Marketing Analysis Snecma in U.S
Assignment
Industry: Aeronautics
Company: Snecma (FRA). Aerospace engines manufacturer.
Implementation market: United States of America
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Table of contents
Table of contents 3
1) Industry analysis (1000-1200 words) 4 a. Definition of the industry 4 b. Market trends in the last three years 5 c. Economic structure (pure competition, oligopoly, monopoly) 8 d. Basic business models (differentiation strategies, cost-leadership strategies, and focus strategies) 9
2) Description of the company (200-300 words) 11 a. Snecma and its main products 11 b. Main geographical markets 12
3) Marketing mix in U.S.A (2000 words) 13 a. Main competitors (very brief) 13 b. Analysis of the marketing strategy in U.S.A (Segmentation, Targeting, Positioning) 15 c. Analysis of the marketing mix 20 d. Main environmental and market reasons behind the strategy & conclusions. 23
Methodology 26 Main sources (primary and secondary data) 26
Appendix 27 Complete list of references (not counted in the words) 28
Industry analysis (1000-1200 words)
1 Definition of the industry
The aerospace industry is very specific in many ways. It includes both aeronautics and astronautics, which means that the possible applications are very variables: helicopters, private jets, airliners, military aircrafts, rockets, satellites, etc. We will see later that Snecma is implied in every last of these examples. Each of these fields implies very specific knowledge, researches, infrastructures, partnerships and so on. Aerospace and military applications are not concerned by the marketing as we learn it in a business school; it is much more about governments’ trades and secrets, counterparts, etc. But the other applications cited above are definitely concerned by the marketing. This is why this paper will be focused on the civil aeronautics (and on the engines manufacturing as it is Snecma’s market).
Industry: Aeronautics
Company: Snecma (FRA). Aerospace engines manufacturer.
Implementation market: United States of America
[pic]
Table of contents
Table of contents 3
1) Industry analysis (1000-1200 words) 4 a. Definition of the industry 4 b. Market trends in the last three years 5 c. Economic structure (pure competition, oligopoly, monopoly) 8 d. Basic business models (differentiation strategies, cost-leadership strategies, and focus strategies) 9
2) Description of the company (200-300 words) 11 a. Snecma and its main products 11 b. Main geographical markets 12
3) Marketing mix in U.S.A (2000 words) 13 a. Main competitors (very brief) 13 b. Analysis of the marketing strategy in U.S.A (Segmentation, Targeting, Positioning) 15 c. Analysis of the marketing mix 20 d. Main environmental and market reasons behind the strategy & conclusions. 23
Methodology 26 Main sources (primary and secondary data) 26
Appendix 27 Complete list of references (not counted in the words) 28
Industry analysis (1000-1200 words)
1 Definition of the industry
The aerospace industry is very specific in many ways. It includes both aeronautics and astronautics, which means that the possible applications are very variables: helicopters, private jets, airliners, military aircrafts, rockets, satellites, etc. We will see later that Snecma is implied in every last of these examples. Each of these fields implies very specific knowledge, researches, infrastructures, partnerships and so on. Aerospace and military applications are not concerned by the marketing as we learn it in a business school; it is much more about governments’ trades and secrets, counterparts, etc. But the other applications cited above are definitely concerned by the marketing. This is why this paper will be focused on the civil aeronautics (and on the engines manufacturing as it is Snecma’s market).