...Unit 3 Case Montana Mountain Biking Jerry Singleton founded Montana Mountain Biking ( MMB) 18 years ago. MMB offers one week guided mountain biking expeditions based in four Montana locations. Most of MMB’s new customers hear about the company and its tours from existing customers. Many of MMB’s customers come back every year for a mountain biking expedition; about 80 percent of the riders on any given expedition are repeat customers. Jerry is happy with this high repeat percentage, but he is worried that MMB is missing a large potential market. He has been reluctant to spend a lot of money on advertising. About 10 years ago, he spent $ 80,000 on a print advertising campaign that included ads in several outdoor interest and sports magazines, but the ads did not generate enough additional customers to cover the cost of the advertising. Five years ago, a marketing consultant advised Jerry that the ads had not been placed well. The magazines did not reach the serious mountain bike enthusiast, which is MMB’s true target market. After all, a casual mountain bike rider would probably not be drawn to a week long expedition. Another concern of Jerry’s is that more than 90 percent of MMB’s customers come from neighboring states. Jerry has always thought that MMB was not reaching the sizable market of serious mountain bike enthusiasts in California. He talked to the marketing consultant about buying an address list and sending out a promotional mailing...
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...BURTON SNOWBOARDS - COMPANY PROFILE Burton Snowboards, the world’s first snowboard factory, is a rider-driven company solely dedicated to creating the best snowboarding equipment on the planet. Burton’s passion is snowboarding, evident by their commitment to involve riders in every step of the product development process. Headquartered in Burlington, Vermont with international offices in Innsbruck, Austria and Tokyo, Japan, Burton has lead the snowboard industry for 26 years. By supporting a Global Team of the world’s top riders, Burton Snowboards has fueled the growth of snowboarding worldwide. Their support and development of successful programs like Learn To Ride (LTR), The Chill Foundation, Free the Snow and the US Open Snowboarding Championships has also contributed to snowboarding’s tremendous growth and exposure over the years. Jake Burton, founder and owner of Burton Snowboards, has dedicated the past 26 years of his life to snowboarding. In 1977, Jake founded Burton Snowboards in South Londonderry, Vermont. Through the years, he’s played a vital role in transitioning snowboarding from a backyard hobby to a world-class sport. Deemed the ‘Pioneer of Snowboarding’, Jake just sees himself as someone who loves to ride. Just like everybody else who works at Burton, Jake comes to the office, snowboards as much as possible and brings his dog to work if he feels like it. Burton employees play hard and work even harder. Working for Burton is a 24/7 job – you work and live...
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...Executive Summary Breakaway Bicycle Company designs and builds custom bicycle frames to the exact specifications of the finest road and mountain bike racing professionals in the world. Breakaway has earned this right because its founder and master builder, Mike Giro, hand crafts road and mountain frames that satisfy the one common specification of all competitive cyclists — it helps them to win races. Since 1990, Breakaway has designed and built bike frames for racing professionals and those biking enthusiasts who take their riding seriously and want to own the best equipment. As more and more of the population gain an interest in competitive cycling, the demand for custom built bicycles has also increased. Many individuals, particularly those interested in mountain biking, have found that there is a tremendous interest in competitive mountain biking which include grueling cross-country races and gravity-defying events such as the “in your face” downhill racing. Based on marketing projections, this interest increased following the 1996 Summer Olympics in Atlanta where mountain bike racing made its debut as an Olympic medal event. To meet the expected demand for custom built bike frames that can handle this type of riding, as well as road racing, Breakaway is seeking the financing necessary to add new workstations and hire additional designer-builders. The cost to purchase and install the additional workstations is $60,000. The additional salary expense is projected...
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...Consumer Behaviour Assignment 1 (Case Analysis) 1. What is the nature of the market segment(s) served by AtlanticRider.com? Atlanticrider.com describes itself as “Atlantic Canada's most comprehensive online resource for the horse enthusiast: news, events, classifieds, forum, and directory!” Its market comprises primarily horse owners, along with the people who work with, ride and love horses. In terms of the demographics of the market segment AtlanticRider.com is targeting, the bulk of horse owners are mature adults aged between 40-50. This is the most frequent age to own a horse for two main reasons: this age group is more able to afford the cost of owning/maintaining a horse compared to younger generations and people between 40-50 are still physically fit, able to ride a horse, unlike the majority of the older generations. Also the majority of horse owners are women (77% of the market). Horses may be for personal use or use by children or other family members, however AtlanticRider is targeting primarily owners since this segment has the financial resources of interest to advertisers selling horses, horse gear or services. Most horse riders in Canada live in rural areas, e.g. Saskatchewan, BC, and Alberta. These provinces are filled with mountains and nature, which align with a horse’s natural habitat, more than provinces like Ontario and Quebec, although these provinces also have forests and open land. Further, the cost of owning, sheltering and taking care of horses...
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...(Chris, 1992). Leisure industry fields include: restaurants, amusement parks, theaters, hotels, gaming places, and sporting arenas. There are also included spas, gyms, and areas where one can conduct sports, like golfing or boating as part of the leisure industry. (Chris, 1992) The one of the leisure industry which I will analyze is the fitness industry as it is more and more becoming the leading subject on environmental and social issues. This project will include a review of Virgin Active and also evaluate the challenges and opportunities faced by Virgin Active and the management style adopted. The topics, included in this project will be: description of the organisation, structure, detailed analysis of internal scan, environmental scan, a SWOT and PEST analysis of Virgin Active and management styles,challenges faced by the organisation. Furthermore, alternative options and managing change will also be discussed. Nowadays it is generally accepted that sport develops personal skills, competition, self- esteem, and it is a way of having fun for the participants. At the same time, sport may be valued intrinsically, as it “contributes to national prestige, to foreign policy, to tourism, and city regeneration, to health and social...
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...the generation that received peak levels of income, therefore they could reap the benefits of abundant levels of food, apparel, retirement programs, and sometimes even "midlife crisis" products such as luxury jewellery and luxury cars. * Seventy-six million American children were born between 1945 and 1964, representing a cohort that is significant on account of its size alone. In 2004, the UK baby boomers held 80% of the UK's wealth and bought 80% of all top of the range cars, 80% of cruises and 50% of skincare products. Competitive Brands: * Tag Hauer * Longines * Rolex * Omega * Cartier * Hublot Model series available from Breitling : Navitimer, Wind Rider, Professional,Aeromarine, Bentley, Unclassified, limited editions 1884 · In St. Imier, in the Jura mountains of Switzerland, Leon Breitling opens a workshop specializing in making chronographs and precision counters for scientific and...
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...ACCUAIR Suspension SWOT Analysis I. Accuair was founded in 2001 by two brothers who have a passion for investing more design, engineering and testing into the art of controlling air suspension for all types of vehicles. Accuair Suspension has the best product available and stands behind their product by way of the best technical support and customer service. Their portfolio of customers includes Boeing and Daimler Chrysler. II. Organizational Strengths and Weaknesses A. First Organizational Strength- Accuair’s first strength is the ability to control all aspects of their system in house. The only product they use that has not been developed by Accuair is the compressors they include (VIAIR). These VIAIR compressors have been in use for many years and have been used by most if not all of the car manufactures until today. Every product like the air tanks, eXo mount, VU4 manifold, speed A.M.P. controller and components are designed, tested, researched, manufactured, and assembled in their 12,000-sqft facility in southern California. This strength is very distinctive because they do all or their R&D in house and test it on specific vehicles the product has been designed for. This allows Accuair’s products not fit the one size fits all companies in the market. B. Second Organizational Strength-Accuair’s second strength is there brand name and the initiative to use social media to market and introduce their product on the market worldwide. Accuair has been seen...
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...* 2 BRAND ANALYSIS OF ROYAL ENFIELD Acknowledgement We would like to thank all the people who were involved with this project and whose support and encouragement helped us complete the project. Indeed working on this project has been a truly enriching experience for us as a team. We are extremely grateful to Professor R.Kamle for entrusting our group with this huge responsibility. We wish to express a profound sense of gratitude to Professor Kamle for his generous suggestions and valuable insights, without which this project would not have been a success. Last but not the least, we would like to thank all our team members who participated and contributed towards the successful completion of this project. Entire Group * 3. Brand Analysis of Royal Enfield 3 Table Of Content 1. Executive Summary 2. Introduction 3. Product Line 4. Change In Strategy After Year 2000 5. Communication & Distribution 6. Missing Communication 7. Brand Analysis of Iconic Brand 8. Conclusion & Recommendation Executive Summary Executive Summary * 4. 4 BRAND ANALYSIS OF ROYAL ENFIELD Executive Summary The Research is aimed at the study of Royal Enfield Brand in Indian Markets – So far how they have performed and suggestions for them to grab more market share and be profitable. Every year, they have sold modest numbers but despite low numbers, they continue to command a position of respect and awe in the Indian motorcycle market. The objective of the study was to study...
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...Running head: DOPING IN CYCLING 25 June 2014 Utrecht School of Economics The Economics of Doping: policy advices to create a level-playing field in professional cycling. Authors: Danilo Fattorini (3790215) Orkhan Hajizada (3773663) Supervisors: Drs. Erwin van Sas (USE) Dr. Tineke Lambooy (RGL) Group Supervisor: Drs. Erwin van Sas Table of Contents Abstract3 Introduction4 1. Institutional Framework7 1.1. Embeddedness7 1.2. Institutional Environment9 1.2.1. Formal Institutions9 1.2.2. Informal institution – the doping market112 1.3. Governance14 1.4. Resource Allocation and Employment16 2. Decision-making process16 2.1. Prize money and Doping17 2.2. Health and Doping22 2.3. Size of Punishment and Probability of Detection 23 2.3.1. Doping game: introduction26 2.3.2. Theoretical example using real numbers 30 2.4. Number of participants and Doping 34 2.5. Conclusion 37 3. Policy advices38 3.1. Efficiency Comparison 38 3.2. Application of Criminal Law 41 Conclusion42 Bibliography44 Appendix A: Interview with Filippo Simeoni49 Appendix B: Interview with Axel Dekker55 Abstract Sports victories are often strived to at the cost of sportsmen’s integrity, reputation, health, security, or even life. The tendency to use performance-enhancing drugs is shaped by factors characterizing the institutional framework. In particular, the prize money, health costs, severity and frequency of punishment, and number of participants are...
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...SKI RESORTS IN THE USA CASE STUDY [pic] TABLE OF CONTENTS: 1. Abstract……………………………………………………………………...3 3. Question 1…………………….……………………………………………4-6 4. Question 2……………….…………………………………………………6-8 5. Question 3…………………….……………………………………………8-9 6. Question 4….…………………………………….…………………..……9-10 7. Conclution…..………….………………………………………………….…10 8. References……..………………………………………………………….11-12 Abstract This case study focuses on the problem of how management is becoming more and more important in many different fields of life. In this case, how good management can contribute to ski resorts. It observes and answers to the four important questions: In the first part it is explained what are the mainly changes in the business environment that have occurred 30 years ago, and how they effected ski resorts. The next part shows why management becomes more and more important for the survival and success of the ski resorts comparing it to 30 years ago. How competition from Europe has influenced ski resorts in the USA, and the discussion about the competition between the Colorado resorts and the other resorts from the east is made. In the last part the focus is on the predictions in the future, how will environment and future of the ski resorts change. Question 1: What are the most important changes in the environment that have contributed to the drop in revenues? From the period of 1970’s...
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...The Souls of Vans Marketing with Skateboard Marketing Strategy Report Module Code: MKT 306 December 2015 Contents 1.0 Executive Summary 1 2.0 Introduction 2 3.0 Environment Analysis 3 3.1 PESTLE Analysis 3 3.2 SWOT Analysis 6 4.0 Analysis of the Organisations Competitive Advantage 8 5.0 Evaluation of Current Marketing Strategy 9 6.0 Segmentation Targeting & Positioning Analysis 9 7.0 Recommended Objectives and Goals 10 8.0 Recommend Marketing Strategies 11 9.0 Conclusion 12 Bibliography 13 Tables Figure 1 Vans Logo 3 Figure 2 Vans Category Model 4 Figure 3 Vans Shoes 7 Figure 4 Vans MTE 10 1.0 Executive Summary Vans is an original extreme sports tide brand, that was born in 1966 in the United States South California. At that time, the founder of the brand Vans—Paul Van Doren, with his three brothers: Jim Van Doren, Serge D'Elia and Gordy Lee due to unwilling their product was resold to retailers to reap huge profits, then they are in the California Abaheim to opened the first store to sell their shoes. In extreme sports started, including skateboarding, surfing, BMX and skiing etc., and as the skateboarding is the root, from the lifestyle, art, music and street fashion culture injected into the Vans aesthetics. This formation of a unique personality of youth culture symbol, and become a young extreme sports enthusiasts and the trend of people recognized worldwide brand. Vans is a company with the popular of skateboarding...
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...Advertising Management Assignment “Analysis of 6 TV Advertisements” Table of Contents Sl. No. I II III IV V VI VII VIII IX X Introduction Advertisement 1 – Mountain Dew’s “Bad Cheetah” Ad Advertisement 2 – Kinetic Blaze Introductory Ad Advertisement 3 – Gillette’s “Champions” Ad Advertisement 4 – Orbit White Chewing Gum “Cow” Ad Advertisement 5 – VISA’s Pierce Brosnan Ad Advertisement 6 – Surf Excel’s Ad (Brother & Sister Duo) TV Advertising Advertising Success Conclusion Topic Introduction A television advertisement or television commercial is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. Many television advertisements feature catchy jingles (songs or melodies) or catchphrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or “riffs” that may appear in other forms of media, such as...
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...Advertising Management Assignment “Analysis of 6 TV Advertisements” Table of Contents Sl. No. I II III IV V VI VII VIII IX X Introduction Advertisement 1 – Mountain Dew’s “Bad Cheetah” Ad Advertisement 2 – Kinetic Blaze Introductory Ad Advertisement 3 – Gillette’s “Champions” Ad Advertisement 4 – Orbit White Chewing Gum “Cow” Ad Advertisement 5 – VISA’s Pierce Brosnan Ad Advertisement 6 – Surf Excel’s Ad (Brother & Sister Duo) TV Advertising Advertising Success Conclusion Topic Introduction A television advertisement or television commercial is a span of television programming produced and paid for by an organisation that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. Many television advertisements feature catchy jingles (songs or melodies) or catchphrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or “riffs” that may appear in other forms of media, such as...
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...Science in Management. ABSTRACT For years, extreme sports had little to nothing in common with each other except for high risk, and an appeal to women and men from the ages of 12 to 34. Entertainment Sports Programming Network (ESPN), realizing this age group was a prime viewing audience, brought together several extreme sports and created yet another commercialized sporting spectacle. Since 1995, this television network has produced the Summer X Games. After these summer productions proved to be successful television and live spectator events, ESPN expanded into the winter extreme sports. The Winter X Games have been produced since 1997. This paper, which commences with the rise of extreme sports, is an historical and sociological analysis of the creation and growth of the ESPN X Games. While these commercialized adventure and extreme sporting events have had some obvious growing pains, both the Summer and Winter X Games have grown into events, which annually attract thousands of spectators and viewers while offering fame and a few dollars to their participants. INTRODUCTION One need only take a quick glance at the daily news to discover that society in general is still in a state of constant change (Leonard, 1993). In the United States, this is especially true as the baby boomers begin to age and the new generation comes of age. In particular, social scientists define the emerging generation of youth, which has been labeled the X Generation, as extremists who at times...
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...9-502-040 OCTOBER 5, 2001 DOUGLAS B. HOLT Mountain Dew: Selecting New Creative Standing at the front of a PepsiCo conference room, Bill Bruce gestured enthusiastically, pointing to the sketches at his side. Bruce, a copywriter and Executive Creative Director, headed up the creative team on the Mountain Dew account for PepsiCo’s advertising agency, BBDO New York. In fact, it was Bruce who devised the famous “Do the Dew” campaign that had catapulted Mountain Dew to the number three position in its category. With his partner, art director Doris Cassar, Bruce had developed ten new creative concepts for Mountain Dew’s 2000 advertising to present to PepsiCo management. Gathered in the room to support Bruce and Cassar were BBDO senior executives Jeff Mordos (Chief Operating Officer), Cathy Israelevitz (Senior Account Director), and Ted Sann (Chief Creative Officer). Each of the three executives had over a decade of experience working on Mountain Dew. Representing PepsiCo were Scott Moffitt (Marketing Director, Mountain Dew), Dawn Hudson (Chief Marketing Officer, and a former senior ad agency executive), and Gary Rodkin (Chief Executive Officer, Pepsi Cola North America). Scott Moffitt scribbled notes as he listened to Bruce speak. Moffitt and the brand managers under him were charged with day-to-day oversight of Mountain Dew marketing. These responsibilities included brand strategy, consumer and sales promotions, packaging, line extensions, product changes, and sponsorships....
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