Wilderness Newfoundland Adventures
Case Study #28
Presented to: Professor Linda Blakney
Presented by: Sparkle Smile Marketing
Antonette Azzi
Edona Berisha
Wing Yu Cheung
Kerry Forrest
Jinghua Xie
Marketing II: MKT 2302-070
Table of Contents
1. Executive Summary 3
2. Situation Analysis 4
3. Assumptions 9
4. Core Problem 9
5. Alternatives 10
6. Evaluative Criteria 11
7. Analysis of Alternatives 11
8. Decision and Justification 14
9. Implementation 15
10. Bibliography 17
11. Appendix 17
1. Executive Summary
Wilderness Newfoundland Adventures' high quality adventure tourism product presents a unique business opportunity. The demand for adventure tourism is growing throughout the world. The location of the operation in a pristine environment with strong natural attractions of whales and icebergs, as well as other wildlife gives us an advantage of other outfitters.
The total market of adventure tourism products is growing and projected to grow into the next century. Because of our limited resources and the strength of international competitors, our recommendation is to enter into the market of the United Kingdom as the focus for our marketing strategy.
The recommended strategy allows us to exploit our environmental advantage and limit the possibility of excessive demand. The market for adventure tourism is estimated at 787,000 Britons. Our conservative ...