Succeeding the launch as a theme park in 1995 of Port Aventura, it continued to invest heavily in a shopping mall, rides, resorts, golf courses, a convention center, and new shows with the aim of correcting to seasonal demand that was adjusted. In particular, as a theme park, the investigation of its commercial activity focused on aggregated statistical information about groups of customers. As a resort, by contrast, target and management needed to know individual customers.
The organization's existing information management procedures and systems were not ready to support such a one to one marketing strategy. This case is situated in the mid-2009 when the general manager asked the director of information systems and also the chief financial officer to search for a solution to deal with the advertising needs of the resort. The case discussion encourages pupils to recognize and assess the business problems and associate them to the present information management systems and procedures. Pupils must present a proposal that addresses this one to one marketing strategy.
PUBLICATION DATE: July 05, 2011 PRODUCT #: JIT032-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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