Seeing its market leadership was taken by Airbus, Boeing tried to improve itself and gain advantage over its competitors. Instead of reduces costs and offers a lower price to catch customers, Boeing choose to develop its product to be able to meet customers and market’s requirements. Blue ocean strategy [1] was adopted and came up with the new midsize plane for 200-300 passengers, the Dreamliner or Boeing787. It is made of new material, composite material, instead of aluminum. The Dreamliner perfectly answer customers’ requirements: midsize, long distance, less fuel, high humidity for passenger, short time for flight practicing, and low maintenance cost.

Since the program launched in late 2003, Boeing787 was placed order for more than 1,000. Even though it was canceled because of the 3 years delay, it is considered the highest pre-sale jetliner. Because the Dreamliner is a big change of an aviation industry, it’s focused by people all around the world. Since it has been delivered in September 2012, people seems appreciate it. However, it was found an engine problem, which Boeing announced later that the problem has been resolved. [2] 

With this successful of innovation creating, Boeing should continue develop the better product to satisfy its customers’ requirements in order to take the market leadership back as well as remain in the position as long as possible, as its vision.

Vision, Mission, Value and Goal