Hurricane Island Outward Bound School Case
The paper starts with a consideration of the current position of Hurricane Island Outward Bound School (Hurricane) - Maine location of an international organization with 30 schools around the world - and their marketing activities vs. organizational culture, the threats and opportunities they face, the impact of political and regulatory controls, economic influences social influences, competitive forces and technological factors. The paper then looks at how marketing should take place to maintain the schools values, use the core competences, maximize the use of resources and keep stakeholders happy.
Outward Bound is a program that challenges people of all ages, skill level and backgrounds to move beyond their traditional 'comfort zones' to challenge themselves physically and emotionally to discover positive qualities about themselves of which they previously were unaware. There appear to be many more people who could benefit from Outward Bound USA's programs than will be able to join any course based on personally prohibitive cost. The paper recommends that the School stress the availability of scholarship money more strongly that it currently does.
Hurricane Island is the leader of the Outward Bound system, has 3,700 students (70,000 SPD) and sells a variety of courses (over 50 at any of 13 sites in Maine, Florida, New York, New Hampshire and Maryland), being specialized in sea area, for two main segments:
- specific groups (Vietnam veterans, handicapped youth, juvenile delinquents, substance abusers) often through government agencies (special programs);
- public courses ¡V targeting all other students except specific groups, divided into four segments by location and activity ¡V Maine Sea, Florida Sea, Winter Land, Summer Land.
Customers, as defined by 1986 marketing plan, are:
- high school and college students;
- juniors (age 14 and 15);
- municipal and agency contacts (for special programs);
- unprivileged and minority groups;
- young professionals;
- corporations;
- PDP ¡V groups of managers.
Target groups are:
- demographically ¡V 14 to 19 year olds as primary and 20 to 35 year olds as secondary targets;
- geographically ¡V northeastern US (six New England states and New York) and, as second priority ¡V mid-Atlantic states plus Florida.
Hurricane competition in the US is defined by:
- other Outward Bound schools in the US, especially Colorado (which enrolled the most students);
- summer camps for juniors;
- vacation, summer job, and other wilderness experience organizations beckoned college students;
- other ¡§classic¡¨ and ¡§wild¡¨ corporate trainings for corporations, including in-house ones;
- other sailing companies, US Coast Guard;
- other companies providing services to managers;
- other companies providing similar services for specific groups, having good connections at governmental agencies level;
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
services finding out that they may need community care services. They do not have to make a
Many of Federal Way's alternative high schools or high school programs are actually schools within the Federal Way Public School System. The city also has private schools, special education schools and religious schools but they are not designated as alternative schools. Students in Federal Way have many options when it comes to education.
National Hurricane Center. National Oceanic and Atmospheric Association, 1 Dec. 2009. Web. 19 Feb. 2010. .
State and Community Scholarships: You can approach the local community and state owned institutions to g...
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• Establish a relationship with partnering organization with similar business philosophies and client base we would like to collaborate with for programs, events or services.
and 17. This age group surpassed the 18 - 24-year-old group in the early 2000's
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