Answer

Marketing at Bombardier

The markets that Bombardier seems to focus on are State-owned business entities and government departments that are charged with the role of providing transport services or in charge of ensuring that those who need to get transport services do so. They also target private businesses that build and operate large transport operations using private or commercial jets to different parts of the world. The reason for this focus is that as a company, Bombardier deals in products that are essentially often prohibitively expensive. The sheer cost alone would make private dealings unsustainable in the long run. In addition, the railroad products for example that the company deals in are mostly only operated by local, state or federal governments across the world (Connell, 2007). Most nations have national carriers for which they need planes and their parts and this is where Bombardier comes in handy. The private operators who own and operate airlines or buy private jets for commercial or luxury reasons too are targeted by Bombardier because they are capable of buying these products.

The most important concern for Bombardier’s customers, I think, is quality. Quality encompasses the longevity, the durability and above all, the safety of the products that Bombardier supplies to its customers (Marconatto & Cruz, 2016). Because transport is the essential service for which Bombardier has its products, the element of durability and safety is supreme. Air transport for example is an area in which a reputation for safety in terms of the products would be interpreted as a high quality measure and be of value to the customers. With quality products, the customers can conveniently and easily offer their services to those who need it with the assurance that the customers will be safe and that in the end, the businesses will be profitable. It is quality that will ultimately influence the measure of trust and dependability and hence, the costs.