Drowling Mountain

It was August 2011 and Martin Cartier, senior board member, was beginning to feel the pressure of Drowling Mountain’s 2010 general meeting that was coming up in two months. Drowling Mountain had historically been the ski resort of choice for the local residents of Syracuse, New York. However, the company had recorded losses for the past two years. At last year’s annual general meeting, Cartier explicitly stated that he would bring the company to sustainable operations. He felt personally responsible for the company’s struggles since he was the longest serving member on the board. Management had been keen on developing a new marketing plan focused on increasing sales and new pricing schemes, but Cartier thought an advance meeting to discuss the plan with select board members would be advantageous. Cartier held significant influence in the meeting coming up in October, and any recommendations that he made were likely to determine the future success of the company.