Marketing for Camp Wahanowin - Business Plan Example

Insert Insert Grade Insert 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. However, it has been faced by stiff competition from alternative vocational options of which this marketing plan proposes to eliminate. This plan evaluates the various strengths and weaknesses of the organization and further assesses the various opportunities and threats that are likely to hinder success of the organization. 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 sections of this plan. Moreover, the organization is well endowed with experienced and educated human resources starting from its top management to the staff. Even though this is a family managed business, the top management boasts of relevant qualifications that have enabled the smooth running of the business. The staffs are also obtained from the large pool of aged campers and therefore they are able to competently handle the tasks in the organization. This has also helped in spreading the tradition of summer camping among the young children who might be relatives of the staff or even family friends. The organization’s target market is mainly restricted to those living around the city or popularly referred to as the greater Toronto area. This has been the main geographical catchment for the organization because of the accessibility to the campsite judging by the nature of the clients that need to be near their homes. However, the organization has still been able to tap on international markets with visitors coming from countries such as the United States, Mexico, France, England and Israel. It is important to note that the mentioned global markets have not been fully exploited for reasons of the risks that are associated with investing in them through agency promotion. Apart from the good standing of the organization as discussed above, there are areas that need to be checked on to ensure that it continues to enjoy the leadership it offers in the market. Issues such as competition from substitute products in the market, a slower internet promotion and decision making concerning the issue of ‘yearbook’ and the ‘waha TV’. Company Culture The company has a rich historical background spanning several decades and the goal of management has been to retain this all these years. The culture that has been promoted by the organization is that of a friendship and memorable stay during the camping days. As stated by the organization’s strategic statements, the organization strives to create an environment that promotes children’s ability to develop meaningful friendships, learn new skills, appreciate the outside environment and attain self-independence in the way they make judgments and critical decisions. The culture also revolves around creating a memorable family event that can be revisited with joy and this has been a great factor in attracting and retaining the organization’s clients. Camp Wahanowin’s Focus The organization has mainly focused on the provision of residential summer camping services. The main target has been that of parents that are likely to bring their children for camping. For instance, the organization’s advertisements have been majorly directed to the upscale clients that are general high-income earners. However, the organization’s management is currently caught up between marketing its service to the children who are the primary clients or approaching the promotion through their parents as they have traditionally done. This is a major decision that the management has to make in the future. Having looked at the overview of the organization, it is equally important to look at the company’s strengths and weaknesses together with the threats and opportunities that may arise because of those strengths and weaknesses. This plan uses the SWOT matrix to examine the company’s position in the market. SWOT Analysis This section will look at the company’s strength, weaknesses, opportunities and threats that are already experienced in the market or that have the potential of arising in the near future. They are of significance to this plan because they will determine the strategy that will be taken by the plan for the success of the organization’s next financial and promotional period. The organization as a market leader has very many strengths. The company’s top management is one such source of strength. Even though it is mostly constituted by family members, the Bruce Nasman led team has valuable expertise and experience in camping that puts the organization in front of other market players. The wealth of academic and professional expertise they share among themselves is a big strength for the company especially in provision of quality and handling the sensitive nature of the organizations’ key clients. To add on the top management’s expertise are the organization’s staff members who are mostly former campers and therefore able to retain the culture of the organization throughout the generations. The organization’s location coupled with its equipment is another area that exhibits its strengths. With modern sporting and recreational facilities, the organization has been able to provide a variety of activities that suit children’s’ vocational needs. This strength in resources is also helpful in cases of expansion and introduction of new products as seen in the case of the proposed Waha TV. The camp’s proximity to Toronto is also a big strength for international clients as well as the local ones due to its accessibility. On the other hand, the organization still has to address several shortcomings or weaknesses. First is the glaring overdependence on the local market. This has a potential of creating a vulnerable future for the organization in terms of its revenue. This is because of the increasing competition in its operational market as well as the available substitutes. Secondly, the company has not been able to tap on the advantages of new technology and has continued to rely on the traditional forms of product promotion. For instance, the company website is still underdeveloped and needs to add more content for the overall reach of the targeted population. Apart from the website, the company is yet to exploit the use of social media which is an emerging trend in marketing of products and destinations worldwide. The internationalization strategy for the company also needs to be revaluated to ensure that more foreign campers are encouraged to choose the camp. With the weaknesses come the threats that the organization has to address and which this plan intends to eliminate where possible. The first threat is that of competition as have been identified in the report. The organization’s main competitors come from alternative products like the day camps, low priced camps, summer travel agencies and prep schools that eat into the company’s market segment because of the flexibility and variety they bring into the market. This threat has been further compounded on by the rise in the number of “helicopter parents” who prefer to have a limited time with their children. Since the organization relies on a relatively high-income earning population, it is bound to be affected by the economic downfall that has been experienced worldwide. The organization therefore has to find a way of eliminating or minimizing this threat. However, opportunities continue to arise in the areas of creating partnerships and expanding globally through advanced technological tools. This may help eliminate the threats associated with competition from substitutes and overreliance on a relatively smaller geographical region. IV.   Market Segmentation The market segment targeted by the organization is that of children from the age of six to around sixteen. Overall, the past strategy has involved targeting the parents of the clients. The main geographical area has been the greater Toronto area with more promotion done to high-income earners. The international market has yet to be fully targeted but it remains a viable option. The overall attendance rate has been high as indicated by the revenue even though this has been subject to economic constraints faced in the recent years coupled with the changing lifestyles of the parents who have been targeted by the organization. The market has been mainly operational in the summer period but the organization has made efforts to lease the premises to schools and to other activity or event organizers who therefore provide alternative markets. The market has been sensitive to prices even though quality and reputation of the camps has been an overriding factor in choosing the best vacation site for the children. Recreational, sporting, educational and developmental activities have been the main attraction for the clients for the industry in which the organization operates in. V.   Alternative Marketing Strategies This plan has been able to review all the options that may have been adopted as the main marketing strategy for the next financial year. First was the pure market expansion strategy that will target mainly international markets through increased online content. Another is the elimination of the traditional “year book” as a promotional material with an IT oriented “Waha TV”. The other strategy that was considered was competitive pricing of the camping service so that more campers mainly from the low income earning segments are brought on board. The last option was focus on retaining the market share but by changing the approach of marketing through a shift from promoting the product to the parents to doing so to the campers. VI.   Selected Marketing Strategy After close analysis of the consequences or impact of adopting one of the strategies, it was evident that adopting a single strategy was not going to produce the desired results. This plan therefore proposes a hybrid form of promotional strategy that will ensure that the existing customers are retained whereas many others are brought on board. This plan therefore proposes a strategy that will adopt the use of modern technology, shift product promotion to target the campers and ensure that the international markets as well as the domestic market are exploited to the maximum. All these will be tackled in the short term and long-term basis according to the time requirements and resources needed for the strategy. This has been further analyzed in terms of the marketing mix decisions or the 4P’s of marketing that include product, price, place and promotion as illustrated below: Product Wahanowin will be presented as the ideal camping experience with rich traditional heritage of nurturing the children through sports, recreational activities and helping them develop meaningful relationships as well as making them becomes responsible. The brand is Waha and each child will be guaranteed a lifetime experience that can only be compared to their parents’ memorable days. The camp will therefore be presented as a good chance for the social development as well as relaxation of the children away from home. Price The pricing will be competitive even though not lowered because of the guaranteed quality. To encourage more people, groups will be charged a relatively lower price compared to individuals. The younger children will be also encouraged to attend the camp through a different pricing structure so that competition from the day camps is catered for. Distribution/Place As the company has previously been doing, this plan proposes that the organization continues to use the family memorable moments culture to help promote it. Several associates can also be brought on board on a commission basis since the gains can be further be derived when the same campers brought by promoters come in the next session. The location of the camp in a quiet and serene environment should also be cited as its main advantage. Promotion Apart from the traditional advertising that has been largely employed by the organization in the past. This plan proposes that new technology be used in the upcoming promotional period. The concept of video viewing and sharing should be adopted, online presence be adopted through creation of a search engine optimized website and the establishment of social network accounts. These can be made popular during the actual camping days by constantly reminding capers to visit those sites. VII.   Short & Long-Term Projections In the short run, the increase in number of campers has been pegged at 30%. This will further result into a 15% increase in revenue taking into account the investing requirements. In the long run, this plan projects a full booking capacity with more international campers arriving. VIII.   Conclusion Camp Wahanowin is a market leader with several strengths some of which are untapped. This plan has proposed a hybrid strategy to be able to combat the threats that have been emerging in the market so far. Internationalization has been a major boost for many organizations today and therefore should not be ignored as proposed by the plan. It is important that the proposed plan be adopted in the coming financial year if the organization aspires to retain its position as a market leader. Works Cited Silverberg, Erick. Camp Wahanowin. New York: Richard Ivey school of business foundation, 2012. Print Exhibits Table 1: Calculations of market size after internationalization Now after 8 months after 1 year 25% 26.5% 30% Table 2: Commissions for referring campers to Wahanowin No. of campers Commission 1-10 2.0% 11-20 2.5% 21-35 3.0% 36-50 3.5% 51 and above 4.0% Read More