PROBLEM DEFINITION
Lots of companies are making skis – marketing the brand and creating a niche identity in the marketplace poses many obstacles.
Because:
Creating a ski in the marketplace that satisfies the needs of a backcountry skier has become vital in the marketplace. This is why every ski company now has there own line of backcountry skis. There isn't a company that says we make skis for the avid backcountry skier – but there needs to be. People are waiting patiently.
This is where skiing is headed. People aren't just looking to put skis on, get on a lift and go down back to their resort. People want an outdoor experience, away from all of the fuss. That is why backcountry skiing is gaining massive popularity.
https://www.ispo.com/en/trends/ski-touring-trend-skiers-are-driven-need-fitness-training-and-nature-experience-winter
https://www.forbes.com/sites/allisonolms/2018/03/24/why-you-should-try-skiings-hottest-trend/#46d2ff96dbb7
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