Running Head: MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a 1
Part Two: Customizable Marketing Plan Template
MBA 645
SNHU
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 2
Introduction
The organization had to close down its theme parks at the global level owing to safety
concerns. However, it intends to reopen the parks, starting with the U.S. Park Southeast, since the
company is confident that the safety concerns have been taken care of. A customizable marketing
plan has been created for reopening the park. In the marketing plan, the key elements that have
been captured include customer research methods, traditional marketing, and digital marketing
methods, alignment between these methods, crisis management strategies, and legal and ethical
issues that could adversely affect the brand image after reopening.
Methods for conducting customer research
While developing the marketing plan, gaining an insight into the views and opinions of
customers is of paramount importance. The two methods that can be used for the purpose of
customer research are personal interviews and focus groups. The rationale for choosing personal
interviews for the research is to get a subjective insight into the views of customers by taking into
account their experiences, perceptions, and feelings. It will also help to analyze the non-verbal
aspects of the respondents, such as their body language while giving responses (Fischer et al.,
2014).
Focus group discussion is another useful method that can be used for customer research. It
involves gathering a group of people so that they can have a discussion about the theme park and
its reopening. The rationale for choosing this method is to carry out an integrated qualitative
inquiry process (Basnet, 2018). It can help to identify how customers feel about the theme park
and its reopening.
Traditional marketing methods
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 3
The three traditional marketing methods that will be used in developing the marketing
plan are billboards, print ads, and event marketing (Sinha, 2018). These methods have been
chosen so that the business can reach potential customers in a conventional way and make them
aware about the reopening of the theme park. The selected traditional marketing tactics can help
in acquiring new customers by emphasizing the safety measures that the park has taken. These
methods can also help in retaining old customers by taking accountability for the past security
lapse incidents and specifying how safety has been maximized. The advantages of the chosen
traditional marketing methods include the opportunity for the business to connect and engage with
the local audience, the possibility of high exposure in the specific region, and the high degree of
familiarity with these marketing approaches. Some of the disadvantages of the identified
traditional marketing methods include the inability to update the message, its expensive nature,
and the possibility to share limited information with the audience. a
Digital marketing methods
The three digital marketing methods that will be used in the development of the marketing
plan for the theme park business include social media marketing, email marketing and the use of
the official website. The chosen methods will help in the acquisition of new customers by
ensuring that all the relevant information relating to the rides and amenities of the theme park is
shared. The methods can also help in retaining the existing customers of the theme park by
sending promotional offers and introducing customer loyalty programs. Some of the advantages
of the identified digital marketing methods include the ability to reach a vast market audience in a
cost-effective manner, the ability of the business to measure the results of the marketing strategy
and the ability to tailor the message so that a deep connection can be established with the potential
and existing customers. Some of the disadvantages of chosen digital marketing methods include
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 4
high visibility of criticism or negative comments, the high reliance on technical skills and
expertise of the staff members and intense competition in the digital domain (Develop a Digital
Marketing Plan. Advantages and disadvantages of digital marketing, 2021).
Alignment of selected traditional marketing and digital marketing methods
In order to make sure that the marketing plan of the brand will help in raising awareness
about the reopening of the U.S. Park Southeast, it is vital to streamline the selected traditional
marketing methods and digital marketing methods. According to Durmaz & Efendioglu (2016),
by strategically using digital technology in the marketing plan, it will be possible for a business
entity to easily communicate and engage with the intended market audience in real-time (Durmaz
& Efendioglu, 2016). However, the relevance of traditional marketing and communication
methods cannot be ignored by businesses. Todor has argued that there must be the proper
blending of digital marketing elements with traditional marketing methods so that the marketing
goals and objectives can be achieved at a holistic level (Todor, 2016).
Out of all the methods that have been chosen to be used in the development of the
marketing plan for the theme park, the method that will be most impactful in addressing the target
audiences is social media marketing. This digital method will enable the business to engage with
existing and potential customers in the online setting. Furthermore, the communication platform
will help to directly engage with the audience and establish strong long-term relationships with
them. Bansal has identified social media marketing as one of the most useful and innovative
marketing tools for businesses in the 21st century (Bansal et al., 2014). Due to its high
effectiveness in the business and marketing landscape, it has been identified as the new frontier
for customer engagement and communication.
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 5
The marketing method that would be most effective for branding the theme park business
is the official business website. It will serve as the hub where the business can engage with its
audience and keep them updated on the latest developments relating to new rides, safety
measures, etc. It can positively influence the brand by highlighting the value proposition.
Similarly, the web design aspect of the business website can play an instrumental role in
influencing branding (Iskandar & Sholihat, 2018).
Both the digital as well as the traditional marketing methods can support the brand and the
growth of the business. It is vital to ensure that a uniform message is shared with the market
audience so that they can understand how the business can create value for them by focusing on
entertainment and safety aspects. a a
Crisis Management Strategies
Prior to the opening of the theme park, it is essential to implement robust crisis
management strategies in place. Such strategies play a vital role in helping a business deal with a
sudden and major negative event (Mehr & Jahanian, 2016). While implementing the strategy, it is
imperative for the business to take responsibility for its actions instead of not accepting the blame
for the safety incidents. It is vital to focus on the expectations of the customer towards the
business and inform them of the safety measures that it has adopted in order to improve the safety
of the customers in the theme park. The communication must be designed in a clear, professional
and formal tone so that it will highlight the seriousness of the incident as well as the seriousness
on the part of the business to deal with the problem. Adequate support can be offered to the
employees so that their needs can be met relating to the reopening of the park. They must be given
the training to handle serious safety-related incidents. The possible crisis that could arise relevant
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 6
to the incident and the reopening of the theme park include the reoccurrence of similar security
incidents. It could adversely affect the reputation of the theme park and lead to a breach of
customer trust.
Legal and ethical issues
While reopening the theme park, a number of issues might arise and negatively impact the
brand image. A legal issue that may arise and adversely affect the business’ brand image upon
reopening is the lack of proper adherence to the liability law. As per the law, it is the responsibility
of amusement parks to ensure that the rides and property are safe (Pahre, 2016). In case there is
any lapse on the part of the business to fix the existing threats, accidents may occur again. The
proactive step that can be taken involves ensuring strict adherence to the latest liability laws and
giving high priority to customer health and safety (Marsden, 2014).
An ethical issue that may arise and hamper the organization’s brand image upon its
reopening is the lapse in reporting minor accidents that take place in the specific setting due to
irresponsible behavior. The suitable measure that can be taken to address the concern is the
adoption of an accurate and proper reporting framework so that every kind of incident can be
captured and proper suitable measures can be taken accordingly to improve customer safety and
security in the theme park.
Conclusion
The decision of the organization to reopen its theme park is of high importance. So, it is
vital to support the decision with a robust marketing plan. The marketing plan that has been
designed for the business can play an instrumental role and help it to effectively engage and
communicate with the potential and existing customers. The integration of both digital and
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 7
traditional marketing methods will be crucial to increase the awareness of its reopening.
Additionally, high emphasis must be laid on the deployment of appropriate crisis management
strategies so that it will be prepared to face unexpected negative occurrences while operating.
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 8
References
Basnet, H. B. (2018). Focus group discussion: A tool for qualitative inquiry. Researcher: A
Research Journal of Culture and Society, 3(3), 81-88.
Bansal, R., Masood, R., & Dadhich, V. (2014). Social media marketing-a tool of innovative
marketing. Journal of Organizational Management, 3(1), 1-7.
Durmaz, Y., & Efendioglu, I. H. (2016). Travel from traditional marketing to digital marketing.
Global journal of management and business research.
Develop a Digital Marketing Plan. Advantages and disadvantages of digital marketing. (2021).
Retrieved April 28, 2022, from https://www.nibusinessinfo.co.uk/content/advantages-and-
disadvantages-digital-marketing
Fischer, E., Castilhos, R. B., & Fonseca, M. J. (2014). The Qualitative Interview In Marketing
And Consumer Research: Paradigmatic Approaches And Guideline. Remark: Revista
Brasileira De Marketing, 13(4).
Iskandar, M. S., & Sholihat, K. Y. (2018, August). Role of web design for image brand toward
business. In IOP Conference Series: Materials Science and Engineering (Vol. 407, No. 1,
p. 012050). IOP Publishing.
Mehr, M. K., & Jahanian, R. (2016). Crisis management and its process in organization.
Mediterranean Journal of Social Sciences, 7(5 S1), 143-143.
MARKETING PLAN a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a a
a a a a a a a a a a a a 9
Marsden, E. (2014). Risk regulation, liability and insurance: literature review of their influence on
safety management.
Pahre, J. (2016, August 29). Keeping amusement parks safe. Illinois Public Media. Retrieved
April 28, 2022, from https://will.illinois.edu/legalissuesinthenews/program/keeping-
amusement-parks-safe
Sinha, R. (2018). A Comparative Analysis Of Traditional Marketing V/S Digital Marketing.
10.13140/RG.2.2.30569.83048.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), 51.
