IB BUSINESS MANAGEMENT SL IA (7/7) – Nov 2020 session

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본 문서는 IB 2020 November session에 제출했던 Business Management SL IA자료입니다.
Research Question은 “Should Boeing rename its 737 MAX aircraft in current financial crisis in order to maintain its brand image and to minimise its future losses?”로 2019년 초부터 화제가 되었던 보잉 사의 737맥스 항공기 추락사고로 인한 재정적 타격에 대해 다루었습니다. 여러가지 브랜드 확장 (Extension strategies) 방법들 중 하나인 Renaming을 solution으로 정하고, 이를 통하여 기업이 브랜드 이미지를 유지하고 향후 재정적 손실을 최소화할 수 있을지에 대해 탐구했습니다. 최종적으로 IA는 7점을 받았고, 과목 최종 점수도 7점으로 이수했습니다.
Business Management SL IA의 가장 중요한 포인트는 5개의 Supporting documents들을 선정하는 것이라고 생각하며, Topic을 정했을때 supporting documents들을 잘 선정한다면 보다 수월한 IA작성이 가능할 것입니다. 또한 여러가지 Business Tools (e.g. SWOT analysis, Financial analysis, Lewin’s force field analysis 등)을 topic에 적절하게 사용하는 것이 중요하므로 향후 SL 과목을 수강하는 학생들에게 참고가 되고 도움이 되었음 합니다.

 

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INTRODUCTION

Boeing is an American headquartered multinational corporation that manufactures and sells aircrafts globally. Its most recent released aircraft, the 737 MAX, showed an outstanding performance with the fastest-selling record in Boeing history, achieving more than 5,000 orders all over the world. However, it was recently involved in two fatal crashes that killed 346 people, resulted in a full-year net loss of a $636 million. The 737 MAX aircraft has become the most unreliable commercial passenger jet with increased public fears and diminished trust.

The 737 MAX has been grounded worldwide since March 2019. Boeing recently announced its estimated future projection cost of the 737 MAX, $18.4 billion in total. The total revenue for Boeing in 2019 was $76.6 million which is $101 million down from 2018, mainly a result of increased overhead costs. Boeing is currently facing an enormous financial crisis, with commercial airplanes deliveries decreasing by 53% from 2019 to 2018. A potential renaming of 737 MAX with an intention to regain the public trust was brought up as a controversial topic by a range of industry stakeholders. The recent challenges including the financial crisis faced by Boeing makes it worthwhile to investigation. Thus:

Should Boeing rename its 737 MAX aircraft in current financial crisis in order to maintain its brand image and to protect its future profit?

 

  • 총 페이지수: 38 pages
  • 과목명: Business Management
  • 주제: Should Boeing rename its 737 MAX aircraft in current financial crisis in order to maintain its brand image and to minimise its future losses?
  • The file is in PDF format.
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IB BUSINESS MANAGEMENT SL IA (7/7) – Nov 2020 session

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