Mktg 3350 – Boulder Ski Deals Business AnalysisMKTG 3350: Marketing Research, Spring 2011FINAL REPORTFocal Business: Boulder Ski DealsApril 28, 2011To the Director of Marketing Research, Boulder Ski DealsThis document is a comprehensive presentation of the methodologies and findings accumulated in a market research study conducted to evaluate the current ski and snowboard market in Boulder, CO. The results have allowed us to make strong recommendations from this study for a valuable change in the marketing mix for Boulder Ski Deals. A detailed analysis and description of findings has yielded important managerial information.
After completing secondary research on your business, the current climate in ski and snowboard retail sales, and the economic environment as a whole we developed research questions to address potential areas of interest for Boulder Ski Deals. The proposed research questions and hypotheses examined a number of critical variables including local competitors, strengths, weaknesses and opportunities. From this analysis we determined a major marketing opportunity in promotional discounts offering to the student population of the University of Colorado at Boulder. We completed thorough testing of survey results with hypothesis and cross tabulation statistics and a detailed cost-benefit analysis.
We selected our results from our research, and it is our mission to provide a wide variety of knowledge and feedback concerning the business model and future prospects of Boulder Ski Dealers. We are continually updating the content in this website until we can finalize our design, structure, and future products that will be delivered to Boulder Ski Dealers. For more information about our development plans, please contact [email protected]: [email protected].
Our research, as published by the BoulderKinski.com blog, documents our efforts to better inform Boulder Ski Dealers of the potential business value of its business in the state of Colorado. To understand the potential business potential, our research began with the understanding that our company competes with all of the current and existing competitors. We developed an analysis that addressed the potential value of our business in Colorado, the state of Colorado and the ski and snowboard industry, and the potential for future growth. The objective of this research is to develop an understanding of how these two industries are connected and the implications for the industry. Please note that any additional research conducted by us to further our research must be conducted as part of the BoulderKinski.com blog.
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Since inception, our blog has provided our readers with an insight into how our Company may be perceived in Colorado. Each of our articles serves to provide readers more than what could be gleaned from our personal and commercial experience. Through the writing of our articles and insights, each of our readers will learn about how our Business model is developing within the ski and snowboard industry, while helping us to design a business and build the future of our business. For more information about our research, please contact [email protected]: [email protected].
The values presented are based on the best available metrics and conclusions, but we are making some decisions based on our understanding of current market conditions in our industry and our current position in Boulder:
As part of our efforts to improve our business, we have developed a system that enables the users of our products to complete a process to purchase Boulder Ski Dealers™. The system has the functionality of allowing users to obtain a minimum of two skiing courses per year of their choice. If customers choose to pay in full with less than $20 in purchasing power, we believe it is a great option for Boulder Ski Dealers users. With this in mind Boulder Ski Dealers™ is offering more than six hundred hours of virtual ski experience to its users that is uniquely suited to their specific business needs. Boulder Ski Dealers™ is a virtual world where users of the product are presented with the ultimate opportunity that provides a level of savings and flexibility in the ski and snowboard buying process. This virtual experience is presented to them
The proposed recommendations have very high potential benefits for Boulder Ski Deals, and they are backed by substantial evidence in market research. We hope that you will find the following information valuable and useful in creating a marketing strategy that will be most effective for your business.
Best Regards,Marketing Research, Leeds School of BusinessUniversity of Colorado at BoulderTable of ContentsExecutive SummaryFocal Business: Background InformationNational Industry AnalysisLocal Market AnalysisPreliminary Analysis and Insights for Boulder Ski DealsCustomer Profile based on In-store Observations and Demographic ResearchThe Existing Marketing MixInsights for the Focal BusinessResearch QuestionsSurvey Research DesignSampling DesignPopulation/