Aerospace

Date: March 18th, 2005

From: Pat Jones – Vice President – Marketing – Bombardier Aerospaceu

To: Walter Pattillo – President of Bombardier Aerospace

Subject: Re: What is going on here?

In response to your email, Gulfstream is obviously making a move toward gaining more market share. With Bombardier being sponsors of the Indy Racing Series, it appears that Gulfstream is trying to attract some of our customers by sponsoring a similar venue. We cannot afford to sit back, as Gulfstream, a subsidiary of General Dynamics is already the worlds leading designer, developer, manufacturer and marketer for midsize and intercontinental business jet aircraft (General Dynamics, 2005). Also NASCAR has become just as large and popular to Americans as the Indy Racing Series. Bombardier needs to become more competitive through some type of promotional blitz, change or campaign that will allow us to hold our existing client base and attract new business.

In order to maintain our current market share we could a take a closer look at each aspect of our advertising and examine where we might need to make changes, to insure that we will continue to reach the target market as effectively, and even more so than Gulfstream. We could develop a new strategy for marketing our product.

Another marketing approach would be to become a sponsor of NASCAR. If Gulfstream does not have exclusive sponsorship here, this would allow us to share the same exposure as Gulfstream. In doing this we would attract customers from both the Indy Racing Series and NASCAR.

A third marketing alternative would be to develop a new aircraft or a modification of a current one in our business aircraft sector. As Gulfstream creates some of the best business aircraft in the world, this may make us more competitive in this field. Something that will catch the eye of the business world could be implemented into the Learjet, possibly a new sleek look.

Having said this however, I believe the best...