IFM

Aspen Skiing Company (ASC)

CASE ANALYSIS

Done by : Hari Priya V HP22MGM0100033

Sai Karthik- HP22MGMT0100136
Madhav - HP22MGMT0100148
Deepika- HP22MGMT0100250
Surya - HP22MGMT0100274
Likhith HP22MGMT0100307
 CONTENT

01 02 03 04 05
Inroduction Problem Analysis Objectives SWOT
identification

06 07 08 09 10
PESTEL Porters 5 Forces Strategy Recommendaions & Conclusion
Action Plan
 INTRODUCTION

• Industry Leader: Re nowned for its ski re sorts and dedica tion to
environmental responsibility, ASC is a le ader in sustainable tourism.
• Evolution of Pra ctic es: Founde d in 1946, ASC has continuously
implemented initiative s to minimize its e nvironmenta l impact.
• Focus on Transparency: Openly disclosing environme ntal impa cts and
improveme nt efforts is a core value for ASC.
• Employee Engage ment: ASC fosters a culture of ec o-consciousness within
its workforc e through incentives and the Environment Foundation.
• Luxury Mee ts Sustaina bility: The company aligns its brand message of
luxury with responsible environmental practices.
• Challenges and Opportunities: This case explores the challenges and
opportunities ASC fa ces, including compe tition and the de cision to join
the Klee cut boycott.
 PROBLEM IDENTIFCATION

Primary Issue: Kleercut Boycott Decision

• ForestEthics Campaign
• Sourcing Practices Concern
• Dilemma Faced by ASC
• Risk Assessment
• Alignment with Values
ANALYSIS

• Environmental Initiatives
• Employee Engagement
• Transparency and Accountability
• Competitive Landscape
• Strategic Challenges
OBJECTIVES
• Awareness of Environmental Initiatives
• Engagement with Sustainability Efforts
• Advocacy for Environmental Conservation
• Measurement of Communication Impact
• Visibility of Environmental Initiatives
 SWOT
• Strong commitment to environmental sustainability.
• Leadership position in ski industry for sustainability initiatives.
• Innovative employee engagement programs.
STRENGTHS • Transparent reporting on environmental impacts and progress.

• Potential risks associated with participating in environmental campaigns.

• Challenges in ensuring supply chain sustainability.
WEAKNESS
• Concerns over accusations of greenwashing.

• Enhanced brand reputation and differentiation through sustainability efforts.

• Attracting environmentally conscious customers.
OPPORTUNITIES
• Driving industry-wide sustainability initiatives through partnerships.

• Competition from other ski resorts with similar sustainability initiatives.

• Negative media scrutiny regarding ASC's environmental practices.
THREATS • Regulatory challenges in the ski industry related to environmental policies.
 Economical Technology Legal
• Ec onomic downt urns i mpac t ing • Adva nc e s in snowma ki ng t ec hnol ogy a nd • Compl iance wit h envi ronment al
di sc re ti ona ry spe ndi ng on l e isure re ne wa bl e e ne rgy soluti ons i mpa c ting regul ati ons and pot enti al legal
a c ti vi tie s l ike skii ng. ope ra t iona l e ffi ci e nc y a nd e nvironmenta l implicat ions of parti cipat ing in
• Opportunit ie s for re ve nue growth susta i na bi li ty. environment al campaigns.
through e co-tourism initi a ti ve s. • Di git a l ma rke ti ng a dvanc e me nt s for promot ing • Land use regul ati ons and permi tt ing
susta i na bi li ty i nit ia t ive s a nd e nga gi ng processes affecti ng ASC's expansion and
c ust ome rs. devel opment plans.

P E S T E L
Political Social Environmental
• Re gul a tory c hal le nge s re la te d t o • Growi ng c onsume r a wa re ne ss a nd • Cli ma t e c ha nge impact s on snowfall
e nvironme nt a l c onse rvati on poli ci e s de ma nd for e nvironme nt a ll y pa t te rns a nd na tural resources, posi ng
a nd l a nd use re gula ti ons. susta i na bl e pra c t ic e s i n the tourism c ha l le nges for ski resort operati ons.
• Gove rnment inc e nti ve s or subsi die s industry. • Opportunit ie s for ASC to mi ti gate it s
for e c o-frie ndl y init ia t ive s. • Cha nging de mogra phi c s a nd e nvironme nt a l impact and promot e
pre fe re nc e s of ski re sort vi sit ors. c onse rva ti on e ffort s.
 PORTER’S FIVE FORCES
01
Threat of New Entrants
• Moderate, given the high barriers to
entry in the ski resort industry,
including capital requirements and
regulatory hurdles.
• Existing resorts have established
brand reputation and customer
loyalty.
03
Bargaining Power of Suppliers
• Moderate, with ASC's ability to negotiate
favorable terms with suppliers but also facing
pressure from environmental organizations
regarding sourcing practices.
• ASC may leverage its purchasing power to
promote sustainable sourcing practices.
02
Bargaining Power of Buyers
• High, as customers have various options
for ski resorts and can easily switch based
on factors like pricing and amenities.
• ASC needs to continually enhance
customer experience to maintain loyalty.
04 05
Threat of Substitutes Competitive Rivalry
• Low to moderate, as there are limited • High, with competition from other ski
substitutes for ski resorts, but resorts in the Aspen area and beyond,
alternative leisure activities could leading to price competition and
impact demand. differentiation strategies.
• ASC can focus on unique experiences • ASC must continuously innovate and
and environmental sustainability to differentiate to maintain its
differentiate from substitutes. competitive edge.
 Strategies

Strategy 1: Report Progress on Environmental Initiatives

Strategy 2: Educate Customers through Reclaimed Art

Installations

Strategy 3: Multimedia Education and Distribution

Recommendations:
1. Continued Investment in Environmental
Sustainability
2. Strengthening Employee Engagement
Programs
3. Enhanced Transparency and
Communication
4. Strategic Partnerships with Environmental
Organizations

Action Plan:
1. Environmental Sustainability
2. Employee Engagement
3. Transparency and Communication
4. Strategic Partnerships
 CONCLUSION
Aspen Skiing Company (ASC) stands as a beacon of environmental
stewardship within the ski industry, demonstrating a steadfast
commitment to sustainability through innovative initiatives and
transparent practices. By engaging both employees and customers,
ASC has effectively aligned its brand with environmental activism
and positioned itself as a leader in eco-friendly practices. Moving
forward, continued investment in renewable energy, employee
engagement, transparency, and strategic partnerships will be
essential for ASC to maintain its leadership in environmental
stewardship and further contribute to conservation efforts. ASC's
journey serves as a compelling example of the positive impact that
businesses can have on the environment and the community when
sustainability is prioritized in their operations
THANK YOU