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.