In order to prosper in a competitive business environment, a company must truly understand its market. This knowledge-based approach allows a company to adapt to industry fluctuations due to changing preferences and market trends. The ski industry is not immune to withstanding fluctuations within the market. As Vice President of Marketing for Steamboat Ski & Resort Corporation (SSRC) it is our responsibility to develop and implement marketing strategies that are aligned with the company’s mission statement of being ‘the best ski resort in the world’. Recent statistics indicate that our share of the Colorado skier market has decreased by 3%, and only 4% of our current visitors are international. It is quite evident that the task at hand is to strategically position SSRC in the competitive market place as a resort which not only offers a great skiing experience, but also one which promotes a friendly, family-oriented environment with international appeal. The methods used for this objective are achieved by aligning the resorts strategic resources (i.e. mountain range, ‘champagne powder’, ski school) with a balanced marketing mix that compliments our segment profiles and SSRC’s overall quality standards. In creating a structured analytical framework, several perceptual maps and statistics were assessed. This process allowed us to determine that we would use pricing strategies as a differentiator. However, we would not be competing solely on price. Instead, we would compliment this strategy by leveraging our existing strengths such as our established reputation and customer base. With this in mind, we developed four strategies that we could enact to resolve our positioning problem: no change, increase multi-day discount, implementing seasonal variance and adapting a teen program. Each alternative was assessed with a long-term customer retention focus in mind and