Scenario $2$

Arden Weston Engineering$*($AWE$)$ is a new company founded by two classmates in a master$$s engineering program at Purdue. Seth and Khalid decided to build on the existing technology for sails for large cargo vessels and for smaller ships. These sails reduce $$fuel consumption $$ and greenhouse emissions $$ by something like $10$ or $20$ percent, according to maritime experts$($Rivero$,2024,$ para. $3).$ They create sails that fold down and adjust to whatever angle is needed based on wind and weather conditions and can even scope down to address different situations like low bridges and to cut wind resistance when not needed. According to Rivero $(2024),$ there are $100,000$ cargo vessels, never mind other ships, which constitute a great market for these sails.$$They have an initial contract for a small shipping line to produce $20$ sails for several of the cargo ships.$$

AWE has a simplistic website and $40$ employees. As they increase production, they know they will need to hire more employees since it takes a team of six employees for installation on the large cargo ships. They are also wondering whether their product has a future for yachts.

General goals:

Sell several thousand units.

Create awareness of their product line to new, prospective clients.

Incorporate digital marketing.

Hire more employees.

Target B$2$B clients.

Determine the market for the reduced$-$size product for yacht owners.

Identify the best distribution model for selling to B$2$B customers.$$