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Discussing marketing strategies for increasing the sales and profits for Cima Mountaineering, Inc.
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Cima Mountaineering, Inc. For the past month, Margaret and Anthony have been discussing marketing strategies for increasing the sales and profits for Cima Mountaineering, Inc. Sales and profit have grown steadily from 1990 - 1995 with an average of 4.45 percent profit margin. However, sales have been slowing down due to increasing foreign competition and changing market. Margaret and Anthony have proposed marketing strategies to increase sales and profit. Margaret proposed to introduce a new line of hiking boots to cater to the weekenders segment. Her objective was to capture sales and profits from a high growth segment in their industry. Anthony disagrees with her proposal and offers a different alternative to increase sales and profits. Anthony suggested that Cima Mountaineering should remain in its segments, where they specialized, and expand their existing lines and distribution. After assessing the two alternatives, we suggest that Cima Mountaineering should...
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