Klīm ABS Case
Klim, a manufacturer of snowmobile and dirt bike riding gear has started distributing an avalanche airbag product in the snowmobile market and is looking to move into the skiing market with the same product. John Summers, the Director of Marketing/Sponsorship would like to know how much resources to devote to this product in this market and you have been asked to help John with this. Please go to the snow portion of their Website http://www.klimusa.com/index.php?ctrl=snow to learn about their core products. You should also go to the ABS site to learn about the avalanche airbags--start on this page and look around at other pages until you understand the product and why people might want it.
Use the following framework to guide your research.
| Customer Needs | What needs do they seek to satisfy? For whom? |
| Company Skills | What special competence do they possess to meet those needs? |
| Competition | Who competes with Klim in meeting those needs and what they good at?
What are the strengths and weaknesses of each. List of some competitors (do Google searches) |
| Collaborators | Who should we enlist to help us and how do we motivate them? |
| Context | What cultural, technological, legal, economic, demographic factors limit what is possible or provide for new opportunities? |
Who do you think their target is? What do they have in common?
How are they positioned and how should they be?
List what you think we need to research