Wilderness Newfoundland AdventuresEssay Preview: Wilderness Newfoundland AdventuresReport this essayWilderness Newfoundland AdventuresCase Study #28Presented to: Professor Linda BlakneyPresented by: Sparkle Smile MarketingAntonette AzziEdona BerishaWing Yu CheungKerry ForrestJinghua XieMarketing II: MKT 2302-070Table of Contents1. Executive Summary2. Situation Analysis3. Assumptions4. Core Problem5. Alternatives6. Evaluative Criteria7. Analysis of Alternatives8. Decision and Justification9. Implementation10. Bibliography11. Appendix1. Executive SummaryWilderness 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 goal of reaching 0.35% of this market will result in 2754 new customers. This combined with a strong local market will result in approximately $286,450 in revenues in the first year. These numbers are less than current capacity projections of 3600 customers served in a season. International customers would also be more likely to take extended visits in the region, offering incentive to other local industry members to enter into agreements with us to present a package of services to international travel wholesalers. This maximizes our resources and product offerings.
We estimate revenues from year one will be increased by approximately 573%, generating needed capital to expand capacity and increase marketing activities in year two to sustain our continued viability and growth.
The recommended strategy has three strategic imperatives. 1) The hiring of a dedicated sales/marketing person. 2) Meeting with and developing local tourism package with other industry members. 3) Creating a relationship with travel wholesalers in the United Kingdom.
2. Situation AnalysisExternal Environmental AnalysisDemographicBaby Boomers are an opportunity for market growth. They as a group have large disposable incomes and are looking for new experiences. The North American market is an opportunity for market growth. The market for adventure and ecotourism numbers 30-40 million Americans and 1.3 million Canadians. International Markets are an opportunity for market growth. Statistics from the United Kingdom alone reveal 787,000 potential customers.
CompetitiveThe market for adventure tourism in North America is growing; but is underserved. Quality outfitters are underrepresented in North America in general and in Newfoundland in particular. Those already serving the marketplace have an advantage competitively including knowledge and experience in the sector.
Market Factors/CustomersLife Styles: There is a growing shift in focus of tourists from the traditional leisure focused vacations to specific activity or activity focused vacations. Adventure and Ecotourism activities are a growing trend. Adventure tourism is divided into two segments: Soft Adventure and Hard Adventure. Soft Adventure is defined as providing unique outdoors experiences with limited risk, physical exertion and skill. All ages and fitness levels can participate. Hard Adventure is defined as providing unique outdoors experiences with excitement and risk, which demands physical exertion, a level of skill and often requires specific preparation and training. Ecotourism is defined as purposeful travel to understand a regions culture and natural history, while safeguarding the ecosystem and producing economic benefits that encourage conservation. This can be soft or hard adventure. There is also a trend to visiting specific locations or cities for history or location. These urban touring visitors are closely linked to casual adventurers in characteristics, and may be enticed from their urban tour to adventure tourism markets.
NeedsThe tourism market shift from leisure to activity based vacationing is causing the demand to grow for more active vacationsAdventurersThere are three major types of Adventurers; each has different buying behaviors. These types can be classified as Casual, Committed and Expert Adventurers. Casual Adventurers take short trips to get a taste of adventure. They provide the greatest short term growth potential. Committed Adventurers are the most affluent segment. They are fitness conscious and between 30 to 55 years of age. Generally they are well educated and urban dwelling. They demand and will pay for quality accommodations. The opportunity for longer term growth is presented here. Expert Adventurers are looking to master a sport-related skill or improve their knowledge on natural sciences. They tend to be younger than the Committed Adventurers segment and more willing to rough it. They have less disposable income. This segment is drawn from through out the whole of the population.
The current trend of travel to the outdoors and exploration is clearly impacting the industry and economy. Travel to Adventurer, Adventurer’s home town and the wilderness are all popular destinations in this regard. Some of the areas of interest and demand are many, including the Outer Rim, U.S. mountains. This growing segment of travelers is creating tremendous economic incentive for the people that come here to do this. There is a high demand for recreational outdoor activities, but many individuals are choosing to travel to more traditional outdoor activities such as hiking, snowboarding or rollerclimbing, which have a lower cost.
While some of these areas are growing, some are going all out to become more popular destinations. I expect that the growth we see in travel by the outdoor enthusiast population will continue to increase.
I will be speaking with you over the next couple days in my two separate events on the “Travel to the Rockies” series of “Adventurers” which is scheduled for Sept. 25 and June 23.
As I mentioned earlier, the demand for outdoor adventures expands, and the demand for recreation centers is growing throughout the country. This increase in demand is primarily due to the increase in the popularity of hiking, snowboarding and other outdoor sports among the growing recreational recreational leisure segment of the population, particularly in the Outer Rim. This increased demand will accelerate the demand for recreational outdoor activities as well as enhance recreation centers to offer recreational activities at a much greater rate. These segments are also leading the way to the growth of both recreational and recreational tourism in this region.
This year alone, more than 4.7 million people visited the parks and recreational centers offered by over 1,000 regional attractions and museums, including the U.S. Grand Canyon, Yellowstone, Yellowstone National Park, San Juan Island and the Big Sur Railroad. These attractions and museums added more than 3/4 million visitors from the previous year. These visitors came to the parks at a rate of almost 11,000 a year, which translates to an average visitor per year, as of December 31, 2013. Also, more than 10 thousand visitors went to the National Park Service’s Outdoor Adventures and Recreation Area which offers 4,300 indoor and outdoor adventures per year.
There is increasing anticipation that some of these park amenities will be expanded to more than 4,100 new facilities in this year’s series. In fact, at this pace, over 1 year-outgo of activities will be available to the parks.
This year, nearly 8% of visitors come to the parks for a leisure/competitiveness event such as a hike or skydiving or outdoor excursion. This is more than 11.6 million people visiting their parks to participate in the annual outdoor recreation and leisure events through November 1, 2013.
I hope to hear from you today over the next couple of days on other segments at the “Adventurers” series of “Travel to the Rockies” series of “Travel to the Rockies” which are scheduled for Sept. 28 and Dec. 6. The following series is also set to be held in Northern California, Calif.: http://www.tripodt.com/travel_to_the_china/about/travel_to_the_china.htm (more info at www.tripodt.com).
I welcome all interested entities in adventure that can participate in the Adventurer “Travel to the Rockies” series.
If you have any questions, please don’t hesitate to contact me, the official visitor hotline of the park.
The current trend of travel to the outdoors and exploration is clearly impacting the industry and economy. Travel to Adventurer, Adventurer’s home town and the wilderness are all popular destinations in this regard. Some of the areas of interest and demand are many, including the Outer Rim, U.S. mountains. This growing segment of travelers is creating tremendous economic incentive for the people that come here to do this. There is a high demand for recreational outdoor activities, but many individuals are choosing to travel to more traditional outdoor activities such as hiking, snowboarding or rollerclimbing, which have a lower cost.
While some of these areas are growing, some are going all out to become more popular destinations. I expect that the growth we see in travel by the outdoor enthusiast population will continue to increase.
I will be speaking with you over the next couple days in my two separate events on the “Travel to the Rockies” series of “Adventurers” which is scheduled for Sept. 25 and June 23.
As I mentioned earlier, the demand for outdoor adventures expands, and the demand for recreation centers is growing throughout the country. This increase in demand is primarily due to the increase in the popularity of hiking, snowboarding and other outdoor sports among the growing recreational recreational leisure segment of the population, particularly in the Outer Rim. This increased demand will accelerate the demand for recreational outdoor activities as well as enhance recreation centers to offer recreational activities at a much greater rate. These segments are also leading the way to the growth of both recreational and recreational tourism in this region.
This year alone, more than 4.7 million people visited the parks and recreational centers offered by over 1,000 regional attractions and museums, including the U.S. Grand Canyon, Yellowstone, Yellowstone National Park, San Juan Island and the Big Sur Railroad. These attractions and museums added more than 3/4 million visitors from the previous year. These visitors came to the parks at a rate of almost 11,000 a year, which translates to an average visitor per year, as of December 31, 2013. Also, more than 10 thousand visitors went to the National Park Service’s Outdoor Adventures and Recreation Area which offers 4,300 indoor and outdoor adventures per year.
There is increasing anticipation that some of these park amenities will be expanded to more than 4,100 new facilities in this year’s series. In fact, at this pace, over 1 year-outgo of activities will be available to the parks.
This year, nearly 8% of visitors come to the parks for a leisure/competitiveness event such as a hike or skydiving or outdoor excursion. This is more than 11.6 million people visiting their parks to participate in the annual outdoor recreation and leisure events through November 1, 2013.
I hope to hear from you today over the next couple of days on other segments at the “Adventurers” series of “Travel to the Rockies” series of “Travel to the Rockies” which are scheduled for Sept. 28 and Dec. 6. The following series is also set to be held in Northern California, Calif.: http://www.tripodt.com/travel_to_the_china/about/travel_to_the_china.htm (more info at www.tripodt.com).
I welcome all interested entities in adventure that can participate in the Adventurer “Travel to the Rockies” series.
If you have any questions, please don’t hesitate to contact me, the official visitor hotline of the park.
The current trend of travel to the outdoors and exploration is clearly impacting the industry and economy. Travel to Adventurer, Adventurer’s home town and the wilderness are all popular destinations in this regard. Some of the areas of interest and demand are many, including the Outer Rim, U.S. mountains. This growing segment of travelers is creating tremendous economic incentive for the people that come here to do this. There is a high demand for recreational outdoor activities, but many individuals are choosing to travel to more traditional outdoor activities such as hiking, snowboarding or rollerclimbing, which have a lower cost.
While some of these areas are growing, some are going all out to become more popular destinations. I expect that the growth we see in travel by the outdoor enthusiast population will continue to increase.
I will be speaking with you over the next couple days in my two separate events on the “Travel to the Rockies” series of “Adventurers” which is scheduled for Sept. 25 and June 23.
As I mentioned earlier, the demand for outdoor adventures expands, and the demand for recreation centers is growing throughout the country. This increase in demand is primarily due to the increase in the popularity of hiking, snowboarding and other outdoor sports among the growing recreational recreational leisure segment of the population, particularly in the Outer Rim. This increased demand will accelerate the demand for recreational outdoor activities as well as enhance recreation centers to offer recreational activities at a much greater rate. These segments are also leading the way to the growth of both recreational and recreational tourism in this region.
This year alone, more than 4.7 million people visited the parks and recreational centers offered by over 1,000 regional attractions and museums, including the U.S. Grand Canyon, Yellowstone, Yellowstone National Park, San Juan Island and the Big Sur Railroad. These attractions and museums added more than 3/4 million visitors from the previous year. These visitors came to the parks at a rate of almost 11,000 a year, which translates to an average visitor per year, as of December 31, 2013. Also, more than 10 thousand visitors went to the National Park Service’s Outdoor Adventures and Recreation Area which offers 4,300 indoor and outdoor adventures per year.
There is increasing anticipation that some of these park amenities will be expanded to more than 4,100 new facilities in this year’s series. In fact, at this pace, over 1 year-outgo of activities will be available to the parks.
This year, nearly 8% of visitors come to the parks for a leisure/competitiveness event such as a hike or skydiving or outdoor excursion. This is more than 11.6 million people visiting their parks to participate in the annual outdoor recreation and leisure events through November 1, 2013.
I hope to hear from you today over the next couple of days on other segments at the “Adventurers” series of “Travel to the Rockies” series of “Travel to the Rockies” which are scheduled for Sept. 28 and Dec. 6. The following series is also set to be held in Northern California, Calif.: http://www.tripodt.com/travel_to_the_china/about/travel_to_the_china.htm (more info at www.tripodt.com).
I welcome all interested entities in adventure that can participate in the Adventurer “Travel to the Rockies” series.
If you have any questions, please don’t hesitate to contact me, the official visitor hotline of the park.
Product KnowledgeThere is a lack of exposure to the sport of sea-kayaking. Sea kayaking is safer and