Marketing & Business Development Dilemmas

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Sierra Nevada has got everything which is needed to be a profitable ski area. It counts with long seasons under good snow conditions and favorable weather. A reasonable skiable area of over 100kms, nearly 800.000 skier visits, proximity to large urban areas and the charming city of Granada with never ending cultural, gastronomic and entertainment possibilities. Notwithstanding, they have a heavy debt with poor customer satisfaction and brand equity rates. The fact of not having neighboring competitors seems to have a more harmful than good impact. A turn towards a real customer centric approach is very much needed. The whole organization must see through skier’s eyes and understand what are the motivations and expectations of those who pay their salary. The lost trust has to be rebuilt with no further delay. A back to basic attitude will be the starting point: an enjoyable experience in the mountain delivered by kind staff.

The Marketing of a Ski & Mountain Area

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***English below*** En el marco de mi especialización en marketing deportivo en Suiza, desarrollo un proyecto que persigue mejorar el enfoque de marketing y comercialización de las estaciones de esquí. El caso de Sierra Nevada sirve como ilustración. Antes de hacer propuestas concretas de actuación, se estima conveniente conocer la opinión y percepción que los usuarios tienen de la estación de esquí, así como recoger la diversidad y complejidad de expectativas y preocupaciones de los mismos. Ese es el objetivo del estudio cualitativo que se distribuye entre distintos perfiles de usuarios a mediados de febrero de 2016. Las aportaciones realizadas se presentan en este documento y se comparten con los participantes que lo han solicitado, sin entrar en valoraciones. El resultado final es un documento mucho más amplio que recoge 100 aspectos a tener en cuenta. Éstas aportaciones se van a cruzar con otro estudio dirigido a profesionales de la gestión de distintas estaciones en España, Francia, Suiza, Italia, Austria, Alemania y Estados Unidos. Ambos estudios, a su vez, se mezclarán con datos disponibles en fuentes secundarias. El resultado nos dará una imagen interesante del sector y la situación particular que nos ocupa. A partir de ahí se diseñará una estrategia con acciones concretas y controles recomendados en aras de mejorar el mix de marketing de Sierra Nevada. After several years working on marketing for different industries, I am following a specialisation in marketing & sports in Switzerland. As part of that program, I am working on a project addressed to improve the marketing focus and commercialization of ski resorts. The objective is to know the opinion and perception that users have of ski & mountain areas globally, collect the diversity and complexity of expectations and concerns of users and ultimately improve efficiency in decision-making and marketing actions. The case of Sierra Nevada serves as illustration This infographic slide shows some of the outcomes of the questionnaire answered by users of the Sierra Nevada ski area in Spain. The final result is a broader frame of work with a 100 different aspects to take into consideration. These aspects will be crossed with a second questionnaire sent to professionals of ski areas in Europe and USA. All that, again, crossed with secondary sources of information. The final outcome should give us a proper image of the sector and provide a reasonable scope of action to improve the marketing mix of a given ski area.

Sierra Nevada Cuestionario Clientes - Customer survey 2016. Infografia- Infog...

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Manuel has been involved in different industries such as Air Cargo, Agro Food, Hospitality or Education. He speaks English, French and Spanish and he has designed and executed marketing & business development plans for different sectors, markets and economic contexts. He brings on an entrepreneurial spirit, relation building skills and international exposure. He is a professional with strong work ethic and sound business acumen, fully identified with the values of integrity, respect, collaboration, innovation and effectiveness. He earned a bachelor degree in Business Management from the University of Derby and a Master in Business Administration from ESIC. At present he is following a Sports Marketing specialization at SAWI in Switzerland.

CV Marketing & Business Development J.Manuel Velazquez Balderas

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Looking after the basics. Marketing and Business Development Dilemmas

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IS DISCOURAGING YOU FROM BUYING A SUSTAINABLE STRATEGY?

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Will Big Data replace Human Decisions? Big Data has permeated every industry. There’s no denying it. From the way our food is grown to scoring the perfect airline seat, someone somewhere has strung together an algorithm that calculates efficiencies to get us closer to what we want. ..but is still human-decision continuing to dominate the game? Remember that fantastic movie Moneyball starring Brad Pitt? The 2011 film based on Michael Lewis’ book told the story of the Oakland Athletics’ pioneering use of scientific principles and maths to win at baseball. Both the book and film spurred a fair bit of speculation about whether sports managers could eventually be ousted by Big Data and technology. Now almost every big sports team has someone doing the analytics and feeding into strategy for that competitive edge. In the lead-up to the preparation for the 2011 World Cup All Blacks’ assistant coach Wayne Smith and statistician Alistair Rogers uncovered a bunch of fine details about how to deploy their players from diving into data. I’ll admit that even though I’d like the winning streak of my favorite teams to be more predictable, sport itself would be terribly boring if it were reduced to numbers. Human-decision continues to dominate the game, as Tomas Chamorro-Premuzic explains in a recent article on The Guardian. First, data will only give you the numbers. Interpretation of those numbers requires intuition; intuition that only humans have as a result of expertise and experience. Data can help refine our intuition, but on its own it remains trivial. Second, humans have emotions. A coach can provide leadership, empathy and recognition, and can make athletes want to run faster and jump higher. Data can’t lead. It can help diagnose problems, but it can’t fix them. It certainly can’t make you want to fix them. Finally, humans are charmingly unpredictable. Data can help us make better predictions, but it will not make humans more predictable than they already are. Unpredictability makes sports exciting. It’s the thrill of it. Source: KR Connect, Blog of Kevin Roberts, CEO Saatchi&Saatchi

Marketing & Business Development Dilemmas

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Feliz Navidad - Merry Christmas - Joyeux Noël

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Marketing & Business Development Dilemmas - Global vs Local

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In order to thrive, SMEs must be equipped to contend in the new competitive arena. This requires them to take meaningful action on four fronts, with technology deeply embedded across all of them. The successful SME will: ■ Adopt a global mindset, whether preparing to grow into new markets or defend its home turf from international competitors; this requires changes in technology, culture, and strategy. ■ Focus on transformation, with a holistic view of change across the enterprise and strategy, including technology; for many firms, transformation is essential not just to growth but survival. ■ Deal with the human factors of skills, hiring, and culture, which touch on nearly every part of the business; technology offers some important ways to manage and optimize global people issues. ■ Plan for innovation and differentiation, keys to reaching the empowered customers and rising markets that define the new global economy; the winners will be those who stand out in a world of competitors. Oxford Economics - SAP, further details on: file:///C:/Users/Usuario/Downloads/how-successful-smes-are-reinventing-global-business%20(1).pdf

Marketing & Business Development Dilemmas - Does size matter in the Age of Now?

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Marketing & Business Development Dilemmas

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Marketing & Business Development Dilemmas

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Marketing y redes sociales ¿al rescate de nuestra empresa?

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Manuel has been involved in different industries such as Air Cargo, Agro Food, Hospitality or Education. He speaks English, French and Spanish and he has designed and executed marketing &business development plans for different sectors, markets and economic contexts. He brings on an entrepreneurial spirit, relation building skills and international exposure. He is a professional with strong work ethic and sound business acumen, fully identified with the values of integrity, respect, collaboration, innovation and effectiveness. He earned a bachelor degree in Business Management from the University of Derby and a Master in Business Administration from ESIC. At present he is taking the Sports Marketing Specialist Program at SAWI Lausanne.

CV Marketing & Business Development Sport Industry J.Manuel Velazquez Balderas

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PROGRAMA I JORNADAS GASTRONOMICAS DE LA CEREZA. GUEJAR SIERRA. JULIO 2011

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The Marketing of a Ski & Mountain Area

References

Sierra Nevada Cuestionario Clientes - Customer survey 2016. Infografia- Infog...

CV Marketing & Business Development J.Manuel Velazquez Balderas

Looking after the basics. Marketing and Business Development Dilemmas

IS DISCOURAGING YOU FROM BUYING A SUSTAINABLE STRATEGY?

Marketing & Business Development Dilemmas

Feliz Navidad - Merry Christmas - Joyeux Noël

Marketing & Business Development Dilemmas - Global vs Local

Marketing & Business Development Dilemmas - Does size matter in the Age of Now?

Marketing & Business Development Dilemmas

Marketing y redes sociales ¿al rescate de nuestra empresa?

CV Marketing & Business Development Sport Industry J.Manuel Velazquez Balderas

PROGRAMA I JORNADAS GASTRONOMICAS DE LA CEREZA. GUEJAR SIERRA. JULIO 2011

Marketing & Business Development Dilemmas

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