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Lockheed Martin F-35 Lightning II

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Mireille Olivo

on 18 February 2014

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Transcript of Lockheed Martin F-35 Lightning II

Lockheed Martin F-35 Lightning II
Situation Analysis
Lockheed Martin is chosen to lead the Joint Strike Fighter Program



Teamed up with Northrop Gumman and BAE Systems to start production
-Won 2001 Collier Trophy for Lift fan propulsion



Weight concerns push back completion date two years




The National Commission on Fiscal Responsibility and Reform releases report on national debt
Suggesting it cancels the F-35B to use F-16 and F/A-18E
Situation Analysis
FY2011 Defense Authorization Act limits funds for unnecessary performance upgrades
-First F-35 used at military bases across US


Air Force decides to continue to use 300 F-16s and F-15s to offset delivery delays


Information is leaked that Lockheed only produced 50,000 to 60,000 jobs completing 70% of the operation in California and Texas
Armed Forces Bowl Sponsors
SWOT Analysis
Lockheed Martin
F-35 Lightning II
Features
stealth capabilities
next generation target acquisition
integrated sensors
data collection and integration over local and global intelligence platforms
Tactics
Responded to building negative attention with a Christmas video focusing on the positive image of the Lockheed Martin family, featuring the Blue Angels, Toys for Tots, and victims of natural disasters
Releasing biweekly videos interviewing airmen involved in F-35 testing and fielding and their praise for the F-35
Manipulated Search engines to only show positive features on F-35
OBJECTIVES
Counter the growing negative image of the JSF program in the DoD, Congress, and public
Keep existing buyers and investors, including allied overseas purchasers
Stress affordability
What would I do differently?
Lockheed needs to admit that the F-35 is taking too long and is over budget
Continue to stress history by showing the domestic and international success from F-15 and F-16
The original concept of the F-35 however was created in 1997.
So much technology has changed since then that Lockheed has to keep up which has drive up costs. However, it is ultimately creating the next generation of air crafts
Strategy
Promote an image of legacy, integrity, and leadership
Reinforce strong military ties
aid active duty military members, veterans, and their families
feature high ranking military officials' praise the F-35
International Launch Services (PR Firm) created the "Power by History" campaign fueled by success and experience
2013 launched "Innovation with Purpose
The Legacy Continues: F-35 Hangar Dedicated to P-38
1997
2001
2004
2011
The Department of Defense originially planned on purchasing 2,456 JSFs costing a total of $271 billion

Lockheed wins contract to make the helmets for the F-35
JSF Original Concept - 1997
Lockheed promised congress it would create 125,000 jobs in 46 states (CIP Journal)
"13 current or likely test issues of varying severity." found by DOD
Cost went up by 7-10%
2010
2012
Eight allied nations reduce original purchase orders of F-35s or defer purchases
2
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1
2

2013
THE PRODUCT
Chief of Naval Operations
Strengths
Extremely well connected corporation
Narrow market with built in buyers
Emphasis on giving back to the community
Tell a story through their products and the veterans that flew them
Congressional budgets give them many opportunities for marketing

Weaknesses
Since the F-35, the international community doubts Lockheed's capability
The company is placed in a monopsony. An economic situation in which there is one buyer and multiple sellers
Global Competition
Domestic Competition
Opportunities
Threats
Strict government regulations for contracting
Intense competition with Boeing
Too much good PR
could create "buyers remorse" in Congress and Lockheed could lose business for years
Capitalize on the rising defense spending budget
Strengthen international relations to depend less on domestic investors
Lockheed has been contracting the most revolutionary technology
Focusing on Veterans
5k walk/run in Washington DC for the Wounded Warrior Project
Full transcript