Whistler Mountain Bike Part
Table of Contents
Problem 2
Facts 2
SWOT Analysis 4
Competitive Analysis 6
Target Audience One 8
Advantages 8
Disadvantages 8
Reason Target would be Profitable: 8
Target Audience Two 9
Advantages 9
Disadvantages 9
Reason Target would be Profitable: 9
Target Audience Three 10
Advantages 10
Disadvantages 10
Reasons Target would be Profitable: 10
Plan of Action 11
Communications Objective 11
Partnerships 11
Solution 12
Course Content 12
Competitive analysis 12
Demographics 12
Psychographic Segmentation 12
SWOT analysis 12
Geographic Segmentation 12
IMC 12
Target Audience 12
References 13
Problem
How can Intrawest increase the number of rider days at Whistler Bike Park by 20,000 for the 2008 season?
Facts
• Bike parks opens May 19 to October 10, extended hours in the regular season, starting in June
• Mountain bike admission (includes helmet): adult: $69/ ½ day, $99 full day; Youth: $50 / ½ day, $65 / full day
• Day lift tickets: early season: adult: $40, youth: 35; regular season: adult: $47, youth: $41
• Safety equipment rental (arm & leg protection, gloves): $39 / day. Storage of bike: $7/ day
• Total cost for bike & equipment rental, and lift ticket for a full day in the regular season: adult: $185; youth: $142
• More than a third of MTB visitors have incomes over $100,000
• Average MTB visitor spends $750 - $2,700 per trip
• Mountain biking is the largest form of recreational cycling in the UK and it accounts for 32% of the annual 2.3 million bike sales. (Source: Bicycle Association and Bicycle Business).
• The most recent General Household Study (Office of National Statistics, 2002) records 19% of the population cycle. Based on the percentage of mountain bike sales (66%) it is reasonable to assume that as many as 12.5% of the population uses a mountain bike in the U.K.
• A rider day is one person for any portion of the day. It could be a person with a one-day ticket lift ticket or a person with
Problem 2
Facts 2
SWOT Analysis 4
Competitive Analysis 6
Target Audience One 8
Advantages 8
Disadvantages 8
Reason Target would be Profitable: 8
Target Audience Two 9
Advantages 9
Disadvantages 9
Reason Target would be Profitable: 9
Target Audience Three 10
Advantages 10
Disadvantages 10
Reasons Target would be Profitable: 10
Plan of Action 11
Communications Objective 11
Partnerships 11
Solution 12
Course Content 12
Competitive analysis 12
Demographics 12
Psychographic Segmentation 12
SWOT analysis 12
Geographic Segmentation 12
IMC 12
Target Audience 12
References 13
Problem
How can Intrawest increase the number of rider days at Whistler Bike Park by 20,000 for the 2008 season?
Facts
• Bike parks opens May 19 to October 10, extended hours in the regular season, starting in June
• Mountain bike admission (includes helmet): adult: $69/ ½ day, $99 full day; Youth: $50 / ½ day, $65 / full day
• Day lift tickets: early season: adult: $40, youth: 35; regular season: adult: $47, youth: $41
• Safety equipment rental (arm & leg protection, gloves): $39 / day. Storage of bike: $7/ day
• Total cost for bike & equipment rental, and lift ticket for a full day in the regular season: adult: $185; youth: $142
• More than a third of MTB visitors have incomes over $100,000
• Average MTB visitor spends $750 - $2,700 per trip
• Mountain biking is the largest form of recreational cycling in the UK and it accounts for 32% of the annual 2.3 million bike sales. (Source: Bicycle Association and Bicycle Business).
• The most recent General Household Study (Office of National Statistics, 2002) records 19% of the population cycle. Based on the percentage of mountain bike sales (66%) it is reasonable to assume that as many as 12.5% of the population uses a mountain bike in the U.K.
• A rider day is one person for any portion of the day. It could be a person with a one-day ticket lift ticket or a person with
References: Bea Searle, Vice President, Business Development , Intrawest (personal communication, September 21 & 23, 2008) Bike Parks BC Euromonitor International 2008, Pampered Children Driving Consumer Demand. (Date Retrieved January 2008, from Euromonitor). July 2, 2007. Jack Jedwab. Participating in Sports and Fitness Activities in Canada. Retrieved January 2008. http://www.acs-aec.ca/oldsite/Polls/Poll18.pdf Krolick, Cliff, Oct 1, 2007, Growth of Mountain Biking Requires an Instructional Standard Lazarus, Eve. May 31, 2004. Intrawest Digs Deep. (Date Retrieved January 2008, from Business Source Complete). Marketing Magazine, 11964650, Vol. 109, Issue 19. Shoham, Aviv, Rose, Gregory M. Technion, 2000, Predicting Future Sport Consumption: Steven Wedel Sun Peaks Resort. (2008). Mountain Biking. Retrieved January 2008. http://www.sunpeaksresort.com/ The Impact of Perceived Benefits Tourism Whistler Research. (September 2007) Whistler Resort Statistics 2007. Retrieved January 2008. http://post.tourismwhistler.com/MemberWebsite/2007WhistlerStatsPackagePublic.pdf Whistler Chamber of Commerce Whistler mountain bike park. (2007) Park Information, Events Tickets & Passes, Rentals & Gear. Retrieved January 2008. http://www.whistlerbike.com/information/index.htm Belch, G., Belch M., Guolla, M., 2005