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Case Title:

EMBRAER – FLYING HIGH THROUGH SEGMENTATION

Publication Year : 2010

Authors: A Sinha and S Paul

Industry: Aircraft and Ship Building

Region:Global

Case Code: MKS0128IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Embraer, the third largest aircraft manufacturer in the world, focused on the niche market segments. The company focused on regional jets with high growth potential in commercial, defence and executive aviation. The regional jets accounted for 40 percent of the commercial aircraft in the US and Europe. Embraer expected that there would be a market of US$170 billion for 7,800 new jet deliveries worldwide by 2024 and so the company wanted to grab the major share of the expected revenue. The case gives an insight into Embraer's history with a brief overview of the global aviation market and Embraer's outlook.

Pedagogical Objectives:

Keywords :  Embraer, Bombardier, Boeing, Airbus, Regional jets, Segmentation, Aviation, Embraer Regional Jet (ERJ), Airliners, Commercial jets, Point to point traffic, Hub and spoke, Strategy, Aircraft manufacturer, Marketing

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