Overview
A target audience is determined by understanding who your product or service
appeals to and who is most likely to use those products or services. There are
various forms of research that can assist in this determination, including
Google Analytics, Facebook Audience, and multiple forms of consumer
research including surveys, focus groups, and, importantly, learnings from
your current customer base and profile. You have already been provided with
the target audience for the theme park. Now it is time to move onto aligning
your marketing research efforts to further connect with the target audience.
You have already worked on the strategic marketing plan template, which
contains a plan to address the park reopening needs. The CMO now requires
you to determine the needed marketing research effort and additional clear
marketing strategies to connect with the target audience and their alignment
with the vision, mission, and values of the global park organization. It will be
critical to keep the organizational parameters of vision, mission, and values in
mind as the strategies are determined and ultimately executed.
Prompt
Draft a memo to the CMO outlining the marketing research efforts and their
alignment with the vision, mission, and values of the organization in the course
scenario. You must share two marketing strategies as well.
Specifically, you must address the following criteria:
1. Describe the marketing research efforts that should be conducted
before establishing a strategic direction. Consider the following:
• What market demographics should be chosen?
• What marketing channels are most suitable for the purpose?
1. Refer to the Theme Park Vision, Mission, and Values of the organization
and address the key factors of vision, mission, and values in relation to
strategic direction.
• How would the values of the organization influence the marketing
strategy?
1. Determine two marketing strategies that can help ensure successful
reopening of all the parks.
• Explain how these strategies support the decision to reopen the
parks.
