FOKKER

Mission
With distinctive integrator solutions, featuring sophisticated technologies, we support our
customers world-wide in excellence in designing, building and operating smart, safe,
sustainable and affordable aircraft.
Vision
Aircrafting is a word that perfectly states our vision.
We work to continuously provide our customers with the right state-ofthe-
art technologies and more efficient processes to help them achieve
their specific goals. That means we apply our collective expertise to
achieve efficiencies and economies of scale. Drawing from each of our five
businesses, we help our customers design, build and fly aircraft that are
safer, more affordable and more efficient.
Aircrafting is about using our built-in sense of what needs to be done and
knowing how best to do it.
Aircrafting reflects the Fokker commitment to strengthening its role as an active, innovative
leader in the aerospace industry.
Visi Fokker aerostructure: The art of flying: We help our customers to design, build and fly safer,
affordable and greener aircraft by delivering aerostructures, structural components and landing
gears using state of the art technologies.

Pangsa pasar:
Penerbangan sipil, penerbangan antar Negara, penerbangan antar daerah
Segmen pasar: penerbangan rute pendek dan menengah
Kutipan:
Pemain lama di kancah industri pesawat terbang yang berhenti beroperasi pada tahun 1996,
Fokker, kembali menunjukkan tanda-tanda kehidupan. Momen ini ditandai dengan usaha
Netherlands Aircraft Company untuk mendapatkan pasokan suplai serta juga membangun
kekuatan finansial melalui kemitraan demi terwujudnya program pesawat baru yang berangkat
dari desain varian Fokker F100, yakni Fokker F120NG. Pesawat F120NG akan berkompetisi
secara langsung dengan Bombardier CSeries dan Embraer E2.
Kami tidak akan memperinci mengenai waktu kemunculannya pada tahap ini, namun
membeberkan sejumlah rincian mengenai program ini menunjukkan bahwa kami memiliki
kepercayaan bahwa sumber dana pasti datang dan setelah itu proyek ini akan membuat
kemajuan signifikan dalam beberapa bulan ke depan, ujar chief executive Netherlands Aircraft
Company, Maarten Van Eeghen di tengah perhelatan Farnborough Airshow 2014.
Rencananya, Fokker F120NG memiliki 125 hingga 130 kapasitas kursi. Dengan demikian
varian F120NG merupakan pengembangan langsung dari Fokker F100, terutama rangka
pesawat, rentang sayap, penggunaan winglets dan sejumlah pengembangan terhadap profil
sayap, seperti diutarakan Rudi den Hertog, seorang chief engineer program F120NG. Pratt &
Whitneys PurePower PW1X17G akan mentenagai Fokker F120NG dengan daya dorong
sebesar 17,600lb. Mesin tersebut juga merupakan mesin yang sama digunakan oleh Mitsubishi
Regional Jet.
Fokker F120NG dirancang dan dimaksudkan untuk rute pendek hingga menengah baik itu
dalam temperatur panas maupun dingin. Rute pendek hingga menengah merupakan segmen
pasar yang dianggap menghasilkan keuntungan. Beberapa pihak yang tertarik untuk
berinvestasi pada program ini adalah Turkish Airlines, Lufthansa, Qantas, IndiGo dan Virgin
Australia, meskipun belum ada pernyataan resmi dari pihak terkait.
Netherlands Aircraft Company, perusahaan yang sepenuhnya dimiliki oleh Panta Holdings dari
Belanda yang menjalin kemitraan dengan sejumlah maskapai dan perusahaan penyedia jasa
penerbangan, telah berjalan selama satu dekade lebih, namun terkadang maju mundur
sehingga menguak keraguan banyak pihak. Namun satu tahun belakangan menjadi semakin
matang dan menjanjikan. Pada perhelatan Farnborough Airshow 2014, sejumlah pihak terkait
mengadakan diskusi, termasuk dua pihak pemasok perangkat avionika. Diperkirakan, F120NG
dapat mulai beroperasi di layanan komersial pada tahun 2019, hal ini berdasarkan proses
pengembangan selama lima tahun dan sejumlah program uji coba.
Fokker 50; Terbang rendahnya pesawat Foker yang saya naiki justru menjadi kelebihannya.
Bukan semata kelebihan karena saya bisa menikmati pemandangan dibawah sana. Yang lebih
penting dari itu adalah efisiensinya. Dengan pesawat jet yang dituntut berketinggian jelajah
sekitar 10 kilometer, jarak Denpasar Mataram hanya cukup untuk lepas landas, naik pada
ketinggian jelajah, dan beberapa menit kemudian harus segera turun lagi untuk mendarat. Jelas
sekali bahan bakar tersedot dalam volume besar untuk naik dan turun. Tidak untuk terbang
jelajah. Pemborosan. Disinilah peran pesawat berpenggerak baling baling seperti Foker 50
yang saya naiki ketika itu, ATR 72 buatan Prancis yang saat ini dioperasikan oleh Wings Air,
atau MA 60 yang saat ini dioperasikan oleh Merpati.



BOMBARDIER

Mission statement
Our mission is to be the worlds leading manufacturer of planes and trains.
We are committed to providing superior value and service to our customers and sustained
profitability to our shareholders by investing in our people and products.
We lead through innovation and outstanding product safety, efficiency and performance.
Our standards are high. We define excellenceand we deliver.
Vision
Employees
The engagement of all of our employees is key to our success. By giving our employees wings,
we:
Offer a unique environment where individuals grow as part of multidisciplinary teams
engaged in continuous improvement.
Broaden business acumen, creatively expand limits and pursue professional
development.
Nurture growth, spark engagement and inspire a winning attitude.
Customers
Our customers are the main focus of everything we do. By giving our customers wings, we:
Serve their needs and widen their business horizons with outstanding solutions,
products and services.
Establish trusting relationships by acting proactively and honestly.
Provide an unrivalled total and amazing customer experience, which breeds pride and
loyalty.
Suppliers
Our suppliers are essential to our success. By giving our suppliers wings, we:
Build rewarding partnerships, which allow our respective businesses to prosper.
Establish relationships based on trust and respect.
Secure innovative technology and competitive life cycle costs.
Investors and shareholders
We rely on the continued commitment of our shareholders and investors. To give them wings,
we:
Generate value and growth for sustained return on investment.
Lead the business to competitive excellence.
Optimize company assets.
Communities
In communities where we operate, we give people wings by acting as responsible corporate
citizens. We:
Promote sustainable products and operations as well as integrate sustainable
development principles in our business behaviours.
Provide an exciting and fulfilling source of employment and contribute to economic
growth.
Act as leaders in the communities where we operate.
Core Values
Integrity
We behave with integrity and in an ethical manner in everything we do and say, thereby earning
and maintaining the trust and respect of customers, shareholders, suppliers, colleagues,
partners and communities.
Commitment to excellence
Our commitment is to demonstrate excellence in all spheres of our work and in our interactions
with customers, shareholders, suppliers, colleagues, partners and communities. In addition, we
commit to exercising judgment, professionalism, rigour, self-discipline, perseverance and team
spirit.
Customer orientation
We promote a customer-centred culture that emphasizes outstanding service and meets our
commitments at every level of our organization.
Shareholder focus
We are focused on creating sustainable shareholder value through developing profitable
products and projects, and soundly managing the business for the benefit of customers,
shareholders, suppliers, colleagues, partners and communities.

Internal Environment
In order to correctly assess Bombardier Aerospaces Internal Environment, we have made a
SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats).

Bombardier Aerospace SWOT Analysis
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Bombardier Aerospace, being a division of Bombardier Inc., has the advantage of being part of a
brand that manufactures not only aircraft, but also trains and recreational products which are
regarded as high quality and technologically-advanced products. This gives Bombardier
Aerospace the advantage of being recognized as a part of a huge and highly respected company.
Furthermore, a lot of people do not actually know that Bombardier Aerospace owns one of the
most respected jet companies in the world, Learjet. Its signature jet, the Learjet, has become an
icon in culture, representing luxury and innovative technology, class and speed. So when
Bombardier acquired Learjet, not only did they acquire the advanced Swiss/American
intellectual property, they also acquired the brand itself, and all the respect and luxury that comes
with it. So because Bombardier Aerospace owns Learjet, it owns a strong brand inside a niche
market, one that can be trusted and is synonymous with quality.
Bombardier Aerospace is currently the worlds third largest aerospace company behind Boeing
and Airbus, and catching up. Through its constant technological development and research, it has
been making state of the art aircraft that consume lesser amounts of fuel and remain just as
powerful. An example can be their C-Series, which experts in the field call a game changer and
is expected to be launched by 2013, and the Learjet 85, which features an all-composite airframe
as well as technical advances in aerodynamics, structures and fuel efficiency.
Bombardier Aerospaces parent company, Bombardier Inc., is a leading manufacturer in not only
aircraft, but also trains and recreational products. Seen from a technological point of view, this
means that Bombardiers engineers have a broader scope of engines and material developments.
One may argue that one division has nothing to do with the other, but the brainpower and
innovation of such areas does.
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The aerospace industry was hit quite hard following the recession. Because of rising gas prices
and less consuming power, people didnt fly as much as they should, and more importantly for
Bombardier Aerospace, couldnt afford themselves the luxury of flying, renting or acquiring
high-end personal aircrafts. For this reason, Bombardier had to lay off around 5,000 employees,
over 1,000 of them in the Montral area.
Bombardier reported a 43% drop in its current fourth quarter earnings, falling even a bit lower
than the stock markets already gloomy forecast. This of course disappoints shareholders, who
have seen their shares values continually decrease since 2008. As mentioned, the recession has
taken a really tough toll on the aerospace industry. Things seem to be about to get better though,
and investors are betting large on the future of Bombardier.
Another problem for Bombardier is that it cannot yet fully compete against bigger companies
like Boeing and Airbus, since it produces only business jets at the moment. As it will be
mentioned, they are starting to concentrate on commercial aircraft, but even when they do, the
bigger companies are still more diversified, as they manufacture commercial planes that carry
way more people.

Bombardier's Stock Quote since 2008
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As mentioned before, Bombardier is investing a lot of money in R&D. They seem to have a
strategy along the lines of innovation, as they are heavily investing in new efficient technologies
which allow them to make aircraft at lower prices and make them more efficient, while still
operating at high speeds.
They are also setting their sights on producing commercial aircraft, that is, diversifying their
aircraft line, as they already have a long line of business aircraft, their main business. Currently
in development is Bombardiers commercial C-Series line of jets.
The long awaited C-Series which will be released in 2013 is not only extremely fuel efficient,
but it can carry from 100 to 149 people and is a possible competitor to the Boeing 737 and
Airbus A319. This makes investors believe in Bombardier even though they are going through
hard times, and experts estimate that the new fleet will be a game-changer for Bombardier. This
is also pressuring Boeing and Airbus to meet up with the expectations of making the necessary
technological advances to reduce fuel costs, which costs them more money than they can afford,
as their current innovations are already over budget and behind schedule. This leaves them
unprotected in the market against smaller companies like Bombardier.
The C-Series offers:
Unsurpassed economics
15% cash operating cost advantage
25% direct maintenance cost savings
Advanced technology
20% less fuel consumption
70% advanced materials
Environmental focus
Reduced noise and emissions
20% less Co2
50% less Nox
4 times quieter
Bombardier Aerospace's C-Series
The rise of Bombardier and other small companies also means the of end of Boeing and Airbus
duopoly in the market, making it more competitive and possibly meaning that price wars will
take place between the companies.
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Because Bombardier is concentrated in innovating its air fleet and trying to find new ways to be
fuel efficient, its costs in the Research and Development department are quite high, which means
that because there is a lot of re-investing, they arent making as much profit in the end. This is
both good and bad, as short-term investors frown upon this decision, but long-term investors are
attracted.
As mentioned before, Bombardier is in competition with Boeing and Airbus, two very large
corporations that have a way larger market share. Recently it seems as if Bombardier Aerospace
has unintentionally challenged them based on technology. This means that once Boeing and
Airbus finish their projects in development, they will also start investing heavily into the type of
aircraft Bombardier is producing.
In tough financial times, companies must sometimes unfortunately make some pretty tough
decisions, such as laying off workers. This was the exact situation Bombardier found itself in not
long ago, as it reported a huge decrease in earnings. This of course got the employees really
frightened over their job security, and got all those employees (and their unions) that were fired
really heated up. So in other words, Bombardiers organizational culture was affected, as people
were no longer sure they could trust Bombardier as before.
In the last couple of years, more small competitors have entered the aerospace market, most
notably Embraer (from Brazil), Hindustan Aeronautics, or HAL (from India), Avic Aircraft
(from China), and the United Aircraft Corporation, or UAC (from Russia). Although these
companies arent directly competing with Bombardier yet, they are starting to catch up.
External Environment
Macro Environment:
Every company is affected by the environment in which they operate. There are a lot of events
that can abruptly put a company into bankruptcy, but the opposite is also possible if the
managers know whats going on in the society allowing them to make good decision. The
financial health of Bombardier is directly link to a lot of factors which are really diversified.
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On the economic side, the interest rates have a big impact on consummation. During the last
years, the Us had a big recession affecting all the occident. Interest rates were variable putting
the American companies into financial distress. Inflation has an impact too because its going to
affect if a person will spend rather than saving. Currency rates are another example of important
factor. Exportation can be affected by the currency, because the buying power of Bombardiers
client will be related to it. For example, Bombardier sold a lot of their product in the US and the
rest of the world during the last years, and this might be explained by the low value of the
Canadian dollar compare to the US $ / Euro. Bombardier has also a good financial health, during
the last years because the stock price went constantly up. However, a big loss occurred on the
last quarter showing instability.
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Social trend also affected Bombardiers product over the years. The population aging quickly,
and the needs and the trends are evolving at the same rates. For example, Bombardier might have
to put a lot of effort on how their planes are comfortable since the older generation are more
affected by that characteristic. Also, the language used or the configuration wanted might be
different depending where the buyer is from. For that reason, Bombardier developed several
products to match what the consumer wants, whatever the age, mentality, beliefs or origin. To
meet their customer needs, they developed classic planes for travellers, but also business,
emergencies and personal planes. They also offer rental and products for specific mission.
Bombardier operates in more than 80 countries, and needs to be aware of the social and cultural
environment to be internationally successful.
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The technological environment surrounding bombardier is a key aspect of their success. All
vehicles produced by Bombardier have to be modern to keep their competitive advantage.
Performance, reliability, comfort ability are the characteristic that Bombardier has to work on to
maintain its reputation. For that reason, Bombardier has to invest in new technology and be
aware of any development or change about other rivals product. Research and development is
also vital for any company in that industry.
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Government decisions have also a direct impact on whets Bombardiers doing. During the recent
years, they were several security issues within the airplane industry. September 11
th
2001 had a
big impact regarding the security, pushing the government to implement laws and regulation to
make sure that all the passengers will arrive safely to their destination. Bombardier had to make
sure that their planes meet the standard, and these changes come with additional cost. Security
problems have also a major impact on Bombardiers sales. Following the twin tower disaster, the
plane industry lived a major recession putting at that moment Bombardier into financial distress.
In 2010, the situation is way more interesting for that company, but they have to keep in mind
that security is a big issue, and they have to build planes keeping in mind that the crew will have
to be supported by a complete and safe product.
Five Forces Model
Bombardier operates in an industry where theres a low threats of entry. First, there are already a
couple of big firms that supply the market demand so it could be really hard for a new firm to
match the popularity and the capacity of these firms. They have already a well know brand and
possess a technology that can hardly be developed.
In the Plane industry, there are not a lot of substitutes. Each product has its own utility and
capacity, and its usually the only one offered on the market. For example, theres no apparent
substitute to the C series (commercial plane) because its the only plane that can travel a long
distance with that much passenger. The only threats for Bombardier will be another plane with
the same specs build by another firm.
Within that industry, the bargaining power of buyers is moderate. Since theres not a lot of
manufacturer, clients dont have a lot of choice if they want to obtain what they want. However,
planes have a really high cost and possibly a good margin, so at some point, a company will try
to be as much competitive as they can to retain their customers.
Suppliers have also moderate power. They often possess a special technology over which
Bombardier could be dependant. However, Suppliers dont want to lose their best customer, so if
Bombardier is one of the most popular firms in that industry, they will try to maintain their good
relation.
Bombardier has several rivals within the aerospace industry. Well known brand like Mitsubishi
Heavy Industries, Brazil Empreza Brazileira and Airbus are major competitors and they all fight
for a decent market share. They have to put a lot of effort to keep their customer because
personal plane isnt a common purchase. Also, aerospace contract from big airlines company
worth a lot of money and are usually on a long term basis. Bombardiers products can be
considered has luxury goods, and because its harder to find a new customer than to retain one,
all these companies put a lot of effort on marketing and customer satisfaction.

Kutipan:
Perusahaan alat transportasi asal Kanada, Bombardier, akan melakukan perombakan dalam
divisi perakitan pesawat terbang. Imbas dari perombakan ini akan ada 1.800 karyawan yang
kena Pemutusan Hubungan Kerja (PHK). "Ini merupakan langkah berikutnya dalam evolusi
Bombardier," kata CEO Bombardier Pierre Beaudoin seperti dikutip AFP, Kamis (24/7/2014).
Perombakan organisasi ini akan berlangsung sampai 1 Januari 2015. Reformasi di tubuh
produsen pesawat ini diharapkan bisa mengurangi ongkos produksi serta menambah efisiensi.
Juru bicara Bombardier, Isabelle Rondeau, mengkonfirmasi jumlah pegawai yang akan kena
PHK tersebut. Ia menyebut, pegawai yang akan terkena PHK berada di divisi perakitan pesawat
terbang. "Langkah ini akan memberi kami ruang untuk berkembang lebih fleksibel lagi dalam
memberikan pelayanan kepada pelanggan," katanya dalam keterangan tertulis. Pesanan
pesawat berbadan sedang tipe CSeries milik Bombardier memang sedang turun. Masalahnya,
mesin pesawat tersebut ternyata harganya cukup mahal sehingga sulit bersaing dengan
pesawat dari pabrik lain. Bombardier juga mengumumkan salah satu petingginya, yaitu CEO
Divisi Aerospace Bombardier, Guy Hachey, segera pensiun. "Guy sudah memimpin Divisi
Aerospace Bombardier dalam beberapa perjalanan penting sepanjang sejarah. Saya ingin
mengucapkan terima kasih atas kontribusinya kepada perusahaan dalam enam tahun terakhir,"
kata Beaudoin. Bombardier adalah satu-satunya perusahaan yang memproduksi pesawat dan
kereta. Akhir tahun lalu, Bombardier raup omzet US$ 18,2 miliar (Rp 182 triliun)