Graduation Year

2020

Graduation Month

May

Document Type

Thesis

Degree Name

Bachelor of Science

School or Department

Business School

Major

Accounting

Faculty Mentor

Amy Minto

Faculty Mentor Department

Business School

Keywords

Strategic Management, Boeing, Aircraft Manufacturing

Subject Categories

Business Administration, Management, and Operations | Marketing | Operations and Supply Chain Management

Abstract

After a thorough industry analysis and internal analysis of Boeing, it has been determined that Boeing should: pursue a nostalgic marketing plan where the company admits their recent mistakes and explains their solutions, focus on their market segment of defense contracts in light of both recent issues with Boeing's commercial airlines and impact of the airline industry due to COVID-19, and improve internal communications and human resource management by providing more transparent communication to Boeing staff and professional development programs with clear career paths.

Honors College Research Project

Yes

GLI Capstone Project

no

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© Copyright 2020 Mary E. Fewer