Question

Marketing question

You have been appointed Vice President of Marketing for Boeing. You have been asked to direct your Marketing team to respond to the Boeing 737 MAX fiasco following two major crashes and loss of life. Who will be your audiences, and what will be your key Integrated Marketing messages?

You are aware that the Boeing Mission Statement is as follows:

The Boeing mission statement, which the company refers to as its vision, is, "People working together as a global enterprise for aerospace industry leadership." The company takes a multi-faceted approach to achieving its vision.

You are also aware that your major competitor, Airbus, mission statement is:

Airbus is an international pioneer in the aerospace industry. We are a leader in designing, manufacturing and delivering aerospace products, services and solutions to customers on a global scale. We aim for a better-connected, safer and more prosperous world.

Answer 1

Integrated marketing message will involve 3 stakeholders namely : Customer, Employees, Shareholders.

The redefined mission should now include:

1. Creating sustainable business value for shareholders, safe and quality assured services for customers, and best in class environment for our employees to work.

The integrated marketing campaign must involve TV, Radio, Print, Out of home media, Social Media, Digital media, Mobile.