Strategic analysis of Bombardier Inc

The purpose of this research paper is to conduct a comprehensive strategic analysis of the Canadian company Bombardier Inc., a manufacturer of business jets, based on which the current position of the company, its background and consequences will be identified, as well as proposed strategic priorities for the medium-term time frame. This paper focuses on the US market and the main product that the company is currently engaged in, i.e. large and mid-size business jets. The paper consists of two parts: theoretical and practical. The theoretical part describes the principle of operation and objectives of different strategic analysis tools that have been applied in the practical part. The practical part consists of a description of the company, its history and current strategy, which is necessary to understand the current position of the company. This is followed by an analysis of the external environment as presented in PESTEL and Porter's five forces. This is followed by an analysis of internal resources and capabilities using VRIO and Market segmentation, as well as consideration of several future options in terms of scenario planning. Findings from the analysis of external and internal environment are further summarized in SWOT.