Marketing research of aviation industrial companies in aircraft family definition
Economics and management
Moscow Aviation Institute (National Research University), 4, Volokolamskoe shosse, Moscow, А-80, GSP-3, 125993, Russia
AbstractAircraft production industry is a very knowledge-intensive sector. Its effective operation is very essential for provision of government social-economical development.
In the conditions of competitive market, such as Russian and world market of civil aircraft, the necessary condition for obtaining commercial success is an increasing of competitiveness of civil aerotechnics, that depends on variety of parameters: aircraft performance and operation characteristics, reliability, safety, economical characteristics, comfort and ease of maintenance, standardization and certification, additional services and guaranties.
Along with above mention there is a factor “aircraft family” that has influence on appeal of product proposal of aircraft production companies.
Marketing research plays an important role while definition of directions of aircraft family development. It is reasonable to you strategic analysis instruments for generalization of results of market and production resources analisys.
Therefore the subject of the article is definition of a role and possibilities of marketing research and marketing analysis in elaboration of strategic alternatives of product offering development of aircraft-production enterprise.
In consideration of the premises the theme of the article – marketing research of aircraft production enterprises aircraft family elaboration.
The objective of the work is to determine the civil passenger aircraft competitiveness increasing directions on internal and on the world market.
The method of the work is system analysis of internal and external environment while strategic decision making and complex estimation of market potential of variants, competitive environment perspectives changes, construction technological and operation characteristics of the current variants. This provides to select the most efficient aircraft family development variant taking into account a degree of creation possibility and influence intensity of above mentioned factors.
The results of the work are showed by the example of feasibility evaluation of SukhoiSuperjet 100 aircraft family development variant by Sukhoi Civil Aircraft Company.
The example characterize a result aria use, that could be determined as plans feasibility increasing of aircraft production company.
On the basis above mentioned it is possible to make a conclusion that company internal and external environment marketing research plays a key role as well as a proper interpretation of research results made with strategic analysis methods, during definition of aircraft production company output program.
Keywords:aerospace industrial equipment, product offering, market research, strategic analysis, family of flyers
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