Running Head: STRATEGIC MARKETING
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8-1 Report: Monitoring Success
MBA 687
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
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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. ad ad
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
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customers and their perception of the business, and making adjustments to the message
to improve their outlook of the business.
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.
