Abstract
Since 2005, Airbus, one of the two world's biggest airplane manufacturers, has encountered huge delays in the delivery of the new model called A380 to its customers (see appendix 5), mainly passenger air carriers, across the world. This study analyses the characteristics of Airbus and the way it reacted to this issue from a marketing point of view and aims at giving strategic alternatives and recommendations to the aircraft producer. From a business-to-business marketing point of view, the key lesson will be the importance of trust and long-term dependency relationships in huge ventures such as the A380 project, and how trust, kept alive through clear communication, can be a mean to overcome the biggest issues.
