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APEX SKI BOOTS
Downhill skiers (and their feet) have long been at the mercy of conventional ski boots, notorious for their nagging and even injury-inducing discomfort. Apex Ski Boots sought to change that. Dreamed up by two industry innovators, Apex’s reimagined two-part system addressed a literal customer pain point by providing a warmer and more comfortable boot. The resulting product—epitomized by the motto “Ski Hard. Walk Easy.”—was groundbreaking. Reviews were overwhelmingly positive and people who tried the boots were frequently won over. However, after ten years on the market, sales have stagnated and no meaningful market penetration has been achieved. Consumers remain largely unaware or skeptical of the brand, and—more problematically—traditional distribution channels are doing little to change that. Looking ahead, the company asks what strategic changes they should make to increase adoption.
Please prepare the case and write up your answers to the following questions in your analysis:

  1. Why isn’t Apex selling more boots? What do you think has been the single most significant barrier to Apex’s diffusion?
  2. Evaluate the advantages and disadvantages of the Apex Ski Boot. What is your impression of the product? (You might consider spending a few minutes browsing actual Apex customer reviews on sites like apexskiboots.com, REI.com, or amazon.com.) Is it a good product? If so, why and for whom?
  3. In general, what benefits does the overall ski equipment distribution network afford? What are its limitations? How does this vary by specific channel (i.e., retail chains, specialty stores, online)?
  4. Evaluate Apex’s current channel strategy. What would Apex give up by changing course, and what do they stand to gain? Should they fix the channel—or forsake it?
  5. Briefly outline a strategic marketing plan for Apex Ski Boots (working within the confines of their limited budget). Where and how would you spend the money to maximize potential sales and increase diffusion? What is a reasonable goal you might expect to reach with the plan you’ve proposed?

Sample Solution

understudies. Given the expected worth of such figures propelling scholastic achievement and hence impacting results like maintenance, wearing down, and graduation rates, research is justified as it might give understanding into non-mental techniques that could be of possible benefit to this populace (Lamm, 2000) . Part I: INTRODUCTION TO THE STUDY Introduction The country is encountering a basic lack of medical care suppliers, a deficiency that is supposed to increment in the following five years, similarly as the biggest populace in our country’s set of experiences arrives at the age when expanded clinical consideration is essential (Pike, 2002). Staffing of emergency clinics, centers, and nursing homes is more basic than any time in recent memory as the enormous quantities of ‘people born after WW2’s start to understand the requirement for more continuous clinical mediation and long haul care. Interest in turning into a medical caretaker has disappeared as of late, presumably because of the historical bac>

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understudies. Given the expected worth of such figures propelling scholastic achievement and hence impacting results like maintenance, wearing down, and graduation rates, research is justified as it might give understanding into non-mental techniques that could be of possible benefit to this populace (Lamm, 2000) . Part I: INTRODUCTION TO THE STUDY Introduction The country is encountering a basic lack of medical care suppliers, a deficiency that is supposed to increment in the following five years, similarly as the biggest populace in our country’s set of experiences arrives at the age when expanded clinical consideration is essential (Pike, 2002). Staffing of emergency clinics, centers, and nursing homes is more basic than any time in recent memory as the enormous quantities of ‘people born after WW2’s start to understand the requirement for more continuous clinical mediation and long haul care. Interest in turning into a medical caretaker has disappeared as of late, presumably because of the historical bac>

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