GSBS6041 Global Marketing Strategy and Planning : Service Facilities
Answer:
Cessna and Embraer Market Differentiation
Cessna aircraft is an American company, which manufactures aircraft and is located in Wichita, Kansas. It is a subsidiary of Textron Company and deals in general aviation aircraft and business jets (Textron Aviation, 2017). Embraer on the other hand is a Brazilian company and it produces aircraft that are commercial, military, executive and agricultural (Embraer, 2017).
Differentiation of Products and Services of Cessna and Embraer
Embraer does commercial and executive aviation. They introduced a new aircraft, the legacy that had special features such as executive interior and in-flight access of baggage department. The company increased its aircraft range to meet needs of the super to mid-sized market segment. The company fully committed to executive aviation in 2005 due to the growing market for executive aircrafts and came up with Phenom 100 and Phenom 300 to satisfy the market need (Embraer, 2017). The company has about seven types of aircraft to serve the executive market. The company also serves business executives and due to this, they launched 1000E business aircraft and Phenom 100 executive jet specifically tailored for the business line. In differentiating its products and services, the company has set up a global network of centers for service, distribution and production (Walter & Peterson, 2017). The company has over 800 jets operating in more than 50 countries.
Cessna has over the years delivered more than 200,000 aircrafts, 24,000 twin-engine planes, 2000 jets for military use and 6500 citations that are tailored for business (Textron Aviation, 2017). It has differentiated its products by encouraging a culture of innovation and coming up with many aircraft designs. Another differentiation method used is ensuring that the company has a strong brand and it has retained its reputation for more than 85 years as having high safety and perfomance standards. The company has more than 10 types of Cessna aircraft, tailored to diverse markets (Walter & Peterson, 2017).
Market Segmentation
Both of the companies have a global presence. Embraer is located in Brazil but has facilities located in United States, Portugal, Singapore, China and France. This is to serve its markets around the globe (Bruwer et al, 2017). Its main market segments are the commercial sector, business, agricultural and military.
Cessna has 15 citation service centers, 39 service facilities and over 300 services for propellers. The company has a presence in more than 25 countries and its main market segment consists of general aviation planes, military jets and business jets. It also serves the small market segments who want smaller planes (Bruwer et al, 2017).
References
Bruwer, J., Bruwer, J., Roediger, B., Roediger, B., Herbst, F., & Herbst, F. (2017). Domain-specific market segmentation: a wine-related lifestyle (WRL) approach. Asia Pacific Journal of Marketing and Logistics, 29(1), 4-26.
Embraer (2017). Essence. Retrieved from https://embraer.com/global
Textron Aviation (2017). Cessna. Retrieved from https://cessna.txtav.com/en
Walter, J. M., & Peterson, J. M. (2017). Strategic R&D and the innovation of products: understanding the role of time preferences and product differentiation. Economics of Innovation and New Technology, 26(7), 575-595.
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