個案資料
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EADS/Airbus: Vision 2020
內容大綱
EADS N.V. (EADS), Europe’s leading aerospace and defence company, is reviewing its strategic positioning. EADS had planned to merge with a British company to form the world’s largest aerospace company, but the merger failed mainly due to resistance from government shareholders. As a result, the firm cannot achieve its major strategic goals that were tied to the merger. In the highly competitive aerospace industry and despite also facing production issues and a corruption investigation, the firm’s management must revise both its short-term goals and future action plan.
學習目標
Students will strengthen their analytical and strategic decision-making abilities by reviewing EADS’s strategic plan, deciding on its feasibility and developing the necessary measures for implementing a future strategy. The firm’s strategic focus requires determining a strong, profitable portfolio balance that involves both segmental and geographical perspectives. Students must also address the implications of reputational damage resulting from production defects and allegations of corruption. <br><br>Students require an intermediate knowledge of management concepts and instruments and their application. Students will also benefit from a basic understanding of macroeconomics and some experience in working with cases. This case is thus recommended for intermediate- to advanced-level classes in strategic management or international management, toward the end of undergraduate studies or at the MBA or executive education level.