Strategic marketing plan: selling hiking boots "Cima Mountaineerind, Inc"

CIMA MOUNTAINEERING, Inc.
Prepared by: Tomas T.
To develop a marketing strategy for Cima Mountaineering, Inc., that will allow it to respond to growing competition and changing market needs.
3.0 External Analysis
Rivalry: strong
New entrants: high barriers of entry
Substitutes: no
Suppliers: no
Customer: high
3.1 Market Size
In year 1994, the following data from industry was reported:
Market sales: 600,000,000$
Units: 15,000,000 pairs
In year 1994, Cima had:
Sales: 18,738,529$ or 3.1% total market share
Units: 450 000 71,550 mount. and 378,450 hiking
Cima target market is mountaineers (5% market share) and serious hikers (17% market share), therefore company’s target market is 22% out of total or 132,000,000$. Therefore, Cima has 14% market share in these segments.
In 1994 hiking boots brought 14,441,784$ and mountaineering 4,296,744$ revenue.
Average price to retailers for mountaineering boots: 127$
Average price to retailers for hiking boots: 80$
In 1994 company sold about 180522.3 units of hiking boots and 33832.6 units of mountaineering boots. Total: 214354.9
Distribution:
3.2 Market Growth
Overall, market is experiencing growth – in 1994, sales reached the highest sales ever in this industry - 600,000,000$
Cima market segments, however, are experiencing slow or moderate growth. It suggests that product reached maturity stage.
The fastest growing segments are weekenders and fashion seekers.
3.3 Competitors
Leading foreign brands target the same segments and have similar strategy: high price for performance and reputation. Entry of new competitors. High competition in weekenders segment.
SWOT
3.4 Relevant Trends
Mostly young people buy boots.
3.5 Buying Patterns
Sesonal. Buy mostly young people who are professional hikers or mountain climbers. They are ready to pay for benefits they get.
The demand for casual shoes increased. Some segments want lower level of performance and more fashion.
CIMA Mountaineering customers select their products perhaps based on their design, the quality of workmanship, and the safety features. I feel that price should not have an influence in the decision-making process because dealing with this case the purchasing process should be based on the...

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