Along with this, Raytheon is also developing a missile-defense aerostat that could be used to protect US shores from cruise missiles. (Chapter 2, Page 48).
5. Internal Marketing: Since Raytheon's promotions are different for private industry than they are for the US government, their internal marketing is also nuanced based on their target market. However, their customer focus is clearly shown in their creed "Be regarded as a Customer Focused company based on performance, relationships, and solutions" (Chapter 8, Page 241).
II. Environment.
1. Competitive: Raytheon faces competition from other weapons manufacturers such as Lockheed Martin, Boeing, and Northrup Grumman who also sell similar products to the US government. Of these, Boeing does a significant amount of its business with private industry and thus, has a market that Raytheon cannot corner. However, Raytheon has proven, over a large period of time, that it is one of the foremost leaders in missile technology, a global leader in combatting electronic warfare and cybercrime, and one of the few developers of precision weaponry. Through their horizontal expansions into the private industry and limited, but effective acquisitions, Raytheon has poised itself to be a global leader in its industries for many years to come. .
2. Economic: The economic environments will help Raytheon continue to be a global leader, or could make the company irrelevant. The reason Raytheon has begun expanding into international markets is because the US government had cut back on its spending. Since the article is slightly outdated, it does not take into account the recent conflict with ISIS, which has led to a large uptick in spending ($86 billion) of which a very large amount has gone to Raytheon for their Patriot missiles, their drones, and their naval defense systems. .
3. Technology: Raytheon has become a global leader in "focusing on technology, innovation, and mission assurance" and it has done so by leveraging new advancements in weapons technology as soon as they are released or developed.
