Aviation

Introduction

In the past 25 years, international passenger aviation has experienced a threefold increase. It is expected that the aviation sector will continue to see similar growth over the next 25 years (Walker & Cook, 2009). Due to the rapid expansion of the aviation sector, there has been a growing concern for environmental issues in airline operations, especially in terms of energy and environmental sustainability (Agarwal, 2010). The focus on sustainability and environmental protection is due to the environmental consequences of contemporary aviation, especially the contribution of aviation to global climate change (Upham, 2003). With the recognition of the harmful effects of aviation on the environment, experts predict that “environmental factors will increasingly limit the expansion of air travel and the social benefit that it brings” (Green, 2003, p.281).
Meridiana concurs that it is important to consider sustainability and environmental protection in aviation. It recognises the importance of green aviation and puts a lot of value on protecting the environment. In line with this, the company manages its activities in compliance with national and EU environmental regulations. As proof of its commitment, it has been awarded certification of its Quality System in compliance with UNI EN ISO 9001:2008 regulation for air quality. SGS Italia SpA has certified the compliance of the company’s activities involving the design and supply of services on board of domestic, international, and intercontinental flights (Meridiana, 2009).

Recently, Meridiana joined the Association of European Airlines (AEA), which represents Europe’s major airlines. The AEA influences its members at the industry and institutional level in order to achieve goals that benefit the airline industry. One of the main thrusts of the AEA is to shape a more sustainable and competitive arena (AEA, 2013). Meridiana’s membership in the AEA shows that it is committed towards achieving sustainability in the aviation sector.

Marketing Mix

Despite its success in some areas of the domestic market, the company has experienced heavy losses in recent years. With its ageing fleet, subscale international network, and its dependence in the domestic market, the company is facing very stiff competition from some of Europe’s leading low cost carriers (CAPA, 2013). Taking these into consideration, Meridiana has to improve its current marketing mix in order to increase sales and remain competitive. Effective marketing strategies can have a significant influence on society; thus, it is important for the company to apply the appropriate marketing mix to achieve their objectives.

Product

Meridiana’s major strength is its competitively priced business class seats for long haul destinations, targeted at leisure travellers. As a medium service carrier, it offers elements of both full service and low cost carrier. For example, it provides food and drinks like full service carriers but its price range is comparable to low cost airlines. Meridiana should utilise this mix and use it as a competitive advantage.
The airline needs to focus on its domestic flights and its short/medium haul destinations in Europe. The current marketing strategy fails to reach out to the business community. Their marketing strategy should emphasise services for both holiday/leisure and business purposes. The company should target SMEs and become the airline of choice for small and medium-sized companies. This can be done by offering discounts and incentives for companies who want to purchase multiple seats or flights.

Price

Meridiana needs to use a competitive pricing scheme to attract customers. Its price point should be not too high from low cost carriers, but lower than traditional networked airlines. Although low cost carriers have lower prices, Meridiana should differentiate its slightly higher price point by offering better customer service. The aim is to have a mid-range price point, which can attract middle class consumers and SMEs.

Place

Meridiana has been highly successful in Sardinia and Sicily. The company should replicate its success by building stronger presence in other parts of Italy and in key international airline hubs such as London, Dubai, Beijing, Singapore, Narita, Paris, and New York. This can be achieved by improving airport check-in services and making their internet reservations website more attractive and easy to use.

Promotion

As a hybrid airline, Meridiana operates both as a low cost carrier and a network airline (Sansonetti, 2010). It needs to be highly competitive by keeping it unit costs down. This can be achieved by enhancing its internet and social media channels. Meridiana should upgrade its website to make it more attractive and user-friendly. It should improve its tie-ups with hotels, resorts, car rentals, and other tourist services to attract more customers.

People

Meridiana should improve its services to customers in order to attract more consumers and gain more customer loyalty. Excellent customer service can be a competitive edge, especially when low cost carriers offer cheaper rates. Meridiana should also highlight their people and the value of customer service in their marketing strategies.

Process

Meridiana should ensure that its online reservations are always efficient and that customers can easily access the airline through phone or email. The airline’s systems should be designed for the benefit of customers.
Physical Evidence
Meridiana should also ensure that its flights are always on time; its planes are spotless; and its service crew are highly efficient. Its check-in and guest lounges in airports should be clean and the services of both ground crew and in-flight staff should be excellent.

Promotional Mix

Meridiana should focus on tapping customers from the mid-market socio-economic segment and business people, especially from SMEs. The elements of the promotional mix must integrate different strategies. It should use a combination of various promotional strategies, particularly, advertising, public relations, sales promotions, and internet/online promotions. The integration of different promotional tactics will aid in achieving a more successful result.
Advertising should be enhanced in traditional channels such as television, print, and radio in order to target domestic consumers in areas where Meridiana is not the market leader (i.e. Milan, Turin, Naples, Marconi, Rome, and Verona). To increase presence in international markets, the airline should advertise in popular travel magazines and international cable channels (i.e. BBC, CNN, NHK, etc.).
In terms of public relations, the airline should improve its relationship with Italian businesses and local government. It should also improve its public image by doing CSR activities and being more active in environmental protection. The company should emphasise their support for green aviation and sustainability in the airline industry.
Meridiana should also launch sales promotions on its ticket prices. It should conduct seat sales in which the flight fare is a fraction of its original price but customers can avail of the ticket only for a limited period. For example, the seat sale gives an 80% discount on ticket prices for 50 seats in the plane and the sale will be ongoing for 3-5 days only.
Meridiana should also prioritise internet/online promotions and strengthen its social media presence. The airline should improve its advertisement and tie-ups with online travel sites such as Expedia, Kayak, and Orbitz. It should also effectively make use of social media sites such as Facebook and Twitter. Meridiana should advertise in these sites and encourage customer feedback through social media. The company can also utilise viral advertising by putting very creative and highly memorable adverts in YouTube or other video sharing sites.

References

Agarwal, R. (2010). Sustainable (Green) Aviation: Challenges and Opportunities. SAE International Journal of Aerospace. 2(1), p.1-20.
Anna Aero. (2013). Meridiana fly and Air Italy complete merger, as Meridiana turns 50 under new CEO; combined fleet shrinks for S13. Available: http://www.anna.aero/2013/06/19/meridiana-fly-and-air-italy-complete-merger-as-meridiana-turns-50-under-new-ceo/. Last accessed 12th January 2014.
Association of European Airlines (AEA). 2013). AEA welcomes Meridiana as new airline member. Available: http://files.aea.be/News/PR/Pr13-036.pdf. Last accessed 15th January 2014.
CAPA Centre for Aviation. (2013). Meridiana: how to escape the impact of loss-making Italian airlinesAvailable: http://centreforaviation.com/analysis/meridiana-how-to-escape-the-impact-of-loss-making-italian-airlines-120241. Last accessed 12th January 2014.
Chartered Institute of Marketing (CIM). (2013). Marketing and the 7Ps: A brief summary of marketing and how it works. Available: http://www.cim.co.uk/files/7ps.pdf. Last accessed 12th January 2014.
Cooper. C et al. (2013). Tourism: Principles & Practice 5th edition. London: FT Prentiss Hall
Denton, N & Dennis, N. (2000). Airline franchising in Europe: benefits and disbenefits to airlines and consumers. Journal of Air Transport Management. 6(4), p.179-190.
Green, JE. (2003). Civil aviation and the environmental challenge. The Aeronautical Journal. p.281-299
McCabe, S. (2009). Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases. Amsterdam: Butterworth Heinemann
Meridiana. (2009). Meridiana Group Ethical Code. Available: https://www.meridiana.it/cms/deploy/1/IGGJ_Documenti/IT/Codiceetico/MeridianaGroupEthicalCode.pdf. Last accessed 12th January 2014.
Meridiana. (2014). About us. Available: https://www.meridiana.it/en/company_informations/Company_AirItaly_quality.aspx. Last accessed 12th January 2014.
Middleton, V. (2009). Marketing in travel and tourism. Oxford: Butterworth Heinemann
Sansonetti, A. (2010). The European Airlines Transformation: Hypercompetitive and Long Tail Effects. MCIS Proceedings. Paper 76. http://aisel.aisnet.org/mcis2010/76
Upham, P. (2003). Towards Sustainable Aviation. London: Earthscan Publications Ltd
Walker, S & Cook, M. (2009). The contested concept of sustainable aviation. Sustainable Development. 17(6), p.378-390

Kong International Airport (HKIA) is the main airport in Hong Kong; it is an important regional trans-shipment center, passenger hub, and gateway between Mainland China and the rest of Asia. And HKIA is the primary hub for several domestic airlines, such as Cathay Pacific Airways, Dragonair, Hong Kong Express Airways, etc. Review the history, HKIA has won seven Skytrax World Airport Awards for customer satisfaction in just ten years (Skytrax, 2010), the second busiest airport in the world in terms of cargo traffic and the 13th busiest airport worldwide in terms of passenger throughput in 2009 (Airports Council International, 2010).

This is the strong evidence to prove that HKIA was entering the World-Class International Airport and we can estimate its development effectively. In this essay, I will go to evaluate the hub airport development of the Hong Kong International Airport, also try to analyze the overall performance and the relevant statistics with other major hub airports to make the comparison and some opinions. The passenger throughput and cargo traffic in HKIA are developed at tremendous speed in the past 10 years.

In view of this, the Airport Authority Hong Kong was going to build up some supporting facilities to strengthen its competitiveness, such as Terminal 2, North Satellite Terminal, SkyPier and planning to construct the third runway, etc. This is a very active operation to maintain and develop the position as a hub airport while comparing with other major hub airports around the world. There are several major hub airports in Southeast Asia, like the Singapore Changi Airport and the Beijing Capital International Airport, etc.No matter what the passenger and cargo throughput, facilities, connection architecture and awards; it has competed so intensively with the HKIA. First of all, I will go to analysis the development trend of passenger throughput in the HKIA. In the early of 2000s, the operation of HKIA was back on the train after the transition period from the Kai Tak Airport. Base on the statistics, the total passenger in 2001 was 32,546,029 and ranking 17 (Airports Council International, 2002).

After one year, the throughput increase 4. 1% to 33,882,463, and the ranking climb to 15 (Airports Council International, 2003). But in 2003, the passenger drops about 20% to 27,092,290 since the influence of SARS (Airports Council International, 2004). The HKIA has suffered a huge loss in this year, such as the passenger, cargo and economy, etc. Luckily, the recession has to undergo only one year, and it rises up again in the next year. In 2004, the PAX increase 25. 5% to 36,711,920 (Airports Council International, 2005), and the trend continues to increase until 2009.

The other statistics which in 2005 increase 9. 7% to 40,269,847 (Airports Council International, 2006), 2006 increase 8. % to 43,857,908 (Airports Council International, 2007), 2007 increase 7. 3% to 47,042,419 (Airports Council International, 2008), 2008 increase 1. 7% to 47,857,746 (Airports Council International, 2009). And the trend was adjusted lightly in 2009, which is decrease 5% to 45,499,604 (Airports Council International, 2010). The phenomenon was anticipated since the outbreak of H1N1 influenza made the economic slowdown in the whole world.

Apart from these passenger throughput data, we can analysis the HKIA was very successful as a passenger hub airport, even in Asia. Since the passenger flow was increase equably in the past 10 years. And its ranking is good enough which represents the Asia hub airport. And here is the diagram to compare the PAX throughput between HKIA and Changi Airport. [pic]The above diagram shows the passenger traffic comparison between two major hub airports in Asia. Both of them are keeping the ascending trend since 2002, and the top 30 rankings. As we know, the Singapore Changi Airport had the long term history and winning over 340 awards in a 20-year period from 1987 to 2007.

Also, with 80 airlines serving 200 cities in 60 countries, Changi Airport established itself as a major aviation hub in the Asia Pacific region (Changi Airport Group, 2009). But when we look back the passenger throughput in HKIA; it was higher than Singapore Changi Airport about 6,000,000 to 8,000,000 in the past 10 years averagely. The most important is the HKIA just goes through the 10-year history. It can prove the development of HKIA is very high-speed and prosperity. [pic] Secondly, it is the cargo traffic comparison between the HKIA and Changi Airport. The diagram shows above is the total cargo statistics from 2009 to 2009. Base on the diagram, it is no doubt to prove that the HKIA is acting the leader position in Asia, even in the World since 2002.

The cargo traffic was above 2,500,000 tones from 2002 and continued to rise above 3,000,000 from 2004 and until to 2009. And the HKIA keeps the second-ranking in the World’s busiest airports by cargo traffic since 2002, just behind the Memphis International Airport (Airports Council International, 2003~2010). When compare the cargo traffic with the other busiest cargo airports in Asia – Changi Airport. We can clearly perceive the outcome and difference. Although the history of Changi Airport is longer then HKIA, and it introduced the Air Hub Development Fund in 2003 (Net Resources International, 2010) to attract the airlines and push up the cargo traffic. But the total cargo traffic in the past 8 years still fell behind HKIA distantly, and the gap becomes has widened in these several years. This is the best statistics to verify that the HKIA is the successful hub airport in the cargo side.

Moreover, it is the new development in HKIA. It officially launched two new facilities in January 2010, which are the SkyPier and the North Satellite Concourse. For the Skypier, the temporary SkyPier was made available in 2003. It assists the movement of passengers between HKIA and the Pearl River Delta (PRD) region. With an extensive air network of 150 destinations, HKIA has also served well the air transportation needs of the PRD, meeting the economic development needs of Hong Kong and contributing to Mainland’s economic growth over the past three decades (HKIA Press Releases, 2010). And the AA has invested over HK$1 billion in the construction of a new North Satellite Concourse (HKIA Press Releases, 2009). It is designed to serve more than five million passengers a year at the initial stage.

And ensure the same level of service for the passengers who fly on smaller aircraft (HKIA Press Releases, 2009). Refer to the Executive Director in Airport Authority Hong Kong, said, “HKIA is dedicated to providing top-notch service and facilities to enhance its competitiveness as a regional and international aviation center. With the new satellite concourse, less than 10 flights will need to be parked at remote bays every day compared to the current 40 to 50. This means more passengers can embark or disembark their aircraft in a pleasant, weatherproof environment, sparing them the inconvenience of being exposed to hot or rainy weather” (HKIA Press Releases, 2009). The director has briefly explained the objective and function of the North Satellite Concourse. Evidently, the growth project is using to enhance service levels, pave the way to meet future demands and strengthen the connection with the PRD network. Also, deepen the role and position as a hub airport around the world.

In conclusion, the passenger throughput, total cargo traffic and the facilities development in HKIA have expanded quickly in the past ten years. And all the relevant statistics, ranking, awards and reputation have a sustainable increase. It is the positive outcome and result to evaluate the development of the HKIA as a hub airport, also HKIA is the famous, guarantee airport for all the local and foreigner.HKIA Opens New Passenger Concourse to Enhance Service.

Retrieved 20 April, 2010, from http://www. hongkongairport. com/eng/media/press-releases/pr_981. html HKIA Press Releases (2010).Airport’s New SkyPier and North Satellite Concourse Officially Opened. Retrieved 20 April, 2010, from http://www. hongkongairport. com/eng/media/press-releases/pr_983. html

Who is a Cabin Crew? A Cabin Crew for a commercial flight is a person who is hired and employed by the airline’s authority to work for the airline. A cabin crew is also known as flight attendant, steward/stewardesses , air host/ air hostess. The primary job responsibility of a cabin crew or air host/ air hostess is to ensure the safety of the passengers, assist the passengers and to ensure comfort for them.

Job Responsibilities of a Cabin Crew: Though the primary and main job responsibilities of a air hostess / cabin crews is to ensure the safety and comfort of the passengers but they have others responsibilities as well. The list of job responsibilities of a cabin crew are listed below: •Ensuring the passengers’ pleasant journey. •Welcoming passengers on board and directing them to their seats. •Administering first aid. •Ensuring that safety and security regulations. •Preparation and serving or selling of on-board food and beverage. Making announcements on behalf of the pilot and answering passenger questions during the flight. •Assuring passengers to follow the correct emergency procedures. •Offering comfort items including magazines, newspapers, blankets, pillows, hot towel service to the passengers. •Distributing custom forms on international flights and assist passengers with their proper completion prior to landing. •Verifying Boarding particulars. •Conducting cabin checks every 15–30 minutes, especially during night flights. •Checking on the passengers, and listen for any unusual noises or situations. Ensuring all equipment such as life-vests, torches and firefighting equipment are on board, in proper condition & in the right quantity. •Reporting any unserviceable or missing items prior to takeoff. •Monitoring the cabin for any unusual smells or situations. •Maintaining certain precautions such as keeping doors disarmed or open during fueling on the ground. •Demonstrating the safety features of the aircraft to the passengers. •Assisting the loading of carry-on baggage, checking for weight, size and dangerous goods. Securing the cabin by ensuring tray tables are stowed, armrests down and carryovers stowed correctly, seats are in their upright positions, seat belts fastened prior to takeoff. •Checking the lavatory to ensure the smoke detector hasn’t been deactivated. •Checking regular cockpit to ensure the pilot’s health and safety. •Ensuring passengers disembark safely at the end of a flight & checking if there is any luggage or baggage left in the overhead lockers. •Crosschecking prior to landing. •Completing paperwork, including writing a flight report.

BERLIN (Reuters) – Boeing Co. sold more aircraft in 2006 than rival Airbus for the first time in five years, the Financial Times Deutschland reported on Tuesday. The newspaper said in an advance of an article to appear on Wednesday that Boeing has published data showing 904 new orders as of December 20 versus 714 for Airbus, a figure including 635 new orders at end November plus new orders published in December. A spokeswoman for Airbus was quoted in the advance text saying 2006 will be “the second best year in the company’s history for orders and deliveries” regardless of the end of year ranking.

Boeing last sold more aircraft than Airbus in 2000. According to company Web sites and Reuter’s calculations last week, Boeing had 875 new orders by December 21 against Airbus’ 694. We should agree that B747 jumbo and the A380 superjumbo by nothing that by focusing on these two aircrafts, we ignore the impact of the latter’s launch on other long range wide-bodies, of which the A330 and the A340 are of the most interest from Airbus’ perspective.

This runs somewhat counter to the conclusion from the discrete choice random utility model estimated by Irwin and Pavenik [2001] to infer the structure of the demand for differentiated airplane offering: they conclude that the entry of the A380 will indeed toughen price competition and reduced the 747’s market share, but that the cannibalization of the A330 and the A340 will be even greater (although Airbus’ aggregate share, including the A380, will increase).

Their results seems to be driven, however, by their assumption that cross-price elasticities are the same across all products within the long-range segment – an assumption that most analysts and industry executives would reject – and by their focus on the market share changes that ensure if incumbent products can adjust prices in response to entry: the price of the 747 falls significantly, so that its market share loss is limited, while the prices of the A330 and 340 optimally do not, so that they experience greater market share losses.

Remember that the 747 is both more profitable, prior to the launch of the superjumbo, than the A330 and A340, and closer in product space to the new product. Or to make the same point in a different way, even if the A380 does significantly cannibalize the A330 and the A340, that simply decreases the financial attractiveness of the superjumbo from Airbus’ perspective; if Boeing continues to have a sufficiently larger amount of market value at stake on its key product, the 747, the puzzle as to why Boeing didn’t preempt persists.

As it merged with McDonnell Douglas in 1997, Boeing abandoned a market-share strategy to focus on producing airplanes that were sales successes. Mulally quickly whittled down Boeing’s lineup, eliminating the poor sellers from the McDonnell Douglas stable, but also pulling the plug on some of Boeing’s best-known aircraft that were past their prime. As a result, Boeing now has three main aircraft families, the 737, 777 and upcoming 787.

Each distinguished itself this past year: the 737 by introducing the -900ER–a long-range, growth version–to counter Airbus’s A321; the 777 by dominating sales in the heavy-lift portion of the mid-size market segment, and the 787 by posting an order book so strong it has forced Airbus to abandon a me-too response and completely revamp its competitor, the A350. As Airbus emphasized seating size, Boeing concentrated on the middle market. It was willing to wait 10 years for advances in engine technology to build a third-generation 747 for the ultra-large market.

Powered by the General Electric GEnx, the 747-8 isn’t going to change the world the way the original did. But for Mulally, that was OK. Boeing expects to find profits in the 747-8, but regards sales of 450-plus-seat aircraft as only a niche market. Rather than seek economies through scale, the 787 will deliver economy through technological innovation, making the most of newly designed, fuel-efficient twin engines and lightweight composite materials.

The 787 offers a very different take on the flying experience, too, focusing on comfort rather than perks that could be eliminated by airlines: more standing headroom, larger windows and bathrooms, and higher humidity–all features that will benefit passengers regardless of seat configuration. If Airbus appears to covet recognition in the Guinness Book of World Records, Boeing seems predisposed to making a favorable impression in airlines’ inventories. To date, carriers have ordered 159 A380s, and almost twice as many 787s. Second, and even more importantly, Boeing’s 787 represents an appealing alternative.

It’s based on a fundamentally different vision, and it is radically different by design. Airbus responding to Boeing’s argument The two aviation companies who have been competing each other for a long time. Years ago Boeing made its B-747, which remained the biggest aircraft for decades. Then, Airbus made its A-380, which is the most luxurious and most spacious aircraft. The 747 will still have a faster sprint speed than the A380, with 747-8 being able to do a max cruise of . 89, and a max mach number of . 92, as compared to a max mach on . 89 on A380, but only by a shade, they’ll cruise pretty close to each other.

The 777 can run at near 747 cruise, but again, lacks 747’s full sprint ability. The 787 will cruise at roughly 748 speeds, though its sprint capabilities are yet to be seen. The Airbus A380 super-jumbo is a plane for the annals of aviation history. When it goes into service later this year, it will be the biggest, airliner around, capable of ferrying from 550 to 800 passengers (depending on configuration). With its two full-length decks and the promise of amenities such as sleeper cabins, cocktail lounges and a gym, it is sure to capture the public’s imagination.

But for all its promise of innovation, the A380 represents a bet-the-house wager on one of the most disliked same-old models of air travel: the hub-and-spoke. The A380 is built around the assumption that airlines will continue to fly smaller planes on shorter routes (spokes) into a few large hubs, then onward to the next hub on giant airplanes. It also presumes that passengers will want to put up with the hassles of changing planes in exchange for the privilege of traveling in a jet-powered cruise liner. Both Airbus and Boeing have a hedge in their back pocket.

To compete directly with the A380, Boeing’s 747-8 uses fuel-efficient engines like the 787 to carry 450 passengers. To counter the 787, Airbus is offering a white elephant called the A350, which has been widely derided as out of step with the changing times. In response, the A380 is far more technologically advanced than the 747. Recall, the 747 has been continually modified over 4 decades since its launch in the 1960’s, and the basis of its structure is virtually unchanged whereas the A380 is a completely NEW 21st century design.

Further, the power plants and avionics are LEADING EDGE. In fact, the engines deliver more power to weight ratio and can deliver 12% cost savings on fuel alone. And this is out of the box figures so to speak – no tweaking. Given that the A380 is MUCH larger and HEAVIER than a 747, seats more passengers, offer more comfort and brings us into the next level of air travel, one’s neurons would not be taxed when contemplating how the A380’s 12% fuel saving came about or? – yes, by embracing superior technology to produce a better design.

The 747 was a wonderful aircraft for its time but it really cant compare with the fabulously engineered A380. Its important to remember that the larger the aircraft the more problems you have to overcome. For example, how to keep wings that large from sagging under their own weight while at the same time keeping them flexible enough for flight. The only aircraft thats more impressive is the super-heavy-duty An-225 with its titanium load floor, great range, and load capacity, and ability to land on dirt, snow, or rough, unprepared run-ways.

Then again the Russians have always been the best airframe designers. Boeing versus Airbus is one of the most hard-fought, closely watched marketing battles out there. It’s also one of the most fascinating. Not long ago, it appeared as if Airbus had gained the upper hand. If Boeing succeeds in winning this battle –and it appears to be well on its way–it will amount to one of the great reversals of business fortunes. It will also serve as proof of the wisdom of understanding the marketplace well enough to lead, rather than follow.

The year 2006 saw Boeing take in some 25 percent more orders than its European rival Airbus, according to a report in the “Financial Times Deutschland newspaper”. According to an annual report issued by Boeing, the Chicago based company had 904 orders in the year up to Dec. 20 versus 714 for Airbus, a figure including 635 new orders at the end of November plus new orders published in December. Boeing’s new, more fuel-efficient 787 “Dreamliner” jet and 777 aircraft proved to be the prize attractions. Why should we conclude in favour of Boeing

Boeing is focused now on pressing the five-year lead it enjoys over Airbus in delivery of the 787 vs. the A350. Airbus finally launched the A350 this month but won’t deliver it to airlines for 6-? years. Boeing’s new airplane, the first passenger plane built entirely with plastic composites, is scheduled to enter service in 2008. So 2007, when the first 787s are assembled and tested, really begins a new era. The A380 — the largest airliner ever — will be two years late because of severe, unresolved production problems.

A new chief executive hired in July to fix the mess, Christian Streiff, resigned abruptly in October. He criticized the company’s unwieldy transnational organization and said a massive restructuring was needed. Boeing’s strongest argument is that the air-travel market is fragmenting. People want to travel direct to their long-haul destinations, not squeeze into huge planes before changing later to smaller ones at crowded hub airports in order to reach their final destination. The success of the 747 was ensured by the fact that its huge wings and fuel tanks allowed it to fly farther than any other plane.

But smaller widebody jets half the size of the new Airbus can fly as far as the A380. These planes open up the long-haul market while reducing the airlines’ risk, because they need to fill fewer seats to cover the trip cost. AIRBUS’S long-awaited Superjumbo will bounce back from its current difficulties and take the aviation world by storm, according to a leading industry expert. Now, keeping in view all above information and all the claims of Boeing and Airbus, the current market situation witnesses the lead of Boeing against Airbus in the industry.

As for instance, American freight carrier FedEx has cancelled an order for 10 A380s and switched to rival US manufacturer Boeing due to the delays. Virgin Atlantic Airways has also deferred delivery of the first of its A380s until 2013. Meanwhile Emirates, the programme’s biggest customer with 45 planes, is sending auditors to France, where the aircraft’s construction has been held up, to make sure Airbus can stick to the latest schedule. Editor of Air International Malcolm English predicted the company’s A380 Superjumbo, whose wings are made in Broughton, North Wales, would crush competition from the likes of rival airliner Boeing.

His words will provide some comfort to Airbus bosses and thousands of Welsh workers who have had to contend with a steady stream of bad news since the two-year delay to deliveries of the A380 because of wiring problems was announced. As of Dec. 20, Boeing (NYSE: BA) posted 904 net orders for the year, while Airbus has recorded 713, based on total orders as of Nov. 30 plus the number of orders published during December. Boeing’s 787 Dreamliner continues to outshine Airbus’ A380 superjumbo jet on the order books. Boeing took in 147 Dreamliner orders during the year.

Airbus found itself announcing delays in the A380 program and is faced with few new orders for the 555-seat jet. At the same time, current customers, such as Emirates Airlines, threaten to cancel orders or demand financial compensation for late deliveries. According to Boeing, the 787 is the result of over a decade of focus groups and scientific studies to gain a better understanding of passenger comfort and how the design of airplane interiors can make flying a more pleasant experience. If Airbus made comparable efforts, we are hard-pressed to find the evidence. What Boeing needs to maintain superiority

Boeing Commercial Airplanes combines a strong focus on building the highest quality airplanes with the development and application of new and innovative technologies that continuously improve safety, passenger comfort, operational efficiency and environmental responsibility. “We apply pioneering technologies to our airplanes and services based on the needs of the marketplace,” said Randy Tinseth, director of Product and Services Marketing, Boeing Commercial Airplanes. “These investments mean more value for our customers and passengers, which is why Boeing leads the industry with exciting new airplane developments in every size category.

” The central focus of Boeing product development efforts is the study of new technologies that can be applied to the full line of Boeing jetliners, as well as the 7E7 “Dreamliner. ” The keys to the development of the 7E7 “Dreamliner” are the same as the initiatives that are being pursued across the board: airplane efficiency, economics, passenger comfort, reduced emissions and quiet operations. Boeing investments in the future must not be limited to just new airplanes, they also must continue the enhancement of current product line, incorporating appropriate new technology and more capability, Tinseth said in an interview.

“This means more value for our customers, as we work with them in leading the industry with exciting new airplane developments in every size category. ” The work that Boeing and their technology partners have conducted, including the examination of new configurations, propulsion, manufacturing processes, flight-deck technologies and advanced materials and systems, will provide incremental benefits as they are incorporated into new airplane variants.

“With the 7E7, Boeing continues the tradition of leading the way – using innovative technology to advance the future of flight with revolutionary new products,” Tinseth said. “The 7E7 will be the next great advancement in flight, offering a new world of possibilities. It will be a new sensation for passengers, a new model of success for airlines, and an environmental leader. ” Resources. DW staff (jen), “Boeing Overtakes Airbus in New Orders for 2006” http://www. dw-world. de/dw/article/0,2144,2291760,00. html Marc E. Babej and Tim Pollak 05. 24.

06, 6:00 AM ET, “Boeing Versus Airbus” http://www. forbes. com/2006/05/23/unsolicited-advice-advertising-cx_meb_0524boeing. html Robert J. Samuelson Wednesday, December 8, 2004, “the Airbus Showdown” http://www. washingtonpost. com/wp-dyn/articles/A45509-2004Dec7. html http://www. airliners. net/discussions/aviation_polls http://www. askcaptainlim. com/asB777vsA340issues. htm#Boeing http://www. businessweek. com/bwdaily/dnflash/content/dec2006 http://icwales. icnetwork. co. uk/0100news/0200wales/ http://www. airlinepilotforums. com/ Chicago Tribune, United States – Dec 30

UPS or United Parcel Service, Inc. is now one of the world’s largest delivery companies catering to more than 6 million customers internationally. Historically, UPS, oriented initially as a private messenger and delivery service, was founded by James E. Casey (at that time 19-year-old) and Claude Ryan (18-year-old) at Seattle, Washington in 1907 under the firm name – American Messenger Company. However, in 1913, Evert McCabe with his delivery car-Model T Ford- appeared as a competitor of Casey and Ryan. In order to resolve the competition, the three proponents merged their firms under the name Merchants Parcel Delivery. According to Hallett and Hallett, by 1915, MPD had four delivery trucks, five delivery motorcycles, and 20-foot delivery personnel. In 1916, Casey recruited Charlie W. Soderstrom to manage automobile-based deliveries, while his original partner – C. Ryan – sold company shares and moved into his insurance business in 1917. MPD established another branch in Oakland, California in 1919.

However, MPD resembled a similar company name with one of San Francisco-based delivery firms; hence, Casey adopted the name United Parcel Service in the same year. From then on, UPS expanded nationwide establishing their branches in Los Angeles (1922), San Diego (1927), and different areas at East Cost (1930). UPS continued to grow despite war and by 1975, UPS had established their firms in 48 different states of U. S and began crossing outside boundaries to Europe and Germany.

Data transmission problems that caused the delay or cancellation of dozens of flights on Sunday have been resolved, Vienna Airport said, with its flight schedule having returned to normal.

“Austrian air traffic control has solved the issue,” the airport said on its website early on Monday. “At the moment there are no delayed or canceled flights. We advise passengers to contact their airline.”

The automated transfer of flight planning data between air traffic control centers in Brussels and Vienna collapsed completely for a while on Sunday afternoon, said a spokesman for Austro Control, which monitors Austrian air space.

On Sunday afternoon, Vienna Airport said it had canceled or delayed 113 flights to or from Vienna because of problems with automated flight data transmission, leaving hundreds of passengers stranded.

No other airport was affected, the Austro Control spokesman has said, adding there was no indication of a hacker attack.

Airlines affected included Lufthansa, British Airways, Polish airline LOT, Finnair and Turkish Airlines.

(Reporting by Shadia Nasralla; Editing by Clarence Fernandez)

Army air power is an of import combat plus for land commanding officers and it is apparent that it will go on to be in high demand into the foreseeable hereafter. From a wide position, they are charged with overarching missions of continued support for the land forces, and at the same clip position itself for the hereafter. The demands will merely go more complex in the modern battleground and we merely can non afford to retain bequest systems, processs and constructions simply because they have existed for decennaries and are familiar. However, integrating of lessons learned will emphasize beyond current capablenesss and beat up the cardinal capablenesss needed to back up land commanding officers without break or debasement to mission capableness.

1. Pasts to Show Developments

The Gallic were the first to utilize balloons for aerial reconnaissance during conflict in 1794 and so by the Austrian ground forces in 1849. The roots of Army Aviation can be traced back to 1861 and the formation of the Civil War-era Balloon Corps which pioneered the missions of reconnaissance and heavy weapon staining. The coming of Airpower in the twentieth century revolutionised warfare and it was realised by the land forces that there were excessively many undertakings to be performed in a battleground. British Royal Air force had taken an approximate of 14,678 exposures and helped run heavy weapon on to another 9,539 marks during World War I itself. Between World War I and World War II, while the Air Forces of the universe were concentrating on increasing capablenesss for what had become their primary missions – strategic bombardment, air-to-air combat and near air support- the Artillery was experimenting with utilizing smaller, unworldly aircraft for accommodation of heavy weapon fire. These aircraft were flown and maintained by heavy weapon forces to make the same mission as the Balloon Corps of the Civil War. They were basically light roadster aircraft which could run from short semi-prepared strips and therefore non dependent on prepared tracks. Artillery ranges were relatively limited and hence it was possible to set about heavy weapon staining and fire rectification from an aerial platform winging over enemy district. Anti- aircraft arms and air defense mechanism system were crude. Such aircraft could so of course execute communicating responsibilities and be at the disposal of field commanding officers.

Fixed-wing aircraft started to alter with promotion in engineering. Artillery ranges increased and it became apparent that observation even with optical AIDSs was falling out of the scope and outlook, and so did the gait of operations where the majority of heavy weapon pieces could non fit the tally of armored formations. Besides, indirect fire against conflict armored combat vehicles had proven to be uneffective. In fact, coming of low degree radio detection and ranging coverage besides narrowed the operational envelope of such aircraft.

Operationalisation of the rotary wing aircraft brought in the advantage of close contact operations even in confined infinites. For the most portion, United Nations Command during the Korean War fought with World War II arms with one noteworthy exclusion. Helicopters were used non merely for battlefield observation but besides for conveyance of work forces and supplies and emptying of the hurt. There was no more abiding image of the Korean War than a chopper evacuating the hurt and set downing at Mobile Army Surgical Hospital ( MASH )  . In crisp contrast, the Chinese and North Korean medical emptying system about collapsed by early 1951 because they relied on route and rail which was delay- prone and immensely clip intensive.

Army choppers were sent to Vietnam to increase mobility and local fire, and better over the construct of keeping inactive defensive places. The construct of air mobility has, of all time since, remained attractive to ground forcess ‘ universe over. Developments in guided missiles led to the combat function of ground forces from the air including the aspect of air-to-air combat. This was concurrent with supplying foot a platform to run from the 3rd dimension.

The kernel in application of force during the 1980s in Afghanistan was heavy trust on aerial warfare, airborne military personnels and extended usage of armed choppers. However, dark and adverse-weather operations were about ne’er attempted, even when air support was severely needed by military personnels in trouble.They were besides used in concurrence with conventional arms dwelling of armored combat vehicles ( T-72 ) and artillery guns ( 152mm automotive Mortars ) . The experience in Chechnya was slightly different from the erstwhile construct. Helicopters were now progressively being utilised chiefly for non-combat missions and about 90 per cent of the wounded were evacuated by choppers. This gave adequate grounds of the built-in potency to put to death combat support operations including medical emptying responsibilities, and combat hunt and deliverance.

2. The Future: Particular Focus and Relevant Issues

What has now become Army Aviation was born and derived from an incontrovertible demand in the tactical sphere necessitating built-in intimate support from the air. With the addition in denseness of air vehicles and those envisaged to busy air space, which includes missiles and remote-controlled flights, the public-service corporation and keeping of ground forces air power equipped chiefly with rotary winged aircraft could good be contended.

The relevant issue of aiming is an of import aspect in warfare. Ability to execute on nap-of-the-earth ( NOE ) winging which is virtually a proprietary claim, ability to vertically emerge from behind screen or obstruction, reconnoitre and even fire to destruct are inevitable chases and demand to retain the film editing border on a front line. When pitted against armor, and little and traveling marks the quandary of pin-point aiming from a fixed-wing tends to be aggravated.

An appraisal of what is likely to act upon the battle-space in hereafter will acquire us to an understanding sing the figure of battling elements in struggle. This raises an issue of vulnearbility. High denseness of guided and unguided missiles with land forces create greater challenges of placing unexposed enemy and increased hazard of ain exposure to hostile fire. While defensive warning systems will help in countering air defense mechanism steps of the enemy, exposure to innocuous little weaponries fire can turn out to be deadly to low-flying aircraft. However, an nonsubjective appraisal would put the ground forces chopper in a better place to maneuver in and out of unsure missions in enemy district.

The Forward Air Controller ( FAC ) takes charge of placing, turn uping and bespeaking the mark to the pilot in the combatant land onslaught aircraft, when considered indispensable. Immediate work stoppages are basically the same except that call for fire is handled by wireless and expedited through the system of field force as an immediate response. Army aeronauts executing the undertakings of FAC in such scenario will necessarily be capable to the clash expected from ‘unseen ‘ marks from a combatant aircraft winging at far greater velocity

and at a different tallness set. There will be an increasing diffusion of the conflict infinite non depicted on the operational map. It will be an inevitable characteristic for the FAC to be besides considered a relevant mark to be ambushed at the earliest.

The dimensional enlargement with regard to use of air space would convey about the complex job of control and co-ordination of the air and land operations. While battlefield radio detection and rangings assist in air infinite direction the ability to widen their full spectrum of maps to moo winging aircraft at 30 meters above land degree ( AGL ) and beyond 50 kilometers from base will stay a primary concern. While the bid and control of land operations by the ‘war-managers ‘ can be effected by commanding officers being close to the military personnels, control of the air space assumes a complex and gigantic challenge. Operationalisation of Integrated Air Command and Control System ( IACCS ) with automated response may non be able to supply an full control over all air vehicles runing beyond ocular scope. The radio detection and rangings and bid Centres besides would be primary marks for hostile air power and enemy counter steps wanting suppression, hence the effectual bound of clip critical aid to army air power missions over significantly more strategic enterprise, will name for witting rating.

Airspace direction and early warning are of import facets of support in combat. The flight profile of choppers by and large makes it hard for land radio detection and ranging to observe and prosecute them with anti-craft guns in good clip but with Aerostats and AWACS in operational usage, sensing may non be the issue but designation will still stay a contention in a dense winging environment. It was by and large expected that in instance of war between NATO and Warsaw Pact forces, every bit many as 33 per cent aircraft losingss would be accounted for by friendly fire within the first 24 hours.In the 1982 Lebanon War abrasion rate was imposed at an equal rate by friendly forces as compared to hostile action.

Dichotomies will ever be in the use of this elect corps equipped with various winging machines. A study was submitted during the Vietnam intercession sing task public presentation of UH-1E enlisted for public-service corporation missions during the period July 1966 to June 1967: –

• Administration/Liaison 5579
• Tactical Air Controller ( Airborne ) 1086
• Casualty emptying 1109
• Command and Control 1099
• Search and Rescue 116
• Reconnaissance 1756
• Entire 10745

The startling information was so announced. In add-on, to the flights listed another 19597 missions had been flown as armed choppers.This gets interpreted as a listed vision runing from combat, combat support and combat service support operations the in use spectrum exposed to excessively accent on subjective readings of use. Similar illustrations are by far and many, and tendencies have non changed well. Army gunships besides tend to be overused and misused. In a survey conducted by BDM Corporation it was analysed that the land forces become quite fond of them and at critical times on occasion employed them in stead of tactical air and heavy weapon.

Technological progresss, nanotechnology and growing of digitization are altering constructs in modern warfare. While it may be hard to foretell the gait at which hereafter warfare will be contested, the common factor will be the functions that army air power will be required to execute. These will non be really diverse from what they are expected to and presenting today but will acquire combined with other platforms of the present and future coevals. This brings about the integrating of UAVs ( Unmanned Air Vehicles ) with functions and capablenesss of ground forces air power. It besides brings about the issue of sharing air infinite with these remote-controlled platforms without cut downing denominators to built-in undertakings. Tube launched and catapulted UAVs and micro aerial vehicles ( MAVs ) underscore the demand of a greater degree of planning and co-ordination for the land forces in the direction of their portion of ‘near-space ‘ 30-100 meters from land. At the same clip, ability to aim with remote-controlled aid and precise striking with human capacity for real-time analysis and prioritisation would further distinguishable possibilities of a higher grade of truth and efficaciousness.

The ground forces believes combat as cardinal to war, and shutting with and destructing the enemy as cardinal to battle with all other elements in support, and air power being the manoevre component in such support. It is besides accepted that ground forces air power is really limited in its ability to execute interdiction missions and close air support which should be the duty of the Air Force. Therefore, doctrinally and besides practically the fixed flying assets of the ground forces would hold really limited public-service corporation except for possibly limited

transit and communicating undertakings. However, we may see an addition in their Numberss alternatively when the issue of ‘hearing ‘ a chopper winging in a vale or in cragged terrain from stat mis, is evaluated. Besides, with comparative lower operating costs, initiation and use of fixed wing aircraft besides proves good in reconnaissance, current situational air exposure including transit where frontward set downing strips license. The reappraisal of tilt rotor V-22 Osprey aircraft were encouraging boulder clay weighed against a measure of $ 100 million per unit, missing manoevreability, slow descent and limited protection. Operating such aircraft from the field and holding to be concerned with tactical scattering, disguise, enemy state of affairs, assembly country security, land to land every bit good as land to air communications jobs, and keeping aircraft from a field environment should, nevertheless, non be overlooked. Factors that contribute to the operational attraction of these aircraft are by and large associated with an airbase substructure and possible menaces near the landing evidences require active consideration.

Military attempt is frequently directed at the high ranges of mountains. Whether it be contending in Afghanistan or keeping land in the Himalayas, a major part of struggle is witnessed in higher heights and therefore the operational bounds of public presentation demands critical rating both in footings of systems in usage and bounds of human endurance. Any troop carrying attempt or heavy armory would connote sulky manoevreability at that height. Army air power assets would however supply first-class properties in helping logistical and support steps including manned surveillance and reconnaissance. Tacticss and equipment will necessitate to be tailored to the different demands of mountain warfare. This aspect requires more focal point as conditions in the higher ranges of the Himalayas are alone to us. Success or failure of a military operation will frequently be determined by the velocity with which the needed forces can be manoervred and moved into place at such high heights.

Planing would besides necessitate to take history of the predominating air state of affairs ; due to their increasing function there will be marked exposure of ground forces air power aircraft from enemy air action. A favorable air state of affairs may good go an indispensable requirement for the employment of such assets in most operational scenarios.

Military work stoppage for immediate success and consequence may ensue on a measured usage of Particular Forces ( SF ) . This would intend interdiction behind enemy lines fleetly and exactly at the same time with application of airpower for strategic surgical consequence and SF units for operational degree ends. This would ask the expedience of ground forces air power for rapid troop interpolation and unsnarling on completion of mission. At the conventional degree it would necessitate the enemy commanding officer to deploy military personnels in larger step for protection of their rear countries.

Nuclear arsenal with states in struggle influences responses. Rise to the atomic threshold is an implied and immediate response, whether or non existent struggle takes topographic point. Troop motion and application in a atomic battleground has been thought through the old ages, to be better feasible with choppers when clip is a premium, than any other manner. Armored bearers with NBC protection have been evaluated as utile but ability to transport both military personnels and arms in a atomic battleground with just velocity and able to concentrate from spread landings is a characteristic acknowledged while sing tactical mobility in affected countries. Survey and inert reconnaissance squads can be transported and commence operation within 15 proceedingss in the contaminated countries provided the environment remains contributing for winging. The bounds of survivability of aircraft and equipment in the presence or deficiency of field munitions when runing off from lasting air bases, and that of air power crew will necessitate rating exercisings.

Army air power has found increased applications through the old ages and have become indispensable to many types of military operations. Helicopter support can be decisive when used rapidly to counter an enemy ‘s motion or when used to work success. Responsiveness means control, and control demands to be shifted to a lower degree for the chopper assets to do their full impact.

3. Closing Ideas

Given myriad ongoing attempts across the air power community, it is critical that we maintain a long scope planning window that will let us to better place ourselves for upcoming challenges in a co-ordinated mode. In showing Army Aviation as an built-in portion of the hereafter force, we are obliged to hold clear vision of aims, functions and duties in order to efficaciously vie for the necessary capablenesss to take this arm into the following 25 old ages. The development of new schemes and procedures implementing them sagely and efficaciously while continuing indispensable bequest will keep high criterions of sustenance and operational support achieved by Army Aviation have achieved in recent old ages.