Marketing Cima Mountaineering Case Study
What is Cima’s current situation?
After the renovation of Cima mountaineering, Inc. in 1990, they started with $ 13 million revenues, with profit margin of 4.01%.
The next 3 years witnessed a continuous increase in sales and revenues. Their profit margin increased to reach 4.97% by year 1992.
They reached an all time high sales and revenues in 1995 of $20 million; however their profit margin decreased to 4.27%.
Cima mountaineering, Inc. has been growing steadily & the sales by a significant percentage to reach 8.4% increase in sales in 1994, from the previous year and by 7.2% in 1995.
Sales in hiking boots segment are growing and it’s even dominating over 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. Cima is an active innovator and always develops new constructive techniques to its products, which add more customers’ benefits and boost the added value in Cima’s manufactured boots.
After the transition, the company’s 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 rugged outdoor enthusiast. This segment includes advance 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 embossed 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 successfully marketing its brand in the Western
After the renovation of Cima mountaineering, Inc. in 1990, they started with $ 13 million revenues, with profit margin of 4.01%.
The next 3 years witnessed a continuous increase in sales and revenues. Their profit margin increased to reach 4.97% by year 1992.
They reached an all time high sales and revenues in 1995 of $20 million; however their profit margin decreased to 4.27%.
Cima mountaineering, Inc. has been growing steadily & the sales by a significant percentage to reach 8.4% increase in sales in 1994, from the previous year and by 7.2% in 1995.
Sales in hiking boots segment are growing and it’s even dominating over 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. Cima is an active innovator and always develops new constructive techniques to its products, which add more customers’ benefits and boost the added value in Cima’s manufactured boots.
After the transition, the company’s 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 rugged outdoor enthusiast. This segment includes advance 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 embossed 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 successfully marketing its brand in the Western