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My Third marketing project, giving the break down of our topic. It was an outer space attraction based out of Houston Texas.
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MISSION STATEMENT
• Star Alliance’s mission is to open the space frontier to private, elite citizens. Not only will we benefit those elite, but achieve the goal of making Star Alliance an experience open to all. Alliance will surpass the customer’s expectations for their experience, while also ensuring the safety and comfort of our “astronauts.”
SLOGAN
STAR ALLIANCE:EXPERIENCE WHERE THE SKY ENDS AND INFINITY BEGINS.
BRAND PERSONALITY
• Elite• Customer Oriented• Better Value• Safe• Unique
LOCATION
• Based in Houston, Texas• Just down from NASA’s Lyndon B.
Johnson Space Center
WEATHER CONSIDERATIONS
**Averages about 47 inches of precipitation a year**
rain/weather conditions could have effect on ability to complete missions
PREDISPOSITIONS
POSITIONING
• Safety and training backed by NASA• Offer variety of “missions” for special
interests of passengers• Will go above and beyond to create the
desired experience• Better value than competition• No long waiting period after signing up• Unsurpassed technology• On hand staff who have worked in the field
for many years
WHAT WE FLY…
• “Alliance 1”- developed under a partnership between Boeing and NASA
• Travels max speed of 3,200 mph
• Enough seating for 50 passengers
• Includes “zero gravity” chamber
• Ceiling of craft “fades” to be see through (like glass bottom boat)
AVAILABLE “MISSIONS”
• Lunar Experience– Tour around the moon and visual of where the first man landed
on the moon
• Around the World Experience– Circle earth for 6 hours– See famous landmarks from space (ex. Great Wall of China,
Great Barrier Reef, etc.)
• Zero Gravity Experience– Passengers taken just outside of earths atmosphere for hours of
floating and experience the life of astronauts in space
• Special Missions– Available upon request, at additional cost– Ex. Private dinner in space, encounter solar/lunar eclipse, or
meteor shower(s)
TARGET MARKET DEMOGRAPHICS
TARGET MARKET PSYCHOGRAPHICS• Ambitious• Successful• Educated• Well Traveled• Bold• Risk taker• Adventurous• Elite
• Well Known• Enjoys
extraordinary things
• Focused on status
TARGET MARKET SEGMENTS
• Executives/CEO’s– Ex. GOOGLE CEO
• Young Elite– Heirs of companies/fortunes– Ex. The “Paris Hiltons”
• Celebrities– Ex. Lance Bass
COMPETITION
COMPETITION
• Space Adventures– Est. in 1998– Offers options for “tours”– Cost upwards of $100 million
• Virgin Galactic– Est. 2005– Offers one “mission”– Includes extensive training– $200,000/person
STRENGTHSWEAKNESSE
S
OPPORTUNITIES
THREATS
S.W.O.T. ANALYSIS
WEAKNESSES
OPPORTUNITIES
THREATS
• Lower cost than competition•No special training needed for passengers• Top of the line technology• Backed by NASA and Boeing
STRENGTHS
STRENGTHS
OPPORTUNITIES
THREATS
•Small market with affordability•Cost• Not as well known as competitors
WEAKNESSES
STRENGTHSWEAKNESSE
S
THREATS• One day open up to mass population• As technology improves, extended tours further out• Taking part in scientific research
OPPORTUNITIES
STRENGTHSWEAKNESSE
S
OPPORTUNITIES •Current Economy
•Two other competitors
THREATS
WHAT ALLIANCE OFFERS
DIFFERENTIATION
• Advanced Aircraft– No other aircraft like it– Ceiling “fades out” while
in space so you can see above your head
– Gravity control system
• Various “Mission” Choices– Lunar Experience– Around the Earth– Zero Gravity Flight– Special Flights– Space Station visit
• Real Astronaut Tour guide– on each flight to educate
an point out significant things
• Plush leather seating– Leg room
• Partnered with NASA and Boeing
• Centralized launching location
• NASA Certified flight technicians
CUSTOMER EXPERIENCE
• Tours ranging in time– Range from 6 hours
to 12 hours
• Staff with years of hands on experience in the field
• Able to talk to real life astronauts during “missions”
• Comfort during flight– Plush leather seats
• If mission is canceled due to weather…– Options made
available for later date at discretion of passenger’s
PROFIT CENTERS