Hurriance Island Outward Bound School Case Analysis
1. Problem/Purpose of the Report:
Mr. Chin, Marketing director of Hurricane Island Outward Bound School (HIOB), developed four marketing plans in 1987 to achieve following goals:
Overall Goals: Continued growth and financial stability
Marketing Objectives: delivering 2,700 students, 47,800 Student Program Days (SPDs) and $3.4 million in revenues. Strategic Objectives: Maintain school leadership within the Outward Bound System and Build-off season business
The main problem is the implementation of marketing plans with limited budget. The purpose of this analysis: 1) to evaluate the strength and weaknesses of each marketing option 2).Recommend what option should be adopted, rejected, or modified and adopted.
2. Recommendations:
- Invest in Professional Development Programs (PDPs),
- Expand direct sales marketing and telemarketing.
- Provide variety and flexibility in PDPs and attract companies for PDPs in off-business.
- Enlarge Florida base to provide winter courses.
- Shorten the length or decrease the number of offerings of less profitable courses.
- Target consumers who had inquired or applied but not enrolled.
- Offer year round positions to the staff; assign them marketing or administrative work during off-peak season.
3. Analysis
Market/Customer Analysis: Hurricane is largest in Student Program Days (SPDs) and Colorado has most students. Both schools contribute to 70% of the total business.
Market segments: 1. Special programs: The demographics of these programs are young to middle aged male or female who lacks in confidence, emotionally weak and mentally undeveloped. These programs accounted for 23% Hurricane’s student, 32% student program days, 33% tuition revenues in 1985. DMU are the officers at rehabilitation centers, municipal and government agencies.
2. Public courses: These programs primary target is young students of 14-19 years from Northeastern United States which includes 6 New England states and New York. DMUs are friends,
Mr. Chin, Marketing director of Hurricane Island Outward Bound School (HIOB), developed four marketing plans in 1987 to achieve following goals:
Overall Goals: Continued growth and financial stability
Marketing Objectives: delivering 2,700 students, 47,800 Student Program Days (SPDs) and $3.4 million in revenues. Strategic Objectives: Maintain school leadership within the Outward Bound System and Build-off season business
The main problem is the implementation of marketing plans with limited budget. The purpose of this analysis: 1) to evaluate the strength and weaknesses of each marketing option 2).Recommend what option should be adopted, rejected, or modified and adopted.
2. Recommendations:
- Invest in Professional Development Programs (PDPs),
- Expand direct sales marketing and telemarketing.
- Provide variety and flexibility in PDPs and attract companies for PDPs in off-business.
- Enlarge Florida base to provide winter courses.
- Shorten the length or decrease the number of offerings of less profitable courses.
- Target consumers who had inquired or applied but not enrolled.
- Offer year round positions to the staff; assign them marketing or administrative work during off-peak season.
3. Analysis
Market/Customer Analysis: Hurricane is largest in Student Program Days (SPDs) and Colorado has most students. Both schools contribute to 70% of the total business.
Market segments: 1. Special programs: The demographics of these programs are young to middle aged male or female who lacks in confidence, emotionally weak and mentally undeveloped. These programs accounted for 23% Hurricane’s student, 32% student program days, 33% tuition revenues in 1985. DMU are the officers at rehabilitation centers, municipal and government agencies.
2. Public courses: These programs primary target is young students of 14-19 years from Northeastern United States which includes 6 New England states and New York. DMUs are friends,