Tuesday, November 27, 2012

Marketing Cima Mountaineering Case Study

What is Cimas current situation? After the renovation of Cima climb up, Inc. in 1990, they started with $ 13 million revenues, with profit margin of 4.01%. The next 3 classs witnessed a continuous increase in sales and revenues. Their profit margin increased to reach 4.97% by year 1992. They reached an all time gamy sales and revenues in 1995 of $20 million; however their profit margin decreased to 4.27%. Cima mountaineering, Inc. has been exploitation steadily & the sales by a significant component to reach 8.4% increase in sales in 1994, from the former year and by 7.2% in 1995. Sales in hiking boots discussion section be growing and its even dominating everyplace the mountaineering segment to reach 85% from their total sales. They are only targeting 2 segments which are mountaineering and Hiking and are not dominating in either segment. Their market share in the whole hiking boots all the 6 segments is 3.33% in 1995. In the mountaineering segment they only have 2.33% of the market. In hiking segment is 3.63% of the market. Cima delivers high customer value through their manufactured boots. The customers perceive the boots as durable and comfortable.
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Cima is an active innovator and always develops new rehabilitative techniques to its products, which add more customers benefits and boost the added value in Cimas manufactured boots. After the transition, the companys name was changed to Cima Mountaineering Inc. to position the brand as a more specialized boots manufacturer. Cima boots positions its self as for the elusive outdoor enthusiast. This segment includes turn up hikers who use the boots on challenging trails and extended backpacking trips, as well as rugged mountaineers who climb in rugged terrain. The company used corporate branding as Cima was impress on the leather on the side of the boots, to enhance customer recognition. Cima boots is also positioned as the best available for the intended purpose. Cima is success honorabley marketing its brand in... If you want to get a full essay, order it on our website: Ordercustompaper.com

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