Question Details

Global Channel Management and Pricing - Assignment
Iberia Airlines Builds a BATNA
One day last April, two model airplanes landed in the office of Iberia Airlines.
By reviewing Case 4-3, you will critique the overall marketing strategies of two aircraft makers.
They weren't toys. The Spanish carrier was shopping for new jetliners, and the model were calling cards from Boeing Co. and Airbus, the world's only two producers of big commercial aircraft. This is Case 4-3, "“Iberia Airlines builds a BATNA,” on page 664 in your textbook.
There are three top negotiators in the case. Here is where each negotiator stands:
1. Dupuy: Enrique Dupuy de Lome, Iberia- chief financial officer and the man who led its search for widebody jets, meant from he start to run a real horserace.
2. Bright: Bright, who had been appointed Boeing 777 as a “revenue machine.” He insisted that his could earn Iberia about $8,000 more per flight than the A340-600 because it can hold more seats and is cheaper to operate.
3. Leahy: At Airbus, Leahy also fumed at Iberia- pricing demands. A New York City native and the company- highest-ranking American, he pursues one goal: global domination over Boeing.
After reading Case 4-3, can you analyze the following questions?
1. Critique the negotiation strategies and tactics of all three key executives involved: Dupuy, Leahy, and Bright.
2. Critique the overall marketing strategies of the two aircraft makers as demonstrated in this case.
3. What were the key factors that ultimately sent the order in Airbus- direction?
4. Assume that Iberia again is on the market for jet liners. How should Bright handle a new inquiry? Be explicit.
Use APA Format. Must be at least 3 pages in ength (excluding cover and reference pages).