亞當(dāng)航空器公司的營銷理論
01-14, 2015
喬治.亞當(dāng)和約翰·克努森于1998年成立了亞當(dāng)飛機(jī)公司，該公司坐落在科羅拉多州的丹佛大都會(huì)區(qū)的百年機(jī)場。亞當(dāng)飛機(jī)公司是制造飛機(jī)的制造商，它的目標(biāo)服務(wù)對(duì)象是政府官員和市民。該公司生產(chǎn)的飛機(jī)種類繁多，包括A700雙引擎噴式飛機(jī)和A500動(dòng)力飛機(jī)，A700雙引擎噴式飛機(jī)被設(shè)計(jì)成超輕型噴式飛機(jī)，然而該公司在生產(chǎn)發(fā)展前取消此計(jì)劃，并且不會(huì)在市場上出現(xiàn)。市民和政府官員是該公司的主要顧客，與此同時(shí)，該公司也在激勵(lì)著產(chǎn)商生產(chǎn)。(Allahdadi, 17).
例如，在2006年，該公司的飛機(jī)在Micheal Mann’s 的 Miami Vice電影中作為特寫部分，該飛機(jī)類型為亞當(dāng)500s/n 0002。政府官員是亞當(dāng)飛機(jī)公司尋找的顧客，作為公司重要的一部分。在2008年，亞當(dāng)飛機(jī)公司經(jīng)政府同意簽訂了合同，該合同旨在發(fā)展新一代旋翼飛機(jī)，然而由于金融危機(jī)問題，亞當(dāng)飛機(jī)公司沒有實(shí)現(xiàn)合同的內(nèi)容。
2008年2月11號(hào)，亞當(dāng)飛機(jī)公司停止運(yùn)行，并在同年的2月15號(hào)面臨破產(chǎn)的危機(jī)，在4月份，亞當(dāng)飛機(jī)公司的股東收購了公司的資產(chǎn)，然而該公司仍然不能擺脫破產(chǎn)的問題。經(jīng)融危機(jī)導(dǎo)致公司面臨倒閉和實(shí)行裁員措施。慶幸的是在2009年，亞當(dāng)飛機(jī)公司被另一航空公司—Triton aerospace收購時(shí)又有了一線生機(jī)。
例如，在2006年，該公司的飛機(jī)在Micheal Mann’s 的 Miami Vice電影中作為特寫部分，該飛機(jī)類型為亞當(dāng)500s/n 0002。政府官員是亞當(dāng)飛機(jī)公司尋找的顧客，作為公司重要的一部分。在2008年，亞當(dāng)飛機(jī)公司經(jīng)政府同意簽訂了合同，該合同旨在發(fā)展新一代旋翼飛機(jī)，然而由于金融危機(jī)問題，亞當(dāng)飛機(jī)公司沒有實(shí)現(xiàn)合同的內(nèi)容。
2008年2月11號(hào)，亞當(dāng)飛機(jī)公司停止運(yùn)行，并在同年的2月15號(hào)面臨破產(chǎn)的危機(jī)，在4月份，亞當(dāng)飛機(jī)公司的股東收購了公司的資產(chǎn)，然而該公司仍然不能擺脫破產(chǎn)的問題。經(jīng)融危機(jī)導(dǎo)致公司面臨倒閉和實(shí)行裁員措施。慶幸的是在2009年，亞當(dāng)飛機(jī)公司被另一航空公司—Triton aerospace收購時(shí)又有了一線生機(jī)。
George Adam and John Knudsen formed the Adams Aircraft Industry in 1998. The location of the company was at the Centennial Airport, in Denver Colorado. Adams Aircraft Industry is a manufacturer of aircrafts, and it targets government and civil organizations. This company produces a wide range of aircraft facilities, including an A700 twin engine jet, and an A500 centerline thrust aircraft. The A700 twin jet was designed as a light jet; however, the company stopped developing it, and it never made it to the market. In as much as civil and government institutions are the main customers of the company, the company also targets movie producers (Allahdadi, 17).
For example, in 2006, the company’s aircraft featured prominently in Michael Mann’s movie, Miami Vice. This type of an aircraft was Adams 500 s/n 0002. The governmental agency that the company sought as its customers was the defense department. By 2008, the company managed to win a contract from the department of defense for purposes of developing a modern generational rotorcraft. However, the company was not able to finalize this contract because of financial problems.
On 11th of February 2008, the company ceased its operations, and on 15th of February 2008, the company filed for a bankruptcy. In April 2008, AAI acquisition purchased the assets of the company; however, it was unable to remove it from bankruptcy. This was the contributing factor to its eventual closure, and dismissal of employees. However, in 2009, the company got a lifeline, when Triton aerospace, another aviation company purchased it.#p#分頁標(biāo)題#e#
亞當(dāng)飛機(jī)公司（AAI）需要?jiǎng)?chuàng)新—The Need for the creation of Adams Aircraft Industries (AAI):
The idea of coming up with this company came from George Rick Adams. Adams was running a software company at that time, and he realized that there was a need of introducing new aircraft products and technology in the market. Adams realized that aircrafts at the twin were built by using old technologies, and designs (Peoples, 26). These aircrafts were single engine, and none had a twin engine system. On this basis, it was very expensive to operate and own an aircraft. This made a demand for used aircrafts to be high, and this is because they were cheaper than the used airplanes.
However, using these types of aircrafts was unsafe, because of faulty spare parts, and poor maintenance programs. On this basis, George Adams felt that the best solution was to introduce a new aircraft products and technology in the market. George Adams saw an opportunity to produce and launch this new product (Allahdadi, 22).. He was more convinced of the need to the twin engine aircraft because there was none in the market. Majority of the planes had a single engine, with a fixed gear start-up and a non-pressurized system.
George Adams also got some motivation from the successes of innovators and inventors such as Cirrus and Lancair. These innovators made some improvements on the existing single engine airplanes, and the reception from the market was positive. They even got certification in recognition of their roles from the government by obtaining a certification. This was a major motivator for Adams to team up with John Knudsen for purposes of creating Adams Aircraft Industries, and managing the company.
亞當(dāng)飛機(jī)公司的顧客—Customers of the Company:
The customer base of the company is two tier, that is the professionally flown, and the owner flown. However, a large percentage of the customers were owner operators. These are people who bought the aircrafts for their personal purposes. These people were keen to details, and were mainly concerned with the performance of the aircraft system, and its electronic characteristics. They were also concerned with the manner of maintaining the aircraft facility, and how to get its spares. The professionally owned customers were cooperate organizations such as military institutions and airline companies. Institutions such as airline companies are concerned with the comfort of the seats, availability of the baggage area, and the requirements of a passenger (Peoples, 33).
They lay emphasizes on passenger satisfaction and requirements because they are business institutions. As a business organization, an institution is motivated by making profits, and as such, the passenger is the king. Government institutions are concerned with the efficiency of the aircrafts in carrying out their duties. This is was the main motivating factor while they were dealing with the company (Allahdadi, 21). This is also one of the reasons that the department of defense considered while issuing a contract to the company in 2006 for the development of the modern generation rotorcrafts.#p#分頁標(biāo)題#e#
One are of commonality that the institutional and individual buyers look at is the affordability of the aircrafts. People can only buy an aircraft that they can afford, and is of the highest quality. Development of cheap but quality aircrafts was one of the objectives of George Adams, and the aircrafts he developed were affordable.
亞當(dāng)飛機(jī)公司的競爭者—Competitors:
Cessna and Beechcraft are the main competitors of the company. Beechcraft specializes in military and aviation aircrafts. Beechcraft develops single engine aircrafts, and they range from military trainers, to turboprop transporters. Beechcraft was a stronger competitor against Adams Aircraft Industries because of the experience of the company in the aviation industry. The company began its operations in the year 1932 and won numerous aviation awards, including the 1942 naval E award. This was in recognition of the role played by the company’s aircraft in the Second World War (Peoples, 27).
Another competitor was Cessna. Cessna is a general aviation company known for the production of piston powered aircrafts. The company is a subsidiary of the Textron aviation company. Just like Beechcraft, the company has an extensive experience in aviation industry dating back to the periods of 1911, when it was formed. On this basis, the company was also a strong competitor against Adams Aircraft Industries. These two companies also had an enormous capital base to fight off the emergence of Adams Aircraft Industries a s a serious aviation company (Pederson, 33).
The company also had an extensive and huge distributorship network as compared to that of Adams Aircraft Industries. This is because they had a long period of operation, and because of their experience and capital capability, the two companies were able to create a large and extensive distributorship channel (Allahdadi, 33). This was a major weakness of Adams Aircraft Industries. Because of its inability to attract the kind of capital these two companies had, AAI could not effectively compete against these two giants of the American aviation industry.
亞當(dāng)飛機(jī)公司面臨著經(jīng)融和破產(chǎn)問題—Financial Problems and Bankruptcy:
The company began facing financial problems in January 2008 when it tried to obtain certification for its A700 aircraft. To obtain full certification for purposes of testing its A700 aircraft and mass production of its A500 piston aircraft, the company had to pay approximately 150 million United States dollars to the government. The company was unable to raise this money, as indicated in a letter addressed to the shareholders on 22nd of January 2008 (Allahdadi, 29).
In this letter, the CEO of the company had requested for 25 million US dollars within the shortest time possible, without which the company will run into liquidation. Shareholders were unable to raise the money, and on 11th of February 2008, the company ceased its operations. Three days later, the company applied for a bankruptcy status because it was unable to pay off its debts. This led to a massive job loss of its staff, creating a legal problem with the city of Pueblo, situated in Colorado.#p#分頁標(biāo)題#e#
亞當(dāng)飛機(jī)公司合伙人的計(jì)劃—Acquisition of the Company:
In a bid to save the company, Industrial investors AAI acquisition decided to purchase the assets of the company, and thereafter revive its operations. The aim of the company was to revive the production of A700, which before the insolvency of the company; AAI acquisition had ordered some 75 aircrafts of the same nature. They were still under production. The investment company was able to retain 50 aircraft engineers belonging to Adams Aircraft Industrials. However, due to the financial crises of the 2008, the investment company was unable to revive Adams Aircraft Industrials (Allahdadi, 24).
This is because there was a low demand for the A700 types of aircraft. This made the company to make losses, resulting to a loss of 200 jobs within the company. In 2011 after the closure of the company, Triton aerospace acquired the assets of the company, and resumed the production of A500 aircrafts. The company made some innovations to the aircraft, changing it to a turboprop. The new model is expected in the market in 2013, with full certification.
總結(jié)—Conclusion:
In conclusion, the creation of Adams Aircraft Industry by George Adams and John Knudsen was a failure. Even though their idea of creating a new line of technological aircrafts was good, they lacked enough money to sustain their projects. On this basis, the business failed because of inadequate funding and capital. The paper manages to give an historical background of the company, and the kinds of aircrafts that the company sought to manufacture. That is A700 and A500. This paper effectively identifies the competitors of the company, and the advantages they had over Adams Aircraft Industries. On this basis, this paper effectively analysis the case of Adams Aircraft Industries As brought forth by John Hamilton, Carl Herdberg and Professor Williams.
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