Case Analysis: Hurricane Island Outward Bound School
PURPOSE OF THE REPORT
Hurricane Island Outward Bound goals for 1987 were:
* Continued growth
* Financial stability
To realize this, Mr. Chin is determined to deliver three marketing objectives:
* 2,700 students
* 47, 800 Student Program Days (SPD)
* $3.4 million in revenues
Mr. Chin has developed four marketing proposals for 1987. The purpose of this analysis is to:
* Evaluate the strength and weaknesses of each proposal
* Recommend what plan should be adopted, rejected, or modified and adopted
* Determine the best marketing mix with respect to the marketing budget
Through 1985, the school had never broken even on operating basis (TR
RECOMMENDATION
* Expand the program to allow more individuals to attend the course during the peak season and off-peak season.
* Increase sales by altering the pricing strategies of programs that are full to increase their revenue.
Market Street
Market Square, Enniscorthy
The 4 P's for a good Politiv of Marketing-Mix* Improve off-season enrollment by using the marketing mix that targets a different marketing segment that will be able to attend the courses.
ANALYSIS
Market Size: Colorado and HIOB controlled approximately 70% of the market
Market Segmentation:
Demographic
* 14- to19-year-olds
* 20- to 35-year olds
Geographic
* Northeastern United States
- six New England States
- New York
* Mid-Atlantic States (New Jersey, Pennsylvania, Delaware, Maryland), and Florida
Buying Groups (within the demographic and geographic markets)
* high school and college students
* "juniors (ages 14 and 15)
* Municipal and agency contacts (for special programs)
* Young professionals
* Corporations
* Hurricane course alumni
Product:
Hurricane Island Outward Bound is a nonprofit school that offers experiential education in the United States. The school is focused on creating, staging and marketing experiences.
Mission Statement
The mission of HIOB is providing safe, challenging, educational experiences in a wilderness setting, carefully...