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Z-Wing

Executive Summary
The Z-Wing organization is the largest manufacturer of commercial and military aircraft. The organization has annual revenue of $60 billion, and a market cap of $35 billion. Z-Wing currently has 50 percent of the world's commercial aircraft market with its 824, 878, and 888 aircraft. The current outlook is that the commercial and military aircraft industry will only have an annual growth rate of 5 percent in the near future. Z-Wing as the number one provider must look at ways to keep its competitive edge, over its strongest competitor, Janssen with 47 percent of the market share.
Z-Wing is looking to upgrade its current fleet by adding additional seats so they can accommodate more passengers, developing a smaller long –haul jet that accommodate its customers needs. Z-Wing also has a product which offers Internet, intranet, and broadband service to its customers and flight personnel.
Z-Wing as it strives to remain number one in its industry, will implement a Customer Relationships Management (CRM) system that will enhance the customer experience and assist the organization in developing accurate sales and marketing plans for future growth. The CRM will focus on customer needs, the consolidation of customer related data, and the re-engineering processes in the area of sales, marketing, customer service and support services.
Situation Analysis
Market Summary
As a trillion dollar industry, the core market of commercial aircraft market increasing by 5% annually includes all of commercial transport and general aviation aircraft and helicopters. The external factors affecting the market are government regulations, health and safety concerns, and competition and market growth. Currently, Z-Wing occupies 50% of the world's commercial aircraft market with annual revenues of $60 billion and a marketing cap of $35 billion.

SWOT Analysis
Strengths

• Current Industry Leader
• Brand Recognition
• Strong Base line product to build...