Airline Fleet Planning

Topic 1
Can The ‘Middle Of The Market’ Be Filled?
A capacity gap has opened between the largest of the single-aisle aircraft produced
by Airbus and Boeing and the smallest of the twin-aisle wide bodied aircraft
available. Some airlines consider that the 757 has fulfilled the role of the ‘middle of
the market’ aircraft for many years. Airbus consider that they have plugged the gap
by developing the A321neoLR. However, Boeing appear to be struggling to identify a
competitive response.
You have been retained by IATA to conduct research into the potential for Boeing to
offer an aircraft in the appropriate size category that can compete with the Airbus
• 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 sales
potential. (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)

The assessment criteria for this assignment are:
Basis of Assessment Weighting
Understanding of the brief: You should demonstrate that you have a
thorough grasp of the specifics of the assignment. 4
Standard of English: You are not expected to write like Shakespeare.
However, you must express your ideas in narrative form, in
unambiguous and grammatically correct English, and with good
punctuation and spelling. 4
Quality of the presentation: A clean, attractive and legible
presentation is called for, with properly annotated graphs and
diagrams (where appropriate). 2
Critical understanding: You should demonstrate that you really do
understand the subject, evidenced by research and reading that you
have conducted specifically for the assignment. 15
Use of practical examples: Your work should not be purely
theoretical but must be supported by examples that are relevant to
your arguments. 10
Critical analysis: This is the most important criterion of the
assessment. Rather than write in a descriptive manner, you should
analyse and then challenge the points of view of commentators that
you quote and the behaviours of organisations that you reference. 25
Originality: You should strive to think of new ideas and concepts, and
then justify your thinking. 20
Relevance: It is vital that you stick to the specifics of the assignment
and resist all temptation to wander off into discussion that is not
relevant. 15
Structure: You should not write a ‘stream of consciousness’. Your
work must have a clear and identifiable structure, with a logical
progression of arguments, starting with an introduction and finishing
with a conclusion and, if appropriate, recommendations. 3
Bibliography and referencing: Source material must be properly
referenced. You will be judged not only on the breadth of your
references, but also the depth. For example, an over reliance on
Wikipedia will be frowned upon. 2
Overall Assignment Mark: / 100
References(please contain and consult these reference lists)-Harvard Referencing System
Buying 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)