Building customer relationships is big in an industry such as aviation. However, before a firm can engage in building customer relationships they must first have a mission statement that addresses current and future customer’s needs. Peter and Donnelly (2013) agree that, “Effective marketing starts with the recognition of customer needs and then works backward to devise products and services to satisfy these needs” (p.4).
Embraer has achieved this concept with their, “four state of the art aircraft designed for the 21st century” (Embraer, 2013). Embraer pitch its current products (product orientation) latest 2013 fleet of E jets to attract an even more broad class of customer needs (customer orientation). In a market where satisfaction is needed to current customers; pilots, passengers, flight attendants, airlines, airplane maintenance mechanics. This is Embraer main focus for their 4 models of the 70-110 size aircraft.
Embraer (2013) states some of their business strategies around the principal of E; Engineering (state of the art), Ergonomics (superior), Efficiency (outstanding), Economics (highly impressive).
According to Peter and Donnelly (2013), “The marketing concept means that an organization should seek to make a profit by serving the needs of customer groups” (p.4). Embraer makes this possible by, “staying competitive right now”, meaning their main focus on profitability relies within their consumer’s wants. Embraer still stays true to its long term goals refreshing the principal of “E” in its overall vision to compete effectively in the future.
Reference
Embraer. (2013, May 29). The Philosophy of E. Podcast retrieved from http://www.youtube.com/watch?v=BhHtYtRWXRw
Peter, J. P., & Donnelly, J. H. (2013). Marketing management: Knowledge and skills (11th ed.). New York, NY: McGraw-Hill.
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