Burton Snowboards: A Marketing Assesment
Snowboarding is a wintertime sport that is rapidly growing in popularity. The founder of the sport, Jack Burton Carpenter, is amazed at the success of the snowboarding market and contributes the success of the market to his determination of foreseeing snowboarding becoming a popular winter sport. The following assignment will describe with specifics the environmental forces influencing the snowboarding industry, the differences in marketing goals in comparison to Burton Snowboarding's early years with that of today, and will describe each element of Burton Snowboarding's marketing mix.
The environmental forces influencing the snowboarding industry includes the following:
Demographic: Baby boomers will retire or have already taken early retirement; therefore recreational activities will increase greatly. Recent retirees will give up most of their spare time, (that was normally set aside for work), for leisure and recreational activities. The snowboarding market is targeting teenagers' usage of their products.
Therefore, if the snowboard industry wants to keep the teenage audience interest in their products they must maintain its image. In order to keep their image safe, the industry must sell to high profit organizations and not low budget markets such as the bi-way, (who knows what the bi-way would want with snowboards but it's a good example of a low budget market).
Economic- Business Cycle: Sales of snowboards will be high during times of prosperity, (when the economy is at its peak). Adding more appeal on snowboards, (examples: a new look, upgrade, new products and more uses for the product), during times of prosperity in the economy will help to expand the snowboard market. Widening the snowboard market makes the consumer more aware of the product and thus adds to the sales on the product.
Economy- Inflation: Since the majority of the consumers buying snowboards are teenagers, inflation...