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Hanson Ski Products Case

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Hanson Ski Products Case
Overview: Seasonal family business facing rapid growth, 20% US market share of ski boots
Customers: B2B, US dealers of ski products, international sales growing faster than domestic, mid-power
Suppliers: Manufacturers, materials suppliers, mid-power
Competitors: mid-power

Sales: 7 Sales Steps
1. Target: US skiers
2. Contract/Promote: 1 Awards, 2 Used in high profile competitions, 3 Vegas Ski show, 4 sales reps
3. Benefit/Present: 1 high quality, 2 unique design (patent rear-entry), 3 comfort ski boots, 4. Propose/Pilot: See it, performance in competitions
5. Close: Become a happy, repeat customer
6. Deliver: Ship it/delivered to stores
7. Report/refer: Brand recognition, referral from happy clients

Finance
• 1987 $4.2 million line of credit to meet seasonal cash needs at 3.75% over prime = 3.75+8=11.75%?
i. Covers up to 70% of inventory costs and 80% of current AR
• Revenue ranks top 10 worldwide 1984, estimated growth at 10% per year (Accurate to expect same growth?
• Predicted revenues 1991 = $26 million
• Estimated 1987 international revenues = 30% total sales
• Cash balances average = $100,000
• Never paid dividends, do not intend to pay now = good choice?

Operations
• People: 123 production workers, Hansen
• Processes: 4 models of adult boots new models added, old ones dropped
• Manufacturing: starts January, constant adjustment based on orders, no capacity to turn out entire year’s production in March when orders come in  can make up to 60% of forecasted sales
• Ordering: 1. Stocking: marketing March – June, ski shows in March at end of previous season, strategic, order based on performance and retail inventory levels
2. 25-30% orders at ski show, 55-60% April – June, 10-20% reorders
• Shipment: July, peak in August until December
• Collection: Starts December, 75 collection period, bad snow year

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