Boeing restructures commercial airplane strategy, marketing

Thu Oct 10, 2013 5:09pm EDT
 
Email This Article |
Share This Article
  • Facebook
  • LinkedIn
  • Twitter
| Print This Article | Single Page
[-] Text [+]

By Alwyn Scott

NEW YORK (Reuters) - Boeing Co (BA.N: Quote) said on Thursday that it will restructure its commercial airplane strategy and marketing functions, just days after the company lost a $9.5 billion order in Japan, previously its most secure market.

The action, announced in a memo by Boeing Commercial Airplane Chief Executive Ray Conner that was obtained by Reuters, follows Japan Airlines Co Ltd's (9201.T: Quote) decision on Monday to pick Airbus planes to replace its Boeing 777s, rather than the next-generation Boeing 777X model.

"You probably wouldn't have seen this happen if they had won JAL," said Ron Epstein, an analyst at Bank of America Merrill Lynch.

"Boeing is looking at their sales strategy" following the Japanese loss, he added.

Conner linked the shifts to the retirement of Boeing veteran Mike Bair, who he said leave November 1, relinquishing his role overseeing the marketing and strategy groups.

In the new structure, marketing functions under Bair would be shifted to the sales group and led by marketing Vice President Randy Tinseth, who would report to global sales chief John Wojick.

Strategy and business development functions will shift to the finance group, and will be led by Kevin Schemm, who will be head of finance and strategy.

Boeing confirmed the memo is accurate but declined to comment further.   Continued...

 
The Boeing logo is seen at their headquarters in Chicago, April 24, 2013. REUTERS/Jim Young