My Third marketing project, giving the break down of our topic. It was an outer space attraction based out of Houston Texas.

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

18. No special training needed for passengers

19. Top of the line technology

20. Backed by NASA and BoeingOpportunities Threats Strengths

22. Cost

23. Not as well known as competitorsOpportunities Threats Weaknesses

25. As technology improves, extended tours further out

26. Taking part in scientific researchOpportunities

28. Two other competitorsThreats

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