Article
citation information:
Rutkowski, M. Safety as an element of
creating competitive advantage among airlines given the example of the Airbus
A350 XWB and the Boeing 787 Dreamliner aircraft. Scientific Journal of Silesian University of Technology. Series
Transport. 2020, 108, 201-212.
ISSN: 0209-3324. DOI: https://doi.org/10.20858/sjsutst.2020.108.16.
Marcin RUTKOWSKI[1]
SAFETY
AS AN ELEMENT OF CREATING COMPETITIVE ADVANTAGE AMONG AIRLINES GIVEN THE
EXAMPLE OF THE AIRBUS A350 XWB AND THE BOEING 787 DREAMLINER AIRCRAFT
Summary. The competitive advantage of the passenger air
transport market is a significant part of airline operations. An important
element, a condition that may determine the achievement of competitive
advantage, is the issue of safety, which also applies to the operation of
aircraft. An example of creating an effective competitive advantage may be the
operation of a new aircraft by air carriers. This article presents the process
of creating a competitive advantage on the example of the Airbus A350 XWB and
the Boeing 787 Dreamliner aircraft considering the safety aspect, which in the
case of new means of transport in civil aviation may primarily concern the
seeming childhood diseases occurring in the initial use of new aircraft. This article,
in the form of comparative analysis, indicates the key features that determine
the attractiveness of the new aircraft as a product on the passenger air
transport market. Secondary data on the characteristics of the Airbus A350 XWB
aircraft were used and compared with the data of the Boeing 787 Dreamliner to
illustrate the properties that may indicate the manufacturer's superiority.
Furthermore, this article proposes a scheme of creating competitive advantage
in passenger air transport, which can be a model for creating a competitive
advantage in civil aviation. The close relationship between the economic and
technological aspects in creating competitive advantage was buttressed as well.
This article also analysed secondary data related to the number of ordered and
used aircraft and aviation events registered on the website:
https://aviation-safety.net [8], which could have an impact on the level of
safety of flight operations. Brought to the fore were situations in which the
seeming childhood diseases in aircraft operated by the American manufacturer,
Boeing 787 Dreamliner, such as defects in engines, power elements and risks
associated with the use of composite materials, which were first used on such a
large scale in the construction of wide-body aircraft.
Keywords: competitive advantage, safety, Airbus A350 XWB,
Boeing 787 Dreamliner, passenger air transport market
1. INTRODUCTION
The
passenger air transport market is a process of exchange in conditions of strong
competition among carriers providing passenger air transport services. The key
foundation of this market is security. The International Civil Aviation
Organization (ICAO), defines it as a state in which the possibility of injury
or property is reduced and maintained at or below an acceptable level through a
continuous process of hazard identification and safety risk management. [11] In
turn, G. Zając defines aviation safety as a set of all standards, measures
and mechanisms taken by entities responsible for maintaining the highest safety
standards in civil aviation. [22] Until the first decade of the 21st century,
travel time and comfort could be considered significant determinants of
competitive advantage among airlines. Both the period in which the appropriate
travel distance was covered and the quality of the on-board service were
connected with the economic dimension of enterprises associated with the
aviation market and the technological dimension, determined by aircraft
manufacturers as well as by entities providing specific components or systems
necessary for the operation of aircraft. After decommissioning Concorde
aircraft, it can be assumed that the key factor affecting the level of
competitiveness among airlines is the level of comfort of passengers travelling
by plane with turbojet engines through the prism of time reaching the target.
Both economic and technological dimensions remain significant, which may
significantly affect the level of safety of flight operations [7].
In the first decade of the 21st century, the European aircraft manufacturer,
Airbus and the American Boeing, in response to airlines' demand for more
economical wide-body aircraft in service, offered aircraft such as the Airbus
A350 XWB and the Boeing Dreamliner 787, respectively. The new products were
designed to revolutionise passenger transport in terms of both passenger
comfort and positive impact on the economic situation of carriers. The aircraft
constructed were themselves product innovation in terms of construction. New
turbojet engines have become an important element, for Airbus manufactured by
Rolls-Royce, and for Boeing, both by the British Rolls-Royce and by the
American General Electric conglomerate, the use of composite materials for the
construction of the hull and other shipbuilding elements turned out to be the
key procedure of aircraft. The development costs were also significant, in the
case of the A350, the cost of the program was over USD 39 billion, and the cost
of Boeing Dreamliner 787, USD 4 billion. Aviation market forecasts presented by
the Boeing in the Current Market Outlook report, CMO [13] – Current
Market Perspectives, for the next two decades 2014-2033, predicted a 2.5-fold
increase in air transport and the purchase of 36.8 thousand aircraft with an
estimated market value of 5.2 billion USD. The number of aircraft currently in
use will increase from 20,910 units to 42,180 aircraft. 15.5 thousand older
generation vessels will be withdrawn, airlines will buy a total of 36,770
machines, which means that each year, airlines will produce 1,840 new aircraft.
The passenger air transport market is a place of exchange for transport
services in conditions of strong competition. To maintain a high level of
quality of the product or service offered, airlines purchase new aircraft. The
new aircraft fleet can contribute to creating a competitive advantage among air
carriers. In the last decade of the 21st century, major aircraft manufacturers
such as the European Airbus and the American Boeing, introduced completely new
types of twin-engine, wide-body aircraft, offering airlines A350 XWB and Boeing
787 Dreamliner in several product variants, respectively.
2. COMPETITIVE ADVANTAGE IN CIVIL AIR TRANSPORT
Competition [18] in civil air transport can be defined as attracting customers by offering them more favourable prices, quality and other conditions, to increase their turnover and profits. Such competition should enable customers to choose and obtain the best service based on the most favourable conditions for them [10, 16]. In turn, competitive advantage [17] can be defined as a set of specific actions taken by a given company operating for the benefit of civil air transport with the help of specific tools to achieve a superior position in relation to a significant number of potential passengers. In the economic dimension, within the competitive advantage [4], three basic types of competitive advantage are distinguished:
·
qualitative advantage acquired through marketing instruments
and activities that lead to desired changes within the product. With reference to
civil air transport, an example of qualitative advantage may be the
introduction on the market of civil air transport of a new type of aircraft,
which due to the use of technological innovations in the construction of the
hull, becomes more attractive for potential buyers, leasing companies and
airlines,
·
price advantage that can be achieved through marketing
instruments and activities directly affecting the price at which buyers buy a
given product. In the case of the civil air transport market, the price
advantage may concern both the unit price of a new aircraft, tariffs
determining fees due, the amount of the business class, economy class, price
for jet fuel, handling services, aircraft take-off and landing fees. The price
advantage applies primarily to marketing instruments and activities for which
the consumer and the contractor receives physical confirmation in the form of
an invoice, receipt or document based on which the transaction was concluded,
·
an information advantage that directly relates to the flow of
information between exchange parties. This is an example of the impact on
passengers by means of messages in the form of advertising or other forms of
communication to stimulate the recipient’s interest in a product or
service. A common practice used by airlines is audiovisual advertising because
it has a wide range of impact. An interesting example of achieving an
information advantage is the painting of aircraft of the Hungarian low-cost
carrier Wizzair, which placed the airline's website address on the fuselage of
its aircraft.
Competitive
advantage in passenger air transport gained importance after the deregulation
of the US air transport market and in Europe as a result of the spread of the
open sky policy. The liberalisation of the air transport market has
strengthened competition between airlines. Two types of competitive advantage
can be distinguished when one considers the costs and technology used, such as:
·
competitive advantage based on the economic aspect, which
refers to the management of the assets and liabilities of an enterprise
operating for civil air transport in such a way that the activity is profitable
and the profit generated allows the purchase of new aircraft or modernisation
of existing fleets within the equipment passenger cabin, ergonomics of pilots
work in the cockpit, implementation of modern safety systems, and marketing
activities aimed at promoting the airline. An important element of competitive
advantage based on the economic aspect is the financial capacity of air
carriers, through which airlines can purchase new aircraft using various forms
of financing. A popular form of financing is financial or operational leasing,
due to which the airline increases its operational capacity. Only a few
airlines can afford to buy new aircraft for cash, which is associated with a
high unit cost,
·
competitive advantage based on a technological aspect, for
which the reference criterion is primarily a product - aircraft, a system that
is the result of, among others, design, structural and material engineering
based on scientific and technical knowledge. The competitive advantage based on
the technological aspect of passenger air transport relates to the launch of a
new product, solution, system that can gain an advantage over competitors. With
regard to aircraft, the European aircraft manufacturer introduced new aircraft
such as the Airbus A320neo, the Airbus A330neo, the Airbus A350 XWB and the
Airbus A380 in the last decade.
Both the competitive advantage in the economic aspect and the
technological dimension are closely related, as economic advantage enables
financing development works of a new type of aircraft, system, and solution to
gain a competitive advantage. Building competitive advantage is also determined
by the business model and strategy of the airline. [14] As an example,
combining the economic dimension with the technological dimension to achieve
competitive advantage, it may consider creative behaviour, understood as
intentional human action, focusing on the creation and implementation of
innovative activities in the form of concepts, ideas, and materialising these
activities in the form of a finished product or final solution. Creative
behaviour in enterprises conducting business activity for civil air transport
can be presented as an end product [12] with features of innovation that
improves the competitive advantage, safety level, and the supply and demand of
this solution may determine the profitability of the company's operations in
the aviation industry. Creative behaviour should positively affect the
company's financial result due to the potential of implementing a given
innovative solution in economic and technological terms. As part of creative
behaviour, product innovations play an important role, constituting a
completely new product, as well as introduced modifications or configurations
of new solutions in the output product. Product innovations are expressed,
among others, in the technological dimension using knowledge from a given field
or scientific discipline. An innovative product can be presented in the form of
products or services. Considering innovations, four types of innovations are
listed [15]: within products, within processes, marketing innovations and
organisational innovations.
3. AIRBUS A350XWB AND BOEING 787 DREAMLINER AS
NEW PRODUCTS
Work on the development of a new twin-engine, wide-body Airbus A350 XWB
passenger aircraft was initiated in 2005 with an estimated cost of EUR 3.5
billion. The new aircraft of the European consortium was designed as a response
to the demand of the passenger air transport market for a new twin-engine,
wide-body passenger aircraft, which will create a competitive advantage for the
operating airlines by reducing operating costs due to reduced fuel demand, the
use of composite materials, avionics systems, hull structure and passenger
cabin equipment, different from previous aircraft structures. The Airbus
venture was risky due to the fact that within a dozen or so years, it was
putting into service new narrow and wide-body aircraft.
The introduction of a new aircraft on the civil air transport market
involves the risk of occurring during the initial period of use, the so-called
childhood diseases, which relate to the disclosure of potential design flaws,
design errors, malfunctioning of systems that are designed to facilitate
piloting, and other more or less identifiable risks that may adversely affect
the safety of flight operations.
Tab.
1
Comparison of the features of the Airbus A350
XWB
and the Boeing 787 Dreamliner models
Aircraft type |
Airbus A350-900 |
Airbus A350-1000 |
Boeing 787-8 |
Boeing 787-9 |
Boeing 787-10 |
||
Feature |
|||||||
Lenght [m] |
66,8 |
73,79 |
57 |
63 |
68 |
||
Height [m] |
17,05 |
17,08 |
17 |
17 |
17 |
||
Wingspan [m] |
64,75 |
64,75 |
60 |
60 |
60 |
||
Hull diameter [m] |
5,96 |
5,96 |
5,74 |
5,74 |
5,74 |
||
MTOW [t] |
280 |
316 |
216 |
245 |
- |
||
Fuselage |
Low-wing aircraft with two turbofan engines |
Low-wing aircraft with two turbofan engines |
Low-wing aircraft with two turbofan engines |
Low-wing aircraft with two turbofan engines |
Low-wing aircraft with two turbofan engines |
||
The use of composite in aircraft construction |
Yes |
Yes |
Yes |
Yes |
Yes |
||
Number of seats |
325 - 440 |
366 - 440 |
242 |
290 |
330 |
||
Reach [km] |
15,000 |
15,557 |
13,620 |
14,140 |
11,910 |
||
Crusing speed [mach] |
0,85 |
0,85 |
0,85 |
0,85 |
0,85 |
||
Operational ceiling [m] |
13,000 |
13,000 |
13,100 |
13,100 |
13,100 |
||
Engine manufacturer |
Rolls-Royce |
Rolls-Royce |
General Electric/ Rolls-Royce |
General Electric/ Rolls-Royce |
General Electric/ Rolls-Royce |
||
List price [mln] USD |
317,4 |
366,5 |
248,3 |
292,5 |
338,4 |
||
Key element of competitive advantage |
Product innovation |
||||||
Examples of implementation of competitive advantage by selected airlines |
Connection made by Singapore Airlines on the Singapore-New York route, high quality onboard service based on passenger cabin equipment offered by Qatar, Singapore Airlines |
Opening of a new router to Tokyo, Beijing, Seoul, increasing the frequency of connections to New York, Toronto via PLL LOT, experimental Qantas flight on the Sydney-New York route, high quality on-board service based on passenger cabin equipment offered by Qantas, Air New Zeland |
|||||
Selected product innovations |
Composite construction, improvement of aerodynamic properties, titanium chassis, avionics, winglets, pressurisation of the cabin to given conditions, assembly of the cabin in a plug and play system |
Composite construction, improvement of aerodynamic properties, lighting system, avionics, pressurisation of the cabin to given conditions |
|||||
Aviation events registered in the ASN database and selected malfunctions |
12 recorded events: landing gear damage during landing in difficult Feather conditions, collision with another aircraft on the apron and during taxiing, rupture of the front undercarriage tires during landing in difficult weather conditions, pressure drop in the cabin, collision with a bird during the climb chase, appearance, messager about engine failure during the flight, hydraulic system failure |
4 recorded events: failure of the cell system – faulty battery design initiated a fire in the cabin, collision on the apron, collisions with other aircraft during taxiing. In addition, there is the periodic grounding of Boeing 787 Dreamliner aircraft due to the need to remove the defects of Rolls-Royce engines, the need for regular boroscopy of engines before take-off. The need for regular checking of the hull plating to detect signs of oxidation on the plating |
|||||
Mitigation of danger, forms of compensation |
Respecting and implementing guidelines for reports of entities operating for the safety of civil air transport, reviews, financial compensations and purchase discounts for producers, leasing of other aircraft (AMCI, dry lease), Just culture, diversification of air fleet |
||||||
Example of users |
Qatar, Air China, Delta Air Lines, Iberia, LATAM Brasil, Vietnam Airlines |
Qatar, Cathay Pacific |
LOT, Air Canada, El AI, All Nippon Airways, Avianca, United Airlines, Oman Air |
LOT, Air Canada, El AI, Aeromexico, Air New Zeland, Korean Air, Qantas |
Etihad Airways, Singapore Airlines |
||
Source: authors’ study based on [1, 5]
The
basic features [2] of the Airbus A350 XWB aircraft, which can be the basis for
building a competitive advantage on the passenger air transport market,
include:
·
70% of the aircraft was made from advanced materials, 53% of
the carbon composite, combination of materials of titanium, modern aluminium
alloys to create a lighter construction and to minimise maintenance
requirements, the revolutionary design of adaptive wings that undergo specific
changes in the air in such a way as to achieve maximum aerodynamic efficiency
as a result of optimising wing loading. The technological aspect directly
affects the dimension of the economic operation of the aircraft, since there is
a reduction in operating costs by 25% reduction of combustion of fuel and
emissions of carbon dioxide compared to the legacy aircraft, innovatively designed
passenger cabin, with wider seats, high ceiling and friendly lighting, which is
supposed to affect the comfort of passengers travel. According to the
manufacturer, the aircraft has the quietest passenger cabin among wide-body
aircraft. Optimal pressurisation of the passenger cabin to the pressure
conditions at an altitude of 1800 m a.s.l. and the corresponding 20% humidity
level as well as the temperature level, due to advanced solutions aimed at
ensuring the best air quality, the exchange of which occurs in the passenger
cabin from 2 to 3 minutes, no purported childhood diseases, longer flight range
than its direct competitor, the Boeing 787 Dreamliner [6]. The Airbus A350ULR-
Ultra Long Range, has a modernised fuel
system, holding 165,000 litres of fuel, which translates into an increase in
the range up to 17,900 km and the possibility of extending the flight to 20
hours [3]. There is a possibility of modular adaptation of the passenger cabin
without interference in the aircraft structure. Airbus has proposed the idea of
using the luggage compartment as an additional space for passengers, where it
would be possible to make the interval which is a children's playground,
conference rooms, and small wellness clinics. A3, owned by Airbus, is
responsible for developing the modular cabin. The skeleton structure of the
module, which is the equivalent of ULD air cargo containers, has the shape of a
geodetic truss [21]. It can be assumed that Airbus effectively uses the most
important competition instruments, because it offers a high-quality product,
provides flexibility to adapt to the expectations of a potential customer
through different versions of the same product, provides a technical basis and,
as far as the efficient organisation of the supply of its product, and provides
a wide range of additional services in form of adjusting the passenger cabin to
the needs of the airline.
As
at February 28, 2019, Airbus had an order backlog of 852 Airbus A350 XWBs, of
which 249 were delivered. A significant part of the orders was realised for the
Asian market [20]. The introduction of the Airbus A350 XWB is part of the
proposed scheme for achieving competitive advantage in passenger air transport.
It should be noted that a frequent cause of the creation of new products in air
transport is an undesirable aviation event in the form of a catastrophe, an air
incident, which forced the action to minimise the effects of an aviation event.
In relation to the product of the American manufacturer, the elements
constituting the competitive advantage include [19]:
·
composite construction, which accounts for over 50% of all
materials that make up the aircraft, makes the aircraft lighter than other
long-haul aircraft, which in turn contributes to better efficiency, that is,
more economical fuel combustion and also extends the range of the aircraft. The
innovative design of the passenger cabin, which is to ensure adequate comfort
of travel: pressurisation of the cabin to the pressure level at 1900 m.a.s.l.,
larger windows and lighting system that helps to alleviate the effects of
changing time zones during long flights. The new passenger cabin has been
designed to increase travel comfort and minimise jetlag. Thus, the aircraft has
a higher income potential for the airline, which can be realised through:
higher cruising speed, increased operating cycles in which the Dreamliner can
be used, launching new directions of flight, using classes in the passenger
cabin and the possibility of a greater amount of cargo while transporting
passengers on one plane. The Dreamliner ensures lower operating costs during
the operation of the aircraft due to exceptional fuel savings, lower costs of
maintaining the ship for operational tasks, while the Boeing also indicates
advanced avionics, aerodynamics, optimised cockpit, and increased share of
electrical systems responsible for airworthiness.
Competitive
advantage can be a key element of the airline business strategy. It can be
initiated by an idea, concept, aviation event that leads to the development of
a new aircraft. All activities related to this process should be carried out
with the highest safety standards and constantly monitored to detect and
eliminate all risks. The very process of creating a new aircraft is supervised
by entities whose task is to verify safety procedures at every given stage of
the project. A significant process seems to be cooperation between producers,
airlines and regulators of the passenger air transport market. Failure to
comply with specific rules of cooperation and the desire to achieve competitive
advantage by abandoning safety procedures may lead to air disasters and the
collapse of the manufacturer's brand prestige. An example of this may be the
Boeing 737 Max aircraft, which as a result of two air disasters revealed defects
in the operation of its MCAS system [9], which were supposed to prevent loss of
lift force during flight. Currently, all Boeing 737 Max aircraft are grounded
and work is underway for entities involved in civil aviation safety to clarify
the circumstances of the disasters.
Fig. 1.
Diagram of competitive advantage in passenger air transport
Source: authors’ study
Obtaining competitive advantage by airlines should be associated with maintaining and following safety procedures. This is the reason close cooperation of aviation market stakeholders with market regulators is important, as well as a proactive attitude in civil aviation, which may contribute to the mitigation of potential undesirable security threats in civil aviation. Competitive advantage should not be achieved at the expense of bypassing or manipulating acceptable levels of security.
4. SUMMARY
The air passenger market is a dynamic market where the conditions for exchanging certain transport services are agreed. The activity of this market is subject to strict supervision through appropriate institutions, which are to exercise control over the acceptable level of safety in civil air transport. Despite rapidly advancing technological solutions serving the construction of new aircraft and the provision of optimal (that is, cost-effective) solutions for financing ships by airlines in the economic dimension, obtaining competitive advantage by airlines through the prism of managing a fleet of new aircraft can be extremely difficult. First, the purchase of new aircraft may be associated with the problem of childhood diseases that manifested themselves during the use of Boeing 787 Dreamliner aircraft in the form of defective batteries and engines. To date, no significant defects have been revealed in Airbus A350 XWB aircraft. The design of the European manufacturer was introduced to the civilian transport market later than the Boeing product. It can be assumed that the elimination of childhood diseases and maintaining an acceptable level of safety during the implementation of air operations by airlines that have decided to operate the products of a European and American manufacturer may have a positive impact on the competitive advantage of a given carrier. The following can be considered as important elements of this advantage: reduction of fuel costs, increase of cruising speed, increase of operational cycles, possibility of establishing new air connections, and increase of passenger comfort.
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Received 13.03.2020; accepted in revised form 25.06.2020
Scientific
Journal of Silesian University of Technology. Series Transport is licensed
under a Creative Commons Attribution 4.0 International License
[1] Faculty of Economics, The University of
Economics, The 1stof May Street 50, 40-287 Katowice, Poland. Email: marcin.rutkowski@edu.ue.kat.pl