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Bitterroot Ski Resort

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

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Bitterroot Ski Resort

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  1. Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak

  2. 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

  3. Weaknesses • Relatively Remote Location • Lacks Name Recognition of Other Ski Areas • Bad Reputation From Foreclosure • Lack of Accommodations for Skiers

  4. Opportunities • Missoula Market Changing (Empty Nesters) • Expansion to More Diverse Terrain • Packaging to attract customers during non-peak times • Flexible Pricing that favors local market

  5. Threats • Competition • Lookout, Big Mountain, Snowbowl • Foreclosure Stigma • Obtaining Reliable Investors • Rising Prices of Airline and Oil Industries

  6. Quantified Objectives • Population of Regional skiers • 1,706,591 • Number of Competitors in Region • 20 • Total Market Share • 81,266 or 5%

  7. Population Growth

  8. Target Market for Bitterroot Resort

  9. Segmentation Strategy

  10. Combined Market Strategy • College Students and Empty Nesters • More of an Intermediate to Advanced Skiing Level • Bitterroot Supplies More of an Advanced to Intermediate Skiing Level Photo From: regenexx.com

  11. 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

  12. 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/

  13. 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

  14. 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

  15. Dimensions Continued • 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 Photo From: snowtographers.com

  16. Dimensions Continued • Kind of shopping- Specialty Product • Type of Problem Solving- Specialty • Information Required- Low Photo From: travelinsider.qantas.com.au

  17. Decision Making Process Problems • Other ski resorts are for Family and Beginners • Need for more of an Advanced Ski level Photo From: emorfes.com

  18. Information • Local Newspapers • Ski Magazines • Travel Information • Ski Resort Website Photo From: warsztat.wordpress.com

  19. Alternatives • Snow Bowl • Look Out • Big Mountain • Lost Trail

  20. Decisions • Offers more Advanced runs • Closer than other Resorts • Competitive Prices • Less Focus on Beginners Photo From: http://www.tumblr.com

  21. 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

  22. Four P-Plan

  23. Product • The product class is a specialty product. • Product Life Cycle • Maturity Stage • Many Competitors

  24. Means End Chain • Attributes • Steepest Slope • High level of Snow • More Advanced Terrain • Injury Insurance • Snow Cat Machines

  25. Means End Chain • Physical Consequences • Rush of Adrenaline • Smoother Trails • Provides More of a Challenge • Provides Safety Measure • Access to More Diverse Runs

  26. Means End Chain • Psychological Benefit • Conquering a Huge Slope • Worry-Free • Overcoming Obstacles • Less Aversion to Risk • Experiencing a New Adventure

  27. Means End Chain • Values • Feeling of Courage • Enjoying Life • Feeling of Achievement • Sense of Security • Sense of Freedom

  28. Perceptual Map Steep Slopes Bitterroot Low Acreage Large Acreage Snow Bowl Big Mountain Lost Trail Flat Slopes

  29. Brand Statement • Bitterroot Ski Resort provides the highest mountains and most area for intermediate and advanced skiers to harness their skills.

  30. Slogan for Bitterroot Ski Resort Reach for the Peaks

  31. Place • Objectives • High Level of Customer Care • High Level of Market Exposure • Strategies • Indirect & Direct • Distributions Channels

  32. 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

  33. Distribution Channels • Indirect Distribution/Intermediaries • Have Passes available at other local locations • Costco • Gull Ski • Sports Authority

  34. Promotion Objectives • Objectives • Persuading • Mature Market with Many Competitors

  35. AIDA Model • Attention • Forms of Advertisement • Ski Magazines • Bus Advertisement • Decaled Company Vehicles • Local Newspapers • Missoulian • University Newspaper • Montana Kaimen

  36. AIDA Model • Interest • Highest Peak in Region • Large Skiable Area • Obtained through Local Newspapers, Ads, and Ski Magazines • Desire • Looking for more of a Challenge • 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

  37. Price • Competitors

  38. Price • Objectives • Penetration Strategy

  39. Resources • Graphs from http://www.supportbitterrootresort.com/Bitterroot_Resort_Market_Analysis.pdf • Dimensions Information from: http://skibuilders.com/articles/skidimensions.shtml • Segmenting Information from: http://www.nsaa.org/nsaa/marketing/docs/0607-research-compendium.pdf • Competitor Information: http://www.montanalinks.com/categories/Sports-skiing.html

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