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Subject category: Marketing
Authors: James L Whyte (Edinburgh Napier University)
Published in: 1986

Abstract

The case deals with the development of Mayrhofen as a winter resort from 1953, when it had no winter sports season at all, to the present day, where it has an international reputation and is the most popular sports centre with the British. The ski school, one of the largest in Austria, has played an important part in Mayrhofen''s success. The case is best used to illustrate some of the fundamentals of marketing, especially assessment of customer needs, market segmentation and the adaptation of the marketing mix, particularly the product, to meet the needs of the target market. The marketing and managing of a service are major issues. The boom years for the winter sports industry however, have passed. Students are asked to consider how well the ski school is equipped to compete in the new environment, and to develop a marketing strategy for the future.
Location:
Size:
150 employees
Other setting(s):
1953-1986

About

Abstract

The case deals with the development of Mayrhofen as a winter resort from 1953, when it had no winter sports season at all, to the present day, where it has an international reputation and is the most popular sports centre with the British. The ski school, one of the largest in Austria, has played an important part in Mayrhofen''s success. The case is best used to illustrate some of the fundamentals of marketing, especially assessment of customer needs, market segmentation and the adaptation of the marketing mix, particularly the product, to meet the needs of the target market. The marketing and managing of a service are major issues. The boom years for the winter sports industry however, have passed. Students are asked to consider how well the ski school is equipped to compete in the new environment, and to develop a marketing strategy for the future.

Settings

Location:
Size:
150 employees
Other setting(s):
1953-1986

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