Blue mountain resorts case study Essay

1049 Words Jan 19th, 2014 5 Pages
Blue Mountain resorts (Data collection)
1. Problem definition
Blue Mountain Resorts were first built in 1941, and it is the largest family-operated ski resort in Canada. The major problem in this case is that the CEO of the Blue Mountain Resorts has to decide whether to install facilitates or not for the night skiing in 1979-1980 winter skiing season. Maintaining comfortable capacity at ski resort is very important in this field of market. The capacity depends on the hill size, hill development, and lift facilities. Therefore, to provide the night skiing service, investing in hills and lifts are important factors. So, if the CEO decides to install the night skiing facilities, he needs to decide the price of the single-night lift ticket
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Majority of skiers came from Toronto or near Toronto. Single person was more than 60% and 82% did not have the season’s pass. Therefore, the target for the night skiing should be 18-34 age male, single person living GTA. However, pass holder was much more interested in night skiing than non-pass holders. Which means the pass holders who are interested in night skiing would be less than 18% of total skiers, and the demand is not high enough. For the night skiing questions on overall survey, only 30% of people said they will or might use the night skiing facilities, and 70% said they will or might not use them. Among the users, they will use it only one or two times a year. This means few people are interested in night ski, so the resort should provide more attractions such as lower price or more promotions on night skiing to attract more customers.
Furthermore, the survey was biased and provided insufficient, unvaried information. The overall skier survey was distributed in proportion to the number of skiers using the facilities, which means more sample of people were collected during weekends than the week, and more January and February than November and December. This strategy the resort used might be helpful to select more representative sample, but the company could fail to found the niche market or new strategies to attract more potential customers. Also, the questionnaire done for night

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