bitterroot ski resort by: cattie shelmerdine, michael stricker, miranda harris, pat murphy, and...
TRANSCRIPT
![Page 1: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/1.jpg)
Bitterroot Ski ResortBy: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak
![Page 2: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/2.jpg)
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
![Page 3: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/3.jpg)
Weaknesses
Relatively Remote Location Lacks Name Recognition of
Other Ski Areas Bad Reputation From
Foreclosure Lack of Accommodations for
Skiers
![Page 4: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/4.jpg)
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
![Page 5: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/5.jpg)
Threats Competition
Lookout, Big Mountain, Snowbowl Foreclosure Stigma
Obtaining Reliable Investors Rising Prices of Airline and Oil Industries
![Page 6: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/6.jpg)
Quantified Objectives Population of Regional skiers
1,706,591 Number of Competitors in Region
20 Total Market Share
81,266 or 5%
![Page 7: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/7.jpg)
Population Growth
![Page 8: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/8.jpg)
![Page 9: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/9.jpg)
![Page 10: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/10.jpg)
Target Market for
Bitterroot Resort
![Page 11: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/11.jpg)
College Students
Empty Nesters
Youth Teenagers
Segmentation Strategy
![Page 12: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/12.jpg)
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
![Page 13: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/13.jpg)
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
![Page 14: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/14.jpg)
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/
![Page 15: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/15.jpg)
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
![Page 16: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/16.jpg)
![Page 17: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/17.jpg)
![Page 18: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/18.jpg)
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
![Page 19: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/19.jpg)
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
![Page 20: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/20.jpg)
Dimensions Continued
Kind of shopping- Specialty Product
Type of Problem Solving- Specialty
Information Required- Low
Photo From: travelinsider.qantas.com.au
![Page 21: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/21.jpg)
Problems
Other ski resorts are for Family and Beginners
Need for more of an Advanced Ski level
Photo From: emorfes.com
Decision Making Process
![Page 22: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/22.jpg)
Information Local Newspapers Ski Magazines Travel Information Ski Resort Website
Photo From: warsztat.wordpress.com
![Page 23: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/23.jpg)
Alternatives Snow Bowl Look Out Big Mountain Lost Trail
![Page 24: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/24.jpg)
![Page 25: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/25.jpg)
Decisions Offers more
Advanced runs Closer than other
Resorts Competitive Prices Less Focus on
Beginners
Photo From: http://www.tumblr.com
![Page 26: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/26.jpg)
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
![Page 27: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/27.jpg)
Four P-Plan
![Page 28: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/28.jpg)
Product The product class is a specialty product. Product Life Cycle
Maturity Stage Many Competitors
![Page 29: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/29.jpg)
Means End Chain Attributes
Steepest Slope High level of Snow More Advanced Terrain Injury Insurance Snow Cat Machines
![Page 30: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/30.jpg)
Means End Chain Physical Consequences
Rush of Adrenaline Smoother Trails Provides More of a Challenge Provides Safety Measure Access to More Diverse Runs
![Page 31: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/31.jpg)
Means End Chain Psychological Benefit
Conquering a Huge Slope Worry-Free Overcoming Obstacles Less Aversion to Risk Experiencing a New Adventure
![Page 32: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/32.jpg)
Means End Chain Values
Feeling of Courage Enjoying Life Feeling of Achievement Sense of Security Sense of Freedom
![Page 33: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/33.jpg)
![Page 34: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/34.jpg)
Perceptual Map
Steep Slopes
Flat Slopes
BitterrootLarge
AcreageLow Acreage
Snow BowlBig Mountain
Lost Trail
![Page 35: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/35.jpg)
Brand Statement
Bitterroot Ski Resort provides the highest mountains and most area for intermediate and advanced skiers to harness their skills.
![Page 36: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/36.jpg)
Slogan for Bitterroot Ski Resort
REACH FOR THE PEAKS
![Page 37: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/37.jpg)
Place Objectives
High Level of Customer Care High Level of Market Exposure
Strategies Indirect & Direct Distributions Channels
![Page 38: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/38.jpg)
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
![Page 39: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/39.jpg)
Distribution Channels Indirect Distribution/Intermediaries
Have Passes available at other local locations Costco Gull Ski Sports Authority
![Page 40: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/40.jpg)
Promotion Objectives Objectives
Persuading Mature Market with Many Competitors
![Page 41: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/41.jpg)
AIDA Model Attention
Forms of Advertisement Ski Magazines Bus Advertisement Decaled Company Vehicles Local Newspapers
Missoulian University Newspaper
Montana Kaimen
![Page 42: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/42.jpg)
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
![Page 43: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/43.jpg)
Price Competitors
Day Lift Passes
Adults Students Seniors
Snow Bowl $43 $40 $40
Lost Trail $37 -- $29
Big Mountain $67 $56 $56
Season Passes
Adults Students Seniors
In Off
In Off In Off
Snow Bowl $612 $547
$560 $495
$560 $495
Lost Trail $475 $425
-- -- $400 $350
Big Mountain $1110 $580
$945 $480
$945 $945
![Page 44: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/44.jpg)
Price Objectives
Penetration Strategy
Adults
Students Seniors
Day Lift Passes $50 $40 $40
Season Passes: In
$730 $635 $635
Season Passes: Out
$515 $440 $440
![Page 45: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/45.jpg)
![Page 46: Bitterroot Ski Resort By: Cattie Shelmerdine, Michael Stricker, Miranda Harris, Pat Murphy, and Jennifer Zeleniak](https://reader035.vdocument.in/reader035/viewer/2022062511/5519478d55034679738b46a4/html5/thumbnails/46.jpg)
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