Part A
In Milestone One, you analyzed the brand implications of reopening the park, and you have delivered the analysis report in the form of a presentation. In your role as regional marketing director of one of the theme parks in the southeastern United States, you have been tasked by your CMO with designing a marketing plan to address the marketing and branding needs of reopening the park. You will create a customizable strategic marketing plan, which you will implement for your own park and share with the other regional directors of marketing. The other directors will implement the same strategy based on the needs and demographics of their respective parks.
Your strategic marketing plan will be presented in a PowerPoint presentation. In this presentation, you will elaborate on the traditional and digital marketing methods and discuss how these marketing methods are aligned with each other. You will also discuss the crisis management strategies that should be implemented prior to the reopening of parks and perform some further analysis of legal and ethical issues, which might have negative impacts on the brand.
Prompt
Based on the information provided to you, share a completed customizable marketing plan for the reopening of the individual park. Your presentation should include the following critical sections with relevant guiding information:
1. Determine two
methods to be used for consumer research in developing the marketing plan. Provide rationale (Slide 1).
2. Keeping the target audience in mind, determine three
traditional marketing methods you will use in developing the marketing plan and provide a rationale. Your response should address the following (Slides 2–4):
a. How will identified methods help in the acquisition of new customers?
b. How will identified methods help in the retention of existing customers?
c. What are the advantages and disadvantages of identified methods?
3. Keeping the target audience in mind, determine three
digital marketing methods you will use in developing the marketing plan and provide a rationale. Your response should address the following (Slides 5–7):
a. How will identified methods help in the acquisition of new customers?
b. How will identified methods help in the retention of existing customers?
c. What are the advantages and disadvantages of identified methods?
4. Explain how the
traditional and digital marketing methods you have selected will work together to optimize the brand. Your response should address the following (Slide 8):
a. Which method do you think could be most impactful in addressing your target audiences?
b. Which method do you think could be most effective in branding?
c. Can both digital and traditional marketing support the brand and growth of the business?
5. Explain the
crisis management strategies that should be implemented prior to reopening. Your response should address the following (Slide 9):
a. How can we focus on customer expectations to improve brand damage from the incident?
b. How can we support our employees’ needs in reopening the park?
c. What possible crises could arise relevant to the incident and reopening?
6. Determine
one legal and one ethical issue that could arise and negatively impact the organization’s brand image upon reopening, and provide proactive steps that could be taken now to prevent them (Slide 10).
What to Submit
Submit a narrated PowerPoint presentation with 10–12 slides.
Part B
Hypothesis Testing:
Data set 2 presents a sample of the number of defective flash drives produced by a small manufacturing company over the last 30 weeks. The company’s operations manager believes that the number of defects produced by the process is less than seven defective flash drives per week. Use
this online calculator (or any statistical package that you are comfortable with) to construct a hypothesis test to verify the operations manager’s claim. Your hypothesis test should include null and alternative hypotheses, a t test statistic value, a p-value, a decision, and a conclusion. Submit a Word file that includes the hypothesis test.
Specifically, the following
critical elements must be addressed:
I.
Methodology
II.
Analysis
Part C
The vice-president of administration at your company wonders whether employees are taking adequate amounts of vacation time. Employee burnout is a concern. Research suggests that an employee taking less than 1.4 weeks of vacation annually is very likely to experience burnout. You are asked to analyze the employee vacation data and conduct a hypothesis test with the following results:
t = 2.93
p = 0.0084
1. What factors should the vice-president consider in determining the presence of employee burnout?
2. Do employees take more than 1.4 weeks of vacation?
3. What reasons should the vice-president provide to the president to justify the recommendation on employee burnout?
4. Based on the data, is the presence of employee burnout an issue that may negatively impact the company?
