1. What challenges do seasonal rural businesses face? What are the challenges of marketing with limited human and financial resources faced by the Road to the Beaches Association and its members?
2. The Road to the Beaches region has underdeveloped tourism potential. What role does the Road to the Beaches Association currently play in developing the tourism potential of the region?
3. How can the Road to the Beaches Association segment the tourism market? Which segment(s) offer the greatest potential to grow visitation in the region in the peak season and the shoulder season?
4. How should the Road to the Beaches region be positioned to clearly communicate its unique selling proposition (competitive advantage)?
5. Evaluate the communication methods used by the Road to the Beaches Association. Should the communications plan be changed to reach the target customer? If yes, how so? If no, why not?
6. Do the offerings of the region meet the needs of the market? What opportunities exist to develop small businesses in the region to meet the needs of the target segments?
7. What strategy should the Road to the Beaches follow to develop the association into a stronger community led social enterprise? What role should it play in developing the tourism potential in the region?

This case focuses on the marketing activities and the community role of a not-for-profit organization, The Road to the Beaches Tourism Association. The case will allow students to suggest and evaluate short-term plans for the marketing of the association in the current season. The case will also give students a chance to examine the role that the association plays in the region’s development over the longer term. Students should be able to identify the value that the association currently provides and identify opportunities for the association to provide more value to its members through the provision of new services. Students can also examine the usefulness and feasibility of developing the association into a self-sufficient social enterprise.