" Last Name 1First and Last NameProfessorClassBurton Snowboard Company Case StudyOn Pricinga.Value-based pricing adopts buyer’s perception of the value of a product or service inpricing. This pricing strategy combines quality and service at a fair price which results in goodvalue. The value-added features and services differentiate it from other strategies resulting inhigher prices of the product (Coate 232).Strength: In value-based pricing, a company sets high prices which attract buyers because of theadded benefits or value. In addition, afirm that employs this strategy enjoys high profit per item.Value based pricing focuses on customer’s needs which often leads to satisfied clients. Happycustomers mean repeat business.Weakness:Value-based pricing can discourage customers who only look at the price whendeciding what to purchase.Cost-based pricing:This strategy sets prices based on production costs, distribution and sellingcosts. The price is also inclusive of a fair return for the effort and risk. Last Name 2Strength: Cost- based pricing is highly adopted in mass production and for markets competingfor the price. This pricing strategy attracts clients looking for inexpensive products or servicesWeakness: This strategy, however, ignores market positioning and image. Additionally, hiddencosts are usually forgotten. Therefore, real profit per sale is lower than stated. Cost-based pricingfocuses more on needs of the company rather than clients.b. Burton Snowboard prices their products through value-based pricing. This firm hasmanaged to generate demand by providing quality yet the limited quantity of their free supplies.Burton’s scarcity strategy approach makes clients spend a significant amount of money just tobuy the product assuming there will be a shortage.The high-level quality of their products allowsthem to set their prices higher than regular snowboard companies, making Burton the pricemaker of the snowboarding market. For Burton, this is effective because while leading thesnowboarding industry by use of quality, brand image, and technology that has been built overthe years; Burton Snowboards has a strong competitive advantage over it is competitors andtherefore commands the highest price points. Cost-based pricing for Burton will mean being onthe same level with competitors. i. Skimming entails setting a high price for a new product or service to collect maximumrevenue from customers willing to pay the price. The concept behind skimming is to sell few yethighly profitable goods and services.On the other hand, penetrating involves setting productsand services at lower prices compared to the market price to attract a large number ofclients.Burton Inc uses skimming strategy in its price. The firm has successfully managed to sethigh prices for their free supplies since they have a significant competitive advantage over theirLast Name 3competitors. Burton snowboard used the skimming price strategy to capture the snowboardpioneers. The early users of the snowboards are the easy market targets since their need of theproduct is greater than others. They also understand the value of the free supplies better. Burtonsskimming strategy works for them since the snowboard market is big. Additional Burtons have acertain uniqueness, and that makes their products on high- demand. Burton Snowboardscompany thus does not have to lower their prices to capture the market since they can make aprofit from their already loyal clients.On Distributiona.Vertical marketing system (VMS) has the major members of the distribution channel – These include wholesalers, Producers, and retailers who work as one system to satisfy customerneeds. An individual member may own the others or have influence over the others that they allcooperate. The distribution channel members work under a leadership system (Vergeer 268).In Horizontal marketing system, two or more companies at the same level of the distributionchannel join to increase business for both firms working as a partnership system.i.Burtons’ sporting products are easily and readily available to customers due to theirproper distribution strategy. By adopting vertical marketing system, Burton has successfullymanaged to select strategic retail outlets for the purpose of distributing their products to theirconsumers. Additionally, this firm has a system of carefully selecting intermediaries whodistribute their products to target clients b. Last Name 4 Burtons Snowboard continues to thrive because of its direct distribution channel to theircustomers. This firm has limited the number of intermediaries by having their products shippedto specific details that supply to their target clients. Also, Burton has an order delivering anetwork that makes interaction with customers possible.Strength: Burton’s direct forms of distribution of products to their clients has made theminteract and satisfy the needs of their customers more effectivelyWeakness: Burton's interactive network of distribution has challenges handling overduepurchase orders during the pay processi. In addition to Burton's restriction of Intermediaries numbers, this firm can cut even moreadditional cost while still providing product value by limiting the number of brick –and- mortarretail outlets operated and have more online Stores that cost lesser in operation. On Promotiona. ? Advertising- With Burton, their strong customer loyalty has shaped their way ofadvertisement. Burton only has few or little advertising on their mobile app orwebsites ? Sales promotion- Burton Snowboards strives to produce high-quality outdoorproducts even if it translates to high prices. The quality of their items generateshigh-demand of goods that are easy to purchase.? Personal selling- Burton has Gold and premium star membership which gives itscustomers free offers on special occasions. For instance, special promotions andbirthdays.Last Name 5? Public Relations-Burtons also strives to have a business friendly interaction withtheir clients and employees. The company’s culture treats their workers as part ofa large family or a team ? Direct marketing- Burton's direct marketing as a promotion tool enables the solidbuild key relationships with customers and also save time and money. b.Studies indicate that there is an increasing number of individuals globally getting intosnowboarding sports. These leveraged sales approach will enhance Burton’s sales strategy bymaintaining its position as the pioneer brand in developing appropriate products and also byenabling Burton to develop learning gears that meet the growing demand. c. Brand vision: Burton purposes to reinvent snowboarding by pioneering concepts and standards.Additionally, this firm aims to endorse eccentricity, and most importantly provide quality toolsand equipment that guarantee comfort and progress.Brand Personality: Burton personality brand ‘No board like a Burton Snowboard’ has managedto defeat rival snow companies. Burton also has incorporated the spirit of sport in its products.Brand Positioning- Burton's brand image has over years managed to stay on top of rival firmsdue to its simplicity and incorporation of innovative ideas.d. i. Pull from Berger’s Contagious to further support your discussion.A great way for firms to build a reputation is through public relations. Also, arighttrigger, for instance, gets a new brand to stick in individual’s minds. Creating a trigger isthus important. Public relations can get brands stuck on minds of clients. For Burtons, however,Last Name 6the advertisement is not as vital since the firm already has satisfied loyal customers who offerrepeat business.On the Global Marketplacea. i. No. Multi- National Corporations have proven to remain absolute now, more than before.It is because recognized brand images such as Burton, Coca-Cola, and Nike continue tosell their products globally. Additionally, the cost of supplying the products is not thesame in each country while the demand for their products remains the same around theglobe. Therefore, this means they may charge higher for the same products.ii.Yes. It is to be noted that Technology boosts productivity but at lower costs. Consumersprefer comfortability, and Burton has adopted technology to provide comfort in their gears but atreducing costs. The technological environment is constantly changing, and Burton hasincorporated innovation in their production.iii.Burtons Snowboards is a major global trend, and yet people pay over the standard pricefor outdoor products because of the additional features it provides. However, it is also to benoted that Burton Snowboards plays a vital role in making economic decisions since it decideson the different product price in the global market.b. i.Pull from Holt etal. How Global Brands Compete to support your discussion further.Last Name 7For Burton, globalization has proved a challenge in recognizing consumer perception towardstheir products. This company and others should, therefore, view the issue in cultural terms tounderstand how consumers perceive global brands. Additionally, globalization opened Burton Snowboard to international business. Thiscreated them opportunities to sell their high-quality sports gear around the globe for instance inChina and Brazil. Burtons can take on more social responsibilities with a view to creating astrong Multinational public image to strengthen its global position. Last Name 8Works CitedCoate, Malcolm B. "Unilateral Effects Analysis in Merger Review: Limits andOpportunities." European Competition Journal. 10.2 (2014): 231-252. Print.Vergeer, Robert, and Alfred Kleinknecht. "Do Labour Market Reforms Reduce LabourProductivity Growth? A Panel Data Analysis of 20 Oecd Countries (1960- 2004)."International Labour Review. 153.3 (2014). Print. "