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 an ...