Rory Kennedy

"There were many decades when Boeing did extraordinary things by focusing on excellence and safety and ingenuity. Those three virtues were seen as the key to profit. It could work, and beautifully. And then they were taken over by a group that decided Wall Street was the end-all, be-all. There needs to be a balance in play, so you have to elect representatives that hold the companies responsible for the public interest, rather than just lining their own pocketbooks."

You have been hired, as a top marketing guru, to present to the Board of Boeing a strategic marketing proposition to revive the damaged brand and image of the company, including and bearing in mind the following background:

Aerospace

Rivalry

Competitive

Advantage

Profit

Lion Air Flight 610

Ethiopian Airlines Flight 302

737MAX

Capitalization of Boeing

WORDS 2000