CAMP WAHANOWIN - Term Paper Example

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Insert Name Insert Grade Course Insert Submission Date Marketing plan for Camp Wahanowin I. Executive Summary This is a proposed marketing plan for camp Wahanowin for the upcoming promotional year. The organization has been operational since 1955 and has grown to become a market leader in camping of children during the summer breaks…
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Download file to see previous pages The proposed marketing strategy has been that of a hybrid approach that combines increased online presence, package pricing and internationalization to ensure that the company meets a target of about 30% increase in the number of campers within one year. II.   Camp Wahanowin Camp Wahanowin established in 1955 was originally a junior camp targeting children of age six to eleven. It has since expanded its target market with campers up to age sixteen brought on board (Silverberg 12). Located in Ontario in the nation of Canada, the camp offers vocational camping for children mostly during summer that is the period between July and August of every year. Apart from expanding its market, the establishment’s assets and physical infrastructure has been equally growing. In recognition of the many achievements of the organization, the Ontario Camping Association (OCA) has accredited it as a member. The organization mainly offers residential summer camping experience for children at a location away from the noise and polluted environment of the cities. Parents with above average incomes are the main target of the organization. With the emergence of premium pricing establishments, the owners are at crossroads on the best method of promotion and pricing to adopt for the coming year. The goal is to adopt the best promotion and expansion strategy so that the organization continues to attract more campers as well improves its brand image. Another issue that needs careful examination is that of internationalization. There is need for a well-planned and cost effective expansion strategy to capture potential campers from other countries like Mexico and Israel as indicated in the group’s report. This marketing plan looks at the company’s position in the market and offers the most suitable strategy to be adopted by management for the success of its financial and general organizational objectives. Some of the strategic goals to be addressed by this plan will include that of enhancing promotion through ICT, increasing the number of campers through market positioning and increasing the organization’s revenue through product diversification and partnerships with other stakeholders in the industry. III.   Situation Analysis Company Analysis The company is a market leader because of the many advantages it has over the other industry players in terms of location, facilities and associations with other industry stakeholders. In terms of location, the organization is strategically situated in the outskirts of the city of Ontario in the northern parts away from the noisy environment of the city. The organization boasts of being located within a one and a half hour drive from the city and a 150 acre campsite that boarders lake Couchiching’s shores. Apart from its serene location, the campsite is equipped to modern standards. Among the facilities it has include a theatre, recreational halls, state of the art studios and various sporting grounds or courts. This has enabled camping in the organization’s site be a memorable and enjoyable for all. Another component that has been equally attractive is that of the living area. The organization has a huge capacity in its living quarters with spacious rooms that can accommodate about 450 campers and a further 200 staff members. This space is a major strength for the organization as will be discussed in the other ...Download file to see next pagesRead More
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