Intercamp Classic

Business 1220E

Marketing Report

THE INTERCAMP CLASSIC

Section 012

Instructor: Eric Cabral

Name: Ziwei Chen

Student Number: 250888292

Date: 2016/12/7

Executive Summery

        This is a sophisticated marketing report developed for Howard who is determined to make the Intercamp Classic, a charity for helping children a great success. After all the internal, external, competitive and consumer analysis, here are the suggestions Howard should follow:

1. Target markets for 2013 should be male & female high school, university & college students and young professionals as usual and plus middle-aged adults. Set up separate periods of time by group of ages for the tournamant. Day-camp market is not worthy to be explored at present
2. Raise the fundraising cost to $1,500.
3. Choose organizations related to child-care and educational organizations as corporate sponsors and sponsorship packages should be charged based on the volume of their teams in a range of $175-$425.
4. Upgrade online payment platform, hire employee to organize social networking and make promotional videos. Mobile application option is not feasible.

        Pervious target market is maintained and new target market is middle-aged demographic. Since middle-aged adults have more control in their assets, they should bring up the total charity fund and accomplish the goal of 25% more than $125,000 from 2012. And by separating different periods of time based on group of ages will help those adults establish business relationship with each other during the event which is a way to attract them. On the other hand, as the new target markets are decided, day-camp market is not worthy to explore for 2013 when it is not able to unite people as much as the sports tournaments and it concentrates more on young children who can not contribute as much financial effort as middle-aged adults can.

        Raising the fundraising cost to $1,500 which means there will roughly $30 more one each person is reasonable for 2013’s event because the participants are going to be middle-aged adults who have access to more disposable income than younger teenagers.

        The choice of corporate sponsors is based on the concept of the Classic which is helping children in need by unite the majorities’ power, and the participants in the event. and sponsorship packages should be charged based on the volume of their teams in a range of $175-$425

        All the online promotion should be implemented except for developing Mobile application because the three month development time can not fit into the two- month schedule. And by all the online promotions advertisements and decisions made, Howard should be able to attract more participants this year and achieve his goal of 25% more than the $125,000 raised by 2012.  

Introduction:

        The mission of The Intercamp Classic (The Classic) is to unite different kinds of people to help one kind of people, the children in need. By develop a feasible marking plan, ideally, The Classic can accomplish a goal which is to attract more participants than previous ones and raise 25 per cent more than the $125,000 the past year’s event had raised for the recipient of the event, the Kids in Camp charity. Simultaneously, it is also essential to figure out whether Howard should explore day-camp market; which type of business can be the best choice of sponsors; will the mobile application option be feasible, and what other options have not been considered.