Homework answers / question archive / Case Study Abstract: BC Ski Resort – Blue Sky Peaks – Market Survival BC Ski Resort Background Downhill skiing (and boarding) is a favourite pastime for many Canadians

Case Study Abstract: BC Ski Resort – Blue Sky Peaks – Market Survival BC Ski Resort Background Downhill skiing (and boarding) is a favourite pastime for many Canadians

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Case Study Abstract: BC Ski Resort – Blue Sky Peaks – Market Survival BC Ski Resort Background Downhill skiing (and boarding) is a favourite pastime for many Canadians. As a sport that targets both young and old, male and female, as well as beginners, intermediate and experts alike, downhill skiing and snowboarding can be a great pastime for weekend warriors, family holidays as well as for those that have the advantage to be able to ski and snowboard through the week. The downhill ski business requires a significant capital outlay to finance the requirements to build a ski resort. In addition, there is a considerable amount of ongoing capital costs (snow machines, gondolas, lifts etc.) as well as variable costs (ski patrols, lift helpers, groomers, instructors etc.) required to keep this seasonal business afloat. Running a ski resort can be a lucrative business when the weather cooperates. Lots of snow, cold days (just not too cold) and snow making machines are a requirement to a successful season, however, a not-so-cold winter, rainy days and lack of snow can put a considerable amount of strain on the ability to keep the business running. In this case, this particular BC Ski Resort called Blue Sky Peaks, located in the Interior of British Columbia (BC), is surrounded by a number of competing mountains that are pretty much equidistant for those travelling from Calgary, or arriving at the Calgary Airport for a ski holiday. Having to attract skiers and differentiate the experience from other ski resorts can be challenging. When consumers have only a certain amount of disposable income, making sure that you are the chosen location is the ultimate objective. Once you have them, making sure that they have a great experience and making sure that they return are equally important to getting them there in the first place. The BC Ski Resort Challenge In Spring of 2020 the management team at Blue Sky Peaks recognized they had a problem. As a result of a recent downturn in the North American economy, the general public had less disposable income to spend on luxuries such as trips to ski resorts. According to economists, the downturn is expected to last for at least the next two to three years which could end up crippling the business. There are, however, still people who will continue to ski but they are looking to stretch their dollar and get as much value out of their spending as possible. In addition, Blue Sky has a hotel, restaurant, banquet and conference facility attached to the resort. Some but not all of the equidistant competitors have similar facilities. In addition, Blue Sky tends to attract beginner skiers because they have a carpet ride up a small embankment which is perfect for those just learning to ski. Blue Sky raised prices for the 2019/2020 season, but it resulted in fewer skiers coming to ski and fewer people signing up for weekend ski lessons. SPROTT SCHOOL OF BUSINESS, BUSI 2204A, FALL 2020, BASIC MARKETING CASE STUDY #1, OCTOBER, 2020 The management team recognized they had a problem. As a result, they increased their marketing budget and decided to hire a marketing manager. Previously they had someone in the front office doing marketing, but that individual had little experience. Congratulations, you have been selected among the many candidates for the position of Blue Sky Resorts Marketing Manager! Objective: It is May 1st, 2020 and it is your objective to increase the number of skiers at Blue Sky Resorts by 1/3rd for the coming 2020/2021 season. Key Considerations: • Management wants you to think outside the box • You have an unlimited budget to drive new skiers and to have existing skiers return • You have a team reporting to you that will implement the strategy you create • You have a full database (email addresses etc.) of those customers who skied before but did not return (dormant), those that skied last year, those that have purchased season passes before and those that have expressed interest (calling in, sending in questions via email etc.) but have never been to your resort before. Things to consider: • Perform a SWOT of the situation. • What will be your competitive differentiation? • Who is your target market? • Who are the top three segments that you plan on targeting? • What are the characteristics of these target segments (e.g. age (age group), location etc.)? • Who is the decision maker of each of these segments? • Who is the influencer of each of these segments? • How will your marketing message manage the triple bottom line (profit, planet care, people care)? • What will be your marketing strategy while incorporating the 4 P’s? What will your strategy be to drive more consumers to Blue Sky Peaks for the 2020/2021 season and beyond? Detail both the digital and non-digital marketing activities that you will use to driving revenue for the 2020/2021 season.