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Brand wars (1)

Apr 09, 2018

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    AIRBUS BOEING

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    BOEING

    Founded in 1917, Seattle Washington

    The world's largest aircraft and aerospacemanufacturer .

    The second-largest defense contractor in the world

    $ 63.6 billion in revenues (2009)

    The largest exporter in the world for commercial jets Latest addition to the family is Boeing 787 dream liner

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    AIRBUS

    Airbus was founded in 1970 as a consortium of four European aircraft manufacturers

    British (20%), France (37.9%), Germany (37.9%), Spain(4.2%)

    It was originally a marginal competitor and unlikely tochallenge US dominance

    Since 1981, however, Airbus has confounded its critics bygaining market share

    In 2000, Airbus made the transition from a consortium to afully functioning private entity

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    AIRBUS VS. BOEING

    Severe competition with each other in themanufacturing of commercial jet planes

    Recent examples of airbus A380 and Boeing 787dreamliner.

    A350xwb vs high end of 787 and 777

    A330-200 vs 747

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    SUBSIDY CONFLICTS

    Boeing has accused airbus for receiving subsidies fromEuropean union

    Airbus has argued that Boeing receives illegalsubsidies through military and research contracts andtax breaks.

    Airbus argues that the military contracts awarded to

    Boeing, the second largest U.S. defence contractor, arein effect a form of subsidy.

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    NASA also provides significant support to Boeing

    InAugust 2010, the WTO ruled that the EuropeanUnion's funding to Airbus through the use of loans withbelow market rates, and research grants andinfrastructure/runway funding initiatives were illegal

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    ORIGINS OF TRADE DISPUTE

    1980s:The dispute started when Airbus began to obtainall its capital from European government to launch newaircraft

    1992:US

    .-EU

    agreement on large civil aircraft.Itplaces limits/ eliminate certain government support,

    including limiting launch aid to 33% of the costs ofdeveloping a new aircraft.

    Launch aid - - Financing with no or low interest and

    repayment is tied to, and entirely dependent on, salesof the financed aircraft.

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    Support should be repaid at an interest rate noless than the government cost of borrowing and

    within no more than 17 years

    Prior to the agreement, 75% of developmentcost was provided by European government for

    Airbus

    Boeing was a recipient of indirect support aswell

    Tax breaks from states (Washington, Kansas,and so on)

    Technological benefit from govt. sponsoredR&D programs

    Military contracts

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    Since the 1992 agreement, Airbus captured larger andlarger market share (beginning 2003).

    Fall 2004, attempt to modify the 1992 agreement

    In October 2004, the United states withdrew from the1992 agreement and filed a complaint in the WTO.

    EU responded by filing its own complaint

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    Each side claims that a large amount of the otherssubsidies has been channeled toward the launch ofnew super-sized passenger jets:

    BOEING 787 Dreamliner

    AIRBUS 380 Super Jumbo

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    COMPARISON

    AIRBUS 380 BOEING

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    GEOGRAPHICAL AREASCONCENTERATEDARE THEASIANMARKET,MIDDLEEAST AND

    SOUTHERNEUROPE.

    TARGETING LONG HAUL FIGHTSWITH A380.

    TARGETED MOREOF LOW COSTAIRLINE WITH A320

    TARGETS THENORTHAMERICANANDEUROPEAN

    MARKET. TARGETS MOREOF MATURE

    ECONOMICS.

    TARGET CHINABECAUSEOFVAST GEOGRAPHICAL AREA

    ASIAN MARKET FORSHORTHAUL FIGHTS

    SEGMENTATION AND

    TARGETING

    BOEING AIRBUS

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    TARGETSCOMMERCIALAIRLINECO

    MPANIES

    ,GO

    VERN

    MEN

    TA

    LANDNONGOVERNMENTALORGANIZATIONS.

    BOEING

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    SUPER JUMBOOF ALLMACHINES

    BOTH INSHORT AND LONGDISTANCE FLIGHTS WITH A380WHICH HASNONSTOP ANDA330,320 HAD TRANSIT STOPS

    SHORT DISTANCE-BOEING737

    LONGDISTANCE- BOEING777,787

    LUXUARYAIRCRAFT

    FUEL EFFICIENT ANDENVIRONMENTAL FRIENDLY

    POSITIONING

    BOEING AIRBUS

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    CHARACTERISTICS BOEING 787 AIRBUS 380

    SIZEANDCAPACITY 200-300 PASSENGERS 550 + PASSENGERS

    (DOUB

    LE

    DECKER)

    RANGE 8200 NAUTICAL MILES 8000 NAUTICAL MILES

    NUMBEROF ORDERS 235 178

    ENGINEGENERAL ELECTRIC OR

    ROLLS-ROYCE TRENT 1000

    ROLLS-ROYCEORENGINEALLIANCE

    FLYINGSPEED 954 KMPH 945 KMPH

    HEIGHTAND WEIGHT 55 FT, 380000KG 80.2 FT, 521000KG

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    TOTAL ORDERS FORAIRBUS AND

    BOEING

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    TOTAL DELIVERY FORAIRBUS AND

    BOEING

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    BOEINGS POSITION

    Case filed with WTO in 2005 in response to the $1.7 billionlaunch aid for its new A350 aircraft, which violates subsidyagreements

    Risk-free money shifts risk from manufacturer to EUtaxpayers

    Repayment is contingent upon success of aircraft sales.

    EU claimed that launch aid was necessary to help aninfant industry compete against a mature company.

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    AIRBUS

    Airbus counter-filed against Boeing, claiming:

    Boeing has been receiving illegal government subsidiesthrough tax breaks and defense contracts

    Airbus contends that it has repaid over $6.4 billion inloans, over 40% more than has received.

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    CURRENT STATE OF AFFAIRS

    WTO will set up panel to investigate E.U.s claims that the U.S.Government is subsidizing Boeing

    Both sides playing blame game accusing one another of not

    cooperating Complexity of case may result in further delays in resolving this

    issue - brings to question the ability of WTO to handle tradedisputes.

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    AIR TRANSPORT AND TRADE

    Both companies suffered after 9/11

    Airbus was the first to recover after 9/11 after orders of 375planes had come

    Recession also had an affect on both the companies

    Airbus was severely hit because of the A380, a 380 neededmore runway space so the governments could not fund more forairports

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    PRIMARY USERS OF A380

    Emirates

    Singapore airlines

    Qantas Air france

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    CONCLUSION

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