Car travel may also pose a threat if gas prices continue to 'idle' or decline as the economy worsens.
Do its customers have special requirements?
In response to consumer demand and a shifting political climate, Bombardier has tried to incorporate sustainability into its business model to a greater degree. Providing rail travel in a way to reduce the planet's and the company's carbon footprint has become a core part of its mission ("Corporate responsibility," Bombardier, 2009)
Internal analysis
Current organization/structure
Bombardier is organized into two separate sections, rail and aerospace, both of which have a presence worldwide.
Current financial analysis
The company's financial performance is strong. On January 31, 2009 Bombardier "showed improvements in revenues, profitability and a robust cash position. Revenues increased by 13% to reach $19.7 billion" and Bombardier Transportation specifically "Bombardier Transportation's revenues totaled $9.8 billion, an increase of 25% over last fiscal year" ("Bombardier, Marketwire, 2009).
Most recent major decisions or changes
"In November 2008, Bombardier Transportation inaugurated a state-of-the-art railway vehicle manufacturing facility in India, the first to be wholly-owned by a global foreign company in this country. Closely working with its main customers to continue research on modular and flexible train platforms led Bombardier Transportation to sign a framework agreement with Deutsche Bahn AG (DB) in January 2009" ("Bombardier, Marketwire, 2009).
Strengths
Bombardier's sustainability emphasis in an increasingly 'green'-focused world has proved profitable. A new interest in rail transportation to reduce the carbon footprint across Europe has generated interest in the company and favorable press.
Opportunities
A newly powerful EU requires a continuing commitment to rail transportation. Worldwide, developing nations such as India and China need more extensive and complex rail systems -- this will bolster the company's market position overall, including in the Swiss market.
Weaknesses
The company's luxury and 'high tech' image could give it an overly exclusive...
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