Case 6-25 : Cima Mountaineering, Inc.

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Case 6-25 : Cima Mountaineering, Inc. Steven Laufer, Brandon Robinson, Kristin Bartz and Jared Stern Steven (Intro, Outline, History, Strengths) Jared (Weaknesses, Opportunities) Kristin (Threats, SWOT Analysis) Brandon (3 Plans)

Presentation Outline History Strengths Weaknesses Opportunities Threats SWOT Analysis Anthony’s Plan Margaret’s Plan Our Plan (Recommendations)

Weaknesses Lack of innovation Refraining from going international Management is incohesive No website or online information available

Opportunities Enter international segments Make products available in catalogs Make products available in more retail outlets Create a website Apply to “weekend” hikers more Build brand loyalty Make a logo for products Build brand awareness so that brand acceptance and brand preference can be obtained

Threats Retail mark-up’s effect on profit Pricing selves out of market Pricing structure Foreign competition flooding market

Margaret’s Plan What Margaret plans to do is: Move with market towards the “weekender” segment which demands for: More style Lower prices Lightweight hiking boots Research and consider mail order catalogs