Essay on Montana Mountain Biking Case

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The Montana Mountain Biking Case Montana Mountain Biking Company has been in business for 16 years providing guided mountain biking trips at four locations in Montana. The success of the company is linked to retaining its customers. Eighty percent of the customers who sign up for the one week guided mountain biking expedition are repeat customers (University Of Phoenix, 2007). An important part of any marketing plan is to understand the customer relationship because ultimately, all profits come from the customers. The challenges facing the Montana Mountain Biking company is not only retaining customers but to attract new customers. The advances in e-marketing have given Montana Mountain Biking some alternatives to traditional marketing…show more content…
This person is in essence, a part of the marketing and sales team. The fifth and final stage is the one that all businesses try to avoid, the separation stage (UOP, 2007). This happens when the customer has filled their needs or when the company fails to provide continuous value to the customer. The customer moves on to a new product or service.
The five Stages of MMB Customers
The success of the Montana Mountain Biking (MMB) Company is based on repeat business from current customers (UOP, 2007). Increasing awareness and moving more customers into the committed stage can only be achieved by understanding where the customers are today. Awareness is the first of the five stages. One could estimate the size of the customers in the awareness stage is relatively small in comparison to the market size. It could be estimated that five percent of potential customers are aware of the business. This is based on the fact that MMB logo is recognized in the mountain biking industry but the company is not actively marking the company outside of operating a web site. The number of customer in the familiar stage could be estimated to be between 5 and 10 %. This is base on the number of e-mails received by the company from customers requesting additional information about the services provided by MMB. As mentioned earlier, 80% of all the customers are repeat customers (UOP, 2007). These customers would fall in the familiar or committed stage. The final stage is the separation
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