Hurricane
2524 mots
11 pages
The Case:Hurricane Island Outward Bound School
I/ Executive summary
Hurricane Island Outward Bound is going to be profitable for the first time in its history because of a rapid growing demand and a better management. Management has lead to the idea of marketing in order to increase attendance by teenager, corporate executives and people in need.
With the launch of the professional Development Program, with improved marketing strategies, and structures changes in the program, HIOB is expecting to become consistently profitable while benefiting to the society.
II/ Situation Analysis
A. Markets and current marketing strategies
Composition of the current target market segment:
- Special programs (veterans, youths with disabilities, juvenile delinquents, substance abusers)
- Public courses: students between 14 and 19 years old
A recently new segment of the market has been discovered for executives and managers. PDP has been successful in the past.
The company’s goal is to increase growth and reach financial stability with a focus on maintaining its leadership within National and reduce seasonality effects. Its mission is to provide safe, challenging educational experiences in a wilderness frame, carefully structured to improve self-esteem, self-reliance, concern for others, and care for the environment. Profit is not the only objective of this firm.
Let’s take a look at the currents marketing strategies:
Financially speaking, the company is based on charity and fundraising. Concerning the communication strategy, it’s in reality more publicity than big advertising campaign. The marketing tactic established in 1980 was based on group presentations by staff/faculty volunteers at others school when requested. Other strategies included direct mail marketing in which the school course catalog along with national’s course catalog. Later in 1986, HIOB created 4 strategic initiatives:
1) Segmenting markets: 14-19 year olds in