INDIVIDUAL ASSIGNMENT (ESSAY)Topic 1Can The ‘Middle Of The Market’ Be Filled?A capacity gap has opened between the largest of the single-aisle aircraft producedby Airbus and Boeing and the smallest of the twin-aisle wide bodied aircraftavailable. Some airlines consider that the 757 has fulfilled the role of the ‘middle ofthe market’ aircraft for many years. Airbus consider that they have plugged the gapby developing the A321neoLR. However, Boeing appear to be struggling to identify acompetitive response.You have been retained by IATA to conduct research into the potential for Boeing tooffer an aircraft in the appropriate size category that can compete with the AirbusA321neoLR.• Intro (250 words)- in terms of Middle of market (MoM) in aviation market.
•Firstparagraph, you should estimate the size of the potential market. What city-pairscould be linked and what type of airline business model could
be tempted toenter such a market?(500 words)
•Secondparagraph, what are the technological challenges to be overcome if Boeingdecide to address the ‘middle of the market’ with a new aircraft
type? Youshould consider the key technical parameters, cost of development and salespotential. (500 words)
•Thirdparagraph, do you think that Boeing can address the ‘middle of the market’ withan existing aircraft type? What are the constraints and risks?
(500 words)
•Fourthparagraph, do you consider that Boeing’s strategy for this market may bethreatened by emerging aircraft programmes in China and Russia? (500
•Lastparagraph, you should offer a recommendation, backed up with evidence andargument, on how Boeing might proceed. (500 words)
ASSESSMENT CRITERIAThe assessment criteria for this assignment are:Basis of Assessment WeightingUnderstanding of the brief: You should demonstrate that you have athorough grasp of the specifics of the assignment. 4Standard of English: You are not expected to write like Shakespeare.However, you must express your ideas in narrative form, inunambiguous and grammatically correct English, and with goodpunctuation and spelling. 4Quality of the presentation: A clean, attractive and legiblepresentation is called for, with properly annotated graphs anddiagrams (where appropriate). 2Critical understanding: You should demonstrate that you really dounderstand the subject, evidenced by research and reading that youhave conducted specifically for the assignment. 15Use of practical examples: Your work should not be purelytheoretical but must be supported by examples that are relevant toyour arguments. 10Critical analysis: This is the most important criterion of theassessment. Rather than write in a descriptive manner, you shouldanalyse and then challenge the points of view of commentators thatyou quote and the behaviours of organisations that you reference. 25Originality: You should strive to think of new ideas and concepts, andthen justify your thinking. 20Relevance: It is vital that you stick to the specifics of the assignmentand resist all temptation to wander off into discussion that is notrelevant. 15Structure: You should not write a ‘stream of consciousness’. Yourwork must have a clear and identifiable structure, with a logicalprogression of arguments, starting with an introduction and finishingwith a conclusion and, if appropriate, recommendations. 3Bibliography and referencing: Source material must be properlyreferenced. You will be judged not only on the breadth of yourreferences, but also the depth. For example, an over reliance onWikipedia will be frowned upon. 2Overall Assignment Mark: / 100References(please contain and consult these reference lists)-Harvard Referencing SystemBuying The Big Jets –fleet planning for airlines–3rdedition (Paul Clark)
Stormy Skies –airlines in crisis (Paul Clark)
Doganis, R. (2013). Flying Off Course. Hoboken: Taylor and Francis.
Straight and Level –practical airline economics (Stephen Holloway)
How Boeing Defied the Airbus Challenge(Mohan R Pandey)
Boeing vs Airbus (John Newhouse)
*manufacturer forecasts (available on company web sites):Global Market Forecast (Airbus)Current Market Outlook (Boeing)


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