Canadian businesses have been shaped around the needs of its citizens for as long as it can be remembered. One can only imagine how the Canadian winters, the landscape, and the large territory of the country has shaped the culture of Canadian citizens. This inability to move around as freely as one could wish for during the cold winters for example has created opportunities for companies to develop products and services to Canadians in order to adapt to their needs. Bombardier Inc. more specifically was not only able to create a product that met the needs of Canadians, but was also a key player in the revolution of transportation in Canada and around the world.
Through the company’s development, Bombardier Inc. met many challenges which forced it to adapt to change quickly. This ability has been a key component of its success, a strength that has no doubt created a worldwide reputation for the company. In fact, a survey given to over 2,244 Canadians determined that Bombardier was the third company in Canada with the best corporate reputation. This result places the company on the top tier of companies worldwide with strong reputations (Cowan, 2010).
The purpose of this paper is to analyse how Bombardier was able to build a strong reputation of its brand. The research will focus on analysing the company’s engagement in international marketing, more specifically in an emerging country such as India.
Table of Contents
1. Introduction
2. History
The beginnings
Entering the mass transit industry
Entering the aerospace market
Further development of the business
3. Universal and Cultural Needs
The meaning of value for the customer
Universal needs
Cultural needs
Universal and cultural needs served by Bombardier
4. Segmentation Strategies
5. Positioning and Marketing Mix Strategies
Positioning
Marketing Mix Strategy
6. Opportunities and Challenges
7. Future Growth Strategies
8. Conclusion
Objectives & Core Topics
The primary objective of this paper is to analyze how Bombardier Inc. has successfully built a strong brand reputation through its engagement in international marketing, with a specific focus on its strategic expansion and operations within emerging markets like India.
- Evolution of Bombardier from a snowmobile manufacturer to a global leader in aerospace and rail transportation.
- Strategic segmentation and positioning within the global aerospace and transportation sectors.
- Evaluation of market entry strategies, specifically focusing on Foreign Direct Investment and international alliances.
- Analysis of opportunities and challenges inherent in emerging markets, using India as a primary case study.
- Assessment of future growth strategies and the potential for expansion into new regional markets.
Excerpt from the Book
The beginnings
Bombardier Inc. was created in winter 1936-1937, when a young fellow by the name of Joseph-Armand Bombardier produced his first snowmobiles; seven in total were created that year. He developed an interest for mechanics ever since he was a boy. Indeed, Joseph-Armand created his first type of snowmobile in his own garage in his hometown Québec. He had always been driven by the wish to overcome rural isolation in winter, but even more so when he lost his two-year old son due to isolation during the cold winter of 1934; unfortunately he was unable to bring him to the hospital in time to save him (Bombardier Museum).
After his invention, the demand for snow vehicles raised rapidly, especially during World War II, when the young entrepreneur was mandated to develop a military snowmobile. In 1942, Bombardier founded L’Auto-Neige Bombardier Limitée, headquartered in Valcourt, a village east of Montréal (Bombardier Museum).
Due to weather conditions and enhanced clearing of routes in winter, Bombardier was forced to think of alternative products when the demand for snowmobiles sank. As a result, in the 1950’s, Joseph-Armand started developing all-train vehicles for different purposes. In 1959, a new era began with the launch of the recreational snowmobile called Ski-Doo (See Annex 1), which resulted in further expansion of the company (Bombardier Inc. - History, Bombardier Museum).
Summary of Chapters
1. Introduction: Outlines the historical context of Canadian businesses adapting to citizen needs and establishes the purpose of analyzing Bombardier's international marketing strategies.
2. History: Details the company’s evolution from its origins in 1936, through its diversification into mass transit and aerospace, to its modern-day structure.
3. Universal and Cultural Needs: Examines how the company balances universal economic value with local cultural requirements in diverse international markets.
4. Segmentation Strategies: Explains the criteria used by Bombardier to categorize its diverse customer base into specific segments in both the aerospace and transportation divisions.
5. Positioning and Marketing Mix Strategies: Analyzes the company’s standardized vs. adapted marketing approach and how it differentiates its products to remain competitive.
6. Opportunities and Challenges: Evaluates the specific business environment in India, discussing infrastructure limitations, competitive pressures, and the role of the growing middle class.
7. Future Growth Strategies: Discusses various international entry modes such as Foreign Direct Investment and alliances, identifying potential target markets like the Philippines and Taiwan.
8. Conclusion: Summarizes the key factors of Bombardier’s success and provides final recommendations for sustaining competitive advantage in developing countries.
Keywords
Bombardier, International Marketing, Foreign Direct Investment, Aerospace Industry, Rail Transportation, Market Segmentation, Emerging Markets, India, Brand Reputation, Strategic Alliance, Global Expansion, Product Differentiation, Infrastructure, Business Strategy, Competitive Advantage
Frequently Asked Questions
What is the core focus of this research paper?
The paper fundamentally analyzes how Bombardier Inc. established and maintains a strong international brand reputation, specifically focusing on its strategic approach to international marketing and operations.
Which industry sectors are primarily covered in the analysis?
The work centers on Bombardier's two main business divisions: the aerospace industry, specifically business and regional aircraft, and the mass transit rail transportation sector.
What is the primary objective of Bombardier's international strategy?
The primary objective is to align with the company's "Think Global, act local" vision, ensuring products are adapted to specific market needs while maintaining profitability and a strong global reputation.
Which scientific methods are employed in this study?
This case study utilizes a qualitative research methodology, incorporating industry reports, historical corporate data, and market analysis of emerging economies to evaluate strategic choices.
What topics are explored in the main body of the paper?
The main body covers the company's historical development, its segmentation strategies, marketing mix components, detailed opportunities and challenges in India, and models for future international growth.
Which keywords best characterize the study?
The work is defined by terms such as International Marketing, Market Segmentation, Foreign Direct Investment, Emerging Markets, and Strategic Alliance.
How does Bombardier address the challenges of the Indian market?
Bombardier addresses these challenges through local manufacturing (Foreign Direct Investment) to reduce costs, while simultaneously providing specialized training to local staff to manage operational requirements.
What is the author's conclusion regarding Bombardier's future?
The author concludes that while Bombardier has been highly successful, it must continue to adapt its strategies, particularly regarding cultural and regulatory differences, to sustain growth in new markets like the Philippines, Taiwan, and South Korea.
- Quote paper
- Eugen Dimant (Author), Susanne Lindner (Author), James Liu (Author), Trinidad Ruiz (Author), Varun Tejpal (Author), 2010, Bombardier Inc. - Case Study of a brand in an Emerging Country, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/165866
