Definition of the Strategic Problem : look at the Airbus Company in its environment (markets, industries, nations, regulations, etc.) and ask
(1) what is likely to happen in the future (what threats may do us harm? what opportunities offer promise?) -- that is, what is the trajectory of performance the firm is likely to travel if no changes are made?
(2) what factors are contributing to the firm's failure to meet its mission, vision, or values, ? This is the strategic problem of the firm that you will try to solve.
3) To identify the factors that will contribute to the firm's success: What are your strengths and unique resources that will influence your strategy and help solve the strategic problem?