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A View From Above: Michael Baughn B/E Aerospace

April 06, 2010 / 07:43

This episode discusses BE Aerospace, its role as a cabin interior supplier, and its response to challenges in the commercial aerospace industry. Key topics include the impact of declining traffic and yields, product development, and customer strategies.

The conversation highlights how BE Aerospace maintained operating margins despite declining sales, focusing on integration synergies and supply chain efficiencies. The speaker mentions the importance of logistics and value-added services for OEMs and MROs.

Weight savings in aircraft interiors are emphasized due to rising oil prices, with BE Aerospace introducing new products to improve yields and reduce operating costs. The company aims to maintain its market share and grow through strong product development and customer intimacy.

Specific examples include BE Aerospace's work with airlines like Continental and Air France, showcasing how they customize aircraft interiors to align with different service strategies and brand identities.

The episode concludes with a positive outlook for the aerospace industry, linking air traffic growth to economic growth and BE Aerospace's positioning for future opportunities.

TL;DR

BE Aerospace discusses its strategies for maintaining margins and adapting to challenges in the commercial aerospace market.

Episode

7:43
00:00:03
[Music]
00:00:19
BE Aerospace is the largest cabin
00:00:23
interior supplier to commercial
00:00:24
airliners and to business jet aircraft.
00:00:27
We're also the largest global
00:00:29
distributor of aerospace fasteners and
00:00:31
consumables. Primarily a commercial
00:00:34
presence, but about 10% of our sales
00:00:36
involve uh the military space.
00:00:41
Well, let me speak more specifically to
00:00:43
commercial aerospace, which is our
00:00:45
space. It was a particularly challenging
00:00:47
year. Uh traffic was down an
00:00:50
unprecedented level. Yields were down
00:00:52
20% and uh most of the industry or at
00:00:54
least the customer base experienced
00:00:56
devastating losses. For be aerospace, I
00:00:59
think we responded to that challenge.
00:01:01
Although we had uh declining sales, we
00:01:04
were able to uh maintain our operating
00:01:07
margins through uh integration synergies
00:01:10
of our consumables business and uh uh
00:01:13
continued efforts in our supply chain
00:01:15
and our lean initiatives and
00:01:16
efficiencies in our business. And so
00:01:18
while we have not uh yet reported our
00:01:20
2009 results, uh our our results through
00:01:23
uh 9 months ended September 2009 were
00:01:26
were quite encouraging.
00:01:31
Our products are bought by industry
00:01:33
because they either increase airline
00:01:35
traffic or yields or reduce operating
00:01:38
costs. And our consumables business is
00:01:40
about logistics. We uh for OEMs or
00:01:44
airframe manufacturers or MRO's uh
00:01:47
manage their parts logistics. We supply
00:01:50
for instance many of our customers uh
00:01:53
bin management programs where we're
00:01:55
stocking their consumables. Uh we're
00:01:58
doing value added kitting services that
00:02:00
reduce those customers costs and allow
00:02:02
them to focus on the key aspects of
00:02:04
their business. Uh in our commercial
00:02:07
interiors businesses uh we continue to
00:02:11
uh introduce new products that improve
00:02:13
the airlines topline because of
00:02:16
increased yields or or load factors or
00:02:18
reduce operating expenses for instance
00:02:20
with reduced weight or or reduced uh
00:02:22
cost of ownership.
00:02:27
With oil having hit $150 a barrel last
00:02:30
year and being a high level of concern
00:02:33
throughout the industry, weight savings
00:02:35
are uh particularly uh front burner at
00:02:38
the moment. So in in all of our product
00:02:40
segments, we are focusing on reducing
00:02:42
weight and there's uh strong uh customer
00:02:45
interest for for weight efficiencies.
00:02:47
Well, the industry is changing. uh we
00:02:50
have strong and leading market shares in
00:02:52
all of our maj major product lines and
00:02:54
our challenge is to maintain those and
00:02:56
in fact to try to grow those. We're
00:02:58
doing that by a continued commitment to
00:03:00
strong product development, maintaining
00:03:02
high levels of customer intimacy through
00:03:04
our account management strategies, field
00:03:06
service commitment, uh execution of our
00:03:09
existing programs, and as new airframes
00:03:12
are introduced such as the 787 or the
00:03:14
A350, uh we are expanding our commitment
00:03:17
and our emphasis on SF uh contracts and
00:03:20
systems work. And so, uh, recently we've
00:03:23
been, uh, won major awards for the A350
00:03:26
and 787 and for many of the new business
00:03:28
jet platforms that that we think will
00:03:30
position us very favorably, uh, longer
00:03:33
term on those growth platforms.
00:03:38
Well, I think it's difficult to be
00:03:41
precise when you're talking a short-term
00:03:43
period like that. We're coming off of an
00:03:44
unprecedented downturn and I think uh
00:03:48
our expectation is that we'll start to
00:03:50
see a gradual recovery in traffic and
00:03:52
capacity over the next couple of years.
00:03:55
But I think longer term the outlook for
00:03:57
our industry is particularly strong. Uh
00:04:00
air traffic has a close correlation with
00:04:02
economic growth. So as long as you
00:04:05
believe that long-term there's going to
00:04:06
be economic growth, there will certainly
00:04:08
be an increase in air traffic. We
00:04:10
believe that we're very well positioned
00:04:12
at B Aerospace to participate uh in that
00:04:15
traffic growth and in the growth of the
00:04:16
industry.
00:04:21
I think what's unique about our country,
00:04:22
our our our our company, what's unique
00:04:24
about B aerospace is our product
00:04:26
leadership, our market share leadership
00:04:28
in in the product segments that we
00:04:30
operate with consumables. We are the
00:04:33
largest global uh man distributor of
00:04:36
aerospace fasteners and hardware.
00:04:39
uh working with virtually all of the the
00:04:41
MRO's uh airframers and many of the
00:04:43
subcontractors that use distribution in
00:04:45
their in their business model within the
00:04:47
interiors business. We are the leading
00:04:49
seat supplier for all classes of
00:04:52
aircraft seating. A leading supplier of
00:04:54
interior systems products such as ovens
00:04:56
and beverage makers, galley equipment
00:04:58
and oxygen systems, lighting systems,
00:05:01
all sorts of products that that go into
00:05:03
the interior. Our job is to customize
00:05:06
aircraft. Airlines come to us to
00:05:09
configure those aircraft to customize
00:05:11
them to make them work for their unique
00:05:13
purposes. So it's really the interiors
00:05:15
that we produce that align an airplane
00:05:19
for a particular root structure, for a
00:05:21
particular service, for a particular
00:05:23
brand. And the airlines use those
00:05:25
interiors to differentiate themselves
00:05:27
from each other and to establish their
00:05:29
brand identity. That's what we help them
00:05:31
do.
00:05:35
Well, sure. Let's just look at trip 7s.
00:05:37
Boeing makes trip 7s and at the start of
00:05:39
the production line essentially they're
00:05:41
identical to each other. They don't
00:05:43
really change until they get into the
00:05:45
interiors installation. Let's look at
00:05:48
Continental. It's a twoclass carrier
00:05:50
that's recently now introducing liflat
00:05:53
business class seats replacing older
00:05:56
seats that were not li flat. So, uh, the
00:05:59
service strategy for Continental is to
00:06:01
put liflat business class beds in, but
00:06:03
to do it in a way that doesn't have a
00:06:06
density disadvantage. What we've done
00:06:08
with Continental is to align the seats
00:06:11
and to nest them on an angled V-shape
00:06:14
arrangement that allows Continental to
00:06:17
offer its passengers complete liflat
00:06:19
horizontal beds, but with a density
00:06:22
configuration that's affordable both to
00:06:24
Continental and to the passenger.
00:06:28
Perhaps the next plane coming down the
00:06:30
line might be Air France. Air France has
00:06:32
a different strategy. Air France is a
00:06:34
three-class provider and it's not the
00:06:37
traditional threeclass. It's not coach
00:06:40
and business class in first. With Air
00:06:42
France, it's coach and premium economy
00:06:45
and business class. So Air France might
00:06:47
have a similar kind of business class
00:06:50
seat that Continental would, but they've
00:06:52
decided to segment their coach market
00:06:54
differently. And so whereas Continental
00:06:57
would have a nine a breast coach in trip
00:06:59
7, Air France would have a 10 a breast
00:07:01
coach designed for the the tourist
00:07:03
market. Perhaps it's the family member
00:07:06
going on vacation. Um and in premium
00:07:09
economy an eight breast seat that's
00:07:11
designed for a traveler who will pay a
00:07:14
little bit more at at and and then still
00:07:17
for business classes. Six of breast
00:07:19
business class seats. two different
00:07:21
airplanes start off identical but very
00:07:23
different service strategies and branded
00:07:25
strategies and I think that dynamic
00:07:27
plays through uh the industry

Episode Highlights

  • BE Aerospace's Market Leadership
    BE Aerospace is the largest cabin interior supplier to commercial airliners and business jets.
    @ 00m 19s
    April 06, 2010
  • Navigating Industry Challenges
    Despite a challenging year with declining sales, BE Aerospace maintained operating margins through strategic initiatives.
    “We were able to maintain our operating margins.”
    @ 01m 01s
    April 06, 2010
  • Future of Air Traffic
    Long-term economic growth is expected to drive an increase in air traffic, positioning BE Aerospace favorably.
    “We believe that we're very well positioned at BE Aerospace.”
    @ 04m 15s
    April 06, 2010

Episode Quotes

  • We responded to that challenge.
    A View From Above: Michael Baughn B/E Aerospace
  • The outlook for our industry is particularly strong.
    A View From Above: Michael Baughn B/E Aerospace
  • Airlines use those interiors to differentiate themselves.
    A View From Above: Michael Baughn B/E Aerospace

Key Moments

  • Industry Challenges00:59
  • Market Position03:57
  • Customization Strategies05:31

Words per Minute Over Time

Vibes Breakdown

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