Burton Snowboards: A Marketing Assesment

Categories: MarketingSnowboarding

Snowboarding is a wintertime sport that is quickly growing in appeal. The creator of the sport, Jack Burton Carpenter, is astonished at the success of the snowboarding market and contributes the success of the market to his decision of anticipating snowboarding ending up being a popular winter season sport. The following task will explain with specifics the ecological forces affecting the snowboarding industry, the distinctions in marketing goals in comparison to Burton Snowboarding's early years with that of today, and will describe each component of Burton Snowboarding's marketing mix.

The ecological forces influencing the snowboarding market includes the following:

Group: Child boomers will retire or have currently taken early retirement; for that reason recreational activities will increase considerably. Recent retired people will quit the majority of their extra time, (that was typically set aside for work), for leisure and recreational activities. The snowboarding market is targeting teens' usage of their items. For that reason, if the snowboard market desires to keep the teenage audience interest in their products they must preserve its image.

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In order to keep their image safe, the industry needs to offer to high earnings companies and not low budget plan markets such as the bi-way, (who understands what the bi-way would want with snowboards however it's an excellent example of a low budget plan market).

Economic- Organisation Cycle: Sales of snowboards will be high throughout times of success, (when the economy is at its peak). Including more appeal on snowboards, (examples: a makeover, upgrade, brand-new items and more usages for the product), during times of prosperity in the economy will assist to expand the snowboard market.

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Expanding the snowboard market makes the customer more familiar with the item and thus contributes to the sales on the product.

Economy- Inflation: Considering that most of the consumers purchasing snowboards are teenagers, inflation rates will impact their buying power. Teens receive minimum wage and therefore will not have sufficient funds to acquire a snowboard for leisure expenses.

Social: Individuals are more concerned then ever about being healthy and healthy and a growing number of individuals are seeking to new distinct methods of getting their health needs fulfilled.

Location: The snowboarding market must be situated in or around accessible snowboarding facilities or areas. E.g. Ski resorts, mountainous regions and places that receive an adequate amount of snowfall.

The elements of marketing mix that Burton snowboards cover includes price, product, and distribution, marketing communications and customer service. The following is a more specific outline of each of the marketing mix elements.

Price: Burton Snowboards range from $300-$1000, more expensive then low named brands but shows that quality, effort and workmanship has been placed into the creation of each individual board.

Product: Burton added a new line of protection equipment for the upcoming snowboarding season, including such products as: styling helmets, pads and hats. The helmets are improved from last year's models and now contain: venting ports, micro fit adjustments, a wide-angle view (for safety) and removable earpieces.

Distributions: Burton snowboards can be purchased at any local retail that specializes in snowboards, (the locations nearest us includes: Sports Swap 2045 Young Street and Sporting Life 2454 Young Street), and at ski resorts allowing snowboarders (rental only).

Marketing Communications: Burton Snowboarding has created an image that is appealing to teenagers. Burton is using this image to attract this age group by advertisements, Internet sites, and articles in popular teen magazines and by sponsoring local youth events.

Customer Service: Burton Snowboarding has created a safer snowboarding experience for its users, by introducing safety products such as helmets and pads.

In the early years of developing the snow boarding industry, Burton tried to gain acceptance from fellow skiers. Burton tried to persuade ski resorts of allowing snowboarders to use their ski resorts. Burton got its big break in 1983 when Vermont Stratton Mountain allowed snowboarders to use its slopes. Burton hoped that by opening opportunities to snowboarders on ski resorts that the sport would gain acceptance from the consumer, and thus open the snowboarding market.Burton is now at the leading edge of snowboarding, and its products cover the largest variety of boards, ranging from: Free riders, pipe boards, novice and expert lines of boards. Burton also sells snowboarding equipment along with its line of boards; this helps with consumer's convenience and helps to gain more profit for the company.

Burton has put together a non-profit organization that helps under privileged kids learn to snowboard. All equipment and professional instructing are available. Burton hopes to promote the product and show the consumer that it cares about the community, all which will reach more target markets

Updated: Jul 07, 2022
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Burton Snowboards: A Marketing Assesment. (2016, Jun 25). Retrieved from https://studymoose.com/burton-snowboards-a-marketing-assesment-essay

Burton Snowboards: A Marketing Assesment essay
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