Contrary to our current economic conditions, the light sport category of aircraft manufactures were highly represented at this year’s Sun ‘n Fun Fly-In, with over 20 manufacturers on exhibit. I personally looked at almost every one of the light sport aircraft on display and came away as probably most prospective consumers – bewildered!!! There are so many choices available in this category; it is hard for the average pilot to determine what makes one particular manufacturer or model better than the others. In addition, the news regarding the Light Sport category of aircraft has not been very positive of late. There have been some hostile takeovers, cash-strapped manufacturers, and fatalities because of in-flight structural failures.
In this kind of unsettled environment, the manufacture that can project an image of stability, credibility and professionalism can win significant marketshare.
Consider that Cessna has already taken 1,000 orders for its light sport aircraft, the Skycatcher, which I found to a rather under-whelming light sport entry. The fact that Cessna has not yet delivered a single aircraft illustrates that brand recognition and Cessna’s reputation are more than enough to get people to buy their aircraft.
The other top manufacturers in terms of marketshare have done so with effective marketing and PR, in spite of the fact that their aircraft have been described as average, abet this comment made by a competitor who has made few sales, is struggling to raise, and in danger of going out of business.
In many industries, the company with the better mousetrap rarely wins. There are so many examples of inferior products that come to dominate an industry, consider this point if you’re reading this on a Windows computer rather a Mac.
Savvy marketing can generate enough sales to overcome the mediocre product.
Make enough sales and your company gains credibility, stability and awareness of its product. Properly managed, this success begins to feed on itself and continues to build momentum which leads to more sales, product improvements, and higher margins, which leads to greater profits and greater success, which leads to more sales, etc. etc.