Situation:: A player in the adventure travel category, Camp 5 Expeditions was very competitive in the Nepal trekking and South American mountaineering categories. However, the more popular offerings in these markets were becoming congested with low-cost/low quality competitors. Rather than compete on price, Camp 5 wanted to impress potential customers with the uniqueness of the cultural experience offered due to the intimate local knowledge possessed by their guides and native contacts, offering unrivaled experiences due to this access. [ read on ]: