Marketing Plan For Boyne Mountain
Marketing Plan For Boyne Mountain
Christina Russell
Aaron Rambow
Lyndsey Loveberry
Brian Lechel
the top ski resorts in the state of Michigan. Boyne’s mission is to have customers “experience the lifestyle”.
At Boyne Mountain we enhance our tradition and reputation by providing our guests with world-class service
that creates memorable experiences. Our team has a passion to serve resulting from a work environment of
respect, opportunity, and fun. Our commitment to our guests and staff ensures success for everyone. That
stated we have developed a marketing plan to potential increase sales from a specific target market. The
target market we selected was the 18-25 male and female beginners that are interested in skiing and
snowboarding that live in the Boyne Mountain Area. We selected this market because there is a larger
demographic around Boyne Mountain. Also for the reason they are not trying to market to that specific area.
If they would try to utilize this target market they would greatly increase their revenue.
We’ve set a marketing objective in place to increase the number of sales of Boyne Mountain for the
18 to 25 beginner skier and snowboarders that live in the Boyne Mountain area by 15% by the end of 2010.
The marketing strategy will consist of multiple forms of promotion including personal selling, mass selling,
and sales promotion. The main objective that will pull this target market in would be the prices changes that
In order to effectively make these objectives accurate, we have researched and done competitive
market analyses to determine how other firms would react to the growth and marketing strategies soon to
be in place. With carefully planned implementation and control laid out by quarters, the marketing strategy
Boyne Mountain has been extremely successful in marketing and communicating to its target
demographic over the years. With its continuing success it will surely continue drawing more customers to
the mountain. The plans are set in place or Boyne Mountain to be one of the most successful ski resorts in
Michigan.
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II. Environmental Analysis:
S.W.O.T Analysis: (Agency Analysis)
STRENGTHS: We need to continue offering a variety of family activities at reasonable prices. Continue
offering the best ski atmosphere in northern Michigan. Continue providing world-class customer service.
WEAKNESSES: We are not bringing many teenagers to our resort. Adapt more efficiently to current trends
OPPORTUNITIES: We need to find ways to attract skiers to our resort rather than our competitors. Develop
THREATS: We need to find ways to surpass our close competitors, Nubs Nob, Crystal Mountain, and Shanty
Creek.
STRENGTHS: They have a strong following with local skiers and snowboards. Also their brand name is well
known which will attract many customers from around the area. Great customer service.
WEAKNESSES: competitors and high prices. Do not offer many beginner runs.
OPPORTUNITIES: Need to offer more beginner runs for the young adult demographic to increase revenue
THREATS: Resorts with lower prices. Resorts that offer more activities
current market that Boyne is directed at. Boyne needs to make their ski resort more attractive to the teen
market. Continuing to modernize and renovate the current resort is one of the many efforts that Boyne can
make to hit the firm's target market. Creating resorts and lodges that are up to date and modernized could
help in turning teens to Boyne Mountain. Large flat screen televisions, Wi-Fi, high tech audio equipment, and
contemporary decorations and furnishings are elements that may be inviting to the teen market. An
additional idea that helps with market penetration is appealing to the target market through developing
closer relationships with the customers to stay loyal; this could include a frequent skier club or card with
Increase the number of sales of Boyne Mountain for the 18 to 25 beginner skier and snowboarders that
Continue building a positive reputation and goodwill by promoting Boyne as high quality by 2010.
V. Customer Analysis:
Our current customer analysis consists of the family segment. This segment is the demographic of
young to middle age parents, with children between the ages of seven to sixteen. Aside from the local
customers the typical customers come from the geographic region of Lower Michigan. This includes various
cities such as Grand Rapids, Lansing, and Metro-Detroit area. This segment has the most buying power and
is the primary customers of not only Boyne Mountain, but the entire ski resort industry. These customers
typically spend the majority of their money during their stay at Boyne on Ski lift tickets, food and beverages,
lodging, and ski school/snow activities. This market can typically be reached through billboards, televisions
advertisements, brochures, newspapers, magazine advertisements, and radio advertisements. Another key
characteristic of this market is that reputation is important. A good time at Boyne means a positive outlook
and usually a recommendation to others. A bad experience can lead to negative exposure to others and
losing the previous customer, typically for good. This demographic market wants four main objectives to be
met to ensure a positive experience. They want a fun and exciting get away from their average lives. A ski
resort where the parents can relax without worrying about their children. Lastly, ski packages that
located in Harbor Springs, MI. Both companies are located on the perceptual map and Shanty Creek would
be the closest competitor towards the target market. Both Shanty Creek and Nub’s Nob fall onto the
inexpensive lift tickets side of the map. That stated Boyne Mountain would need to extend their marketing
strategy to compete better with these companies. We developed a competitive analysis comparing Boyne
Economic Environment:
The economic environment will have a major impact on the growth strategy for Boyne Resorts in
Michigan. In 2::8, the economy is in a “mild recession” and potentially heading to a full recession. Experts
expect people to take fewer trips and head to less expensive travel destinations. Skiing is often considered a
costly and upscale type of recreation or vacation. Due to the fact that it is a luxury, Boyne may suffer from
the economic downturn. Another important economic factor specifically affecting the ski industry is global
warming. Snowfall is a crucial and essential element for Boyne. In the 1997-1998 winter season, lighter
than usual snow fall resulted in business losses of $144 million. If this trend of dwindling snowfall were to
continue, the impact on Boyne Resorts could be catastrophic. The state of the U.S economy is integral to the
state of Boyne resorts. If the economic downturn continues, people will have less discretionary income to
The political and legal environment has a considerable influence on the growth strategy for Boyne
Resorts. Environmental and zoning laws regarding construction can limit the amount of growth and
expansion the resort can do. Also, employment limitations and regulations can affect business. Federal
regulations limiting the amount of foreign workers can leave the resort lacking in skilled employees in
positions such as ski instructors, snow making experts, and ski-patrol specialists. Were this to occur, Boyne
Resorts might be forced to limit and reduce its services to customers. This environment has the potential to
be a hindrance to Boyne.
Technological Environment:
The technological environment is important for the growth of Boyne Resorts. Boyne recently made
some modern updates to its lodgings. The latest technology, including large flat screen televisions, highly
efficient heating and air conditioning units, and the latest audio technology have all been utilized in Boyne’s
The cultural and social environment is having a tremendous impact on ski resort images’. “Going
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green” and maintaining environmentally friendly practices is a fast growing trend in business. Skiers may
even be more environmentally conscious then the generally population. According to the spokes person for
Mount Sunapee, "Most people that ski also like to hike, golf, bike—they live outside. Our guests are concerned
about the environment, so becoming a green resort is what we think our guests would like us to do." Many
ski resorts are “going green” by using wind power. Boyne Resort of Michigan has yet to use wind power but
other Boyne Resorts such as, Sunday River and Sugarloaf, have already begun using wind power. Boyne also
engages in other environmentally friendly practices like recycling and planting trees for CO2 conversion.
According to President Stephen Kircher, “Most of our efforts have been in existence since before it became
en vogue to be "green" and thus, we, like many things we do/have done – stayed under the radar.” The
existence of many of these practices already puts Boyne ahead of the “going green” curve. The external
marketing environments can have potentially negative or positive effects on the Boyne growth strategy.
Treetops
Sugarloaf
Nubs
Nob
Crystal
Mountain
Expensive Lift Inexpensive Lift
Tickets Tickets
Shanty
Boyne Creek
Mountain
TARGET
MARKET
Beginner Runs
The Positioning Chart suggests that the “Target Market” wants a resort that offers numerous
beginner runs on the mountain with inexpensive lift tickets. The chart shows that Boyne Mountain is doing a
reasonable job offering more beginner runs with less expensive lift tickets. There is not one competitor that is
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reaching the specific target market. While Boyne is close they still can do more work to be the lone supplier
Specific demographic and geographic: The demographic is 18 to 25 male and female beginners
that are interested in skiing and snowboarding that live in the Boyne Mountain Area.
Psychographics:
Spend their money at the ski shop buying winter merchandise for skiing and
snowboarding
Utilizing the concessions to buy food and drinks while at the mountain.
We selected the 18 to 25 beginner skier and snowboarder market because there is a larger
demographic around Boyne Mountain. Also for the reason they are not trying to market to that specific area.
If they would try to utilize this target market they would greatly increase their revenue.
Product:
The product of an organization is defined as the need satisfying offering of a firm. Boyne USA offers a
service rather than a good, in that the customer does not actually purchase anything tangible. Customers of
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Boyne USA are purchasing an experience; the product is the ability to use the mountain for a set period of
time. Boyne USA pushes this idea with their philosophy. Boyne Mountain’s philosophy begins with 3 words,
experience the lifestyle. This is Boyne’s main objective for its customers. After their customers leave their
resort they want them to be able to look back and say “I experienced the lifestyle”. We can achieve this
philosophy by promoting Boyne as a highly respectable resort known for its high-quality.
Place:
Place is defined as making goods and services available in the right quantities and locations, when
customers want them. The Place of Boyne USA is defined ultimately by the weather, as temperatures must
be below freezing before snow can be made. Stressing the first two concepts of the definition, making
services available in the right quantities and locations, should be Boyne USA’s main goal. Boyne USA has
expanded greatly in the past and is continuing to expand today. When looking at the Place objective of
location, mass amounts of market research should be done before selecting possible expansion sites. Aside
from expansion sites, Boyne should look into other channels of distribution to promote the ticket sales.
Online, other resorts, and local ski shops would be good to target to promote purchasing tickets in advance.
Promotion:
Personal Selling- involves direct spoken communication between sellers and potential customers.
Personal selling options include telemarketing, online personal selling (i.e. e-mails) It’s important to
remember that personal selling should allow the Boyne’s marketing mix to cater to each individual customer.
Mass Selling- is communicating with large numbers of customers at the same time. The main form
of mass selling is advertising. Mass selling advertising options includes radio advertisements, television
commercials, billboards, mass mailing, newspaper and magazine advertisements, and internet advertising.
Mass selling publicity options could potentially include large scale events (i.e. competitions, concerts), and
fundraiser events.
Sales Promotion- refers to those promotion activities—other than advertising, publicity, and personal
selling—that stimulate interest, trial, or purchase by final customers. Sales promotion options ideas include:
ski and snowboard competitions, half-off ski nights, bring a friend day, teen night, early bird special (earlier
open), and single’s day. The promotion of “College Night” would be the most useful in gaining a greater
The pricing objective is to make a significant growth in the market share of 18-25 beginner skiers and
snowboarders. Our current customers are not very price sensitive because they have quite a bit more
discretionary income then our target market. The prices are more expensive for the target market that we
are trying to connect with. These new prices will be more likely to draw in the target market of young adults.
The new lift ticket prices are still competitive with local competition, but still uphold Boyne’s high quality
standards.
Child (up to 8yrs) Free Free Child (up to 8yrs) Free Free
Throughout the 2009 year we would begin renovations to change the look of the lounge and
1st quarter of 2009: This is the mid-to-end winter season so strong advertisements would be put into
2nd quarter of 2009: This is typically a downtime for winter sports so advertisements geared at
reminding customers would be put into place. Promotional events could take place to continue to bring
3rd quarter of 2009: To really stand out a major marketing plan could go into place on promoting the
change in lift ticket seats for the Adult (20+) prices. This would really help draw our target market to
Boyne.
4th quarter of 2009: Continue to promote the new lift ticket prices and remind customers why they