Marketing Plan for an Adventure Store Essay example

1575 Words 7 Pages
Marketing Strategy We will build strategic partnerships with climbing service companies. We will differentiate The Boulder Stop from competitors through aggressive advertising and promotional campaigns that demonstrate our community support and commitment. We will build retail store awareness through our direct mail and Web campaigns, leading to greater word-of-mouth marketing.

3.1 Mission
The Boulder Stop is an equipment store specializing in rock climbing gear and coffee/espresso drinks. Our mission is to provide an entertaining, fun, and knowledgeable atmosphere to climbers who experience nothing but a rock face and nutrition bars all day. Rock climbing is as much about storytelling and nostalgia as it is about routes and
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There are no resources for gauging market share for our local market, but the State of Oregon provides yearly economic data by region. We will use this data to compile an estimate of market share goals for 1998.
2. To be an active and vocal member of the community, and to provide continual re-investment through participation in community activities and financial contributions. We will sponsor two to three events during the year, including the Pacific Amateur (PA) Golf Classic, charity events, and celebrity-hosted competitions.
3. To achieve 30% market share by August of 2000.

3.3 Financial Objectives
Our financial objectives are as follows: To always maintain a minimum cash balance of $10,000. To maintain year-end minimum contribution margins of 40%. To grow direct retail sales by a conservative minimum of 12% per year. To achieve sales of $190,000 in year one.

3.4 Target Markets
We will focus on the highly discriminating, hard-core climber segment first, because these are the opinion leaders. Both the weekend warrior and the curious will follow the hard-core climbers. If we can attract and keep the hard-core climbers, then they will become part of the attraction for the others. To attract them, we will carry all the best high-tech gear, know the jargon, use the latest technology, and become a "Futurist" product and services company.
We want to clearly differentiate the weekend warriors from the

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