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;
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. .
The following agencies commonly partner with the Department of Juvenile Justice to provide services to juvenile offenders and at-risk youths in group homes: public welfare agencies, child welfare, and mental health (Office of Juvenile Justice Delinquency Prevention, n.d.).
State and Community Scholarships: You can approach the local community and state owned institutions to g...
The company has self organizing team and use groupware, emails and blogs to communicate with the customers.
The priority population this intervention aim to address is adults greater than 18 years old.
18 and under increases more and more as the years go by. People are assuming that the
services finding out that they may need community care services. They do not have to make a
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
sponsored programs, such as Medicaid, that try and offset medical problems of the poor youth,
Demographics play a large role in aiding businesses with the adequate information to convince the viewers. The main demographics include gender, age, culture, race, and location. These are just a few of the many areas that help researchers study human behaviors. The research provided by these studies can be very specific to a certain community, age group, or ethnicity. This benefits marketers in their approach to presenting products to the right viewers (Sessom).
• 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
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
For a marketing orientated business, the findings from any research will be put to use primarily to aid the business in satisfying the needs and wants of its customers; this type of business has become more popular since 1970, where prior to this business’ were production orientated (until the 1950’s) where the business was concerned with improving its distribution methods, and product orientated (until the 1960’s) where the business’ main concern was the product rather than the satisfaction of the customer. The idea of a marketing orientated business has been explored by Fahy and Jobber (2012) who concurred that a market orientated business is one that considers its customers and the external environment to be an intricate part of the business; This type of business will explore the different aspects of the external environment, and take from its observations ways in which it can continue to trade in an effective, profitable way. A marketing orientated business will also use its findings to help it take advantage of any opportunities in a market and to lessen any threats that could be...