Cima Mountaineering, Inc

Based on the recent sales data suggesting that the company has reached its zenith, the recent losses in sales contracts due to trendier low price boots, the fact that foreign players are entering the market, and competition is about to get very tough; our recommendation is to consider selling the company at its peak performance. The brand although very well respected by mountaineers does not have brand recognition among amateur hikers and weekend warriors, tied with slow growth in mountaineers segments versus high growth in weekenders and practical users. Furthermore, the company should be looking into the future and how it would be structure once Margaret and Anthony choose to retire.

We agree with Anthony’s approach of generating a new line focused on performance and quality for serious hikers. We suggest the new line is designed and introduced with more focus in the esthetics, and building upon the boots traditional design. This will generate appeal to entry level hikers (weekend hikers), seeking a quality boot. Thus, having the same reputation and strengths as they seem to have with their product, they will increase sales and market growth.

Create an advertising & sales promotion campaign to increase brand awareness through the use of mail order catalogues and online stores, partnering with large online retailers such as "Zappos". At the same time, assisting retailers with educational and promotional brochures to position of various uses of the boots (Mountaineering, hiking, and just for fun).

Launch a website where they can talk about the history of the company and the business, featuring the products and where they can find them. With images of people hiking and doing sports as well as going to farms and construction sites. Also, invest in keywords to be found on Google to be exposed to future customers.

Invest into market analysis in other states, Canada,