In July 2004, Bombardier Aerospace announced its goal to produce a new family of aircraft called CSeries. In May 2007, three years following the initial announcement, the final decision on whether to proceed together with the initiative was still pending. Moreover, in this period, the company released several confounding announcements that raised concerns in relation to the sustainability of the organization's long-term strategy among industry analysts and investors. In the meantime, Brazilian Embraer had invested heavily in research and development (R&D) and taken the leadership position in the regional aircraft segment from Bombardier.
Consequently, Bombardier was confronted with a serious dilemma: launch or not establish the CSeries project. Regardless of what the matter was, it was expected to really have a major effect on the future market positioning of Bombardier. More particularly, pupils assess these choices predicated on internal and external surroundings, identify the choices available to Beaudoin, should do a full analysis of the company's external environment and recommend a plan of action. For Beaudoin, the recommendation was due before the annual meeting of shareholders, scheduled on May 29, 2007.
PUBLICATION DATE: September 19, 2011 PRODUCT #: W11176-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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