Esssay

1. What is the major decision facing CCM? What is the timeline or sequence of events leading up to the decision? 2. What is your evaluation of the external environment, industry, and contention? 3. What is the position of CCM in the foodstuffplace? What is your evaluation of the new carrefour education prototype and market testing process used by CCM? 4. In light of the customers and their behavior, and your previous analysis, how would you position the U+ professional person skate in the marketplace? 5. What recommendations would you make to CCM regarding the execution of their give strategy for the U+ master? Notes The major decision that CCM faces is one that involves the development of an effective product launch strategy which will boost the sales for the re-launch of CCMs U+ Pro skate. This has been due to the fact that a number of quality and marketing missteps had occurred since the market introduction of the U+ Pro skate two years primarily. In addition to this, the i ce hockey equipment industry has been facing flat sales as of late. Major decision Skates make up the largest (34%) portion of orbicular hockey equipment market by category, followed by sticks Exhibit 2. Key competitors ar Reebok-CCM Hockey, Bauer Hockey, Easton, and Graf. Competition in the industry The industry was an expensive industry in comparison to other sport equipment industries like soccer. Threat of substitutes high The consumers of hockey equipment belong in mid-high income brackets, and spend quite a bit of capital per annum for equipment. Hence, after they buy the equipment, they tend to stick to it and try to avoid repurchasing. highschool power of buyers Had variety of distribution channels within the industry. Among them the independent retailers had the beat out knowledge and tradition associated with selling hockey equipment.In addition, they are part of buying groups that spread across the country in Canada. 3 consumer segments oPersonal Expression and surgical procedure group (49%) concerned with image, product and personal performance, discolouration reputation and brand popularity. Want a brand that reflects style and personality. Price was not a barrier. Responds well to NHL endorsements. oSmart performers (45%) rational decision makers who consider both value and product performance when making a purchase. They want equipment to help them outperform the disceptation while staying within a budget. Didnt care about NHL endorsements. oPrice certified Consumers (