of that the case study is focused on these processes. The reason for this research is the fact that there are no other theses, literature or materials for students that comprehensively describe and compare processes inside marketing departments. It was decided to study processes used by small and large aircraft manufacturers´ marketing departments. Detailed search of the literature available did not yield desired results in terms of needed information and before it was decided to contact professionals from the aircraft manufacturer marketing field and use personal experience of the author in the subject under study. To be able handle the subject properly and sufficiently it was necessary to use different kinds of information resources and cooperate with senior analysts from the industry. After data gathering and comparison it had been found that there are extraordinary differences between large and small aircraft manufacturers´ marketing departments. The results of this thesis, and comparisons, should serve as an overall overview of the studied subject and as an information source not only for students of aviation subjects. The conclusions arrived at here can serve as a basis for further research of this wide topic.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Aircraft Manufacturer Marketing
- Marketing Strategies
- Sales Processes
- Customer Relationship Management
- Comparison of Marketing Processes
- Large Aircraft Manufacturers
- Small Aircraft Manufacturers
- Case Study: Airbus
- Marketing Department Structure
- Sales Process
- Customer Relationship Management
- Case Study: Embraer
- Marketing Department Structure
- Sales Process
- Customer Relationship Management
- Analysis and Comparison
- Marketing Strategies
- Sales Processes
- Customer Relationship Management
- Conclusions
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master thesis aims to compare and analyze the marketing processes employed by aircraft manufacturers, focusing on the differences between large and small producers. The study utilizes practical examples and case studies to provide a comprehensive understanding of the subject. The thesis addresses the lack of existing literature and research materials that comprehensively cover this topic.
- Marketing strategies in the aircraft manufacturing industry
- Sales processes for aircraft manufacturers
- Customer relationship management in aircraft manufacturing
- Comparison of marketing processes between large and small manufacturers
- The impact of size and market share on marketing strategies and processes
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the concept of aircraft manufacturer marketing, outlining the key elements and challenges involved. The second chapter delves into the marketing strategies and sales processes commonly employed by aircraft manufacturers, including a discussion of customer relationship management practices. The third chapter compares and contrasts the marketing processes of large and small aircraft manufacturers, focusing on their differences in structure, resources, and strategies. This section provides a detailed analysis of marketing activities in the industry.
Schlüsselwörter (Keywords)
The core keywords and topics explored in this thesis include aircraft manufacturer marketing, marketing strategies, sales processes, customer relationship management, comparison of marketing processes, and case studies of Airbus and Embraer. The study examines the impact of size and market share on marketing activities, providing a comprehensive overview of the subject.
- Citation du texte
- Ing. Karol Götz (Auteur), 2012, Comparison of aircraft manufacturers marketing processes, Munich, GRIN Verlag, https://www.grin.com/document/212075
