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Burton Snowboards: Building a Sport

California State University, Los Angeles
Principals of Marketing: MKT 500
Dr. Iksuk Kim
Fall Quarter 2007

Arredondo, Belen
Enriquez-Marquez, Martin
Fuentes, William
Hung, Sheng – Hsiung
Wei, Dan

1) The environmental forces influencing the snowboarding industry are:
Social:
Winter Sports declining
 Alpine Skiers 1993 10.6 million 4.6% USA
 Alpine Skiers 2003 6.3 million 2.6% USA
Demographics
• 80% participants were under 24 years old, median age 15.7 years, 74+% male
• Y Generation – 72 Million

Economic:
• 30% of ski passes are snowboarding passes
• Ski lodges losing 1/3 of market share
• Price range for equipment $300 - $800
• Affluent Caucasian market

Technological:
• Innovative sleek designs

Competitive:
Burton 38%
Competition 62%
• K2: 31%
• Lamar 7%
• Salomon 6%
• Rossignol 4%
• Gnu 3%

Regulatory:
• Lobbying ski resorts for more access to ski slopes

2)......

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Approximate Word Count: 334
Approximate Pages: 2 (250 words per double-spaced page)

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