Integrated E-Marketing Plan: Developing an E-Marketing Plan for Competing in the Electronic Global Marketplace

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Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace

Prepared for Powder Mountain Resort

By: Student

Date: 02/26/2011

Table of Contents

Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace1

Table of Contents2

Executive Summary………………………………………………………………………………………………………………………………………………3

Selection of the e-Business for the Project……………………………………………………………………………………………………………7

Environmental Analysis of the Marketplace…………………………………………………………………………………………………………9

Targeted Market Segmentation………………………………………………………………………………………………………………………….20

Consideration of Placement Decisions……………………………………………………………………………………………………………….23

Considerations of Pricing Decisions…………………………………………………………………………………………………………………….30

Analysis of Innovative Promotional Communication Tools………………………………………………………………………………...39

Implementation and Measurement of Strategic Goals……………………………………………………………………………………….43

Conclusions and Recommendations…………………………………………………………………………………………………………………..45

Appendices………………………………………………………………………………………………………………………………………………………..46

1

Executive Summary

Powder Mountain resort has long been frequented by Utah locals and if they had it their way it would be kept a secret from everyone else. To their dismay it is slowly being recognized and people from all over are travelling to experience the deep powdery snow. It is located east of Eden, UT; it is an estimated 55 miles north of Salt Lake City and 19 miles northeast of Ogden. They have the most skiable terrain in the United States; with over 7,000 acres of lift and backcountry accessible runs. It is a privately owned business with a laid back attitude and family oriented values. They cater to beginners while keeping the proficient skiers and snowboarders happily entertained. Lessons are offered to those that are just getting started; they have kid clinics, one-on-one, women only clinics, and groups. For those that are thrill-seekers they have guided tours in the backcountry; and after a full day of falling snow there is no other way to experience Pow Mow. To truly become a contender to the most popular ski resorts they need to recognize and implement basic steps in an e-marketing plan.

There are many factors that affect a business; some of which include economic, legal, social, and technological hurdles. With 429 ski resorts in the United States alone, there is not a shortfall in choices when it comes to ski vacations. The growth of the ski industry relies on economic stability and snow totals; with the recent recession many of the ski resorts suffered in sales. Fifty-one percent of downhill skiers come from a household that earns $50,000 plus a year, while only twenty-one percent comes from a household that has earned $35,000-$50,000 a year. A recession may be more noticeable to some families more than others, but everyone tends to cut their recreation spending first to try to save money. A resort may also lose income by violating various laws, in Donahue vs. Vail Summit Resorts a skier was awarded $70,000 for injuries sustained while unloading from a chair lift. The chair lift operator was negligent to stop the lift after a skier fell, forcing the next skier to unload while trying to avoid crashing into the fallen skier. The result was a collision that injured one skier enough that surgery of her knee was required, thus the ruling in the plaintiffs favor. Not only do resorts have to be vigilant about negligent errors, but they also have to uphold all the environmental laws as well. Learning about the social behaviors of consumers will give the business a direction for their marketing needs. Not all ski enthusiasts are from the United States, and some obstacles that come from global travel is the language barrier as well as time differences. The website will...
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