You are expected to develop a coherent essay that presents solutions as well as arguments and evidence (e.g., data) to support your solutions. Supporting data and evidence should only come from the case rather than external sources (e.g., newspapers). Exhibits in the case are usually good sources of supporting evidence. Internet browsing is not allowed! Feel free to use bullet points to organize your arguments and logic. Your essay should be no more than 2 single–spaced pages with the 11–point font(exhibits and tables do not count towards your page limit.
1. Make sure to answer all of the discussion questions below.
2. ONLY USE CASE, do not find external resources.
3. Make sure to use data to support Every answer, calculate data from the case is preferred. For example, for discussion 2, you will need DATA to support why you think Airbus/Boeing is better, do not just explain it in words.
4. Develop your framework and arguments, Do not just repeat what in the case.
Discussion questions:
1.What are the drivers of value creation and value capture in this industry? (Hint: Porter’s five forces framework or value stick)
2.As of 1992, who is doing better – Boeing or Airbus? Explain why?
3.What would be the value of a new VLCT to both companies?
4.If you were Airbus, how would you respond to Boeing? Should Airbus collaborate with Boeing in the development of the VLCT?
5. Quantify the value of VLCT
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