Since the beginning of the financial crisis in 2008, many companies and industries have had to respond by changing their marketing strategies. In times of economic uncertainty, it is important that companies really focus on what is going to create value for customers. According to this article, both Airbus and Boeing have done market research to identify the wants of airplane passengers and found that due to the need of replacing “aging and inefficient” planes, there will be a demand for new passenger aircrafts. Both companies have segmented “urban middle-class people” to be a group that they have an opportunity to reach. According to the picture below, there is an increasing demand for air travel.
With this increase in demand, airlines are looking to decrease maintenance and fuel costs which can be accomplished with the new planes Airbus is making. Airbus has done a good job of researching the market and identifying what not only airplane passengers needs are, but how this will affect the wants of airline companies that they market their planes to.