1. Case 6-25 : Cima Mountaineering, Inc.
Steven Laufer, Brandon Robinson, Kristin Bartz and Jared Stern
Steven (Intro, Outline, History, Strengths) Jared (Weaknesses, Opportunities) Kristin (Threats, SWOT Analysis) Brandon (3 Plans)

2. Presentation Outline History Strengths Weaknesses Opportunities
Threats
SWOT Analysis
Anthony’s Plan
Margaret’s Plan
Our Plan (Recommendations)

3. Weaknesses Lack of innovation Refraining from going international
Management is incohesive
No website or online information available

4. Opportunities Enter international segments
Make products available in catalogs
Make products available in more retail outlets
Create a website
Apply to “weekend” hikers more
Build brand loyalty
Make a logo for products
Build brand awareness so that brand acceptance and brand preference can be obtained

5. Threats Retail mark-up’s effect on profit Pricing selves out of market
Pricing structure
Foreign competition flooding market

6. Margaret’s Plan What Margaret plans to do is:
Move with market towards the “weekender” segment which demands for:
More style
Lower prices
Lightweight hiking boots
Research and consider mail order catalogs