Mktg 3350 - Boulder Ski Deals Business Analysis
Autor: tcmoore • February 16, 2012 • Term Paper • 5,018 Words (21 Pages) • 1,400 Views
MKTG 3350: Marketing Research, Spring 2011
FINAL REPORT
Focal Business: Boulder Ski Deals
April 28, 2011
To the Director of Marketing Research, Boulder Ski Deals
This document is a comprehensive presentation of the methodologies and findings accumulated in a market research study conducted to evaluate the current ski and snowboard market in Boulder, CO. The results have allowed us to make strong recommendations from this study for a valuable change in the marketing mix for Boulder Ski Deals. A detailed analysis and description of findings has yielded important managerial information.
After completing secondary research on your business, the current climate in ski and snowboard retail sales, and the economic environment as a whole we developed research questions to address potential areas of interest for Boulder Ski Deals. The proposed research questions and hypotheses examined a number of critical variables including local competitors, strengths, weaknesses and opportunities. From this analysis we determined a major marketing opportunity in promotional discounts offering to the student population of the University of Colorado at Boulder. We completed thorough testing of survey results with hypothesis and cross tabulation statistics and a detailed cost-benefit analysis.
The proposed recommendations have very high potential benefits for Boulder Ski Deals, and they are backed by substantial evidence in market research. We hope that you will find the following information valuable and useful in creating a marketing strategy that will be most effective for your business.
Best Regards,
Marketing Research, Leeds School of Business
University of Colorado at Boulder
Table of Contents
Executive Summary 3
Focal Business: Background Information 4
National Industry Analysis 5
Local Market Analysis 6
Preliminary Analysis and Insights for Boulder Ski Deals 7
Customer Profile based on In-store Observations and Demographic Research 7
The Existing Marketing Mix 8
Insights for the Focal Business 9
Research Questions 9
Survey Research Design 10
Sampling Design 11
Population/
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