Edge Sports Marketing Plan

Edge Sports Marketing Plan

Executive Summary

Edge Sports is a high end custom ski and snowboard equipment retailer located near a local ski resort (Boler Mountain) in London, ON, Canada. Despite the downward trend in the downhill ski resort market, Edge has managed to turn a profit for the past 7 years due to location, knowledgeable staff and in-house brand of custom skis and snowboards.

Participation in downhill ski trends demonstrates a downward trend however, participation in alpine tour skiing is rapidly increasing in the country. While sales at snow sports specialty stores have been unreliable over the last several years, on-line sales of the same products have increased consistently. Edge will be taking advantage of both of these environmental opportunities by selling mid-high end alpine touring equipment online next season.

Global warming and high bankruptcy rates amongst ski resorts/equipment dealers make up the largest external threats to the snow sports industry.

Edge has identified an upcoming shift in demand in the marketplace which will affect their ability to grow their business locally. Edge views this marketplace shift as an opportunity and their goal is to increase sales by 30% year of year for the next 4 years by developing an e-commerce site that will compete nationally.

Edge faces moderate competition locally and limited but strong competition nationally. Online sales in the country are dominated by one non-profit competitor, Mountain Equipment Co-op.

Edge will focus on college and university graduates between the ages of 18-54 who live in Alberta and BC. Edge will position themselves as a mid-high end alpine touring equipment dealer with the best customer service in the Canadian market. They will heavily promote their store brand equipment which they can offer at a better value than brand name equipment because of MSRP restrictions. For the foreseeable future, Edge will keep their St. Thomas bricks and mortar location open as...