Cima case analysis
Cima Mountaineering, Inc.
A Case Study
Prepared by Arpine Manukyan Melkon Bakhshetsyan Narek Nersisyan Levon Baghdasaryan
Instructor Dr. Armen Tashchian
American University of Armenia
Table of content
Executive summary
The current marketing and financial situation at Cima Mountaineering originally known as Hoback, manufactures classic, fashion insensitive boots for mountaineers and enthusiastic hikers. Since 1980, when the two siblings Margaret and Anthony decided to switch from western to high-quality, weather resistant boots the company has enjoyed growth and success. Currently Cima targets a niche market, positioning with a high quality, high price product. Cima markets two lines of products: the Summit boost for Hiking and Glacier Boots for Mountaineering. Each line offers different models to meet the need of different customers, for instance the Glacier line features three boots under the names of MX 550, MX 450, MX 550, respectively targeting expert, experienced and beginning climbers. The boots offer high value to the buyers through special features such as water-repellant leather uppers, nylon shank etc. The boots are designed to meet the special needs of the outdoor enthusiastic, through emphasizing functionality over fashion.
Cima boots have relatively high prices compared to the competitors. The current price is justified by the superior quality of the boots. Cima prices its boots on the premise that the customer justifies it based on the perceived value of the product. Cima distributes its products through specialty stores in 11 states among which western Canada and New Mexico. These geographic locations are good markets because of their weather conditions and their landscapes.
Situation analysis
Strengths
Recognizable brand name
Positioning
Quality
Product lines
Advertisement
Innovation – implementation of CAD
Weaknesses
A Case Study
Prepared by Arpine Manukyan Melkon Bakhshetsyan Narek Nersisyan Levon Baghdasaryan
Instructor Dr. Armen Tashchian
American University of Armenia
Table of content
Executive summary
The current marketing and financial situation at Cima Mountaineering originally known as Hoback, manufactures classic, fashion insensitive boots for mountaineers and enthusiastic hikers. Since 1980, when the two siblings Margaret and Anthony decided to switch from western to high-quality, weather resistant boots the company has enjoyed growth and success. Currently Cima targets a niche market, positioning with a high quality, high price product. Cima markets two lines of products: the Summit boost for Hiking and Glacier Boots for Mountaineering. Each line offers different models to meet the need of different customers, for instance the Glacier line features three boots under the names of MX 550, MX 450, MX 550, respectively targeting expert, experienced and beginning climbers. The boots offer high value to the buyers through special features such as water-repellant leather uppers, nylon shank etc. The boots are designed to meet the special needs of the outdoor enthusiastic, through emphasizing functionality over fashion.
Cima boots have relatively high prices compared to the competitors. The current price is justified by the superior quality of the boots. Cima prices its boots on the premise that the customer justifies it based on the perceived value of the product. Cima distributes its products through specialty stores in 11 states among which western Canada and New Mexico. These geographic locations are good markets because of their weather conditions and their landscapes.
Situation analysis
Strengths
Recognizable brand name
Positioning
Quality
Product lines
Advertisement
Innovation – implementation of CAD
Weaknesses