Bitterroot Ski ResortBy: 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 non-peak 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 of Regional skiers

1,706,591 Number of Competitors in Region

20 Total Market Share

81,266 or 5%

Population Growth

Target Market for

Bitterroot Resort

College Students

Empty Nesters

Youth Teenagers

Segmentation Strategy

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

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 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

Dimensions Continued

Kind of shopping- Specialty Product

Type of Problem Solving- Specialty

Information Required- Low

Photo From: travelinsider.qantas.com.au

Problems

Other ski resorts are for Family and Beginners

Need for more of an Advanced Ski level

Photo From: emorfes.com

Decision Making Process

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

Flat Slopes

BitterrootLarge

AcreageLow Acreage

Snow BowlBig Mountain

Lost Trail

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

REACH FOR THE PEAKS

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

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

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

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/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