Integrated E-Marketing Plan: Developing an E-Marketing Plan for Competing in the Electronic Global Marketplace
Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace
Prepared for Powder Mountain Resort
By: Student
Date: 02/26/2011
Table of Contents
Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace 1
Table of Contents 2
Executive Summary………………………………………………………………………………………………………………………………………………3
Selection of the e-Business for the Project……………………………………………………………………………………………………………7
Environmental Analysis of the Marketplace…………………………………………………………………………………………………………9
Targeted Market Segmentation………………………………………………………………………………………………………………………….20
Consideration of Placement Decisions……………………………………………………………………………………………………………….23
Considerations of Pricing Decisions…………………………………………………………………………………………………………………….30
Analysis of Innovative Promotional Communication Tools………………………………………………………………………………...39
Implementation and Measurement of Strategic Goals……………………………………………………………………………………….43
Conclusions and Recommendations…………………………………………………………………………………………………………………..45
Appendices………………………………………………………………………………………………………………………………………………………..46
1
Executive Summary
Powder Mountain resort has long been frequented by Utah locals and if they had it their way it would be kept a secret from everyone else. To their dismay it is slowly being recognized and people from all over are travelling to experience the deep powdery snow. It is located east of Eden, UT; it is an estimated 55 miles north of Salt Lake City and 19 miles northeast of Ogden. They have the most skiable terrain in the United States; with over 7,000 acres of lift and backcountry accessible runs. It is a privately owned business with a laid back attitude and family oriented values. They cater to beginners while keeping the proficient skiers and snowboarders happily entertained. Lessons are offered to those that are just
Prepared for Powder Mountain Resort
By: Student
Date: 02/26/2011
Table of Contents
Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace 1
Table of Contents 2
Executive Summary………………………………………………………………………………………………………………………………………………3
Selection of the e-Business for the Project……………………………………………………………………………………………………………7
Environmental Analysis of the Marketplace…………………………………………………………………………………………………………9
Targeted Market Segmentation………………………………………………………………………………………………………………………….20
Consideration of Placement Decisions……………………………………………………………………………………………………………….23
Considerations of Pricing Decisions…………………………………………………………………………………………………………………….30
Analysis of Innovative Promotional Communication Tools………………………………………………………………………………...39
Implementation and Measurement of Strategic Goals……………………………………………………………………………………….43
Conclusions and Recommendations…………………………………………………………………………………………………………………..45
Appendices………………………………………………………………………………………………………………………………………………………..46
1
Executive Summary
Powder Mountain resort has long been frequented by Utah locals and if they had it their way it would be kept a secret from everyone else. To their dismay it is slowly being recognized and people from all over are travelling to experience the deep powdery snow. It is located east of Eden, UT; it is an estimated 55 miles north of Salt Lake City and 19 miles northeast of Ogden. They have the most skiable terrain in the United States; with over 7,000 acres of lift and backcountry accessible runs. It is a privately owned business with a laid back attitude and family oriented values. They cater to beginners while keeping the proficient skiers and snowboarders happily entertained. Lessons are offered to those that are just