Bombardier being one of the largest companies in manufacturing both planes and automobile is not immune to competition. The company is said to be the only manufacturer of plane as well as trains but despite this, it faces some competition from other companies. Bombardier being a multinational aerospace company is definitely not subjected to a lot of competition since the industry requires a huge amount for capital in order to venture . This being so, there are only several competitors who are identifiable. These include Boeing Company, Siemens AG, and Alstom. Boeing Company is one of the largest aerospace companies and it produces commercial jet aircrafts such as the 787 Dreamliner which is highly anticipated, military crafts and also military weaponry such as missile launch systems and defense systems. Siemens AG Company on its end is said to be one of the largest electronics and industrial engineering companies. It makes a wide range of products but considering we are looking at the aerospace industry, we will narrow into the products it produces in relations to the industry . This includes automation equipment and building technologies for manufacturers. Alstom Company on the other hand is a company that basically deals with speed and power. In its transport business, it manufactures everything that is related to rail-road including rail infrastructure, commuter trains, and locomotives. In addition to these, it makes high speed trains and also provides complete turnkey railroad setup. The above named companies are the major competitors of Bombardier Company. We will look now look at how the above named companies position themselves in the market.
Market positioning is a marketing strategy that entails the company emphasizing on the distinguishing features of its products or through the creation of a suitable image. In the case of Boeing, it basically targets passenger aircraft production. The production of the 787 Dreamliner is considered to be one of its thresh holds as this is a plane that is anticipated by many and as such, it brings more competition in the industry . Siemens AG on its end focuses on the production of electronic equipment that they sell to manufacturers and as such, this specialisation makes them target specific sectors thus giving it advantage to some extent. Alstom Company on the other hand is one of the biggest competitors for Bombardier in the production of high speed trains but its positioning strategy is producing fast trains that are less costly thus targeting a specified market. The company has further cemented its position through basically focusing on all rail services that can be provided such as maintenance, modernisation, infrastructure and signalling solutions.
Having identified the main products that the companies have used in their market positioning, we can draw a positioning map for the products. The positioning map is used as a reflection of existing products and services as positioned in the market in order for the firm to decide the most suitable position to place their products. Below is a positioning map for the products ; High price
High speed train Dreamliner 787 Quality
The above map shows the market positioning of Boeing company product effectively showing high quality of the product and relatively fair price which increases returns. It also shows high speed trains positioning by Alstom Company whose cost is relatively high as compared to quality. The positioning of products is part of marketing strategy.
References
Gilad, B. (2003). Early Warning: Using Competitive Intelligence to Anticipate Market Shifts. New York: AMACOM Div American Mgmt Ass.
Hartley, K. (2014). The Political Economy of Aerospace Industries. Ontario: Edward Elgar Publishing.
Louis E. Boone, . L. (2015). Contemporary Marketing. Oxford: Oxford Publishers.
M. C. Cant, . W. (2009). Marketing Management. London: Blackwell Publishers.
Philip Lawrence, . B. (1992). Strategic Issues in European Aerospace. New Jersey: John Wiley and Sons.
Sengupta, S. (2005). Brand Positioning: Strategies for Competitive Advantage. London: Cengage Learning Press.
