When people talks about aircraft, the most familiar aircraft might be Boeing due to its long history and good performance. However, in the recent years, many problems exist on Boeing’s aircraft, such as overheat battery of Boeing’s 787 Dreamliner¹. This causes Boeing to lose buyers that recently Japan Airlines chose to buy aircraft from Airbus. In fact, Japan Airlines has been purchasing aircraft from Boeing for a long decades. However, the problems of Boeing aircraft decreased the customer and increased the cost of Japan Airline. Thus, Japan Airline made a deal to buy 31 Airbus A350 wide-body jets from Airbus².
In order for a brand to hold its position in a competitive market, it has to have its unique value proposition. For a aircraft industry, the main goal is to provide a safe aircraft. In this case, Boeing provided the light-weighted Boeing 787 Dreamliner, initially to save cost for airlines, but series of problems results in a higher cost. In such competitive market, any negative information of a company will cause the company lose customers and suppliers, even for the company that has been cooperating for a long period of time.
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