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Case from journal
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Reference no. NAC2225
Subject category: Marketing
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2003

Abstract

The Bogus Basin Ski Resort reaches a point in its evolution where a dramatic lowering of the price of early, discount season passes is believed to be a solution to the ski area''s growing financial weakness. After several weeks of debate, the ski area''s General Manager, Mike Shirley, and its Board of Directors agree that three alternative pricing approaches have the potential for the turn around. But, there is considerable disagreement about which of the three is best and one board member suggests that a fourth alternative be considered. Mike must present his recommendation to the Board at a soon to be held meeting. Mike initially believed that a $199 adult pass price was best but must now consider his Board''s input as well as both secondary and primary research findings to make his recommendations.

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Abstract

The Bogus Basin Ski Resort reaches a point in its evolution where a dramatic lowering of the price of early, discount season passes is believed to be a solution to the ski area''s growing financial weakness. After several weeks of debate, the ski area''s General Manager, Mike Shirley, and its Board of Directors agree that three alternative pricing approaches have the potential for the turn around. But, there is considerable disagreement about which of the three is best and one board member suggests that a fourth alternative be considered. Mike must present his recommendation to the Board at a soon to be held meeting. Mike initially believed that a $199 adult pass price was best but must now consider his Board''s input as well as both secondary and primary research findings to make his recommendations.

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