Marketing Case Study
Essay by review • May 18, 2011 • Case Study • 334 Words (2 Pages) • 1,975 Views
Burton Snowboards: Building a Sport
California State University, Los Angeles
Principals of Marketing: MKT 500
Dr. Iksuk Kim
Fall Quarter 2007
Arredondo, Belen
Enriquez-Marquez, Martin
Fuentes, William
Hung, Sheng - Hsiung
Wei, Dan
1) The environmental forces influencing the snowboarding industry are:
Social:
Winter Sports declining
 Alpine Skiers 1993 10.6 million 4.6% USA
 Alpine Skiers 2003 6.3 million 2.6% USA
Demographics
* 80% participants were under 24 years old, median age 15.7 years, 74+% male
* Y Generation - 72 Million
Economic:
* 30% of ski passes are snowboarding passes
* Ski lodges losing 1/3 of market share
* Price range for equipment $300 - $800
* Affluent Caucasian market
Technological:
* Innovative sleek designs
Competitive:
Burton 38%
Competition 62%
* K2: 31%
* Lamar 7%
* Salomon 6%
* Rossignol 4%
* Gnu 3%
Regulatory:
* Lobbying ski resorts for more access to ski slopes
2) The differences in marketing goals for Burton Snowboarding in both
(a) Its early years while developing the industry:
 Become sole/leading supplier of Snowboards
 Introduce the sport of Snowboarding
 Lobby ski resorts to allow Snowboarders on their slopes
 Maximize profits
 Profit Responsibility
(b) Today with growing competition:
 Stakeholder responsibility
 Societal responsibility
 Ads in Snowboarder and Transworld SNOWboarding Magazines
 Sponsor Athletes: Global Team (17), Kelly Clark, Chris Klug and Ross Powers
 Innovative
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