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Complete Case details are given below :
Case Name : From Theme Park To Resort: Customer Information Management At Port Aventura
Authors : Mariano A Hervas, Joan Rodon, Marc Planell, Xavier Sala
Discipline : Information Technology
Case Length : 08 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
After Port Aventura's launch as a theme park in 1995, it continued to invest heavily in new shows, rides, hotels, golf courses, a convention center, and a shopping mall, all with the aim of adjusting to seasonal adjusted demand. This transformation from a theme park to a resort posed new challenges for Port Aventura's executive team. In particular, as a theme park, the analysis of its commercial activity focused on aggregated statistical information about groups of customers. By contrast, as a resort, management now needed to know and target individual customers. Yet, the company's existing information management processes and systems were not ready to support such a one-to-one marketing approach. This case is situated in mid-2009 when the general manager asked the chief financial officer and the director of information systems to find a solution to address the marketing needs of the resort. The case discussion encourages students to identify and assess the business problems and relate them to the existing information management processes and systems. Students will also have to present a proposal that addresses this one-to-one marketing strategy.
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