Case Study, North Ga Canopy Tours

Andrea Herrera
February 20, 2013
CASE 3b – North Georgia Canopy Tours

Do a SWOT matrix for current competitive position
a) Strengths:
1. Economical
2. Family friendly3. Short drive from Atlanta, Tennessee and Alabama
4. Variety of activities
5. Variety of adventure levels from roughing it to glam
6. Name recognition7. Community support

b) Weakness
8. Misconceptions about camping/zipline
9. Reservation policy (14 day min)
10. Cancellation policy, no refunds past 14 days11. Weather
12. Not part of an industry association

c) Opportunities
13. Growing interest in outdoors/nature
14. Increased attention on physicalactivity for young and old
15. Continued increase in gas prices, families want to vacation close to home
16. Increased interest in adventure vacations, limited budgets
17.‘Glamping’ caters to consumers unwilling to rough it outdoors, but willing to pay premium for upscale version
18. Appeal to more women
19. Corporate sponsorship opportunities20. Adventure seekers: Baby boomers and young professionals

d) Threats
21. Economic improvement
22. Negative publicity by conservationist (purist)
23. Increase in‘staycation’ offerings
24. Unemployment
25. Unpredictable weather patterns
26. Competitors
27. Family values changing, less focused on spending time together1. North Georgia Canopy Tours should focus its marketing efforts on reaching customers based on psychographics, focusing on Adventure Seekers in the market. This group is not defined simply bygender, age or race, but instead on their desire to be challenged physically and emotionally. This segment of the population is on the rise among adults of all ages due to cultural changes that...