New Product Development

Airbus A-380

Introduction: Airbus A-380

• Double-deck, wide-body, four-engine jet airliner

• Largest Passenger Aircraft.

• Capable of Carrying 853 Passengers.

DEFINING BUSINESS GOAL

Airbus A-380: Goals

• To gain a strategic

advantage over its

arch rival Boeing

• To enter into the VLA

segment of the

aircraft industry

Airbus A-380: Goals

• Economic Advantage

Airbus A-380: Goals• Fill the Gap

Airbus A-380: Goals

• Change the Industry Structure

• Change from the Point to Point Structure to

Hub and Spoke Structure.

PRODUCT DEVELOPMENT OF A-380

Channels for the Birth of A-380

• Product Improvement

• Technological Innovation

A-380: Concept Generation

Airbus organised four teams of designers, one from each of its partners

• Aérospatiale• Deutsche Aerospace AG• British Aerospace• CASAto develop Very Large Commercial Transport

Aircraft designated A3XX

A-380: Value analysis

A-380: Value analysis

A-380: Product Design & Development

• Choosing of a double-decker design versus a

single deck standard design.

• The above design gave more passenger

volume.

• Extensive market analysis with over 200 focus

groups to develop the product.

A-380: Product Design & Development

Various product test carried out.

• Handling, speed, High altitude test, Evacuation test,

wing failure test.

• A380 received European Aviation Safety Agency

(EASA) and United States Federal Aviation

Administration (FAA) approval to carry up to 853

passengers

A-380: Production

• Major structural sections of the A380 are built in France, Germany, Spain, and the United Kingdom

• Components of the A380 are provided by suppliers from around the world; the five largest contributors are Rolls-Royce, Safran, United Technologies, General Electric and Goodrich

A-380: Production

A-380: Production

Airbus A-380 as of now

• Cumulative orders of A-380 as of July 2011.

CONCLUSION

References

• “Airbus vs. Boeing in Super Jumbos” by Benjamin E and Pankaj G., Harward Business School working paper.

• www.airbus.com• Image courtesy: www.wikipedia.org

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