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Essay / Research Paper Abstract
A 5 page paper. A situation analysis, i.e., analysis the industry, begins this paper. The writer then offers marketing objectives. A discussion of the marketing mix, using the traditional 4 Ps is included. Tutorial comments are included. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGsnbd.rtf
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Unformatted sample text from the term paper:
this paper, we will only be able to touch upon each component.] Situation Analysis [Tutorial: Marketing plans call for a discussion of the industry. This discussion demonstrates the writers
knowledge of the business they intend to promote.] Snowboarding has gained acceptance as a sport in the world of snow sports. It is like a cross between skiing and skateboarding,
the latter sport being enormously popular among teenagers today. Snowboarding, which evolved from snurfing, is legally termed "snowboard skiing" (Berner, 1997). This sport has gained enormous popularity, especially over the
last decade or so. Initially, it was not at all accepted (Berner, 1997). According to Berner, in 1985, snowboards were banned from 91 percent of the ski areas. By
1997, 97 percent allowed snowboarding on their slopes (1997). Initially, ski resorts were very concerned about the safety issues involved in snowboarding. In 1996, there were 2.3 million people
in the United Sates who snowboarded (Berner, 1997). Even the International Olympic Committee included snowboarding in the Winter Olympic games that were held in Nagano, Japan in 1998 (Berner,
1997). TransWorld Snowboarding Business/National Ski Areas Association reported that 22.4 percent of all visitors to ski resorts in the 1997-1998 season were snowboarders (Maguire, 1999). Since 1992, snowboard sales
have increased by as much as 30 percent (Berner, 1997). Industry sales reached $44.1 billion in 1996 (Berner, 1997) and they continue to grow. Demographically, snowboarders tend to be
in the $75,000 per annum income bracket (Berner, 1997). They also tend to be the younger crowd, particularly teenagers, and many have never been on skis (Berner, 1997). American Demographics
reported that 59 percent of the people who are new to snowboarding were teenagers who had never been on skis in their lives, another 26 percent of the teens had
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