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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 2700 students 47 800 Student Program Days SPD 34 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 TRltTC Being a nonprofit organization the marketing focus then should be to increase total revenue to be at least equal to total cost 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 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
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