Business Intelligence Alert
8-1 Memo: Business Intelligence Alert
MBA 645
Business Intelligence Alert
As the date gets closer to park reopening, we need to be prepared for negative impact to
the park organization. Our business intelligence unit has seen an uptick in negative opinions
among consumers through all types of platforms. In this recommendation report we will dive
into strategic changes, cross functional effort alignment, crisis communication plan, social media
response methods, and Corporate Social Responsibility(CSR) communications. If we follow
these plans, we should have limited issues with park reopening.
The park needs to pivot its previous plan to introduce strategic changes. The first step we
need to take is going from sales to brand awareness. The park needs to emphasize safety is their
number one priority. This can be done either through advertisements or social media. The second
step is to win the trust of the consumers. This can be achieved by either having the CMO do a
live video that is personal and transparent with what has happened and steps to improve.
Departments will be all hands-on deck. Starting with the sales and operations department
in cross functional effort alignment. We will use these departments to address the negative
publicity. Digital marketing will be implemented to consumers about park safety initiatives that
have changed. This is an outreach to already consumers that have been to or interest in the park.
Operations department will have a more traditional marketing approach of using signs and
employees trained and educated about safety. Marketing will use social media to outreach to a
larger audience in safety videos that emphasize safety upgrades and awareness.
It is important we manage this crisis communication plan by using our public relations
with the community. Plan is to have a public relations team conduct and set up interviews with
local radio stations or on local television. This will set up Q&A from the media to the PR Team
to address concerns from the public. The park website will also dedicate a page to any questions
Business Intelligence Alert
and concerns about the safety of the park as well as raising awareness of the steps taken for a
safe reopening.
The park will have a dedicated social media response team to answer any questions or
address any concerns that are raised. The team will be trained on how to answer these questions
as well as providing safety awareness on the park’s image. The team will be responsive in
answering questions quickly and effectively.
The key Corporate Social Responsibility (CSR) of the park is the safety of its customers
and employees. The company will uphold its policy by addressing any concerns about the
company’s ethics. The public believes the park is unethically reopening the park too early. To
address these concerns, the park will educate and explain the changes that have been made to
improve the park’s safety. The key channel of communicating these changes is through the
park’s website.
In conclusion, the park needs to follow the recommendation report of strategic changes,
cross functional effort alignment, crisis communication plan, social media response methods and
CSR communications. This will minimize the negative opinions from consumer and address
their concerns.
Business Intelligence Alert
Reference:
Aaker, D. A., & Moorman, C. (2024).7Strategic Market Management. Wiley.7
Wang, L. (2020, July 13).7How to pivot your marketing strategy in a crisis. The Guardian.
https://www.theguardian.com/guardian-masterclasses/guardian-masterclass-blog/2020/
jul/13/how-to-pivot-your-marketing-strategy-in-a-crisis-laurie-wang7
