Blue-sky thinking was encouraged at Cessna Aircraft, one of the most famous names in small planes. A former subsidiary of Textron, the company made light and midsize Citation business jets, Caravan utility turboprops (primarily used in the US for overnight express package shipments), and single-engine piston and light lift aircraft. It had delivered more than 200,000 aircraft over the course of more than eight decades in business, making it the world's leading general aviation company by unit sales. In March 2014 Textron bought plane maker Beechcraft, a former Cessna rival, and combined Beechcraft and Cessna into a new segment: Textron Aviation.
Sales and Marketing
Cessna marketed its aircraft worldwide through its own sales force and a network of authorized independent sales representatives. The company had been expanding its worldwide sales force by placing an emphasis on decentralized satellite offices in global markets where Cessna’s presence is well established or where the company sees opportunity for growth.
The company’s revenue decreased by 11% to $2.8 billion in fiscal 2013 from $3.1 billion the previous year. The drop was due to lower Citation jet volume of $384 million and CitationAir volume of $114 million. The company delivered 139 Citation jets in 2013, compared with 181 jets in 2012.