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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 & Whitney’s 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 world’s 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 excellence—and 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 Aerospace’s Internal Environment, we have made a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats).

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Bombardier Aerospace SWOT Analysis

Strengths )

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 world’s 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 Aerospace’s 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 Bombardier’s 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.

Weaknesses )

The aerospace industry was hit quite hard following the recession. Because of rising gas prices and less consuming power, people didn’t fly as much as they should, and more importantly for Bombardier Aerospace, couldn’t 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 Montréal area.

Bombardier reported a 43% drop in its current fourth quarter earnings, falling even a bit lower than the stock market’s 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.

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Bombardier's Stock Quote since 2008

Opportunities )

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 Bombardier’s 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.

Threats )

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 aren’t 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, Bombardier’s 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 aren’t 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 what’s 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.

Economic '

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 it’s 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 Bombardier’s 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.

Social'and'Cultural '

Social trend also affected Bombardier’s 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.

Technologic '

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 rival’s product. Research and development is also vital for any company in that industry.

Politic'and'Global '

Government decisions have also a direct impact on whets Bombardier’s 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 Bombardier’s 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 there’s 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 it’s usually the only one offered on the market. For example, there’s no apparent substitute to the C series (commercial plane) because it’s 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 there’s not a lot of manufacturer, clients don’t 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 don’t 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 isn’t a common purchase. Also, aerospace contract from big airlines company worth a lot of money and are usually on a long term basis. Bombardier’s products can be

considered has luxury goods, and because it’s 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)