Harvard Case - Bombardier: Canada vs. Brazil at the WTO
"Bombardier: Canada vs. Brazil at the WTO" Harvard business case study is written by Rawi Abdelal, Laura Alfaro, Brett Laschinger. It deals with the challenges in the field of Business & Government Relations. The case study is 24 page(s) long and it was first published on : Feb 20, 2003
At Fern Fort University, we recommend that Bombardier, in light of the WTO ruling against Canada, prioritize a multi-pronged strategy to mitigate the negative impact of the dispute and strengthen its position in the Brazilian market. This strategy should focus on fostering business and government relations, navigating government policy and regulation, and leveraging corporate social responsibility to build trust and long-term sustainability.
2. Background
This case study examines the dispute between Canada and Brazil at the World Trade Organization (WTO) concerning Bombardier's C Series aircraft. The crux of the dispute lies in the government subsidies provided by Canada to Bombardier, which Brazil argued unfairly distorted competition in the commercial aircraft market. The WTO ultimately ruled in favor of Brazil, forcing Canada to withdraw its subsidies.
The main protagonists in this case are:
- Bombardier: A Canadian multinational aerospace and transportation company, heavily reliant on government support.
- Canada: The Canadian government, which provided substantial subsidies to Bombardier to support its aircraft manufacturing industry.
- Brazil: The Brazilian government, which argued that Canadian subsidies unfairly disadvantaged its own aircraft manufacturer, Embraer.
- WTO: The World Trade Organization, the international body that adjudicates trade disputes and enforces international trade rules.
3. Analysis of the Case Study
This case study presents a complex interplay of international business, politics, and economics. The following frameworks can be applied to analyze the situation:
- Porter's Five Forces: This framework helps understand the competitive forces at play in the commercial aircraft market. The high barriers to entry, intense rivalry, and the presence of powerful buyers (airlines) create a challenging environment for aircraft manufacturers.
- Political Risk Analysis: The dispute highlights the significance of political risk in international business. The WTO ruling demonstrates the potential for government intervention and trade policies to impact corporate strategy.
- Corporate Social Responsibility (CSR): Bombardier's response to the dispute should consider its CSR commitments. Engaging in responsible business practices and building trust with stakeholders can help mitigate reputational damage and foster long-term growth.
4. Recommendations
Bombardier should implement the following recommendations to navigate the fallout from the WTO ruling and strengthen its position in the Brazilian market:
1. Strengthen Business and Government Relations:
- Lobbying Strategies: Engage in proactive lobbying strategies to influence government policy and regulation in Brazil. This includes building relationships with Brazilian officials and advocating for favorable trade policies and tax incentives.
- Public-Private Partnerships: Explore opportunities for public-private partnerships with the Brazilian government to support infrastructure development and aerospace innovation.
- Corporate Political Activity: Participate in corporate political activity to demonstrate commitment to the Brazilian market and build trust with key stakeholders.
2. Adapt to Government Policy and Regulation:
- Regulatory Compliance: Ensure strict adherence to Brazilian regulatory compliance requirements, including labor laws, environmental regulations, and intellectual property rights.
- Foreign Direct Investment Policies: Explore opportunities for foreign direct investment in Brazil, potentially establishing manufacturing facilities or joint ventures to demonstrate long-term commitment.
- Business Diplomacy: Employ business diplomacy to engage in constructive dialogue with Brazilian officials and address concerns about potential market distortions.
3. Leverage Corporate Social Responsibility:
- CSR and Government: Align CSR initiatives with Brazilian government priorities, such as sustainable development, poverty reduction, and infrastructure development.
- Community Engagement: Engage in community outreach programs to build goodwill and demonstrate commitment to the local population.
- Transparency and Accountability: Maintain transparency and accountability in all business dealings to build trust and credibility.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Bombardier's core competencies in aircraft manufacturing and its mission to provide innovative transportation solutions remain relevant in the Brazilian market.
- External Customers and Internal Clients: By addressing the concerns of Brazilian airlines and the Brazilian government, Bombardier can secure future business opportunities and maintain the support of its employees.
- Competitors: Bombardier needs to remain competitive in the global aircraft market, particularly against Embraer, by adapting to changing market dynamics and leveraging its strengths.
- Attractiveness ' Quantitative Measures: While quantifying the impact of these recommendations is challenging, the potential for increased market share, reduced political risk, and enhanced brand reputation makes them strategically attractive.
6. Conclusion
The WTO ruling against Canada presents a significant challenge for Bombardier, but it also presents an opportunity to strengthen its position in the Brazilian market. By focusing on business and government relations, navigating government policy and regulation, and leveraging corporate social responsibility, Bombardier can build trust, mitigate risks, and achieve long-term success in this emerging market.
7. Discussion
Other alternatives not selected include:
- Aggressive Legal Challenges: While Bombardier could pursue legal challenges to the WTO ruling, this approach carries significant risks and could further damage relationships with Brazil.
- Withdrawal from the Brazilian Market: This option would be detrimental to Bombardier's long-term growth strategy and would cede market share to competitors.
Key assumptions underlying these recommendations include:
- The Brazilian government is willing to engage in constructive dialogue with Bombardier.
- Bombardier can successfully adapt its operations to comply with Brazilian regulations.
- The Brazilian market offers sufficient growth potential to justify Bombardier's continued investment.
8. Next Steps
Bombardier should implement these recommendations in a phased approach:
- Short-Term (3-6 months): Initiate dialogue with Brazilian officials, conduct a thorough assessment of regulatory requirements, and develop a comprehensive CSR strategy.
- Medium-Term (6-12 months): Explore opportunities for public-private partnerships, establish a presence in Brazil, and implement targeted CSR initiatives.
- Long-Term (12+ months): Build a strong and sustainable business presence in Brazil, adapt to evolving market dynamics, and leverage its position to drive long-term growth.
By taking these steps, Bombardier can navigate the complex political and economic landscape in Brazil and emerge as a stronger and more sustainable company.
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Case Description
In less than a decade, Bombardier had grown from a medium-size Canadian company to a highly profitable global player largely on the strength of the introduction of a new generation of regional jet and successfully marketing its product to airlines around the world. Events taking place on the other side of the globe, however, threatened Bombardier's hard-earned success. A nasty trade dispute with Brazilian rival Embraer was dragging on into its fifth year with no end in sight. Recent developments in the dispute at the WTO were forcing CEO Robert Brown and his team to decide on a strategy for what could very well turn out to be the most critical year in the company's history.
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