Академический Документы
Профессиональный Документы
Культура Документы
GROUP 6
CIMA Mountaineering
Anthony and Margaret co owned the company that was passed on the company from
Margarets Opinion Observed a market shift to casual wear Suggested introducing new lines of boots for the weekend hiker RISK : New set of marketing and competitive issues and finance a new line
Demand for western boots decline Parents wish to salvage business, kids take over
1977
Summer of 1978 1978
growth
1990: Sales reached $ 13 million, Profits= $ 522606 Competition by foreign players Find new ways to manufacture at low cost
million pairs of boots were sold. Boots used for mountaineering to casual social events
Yet, changes were beginning to occur in the market. Inexpensive, lightweight hiking boots were becoming increasingly popular for day hikes and trail walking New category of comfortable, light trekking shoes were being marketed CIMA however, marketed part of the market of serious outdoor enthusiasts. Resulting in seasonal demands for the products
CIMA Positioning
Positioned as best available for their intended purpose
Company
Products
Glaciar MX 350 cost $219.00 positioned as classic boot for men for beginning mountaineers Summit HX 350 priced $159.00 positioned as boot for men & women hiking on rough trails
Lines had different features, but standard features were Water repellant leather uppers High traction soles and heels
Different Lines Glacier Boots for Mountaineering (MX 550, MX 450, MX 350) Summit Boots for Hiking ((HX 150 HX 550)
CIMA Distribution
Sold in 11 States Arizona California Colorado
CIMA Promotion
Sales & Marketing office was located in Jackson Managed by Mr. Harris Fleming Important aspects of strategy: Advertising Personal Selling Sales Promotion Used to gain exposure for CIMA branded boots
products They were paid a commission and handled customer service in addition to sales Harris Flaming trained them
CIMA Pricing
Range $64.50 - $149.50 Mountaineering boots were expensive Retailers had about 50% margins CIMA priced boots higher than the competition at all points implying higher quality