“Blue Mountain Resort Limited”
Case Study
Mohamed Mauroof
ID: 000049337
What specific decisions does Gord Canning face in developing a strategy for the introduction of night skiing?
Gord Cunning would require to make the following decisions for the introduction of night skiing.
Pricing decisions, regarding the single night lift tickets & season passes. Since this is a new product option for the existing day skiing, adjustments would needed to be made. He should decide to increase the price of the traditional season pass, combine it, to make it a day and night pass. Or, to have three different passes, consisting of a night season pass, a combined night and day season pass and the traditional day season pass, all having appropriate …show more content…
Even though the majority is not interested to night ski, the minority also represent a lot of skiers as a total, which signifies demand for night skiing. From the Blue Mountain’s prior market research program, it is approximated that 30,000 different skiers visit Blue Mountain annually. From this we could use the percentage of 44.3% interested to night ski to approximate, the number of skiers of the total who visit annually, which is approximately 13,290 skiers would be interested to night ski in Blue Mountain, with the remainder 16,170 not interested, (but could be coerced). Therefore there is a considerable potential demand for the night skiing market, thus profitability. Further breakdown of the 13,290 skiers, as per the appendix 1, table 1, 60.7% (8067 skiers) are pass holders and 41.4% (5502 skiers) are who use lift tickets. Out of the 28 pass holders from the survey 17 (60.7%) pass holders were interested in night skiing, which means that pass holders, value the night skiing more, since they have paid a fixed amount already. Also they have a lot of expendable time available for them. Which means more time availability skiers would buy seasonal passes, which would offers longer, unrestricted, skiing
Case Study
Mohamed Mauroof
ID: 000049337
What specific decisions does Gord Canning face in developing a strategy for the introduction of night skiing?
Gord Cunning would require to make the following decisions for the introduction of night skiing.
Pricing decisions, regarding the single night lift tickets & season passes. Since this is a new product option for the existing day skiing, adjustments would needed to be made. He should decide to increase the price of the traditional season pass, combine it, to make it a day and night pass. Or, to have three different passes, consisting of a night season pass, a combined night and day season pass and the traditional day season pass, all having appropriate …show more content…
Even though the majority is not interested to night ski, the minority also represent a lot of skiers as a total, which signifies demand for night skiing. From the Blue Mountain’s prior market research program, it is approximated that 30,000 different skiers visit Blue Mountain annually. From this we could use the percentage of 44.3% interested to night ski to approximate, the number of skiers of the total who visit annually, which is approximately 13,290 skiers would be interested to night ski in Blue Mountain, with the remainder 16,170 not interested, (but could be coerced). Therefore there is a considerable potential demand for the night skiing market, thus profitability. Further breakdown of the 13,290 skiers, as per the appendix 1, table 1, 60.7% (8067 skiers) are pass holders and 41.4% (5502 skiers) are who use lift tickets. Out of the 28 pass holders from the survey 17 (60.7%) pass holders were interested in night skiing, which means that pass holders, value the night skiing more, since they have paid a fixed amount already. Also they have a lot of expendable time available for them. Which means more time availability skiers would buy seasonal passes, which would offers longer, unrestricted, skiing