Boeing Case Study: The 787 Dreamliner

Date: January 5, 2012
Pages: 17
US$ 495.00
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Publisher: MarketLine
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: BB00C046A87EN

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Boeing Case Study: The 787 Dreamliner

In 2011, Boeing made the first commercial delivery of its 787 Dreamliner. It is designed to offer the airline's enhanced fuel efficiency and long-haul capability in a mid-sized jetliner. This case study will show how Boeing responded to customer demand in order to make the Dreamliner a reality, and how its strategy differed from that of Airbus, its chief rival.

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Fuel is a major cost for airlines, and its price is likely to continue to rise. This is generating demand for fuel-efficient planes. Boeing’s new 787 was designed to offer ‘super efficient’ fuel consumption.

Your key questions answered
  • What are the key design features of the Boeing 787? How do they relate to Boeing's commercial strategies?
  • Why do Boeing and Airbus view the future of air travel differently?



Airlines are facing high, rising, and unpredictable fuel costs
  Aviation fuel forms an increasing proportion of airline costs
  Carriers use several strategies to reduce the impact of fuel costs
  Fuel surcharges displace costs onto passengers
  Hedging provides some insurance against future fuel price increases
  Fuel efficiency is a longer-term solution
Fuel-efficient aircraft, like the 787, are in demand from airlines
  The 787 is equipped with highly efficient engines from Rolls-Royce and GE
  Design and build have also contributed to efficiency
Boeing and Airbus view the future of air travel differently
  Both companies agree that airline traffic will increase, driving demand for planes
  Airline routes may be point-to-point or hub-and-spoke
  Airbus predicts that hub-and-spoke routes will continue to grow
  But Boeing predicts that point-to-point routes will be increasingly important
Hub-and-spoke and point-to-point need different plane designs
  Hub-and-spoke operations favor planes with high passenger capacities
  The Airbus A380 is a long-range plane with greater passenger capacity than the 747
  The Boeing 787 is a medium-sized plane with the range of a 747
Boeing already has a strong order book for the 787


Boeing’s demand predictions borne out by orders


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