QUESTION

• Title Page in APA format

• Introduction to the case summarizing the situation

• Questions converted to sub-headings – responses to each question

• Strong conclusion that summarizes the ideas

• APA Style Reference page (as needed)

INSTRUCTIONS

Jackson Ultima Case Study

Highly competitive and professional figure skaters are finding that some of the best figure

skating blades are manufactured in the United States. Ultima Skates LTD, a division of Jackson

Ultima Skates Inc., has become one of the most popular names in the figure skating blade

industry. The company was founded in 1994 by Dan Nicholson and his partner Larry James; it

produced its first skate blade in 1998. To learn more about Jackson Ultima Skates and its

products, visit its website or its Facebook page.

Dan Nicholson is the president of Ultima Skates. He is originally from Blackpool, England.

Nicholson competed nationally and then skated professionally for a number of years. His ice

skating experience convinced him that ice skating blades were not performing as well as he

thought they could; Nicholson believed that skate blades could be made better and yield better

performance.

“After I stopped skating professionally, I was a distributor for one of our competitors. I then

went on to design skates,” says Nicholson. “It was when I started designing skates that I really

decided I could make a better ice skate.”

Ultima Skates began blade production in July of 1998 and launched its first blade at the National

Figure Skating Championships in January 1999. What makes the blades unique is the

manufacturing process. “We use modern machines and laser cutting, whereas our competitors are

still making skates the way they always have, with stamping and making them by hand,” says

Nicholson. “At Ultima Skates, we are really trying to take full advantage of all of the new

technologies. We use a much harder steel, and we computer-profile all of our blades. By using

computers to profile our blades, we are able to make blades that are exactly the same, last longer,

and hold their edges better. Others still profile by hand, which is not very accurate,” he says.

Nicholson points out that these blades are not for everyone. When skaters get into championship

level competition, most wear custom boots and pick specific blades to fit their needs on the ice.

“We make blades for a very specific market of high-level competitors and professionals, who

need more from a skate than you can buy from a store,” says Nicholson. Top skaters, including

Tara Lipinski and three-time World Champion and Olympic silver medalist Elvis Stojko, skate

on Ultima Blades.

The prices for the blades vary but are often upwards of $100, sometimes approaching $500 for

customized blades with graphics. “Skate blades are kind of like cars, in that depending on what

you want, you may pay a lot or a little. We are making the Mercedes Benz of skate blades,”

Nicholson explains.

Ultima Skates is also the only skate manufacturing company that holds a patent on black skate

blades. “We are the only company that can make black skate blades, which is a really sharp-

looking blade,” he says.

Ultima Skates is the only skate blade manufacturer located in the United States; the only other

two manufacturers are located in England. Ultima Skates is in DeKalb, Illinois, sixty miles west

of Chicago. “While DeKalb may not seem like a hotbed of skating activity,” Nicholson says,

“the location has worked out very well. The Chicagoland area is seeing a huge growth in the

terms of skating rinks and skaters. There is at least $100 million worth of new ice and facilities

within one hour of DeKalb.”

The next time you watch figure skating on TV, check to see if the skaters may be skating on

Ultima skate blades manufactured in the United States—you’ll know they are if the skates are

black.

1. What are the organizational attributes of Ultima Skates? Explain the organizational

attributes that could be improved.

2. How has technology aided the development of Ultima Skates? What is the role of

innovation in Ultima Skates future? How would you classify the Jackson Ultima Skates

company?

3. Review the Jackson Ultima Skates website. Does it do an effective job of marketing and

promoting the company and its products? How might you improve the website?

4. What are some tactics and techniques that you could use to market and sell Ultima

Skates?

SOLUTION

Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

Introduction

Ultima Skates LTD, a division of Jackson Ultima Skates Inc., has carved a niche in the professional figure skating market with its high-performance, technologically advanced skate blades. Founded by Dan Nicholson and Larry James in 1994, the company began blade production in 1998 and has since become a leader in the industry, thanks to its innovative manufacturing process and commitment to quality. This case study explores the organizational attributes, technological advancements, marketing strategies, and future potential of Jackson Ultima Skates.

1. Organizational Attributes of Ultima Skates

Jackson Ultima Skates demonstrates several strong organizational attributes:

Innovation-Driven Leadership: Founder Dan Nicholson brought firsthand competitive skating experience to his role, driving innovation based on user needs.
Niche Market Focus: Ultima targets high-level figure skaters with specialized, custom products.
Technology Integration: The company employs computer profiling, laser cutting, and high-grade materials to ensure product quality and consistency.
Unique Selling Proposition (USP): Ultima holds a patent for black skate blades, offering visual and functional differentiation.

Areas for Improvement:

Broader Market Reach: While focused on elite skaters, Ultima could expand to intermediate or recreational skaters to diversify revenue.
Talent and Brand Visibility: The company could benefit from broader endorsements or sponsorships beyond a few elite skaters.
Internal Collaboration Tools: No mention is made of internal operational technologies like CRM or ERP systems, which could enhance efficiency.

2. Role of Technology and Innovation at Ultima Skates

Technology has been a cornerstone of Ultima’s development. Key technological integrations include:

Laser Cutting and Computer Profiling: This ensures blade consistency, durability, and edge retention.
Material Advancement: Use of harder steel provides longer-lasting, better-performing blades.

Innovation’s Role in the Future:
Ultima’s continued success hinges on maintaining its innovation edge. Future innovations might include:

Smart skates with embedded sensors
Eco-friendly materials
3D-printed custom fittings

Business Classification:
Jackson Ultima Skates can be classified as a niche, high-end, innovation-led manufacturer in the sporting goods and performance gear industry.

3. Evaluation of the Jackson Ultima Website

The company’s website (https://jacksonultima.com/) showcases its products, mission, and endorsements. Strengths include:

Clean design with strong visuals
Detailed product pages
Video content to explain product benefits

Areas for Improvement:

Stronger Branding: A more compelling “About Us” section highlighting the story and values could increase emotional connection.
SEO Optimization: Better keyword targeting could improve visibility in search engines.
Interactive Features: Incorporating a blade recommendation quiz or custom build tool could enhance user engagement.
E-Commerce Integration: More robust and user-friendly shopping capabilities would streamline purchasing.

4. Tactics and Techniques to Market and Sell Ultima Skates

To expand Ultima’s reach and brand awareness, several tactics could be employed:

Social Media Campaigns
Use platforms like Instagram and TikTok to share training clips, behind-the-scenes manufacturing, and endorsements from rising skaters.
Influencer Partnerships
Collaborate with professional and semi-professional skaters to create sponsored content and product reviews.
Content Marketing
Develop a blog featuring skating tips, technology insights, and interviews with athletes.
Trade Show and Competition Sponsorships
Increase visibility by sponsoring regional, national, or international figure skating competitions.
Ambassador Program
Recruit young competitive skaters to serve as brand ambassadors in skating communities across the U.S. and internationally.
YouTube Tutorials and Product Demos
Educate skaters on blade maintenance, proper selection, and performance benefits.
International Expansion
Enter emerging markets like Asia or South America with tailored products and distribution partnerships.

Conclusion

Jackson Ultima Skates has successfully combined firsthand skating experience with advanced manufacturing techniques to create a high-performance skate blade for elite athletes. The company’s commitment to innovation, niche focus, and product quality has allowed it to stand out in a highly specialized market. However, opportunities remain to expand its reach, enhance marketing strategies, and innovate further through digital tools and broader product offerings. By continuing to align technological advancement with athlete needs and strategic marketing, Ultima is well-positioned for future growth.

References

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.

Jackson Ultima. (2024). Our Story. https://jacksonultima.com/

Ulrich, K. T., & Eppinger, S. D. (2020). Product Design and Development (7th ed.). McGraw-Hill Education.

American Marketing Association. (n.d.). Marketing Strategy. https://www.ama.org

Jackson Ultima Skates Case Study