Steamboat Ski And Resort Corporation Case Summary
Steamboat Ski & Resort Corporation was one of North America’s largest ski resorts located in Northwest Colorado, and it was doing well in the ski destination resort industry. However, the industry became more and more competitive which resulted in SSRC started losing share of Colorado skier market. Some other issues happened to SSRC including customers spending fewer of their vacation days skiing on the mountain, and repeating visit rate declined.
The core issue facing Steamboat Ski & Resort Corporation is “How can the company continue to grow revenue in this increasingly competitive industry?” Marketing department of SSRC needs to explore and solve several issues within the company to attracting new customers and retaining current customers.
SWOT technique is used to analyze the company by evaluating its strength, weaknesses, opportunities and potential threats to Steamboat Ski & Resort Corporation. By doing this analysis, I found out that Steamboat’s has many direct competitors in Colorado area include Vail/Beaver Creek, Aspen/Snowmass, Crested Butte, Telluride, and Ski The Summit, as well as indirect
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It can help the company provide effective means for reaching the customers, help them in allocating marketing resources, and identify market opportunities the company. Besides providing free skiing to children to attract families coming back again, teenagers who are between 13-18 can be targeted as a group that keeps the family customers retain in the company. It will be a great way to keep more current customers as family participating groups by providing them lower costs on the teenagers.
Using different marketing strategies such as pricing strategies and segmentation can help Steamboat Ski & Resort Corporation continue to grow revenue in the increasingly competitive ski resort industry by attracting new customers as well as retaining existing
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