Blue Mountain Reflection

MGMC01H3 Lec#01

Weekly Relfction #8

Man (Yico) Hu 1000005077

        In today’s class, we talked about the Blue Mountain Resort’s case. The main problem for them is to decide whether they should install the night skiing program or not. If they do so, there are two other decisions they need to make as following: 1) price for single-lifted ticket and season passes 2) locations such as where to install. After analyzing the data provided by the case, I strongly recommend Blue Mountain to install the program because it gives them the chance to earn more profit and have the opportunity to attract more consumers.

        However, there are some issues related to the sample. Firstly, the sample is too small so that it cannot fully represent the whole consumer group. Secondly, the overall survey is an ongoing research, which Blue Mountain is doing it every year. The most recent data is from 1977-1978. It might not perfectly represent the company’s current situation and the current customer base. Moreover, the estimated intention is not a perfect reflector of future purchasing rate. Since the respondents have no idea of how the actual night skiing area or the experience will be, there exists discrepancy between the anticipated purchasing rate and the real rate. Lastly, the sample is not that representative so it cannot give the accurate number to estimate the potential consumers. Therefore, Blue Mountain should conduct more specific research to ensure the sample is good enough and install the program.