Black_Diamond_Equipment company case analysis
- 최초 등록일
- 2008.12.24
- 최종 저작일
- 2008.10
- 9페이지/ MS 워드
- 가격 2,000원
소개글
Black_Diamond_Equipment company case analysis
목차
SUMMARY
The market for mountaineering equipment
Competition in the Mountaineering Equipment Industry
Black Diamond’s Operations
The Black Prophet
Discussion Questions.
본문내용
SUMMARY
Black Diamond’s top management team had gathered to discuss the defect of its new product, the Black Prophet, which is axe for climbing up an ice wall because one of the its customer had a equipment problem made by Black Diamond while he was climbing the frozen waterfall. The top management team should make a conclusion whether or not its new products should be launched. They also wanted to find out how this problem could happen. They were very wary of this emergence situation not only because of its image for customer, but also if Black Diamond had to discontinue its axe program, all European competitors would step in and copy the technology that they worked so long to perfect.
The market for mountaineering equipment
The established customer for mountaineering products, including mountaineering skis, had traditionally been the serious international mountaineer-professionals as well as expert amateurs. This traditional customer base had been primarily in North America, eastern and Western Europe, Japan and Korea, although limited numbers of participants were from other countries.
Starting in the 1980s media exposure had brought mountain sports to previously ignored market segments throughout the world. Rock climbing and mountaineering images had become popular for advertising many types of products and for adding “color” to music videos and movie plots. Because of this exposure, teenage and recreational customers-predominantly in the U.S market-represented high-growth segments,
참고 자료
Principles of marketing 12e, page 488, Philip Kotler, Gary Armstrong
Marketing Management 8e, J, Paul Peter, James H, Donnelly, Jr.
http://www.bdel.com