United Launch Alliance, a joint venture of Boeing and Lockheed Martin, is under pressure from new entrants to the space-launch sector. CEO Tory Bruno is implementing a strategy to make ULA more price-competitive while diversifying his company’s business mix and sustaining future profitability. The most important parts of the strategy are investment in cutting-edge launch technology, taking cost out of every facet in company operations, and becoming a bigger player in the civil and commercial-launch segments of the market. The strategy to become leaner and more agile is driven mainly by an awareness that the number of national-security space launches will decline in the future, and that what remains will have to be shared with Elon Musk’s SpaceX. CEO Bruno has made major progress in cutting costs, with one key goal being to reduce the price of an Atlas V launch from $184 million to less than $100 million. I have written a commentary for Forbes here.
Find Archived Articles: