Port Aventura was launched in 1995 and since that time has transformed from a theme park to an all-encompassing resort. Due to this change, management now requires the ability to identify and target individual customers, as opposed to statistical averages of broad groups. One-to-one communication will allow for customized marketing packages and the ability to maximize revenues. However, information management systems currently in place are not capable of tracking customers to the degree needed to support a one-to-one marketing approach. Therefore, it is the recommendation of Nielsen consulting that Port Aventura implements a data warehouse to facilitate the required analytics to determine who their customer is.
Port Aventura is poised with the problem of having insufficient information and data on their individual customers. Seeing as the customer base is comprised of vastly different groups, it is imperative that Port Aventura take the time to identify who their customers are and what their individual profiles look like in an attempt to not only better serve customer requests, but also maximize park profits. Accurate and detailed information such as favorite restaurants, spending patterns, hotel stays and park activity preferences will allow Port Aventura to market to individual customers wants and needs on a one-to-one basis. The lack of customer information is due to inadequate information management processes and systems. Port Aventura does not currently have the infrastructure needed to properly collect and manage large amounts of customer data or the ability to strategically analyze that... MBA640 Case Study Requirements
About this assignment
You will analyze customer information management at Port Aventura theme park in Catalonia Spain. The case is " From theme park to resort: customer information management at Port Aventura" by Mariano A Hervás, Joan Rodon, Marc Planell, and Xavier Sala from the Journal of Information Technology Teaching Cases (2011) 1, 71–78. You can use the PDF version of the case on Canvas. You will do this in a group.
Due: October 12th at 8 am. You will present your case to the entire class at that time. You will also turn in a written version of the case. That can be emailed to me before 8 am or handed to me at 8 that morning.
Group Communication: I have set up ongoing Elluminate sessions for each of the groups. I have also defined Canvas groups where you can share documents. You may use any other communication methods that you find convenient.
Your group has been hired by Fernando Aldecoa as consultants to recommend a direction for customer information management for Port Aventura. Your written report needs to include:
A competitive strategy analysis. Use the competitive forces model and any other model that seems appropriate.
Analysis of IS and IT at Port Aventura
Describe the IS function at Port Aventura. What should the role of the IS function at Port Aventura be? How well is it serving Port Aventura? b)
Describe the technology for Port Aventura. Consider systems and data. How well are the current IT resources serving the needs of Port Aventura?
Analysis of the Business Problem. At a minimum consider:
What business problems does Mercedes de Pablo reveal with her questions to Fernando Aldecoa? b)
How do these business problems relate to Port Aventura's information management processes? c)
What are the main characteristics of the information systems that support those information management processes? d)
What changes should Port Aventura apply to its information management processes to resolve the business problems Mercedes revealed? 4)
Develop a proposal for an information system that supports a one-to-one marketing strategy. At a minimum you should provide: a)
A recommendation for the types of system(s) you need and how they...
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