The 16 page paper is based on the case study provided by the student. Z-Wing is a dominant manufacturer of aircraft it is facing stiff competition. The paper outlines the situation analysis of the company including a SWOT analysis, examination of the competition, product offering, keys to success, critical issues and historical results. The paper then outlines a marketing strategy specifying the marketing and financial objectives, the target markets, positioning, and marketing mix. The paper then presents some financial details including a break even analysis and sales forecast before ending with an outline of the relevant controls in contingency plans should be put in place. The bibliography cites seven sources.
Name of Research Paper File: TS14_TEzwing2.rtf
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3.3 Financial Objectives 11 3.4 Target Markets 11 3.5 Positioning 12 3.6 Strategies 13 3.7 Marketing Mix 13 3.8 Marketing Research 15 4. Financials 15 4.1 Break-even Analysis 15 4.2 Sales Forecast 16 5. Controls 16 5.1 Implementation 17 5.2 Contingency Planning 17 References 18
1. Executive Summary This paper looks at the case of Z-Wing, the dominant supplier in the aircraft market, but one which is facing challenges with falling market share
and a high level of competition from a single major competitor; Janssen. The strengths including a strong product line, good management and a good financial and sheet the company needs
to reinvigorate its brand and image in order to gain more orders and regain market share. The paper outlines a strategy to reduce the product in the core market in
order to increase market share, and a strategy to increase sales from entering the niche market to sell private jets to wealthy individuals or corporations. The plan, which is based
on existing core competencies, projects a break even point in you four, and an increase in revenues of 10% over the next five years. 2. Situational Analysis 2.1 Market Summary Z-Wing
manufacture and supply aircraft the local aviation market. The market is an oligopoly; a market model then there either only a few operators, or the market is dominated by only
a few operators, even if they are operating under subsidiary companies giving a dominant companies control over the market (Mintzberg et al, 2003). In this case of the global aviation
market there is highly consecrated oligopoly known as a duopoly, where the majority of the market is controlled by only two companies which control 97% of the market. The competitors
are Z-Wing with a 50% share, and Janssen which control 47% of the market. It is a competitive duopoly with the company fiercely competing against each other. This duopoly has
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