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Managerial Marketing - Cima Mountaineering
- Words:
- 1693
- Submitted:
- Fri Jan 28 2005
Have a little read: ... Steven Farney Managerial Marketing Spring 2003 Cima Mountaineering Define Problem Sales and profits had grown steadily for Cima Mountaineering, Inc. and by most measures the company was successful. However, growth was beginning to slow as a result of foreign competition and a changing market. Margaret Simon, Cima Mountaineering President, observed that the market had shifted to a more casual, stylish hiking boot that appealed to hikers interested in a boot for a variety of uses. She favored a strategy of diversifying the company by marketing a new line of boots for the less experienced, weekend hiker. Anthony Simon, Executive Vice President of Cima Mountaineering, also recognized that the market had changed, but he supported expanding the existing lines of boots for mountaineering and hikers. The company had been successful with these boots, and Anthony had some ideas about how to extend the lines and expand distribution. "This is a better way to go," he thought
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