Whistler Mountain Bike Part

Powerful Essays
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



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

You May Also Find These Documents Helpful

  • Better Essays

    Mountain Bikes

    • 5036 Words
    • 21 Pages

    Mountain Bikes It has been a decade in the making, but the mountain bike has become a passion for many people. Along with this passion it has also become the most environmental way to get from point A to B. It has gone through a very intense evolution process over the past decade. It all started with some guys from California who took their bikes out for a ride on their day off, they modified their bikes and turned a hobby of theirs into a worldwide phenomenon. The mountain bike's rapid increase…

    • 5036 Words
    • 21 Pages
    Better Essays
  • Good Essays

    Police Mountain Bikes

    • 1351 Words
    • 6 Pages

    History of Police Bike Patrol: Over one hundred years ago, police departments routinely patrolled cities and towns by bicycle. The bike was tremendously popular only until the advent of the automobile. The bicycle then disappeared from policing. It wasn't until the late 1980's that the bicycle made a comeback. In 1988, Sergeant Paul Grady of the Seattle Police Department convinced his superiors that mountain bikes could be a viable patrol vehicle in the congested downtown area, waterfront parks…

    • 1351 Words
    • 6 Pages
    Good Essays
  • Powerful Essays

    Manufacturing Mountain Bike

    • 10977 Words
    • 44 Pages

    CONTENTS i CONTENTS 1.0 Introduction 1 2.1 Introduction & History of Mountain Bike 1 2.2 Function of The Component / Product 3 2.3 Assumption on The Type of Manufacturing Method 4 and Quantity of Production 2.0 Detailed Specification of The Final Product 7 3.4 Material Selection 7 3.5 Component Analysis 8 3.6 Dimensional, Surface etc Specification 9…

    • 10977 Words
    • 44 Pages
    Powerful Essays
  • Satisfactory Essays

    Mountain Bike Case Study

    • 378 Words
    • 2 Pages

    Introduction: * Adam Craig is a struggling entrepreneur * 2008 Olympic Bike Racer * Owns Golden Dreams Bike Rental and Repair Store * Located at Nesters Market in whistler B.C * A few competitors * Bought business 1 year ago * Previous owner was unsuccessful for 5 years Problem: * Why is Adam Craig not making a profit in his current location? Product: - Doesn’t have enough inventory to make money Place: - Inconvenient location with poor travel…

    • 378 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    things, in this case this is where I found my inspiration. Along my travels to Whistler Mountain in previous winters I saw a portion of land that was clear-cut, but one tree stood alone covered in snow. This piece…

    • 1019 Words
    • 5 Pages
    Better Essays
  • Powerful Essays

    ------------------------------------------------- Introduction A mountain bike or mountain bicycle (abbreviated MTB or ATB (all terrain bicycle)) is a bicycle created and made for off-road cycling, including jumps, and traversing of rocks and washouts, and steep declines, on dirt trails, logging roads, and other unpaved environments — activities usually called mountain biking. These bicycles need to be able to withstand the stresses of off-road use with obstacles such as logs and rocks. Since…

    • 1543 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Whistler Paintings

    • 350 Words
    • 2 Pages

    art object is best understood as a creation to be valued only for the success with which it organizes color and line into a formally satisfying and therefore beautiful whole. These artifacts communicate the reality of nature and village scenes. Whistler also created nudes, and portraits. In his landscapes he tried to make his paintings like a musician plays a keyboard where all elements are available, but the musician, or painter must choose which one to use. In his nocturnes he describes how…

    • 350 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Unlike other famed ski resort communities, Whistler is a joy throughout the year. Visitors are served up a plethora of appealing diversions no matter if they are here to take advantage of manicured slopes or warm season offerings. Two million annual visitors cannot be wrong, and countless single male travelers have come to realize there is a certain sort of area enticement in the form of enchanting Whistler escorts. With several ways in Whistler to secure female companionship, we hope to outline…

    • 1455 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Whistler Corporation

    • 301 Words
    • 2 Pages

    performance started to decline drastically because of the off-shore price competition and lack of proactive act from the head of the manufacturer. This resulted WC market share drop down to 12%, as seen in exhibit 3. The circumstance has forced Whistler Corporation to consider an alternate approach of different product development from their market research by leveraging their resources. However, RACE –ME program, a model developed from a short empirical data rose some questions from the executive…

    • 301 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Getting your first bike can be intimidating. Whether you are looking at one in person, or online, knowing which size you'll need is very important. When I was a child, it was much easier. Children's bikes are sized by simply standing over them. But we adults have to be more discerning. Your mountain bike frame size is determined by several body measurements. How well these body parts are matched to sections of your bike will effect nearly everything about your ride. How comfortable you are, how…

    • 1764 Words
    • 8 Pages
    Good Essays