Running Head: STRATEGIC MARKETING
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8-1 Report: Monitoring Success
MBA 687
SNHU
STRATEGIC MARKETING
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The adoption of strategic marketing is instrumental in the context of the theme park so that
the organizational goals can be achieved. Strategic marketing can enable a business to gain a
sustainable competitive advantage in a dynamic market setting (Cravens & Piercy, 2006). The
objective of the report is to help other marketing directors of the organization to create a plan for
monitoring and measuring continuous improvement.
Marketing KPIs
After the reopening of the theme park, it is necessary to keep a tab on the ongoing
marketing activities. Some of the main key performance indicators (KPIs) relating to the
marketing activities that must be monitored include landing page conversion rate and social media
traffic, and conversion rate. The landing page of the website must be checked to ensure whether it
helps in generating leads or not. Similarly, the online traffic on diverse social media platforms can
shed insight into the total number of lead conversions that are generated from these interactive
platforms and the percentage of traffic linked to social media channels (Saura et al., 2017).
Feedback Loops
In the context of the theme park, feedback loops can play an instrumental role since
specific results can be taken in order to guide the future behavior of the target market audience. In
the marketing scenario, the business must make sure to interact with the potential and existing
customers, listen to them, and try to understand their concerns. It must be monitored to ensure that
vital information is passed on to them so that they will be aware of the fact that the business has
taken ample measures to enhance the safety of the rides in eh theme park. The results must be
reported to the key stakeholders who are in need of such information via the intranet that is
available on the official business website. e e e
STRATEGIC MARKETING
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Research
The specific customer research methods that can be adopted in the theme park context
include focus group discussions and interviews. These methods will create an opportunity for the
business to get a better insight into the customer base and the impact of marketing on their
behavior and views relating to the reopening of the theme park. The focus group discussions will
help to understand the perception of customers in a group setting regarding the business and its
decision to reopen its theme park. By conducting interviews, it will be possible to get a subjective
insight into what customers feel about the move by the business. The research outcome can be
used for a continuous improvement plan since it will create an opportunity to capture and analyze
their verbal and non-verbal communication elements and share impactful messages (Nyumba et
al., 2018).
Continuous Improvement Plan
The adoption of a functional and effective continuous improvement plan is of critical
importance for the business so that the decision to reopen its park can work in its favor. This plan
will be based upon the customer feedback and research activity so that value can be created for the
target audience. It will involve planning an integrated communication network, creating a
consistent message, analyzing the impact on customers and their perception of the business, and
making adjustments to the message to improve their outlook of the business.
STRATEGIC MARKETING
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References
Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 6). New York: McGraw-Hill.
Nyumba, T., Wilson, K., Derrick, C. J., & Mukherjee, N. (2018). The use of focus group
discussion methodology: insights from two decades of application in conservation. Methods
Ecol Evol 9 (1): 20–32.
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), 76.
