A radical innovation in the sky: aviation capital enterprise (ACE) and the hybrid airship

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Language:   English
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Case Study


Aviation Capital Enterprise (ACE) is a Canadian Company that is planning to launch a radical innovation in the air transport industry: a hybrid airship that is like a "blimp" that offers large capacity transportation capability with significant fuel economy and reduced operating costs. Hybrid Airships can operate from existing infrastructure or with no infrastructure as they can take off and land in almost any location, and they require considerably less fuel than traditional transport options. ACE needs to define a Marketing Strategy and put together a Marketing Plan to launch this radical innovation.