Montana Mountain Biking Case

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Montana Mountain Biking Case

Montana Mountain Biking

Case Background • Jerry Singleton founded Montana Mountain Biking (MMB) • MMB oﬀers one-‐week guided mountain biking expedi@ons based in four Montana Loca@ons. • 80% of riders are repeat customers

Five Stages of Customer Loyalty

Percentage of MMB Customers • Awareness 10%

– Low adver@sing from MMB. Only familiar customers are aware about MMB’s product and services

• Explora@on 10%

– New website traﬃc as well as email inquiries.

• Familiarity 10%

– Customers are beginning to experience the company’s product and services

• Commitment 65%

– Customers were repeat riders

• Separa@on 5%

– If the company change their policies, they might lose some loyal customers

Awareness • Customers are aware about MMB and the service they provide but have not tried or purchased any service from the company. • Customers have limited knowledge about MMB because the company is not marke@ng its product and services. MMB should create an adver@sing strategy for customers to know the products and services they provide.

Explora@on • While 10% of MMB customers fall under explora@on stage. • Poten@al customers seeking about the company’s product

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