Resort Management: Sunday River Ski Resort
Uploaded by bdogg on Apr 25, 2007
Resort Management: Sunday River Ski Resort
I. Executive Summary
The following report summarizes the effect of current macroeconomic situation in the United States on the ski resort industry in general, the findings of market research of the Sunday River Ski Resort, strategic recommendations for implementation the expansion plan, possible risk factors and a feasibility assessment of the strategic plan conducted by the International Consulting Group.
SWOT technique is used to analyze the company. Our team evaluates the strength, weaknesses, opportunities and potential threats to the Sunday River Resort. So, we caught the exact environment which faces Sunday-river in relative to other resorts and could established several ways to fit the Sunday-river’s goal, 1 million visitor to Sunday river.
Conducting market analysis, we also recognize the segmentation of the client base and identify the most profitable client segments. The highest attention is given to the middle week skiers with low - intermediate skill level from New Hampshire and Massachusetts. Because of higher income and larger population, these areas will give Sunday-river important opportunity to acquire one million skiing customers.
Focusing on the middle week skiers will result in immediate increase in revenue and will allow to postpone any significant investment into additional capacity.
The recommended action plan outlines the necessary steps and addresses “the four Ps” Product, Price, Place and Promotion. The recommendations are divided into short-term and long- term steps
In short term step, we strongly recommend to use geographic location as competitive factor.
Within 3 hours, Massachusetts and New Hampshire residents can reach Sunday-river and enjoy their skiing. In order to draw and boost the number of skiers, we suggest to provide them with Night program, Children service, and free ski-keeping service. These services would give benefit to Sunday-river, acquiring skiers with a little investment. Since these services are required a little investment, they will help Sunday-river increase its customers with no difficult.
In long term step, we recommend Sunday-river to alliance with amusement companies and big hotel chains. Sunday-river provides these companies only with lending space and focus on expanding lodging construction and lifts for increased customers. These strategies would change Sunday-river to amusement resort company, and help get stable income for all season with least investment.
After all, the transition from small ski company to amusement company will make Sunday-river strengthen its firm competitive position in eastern areas.
II. Introduction
Despite...