Boeing, along with Airbus, are the two biggest competitors in the airliner market and each company produces a variety of planes aiming to accomplish different missions. The most recent marketing technique under debate is Boeing buying back its older versions of the 747 in order to increase sales of the new version- 747-800s.

If I was to make a SWOT analysis for the new promotion of the 747-800s, it would be as follows:

• Strengths: long range, capacity, marketing strategy of buying back older 747s
• Weaknesses: competition can accomplish the same mission, high maintenence costs, less fuel efficient
• Opportunities: international airlines, airline companies who currently own the older 747s, increasing demand for long distance travels
• Threats: competition, increase in fuel prices, increase interest in transporting cargo by rail or bellies of passenger planes

Boeing’s 747 originally aimed for capacity and long range hauls, but with the increase of competition in the market, including Airbus 340-500/600s and Boeing’s own 777 ERs(extended range), many analyses predict low sales for the 747-800. Boeing’s 747’s point of difference before was its ability for long distance travels, but not that point of difference has now become a point of parity among its panel of competitors that entered that market since 1969.

Despite senior aerospace analysis George Ferguson’s negative thoughts on the new 747-800’s, the numbers are showing otherwise. Boeing has been producing 747s since the 1969 and 737s since 1966. I find it interesting how the world’s demands and technology has changed so much, but the airliner industry is still slowly catching up with the increase in demand. Although I predict that the aviation industry will take great advances in the following 50 years, I am more excited to see what future 747 and 737s have in store for the world that makes them such a strong competitor in the market.