Assess which of the issues identified represent the most positive and most negative influences on Airbus. Reflect on the impact-probability profiles of these issues.
What will be an ideal response?
The table below is an attempt to identify the most significant issues in an impact-probability assessment.
The issues highlighted are those with the greatest impact-probability scores. They suggest that
technology is a key positive feature of the A380’s potential, but Airbus is not in a position directly to
affect all technological developments relevant to A380’s acceptance. The major negative factors suggest
the need to (i) persuade airlines how A380 can contribute to cost control and (ii) lobby governments of
all persuasions to look favourably on what Airbus is doing.
A common next step in the analysis is to sum the positives and negatives separately:
Positives: + 21.6
Negatives: -17
which suggests that the benefits of A380 are countered by significant drawbacks. If Airbus conducted an
analysis whose outcome was broadly similar, it shows the size of the gamble it took. Having made that
decision, it needs to continue to act so as to eliminate or mitigate the negative aspects.
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