caseism

From Theme Park To Resort: Customer Information Management At Port Aventura Case Solution & Answer

This Case is about CUSTOMERS

PUBLICATION DATE: July 05, 2011 PRODUCT #: JIT032-HCB-ENG

Subsequent to the initiation as a theme park in 1995 of Port Aventura, it continued to invest profoundly in a shopping mall, rides, resorts, golf courses, a conference center, as well as new shows with the goal of correcting to seasonal demand that was adjusted. As a theme park, in particular, the evaluation of its own commercial activity focused on aggregated statistical information regarding groups of customers. As a resort, by contrast, target and direction needed to understand individual customers. The organization’s present information management procedures and systems were not prepared to sustain such a one to one marketing strategy. The case debate encourages pupils to recognize and measure the company problems and link them to the present information management systems and events. Pupils may also present a proposal that tackles with this one to one marketing strategy.

Share This

LOOK FOR A FREE CASE STUDY SOLUTION

JUST REGISTER NOW AND GET 50% OFF ON EACH CASE STUDY