CIMA
Second Case Analysis Assignment for Advanced Marketing – Cima Mountaineering, Inc. ... 14, 2003 Strategic Issues and Problems Cima Mountaineering, Inc. (hereafter referred as “Cima”) was a mountaineering and hiking boot manufacturer in United States. ... Cima kept on steady growth on sales and profits during the past five years, and by most measures, the company was successful. ... To address the competition and market opportunities, Margaret Simon, the President of Cima, favored a strategy of diversifying the company by marketing a new line of boots for the less experienced, weekend hiker, while, Anthony Simon, the Executive Vice President and Margaret’s brother, supported expanding the existing lines of boots for mountaineers and hikers. Since Cima did not have the time and resources to implement both strategies, Margaret and Anthony had to make a thoughtful choice. ... Cima Moutaineering Financial and Marketing Situation Cima’s financial statement indicates: • Continuous growth with declining rate as shown in Figure 1 in Exhibit. ... Cima market position and strategy indicates: Strengths • Strong brand image. Cima boots were positioned as the best available for their intended purpose. ... Cima only targeted Mountaineers and Serious Hikers segments of market, which was just 22% of the whole hiking boot market and not perceived to have high growth perspective. ... Cima only provided 3 styles in Mountaineers while its competitors provided 3. ... For Serious Hikers, Cima had 5 styles, much lower than its competitors’ average 15.