Target Market Selection and Marketing Strategy: The Colorado Downhill Skiing Industry

Abstract

The purpose of this research is to present a method of target market selection developed for the downhill skiing industry of Colorado. A two-dimensional system for strategically classifying alternative markets on the basis of existing sales and incremental sales potential is proposed. Using a regression model of Colorado ski visitation, the 205 nonresident areas of dominant influence (ADIs) in the continental United States are classified.