Hurricane Island Outward Bound School CaseThe paper begins with a consideration of the current location of the Hurricane Island Outward Bound School (Hurricane) - Maine headquarters of an international organization with 30 schools throughout the world – and their marketing activities with respect to 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 document then examines how marketing should take place to maintain the school's values, utilize core competencies, maximize the use of resources and satisfy stakeholders. Outward Bound is a program that challenges people of all ages, skill levels and backgrounds to go beyond their traditional "comfort zones" to challenge themselves physically and emotionally to discover positive qualities about themselves that they were previously unaware of . It appears that there are many more people who could benefit from Outward Bound USA's programs than will be able to enroll in any course based on personally prohibitive costs. The document recommends that the School emphasizes the availability of scholarships more strongly than it currently does. Hurricane Island is the leader in 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), specializing in the area maritime, for two main segments: - specific groups (Vietnam veterans, handicapped youth, delinquent youth, drug addicts) often through government agencies (special programs); - public courses ¡V aimed at all other students except specific groups, divided in four segments by location and activity ¡V Maine Sea, Florida Sea, Winter Land, Summer Land. The customers, as defined by the 1986 marketing plan, are: - high school and university students; - children (14 and 15 years old); - municipal and agency contacts (for special programs); - non-privileged and minority groups; - young professionals;- companies;- groups of managers PDP ¡V. The target groups are: - demographically 14 to 19 year olds as primary targets and 20 to 35 year olds as secondary targets; - geographically ¡V Northeastern United States (six New England states and New York) and, as second priority ¡V mid-Atlantic states plus Florida.Hurricane Competition in the United States is defined by:- other Outward Bound schools in the United States, particularly in Colorado (which enrolled the largest number of students);- summer camps for kids; - vacations, summer jobs and other nature experience organizations attract college students; - other ¡§classic¡¨ and ¡§wild¡¨ corporate training courses for companies, including internal ones; - other shipping companies, US Coast Guard United States;- other companies providing services to managers;- other companies providing similar services for specific groups, having good connections at government agency level;