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You got the job! You have been appointed the director of strategic planning for the Fortune Global 500 company you selected in Module One. They were impressed with your detailed background research about the company’s vision and goals.
The vice president of strategy and operations (VP) has confided to you that strategic planning has been a challenge for the company over the past year, specifically crafting new strategies and aligning them to the company’s mission and goals. You have now been tasked with creating a new strategic planning proposal to help the company explore at least one new growth opportunity to increase its revenue or market share in the industry.
To create your proposal, you first need to analyze the company’s business environment and identify possible opportunities for growth. In this assignment, you will analyze your company’s internal business environment and explain its influence on revenue or market share.
Prompt
Perform an internal environment analysis of your company to understand the company’s current business environment and future goals. Use resources such as the company website, which will have pertinent information including its most recent sustainability report, and other relevant sources to help complete this presentation. You can also use the resources in the MBA Library Research Guide to conduct further research about your company.
Create a Microsoft PowerPoint presentation to show the results of your analysis. Use both on- slide text, images and speaker notes in your PowerPoint slides to convey your information effectively. Extensive speaker notes should be used, while addressing all of the rubric elements in the presentation. For example, you can use brief, bulleted lists summarizing the highlights of your analysis on the slide and include more detailed explanations in your narration or speaker notes.
Specifically, you must address the following rubric criteria:
Overview (slide 1): Provide a brief overview of the company’s products, services, and customer base.
Existing Entities (slides 2–3): Identify at least two existing partnerships, mergers, or acquisitions. Explain how these entities contribute to the company’s revenue or market share.
Five-Year Goals (slide 4-5): Speculate on what the company wants to achieve in the next five years by considering its mission statement, its values and goals, and relevant sections of its sustainability report.
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1-3 Journal
LaKisha R. Harris
Southern New Hampshire University
MBA-540-Q4707 Org Strategy in Global Env 24TW4
Dr. Quiana Bradford
May 18, 2024
2
Company Overview
Established in late 1970 as a Groupement d’Intérêt Économique (Economic Interest
Group or GIE) in France by initiatives of governments of West Germany, the United Kingdom,
and France, the organization had its headquarters moved to Leiden, Zuid-Holland, the
Netherlands. Airbus currently employs around 55,000 individuals from over 140 nationalities
and has its significant operations spread out throughout the Europe zone, Africa, Asia, and the
North and South Americas. It is a prominent global maker of commercial airplanes, military
transports, helicopters, satellites, and launch vehicles. (Airbus SE, 2024). Additionally,
the corporation provides aerospace and military products for government and commercial clients.
The A320 and A350 remain the most popular aircraft ever produced by the company as much as
its product list continues to go grow. As initially indicated, Airbus traces its origin to the
initiative between three governments; the UK, France, and West Germany (before the
unification) hence the establishment of its main production and manufacturing facilities in the
three countries.
Customer Base
One thing we must agree on is that the products that Airbus company deals in are not
meant for ordinary consumers for direct consumption but rather two consumer segments
including airline companies which can be referred to in this instance as businesses and
governments on behalf of their militaries. The two customer divisions have sustained the
company throughout its existence with each segment going through dynamic shifts in terms of
the various product needs and demand. For instance, the commercial aviation segment, where the
main customers include airlines from around the globe buying passenger airplanes for
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international travel as well as cargo planes for freight transportation. The leading commercial
airlines working with Airbus include Delta Air Lines, Lufthansa, Emirates, Turkish Airlines, and
American Airlines (Simple Flying, 2020). These airlines are currently the leading in terms of the
number of passengers they fly each year through various routes worldwide.
Its second customer segment, which is the leading in terms of revenue is the defense and
space exploration customer division. As initially mentioned, the primary customers in this
segment include government space agencies and national militaries. Some of the most soughtafter products in this division include military aircraft, satellites, launch vehicles, and other
related systems. Some of the governments that have had long-term defense cooperation with the
company include Spain, France, Germany, and the United Kingdom.
Obstacle
Like many businesses and individuals this past year, the biggest obstacle about Airbus SE
is facing is the disruption caused by the COVID-19 pandemic to the global aviation industry.
“A new report from the UN’s air transportation agency confirmed there was a “dramatic” fall in
international air travel due to COVID-19, of around 60 percent over the course of 2020” (UN
News, 2021). After that, Airbus recorded a 33% decline in financial performance in the same
year. Despite a return to normalcy in 2021, the industry still grappled with labor shortages and
the unstable prices of fuel exacerbated by wars between Ukraine and Russia. This equally
affected the global supply chain the same.
4
Potential Impact
The decline in demand for new aircrafts resulting from the effects of the pandemic on the
international travel industry and commercial airlines has impacted the revenues of the company
and its market share, particularly in the vital single-aisle market segment. In 2020, Airbus’
revenues declined by 29% year-over-year (MarketLine, n.d).
5
References
Airbus SE. (2024, January). Who We Are. Retrieved May 18, 2024 from Airbus:
https://www.airbus.com/company/we-are-airbus.html
MarketLine. (.n.d). Airbus SE. Retrieved May 18, 2024 from MarketLine: https://advantagemarketline-com.ezproxy.snhu.edu/Company/Summary/eads-nv
Simple Flying. (2020, May 19). These Airlines Are Airbus’ Biggest Customers. Retrieved from
Simple Flying: https://simpleflying.com/airbus-biggest-customers/
UN News. (2021, January 15). Air travel down 60 per cent, as airline industry losses top $370
billion: ICAO. Retrieved May 18, 2024 from UN News:
https://news.un.org/en/story/2021/01/1082302#:~:text=Airplane%20passenger%20numbe
rs%20dropped%20by,of%20the%20COVID%2D19%20pandemic.&text=A%20new%20
report%20from%20the,levels%20last%20seen%20in%202003.
This guide is your one-stop library resource for scholarly and non-scholarly books and eBooks, databases
and journals, web resources, research tips and tools, career information, and more on business and
related topics! In this guide you’ll also find information on library services, tools, and other web
resources to help you write your papers, do your presentations, cite your sources, and more.
Use the blue buttons on the left to navigate through the guide and find what you need. Ask a librarian
(ask@snhu.libanswers.com) if you need additional assistance!
Business is a fascinating and varied discipline. Often, you’ll find that the core resources below contain
the information you need for your research. Also look to the menu on the left, where librarians have
identified helpful resources for specific areas of research.
Core Resources
Articles
Business Source Ultimate – EBSCO This link opens in a new windowThis resource contains full-text
articles and reports from journals and magazines.This resource contains newspaper articles.This resource
contains case studies.
Business Source Ultimate includes news articles, peer-reviewed articles, case studies, country economic
reports. It also includes company profiles, SWOT analyses, and interviews with executives and analysts.
ABI/INFORM Collection – ProQuest This link opens in a new windowThis resource contains full-text
articles and reports from journals and magazines.This resource contains newspaper articles.This resource
contains case studies.
Major source for academic journals, trade publications, market and industry research reports, company
annual reports, dissertations, and working papers. Also contains country profiles and economic forecasts
for most major economies.
Emerald Insight This link opens in a new windowThis resource contains full-text articles and reports from
journals and magazines.
Provides full-text access to journals in management, HR, marketing, the sciences and technology.
Books
Harvard Business Review Press – EBSCO This link opens in a new windowThis resource contains ebooks.
The Harvard Business Review Press collection includes the publisher’s complete catalog of e-books,
offering more than 600 existing titles, plus new e-books added each year in January. Subjects covered
include Innovation, Leadership, Management, Strategy, Technology.
SAGE Knowledge This link opens in a new windowThis resource contains streaming video.This resource
contains ebooks.This resource contains reference materials like dictionaries, maps, directories,
encyclopedias, etc.
SAGE Knowledge is home to an expansive range of SAGE eBook and eReference content alongside SAGE
Video, containing over 4,600 titles. Content includes reference works, academic books, professional
development titles and more. This cross-media platform allows users to search and browse over 10,000
items, video, book and reference titles within the Social Sciences.
Business Expert Press This link opens in a new windowThis resource contains ebooks.
Business Expert Press is a collection of ebooks about topics in business including sustainability, public
relations, business ethics, and more. How to download an eBook from Business Expert Press.
Company & Industry Information
https://www-mergentonline-com.ezproxy.snhu.edu/basicsearch.php
Mergent ONLINE This link opens in a new windowThis resource contains full-text articles and reports
from journals and magazines.This resource contains data or statistics.
In-depth public and private company profiles, financial information, and industry overviews. Includes
Mergent EventsData, Mergent Horizon, and Investext. Read this FAQ for information on how to access
and use Investext. Read this FAQ on how to access income statements and balance sheets in Mergent
Online. Read this FAQ for information on Mergent Horizon.
https://www-capitaliq-com.ezproxy.snhu.edu/CIQDotNet/Login-okta.aspx
Capital IQ (Standard & Poor’s) This link opens in a new windowThis resource contains data or
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S&P Global Market Intelligence combines broad data, powerful analytics, and deep sector intelligence.
Includes company profiles and financials of both public and private companies, in-depth global data for
17 industries; 7 industry-specific financial statement templates, and more. NOTE: All users must register
for accounts to use this database. Read this FAQ for more details on how to create an account. Need help
using the database – check out the Academic Resource Center.
IBISWorld This link opens in a new windowThis resource contains data or statistics.
Largest web-based industry research provider covering over 13,000 domestic and international
industries. Shapiro Library provides access to US Industry Market Research, IExpert Summary Reports,
Business Environment Database, US Specialized Industry Reports and Global Industry Reports. Watch a
video overview of the new IBISWorld interface – please note that due to our authentication model
personalization features are not available. The IBISWorld classic interface will be available until mid2020. If you encounter a login page when accessing that link, please open it in a different browser.
MarketLine This link opens in a new windowThis resource contains full-text articles and reports from
journals and magazines.This resource contains data or statistics.This resource contains case studies.
Quality business reports including company profiles, market reports, industry outlooks and country
economic and demographic conditions.
