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boa Order Description Boa Technology Assignment •Please answer the two questions below. The answers for must be completed in two pages or less (total), single-spaced, double space between paragraphs. ?What are your recommendations for Garett Graubins’ 2015 U.S. marketing plan? Be specific about which market (B2B, B2I, and/or B2I) you recommend and the 2-3 summits (product categories) deserving the most attention. Offer specific ideas about how to approach that market. [Clarification on 11-14: You are expected to provide justification for your recommendation and implementation plan.] ?Whether you recommend building a brand with consumers or not, use two creative idea generation techniques and generate five low-cost, grassroots ideas that would help Boa build a brand in one of its product categories. 08 Fall $ Boa Technology – Marketing An Ingredient Joe Cannon, Professor of Marketing Colorado Stat e University Colorado State University, College of Business, Multimedia Case Series #2014 - 01 ! 2 $ Boa$Technology:$ Marketing $ an$ Ingredient 1 $ Gar et t ' Graubins,' Global'Marketing'Director ' for'Boa'Technology'sat' in'the ' Front'Range ' Conference'room'at'Boa'Technology ' (referred'to' most'frequently'as'simply'“Boa”) .'He'was'preparing'to'meet'with' his'seven I member'marketing'team'to'discuss'Boa’s'marketing' program'for'2015.'In'less'than'a'month'Graubins'would'have'to'pull' together'his' recom mendations.' The'team' would'be' debating'questions' around'target' markets'and'whether' Boa'needed'to'more' aggressively'promote' the'Boa'brand'with' end I users.' ' Boa'began' in'the'late' 1990s' with'an' entrepreneur'seeking' a'better'way'to'“lace' up”'snowboard'boots'and ' hockey'skates. ' I n'business'for' nearly' 15' yea rs,'Boa'has ' grown'quickly ' – ' having'sold'more'than' 70 ' million'of' its'reel'and'wire'closure'syst ems ' in'that'time'and'more'than'18 ' 1 ' This'case'was' prepared' by' Joe ' Cannon,'Professor'of'Marketing'at'Colorado'State' University'with'research'assistance'from'Conor'Blanchet. ' Cale'Rogers'handled' multimedia'production.' The'authors'thank' Garett ' Graubins,'Mark'Soderberg,'Chuck' Mason,'and'Ilya'Minkin'for'interviews'that'aided' in ' case'development ' and' Boa' Technology'for'sharing' some'of'the' video'content .' The'case'was'developed'as'a' basis'for'class'discussion,'not'as'an'illustration'of'effective'or'ineffective' management ' and'should'not'be'used'as'a'source'of'primary'data .'Some'dat a'in'the' case'has'been'modified'for'reasons'of'confidentiality. ' million'in'the'last'year.' The'Boa'Closure'System'is'an'ingredient' used'in'other'pro ducts.'Boa'sells'its'closure'systems'to'more'th an' 1 5 0'leading'premium'brands ' worldwide .'These'b rand'partners'are' mostly'in'various'footwear'categories.'For'example,'Burton,' FootJoy,' and' Specialized'use'the'Boa'Closure'System'on'select'styles' of ' its ' snowboard'boots ,' golf'shoes ,'and' cycling'shoes , ' respectively, ' and'Boa'collaborates'with'these'brand'partners'to'help'each' integrate' the' Boa'Closure'System'into'these'products'as'a' replaceme nt'for'shoe'laces,'buckles,'or'V elcro's traps.' ' In'the'U.S.,'almost'all'o f'Boa’s'marketing'efforts'focus'on'building' relationships'with'brand'partners.'Using'a'consultative'selling' approach,'the'company’s'sales'force'helps'brand'partners'with' designing'higher'quality'products.'Graubins'wonders'if'it'is'time'to' build'the'Boa'bra nd'with' some'consumer'segments. ' Graubins'and'his'team'have'long'admired'how'some'“ingredient' brands”'have'built'strong'brand'equity'with'consumers.'Brands'like' Gore I Tex ' (waterproof'fabric),' Intel ' (and'its'iconic'“Intel'Inside”' campaign'for'computer'chips),' Shimano ' (cycling'c omponents),'and' Nutrasweet ' (artificial'sweetener)'are'well'known'by'consumers' II ' even'though'each'is' usually'purchased'as ' a' component ' in'another' brand.'Many'consumers'know'and'trust'the'Gore I Tex'name' II ' and' see k'it'out'when'shopping'for'waterproof'jackets'or'shoes.'When' buying'a'new'bike,'the'Shimano'name'on'a'derailleur' (used'in' shifting ' gears )' can'be'another'sign'of'quality.'That'kind'of'brand' equity'helped'these'brands'stave'off'competition'and'offered' power' in'negotiations'with'partners. ' ' ' Two$Boa$Closure$System$dials$on$a$Louis$Garneau$cycling$shoe. $ ! 3 ' Boa' success fully'built' consumer' awareness'for'the'Boa'Closure' System' among'hikers ,'walkers, ' and'golfers' in'a'few'select'Asian' markets.'But' creating ' similar'awareness'in'the'United'States'would' be'expensive' – ' and'risky.' Gr aubins'thought'a'strong'brand'at'the' consumer'level'might'help'Boa'grow'faster ' and'hold'off' competition .' He ' also' wondered'whether' it'might'be' a'better'ide a ' to ' concentrat e' efforts'at'the'retail'level.'In'the'product'categories' where'Boa'operated,'retailers' are'often'strong'influences'on' consumer'choice.'Could'Boa'increase'its'training'of'retail' salespeople'on'its'closure'systems?'Boa'might'develop'better'point I of I purchase'materials'retailers'could'use'to'highlight'Boa’s'benefits . ' Or'was'it'too'soon'for'Boa't o'engage'in'this'type'of'strategy ?' P erhaps'the'best'option' would'be ' to'continue'the'efforts'at'the' brand'partner' and'trade' level.' ' As'Graubins'prepared'for'his'meeting'he'considered'how'the'Boa' brand'had'evolved'in'the'last'decade,'he'reviewed'market'resea rch,' and'he'thought'about'how'Boa’s'CEO,'CFO,'and'VP'of'Sales'and' Marketing'might'think'about'more'aggressively'targeting' consumers.'He'knew'that'many'were'comfortable'with'the'current' approach' I ' it'was'working'and'the'company'was'growing'fast.'He' also' kne w'that'some'in'the'company'wouldn’t'want'to'do'anything' to'take'attention'away'from'potentially'large'emerging' opportunities'in'the' medical'device s ,' safety/utility'footwear ,'and' athletic'shoe ' product I markets. ' The$ “ Boa$Lacing$System ” $ is$Born$ $ After'selling'a'successful' medical'device'company,'entrepreneur' Gary'Hammerslag'moved'to'Steamboat'Springs,'Colorado'where'he' enjoyed'snowboarding'and'watching'his'kids'play'hocke y.' Hammerslag'was'a ' natural'inventor ;'when'he'saw'a'problem'he' tried'to'solve'it.' He'soon're cognized' tha t'shoelaces'were'a'poor' solution'for'tightenin g'snowboard'boots ' and'ice'hockey'skates.' Laces'didn’t'stay'tight'and'often'came'undone'with'intense'physical' activity.' Re I tying'laces'required'stopping'the'activity'and'taking'off' gloves'to'complete'the'task.'P roblems'were'opportunities'for' Hammerslag.'His'tinkering'eventually'lead'to'the'Boa'Lacing'System,' a'novel'combination'of'steel'wire,'eyelets'and'small'reel'than'evenly' tightens'the'wire'as'the ' reel'turns. 2 ' The'video'shows'how'it'works' today' – ' which'is'not ' that'different'from'what'Hammerslag' de veloped'almost'two'decades'ago. ' 2 ' “The'Culture'of'Your'Business'Gary'Hammerslag' – ' Boa'Technology,”' My#New# Enterprise ,' retrieved'November'1,'2014.'' https://mynewenterprise.com/bt_hammerslag_culture.php ' PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT :)