Bitterroot Ski Resort

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Bitterroot Ski
Resort
By: Cattie Shelmerdine,
Michael Stricker, Miranda
Harris, Pat Murphy, and
Jennifer Zeleniak
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
Weaknesses
 Relatively
Remote Location
 Lacks Name Recognition of
Other Ski Areas
 Bad Reputation From
Foreclosure
 Lack of Accommodations for
Skiers
Opportunities
 Missoula
Market
Changing (Empty Nesters)
 Expansion to More Diverse
Terrain
 Packaging to attract
customers during nonpeak times
 Flexible Pricing that favors
local market
Threats
 Competition
Lookout, Big Mountain, Snowbowl
 Foreclosure Stigma



Obtaining Reliable Investors
Rising Prices of Airline and Oil Industries
Quantified Objectives
 Population
1,706,591
Number of Competitors in Region
 20
Total Market Share
 81,266 or 5%



of Regional skiers
Population Growth
Target Market
for
Bitterroot Resort
Segmentation Strategy
College
Students
Empty
Nesters
Youth
Teenagers
Combined Market Strategy
 College
Students and
Empty Nesters

More of an
Intermediate to
Advanced Skiing Level
 Bitterroot
Photo From: regenexx.com
Supplies
More of an Advanced
to Intermediate Skiing
Level
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
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/
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
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
Dimensions Continued



Photo From: snowtographers.com
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
Dimensions Continued
 Kind
of shoppingSpecialty Product
 Type of Problem
Solving- Specialty
 Information RequiredLow
Photo From: travelinsider.qantas.com.au
Decision Making Process
Problems
 Other
ski resorts are
for Family and
Beginners
 Need for more of
an Advanced Ski
level
Photo From: emorfes.com
Information
 Local
Newspapers
 Ski Magazines
 Travel Information
 Ski Resort Website
Photo From: warsztat.wordpress.com
Alternatives
 Snow
Bowl
 Look Out
 Big Mountain
 Lost Trail
Decisions
 Offers
more
Advanced runs
 Closer than other
Resorts
 Competitive Prices
 Less Focus on
Beginners
Photo From: http://www.tumblr.com
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
Four P-Plan
Product
 The
product class is a specialty product.
 Product Life Cycle


Maturity Stage
Many Competitors
Means End Chain
 Attributes





Steepest Slope
High level of Snow
More Advanced Terrain
Injury Insurance
Snow Cat Machines
Means End Chain
 Physical





Consequences
Rush of Adrenaline
Smoother Trails
Provides More of a Challenge
Provides Safety Measure
Access to More Diverse Runs
Means End Chain
 Psychological





Benefit
Conquering a Huge Slope
Worry-Free
Overcoming Obstacles
Less Aversion to Risk
Experiencing a New Adventure
Means End Chain
 Values





Feeling of Courage
Enjoying Life
Feeling of Achievement
Sense of Security
Sense of Freedom
Perceptual Map
Steep Slopes
Bitterroot
Low
Acreage
Large
Acreage
Snow Bowl
Lost Trail
Big Mountain
Flat Slopes
Brand Statement

Bitterroot Ski Resort provides the highest
mountains and most area for intermediate
and advanced skiers to harness their skills.
Slogan for Bitterroot Ski Resort
Place
 Objectives


High Level of Customer Care
High Level of Market Exposure
 Strategies


Indirect & Direct
Distributions Channels
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
Distribution Channels
 Indirect

Distribution/Intermediaries
Have Passes available at other local
locations
 Costco
 Gull
Ski
 Sports Authority
Promotion Objectives
 Objectives

Persuading
 Mature
Market with Many Competitors
AIDA Model
 Attention

Forms of Advertisement
 Ski
Magazines
 Bus Advertisement
 Decaled Company Vehicles
 Local Newspapers

Missoulian
 University

Newspaper
Montana Kaimen
AIDA Model

Interest


Highest Peak in Region
Large Skiable Area


Desire

Looking for more of a Challenge


Obtained through Local Newspapers, Ads, and
Ski Magazines
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
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
In
In
Off
Off
Off
Snow Bowl
$612
$547
$560
$495
$560 $495
Lost Trail
$475
$425
--
--
$400 $350
Big Mountain
$1110 $580
$945
$480
$945 $945
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
Resources




Graphs from
http://www.supportbitterrootresort.com/Bitterr
oot_Resort_Market_Analysis.pdf
Dimensions Information from:
http://skibuilders.com/articles/skidimensions.s
html
Segmenting Information from:
http://www.nsaa.org/nsaa/marketing/docs/0
607-research-compendium.pdf
Competitor Information:
http://www.montanalinks.com/categories/Sp
orts-skiing.html
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