Question

The managing director of SleekMode Enterprises, a medium sized firm, are the operators of a number of theme parks in a number a major cities across the country. The theme parks include facilities such as children’s play grounds, cinema halls, roller-coaster rides, restaurants and boat rides, among other attractions. Yeovil Mootooma, the chief marketing officer, has the task of increasing visitor numbers at the company’s theme parks across the country. The company has experienced consistent declines of about 5% in the last three fiscal years. This has led to significant falls in the company’s earnings per share. Yeovil Mootooma has turned to you unearth the possible factors the company needs to addresstoturnaroundthecompany’sfortunes. YourpreliminarymeetingswithYeovilMootooma suggests that the company has no direct competitors in terms of theme parks. However, it seemshouseholdsareattracted to other channels of family entertainment that has turned visitors away from the company’s theme parks. You are also made aware that there is a difference in the patronage of the current services in different parts of the country.

(a) What research questions (decision problems) does Yeovil Mootooma problem present?

(b) Outline a research design you would conduct to provide Yeovil Mootooma with the answers neededtodevelopastrategytochangethecompany’svisitor trend. Your response should provide justification for each action that would be undertaken.

Answer 1

a. So, in this case the theme parks include facilities such as children’s play grounds, cinema halls, roller-coaster rides, restaurants and boat rides, among other attractions. And the marketing officer, Yeovil Mootooma focuses on increasing visitor numbers at the theme park of company. But there is continue decline of about 5% in the last three years. The problems discussed by the marketing are like other entertainment providing elements which lead to loss in visitors in the park. Another problem is that there are other options for the visitors to choose other than theme park.

b. The managers design the research for improving the numbers of visitors. The officer has to examine the markets and elements which causes decline in the attractions. The company also focus on providing extra attractions to the theme park including the infrastructure, food stalls, halls, children’s play etc. The research should be made in such way that the markets threats should also be analyzed.

The competitors out in the market also affect the working of the theme park. So the managers should keep in mind that the facilities provided by competitors.