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Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak Strengths Large amount of Skiable Terrain Longest Vertical Drop in North America Close to Major Airport Population Growth High Rate of Snowfall Higher Elevation Permits longer skiing Season Weaknesses Relatively Remote Location Lacks Name Recognition of Other Ski Areas Bad Reputation From Foreclosure Lack of Accommodations for Skiers Opportunities Missoula Market Changing (Empty Nesters) Expansion to More Diverse Terrain Packaging to attract customers during nonpeak times Flexible Pricing that favors local market Threats Competition Lookout, Big Mountain, Snowbowl Foreclosure Stigma Obtaining Reliable Investors Rising Prices of Airline and Oil Industries Quantified Objectives Population 1,706,591 Number of Competitors in Region 20 Total Market Share 81,266 or 5% of Regional skiers Population Growth Target Market for Bitterroot Resort Segmentation Strategy College Students Empty Nesters Youth Teenagers Combined Market Strategy College Students and Empty Nesters More of an Intermediate to Advanced Skiing Level Bitterroot Photo From: regenexx.com Supplies More of an Advanced to Intermediate Skiing Level Reasons for Targeting Empty Nesters and College Students Disposable Income for Empty Nesters More of an Advanced/Intermediate Ski Levels which is what Bitterroot’s Strength is Local Markets Has more of Empty Nesters and College Students Photo From: http://www.destination360.com College Students Continuously Growing and Expanding Market More Advanced Skiing Level Bitterroot has facilities for local College Ski Teams Photo from: http://www.google.com/imgres?imgurl=http://www.stjohns.edu/media/ Empty Nesters Largest Amount of Disposable Income between the Segments Growing Population of Empty Nesters in the Missoula Region Tend to be more Advanced skiers Photo From: unofficialnetworks.com Behavioral Segmentation Dimensions Psychological needs- It fulfills the need to get away from the city Social needs- interaction with other people that are advance skiers like themselves Economical needs- reduces travel costs because its is close to Missoula Benefits sought- more advanced skiers at resort; it’s a hobby Dimensions Continued Photo From: snowtographers.com Thoughts- resort is the interest of more advanced skiing; competitive prices Rate of use- empty nesters ski more; college students escaping school Purchase relationship- all season passes/ long term Dimensions Continued Kind of shoppingSpecialty Product Type of Problem Solving- Specialty Information RequiredLow Photo From: travelinsider.qantas.com.au Decision Making Process Problems Other ski resorts are for Family and Beginners Need for more of an Advanced Ski level Photo From: emorfes.com Information Local Newspapers Ski Magazines Travel Information Ski Resort Website Photo From: warsztat.wordpress.com Alternatives Snow Bowl Look Out Big Mountain Lost Trail Decisions Offers more Advanced runs Closer than other Resorts Competitive Prices Less Focus on Beginners Photo From: http://www.tumblr.com Evaluate Compare Experience with past experience at Resorts Were runs well-groomed? Optimum Level of Snow Fall Weigh Travel Expenses with that of other Resorts Four P-Plan Product The product class is a specialty product. Product Life Cycle Maturity Stage Many Competitors Means End Chain Attributes Steepest Slope High level of Snow More Advanced Terrain Injury Insurance Snow Cat Machines Means End Chain Physical Consequences Rush of Adrenaline Smoother Trails Provides More of a Challenge Provides Safety Measure Access to More Diverse Runs Means End Chain Psychological Benefit Conquering a Huge Slope Worry-Free Overcoming Obstacles Less Aversion to Risk Experiencing a New Adventure Means End Chain Values Feeling of Courage Enjoying Life Feeling of Achievement Sense of Security Sense of Freedom Perceptual Map Steep Slopes Bitterroot Low Acreage Large Acreage Snow Bowl Lost Trail Big Mountain Flat Slopes Brand Statement Bitterroot Ski Resort provides the highest mountains and most area for intermediate and advanced skiers to harness their skills. Slogan for Bitterroot Ski Resort Place Objectives High Level of Customer Care High Level of Market Exposure Strategies Indirect & Direct Distributions Channels Distribution Channels Direct Distribution On-site Ticket Purchases and Rentals Order Passes on Website Kiosk at University of Montana that sells Passes Sell Bus Pass tickets for Weekend Trips Distribution Channels Indirect Distribution/Intermediaries Have Passes available at other local locations Costco Gull Ski Sports Authority Promotion Objectives Objectives Persuading Mature Market with Many Competitors AIDA Model Attention Forms of Advertisement Ski Magazines Bus Advertisement Decaled Company Vehicles Local Newspapers Missoulian University Newspaper Montana Kaimen AIDA Model Interest Highest Peak in Region Large Skiable Area Desire Looking for more of a Challenge Obtained through Local Newspapers, Ads, and Ski Magazines Obtained through Ski Magazines Action Desire for Challenge leads to Purchase Points of Purchase at Costco, UM, Gull Ski, the Resort Offer special discounts and drawing for free season pass at points of purchase Price Competitors Day Lift Passes Adults Students Seniors Snow Bowl $43 $40 $40 Lost Trail $37 -- $29 Big Mountain $67 $56 $56 Season Passes Adults Students Seniors In In In Off Off Off Snow Bowl $612 $547 $560 $495 $560 $495 Lost Trail $475 $425 -- -- $400 $350 Big Mountain $1110 $580 $945 $480 $945 $945 Price Objectives Penetration Strategy Adults Students Seniors Day Lift Passes $50 $40 $40 Season Passes: In $730 $635 $635 Season Passes: Out $515 $440 $440 Resources Graphs from http://www.supportbitterrootresort.com/Bitterr oot_Resort_Market_Analysis.pdf Dimensions Information from: http://skibuilders.com/articles/skidimensions.s html Segmenting Information from: http://www.nsaa.org/nsaa/marketing/docs/0 607-research-compendium.pdf Competitor Information: http://www.montanalinks.com/categories/Sp orts-skiing.html
