PART 1
Overview
You are the regional marketing director of a theme park in the southeastern United States that is part of a global brand. The chief marketing officer (CMO) of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response due to a recent safety and injury incident at one of the parks resulting in serious injuries to employees and customers. The parks were closed immediately following the incident to ensure safety measures for customers and employees and to deploy the needed safety measures.
Now, as the theme park is all set to reopen, the CMO has called you to take a lead in planning the marketing strategy for the same. Your responsibility is to design a phased strategy for marketing and the reopening of all parks. Your strategy should address critical objectives such as maximum safety, crisis communication, customer satisfaction, and profit potential. You must coordinate marketing strategy with corporate strategy, as failure or success of the marketing strategy can have a direct impact on the brand.
As a first step, you will perform an analysis to understand the implications of reopening on brand equity. In this analysis, you will identify the groups of stakeholders that are affected by the reopening and also plan the communication strategy for before and after the parks’ reopening. Also, you will identify the roles and responsibilities of key functional departments that are going to play an important role in the reopening process. This analysis will help you develop a strategic marketing plan to address the reopening of the park and also to develop an effective crisis communication plan.
In this milestone, you will create a PowerPoint presentation that will include brand analysis and the implications of reopening on the brand equity and functional departments, including their roles and responsibilities in the reopening process.
Prompt
Brand Analysis and Implications—In this part of the project, you will present the brand implications of reopening the park in the course scenario. Your presentation should include the following critical factors:
1. Determine the essential factors that can impact
brand equity when reopening the park (Slides 1–3)
a. Define brand equity and explain its importance to the organization (Slide 1).
b. Provide positive implications (Slide 2):
· Safety concerns addressed and communicated
· Community and local government support for reopening
· Employee support for reopening
c. Provide negative implications (Slide 3):
· Social media negative reactions
· Employee negative concerns
· Operational concerns for safety
2. Describe the
strategic communication plan that should occur before and after the park reopens. Your responses should address the following (Slides 4–8):
a. Identify three key stakeholder groups from this list and describe each stakeholder’s interest in the organization:
· Employees
· Customers
· Government agencies
· Communities
· Vendors
b. Describe their communication needs.
c. Identify the best mode for communicating with them based on their needs, including how you will take feedback from stakeholders.
d. Describe what impact reopening the park could have on each identified stakeholder (low, medium, or high). Why?
Functional Departmental Roles and Responsibilities—In this part of the project, you will identify the functional department and describe their roles and responsibilities in making the reopening of the park a success. Your presentation should include the following critical factors (Slides 9–12):
1. Identify three
functional departments, including marketing, which play a significant role in the reopening process. Consider which departments will be most engaged in the reopening process. Describe the
roles and responsibilities of these functional departments in the safe and successful process of reopening the park (Slides 9-10).
2. Select at least three
legal and ethical considerations outlined in the
memo from legal team. Explain why each of these considerations is important to factor in when reopening the park (Slides 11-12).
What to Submit
Submit a narrated PowerPoint presentation with 10–12 slides.
The final project for this course is the creation of a
statistical analysis report. Each day, management professionals are faced with multiple decisions affecting various aspects of the operation. The ability to use data to drive decisions is an essential skill that is useful in any facet of an operation. The dynamic environment offers daily challenges that require the talents of the operations manager; working in this field is exciting and rewarding.
In Milestone One, you will submit a paper that describes the scenario provided in the final project case study, identifies quantifiable factors that may affect operational performance, develops a problem statement, and proposes a strategy for resolving a company’s problem.
· Read the Brief Case entitled “Building Models” found in Chapter 19 at the end of the “From Learning to Earning” section.
· Review the StatCrunch resource in MyStatLab. You will access the
data set, save to your computer, and upload the QSO 510 data set into StatCrunch. Here is a resource to access
· You will calculate the central tendency for the dependent variable, develop a histogram of the gift amount and develop scatterplots for the gift amount for each independent variable.
· You can save your calculations. Here is a
Saving, Copying, Printing, and Downloading Results PDF with the directions for saving, copying, printing, and downloading results.
In
Module Three, you will submit your
introduction and analysis plan, which are critical elements I and II of the final project. You will submit a 3- to 4-page paper that describes the scenario provided in the case study, identifies quantifiable factors that may affect operational performance, develops a problem statement, and proposes a strategy for resolving a company’s problem.
Specifically, the following
critical elements must be addressed:
I.
Introduction to the problem:
A. Provide a concise
description of the scenario that you will be analyzing. The following questions might help you describe the scenario: What is the type of organization identified in the scenario? What is the organization’s history and problem identified in the scenario?
II. Create an
analysis plan to guide your analysis and decision making
: In this section you will review the data set to inform the statistical method that will be used. To inform your responses in this section, calculate the central tendency of the dependent variable, develop a histogram of the gift amount and develop scatterplots for the gift amount for each independent variable.
A. Identify any
quantifiable factors that may be affecting the performance of operational processes.
B. Develop a
problem statement that addresses the given problem in the scenario and contains quantifiable measures.
C. Propose a
strategy that addresses the problem of the organization in the given case study.
What to Submit
Your paper must be submitted as a 3-to 4-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins. Sources should be cited according to APA style.
