So what’s a product manager supposed to do when your biggest product has  been discontinued? 

This is the challenge that was facing the Airbus  product managers. The company had been building the massive A380  airplane that they had created in order to compete with Boeing’s 747  airplane. However, the market for that type of aircraft dried up and  went away. When this happened Airbus was left with an airplane, but no market for it.  This caused the Airbus product managers to have to change their product development definition and go back to their drawing boards and come up with a new plan.  

What they needed to do was figure out how Airbus could continue to grow  and be successful when they no longer had their premier product to  offer.