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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.

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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Transcript

  • 1.
  • 2. 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.”
  • 3. Slogan
    Star Alliance:
    Experience where the sky ends and infinity begins.
  • 4. BrandPersonality
    Elite
    Customer Oriented
    Better Value
    Safe
    Unique
  • 5. Location
    Based in Houston, Texas
    Just down from NASA’s Lyndon B. Johnson Space Center
  • 6. WeatherConsiderations
    **Averages about 47 inches of precipitation a year**
    rain/weather conditions could have effect on ability to complete missions
  • 7. Predispositions
  • 8. 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
  • 9. What we Fly…
    “Alliance 1”- developed under a partnership between Boeing and NASA
    Travels max speed of3,200mph
    Enough seating for 50 passengers
    Includes “zero gravity” chamber
    Ceiling of craft “fades” to be see through (like glass bottom boat)
  • 10. 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)
  • 11. Target Market Demographics
  • 12. Target Market Psychographics
    Ambitious
    Successful
    Educated
    Well Traveled
    Bold
    Risk taker
    Adventurous
    Elite
    Well Known
    Enjoys extraordinary things
    Focused on status
  • 13. Target Market Segments
    Executives/CEO’s
    Ex. GOOGLE CEO
    Young Elite
    Heirs of companies/fortunes
    Ex. The “Paris Hiltons”
    Celebrities
    Ex. Lance Bass
  • 14. Competition
  • 15. 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
  • 16. STRENGTHS
    WEAKNESSES
    Opportunities
    Threats
    S.W.O.T. Analysis
  • 17. WEAKNESSES
    • Lower cost than competition
    • 18. No special training needed for passengers
    • 19. Top of the line technology
    • 20. Backed by NASA and Boeing
    Opportunities
    Threats
    Strengths
  • 21. STRENGTHS
    • Small market with affordability
    • 22. Cost
    • 23. Not as well known as competitors
    Opportunities
    Threats
    Weaknesses
  • 24. STRENGTHS
    WEAKNESSES
    Threats
    • One day open up to mass population
    • 25. As technology improves, extended tours further out
    • 26. Taking part in scientific research
    Opportunities
  • 27. STRENGTHS
    WEAKNESSES
    Opportunities
    • Current Economy
    • 28. Two other competitors
    Threats
  • 29. What Alliance Offers
  • 30. 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
  • 31. 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
  • 32. Profit Centers