sonic cruiser

CASE STUDY
PRESENTATION
Manisha Yadav
BBA V

BOEING’S PRODUCT
DEVELOPMENT STUMBLE

SONIC CRUISER

Executive Summary…
 The case set up in 2003 is about BOEING, the world

pioneer and leader in aerospace industry and their just one product stumble that cost them to run 2nd for the
1st time in a two horse race. They wanted to develop a high speed jet liner called SONIC CRUISER which could carry 225 passengers at close to the speed of sound and was referred to as “the next great flying machine”.
But the product couldn’t become reality because:

Cont…
 It was a wrong plane at the wrong time, and
 It demanded too many changes in the conventional air

traveling, repair and maintenance.
 Though initially it seemed lucrative to some airliners, but then 9/11 happened and changed everything. The aviation industry underwent a big economic low, and was in search of cheap and economical products.
 Besides, Boeing itself was confused whether to go for super efficient plane or the sonic cruiser.

Cont…
 Even after 4-5 rounds of meetings with the customers,

boeing was still not able to make its decision. Airbus, which was following every step and move of boeing grabbed every opportunity to make a mock of boeing’s sonic cruiser. At last boeing decided to cancel the project saying that they will come up with the project later as it requires more detailed and refined research.

Chronology of Boeing company
 Founder: William E. Boeing ( 1881-1956)
 March 19, 1910: Mr. Boeing bought a shipyard in

Seattle which later on became his first airplane factory.
 May 9, 1917: the Boeing Airplane Company got its name.  World War II: B17 and B29 Bombers.
 1958: Boeing 707, the first civillian passenger plane.

Chronology of the company (cont.)
 1969: Boeing 747 Jumbo Jet.
 Recent Acquisitions:







1996: Rockwell International
1997: McDonnell Douglas
2000: Hughes Aircraft
1,80,000 Employees currently.