Imagine that Lindsey Vonn, Olympic gold medal winner, decided to start a ski man

Imagine that Lindsey Vonn, Olympic gold medal winner, decided to start a ski manufacturing company. And imagine her company has been in business for 5 years.
Vonn’s company is a fast-moving, innovative company located in the North West, USA. She began designing and producing innovative ski products, covering numerous ski categories. To start with, the ski product categories she designed and marketed her with her brand included: downhill, cross country, snowboarding and ski tobogganing (imagine she grew up in a family that loved tobogganing!). Over the next couple of years she grew her brand product category offerings to include back country skis, and snowboarding.
She wants to grow her business by increasing marketing resources and dollars on the right categories of products. She wants to get some marketing help to better understand how to grow her business and better understand her customers. She calls you from the slopes and asks foe help.
Please complete the questions below by creating a document that can be saved in a PDF format for submission. Do not submit the assignment in a google doc format. If you use google docs, pleased download and save as a PDF for submission directly in Brightspace.
Using the data tables below, answer questions on the Lindsay Vonn case (Q 1 thru 8)
Please note, the data assembled for this assignment does NOT accurately reflect this industry. This is purely for educational purposes. Thank you!
Total US Industry Sales, by Ski Category, by year. This data is specific to the US ski market as a whole.
Year
2017
2018
2019
2020
2021
Cross Country Category sales in $
70,000,000
68,000,000
64,000,000
58,000,000
50,000,000
Snowboard category sales
30,000,000
31,000,000
34,500,000
39,000,000
50,500,000
Downhill category sales
45,000,000
47,000,000
51,000,000
56,000,000
60,000,000
Ski Toboggan category sales
1,000,000
900,000
700,000
500,000
450,000
Back Country ski category sales
20,000,000
38,000,000
50,000,000
65,000,000
100,000,000
Lindsay Vonn’s INC. US Market Share, by Category, by year – this data is specific to Vonn Inc. US market share.
Year
2017
2018
2019
2020
2021
Vonn cross country market share %
8%
10%
15%
18%
20%
Vonn Snowboard
n/a
n/a
11%
14%
15%
Vonn downhill
7%
6%
6%
5%
4%
Vonn Ski Toboggan
10%
8%
6%
4%
3%
Vonn Back Country Ski
n/a
n/a
3%
2%
1%
Vonn wants to grow her business by increasing marketing resources and dollars, but she wants to focus on the right categories of products. She calls you and your team for marketing help. She wants to better understands how to grow her business and better understand her customers.
Please answer all the questions below, create a document that clearly labels the Question number and write your answer. Save it as a PDF, and submit directly in Brightspace by due date. Ll questions are worth 10 points unless noted otherwise below.
Q1. Produce a portfolio matrix that assigns each of Vonn’s 5 ski product categories to a specific position in the portfolio matrix. She has asked that you use Boston Consulting Group’s matrix for this exercise (as we discussed in class). Simply list the BCG quadrant’s name, and then list the Vonn’s ski product category(s) that you assigned to the BCG quadrant. An all text answer is fine – it is not necessary to reproduce the BCG T-chart metric that we reviewed in class. Worth 20 points.
Q2. Give recommendations to Vonn on which 3 ski categories (downhill, snowboard, etc) she should primarily focus on with her marketing dollars and marketing resources (resources include things like investing significant marketing dollars to promote the brand in that product category, recruit new hires to support that product category, and consider further development of products) and explain why. Worth 20 points.
Q3. Consider the Immediate Marketing Environment. Vonn wants you to identify 1 factor of the immediate environment and apply them to her consumer – please expand on this 1 factor so she better understands what it means and how they might each impact her consumer (and ultimately her company).
Q4. Provide Vonn with an example of a product development growth strategy for her brand. First explain what the product development growth strategy is (be specific – address how it is different than other growth strategies in terms of the matrix we reviewed in class), and then list your suggestion/ example for her to implement at her company. Any of her product categories is fine to use in your example.
Q5. Provide Vonn with an example of a Diversification growth strategy – specifically a related diversification strategy. Explain what that strategy is, address how it is different than other growth strategies in terms of the matrix we reviewed in class), and list your suggestion for her.
Q6. We covered the 17 Global Goals of Sustainable Development – Vonn wants you to select one of the goals for her company to embrace. Why do you recommend this goal for Lindsey’s brand? Can you think of a specific way that her marketing department can begin to incorporate this sustainable goal into her brand?