AéroTec Systèmes and the Space Tourism Race
A group of engineers at AéroTec has finalized the design of a space vehicle called the Navigateur and they must now devise a marketing plan for this innovative new experience. The Navigateur differs from currently available offerings in commercial space travel in that it provides a highly superior visual experience, greater comfort, and lower training and physical fitness requirements. AéroTec, a business-to-business firm with no experience in consumer markets, must now devise a commercial strategy to market this luxurious experience to end-users. This case is based on the case M-1225-E: AéroTec Systèmes' Navigateur: A Travel Experience from Out of This World from the same authors.
Collection: IESE (España)
Ref: M-1395-E
Number of pages: 11
Publication Date: Oct 21, 2022
Language: English, Spanish
Description
A group of engineers at AéroTec has finalized the design of a space vehicle called the Navigateur and they must now devise a marketing plan for this innovative new experience. The Navigateur differs from currently available offerings in commercial space travel in that it provides a highly superior visual experience, greater comfort, and lower training and physical fitness requirements. AéroTec, a business-to-business firm with no experience in consumer markets, must now devise a commercial strategy to market this luxurious experience to end-users.
This case is based on the case M-1225-E: AéroTec Systèmes' Navigateur: A Travel Experience from Out of This World from the same authors.
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Year: 2022
Industry Setting: Transports and Postal services
Learning Objective
The case can be used as introduction to marketing and commercial decisions to cover the 5Cs and 4Ps. The case can also be used to discuss market segmentation and targeting. Finally, the case could also be used to discuss how to market new products.
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